Category Archives: Media Coverage

New ValueTrack parameters for enhanced campaigns: Managing keyword level URLs by device

In a multi-screen world, it’s increasingly important for advertisers to show relevant ads based on a user’s context: location, time of day, and device. We launched enhanced campaigns to help advertisers take full advantage of user context, maximizing the effectiveness of their ad campaigns.

We’ve been listening to your feedback, and in the next few weeks we’ll be launching new ValueTrack features for advertisers using keyword level URLs.  These features will help advertisers achieve specific conversion and ROI goals, and make the upgrade to enhanced campaigns easier by:
  1. Directing users to a device-specific landing page at the keyword level.
  2. Enabling measurement of the effectiveness of campaigns by device.
What’s new

We’ve added a new parameter, {ifnotmobile:[value]}, where you can replace [value] with text that will then show up in your URL when the user clicks on your ad from a computer or tablet. We’re also changing the existing ValueTrack parameter {ifmobile:[value]}.  This parameter will now insert the specified value into the URL only if the user clicks from a mobile device.

In this post, we will discuss using the ifmobile and ifnotmobile parameters to direct users to a device-specific landing page.  We will also discuss performance tracking by device, and how the ifmobile and ifnotmobile parameters differ from the existing device parameter.

Example 1: Redirecting users to device-specific landing pages

Responsive web design is often a good fit for advertisers who provide device-optimized experiences to their users. If you must specify different landing pages depending on device, you have two options. If the landing page varies by creative, you can simply create mobile-optimized ads by setting the device preference to “Mobile.”  If the device-specific landing page varies for each keyword, then you can use the ifmobile and ifnotmobile parameters in the keyword-level destination URL.  It is important to remember that if you are using the ifmobile parameter today, it will no longer insert a value into the URL for tablet clicks.  The new parameter ifnotmobile will now insert a value into the URL for tablet and desktop/laptop.

Let’s say you want to send mobile users to “m.example.com/widgets,” and desktop and tablet users to “www.example.com/widgets” for the keyword “widgets.”  In this scenario you could set the destination URL for this keyword to:

{ifmobile:m.example.com/widgets}{ifnotmobile:www.example.com/widgets}

Example 2: Tracking performance by device

If you want to track performance by device, the existing device parameter will work for most cases.  Using device inserts an “m”, “t”, or “c” into the destination URL, depending on whether the user clicked from a mobile device, tablet, or desktop/laptop computer. If your tracking system requires different internal ids for the same keyword on different devices, then you may need to use the ifmobile and ifnotmobile parameters.

For the keyword “widgets”, let’s say you have assigned an internal keyword id of “df32” for desktops and tablets and “df33” for mobile devices. You can set the keyword-level destination URL to:

www.example.com/widgets?kwid={ifnotmobile:df32}{ifmobile:df33}

Then, if the user clicks from a desktop or tablet, the landing page is:

www.example.com/widgets?kwid=df32

and for a mobile click:

www.example.com/widgets?kwid=df33

Success in action

Advertisers are upgrading to enhanced campaigns and seeing strong results.  VivaStreet in France, the 4th largest free classified website in the world, upgraded all of their campaigns within the two weeks after launch.  When they upgraded, they increased their mobile bid adjustment to 125% and saw overall conversions increase by 34%.  After seeing the positive results, VivaStreet went on to increase their mobile bid adjustment to 140%.  By using ValueTrack parameters, you can also direct users to device-specific content and measure the effect it has on conversions.

We appreciate the feedback we have received on enhanced campaigns and encourage you to continue helping us understand how to make a great product.  Please join us on March 21st at 10:00AM PST (1:00PM EST) for the latest in our enhanced campaigns webinar series, EC 205, covering enhanced campaigns and the Google Display Network.

Posted by: Karen Yao, Senior Product Manager, AdWords


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

Mobile’s immediacy effect: Half of mobile search conversions happen in one hour

In this era of mobility, our smartphones are always with us, keeping us connected anytime and anywhere. With this constant connectivity, we’ve come to expect information (literally) right at our fingertips just a search away – whether it’s locating the nearest sushi restaurant or booking flights for your upcoming trip. In “Mobile Search Moments: Understanding How Mobile Drives Conversions”, we set out to understand when and why people turn to mobile search, the actions they take as a result, and how marketers can capitalize on every mobile search moment. We found that there’s an immediacy effect of mobile search, with more than half of the resulting conversions (going into a store, calling a business, or making a purchase) happening within just one hour.

Working with Nielsen, we also wanted to push the standard of mobile research. It’s traditionally been difficult to quantify mobile’s full impact on driving conversions, particularly since consumer surveys are often constrained to broad recall questions. Instead, we asked participants to log their mobile searches over two weeks in a diary smartphone app – logging more than 6,000 mobile searches in total. We followed up to ask them what actions resulted from those searches, helping us draw more precise, measurable connections between mobile searches and the conversions that they drive online and offline.


click to expand

Here are the highlights of the research:

Mobile search is both always-on and on-the-go
Mobile has traditionally been considered an out-and-about or on-the-go context, used on the bus or while in a store. While that’s certainly true, the research showed that mobile’s role is also much more than that. People turn to mobile devices throughout the day to find information because of its speed and convenience, with 77% of mobile searches happening at home or at work. What does this mean for marketers? Mobile is always-on for consumers, so marketers should make sure their mobile search strategies are reaching people in these different customer contexts.

Mobile searchers take a variety of actions… and they act quickly
We also found that three of four mobile searches trigger additional actions. These range from open-ended actions like additional research (36%) or a website visit (25%), to more concrete conversions like a store visit (17%), a purchase (17%), or a phone call (7%). On average, each mobile search triggers nearly two actions, so in order to understand the full value of mobile, marketers must evaluate the different ways that their customers convert, both online and offline, and measure accordingly.

Most interestingly, not only do mobile searchers take action – they act fast. In fact, 55% of conversions from mobile searches happen within one hour. We see this immediacy effect with mobile because not only are people potentially closer in physical proximity to a purchase, but they’re also closer to the crucial decision moments. Forty-five percent of mobile searches are conducted to help make a decision, and that number jumps to two-thirds when happening in a store. And when people use mobile search to help make a decision, they’re more likely to convert. So it’s important for marketers to be present during those searches, while also creating ads and experiences that are relevant to this immediacy.

Context is key to mobile searches
The research also showed that the types of searches people conduct on mobile are strongly tied to their specific context, like location and time of day. For instance, shopping searches are twice as likely to be done in-store. Mobile searches made in stores are a key opportunity for marketers to reach someone who’s looking to take action. And since searchers are also 55% more likely to notice ads when they’re in a store, there’s a huge opportunity for marketers to capitalize on these mobile-led moments.

Mobility continues to change the way that we search, explore and shop, and as consumer behavior comes further into focus, there are clear opportunities for marketers to take advantage. Check out all of our findings by downloading the full report here
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Posted by: Ben Chung, Product Marketing Manager, Mobile Ads


Written by: Katie Miller at http://adwords.blogspot.com/2013/03/mobiles-immediacy-effect-half-of-mobile.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blogspot%2FATHs+%28Inside+AdWords+-+EN%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

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

Facebook Inks Deal With Acxiom, Epsilon, and Others to Show Ads Based On Shopping Habits


Facebook is formally announcing its partnership with data behemoths Acxiom, Epsilon and Datalogix to target ads to users based on their recent in-store purchases.

Ad Age reported last week that the social network was already beta-testing the product — which will enable brands to match data gathered through shopper loyalty programs to individual Facebook profiles for ad targeting on the platform — with top agency partners like OMD. Aimed at CPG marketers, it would hypothetically would enable Pampers to deliver ads to Facebook users who have recently purchased baby products, or Coca-Cola to market to teenagers in Atlanta who’ve bought soda in the past month.

The targeting will function through anonymized matching of loyalty-program members and Facebook users through email addresses and phone numbers. Holders of loyalty cards from retailers are asked for their email or phone number when they register, and Facebook users sign into the site using one or the other, and a match between two corresponding data points needs to be detected to enable delivery of an ad.

Continue reading at AdAge.com



Written by: cdelo@adage.com (Cotton Delo) at http://adage.com/article/digital/facebook-announces-plan-show-ads-based-offline-shopping-habits/240054/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+advertisingAge%2FDigital+%28Advertising+Age+-+Digital%29