Category Archives: Digital Strategies

Introducing a new way for brand advertisers to reach their ideal customer

Brand Advertisers often know who they want to reach, but connecting online with the audience that matters most to their brand at scale has proven to be a challenge. To help address this, we’re excited to announce the launch of Affinity Segments in AdWords and YouTube, which have been designed with TV-style audiences in mind to help solve the problem of connecting with ideal customers online. To understand someone’s affinity, our system takes into account the types of pages a user visits, along with how often and how long they spend there, associating interest categories with each person’s browser. Optimized for reach and frequency, Affinity Segments helps advertisers reach those most likely to enjoy their brand.

Make life easier
With Affinity Segments, we make it easy by helping brand advertisers reach their ideal audience via 80 unique lifestyle segments based on Interest Categories and Demographics . Brands can now reach their target audience at scale based on their interests – such as green living, fashion, or travel – and watch engagement grow.

And it doesn’t stop there. We know that as an advertiser you’re probably used to buying audiences offline for TV, and we know how challenging buying an online audience can be. To make life even easier for you, we defined our affinity segments the same way you target your TV audiences, so you can achieve massive reach online using the same segments you use on TV.

Mazda Canada drives success using Affinity Segments
Like most advertisers out there, Mazda Canada has been on the lookout for a solution that would enable them to reach precise audiences at scale. Over the past decade, the Mazda6 has undergone a few key redesigns – 2013 marked the launch of an all-new model combining Mazda’s signature design style with SKYACTIV Technology, its cutting-edge performance and fuel-saving technology, as well as some innovative safety features including Smart City Brake Support and Rear Cross Traffic Alert. The launch of this flagship vehicle demanded an innovative marketing approach: to build awareness of these technological advancements, inform consumers of the car’s new features, and drive them to the Mazda6 website to engage directly with the brand.


They knew their target audience: male urban professionals who are typically interested in technology and up-to-date on all the latest gadgets and automotive advancements.

Mazda Canada decided to give Affinity Segments a try, selecting the “technophile” segment to connect them with their ideal tech-savvy customers, who have demonstrated an interest in technology through visits to various websites focused on new gadgets.  By targeting the technophiles segment across Google Display, Mazda reinforced the messaging and impact of its television campaign geared to the same type of audience. Mazda saw impressive results and reached 10X more users than they were able to with previous campaigns, greatly exceeding their expectations.

“Affinity Segments delivered perfectly for this campaign in allowing us to reach many users in a short period of time who we knew would have a predisposition to appreciate the Mazda6’s technology upgrades.” said Michael Tsang, Interactive Marketing Manager at Mazda Canada. As a result of their overwhelming success, Mazda Canada decided to integrate Affinity Segments into their online media mix for their other car models and as a vital component for their advertising efforts.

Connect with the people who care
Affinity Segments offer broader reach by encompassing the broad passions that reflect a user’s lifestyle rather than niche curiosities.  Our wide variety of segments let you reach your perfect audience – from hardcore gamers, to foodies, to luxury shoppers, we have a high-reach segment designed to connect you with your ideal customers. If there isn’t a segment that is a perfect fit for your brand’s needs, you can contact your account manager to create a custom segment just for you.
Consumers can also update their own interest categories through Ads Settings – which gives users control over the ads they see online.

Learn More
Just like Mazda, you too can use Affinity Segments to expand your reach across the Google Display Network and focus on engaging with individuals who match what your brand is all about – delighting customers and creating future brand advocates.

To find out how to get started with Affinity Segments today, visit our Help Center for more information.

Posted by Diya Jolly, Senior Product Manager


Written by: Rob Newton at http://adwords.blogspot.com/2013/06/introducing-new-way-for-brand.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blogspot%2FATHs+%28Inside+AdWords+-+EN%29

Transitioning to Inbound: A Recipe for Long-Term Success

iStock_000019208898XSmallChange is hard. Most people will naturally resist it. But for organizations to keep pace in a rapidly changing business world, they need to embrace change — and leaders need to make it comfortable for employees to embrace it, too.

Anyone who has ever adopted an inbound marketing program knows supporting this environment of change is critical to success. In my experience, the best way to do that is to set expectations early about what the transition will look like in the first four to six weeks so that initial kickoff goes off without a hitch.

That initial phase is about planning, thinking, and starting the work required to get all the foundational elements in place so the program helps your business get found, get leads, and grow sales. Without this work, you run the risk of implementing marketing tactics that don’t speak directly to your target prospect, are disconnected from each other, and are ineffective at generating leads.

To help you or your clients started with an inbound marketing program the right way, here’s everything you should slot out to do during the first six weeks of implementation. I’ll leave it up to you to establish specific timelines that align with the resources you have on hand, but this “to-do” list should help you plan a successful launch — and perhaps make your organization a little more amenable to change, too.

First, Set Your Strategy (Not Your Tactics)

Not yet, anyway. The first phase of a well thought out inbound marketing program, the marketing strategy, is a little like building the foundation of your house. Without a strong foundation, your house could collapse. For instance, what are your business goals? Do you want to go from a $10 million business to a $20 million business in 2 years, or do you want to go from a $10 million business to a $10.5 million business in 3 years? Different goals often translate into a different inbound marketing program.

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The 7 Principles of Conversion-Centered Landing Page Design

conversion-psychologyDesigning an optimized landing page isn’t exactly a cakewalk. If you want to achieve a respectable conversion rate, that is. So … how schooled are you in the concept of conversion-centered design?

Conversion-centered design (CCD) is a discipline targeted specifically at designing experiences that achieve a single business goal. It seeks to guide the visitor toward completing that one specific action, using persuasive design and psychological triggers as devices to increase conversions.

Landing pages sit at the heart of CCD. A landing page is a standalone page that uses congruent design — working toward a single collective purpose — to usher your visitors toward the finish line, be it the collection of personal data or education about your product/service before passing the baton to the next phase of your conversion funnel.

So how do you persuade a visitor to complete your conversion goal using design? There are a number of design elements that drive a visitor’s attention toward the desired area of interaction. Psychological devices can also encourage participation. Let’s dive right into these two types of CCD elements so you can start designing landing pages that actually convert.

The 7 Principles of Conversion-Centered Design

7-elements

1) Encapsulation

This is a classic technique used to hijack your visitors’ eyes and create a tunnel vision effect. You can think of it like creating a window on your landing page where your call-to-action (CTA) is the view. Here, a circular arch creates a frame for the feature in the distance, preventing your eye from wandering elsewhere in the photo.

encapsulation-example

Landing Page Tip

Use strong dynamic shapes to constrain your points of interest. Think of the classic James Bond intro sequence where you see him inside a circular design. The second example above shows how your eyes are immediately driven to the end of the tunnel. This example also uses elements of contrast and directional cues.

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Bringing intent, context, and audience together for better performing search campaigns

Along with a user’s query, context signals like location, time of day, and device have become increasingly important in showing people the right ads with their search results. With enhanced campaigns, it’s now easier to reach people in the moments that matter across all screens, with ads that are more relevant to a user’s intent and context. Now we’re incorporating another powerful capability to tailor your search campaigns for different audiences – remarketing lists for search ads (RLSA). With this feature, you can modify your search ads, bids, and keywords based on your visitors’ past activity on your website. As we transition out of the beta test of RLSA, announced in July 2012, we’ll be making the feature available to all advertisers using enhanced campaigns over the next few days.

Combining intent, context, and audience for better search ads 
Search ads work great because they’re relevant to the user’s intent and context. And users who have recently visited your website often find your ads to be even more relevant. RLSA brings intent, context, and audience together to let you tailor your search campaign when past site visitors are searching on Google for your brand, products, and services. Here are some ways to improve your campaign performance using RLSA.
  1. Increase ad visibility for high value customers by adjusting your bids. For example, you could increase your bids by 20% for visitors who have previously researched high-end cameras while on your site when they subsequently search for ‘cameras’ on Google. And you could increase your bids by 40% for past site visitors who have previously purchased high-end equipment from your site. It’s easy to set up RLSA bid adjustments and they combine with other enhanced campaigns bid adjustments for location, device, and time.

  2. Expand your reach and results with broader keywords. For example, bidding on broad keywords such as ‘gifts’ or ‘presents’ during a holiday season might not convert well enough to meet your ROI goals. But if you use RLSA to run those keywords just for repeat customers, they may convert better and allow you to grow your total sales with a profitable ROI. 
Advertiser success with RLSA
Advertisers in the beta have seen strong results with RLSA. Here are some examples:
  • Tirendo, a European online tire retailer, saw a 161% conversion rate increase with RLSA, leading to a 22% overall sales increase. And the incremental conversions were efficient, with a 43% lower average cost per order than previous campaigns. Read more.
  • WorldStores, a leading UK home furnishings and garden store, increased total orders 8% by using RLSA to increase bids for past site visitors. Conversion rates for this segment were 130% higher and average cost per conversion was 43% lower, even with the higher bids.
Tags and list management
RLSA shares the same site-wide Google Remarketing Tag and list management tools as remarketing on the Google Display Network (GDN). So you can start using RLSA immediately if your website is already tagged for remarketing on the GDN.

Transparency and control for users
We believe users should have transparency and be in control their ad experience. That’s why we provide adjustable Ads Settings and inform users when an ad has been influenced by a past visit to a particular advertiser’s website.

Learn more
For help getting started with RLSA, check out this article in the Help Center. You can also join us at tomorrow’s Learn with Google Webinar: Reaching the Right Audience with Remarketing on Wednesday, June 26, 2013 at 1pm ET .

Posted by Rahul Lahiri, AdWords Product Manager


Written by: Nicole Burgan at http://adwordsagency.blogspot.jp/2013/06/bringing-intent-context-and-audience.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+AdwordsAgencyBlog+(AdWords+Agency+Blog)

Data Analysis for SEO: Industry KPIs For A Mature Industry

As we move closer to the 20th anniversary of the launch of public search engines, a key industry trend in search marketing is the long called-for move to placing transparent, objective & measurable KPIs at the heart of search marketing, social & content campaigns. What KPIs give you an…

Please visit Search Engine Land for the full article.


Written by: Chris Liversidge at http://searchengineland.com/data-analysis-for-seo-industry-kpis-for-a-mature-industry-162797?utm_source=feedburner&utm_medium=feed&utm_campaign=feed-main