Category Archives: Digital Strategies

Enhanced campaigns: Improving online and offline results with location bid adjustments and offer extensions

With AdWords, you’ve been able to run campaigns in targeted geographic locations and attach your local business address to your search ads using location extensions. Now, new location-oriented features in enhanced campaigns are rolling out globally to help you achieve even better results with AdWords – online and offline. Read on to learn how to:
  • Improve campaign results using location bid adjustments, whether your customers buy online or offline.
  • More easily reach customers that are near your business locations. 
  • Drive more offline purchases and measurable in-store traffic with search ads using offer extensions.
For a guided walkthrough, tips and Q&A on using these new location-based features and offer extensions, please register and join us at this week’s Learn with Google webinar on enhanced campaigns this Thursday, March 7, at 10am PST.

Geotarget broadly with selective bid adjustments for improved results

Whether your business is online-only, offline-only, or multi-channel, you can improve your overall results by using a broad location target to cover your entire potential market while refining your bids in select areas. With legacy campaigns, you’d need to set up a new campaign for every location you wanted to bid differently on. Now, with enhanced campaigns, it’s simple to increase or lower your bids by a certain percent for any location target in your campaign.

In the AdWords interface, click Locations on the Settings tab, and then click on the bid adjustment column to the right of a location target to increase or decrease your bid. You can also make location bid adjustments with the latest version of AdWords Editor.

Adjusting a bid for a location target
Setting a location bid adjustment (click to expand)

To optimize with selective bid adjustments using the AdWords interface:
  1. Click on the “Location details” button and select “What triggered your ad.” 
  2. Toggle the View button to slice your campaign performance data, including conversion data, by different geographic levels (example screen).
  3. Sort or filter to focus on the locations you want to optimize. 
  4.  Select one or more locations. 
  5. Click the “Add targets and set bid adjustment” button.
For more advanced optimization, you might pair your AdWords reporting with your company’s data on customer value by geography to adjust bids for different locations.
Example 1: A commercial maintenance company targets a 20 mile radius around downtown Denver. The marketing director might know that it costs 20% less to sell to and service customers who are within 10 miles of downtown. He can improve his results by increasing his bids by 20% for customers within 10 miles of downtown Denver, since these leads are more profitable. 
Example 2: An online-only financial services company has modeled its average customer lifetime value by zip code. The company’s search specialist has been asked to achieve an average 8:1 return on ad spend (ROAS), which they define as average lifetime value divided by average cost per lead. The specialist downloads data from AdWords with cost per lead by zip code and pairs it with lifetime value for each matching zip code (example data). She looks for opportunities to improve her results by lowering bids in zip codes where ROAS is below the target and increasing bids in zip codes where ROAS is above the target. She makes her bid adjustment decisions in the third column and implements them in her enhanced campaign, re-checking the ROAS and volume impact for a few weeks and making changes as necessary. With legacy campaigns, she would have to set up a new campaign for every zip code with different bids, increasing the level of campaign management complexity and effort required.
Experienced search marketers know that bids are an important contributor to campaign results, along with ads, extensions, keywords, and landing pages, so they’re sure to measure periodically and make adjustments. Remember, targeting too narrowly can limit your reach, clicks and conversions, so consider using selective location bid adjustments while targeting broadly. More tips on optimizing your campaigns using location are available in the AdWords Help Center.

Reach customers near your offline business locations more easily

If you operate an offline or multi-channel business, you can use the new location extensions targeting to reach potential customers or increase your bids when they’re near your locations with just a few clicks. It uses the location extensions you’ve already created and a radius that you specify to create targets around your businesses.

Setting a location extension target
Setting a location extension target (click to expand)

You can then assign a bid adjustment to your location extension target to increase your ad’s visibility when customers are near your business, and potentially more likely to shop and buy from you (step-by-step directions).
Example 3: A national multi-channel retail business has been running AdWords campaigns to sell directly online and to drive people to its 400 local stores. The account has already set up location extensions, but it wants to improve its ad visibility even more when customers are searching within a short distance from its stores. With just a few clicks, its search agency adds a single “2.0 mile around each location extension” target and sets a +25% bid adjustment.
Setting a bid adjustment for a location extension target
 Setting a bid adjustment for a location extension target (click to expand)

Drive measurable offline purchases and in-store traffic with offer extensions

Showing a potential customer the right offer at the right time can be the difference that brings them into a local business to buy from you. Offer extensions help you drive offline purchases and in-store traffic with a redeemable offer shown with your search ads across devices. You can use them whether you’re a retailer, manufacturer, or other type of business (currently shown to users in the U.S. only).

desktop offer extension example
Desktop offer extension example
mobile offer extension example
Mobile offer extension example

When customers click your offer, they’ll see your offer details, business logo, and nearby stores (see example below). They can print your offer or save it to their Google Offers account for in-store redemption. At the point of sale, customers redeem the offer using either a text code or a bar code.

Offer details example on desktop
Offer details example on desktop (click to expand)

You pay for clicks on an offer just like a click on your ad headline – there are no fees for each redemption. We’ll also remind customers about unused offers through email to improve the redemption rate. Offer extensions are available at the campaign or ad group level. Check out more details and tips on offer extensions usage and reporting in the Help Center.

Please stay tuned for more details on the availability of offer extensions in other countries and improvements with offer redemption reporting. We welcome your feedback on these features and others in enhanced campaigns using this form.

Posted by Smita Hashim, Group Product Manager


Written by: Google Mobile Ads at http://googlemobileads.blogspot.com/2013/03/enhanced-campaigns-improving-online-and.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GoogleMobileAdsBlog+%28Google+Mobile+Ads+Blog%29

Learn About the 7 Factors of Bid Optimization

A version of the following post originally appeared on from the DoubleClick Search blog.

At DoubleClick Search we know that search marketing has expanded dramatically in scale and complexity over the years, and today, large search campaigns may be difficult to manage using manual methods alone. As such, marketers are relying more and more on automated bid optimization platforms to run larger campaigns — enabling them to scale up and streamline their operations at the same time.

In a recent blog post series on the DoubleClick Blog, we explored key factors to consider when evaluating a search bid optimization platform, including flexible expression of goals, fresh data, smart algorithms, fast operations, regular software updates, sufficient controls, and dedicated, consultative services. As a wrap up to our bid optimization series, we want to recap the importance of these factors with an infographic:

Click here to view the full infographic
Using the 7 factors as a guideline, you can choose the platform that’s best for your business, to help you save time, get the best results, and make better decisions in your digital marketing efforts.  

Stay tuned to the DoubleClick Search blog to learn more about enhancements, updates, and launches around the Performance Bidding Suite. To learn more about the 7 factors to consider when choosing a bid optimization tool, download our white paper here.

Posted by Kim Doan, Product Marketing Manager, DoubleClick Search


Written by: Google Analytics team at http://analytics.blogspot.com/2013/03/learn-about-7-factors-of-bid.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blogspot%2FtRaA+%28Google+Analytics+Blog%29

In Atlas Deal, Facebook Gets Serious About Measuring Ads


Facebook today formally announced a long-rumored deal to acquire Microsoft’s Atlas Solutions division today and that its interest in the technology stack boils down to measurement.

Ad Age previously reported that Facebook had agreed to buy the ad-serving business, which Microsoft had busily been seeking a buyer for over the past six months. Microsoft has acknowledged that it’s looking to focus on developing the ad business for its owned and operated products like xBox and Windows 8, not on its ad tech.

The deal price was not disclosed, and the parties would only say that a “commercial agreement” will be put in place whereby Microsoft will continue to buy its own ads through Atlas. The price had been expected to be less than $100 million, based on prior bids for Atlas, which were in the $30 to $50 million range.

Continue reading at AdAge.com



Written by: cdelo@adage.com (Cotton Delo) at http://adage.com/article/digital/atlas-deal-facebook-measuring-ads/240098/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+advertisingAge%2FDigital+%28Advertising+Age+-+Digital%29

9 Archaic Practices Your Marketing Agency Shouldn't Be Getting Away With

7 things a marketing agency from the future would never saytintroductory3

Parts of this post are excerpted from our brand new ebook, 7 Things a Marketing Agency From the Future Would Never Say. If you’d like to learn more about the changing landscape of digital marketing and how marketing agencies should be prepared to adapt, download your free copy now!

It’s not the easiest time to be a marketing agency. While some agencies have survived the slashing of marketing budgets that forced many agencies to close their doors over the past several years, many are still struggling to stay afloat amidst a transformational shift taking place in the marketing industry.

According to a 2012 study conducted by the Chief Marketing Office Council, only 9% of surveyed senior marketers “believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age,” whereas 22% believe their agencies are struggling to transition their business models and service offerings. 51% of the 250+ senior marketers surveyed think their agencies are “playing catch-up” — bolting on different aspects of digital marketing without taking an integrated approach.

The good news is there is a new wave of agencies emerging to meet client demands for measurable marketing. The bad news is there are still plenty that are terrified of throwing away everything that worked for them for decades, in exchange for what works today — and what today’s clients are demanding. So this post will dive into 9 of those things that agencies are getting away with now … if they’re lucky … that aren’t going to cut it pretty darn soon. Keep reading to see if there’s anything your agency could be a bit more up to date on.

1) Selling Digital Marketing Services Without Being Their Own Digital Marketing Case Study

Brands want to work with agencies that practice what they preach. Lacking a fantastic social media presence, a blog, and some irresistible content to fuel a solid story about how your agency attracts new business through inbound channels is one surefire way to look and feel like a real doofus in an upcoming pitch. Furthermore, prospective clients are getting smarter. They Google. They check out your website. They’re looking to see if you walk the walk, not just talk the talk.

Any agency that says they just don’t have time to do marketing for themselves is effectively telling their prospects and clients that the services the offers … well, the just aren’t that important. I mean, you get along just fine without doing it, right? Agencies, be your own best case study. You’ll see your sales cycle shorten, and clients become ardent evangelists of the work you’re doing.

If you need help marketing your agency, download this free, comprehensive ebook, The Ultimate Guide to Marketing Your Agency.

2) Ignoring the Power of Real-Time Marketing

But the client’s editorial calendar is already set for this month …

So what? Agencies that want to retain clients must constantly reinforce their value, beyond fulfilling the basic scope of work requirements. One way to do that is showing you’re capitalizing on great opportunities to drive results as they come up, and real-time marketing is one of those opportunities in this fast-moving digital world of ours. It’s critical future agencies are listening to what’s happening on the web for their clients, and getting proactive about finding ways to quickly capitalize on it. Agencies that aren’t equipped to do this should get used to hearing a lot of, “Why didn’t we newsjack this?” phone calls really, really soon.

3) Saying “Yes” to Every Client Willing to Cut a Check

Agencies have to have the power to turn away business that’s not the right fit. They also have to learn to be the General, not the order taker. It’s to everyone’s benefit — client and agency alike — that there’s a solid qualification process in place before anyone signs on the line that is dotted. Poor client-agency fits result in wasted time and money for both parties, and sometimes even a subsequent reputation management issue when a client leaves unhappy.

The right client fit is so crucial because the burden of success is not entirely on the agency. The client must be invested in the relationship, too. Clients who view an agency as an “outsourced” vendor don’t get it, and aren’t going to be available to provide agencies with the resources and information they need to do great work on their behalf. Clients who view an agency as a true partner, providing the agency a 360-degree view of their marketing plans … they get it.

Agencies of the future will be onboarding clients invested in true collaboration. That means both parties are available, have clear and (relevantly) frequent communication, and take action and have trust in the agency’s recommendations.

4) Offering “Branding” Services in a Bubble

There may always be a market for creative shops that only sell one breadcrumb of the entire branding pie, like a website redesign or a logo revamp. But marketers who hire firms to change the world’s perception of their brand are signing up for a whole lot more. Actual data that proves that the desired shift took place is required. That broadens the branding discipline to encompass how consumers perceive a company’s brand promise, both online and off.

Online, a brand is defined by three things:

  • The information Google and other search engines have indexed about it;
  • The conversations people are having about it within social media; and
  • The way consumers experience a brand via one of the brand’s web properties (website, blog, content, social media sites).

Avant-garde marketing agencies understand that their creative ideas are only as good as how far they spread and what impact they make, so all the pretty things they make must be promoted through digital distribution and measured with closed-loop analytics. That way, you won’t just have pretty pictures to point to as a support for all your hard branding work.

For more help defining and managing a brand — and yes, even putting numbers behind your branding work! — download this free ebook, The Ultimate Guide to Branding in the Inbound Age.

5) Disregarding Technical SEO

Let’s get this straight: there are two parts of SEO. First, there’s the practice of ensuring a website is technically sound so search engines can actually index all of a website’s various pages to later display them in search engine results pages (on-site optimization). Second, there’s the practice of ensuring on-page content is so freakin’ fantastic and up-to-date that search engines want to rank them higher than all other pages containing similar, but less helpful information (off-site optimization). Off-site optimization is heavily influenced by blogging (more authoritative pages to index and link to) and social sharing (the more an article is shared, the more authoritative it may be considered).

Although a whole boatload of inbound links may help a site rank higher in search engines, the inbound traffic resulting from that visibility won’t do much good if the website’s architecture isn’t optimized to convert visitors into customers. Marketing agencies have to address both sides of the SEO coin not only to make the biggest impact for the client, but also to ensure that if ranking algorithms undergo some uber significant change, past optimization efforts won’t all be for naught. If your agency isn’t equipped to offer technical SEO services, that’s okay. Just be honest with your clients, and let them know it’s wise for them to invest in some contract work — and have some good referrals for them to get started with.

6) Relying on RFPs for New Business

When your agency rocks at marketing itself through inbound channels, something amazing happens: your personality, your thought leadership, your client stories, and your past work do much of the selling for you, without having to waste your best talent on an expensive and time-consuming RFP processes that may not actually win new retainer business.

In order to stabilize cash flows, agencies must rely less on crossing their fingers after giving away some of their best ideas in an ultra-competitive pitch, and instead put their best ideas to the test on their own agency marketing. Next gen agencies let the vast majority of potential clients knock on their door, and enjoy the benefit of getting to turn away clients that really aren’t the right fit, rather than adding them to the roster just because they’ve gotta make payroll.

7) Not Investing in Cloud-Based Infrastructure

Here’s the thing about marketing nowadays: it moves fast. As marketers, our ability to reach consumers and achieve results relies on our speed and agility. Managing your files and ideas in the cloud is one way to ensure your team can get their work done no matter where they are, without having to triple-check that they emailed themselves the latest version of the social media monitoring report they didn’t finish at work that day.

Not using cloud technologies like file sharing, note-taking, and collaboration tools to manage client work slows down production and the client ends up paying for those inefficiencies in the form of added billed hours. And if a client ever wants to see this kind of documentation, it shouldn’t require hours of manual labor for your team to pull together.

8) Skimping on Thorough Buyer Persona Development

Buyer personas have to be the logic behind every campaign. Every marketing effort will (or should, at least) align with the wants and needs of your buyer personas. What sometimes happens when new clients come on board, though, is an over-eagerness to get started with all the fun stuff in your scope of work. (Agencies and clients are both guilty of this.) The agencies that retain clients, however, are the ones that recognize the necessity of creating well-developed buyer personas for their clients. Because these personas will be the basis of your ability to create effective marketing campaigns and collateral going forward. If you need help developing buyer personas, check out this free template that will help you get started.

9) Not Investing in Client Education and Training

There’s a tendency among many marketing agencies to keep their methodology hush-hush for fear of revealing any secret sauce that could make them dispensable to clients. There’s a common belief that if agencies were to educate clients on, say, how to interact with customers via social media, or how to write a compelling blog post, that they’ll take their marketing in-house. In reality, lack of transparency with clients doesn’t entangle you further; it simply results in a lack of trust, and clients that are further away from understanding the value of the work you do.

Showcase how smart you are. It helps clients justify paying the monthly retainer cost to keep you around. The more clients understand the importance of the inbound marketing methods you sell, the more they’ll be able to appreciate the marketing services you offer. They’ll still need you, because not only is the work you do for them amazing, but because you’re a trustworthy subject matter expert. There’s always something new in the digital marketing landscape, and you’re the one figuring it out for them, and keeping them up to date on it. The more you educate, the more your client can trust you — that leads to more business and more control, not less.

What else do you think marketing agencies should be preparing for — or are already behind in?




Written by: Shannon Johnson at http://blog.hubspot.com/blog/tabid/6307/bid/34228/9-Archaic-Practices-Your-Marketing-Agency-Shouldn-t-Be-Getting-Away-With.aspx

Understanding the full value of mobile: adidas and RadioShack drive in-store traffic with mobile

We live in a multi-screen world where people are constantly connected and moving seamlessly across devices. Not only do mobile devices keep us connected anytime and anywhere, but they play an increasingly important role in shopping, both online and offline. With mobile, consumers no longer just take linear paths to purchase that begin and end on the same device. Instead, there are a range of customer journeys – like starting on a smartphone and ultimately buying in-store, continuing on a different device, or making a phone call.

This era of mobility is bridging the digital and physical worlds, so marketers need to fully understand mobile’s impact both online and offline, and evaluate how each of these actions applies to their business. Here’s a look at two brands who’ve invested in understanding the full value of their mobile efforts:

adidas
Being locally relevant is key for any brick and mortar business, and adidas worked with its agency iProspect to leverage mobile’s power to reach local customers. They recognized that in order to build an effective mobile presence, they had to pivot their thinking to understand how mobile drives value beyond mobile commerce, particularly in-store sales. “If we look at a 1:1 response or 1:1 measurement of what our media budget is driving on a mobile site, we’re missing a big part of that picture. As performance marketers, a lot of the times we look at direct responses, and what mobile is requiring us to do is redefining direct response,” says Kerri Smith, head of mobility at iProspect.






adidas and iProspect partnered to estimate the value of each store locator click on their mobile website. Based on internal benchmarks, iProspect theorized that 1 out of every 5 people who visited the mobile site store locator page went into an adidas store. In-store conversion data from adidas indicated that around 13% of shoppers who go into stores completed a purchase, and that their average order value is $71. Since an active search usually demonstrates stronger intent to purchase, iProspect applied a 20% conversion rate and an $80 average order value. As a result, they determined that 4% of the people who clicked on a store locator translated into an actual sale for adidas, meaning that each store locator click is worth $3.20.

To put that in perspective, for a hypothetical mobile investment of $1 million, in-store sales from store locator clicks was an extra $1.58 million beyond direct mobile purchases. [Download the full case study here]

RadioShack
To fully understand how mobile drives in-store sales, RadioShack collaborated with its agency Mindshare to redefine mobile success: “User behavior is much different on smartphone compared to the desktop experience. It became obvious that to be successful, we had to measure mobile performance by focusing on different criteria,” says Lisa Little, Search Marketing Manager at RadioShack.

RadioShack worked with Mindshare to understand how mobile impacted foot traffic into stores. Using mobile search ads to promote their mobile site, they found that 36% of the clicks were going to the store locator page. Based on internal studies, the teams estimated that 40-60% of people who used the store locator on a mobile device visited a store. RadioShack’s internal analytics team also determined that approximately 85% of customers who visited the store as a result of the store locator made a purchase in store. [Download the full case study here]

A holistic view of the mobile customer
This new model can help marketers better understand the return on investment they’re getting from their mobile efforts. Both companies also found mobile success because they developed a holistic view of their mobile customers and created strong synergies across all marketing channels. For example, RadioShack’s social, email, digital, video and search marketing teams work collectively to create the best user experience possible for mobile customers. Little says, “This allows us to better understand the behavioral path of our customers, from the initial research phase through the final purchase stage including all the marketing they were exposed to along the way. To be successful, you have to adopt this holistic vision of the mobile user behavior.”

Posted by: Julie Pottier, Product Marketing Manager, Mobile Ads


Written by: Google Mobile Ads at http://googlemobileads.blogspot.com/2013/02/understanding-full-value-of-mobile.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GoogleMobileAdsBlog+%28Google+Mobile+Ads+Blog%29