Future-Proof Your Marketing with Call to Action Magazine

The Call to Action Magazine
A good marketer is like a doomsday prepper (bear with me here…)

Instead of preparing for a global cataclysm, learning about water storage and building bunkers, they’re constantly on the lookout for ways they can proof their marketing for, or get ahead of, inevitable and dramatic changes to the marketing landscape.

Frequent and mysterious algorithm changes. New ad platform features. Emerging trends, dying fads. Amidst all this, only marketers who understand these new conditions — then adapt and innovate within them — will see exponential returns.

At Unbounce, we’ve been really lucky to have a network of expert marketers around to ask about the always-changing marketing landscape. We can turn to forward-thinking strategists like Mirum’s Mitch Joel, Moz’s Rand Fishkin, Love Your Customer’s Claire Suellentrop, and even our in-house-experts, like Alexa Hubley, Carl Schmidt and CRO Michael Aagaard. We ask them things like:

  • What does the ever-increasing prominence of Artificial Intelligence and Machine Learning mean for marketers and their jobs?
  • Are “tried-and-true” frameworks like the buyer persona still relevant, or are there new ways of digging deeper to speak more closely to my target market?
  • Have traditional SEO tactics become completely outdated? Why are the most successful SEOs now becoming well versed in conversion rate optimization?
  • How can you use data to inform your marketing without letting personal biases get in the way?
  • Should marketing stop after the conversion? (Or is customer marketing where it’s at?)

These are questions we’ve seen tossed around recently in our newsfeeds and at conferences.

So we set out to help answer them.

In Call to Action Magazine, we aim to address these questions and dig into some of the recommendations the experts in our network have shared — those that will help you create exceptional marketing no matter what new algorithm comes along.

So, what do you say? Do you want to get lost in the rubble… or do you want to learn how you can future-proof your marketing?

Ready to Future-Proof Your Marketing?

Call to Action Magazine is filled with recommendations from marketing experts to help your marketing thrive — no matter what algorithm gets changed tomorrow.

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Source: http://unbounce.com/conversion-rate-optimization/future-proof-your-marketing-with-call-to-action-magazine/

3 Killer Strategies for Custom Affinity Audience Campaigns

Below we dig into 3 killer strategies for using custom affinity audience targeting, performance results and key lessons learned from managing custom affinity targeting.

 

Affinity audience targeting is not new. Facebook, Google and Amazon have been using them for some time and have seen huge success. Affinity Audiences are TV-style audiences that are designed to help connect advertisers with their ideal customers online at scale. AdWords uses a users browsing history, time on pages visited and then associates an interest category with the users browser. The problem with affinity audiences is that they can be broad and match to some random targets.

 

Where custom affinity shows value is the ability to have more control over the affinity categories (and we know PPC managers love control and transparency). With custom affinity audiences you determine your target affinity audience based on specific URLs and categories on the Google Display Network.

 

What is Custom Affinity Audience Targeting?

 

Google defines custom affinity audiences as letting advertisers define whom they want to reach across the web, on any screen. By factoring in consumers’ most recent passions and ongoing interests, your message always reaches the right users.

 

Custom affinity audience targeting can be set-up by following this path.

 

display > targeting > Interests & remarketing > Custom affinity targeting

 

Interests & remarketing - custom affinity targeting

 

Once selected, create your own specific audience. You can add custom affinity audiences by:

  • using free form interests entered as keywords
  • and/or using URLs as a proxy for interest bundles.

 

When To Use Custom Affinity Audience Targeting

 
Do any of the initiatives below describe your efforts?

  • Branding
  • More controlled targeting on GDN
  • Advertise tailored real-time content to specific users
  • Increase market reach while driving incremental conversions

 

If you answered yes to any of the items above then custom affinity audience targeting could be right for your account. Custom affinity campaigns can be used for any vertical looking to expand reach on the Google Display Network while targeting a very specific audience. These types of campaigns also tend to work well as a form of branding or top-of-funnel expansion.

 

Strategies and Results

 

Now that you have an idea of what custom affinity audience targeting is and how it works, below are a few ideas for ways to create a strategy for implementation.

 

1. Top Performing Placements

 

We tested this strategy for one ecommerce client that was focusing on driving incremental conversions within the Google Display Network. First, we identified the top 10 performing placements and used those as the basis for the custom affinity audience. While we did see a small lift in conversions 2%, the CPA was almost 50% higher compared to contextual keyword targeting campaigns. By layering the custom affinity audience campaign with contextual keywords and running regular placement exclusions, we have started to see CPA come back down.

 

Top pLacements

 

2. Competitor Targeting

 

For this account, the advertiser was competing in a lead generation space with heavy competition against businesses with deep pockets spent on branding. With tight CPL targets, the advertiser was looking to gain incremental conversions and brand awareness efficiently on the Google Display Network. To accomplish this goal we created an audience targeting the top 5 competitors in the space. We were pleasantly surprised at the results, which resulted in a 4% lift in leads at a CPL -30% less than the contextual keyword targeted campaign.

 

While we saw great results using this strategy, the campaign was regularly reaching the set budget caps. When running these types of campaigns be prepared to spend the set budget. To help increase efficiency, try potentially layering custom affinity audience targeting with other display targeting options such as contextual keywords to refine the custom audience size and avoid being capped by budget.

 

Competitor data

 

3. Interest + Custom Affinity Targeting

 

Google provides several examples of advertisers that used interest based targeting layered with custom affinity audiences to reach a specific user and saw strong results.

 

In the example below the custom affinity targeting created an audience of “Brunch Enthusiast” using interest and custom affinity targeting. Google reported that several advertisers using this real-time approach yielded great results.

 

Brunch audience using interest and custom affinity targeting

 

Key Learning

 

While custom affinity audience targeting allows for more control on the GDN, I found that it performed best as a branding tool that offers a creative way to reach new users and drive incremental conversions. To get the best results with these campaigns make sure to:

  • Do your research when selecting your custom audience placements
  • Use creative ad copy based on the target audience
  • Regularly audit your placements
  • Don’t be afraid to layer the campaigns with other forms of targeting to increase efficiency as we have found these campaigns like to spend their budgets

Have you tried custom affinity audience targeting and what strategies worked best for your account?

Source: http://www.ppchero.com/3-killer-strategies-for-custom-affinity-audience-campaigns/

Automate Your Manual Bidding Strategy Using Supermetrics

One of the most important parts of our job as PPC’ers is bidding. We place bids to win auctions to gain conversions and leads. A big part, then, of our PPC strategy is optimizing bidding. There are several bidding strategies out there, but they can be simplified down to two categories: automated bidding and manual bidding.

 

Automated bidding can be helpful, especially in larger accounts where bid changes might need to be made quickly. There are third-party systems like Acquisio and Marin, or in the interfaces themselves, like Google’s smart bidding strategies.

 

Manual bidding also has its advantages. In some cases, automation may change bids based off short-term performance on historically poor performing keywords, whereas with manual bidding you would know not to make those changes. You have a little more flexibility with the KPI you optimize your strategy on as well.

 

With Supermetrics, there is a third strategy where you automate your manual bidding. This strategy allows you to have a streamlined process, saving you time, and gives you the ability to check your bids before implementing them, giving you assurance your account stays optimized.

 

Supermetrics is an add-on to Google Sheets that automatically pulls in data from across your PPC platforms (AdWords, Bing, Facebook, etc.) allowing you to analyze your data more efficiently. I use Supermetrics regularly and have covered other uses for Supermetrics in the past, including how to automate budget projections. Now I am going to show you how to use Supermetrics to automate your manual bidding strategy. Specifically, I am going to build a bidding strategy for AdWords that optimizes on Average Position and Conversion Rate.

 

Supermetrics Bidding Sheet Steps

 

Launch

 

The first step is launching the Supermetrics Sidebar under the Add-Ons tab in Google Sheets. This is where you input the data you need pulled for your strategy.

 

Supermetrics Launch

 

Data Source

 

Next, we choose the Data source we are pulling our data from. Since this is going to be a bidding sheet for AdWords, we choose AdWords as the data source.

 

Supermetrics Account Menu

 

Account

 

Then we choose the account that we are creating the strategy for. If you work with multiple accounts, be sure you are pulling from the proper account for accurate data.

 

Accounts

 

Metrics

 

After choosing the account, pick the metrics you need for the bidding strategy. In this case, we need Clicks, Impressions, Cost, Conversions, and Avg. Position.

 

Supermetric Metrics

 

Date Range

 

Next, we want to get the date range. With this type of bidding sheet, it is recommended you project back the amount of days you want to project forward. I would also recommend the minimum amount of data being 14 days to project out the next 14. For this set up, I am pulling the last 30 days of data and would use the modifiers for the next 30 days.

 

Last X Days Supermetrics

 

Split By

 

The last step in the settings is to select how the data is split out. We want the data by keyword, but also want it to be set up to implement efficiently, so we split out by match type, campaign, and ad group. We add Max CPC here too, which is useful in comparing how the bids are changing after we set up the bidding sheet.

 

Supermetrics filter

 

Pulling the Data

 

After setting how the data is split out, make sure you have highlighted the cell you want the data to fill from within the sheet. I recommend cell A1, as it matches the data set I pulled for this article. Once you have highlighted cell A1, click “Get Data to Table” in Supermetrics and watch the data come in!

 

Supermetrics Data to Table

 

Potential Glitch

 

A quick note, after I pulled the Supermetrics data I noticed my Max CPC was reporting at one million times higher than the actual Max CPC. If you encounter this glitch, insert a column to the right of the Max CPC and take the Max CPC divided by one million to get the actual Max CPC. I have notified Supermetrics of the issue and expect it will be fixed shortly.

 

CPC Glitch

 

Bidding Set Up

 

With your data pulled, it is time to build out the rest of the bidding strategy. We add three columns in the Google sheet: Conversion Rate, Bid Adjustment, and New Max. CPC. Alongside these three columns, we will build an index for the bid adjustment column. The index takes Average Position and Conversion Rate into consideration and pulls into the bid adjustment column through an index function. Exciting stuff!

 

The Columns

 

We set up the columns at the end of the data pulled from Supermetrics. If you had the Max CPC glitch, these go in columns L, M, and N, if you did not have the glitch, then they go in columns K, L, and M.

 

Supermetrics Columns

 

Conversion Rate

 

This is the easiest column. Take Conversions divided by Clicks to get the Conversion Rate. Then drag down the column and format into a percentage.

 

Conv Rate Forumla

 

Bid Adjustment

 

We now jump from the easiest column to the hardest. There are two parts to building out this column. First, we build the index table on a new sheet and then we use an index function to get the bid adjustment to the column.

 

Index Table

 

For the index table to take both Average Position and Conversion Rate into consideration we must add both to the table. The Average Position is the column header and Conversion Rate is the row header (highlighted in yellow in the picture below). Both have a range that is the base for the bid modifiers. For Average Position, I chose one through eight, as those are the potential first page positions and for Conversion Rate I went from 0% up to 30%, as that is the range for the account in this example. You might find having different conversion rates work better for your account, don’t be afraid to switch up the numbers to fit the account you are working in.

 

Empty Index Table

 

Once you have the headers in place, add your bid modifiers. The bid modifiers will vary depending on how aggressive you want to get in your account, but they should increase left to right and increase top to bottom with the set-up in this example.  The thought process is keywords positioning low, but with high conversion rates should have bids increased, as the conversion rate is most likely to increase as well as the ad places higher on the SERP.

 

Full Index Table

 

Index Formula

 

After the index table is built, we move back to the original sheet and to the Bid Adjustment column. We now add an index formula to get our index table data onto our sheet.

 

The formula is as follows:

 

=INDEX(‘Index Table’!$D$6:$J$13,MATCH(K2,’Index Table’!$C$6:$C$13),MATCH(L2,’Index Table’!$D$5:$J$5))

 

If this formula is blowing your mind, we have covered index functions on PPC Hero before and I recommend checking out that run through.

 

Finished Formula

 

New Max CPC

 

With the bid adjustments complete, we are down to our last column! The New Max. CPC column is an easy formula to implement. Take the bid adjustment and add one then multiply by the original Max CPC. Shown below:

 

(Bid Adjustment+1)*Real Max. CPC

 

Max CPC

 

Automation

 

After adding the New Max CPC column, you have a complete bidding sheet strategy built out in AdWords! We have one final step and that is automating the report in Supermetrics. Go to the Add-Ons tab and then under Supermetrics click on the Schedule Refresh and Emailing tab. Set your refresh for when you want the bids to update and you can set an email to go to you when the report refreshes, allowing you to set it and forget it until it is time to update the bids again.

 

Automating Supermetrics

 

 

Conclusion

 

Final Supermetrics Bidding Strategy

 

With the automation in place, you now have a manual bidding sheet that refreshes automatically. Take your new bids and upload into AdWords. Even though it does take some time to set up, once you have the sheet you can use it as a template for future accounts, making it an efficient tool over time. As I have said before, Supermetrics is a great tool for automating various tasks. How are you using Supermetrics? I would love to hear from you on Twitter! Don’t hesitate to reach out if you have any comments or questions.

Source: http://www.ppchero.com/using-supermetrics-to-automate-manual-bidding/

How Facebook Watch Will Change the Game for Marketers

Facebook’s recently announced (Wednesday, August 9) that the company is expanding their already robust platform by adding an episodic streaming video platform—Facebook Watch. Unlike the company’s venture into related video content, which launched in 2015, Watch seems to initially compete directly with YouTube, with the potential to creep into Netflix’s original series market share.

This blog will explain the details of Facebook Watch and explore the potential impact it may have for marketers and advertisers.

The Facebook Watch Launch

In their press release, Facebook teased content categories and partnerships such as Major League Baseball, Nas Daily, Gabby Berstein, and Tastemade’s Kitchen Little. Watch is expected to release to the mass market on August 28 with roughly 40 shows in the first roll out. BuzzFeed, Condè Nast Entertainment, and ATTN are all expected to launch shows. Facebook will allegedly pay millions for exclusive rights to premium, longer content but the initial rollout will feature shorter shows more in the $5000-$20,000 range according to Business Insider.

Initially, content creation will only be available to select publishers and creators in the U.S. however, it is expected to eventually open to a wider audience. Currently, those interested in creating a Show Page are able to fill out an inquiry form on Facebook’s help platform.

Additionally, creators will be able to monetize their shows through Ad Breaks. TechCrunch reports that content partners will be able to keep 55% of the revenue from mid-roll video ads. This could potentially change the game for marketers in the same way that live video and instant articles have increased brands delivery of content to users.

What Facebook Watch Could Mean For Marketers

Facebook Watch & Social Media

Video is only getting bigger. While Facebook is not necessarily diving into the unknown, they are combining several facets of engagement through video that have previously been segmented. What will be interesting to see is how Facebook users will embrace video not only as bite-sized segments, but also as long form Livestreams and original content. Most Facebook users are there to gather news and connect with friends, whereas, YouTube has an audience looking for “how to’s videos.” This will provide an amazing opportunity for social media marketers to shift the content they’re producing within the platform to meet user expectations and define a new “normal” in engagement. You have to go where your users are to stay relevant, so if Watch is something that users flock to, marketers will need to as well.” Lisa Marcyes, Senior Social Media Marketing Manager

Facebook Watch & Content

Ellen Gomes, Senior Content Marketing Manager says, “With over a billion users, Facebook has continued to find engaging ways to keep users on their platform and Facebook Watch is no different. If, but let’s be honest, when Facebook opens Facebook Watch to brands, and influencers it will become yet another to deliver content to one of the largest captive audiences. As a content marketer, it will be interesting to see how the select pilot users create content and the user interaction with it and reaction to it. For example, do people bounce out, or consume episode after episode? Are users engaging with branded content? Does it need to be high-quality? Looking forward, like Live Video, it makes sense for brands to prepare to engage in this new way with this new capability.”

Facebook Watch & Advertising

“Facebook has the most mature advertising platform of any social network, which makes the addition of Watch very interesting. For B2B marketers, in particular, engaging a very specific audience is the essential to success on any channel. I will be watching audience targeting closely to learn more as I think it will be very valuable. At the end of the day, success for advertisers will be determined by the adoption of this new platform by both content creators and users.” Mike Tomita, Director of Online Marketing.

What future do you see for Facebook Watch? How will this impact your social media strategy if it becomes available for your brand? We’d love to hear your thoughts and opinions in the comments below.

The post How Facebook Watch Will Change the Game for Marketers appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: http://blog.marketo.com/2017/08/facebook-watch-will-change-game-marketers.html

The Million Dollar Case Study: Europe – Session #2: Advanced Product Research

Our favorite time of the week is Million Dollar Case Study time – and this week we kicked off the second session of the Europe edition of the case study, with some advanced product research tactics to find private label product ideas. Phew! Since last week it’s been a whirlwind of doing my product research that I had some great guidance from Greg for in last week’s session, as well as putting together all of my thoughts to share with you guys. I spent about three hours poring over the Web App and browsing Amazon.co.uk to find a list of product ideas (which I will share with you shortly). The main thing that stood out to me was that, although it is time consuming, it’s definitely something you can do alongside your full-time job or other commitments. If you just dedicate 1 hour a day every other day, you will have a list of up to 50 ideas within a week! How cool is that? In this weeks session we cover: How to critically assess your list of product ideas and narrow them down to a shorter list of viable products Advanced product research tactics to define market depth and … Read More

The post The Million Dollar Case Study: Europe – Session #2: Advanced Product Research appeared first on Jungle Scout: Amazon Product Research Made Easy.

Source: https://www.junglescout.com/blog/amazon-private-label-product-ideas/

4 Tools to Make You a Content Curating Master

Content curation provides a direct path to thought leadership for brands and individuals. As you curate and share high-quality content, you’ll generate awareness and gain credibility. You’ll be respected for your knowledge since you’re finding just the right content your target audience needs.

My content curation used to be 100% manual. I’d finish reading an interesting article, then head to Twitter, LinkedIn or Facebook and share it. Today, I use a set of tools that automate these steps. The tools not only save me time, they also surface content I otherwise would have missed.

In this blog, I’ll cover the tools that I use as well as best practices for content curation.

Content Curation Best Practices

Let’s cover some best practices. I keep it to three steps:

  1. Identify your target audience (i.e. for whom are you curating and sharing?)
  2. Read the entire article or post. I repeat, read the entire article or post.
  3. Be picky in what you share.

Especially when you’re starting out with curation, a niche (vs. broad) target audience works well. A target audience of marketers may be too broad, while B2B marketers in life sciences doing ABM may be too narrow. B2B marketers doing ABM may be just right.

Manual Curation via Feedly

Feedly enables me to subscribe to websites and blogs via RSS. As I find interesting sites, I’ll grab the URL and add it to Feedly. I subscribe to over 200 sites, so I organize them into categorized folders: Content Marketing, Social Media, SEO, etc.

It’s easy for me to fall behind with so much content out there, so I check Feedly a few times per week. I’ll scan the list of article headlines for a site, then decide which ones to read. I’ll skim my selections, then save some of the articles to read in their entirety later. I then mark all as read and move on to the next site.

HOW IT HELPS:

To visit these 200+ sites individually would add several hours to my day, or several days to my week. Because I scan each site individually, I better understand the topics, publishing frequency, and priorities for some of the key websites in my industry.

COST:

Free with paid plans available.

Quick-Hit Curation with Nuzzel

I follow over 10,000 people on Twitter. When I open my Twitter feed, it can feel like the whole world is talking to me at once. It can be hard to separate the wheat from the chaff.

That’s where Nuzzel comes in. Once I connect it to my Twitter account, it checks the users I’m following and finds the content most often shared by them. It then lists the article headline and description, along with the users’ tweets that included that article.

I fire up Nuzzel in the morning. Of the ten articles it lists on my personalized homepage, I’ll often read five of them. And once I read those, I’ll decide which ones to share to my social networks. While I may spend more time reading the articles, five minutes is all it takes to find them.

HOW IT HELPS:

It’s hard to find high-quality content, but the five minutes I spend each morning is golden. Also, Nuzzel helps me extract value out of Twitter, finding articles I otherwise would have missed.

COST:

Free with paid plans available.

Timely and Interesting Discoveries with Flipboard

While you can use Flipboard via its website, I spend 95% of my time in their iPhone app. I love swiping my index finger up to “flip” to the next article. I also love reading content within the app.

While Twitter is good to see breaking news unfold, Flipboard helps me find recent or timely content that I often don’t see on Twitter. I have a set of Smart Magazines, each based on a specific topic. To create the Smart Magazine, I select from a list of sub-topics to narrow my interest profile. This helps Flipboard find content that’s best aligned with my interests.

I check Flipboard a few times a day. When I see an article with an interesting headline, I’ll add the article to a private Magazine. Later, I’ll read articles and decide which I’d like to share to my social networks. When I’m done reading the article, I’ll delete it from that Magazine.

In addition to surfacing content via its algorithms, Flipboard produces “10 for Today,” a daily email and Magazine of 10 featured articles that are curated (7 days a week!) by an in-house editorial team.

HOW IT HELPS:

A nice complementary tool: I find content on Flipboard that doesn’t surface via the other tools. Also, it helps me stay current on other interests, such as my favorite sports teams.

COST:

Free.

Social Scheduling via Buffer

While Buffer connects to a wide range of social networks, I use it to schedule posts on Twitter. With my current schedule, I tweet 12 times per day on weekdays and 8 times per day on weekends.

Buffer tracks metrics for each tweet, including retweets, likes, mentions, and clicks. I scan the Analytics tab in Buffer to quickly see which tweets and by association, which topics, are getting a good response. Since it’s easy for people to miss a tweet, I “re-buffer” a lot of tweets, scheduling them for a different day or time.

Word of caution: don’t try and automate 100% of your social media. I monitor comments, likes, and retweets frequently. When someone replies to a scheduled tweet, I reply back quickly.

HOW IT HELPS:

I used to manually submit tweets at Twitter.com, which meant that I was online at the time. With Buffer (and tools like it), I spread my tweets throughout the day, helping me find and interest people who are online when I’m not.

COST:

Free with paid plans available.

These tools help me curate content and have helped bring me to where I am as a thought leader. What tools do you use personally and professionally? What tools might you implement into your strategy?

The post 4 Tools to Make You a Content Curating Master appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: http://blog.marketo.com/2017/08/4-tools-make-content-curating-master.html

A PPC Account Manager’s Checklist

Whether you’re the most novice paid advertiser or a seasoned vet, the question “what do I do now” has likely come up numerous times. Maybe you feel that you’ve done all you can do and are stuck. Maybe you’ve been so busy driving strategy that daily/weekly account maintenance has fallen by the wayside. Maybe you’re working through the learning curves of managing your first PPC account. Either way, it is good to have a checklist of initiatives that you should be at least thinking about on a regular basis.

 

In this post, I have provided a quick list of the things I try and always think about. Each account manager and account will be very different. So, my list is broken down into more of a general scale with a few specific examples. Again, whether you are brand new to PPC or a paid advertising pro at a crossroads, this list should hopefully help organize your thoughts and get those PPC optimization gears turning.

 

SQRs

 

The first on my list is search query reports. SQRs are among the most basic PPC optimizations, but they are still important. You can run these account-wide (but beware of an excel crash if your account is somewhat large). However, I prefer to break them down to the campaign-type level. More specifically, I find SQRs for DSA and Shopping campaigns to be the most beneficial. Obviously, they can help you arrive at negative keywords. However, on the other side, they are great for account expansion. DSA and Shopping SQRs can help advertisers uncover themes in their account that they would have never thought of. Here’s a tip on how to excel your search query reports.

 

Shopping

 

Next is Shopping. Since we’ve already discussed SQRs, I’ll move right to bids. Depending on the size of your product line and how campaigns are organized, this could be a very tedious process. So, if you don’t have any sort of automated bidding in place (see “Bidding” section), consider a couple of things. If a product group/product is high-spending and non-converting, lower the bid or exclude it. On the other side, if you aren’t getting satisfactory traffic, make sure you’re bidding high enough to get your desired impression share.

 

Also, if a Shopping campaign has a large number of conversions, dive in and see what’s driving them. Often times you’ll find that a single product, or even product group, is driving the majority of conversions for a campaign that has multiple product groups. In this case, I will give that high-converting product group its own campaign and budget with a higher priority.  Then, I will exclude it from its old campaign. This will allow greater emphasis on the higher performing product group and free up some budget for other products in the older campaign. If you have any further questions on Shopping, here is the complete Google AdWords Shopping campaign settings breakdown.

 

Search Ads

 

A popular item for search ads is split-testing, but I’ll refrain from regurgitating the same old A/B split, repeat. Instead, here are some other tips for ad optimization. For one, you can try setting up automated rules. They can be anything from emailing you when an ad has received 50 clicks, but not converted to pausing an ad that has over 100 impressions with no clicks. I’m not the biggest fan of fully automating, but their customizable nature can tailor to just about any account’s needs (even beyond ads). The second ad optimization you could consider trying is testing a different ad rotation. I haven’t fully bought into the “optimize for conversions” option, but it’s definitely worth a shot if your campaign is struggling.

 

Display

 

There is a little less you can do with Display campaigns from a quick optimization or maintenance perspective. This is of course excluding audiences and targeting options, as that could be a post on its own. However, two things come to mind when I want to find quick wins in my display efforts. One is to cycle in new ad creative. Obviously, if it’s performing well there’s no need to update; but if conversions have dropped, try some fresh creative. The second is excluding placements. While we would like to think our targeting is always spot on, it is unrealistic to think we have complete control over where our target users go and furthermore, where our ads follow them. So, be sure to regularly keep a pulse on the high-spending/non-converting sites.

 

Ad Extensions

 

Ad extensions are probably forgotten the most often when it comes to optimizations, especially when schedules get busy. So first and foremost, ensure that all of your search campaigns are hitting as many extension types as possible (obviously within the realm of keeping them relevant). From there, just be sure to periodically check them and cycle in new extensions for those that aren’t performing as well. Finally, don’t forget that extensions can be a part of your promotion strategy. Sitelinks can be great for highlighting promotions, however, you can utilize the promotion extensions specifically for it as well.

 

Bidding

 

Similar to SQRs, what kind of PPC checklist would this be if I didn’t include something on bidding? Similar to search ads, I have automated rules in place that help throw a flag on situations concerning impression share, average position, conversions, spend, etc. That essentially streamlines how I arrive at bidding decisions and I optimize from there. However, if you prefer more of an all-encompassing automation, with a little bit of research you can find numerous third party platforms or bid templates that automate nearly everything based on your goals.

 

Browse The Site

 

My final item on the checklist is better served in situations where you find yourself blanking on ideas, or in the rarer case when you are ahead on account initiatives. The actual site for the account you manage can be a great place to mine for new ideas and help drive strategy. By browsing the site, you could arrive at items like discovering certain new products/categories, new verbiage for ads, ad extension opportunity, discontinued products that are still showing ads, new keyword ideas, new audience ideas, and many others. Again, this is more general and less straightforward, but still an important element of any PPC checklist.

 

Conclusion

 

In closing, I realize this list is a little sporadic and generalized. However, as I previously mentioned, every advertiser and account will vary. So, my primary goal was to provide more of a high-level checklist that could serve as a foundation or starting point. From there, it can be customized to the specific situation. Feel free to follow-up if you have specific questions on any of the aspects of this checklist!

Source: http://www.ppchero.com/a-ppc-account-managers-checklist/

Why Hero Conf Calls London Home – Year After Year!

Easy to get to but hard to leave, London is a uniquely diverse city with some of the world’s best sites. Whether you are looking to take in the iconic skyline from the London Eye or immerse yourself in culture at the British Museum, London has something for everyone. Which is why it’s been so easy to make the decision to bring Hero Conf back to the UK capital, again and again.

 

We think London is the perfect reflection of the PPC industry – bold, dynamic, and thriving! With plenty to do and history around every corner, it’s the ideal backdrop for an event that grows and changes each and every year.

 

While we’ll provide plenty to keep you busy over our three days in this stunning city on the River Thames, we encourage those from near and far to truly take some time to explore what makes London special:

 

  • The pulse of the city is undeniable. And there’s no better place to explore the diversity than at one of London’s many markets. Shopping and site-seeing abound in some of these unique and classic destinations, spread throughout the city center.
  • The sprawling green spaces are hard to miss. Though this city is bustling and in constant motion, we recommend some down time in one of these beautiful city parks. Unwind, unplug, and truly tap in to what makes London special.
  • Museums and galleries are can’t miss during your stay. Whatever your taste, you’re sure to find an impressive array of world-class displays. Explore your options here.
  • As digital marketers, we’d be remiss not to mention some of the best bars and restaurants in the area. Perhaps a drink with a view? Choose your favorite watering hole from the Top 10 Rooftop Bars in London and admire the beautiful cityscape while sipping a chilled cocktail. While you’re at it, enjoy a meal to remember at one of London’s quirkiest restaurants.

 

We’re excited to return to London for our third annual event. As our audience continues to grow, so does our love for the city that so warmly hosts us, year after year.

 

Come explore London, and Hero Conf with us. Seats are selling out quickly!

 

Register Today»

 

 

Source: http://www.ppchero.com/why-hero-conf-calls-london-home-year-after-year/

How to Increase Your B2B Social Media Engagement with Neal Schaffer

A few weeks ago, on #marketochat, we discussed How to Increase Your B2B Social Media Engagement with Social Media Influencer, Neal Shaffer. Today, having social media presence is a necessity for any B2B organization. So how can organizations not only participate in social media but succeed and drive social media engagement? In this blog, we’ll cover Neal Shaffer’s answers to five critical questions on how brands can increase social engagement across the variety of social media channels.

What Are the Core Elements in Any Good Social Engagement Strategy?

Screen shot of #marketochat ft Neal Schaffer

People like to be heard and want to know that their thoughts and opinions matter. This is the case with social media as well, it is critical that you listen to your audience and understand what they are looking for in order to achieve greater engagement.

When looking at interactions with your audience on Twitter, it is more important to care about the quality of the engagement rather than the quantity especially since the different types of engagement do different things for your business.

Are There Certain Social Channels You Recommend B2B Marketers Focus on More Than Others? If So, Why or Why Not?

Screen shot of #marketochat ft Neal Schaffer 

First and foremost, it is important to be where your customers are. With so many different social media channels, customers are everywhere and you have to determine which channels receive the most engagement and interaction from your targeted audience. It is essential to spend the time and do the research about each channel. Before you determine if it’s right for your audience you should learn the lay of the land, including the rules of engagement—because each channel has its own language.

What Tips Can You Give B2B Marketers Trying to Build Their Twitter Following?

#marketochat featuring Neal Schaffer

The best way to represent your own brand is through your own content or by curating content. This gives your audience a sense of where your company stands within a particular industry and what type of followers you are trying to reach.

It is also important to remember to engage with others you want to follow. Twitter magic can work, but only after you engage and make those connections to form relationships. These relationships that you establish can also be beneficial in the sharing of content and ideas.

In addition, hosting weekly or monthly tweet chats are a great way to interact with your audience. It gives you an opportunity to connect with your followers or new users who are joining into your chat for the first time. Through chats, you can find out what your audience is interested in and what topics they engage with more.

What Are the Most Effective Ways for B2B Marketers to Increase Facebook Engagement?

 #marketochat featuring Neal Schaffer

Paid social, groups, videos, and Livestream are the most effective ways to increase Facebook engagement. Facebook has so many different ways for you to target very specific groups of people with paid advertisements. This allows you to more effectively target leads, as you can focus your paid advertisements on the people who will likely respond and interact with it.

How Can B2B Marketers Leverage LinkedIn for Engagement?

#marketochat featuring Neal Schaffer 

Marketers can publish posts to gain credibility and a position as an expert in your industry. You can do this through sharing your own content as well as relevant articles to your industry and what you are interested in.

It is also a great place for employee advocacy opportunities as you can have your employees share the content you are creating to reach even greater audiences.

What Metrics Do You Think Are Most Relevant for B2B Marketers to Track?

#marketochat featuring Neal Schaffer

When looking at engagement, you should look at the ratio of engagement and followers. This will allow you to figure out if you are reaching a broader audience outside of your followers or see if you are potentially only reaching your follower base. It is important to know this information so that you can change your social media strategy according to your needs whether that is a need to focus on reaching more people outside your following or trying to maintain your current follower base.

You can also look at click through rates to determine, which content your audience engages with compared to the content they do not. This will give you insight into the type of content you should create more of and what content you should revise to appeal more to your audience.

Final Thoughts

No matter what your end objective is, whether it is to achieve more engagement or learn how to use a different channel to better fit the needs of your customers, the first step is to research that channel and become familiar with the language used. After acquainting yourself with the channel, develop a strategy for curating and sharing content. Once you start receiving engagement and build a following, pay attention to what posts work and don’t work because the more your content is shared the more potential you have to reach new audiences and maybe go viral.

Interested in learning more from thought leaders? Be sure to join us on Periscope and Facebook Live Thursday, August 10 at 1 pm PST for Best Practices for Building and Maintaining a Marketing and Sales Partnership with guest Hally Pinaud, Principal Product Marketing Manager for Marketo.

August 10 #marketochat with Hally Pinaud

The post How to Increase Your B2B Social Media Engagement with Neal Schaffer appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: http://blog.marketo.com/2017/08/increase-b2b-social-media-engagement-neal-schaffer.html

Bring Some Organization to Your PPC Account Audits

So, you got an account to audit. Where do you begin? There are a lot of details to research and discover in an Adwords account alone that you need to dive into to help the client reach their goals. But how do we get to the point where we have our laundry list of suggestions?

 

Step 1: Ask the current manager of the account the right questions

 

Current Manager of Account: Can you audit my account for me?

Your Team: Sure, can you give us some insights & details on what you need?

Current Manager of Account: You’re the expert, you should tell me what I need.

Well, she/he could have been nicer about it, but they aren’t wrong. You’re in charge of bringing the ideas to the table, but that doesn’t mean you shouldn’t ask questions going in. At the very least the following should be relayed your way before starting the audit:

  • What’s your typical monthly budget?
  • What is the end goal from your advertising efforts as a whole (lead gen or direct sales)?
  • Directionally what needs to improve the most (more leads, more revenue, better CPL, better ROAS)?
  • Do you target different location segments differently?
  • Do you advertise on multiple networks (Search, Display, Shopping)?
  • Do you target Search Partners?

These are just a select few of the questions that can be answered very easily by a person who has been in the account – and it can save you time in terms of next steps off of these questions.

 

Step 2: Develop the team for the Audit

 

Once you have all your questions answered up front – develop the team based on that information for the audit. Things to consider when developing the team include:

  • Team Members Capacity

    Make sure this is looked at to assure the rightful amount of time is put into the audit in order to bring quality work back to the account.

  • Balancing the Roster

    In terms of the team put in charge of the account audit – be sure to have a great balance across the team in terms of their strengths, weaknesses, experiences, amount of experience, etc. Always keeping a balanced roster across different projects in terms of skill sets helps to not only make your team stronger as they learn from each other – but makes your work stronger as different mindsets come together to solve problems on the account.

  • Aligning Team Strengths

    As you balance the roster – you’ll also want to be sure you align your team strengths to how the previous account manager answered the initial questions. Make the team somewhat eCommerce experienced heavy if the account is eCommerce. Bring in leaders on expansion and different platforms if the goal is to grow the lead or revenue volume. Assure that your teams strengths align with the needed strengths on an account to make sure for a great audit.

 

Step 3: Decide What Reports Will Be Needed

 

Diving into an account with a mission in mind is much easier than diving in without a clear goal. This is why the upfront questions are extremely important. From there – you’re able to decide what reports would be most useful based on the account needs. Below shows a shorter example of what this might look like in terms of alignment:

 

List of suggested PPC reports

 

The details behind what reports we would run come from some of the answers we received in Step 1 as seen here:

 

PPC account details

 

The point here is to connect the dots from each step – and assure that the work being put in on the audit is not only quality work, but usable work as we move onto the fourth and final stage.

 

Step 4: Complete Analysis & Suggestions

 

The final step in the process is to take the reports pulled, along with other account findings performed based on the account details given – and create a deck that provides guidelines and next steps based on the findings.

 

Aligning the data from the reports to what is currently in place in the account compared to what the data shows should be in the account is where everything comes together.

 

Conclusion

 

The perfect, simple example of how the process works on a small scale:

  • You’ve been told the audit is on a Lead Gen account that needs to improve CPLs
  • You put together a team with an experienced leader on Lead Gen accounts, a top bid/budget management team member and a fresh mind who has less experience but is extremely sharp at the numbers game
  • You run reports that align with the situation & use metrics that also align (ie: Device Analysis, Time of Day Heat Maps, Geo Analysis, KW Level Bidding process analysis, etc. with Conversion Rate and CPL metrics in mind in terms of the performance side)
  • Your team then completes the reports and develops an analysis on what bid adjustments to make and what other adjustments can be made based on the reports and other findings given the situation

Seems simple enough, yeah? These 4 steps are crucial for audits to go smoothly and assure:

  • No time wasted on unrelated analyses
  • Quality work from a balanced team
  • Everyone across the board is on the same page

Source: http://www.ppchero.com/bringing-organization-to-ppc-account-audits/