Everything You Need to Know: Facebook Engagement Custom Audiences

Posted by on Oct 4, 2016 in Advertising, Social | 5 Comments
Everything You Need to Know: Facebook Engagement Custom Audiences

Facebook Custom Audiences for Engagement

Facebook recently released another enhancement to Custom Audience targeting, Engagement Custom Audiences. The Facebook Engagement Custom Audiences offers a new way to refine your audience targeting and reach the people who show an interest in your brand. The main difference between Engagement Custom Audiences and Website Custom Audiences is where data is gathered. 

  • Website Custom Audiences collects engagement data from activity on your website
  • Engagement Custom Audiences collects engagement data from activity on Facebook

PPC marketers can now target audience segments based on their interactions with your Facebook content. People who take actions on your Facebook ads like viewing your videos, clicking your lead form, or clicking your Canvas ad are signaling how they want to engage with your brand. In this post, we’ll cover how to get started Facebook’s Engagement Custom Audiences and share our favorite tips to audience segmentation based on content activity and campaign objective.

How To Set Up Engagement Custom Audiences

You can manage and create all your audiences from the Audiences page within Facebook Ad Manager. Select ‘Create a Custom Audience’, from there you’ll see a new window pop-up with the new Engagement on Facebook audience option.

Facebook Custom Engagement Audience window in Facebook Ads Manager

Pretty simple, but now what? In the next section, we’ll cover the best ways to use an Engagement Custom Audience for both direct response and branding objectives.

Best Use-Cases Engagement Custom Audiences

Lead Ad Retargeting

As a refresher, Facebook Leads Ads allow you collect lead information from people who click or tap on your ad. The ad will open a customizable lead form where users can complete and submit, or simply view the form without submitting their information and drop off in the conversion funnel. With Engagement Custom Audiences, you can retarget ads to people who opened your lead form but didn’t complete it. This could remind users of your brand, and help drive a conversion later on.

Create Engagement Custom Audiences to Retarget Ads using Form Submissions on Facebook Ads

Alternatively, if you have a longer sales cycle such as a B2B company, you can use an Engagement Custom Audience to retarget ads to people who actually completed a lead form. In this scenario, you may want to show them an ad that drives them further down the conversion funnel like product demo or case study.

Canvas Ad Exclusion Targeting

Facebook Canvas Ads create an immersive experience for mobile users on Facebook. This ad type is flexible for any objective, and characterized as “instant ads” because you have complete creative control to achieve any objective you want. Some examples include communicating your brand story, promoting a new movie, or showcasing individual products.

When creating an Engagement Custom Audience for Canvas Ad retargeting, there are two available options:

  1. People who opened the ad
  2. People who opened the ad and clicked on a link

Because Canvas Ads are visual in nature, people may get tired of seeing these ads if they’re shown to the same audience too frequently. To avoid saturating your target audience, create an Engagement Custom Audience for the people who opened a Canvas Ad and click on the link, and then exclude these users in your campaign targeting. This way you ensure you don’t overload the same people with the same ads they have already engaged with.

Video View Exclusion Targeting or Retargeting

Engagement Custom Audiences for Video Views give you an opportunity to fine-tune your targeting depending how a user interacted with your video ad.  Mix and match targeting between the portion of the video viewed and the actual videos viewed. As shown below, you can select a variety of options when setting up your Video View Engagement Custom Audience:

Options How to Use Video View Exclusion Targeting in Facebook Ads

Similar to a Facebook Canvas Ad, when thinking about who to exclude from a video ad campaign you may not want to continue showing videos to people who watched a majority of a particular combination of videos, so you can mix and match the previous options with the videos that were viewed.

How to Use Video Views for Facebook Ad Retargeting

Alternatively, you can apply the same Lead Ad retargeting concept. If a person viewed majority of your video (and you have a longer sales cycle), you can retarget ads to them that cater to different stage of the conversion funnel to drive them towards conversion.

Evergreen Retargeting Campaigns

When setting up your Engagement Custom Audience, Facebook requires selecting an engagement window. The timeframe for an engagement window varies for each type of Engagement Custom Audience:

  • Video Views: up to the last 180 days
  • Lead Ad opens: up to the last 90 days
  • Canvas Ad opens: up to the last 365 days

It’s a simple setting selection, but extremely powerful and more useful than Email Custom Audiences as they allow you to target people who engaged with a specific video, lead ad, or canvas ad during the past day (or X number of days you set it to). With targeting options like Engagement Custom Audience, creating evergreen ad campaigns are now possible because the ads you retarget to these people will nearly always be relevant based on their recent actions.

Lookalike Campaigns

Apart from retargeting, Engagement Custom Audiences can also be used for audience expansion efforts on Facebook. When creating a Lookalike Audience, you can leverage your Engagement Custom Audience as a seed list, which will show ads to people who are similar to those in your seed list, in demographics, interests, and other profile characteristics.

How to Use Long-Tail Keywords that Convert

Posted by on Sep 27, 2016 in Advertising, Search | 5 Comments
How to Use Long-Tail Keywords that Convert

Google Is Going Through a Ton of Changes: The Opportunity for Long-Tail Keywords

Google has been rolling out a lot of big changes with huge implications for pay-per-click marketing. Just this year, we have expanded text ads, third-party reviews in the local pack, and new keyword data restrictions.

Google’s decision to restrict keyword data in their keyword planner tool from exact numbers to ranges created a lot of buzz in the PPC community. Marketers were outraged Google would change their own data, but is that really a huge deal? I think it’s a good thing. I believe it simplify how we analyze our data and force us to start focusing on what truly matters…business KPI’s.

The issue with keyword research, before Google’s decision to limit keyword data,  was whenever people talked about keyword research, they first worried about volume, then difficulty, and then finally (if at all), about how effectively the research would convert their audience.

Restricting access to exact data might be the best thing that could have happened to keyword research. The obsession over bidding on only the long-tail keywords with the most volume will come to an end.

Today, we’ll talk about how we can identify and target the long-tail keywords that (actually) convert, shall we?

Identifying Long-Tail Keywords

Identifying the long-tail keywords most likely to convert is not only important for pay-per-click advertising, but for content as well.  Unfortunately, as we mentioned before, these terms are mistakenly seen as less valuable because they have fewer searches.

However, the conversion value they hold is priceless.

Watch the video below as I walk you through exactly what this means.

 

Source: https://gmehrguth.wistia.com/medias/c9mrihwvtp

Key takeaways from the video

  1. Your best long-tail keywords don’t necessarily have the most volume
  2. Tools like Moz, SEMrush and Google keyword planner often don’t have data on long-tail search volume
  3. Use the _ “wildcard” after your primary search term to learn user intent
  4. Optimize around these keywords to take marketshare quickly and drive more conversions

Selecting the Best Long-Tail Keywords

We’ve gone through how to identify your best long-tail keywords, but how do you prioritize them?

The key here is finding a healthy balance between conversion impact, brand impact and search volume. To help you, we even created a tool that can do this for you. Click here to check it out!

Luckily, you do not have to rely on guesstimations for this to work, nor do you have to tirelessly append valuable terms with a _ “wildcard” (although it is recommended). Instead, you can launch broad match modified campaigns around your top performing keywords. Using broad match modifiers in your campaigns allows you to quickly gather data and better understand the impact/ROI of each keyword.

For example, if you created a single keyword ad group (SKAG) around “PPC agency,” you could test which match type converted best:

  • [ppc agency]
  • “ppc agency”
  • +ppc +agency

From here, you can mine your search term report and identify keywords like ppc agency pricing and ppc agency costs. As you start to notice the ROI these terms deliver, you can create unique ad groups for your top performing keywords.

These ad groups should have unique ad copy, extensions, and landing pages. This will improve quality score, decrease CPC, and improve overall return.  

Optimizing for Conversions

Conversions are the quintessential goal of advertising campaigns. “How much will we make if we spend this much money or time?” is the universal question.

The key is to focus far less on the answer to this question, and instead focus on the aspects that drive the actual conversions. I call this “optimizing for inputs” instead of the output. We can’t control output, though we are in complete control of inputs.

Here are my favorite inputs to optimize for in PPC that can make an impact on conversions (organized in no particular order):

Adjust Bid Levels  

  • Optimize for spot number four in Adwords
  • We have found that the decrease in CTR rarely hurts you as much as the decrease in CPC helps your overall return. It’s a fine balance, so monitor carefully.
  • We’ve found this to be helpful across multiple accounts in various industries.

SKAGs (single keyword ad groups)

  • We talked about single keyword ad groups earlier, but SKAGs allow for robust control of what ads show up for each keyword so that each query is optimized.
  • SKAGs allow for the landing pages of each ad group to be optimized to match the intent of that exact keyword.
  • While this approach might seem impractical and take “too much time,” we highly advise testing at least on your most valuable keywords.

Custom Landing Pages

  • Optimizing for long-tail keywords is entirely useless if the landing page you send the ads to:
    • Has bad copy
    • Doesn’t match the searcher’s intent
    • Loads slowly
    • Has more than one external link
    • Isn’t unique to that campaign
    • Has images that couldn’t tell the story without any copy on the page
    • Has higher than expected prices
    • Has no shipping or return info
    • Has no reviews, case studies or testimonials
    • Has the words: “Get/Request/Sign-up for a Demo”
  • To avoid these things, we always try to:
    • Write custom copy
    • Design graphics or take unique photos
    • Avoid blocks of text with more than four lines

Optimize Titles Beyond CTR

  • Prequalify users to save money on bad clicks and increase conversions
  • Show off our pricing and policies
  • Get lots of reviews
  • Use video
  • Use demo video as a CTA for software

Use video

  • If you have a video, one of the best ways to test if it’s working or not is to create a custom segment in your Google Analytics for anyone who’s watched a video.
  • This is easy to do with video marketing tools such as Wistia or Vimeo. Wistia automatically creates an event  if people watch a video. Then, compares the conversion rates of people who watch your video to those who don’t.
  • We’ve found a 200% increase in conversion rates when people watch a video. So how do you optimize for inputs? Make more and better video content.

Conclusion

The key takeaway from this post is to start changing your perspective so that you can improve your approach. From SEO services to PPC management, if you perceive search volume as your most important metric, then you will continuously optimize for the wrong thing.

If you only rely on keyword tools instead of time-consuming SERP (search engine results page) analysis, then you will be missing your best long-tail opportunities. Identify your keywords with the _ “wildcard,” select your keywords based on conversion, brand, and then volume, and lastly, optimize for conversions with tight campaigns and exceptional copy + creative.

Have You Checked Out New Twitter Promoted #Stickers?

Posted by on Sep 15, 2016 in Advertising, Social | 2 Comments
Have You Checked Out New Twitter Promoted #Stickers?

Social Media Giant’s Newest Ad Product: Twitter Promoted #Stickers

It’s no secret Twitter is fighting for its life in the social media space. As apps like Facebook, Instagram, and Snapchat experience unprecedented growth, Twitter, on the contrary, has been faced with stagnant or, in some markets, declining active users. In an attempt to win more market share, the Twitter is launching new products to keep millennials actively engaged with its platform.

What Are Promoted #Stickers?

Earlier this year, in June 2016, Twitter gave its users #Stickers, a new way to add a pop of creativity to photos. If you’ve used Facebook stickers or Snapchat filters, you may already know what stickers are and how they work on your mobile device. In a nutshell, they are just like real stickers that can be added on top of a photo, but in the digital world. For Twitter, virtual stickers are a new and fun way for people to share their photos.

See example below:
How to Do Twitter Promoted #Stickers Spot a Sticker on a Pic

How to Do Twitter Promoted #Stickers Snap a Great Pic

Since the launch of this product, millions of tweeted photos across sports, news, and entertainment have used #Stickers. As more and more people are using #Stickers in their tweets, Twitter is now unveiling Promoted #Stickers, a solution for brand advertisers to create custom stickers to engage users with their brands.

How Do Promoted #Stickers Work?

Promoted #Stickers offer brands an opportunity to drive brand affinity and raise awareness of their message at scale. Injecting brands is no longer just in user content feeds, but in the content itself. For users, the stickers are a form of creative expression that make a person’s photos more fun and engaging.

Brands are allowed to design four or eight stickers, such as accessories or props. These stickers are then made available in the #Stickers library for users to add to their own photos. If there are any photos that are posted using a brand’s stickers, these photos are shared with all of a user’s followers, giving brands an opportunity to be featured by their fans in a truly unique and authentic way.

In addition, Twitter also released a new search technology for Promoted #Stickers. They act as a visual hashtag, which means anyone who clicks on a photo with a Promoted Sticker will be presented with all the photos with that sticker. Similar to hashtags, a Promoted #Sticker creates a link that is connected and discoverable to anyone who clicks or taps on the sticker. This is great for brands to see, track, and engage with the people who are using their stickers in creative ways.

Who Should Use Promoted #Stickers

Twitter’s bread and butter is definitely brand advertising. The publisher’s direct response products have struggled to drive performance, so we see Promoted #Stickers as a perfect fit in the branding line of products that Twitter Ads already offers. In this case, Twitter is sticking with what it does best for advertisers, drive reach and scale for global brands.

The first advertiser to sign on to this was Pepsi, creating almost 50 custom stickers across 10 regional markets. Here’s an example of what their PepsiMoji campaign looked like:

PepsiMoji Campaing Making Twitter Promoted Stickers

Promoted #Stickers is available globally, but limited to select brand advertisers that already work with an account representative on the Twitter Ads team. Similar to Promoted Moments, this advertising product likely has a hefty price tag attached to it, upwards of $500,000. Nonetheless, giving the users the ability to slap an ad right into their content is an interesting concept as we’ve seen other players launch similar products like Facebook Live’s mid-roll ads and Snapchat Sponsored Lenses.

What makes Promoted #Stickers special is the addition of the virtual hashtag that’s attached to the Promoted #Sticker. This not only makes tracking campaign efficacy and brand engagement easier for advertisers but also people that are ecstatic about the brand and want to see similar fun content.

As Twitter expands its consumer product with interactive content such as stickers and live video deals, it’s brand advertising focus is more clear as they try to drive new areas of interest for branding and sponsorship potential. It’ll be interesting to see if the app’s new products will be able to re-energize its ad business after seeing its slowest revenue growth as a public company last quarter.

New AdWords Cross-Device Reports: 3 Things You Need to Know

Posted by on Sep 9, 2016 in Advertising, Reporting, Search | No Comments
New AdWords Cross-Device Reports: 3 Things You Need to Know

How to Boost ROI with New AdWords Cross-Device Attribution Reports

Over the past decade, the rise of mobile usage has made it extremely difficult to track customers as they switch from one device to another. Even more challenging for today’s digital marketer is analyzing which channels are producing the highest results and how to attribute value to each of the channels a user passed through before converting.  New AdWords Cross-Device Attribution Reports

In an effort to help advertisers measure a consumer’s path to conversion, Google recently released new AdWords cross-device attribution reports. On average, consumers own anywhere from two to five devices, including their mobile phone, desktop, and possible tablet or television. A recent study from March 2016, conducted by Google and Ipsos Connect, showed that 60% of consumers start the purchase process on device and complete it on another. The path to conversion is more complex than ever and anything but linear.

In the past, the traditional marketing funnel was simple and clear: awareness, consideration, purchase. However, with the rapid adoption of mobile tablets and devices, it’s becoming increasingly difficult for marketers and advertisers to measure the impact of their online advertising campaigns. It’s not as simple as a user search, user click, and a user conversion on the same device. The AdWords cross-device attribution reports use device conversion data that now shows device influence throughout conversion paths.

The three AdWords cross-device attribution reports that are now available include:

  • Devices: showing the cross-device activity happening in your AdWords account
  • Assisting Devices: showing what device types assisted conversions on other devices
  • Device Paths: showing the top conversion paths for customers using more than one device to convert

Each of these reports can be found in AdWords in the Tools tab under Attribution as shown in the below screenshot:

New Adwords Cross-Device Reports

 

For savvy advertisers that are obsessive about measurement, these benchmarks come in handy in a few different ways:

Using Different Attribution Models Other Than Last Click

There are 7 main attribution models that you can use for conversion tracking:

  1. Last Click Attribution Model
  2. First Click Attribution Model
  3. Linear Attribution Model
  4. Time Decay Attribution Model
  5. Position-Based Attribution Model
  6. Last Non-Direct Attribution Model
  7. Custom or Algorithmic Attribution Model

With the new AdWords Devices Report, you’re able to quickly identify how customers use different devices on their conversion path and better serve particular ads to your audience based on the cross-device activity.  

For Example:

If you notice a conversion trend across different devices, you may want to use adjust your attribution model to boost a exposure for an ad that was displayed on a mobile, but converted on a tablet.

When choosing a new attribution model be sure to account for cross-device behavior because, unlike the traditional last click attribution model, credit will be assigned across the conversion path. 

Quick Note: AdWords Device Report only includes conversions that had multiple device touch points. 

Updating Your Bid Adjustments for Different Devices

The new Assisting Devices report shows the number of last click conversions and click-assisted conversions broken down by each type of device. With the new Assist Ratio metrics, you can see how many conversions were assisted by impressions or clicks on that particular device compared to the number of actual conversions.

For Example:

Let’s say your Mobile Assist Ratio for a campaign is 2.20, this means for every conversion that is reported from a mobile device, 2.20 conversions on other devices were assisted by mobile impressions or clicks.

This information can help inform your mobile bid adjustment strategy. Going with the same example, if you notice mobile is assisting conversions on other devices by 2.2x, and your tablet assist ratio is only assisting conversions on other devices by 0.25x, you may want to lower your tablet bid adjustments and increase your mobile bid adjustments to maximize value from your mobile ad impressions.

Optimizing Your mobile Strategy

Let’s say you’re analyzing the top conversion path and discover mobile is driving more assists than actual conversions. If that’s the case, you can optimize your mobile campaign strategy to be more educational rather than transactional. Your ad can highlight copy such as ‘Learn More’, as opposed to ‘Buy Now’ or ‘Sign Up Now’. Additionally, the mobile landing page can be optimized to show the most important benefits of your product at the top, rather than the call-to-action of sign up now. For B2B companies, this may occur quite often, as your prospects may hear about your products or services at a conference, conduct a mobile search while they’re on the go, and convert later when they are back in their office on their laptop.

As with any attribution reporting, it’s important to consider how you want to measure conversions and apply credit to each device and ad channel. You can use the Google Analytics Model Comparison Tool to compare the results of up to three different types of attribution models to ensure that the attribution model you’re using reflects your advertising goals and business models.

 

Everything You Need to Know About LinkedIn Conversion Tracking

Posted by on Sep 8, 2016 in Advertising, Search, Social | 16 Comments
Everything You Need to Know About LinkedIn Conversion Tracking

What is LinkedIn Conversion Tracking?

It’s the moment every B2B advertiser has been waiting for… LinkedIn just announced Conversion Tracking for Sponsored Content and Text Ads. Arguably the biggest release to their advertising product since Sponsored Content, now marketers can better understand which campaigns, ads, and audience segments result in a desired web action, such as a form fill.

LinkedIn Conversion Tracking is built directly within Campaign Manager to give marketers the ability to measure the number of leads, sign-ups, content downloads, purchases, and other key web actions that resulted from their Sponsored Content and Text Ads campaigns.

Getting LinkedIn Conversion Tracking setup and running across your campaigns is easy. In this post we’ll cover everything you need to know about LinkedIn Conversion Tracking, along with a step-by-step guide to getting started.

How do I get started with LinkedIn Conversion Tracking?

Configure Your LinkedIn Insight Tag

The LinkedIn Insight Tag is a piece of JavaScript code that you can add to your website to better understand how visitors from Sponsored Content and Text Ads are interacting with your pages. After you configure and install the Insight Tag, LinkedIn will provide insights and in-depth reporting about your audience and campaign analytics.

Add LinkedIn Insight Tag JavaScript to Your Website

  1. In LinkedIn, go to your Campaign Manager page and select your Account
  2. Select Conversion Tracking 
  3. Insert the Domain you want to start tracking specific user actions after they click or view your LinkedIn ad. Add Domain LinkedIn Conversion Tracking
  4. Copy the Insight Tag JavaScript LinkedIn Conversion Tracking JavaScript via AdStage Blog
  5. Add the JavaScript code to every page on your domain. Make sure this tag is before the end of the global footer.
  6. Log in to LinkedIn Campaign Manager and navigate to the Conversion Tracking page on the upper right side of the page to check the installation status (verified/unverified).
  7. After you’ve implemented the LinkedIn Insight Tag on every page of your domain. Click ‘Next’
  8. Now you’re going to name your first Conversion Action
    • This should correspond to the action on your website that you want to track. For example: “Whitepaper #3 download”, “Event Registration”, “Trial Sign Up”.
  9. Select Conversion Type
    • The Conversion Type acts as a label that allows LinkedIn to optimize campaign performance based on the label you choose for your Conversion Action.
    • Add to Cart  
    • Download
    • Install
    • Lead
    • Purchase
    • Sign Up
    • Other
  10. Optional: Add a value to measure the ROI of your campaign. – For most advertisers, the conversion ‘value’ is how much they’re willing to pay for a lead or a similar type of conversion.
  11. Use Starts with or Exact to define which URL or set of pages should define an action  
    • Enter the full URL of the destination page where you want to count a visit as a conversion event; for example, the ‘Thank You’ page someone sees after submitting a form.
    • Exclude ‘http’ or ‘https’. Only include ‘www’ if ‘www’ appears in your URL as visitors would see it when they come to your page.
    • Exact: Use this if you have a static website URL. LinkedIn will only register a conversion if the member visits the exact URL you entered. Example: www.adstage.io/thank-you 
    • Starts with: Use this if you have dynamic parameters at the end of your page. LinkedIn will register a conversion if the member visits any site starting with the URL you entered. Example: Track all pages that start with “contentdownload”
  12. Click Finish.

Create New Conversion Action LinkedIn Ads via blog.adstage.io

 

Apply LinkedIn Insight Tag with Google Tag Manager

Many digital marketers use Google Tag Manager to easily implement multiple pixels across their website and accurately track user behavior. Here’s how you can easily install the LinkedIn Insight Tag in your Google Tag Manager account.

  1. In LinkedIn, go to your Campaign Manager page and select your Account
  2. Select Conversion Tracking 
  3. Insert the Domain you want to start tracking specific user actions after they click or view your LinkedIn ad. 
  4. Copy the linkedin_data_partner_id number in quotations “”linkedin insight tag partner id via blog.adstage.io
  5. Next, open your Google Tag Manager
  6. Select your website’s container, then click Add a new tag
  7. Name your tag something you’ll be able to easily recognize. For example:  LinkedIn Insight Tag
  8. Click the Tag Configuration box and select Tag Type
  9. In the Choose Tag Type list, select LinkedIn Insight
  10. Paste the partner id copied from LinkedIn in the Partner ID field
  11. Click the Triggering box and choose All Pages.
  12. Click SaveLinkedIn Conversion Tracking Google Tag Manager Insight Tag via AdStage Blog
  13. Click Publish

How Do I Create a New Conversion Action?

In order to start using LinkedIn Conversion Tracking, you’ll need to create a Conversion Action, this tells LinkedIn what page of the domain and specific desired action you want to track after a user clicks on your Sponsored Content or Text Ad.

A Conversion Action is a crucial step in the funnel a user would complete such as visits, sign ups or downloads that you want to track. When creating a new Conversion Action you’ll select the Type of Conversion, Value, Website, and URL.

This will resemble the steps we covered above, when you created your first Conversion Action with a couple of differences in the first 2 steps. Remember LinkedIn uses the information provided in the Conversion Action to track desired user actions on specific domains (and corresponding pages) and then optimizes your ad based on the Conversion Type (Purchase, Download, Add to Cart, etc) to capture only the most important data.

  1. From your Campaign Manager page, select Conversion Tracking LinkedIn Conversion Tracking Button via AdStage Blog
  2. Select Create New Conversion Create New Conversion LinkedIn Tracking Blog AdStage
  3. Name your Conversion Action – This should correspond to the action on your website that you want to track. For example: “Whitepaper #3 download”, “Event Registration”, “Trial Sign Up”.
  4. Select Conversion Type
  5. Optional: Add a value to measure the ROI of your campaign. 
  6. Use the drop down to select the Domain you’d like to this action to be applied to.
  7. Use Starts with or Exact to define which URL or set of pages should define an action  
  8. Click SaveLinkedIn Conversion Tracking Action via blog.adstage.io

Now you can add the Conversion Action to an existing or new campaign.

Apply LinkedIn Conversion Tracking to Your Campaigns

After you’ve created a Conversion Action, you need to associate it with the desired Sponsored Content or Text Ad campaign(s), so you can start collecting metrics and optimizing budget according to campaign performance.

It’s extremely important you apply the Conversion Action to your campaign(s). Otherwise, you will not be able to collect key metrics like LinkedIn advertising ROI (return on investment), conversion count, cost-per-conversion, conversion rate, etc.

Add Conversion Action to Existing Campaign

  1. Log In to Campaign Manager
  2. Click the Account and Campaign you’d like to add Conversion Action(s) to.
  3. Click settings (gear icon), located next to your Campaign name and select Select Conversions Select Conversions LinkedIn Conversion Tracking
  4. Check the boxes next to all the Conversion Actions you want to apply to your campaign. Apply LinkedIn Conversion Tracking to Campaigns AdStage Blog
  5. Click Apply

Add Conversion Action to New Campaign

  1. Create new campaign
  2. Click Select Conversions
  3. Check the boxes next to all the Conversion Actions you want to apply to your campaign.Create New LinkedIn Conversion Tracking Campaign via Blog AdStage

Apply LinkedIn Conversion Tracking to Campaigns AdStage Blog

How to Optimize Campaigns with LinkedIn Conversion Tracking: Reporting and Metrics

Since you assign different conversion types at the campaign or account level in Campaign Manager, you can easily view all the active Conversion Actions you’ve applied down to the ad creative layer.

Use the Conversion tab on the Account or Campaign level to understand your conversion performance using the following metrics:

LinkedIn Conversion Tracking Metrics via AdStage Blog

The metrics on the Conversion tab update on a recurring 4 to 24 hour basis. LinkedIn uses a 30-day lookback window, meaning any post-click conversion or view-through conversion a user completes within 30 days will be recorded. LinkedIn Conversion Tracking Campaign Report via blog.adstage.io

Pro Tip: LinkedIn records a single conversion for each conversion action in your campaign. For example, if a user converts multiple times within the 30-day window, LinkedIn will attribute the most recent ad click or view from that user.

The only exceptions to this rule is if you choose the Purchase or Add to Cart conversion type which will allows for counting multiple e-commerce actions within a 30-day window.

What Can I Do with LI Conversion Tracking?

LinkedIn advertising offers marketers an unparalleled opportunity to reach a global audience of 450 million professionals. A highly requested feature from expert LinkedIn advertisers, conversion tracking collects valuable information about specific audience segments and campaign performance. Now there’s a simple way to determine which LinkedIn ads are generating quality leads, acquiring new customers, and increasing brand engagement.

Here are just some of the ways marketers can benefit from LinkedIn Conversion Tracking:

  1. Understand which creative (Direct Sponsored Content or Text Ads) is performing the best amongst your target audience
  1. Understand which audience targeting is generating the best cost per conversion and total conversions
  1. Track visitor behavior, after the click through, on your web pages.
  1. Understand the percentage of visitors that are taking your desired web action (such as filling out a form) and track it back to the campaign and ad level.

Ready to Give LinkedIn Conversion Tracking a Try?

Use this guide to super charge your Sponsored Content and Text Ads with LinkedIn Conversion Tracking. Be sure to let us know if you have any questions or comments about getting started with LinkedIn’s new conversion tracking!

P.S. we love hearing from our readers, don’t be shy! Share your thoughts in the comment section below 👇

Top 5 Ways To Use The New AdWords Device Bidding

Posted by on Aug 30, 2016 in Advertising, Search | One Comment
Top 5 Ways To Use The New AdWords Device Bidding

How to improve your campaigns with Google’s new AdWords device bidding feature

Learn how the new AdWords device bidding tools can help you improve your conversion rate across different devices.

1. Make a base bid

Set a base bid and bid adjustments of -100 percent to +900 percent on one or more devices. You won’t have to make the same bid for multiple devices, which means you’ll have more flexibility over how you target your ads.

2. Launch separate campaigns

Customise your bids to the devices that your customers use the most. For example, if your market spends more time browsing products and services from a tablet device than a desktop or mobile, a tablet-optimised bid campaign will enable you to tap into this market and become more competitive. While a tablet-optimised or mobile-optimised campaign can help increase your ROI from those specific devices, it’s still important to make sure you have separate campaigns that effectively target all of your customers, whatever the device they use to find your products and services.

3. Identify weaknesses in your current campaign

By separating your campaigns to different devices, you’ll be able to identify any weaknesses. Were you expecting more customers to be visiting your website from a desktop? Is your mobile and tablet performance below your competitors? Whatever is working in your current campaign, integrate it into your new campaigns. Make sure you have a high Quality Score, as this will mean your campaigns have been Google-approved and will likely achieve higher rankings within the search results. A good PPC manager will be able to optmise your campaign to acheive these goals.

4. Enjoy greater control of your campaigns

When Google announced its Enhanced Campaigns a few years ago, it restricted the extent to which advertisers could customise their bids, because all desktop and tablet ads had to be grouped. So, for example, if your customers were more likely to find your products and services via a tablet than a desktop, you would have been disadvantaged. That’s because you wouldn’t have been able to optimise your ads to the device that your audience were most likely to use. This is how you create a responsive website – using HTML and CSS to ensure your content is correctly formatted for different devices. Fortunately, with tablet-optimised bidding you’ll be able to bid to an audience that is more likely to use this device. According to Laura Collins, the PPC Team Leader of the UK media agency and Merkle company Periscopix, it is estimated that tablets are more likely to be used for watching television and other entertainment, rather than work

5. Make the most of mobile

People spend more time browsing products and services online via their mobile than any other devices. That’s according to research from Google in 2015, which revealed that in the U.S, Japan and eight other countries, more Google searches were made via a mobile device than a computer. Google did not reveal the name of the other countries at the time, although it would be unsurprising if this included countries with the highest level of smartphone penetration, such as Australia, the U.K and Spain.

Want to learn more about AdWords bid adjustments? Check out their best practices here.

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Twitter Ad Awards, The New Search Placement You Can’t Ignore, and More…

Posted by on Aug 2, 2016 in Advertising, Social | No Comments
Twitter Ad Awards, The New Search Placement You Can’t Ignore, and More…

 FOR THE WEEK OF August 2nd, 2016


What’s New With AdStage in August

 Learn about our new product & feature releases! The launch of AdStage Report [beta], Account-wide Alerts, and more… Learn More


IN THE NEWS

Twitter Will Hand out Awards to Spark Advertiser Interest, Investment
The first-ever Twitter Awards will showcase the service’s best ads of the past year…

Marketers Root for Verizon as It Chases Facebook-Google Duopoly
Marketers seek an alternative to Facebook-Google powerhouse…

Facebook Plans to Enter Search Advertising Business
With over 2 billion searches per day, Facebook’s plan to move into search…

Google Gears up for 2016 Rio Olympics with Search Updates
Olympic events information made available with Google search


LEARN SOMETHING NEW

Are AdWords Default Settings Hurting Your Campaigns?
Those settings are likely affecting your campaigns’ performance…

A Step-by-Step Guide Guide to Advertising on Instagram
A helpful guide for marketers who wish to use Instagram for ads…

How Should You Use Display Advertising?
Display advertising is the closest thing to traditional advertising online….

7 AdWords Features You Didn’t Know Existed
7 AdWords Features that will take campaigns even further…


INDUSTRY TRENDS

Excited about Google’s new map ads? You should be!
Google releases new map ads to help businesses have more visibility

How does Google’s local algorithm work in 2016?
Insights from a study on Google’s local SEO ranking factors

Top 10 digital marketing stats of the week
The 10 statistics for digital marketing that are the most important

AdWords gains 3 new cross-device atribution reports
Google presents three new reports on cross-device activity


 

How to Easily Do a Quarterly Cleaning on Your Ad Account

Posted by on Jul 29, 2016 in Advertising | No Comments
How to Easily Do a Quarterly Cleaning on Your Ad Account

So you created an ad account last quarter and it’s still running ads. You’re still good to go, right? Well, if you’d like to avoid wasting spend and prefer not to lose your sanity in the process… you probably want to revisit those settings to ensure your account is still aligned with current goals.

Unless you’re advertising to a stale audience list with an unchanged product/service (psst… this should actually never be the case), you’ll need to make sure your ad campaigns are evolving with your business goals. Being able to find and make changes to specific components of your campaigns is the key here and a cleanly organized account is the way to accomplish this.

Of course organization can mean different things to different people, but here are the 7 essential components you need to keep in mind when doing your quarterly ad account clean-up.

Campaign Naming Conventions

Are the accounts themselves sorted into clear campaigns and ad groups? How can you tell? Much like a grocery store groups similar items into the same area, it’s helpful to group the content in the accounts into units that make it easier to find what you’re looking for and name them appropriately.

Ad Naming Convention via Search Engine Land

[Image Source]

To implement a sound naming convention for your account, think about the account’s structure – what separates each campaign from other’s you’ll create in the future. The more specific you can be with your campaign names, the more manageable your account will be. Choose a naming convention and be consistent with your verbiage between different accounts, campaigns and your general work.

{READ MORE: NAME YOUR CAMPAIGNS LIKE A PRO}

User Permissions: Users vs. Admins

Keep an eye on your user list to be sure only the correct people have access to the account and with the correct permissions. Be sure to remove any old employees who might have retained their account information and add anyone who will be helpful to have on your team.

Users and Admin Ad Account via blog.adstage.io

Campaign Scheduling

Determine the campaign run time using the account or campaign goal as a guide. Are you running an e-commerce limited time only sale? Are you a SaaS company trying to increase in-trial sign ups and demo leads? Understanding your campaign KPIs will guide how you schedule, budget and optimize for each campaign’s corresponding goal. It also provides clarity into campaign health and quickly highlights immediate changes.

Campaign Schedule for Ad Account via blog.adstage.io

Before you start scheduling all your campaigns away, make sure that you have done your due-diligence and researched the optimal times for target audience engagement. Apply this handy Paid Ad Dashboard by Tom Edmondson to your Google Analytics for a clear view of best conversion times / days, then adjust your schedule accordingly. For AdStage customers, you can easily schedule your campaigns, ad groups/sets, and ads to automatically turn on/off based on the times and/or day you’d like to show your ads.

Budget Pacing

By far the touchiest part of the process. If you’ve got an unlimited budget then you’re probably all good here… But the chances of that are pretty slim, right? Most paid advertising companies have an auto-bid function calculating the recommended price per click they, but it’s up to you to determine if that fits within your budget. Again, check your analytics reports and increase or decrease budgets as needed.

Increase or Decrease Budget on Specific Date/Time via blog.adstage.io

The key here is to be aware. You should never hop into your campaigns only to learn you’ve overspent your budget or bids. Know what you have to work with, know which campaign each portion is going to, and monitor it regularly. If you’re an AdStage customer you can use Automated Rules to perform campaign tasks that trigger based on performance criteria you set. For example, you can easily pause/start campaigns, and even increase/decrease budget or spend, based on metrics like cost-per-click, cost-per-acquisition, click-thru rate and much more.

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Conversion Tracking

What’s the point of watching a baseball game if no one is keeping score or stats? The same could be said for creating an ad campaign without measuring the results. Review the goals of the campaigns and decide what metrics will signify success. Make sure the conversion tracking is properly applied! This is a common mistake that can cost you valuable data.

There are multiple types of conversions you might want to track – do you care about form submissions? Purchases? Engagement? Decide what metrics you want to know and make sure the tracking code is linked to those specific parts. For example, having your conversions tracked on your landing page won’t tell you if a customer completed their transaction.

Conversion Tracking Ad Account via blog.adstage.io

{READ MORE: CONVERSION TRACKING}

Ad Copy

Are all your ads approved to run? Or are there some lingering in the unapproved list that need to be updated and resubmitted? Remember that relevance is fleeting so you’ll probably want to make sure all keywords and ad copy are still applicable to your goals. Check that each ad has consistent copy across your headlines and landing pages – also don’t forget to include edited a prominent CTA.

Placement/Targeting

As daunting as it can be to jump into someone else’s frame of mind and organizational structure, taking over an account usually has some benefits – the leg work is done and the waters have been tested. Once again, refer back to your data. Is your targeting on point? Are you seeing a more specific audience converting? Tailor your ads and targeting to reflect that.

Placement_Targeting Ad Account via blog.adstage.io

Quick Recap

To easily do a quarterly cleaning, check these 7 things in your ad account:

  1. Campaign Naming Conventions
  2. User Permissions
  3. Campaign Scheduling
  4. Budget Pacing
  5. Conversion Tracking
  6. Ad Copy
  7. Placement and Targeting

After you’ve performed all these audits try to document the changes you made if the original campaign owner will be returning. If the campaign is all yours now… Relax! Everything is organized and should run itself with minimal oversight, just don’t forget to revisit these items every so often to keep things relevant and organized.

Verizon to Take on Google in Search, Strategic Campaign Tracking, and more…

Posted by on Jul 26, 2016 in Advertising, Search, Social | No Comments
Verizon to Take on Google in Search, Strategic Campaign Tracking, and more…

 FOR THE WEEK OF July 26, 2016


Introducing AdStage Report

AdStage launches its new product called Report, which lets advertisers and agencies create custom visual reports in multiple formats such as PDF, CSV, and web using data from Google AdWords, Google Analytics, Bing Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, Twitter Ads, and more… Learn More


IN THE NEWS

After Buying Yahoo for Nearly $5 Billion, Verizon Is Now in the Search Business
Verizon will have advertising deals with both Google and Microsoft…

Google Mobilizes With AMP Ads And Programmative Native
The solution to slow mobile ads is AMP & programmative native…

China Is Banning Ad-Blockers (But It Might Also Not Be)
China’s law about advertising ads is a little misleading…

Google’s Smart Bidding Will Soon Include Ability to Set Target CPA by Device
Last year, there was a conducted experiment to predict Google rankings…


LEARN SOMETHING NEW

3 Signs Your Landing Page Copy Is Leaving Visitors High and Dry
PPC landing pages w/ great traffic that aren’t converting can be fixed…

What Can Ad Agencies Learn From The Software Industry?
The influence of the web may force ad agencies to be more adaptive…

Surface Your Videos When Viewers Are Looking for What to Watch
Google AdWords builds TrueView discovery ads for finding brand content…

How a Strategic Approach to Campaign Tracking will Rock your World
Key strategies so you can more effectively report on campaign performance…


INDUSTRY TRENDS

Millennials Don’t Hate Advertising: It’s All about the Value
The value exchange between consumer and the brand is very important…

Email Marketing is a Double Win for Customer Acquisition
Email marketing can acquire and retain more customers…

Survey of Creatives Finds a Major Gap in How Advertisers
The concept programmatic advertising is made more clear…

What Does the Future of Facebook Advertising Look Like?
Ebook that shows marketers how to better use their Facebook ad tactics…


 

6 Killer PPC Lessons Learned You Need to Know

Posted by on Jul 21, 2016 in Advertising, Social | One Comment
6 Killer PPC Lessons Learned You Need to Know

LinkedIn Marketing Solutions Experts Fiona Gallagher and Hilal Koc:

6 Key Lessons for Marketers from Advertising Week Europe

What can we learn from Advertising Week Europe….

As a platform, LinkedIn has become a top way for companies and individuals to connect with one another and expand each other’s network.  Over time, however, its services across industries have grown and become more innovative, especially for marketers.  One of those new features is LinkedIn Marketing Solutions, which helps trend-savvy marketers make themselves known in the greater community and connect with key thought-leaders.  At the end of the day, all who use it will benefit from it.

This blog post features LinkedIn Marketing Solutions’s UK Field Marketing Manager, Fiona Gallagher, and Hilal Koc, the Partner Program Manager EMEA.  Through LinkedIn’s blog, “LinkedIn Marketing Solutions”, Fiona writes about her experiences while attending Advertising Week Europe with Koc.  Attracting marketers, advertising and technology experts from across the globe, this advertising conference holds more than 200 seminars and workshops which tackle today’s top marketing trends and issues. It has become the hub for marketers to share their insights and experiences with each other.

So what does one do with all of this information? Even for marketers who were unable to attend Advertising Week Europe, there is still much to be gained. Fiona Gallagher and Hilal Koc share the 6 lessons learned from Ad Week Europe and uncover how marketers, advertisers and tech experts can better use LinkedIn to apply those lessons to their marketing campaigns.

The 6 Killer PPC Lessons Learned from Ad Week Europe

1. Brand purpose is the source of competitive advantage

Making oneself as competitive as possible becomes a whole lot simpler when one’s brand has a clear, defined purpose.  In a recent research presentation study called Insights 2020 by the Advertising Research Foundation, 80% of the featured brands revealed that brand purpose was the main driver of their internal and external marketing initiatives.  If marketers can encompass a direct purpose or overarching goal into everything they do, their competitiveness is guaranteed to increase.

This seems almost intuitive, but what does a marketer need to do in order to give purpose to their brand? According to Gallagher and Koc, the way to do this is to listen to what your audience is saying and be as authentic as possible.  What are they responding to the best and what are they not responding to?  Talk to thought-leaders and other marketers and create a community on LinkedIn.

2. B2B choice more emotive than B2C ones

This lesson makes sense, but it may not seem clear to some marketers at first.  With B2B interactions you are handling not just the needs of an individual, but the needs of another business.  It will have outcomes that will affect the company and its employees, which means much higher stakes. To quote another thought-leader, Laura Milsted, “If you buy a pair of trainers and don’t like them, you can always take them back.  In B2B, the implications are a lot bigger – and therefore the choice is a lot more emotional”. In some ways, marketers are asked to disregard B2B as Business to Business and consider it a little more like B2P (Business to People), because it takes into account their everyday lives and personal motives/interests outside of the company.  The easiest way to do this is to make the brand as relatable as possible and make more connections to deeper motivations.  This makes it more inclusive and community-based so that decisions can be made with more transparency between businesses.

3. Marketing’s use of technology needs to put the consumer first

As marketing becomes more and more digital, it can be easy to think that the more you produce, the more successful you will be.  However, digital marketing doesn’t come without its own digital barriers, i.e. ad-blocking. Despite its negative connotation, objectively, it is the consumer’s reaction against marketing’s free-rein use of technology.  More doesn’t always mean better for all consumers.  The biggest mistake a marketer can make in response to ad-blockers is to blame consumers for enabling them.  Rather, marketers must be diligent to approach advertising in a more personalized way. This means adding more value and quality to everything that is produced.  Marketers who put themselves in the shoes of the consumer can better picture how their content is perceived.

The next three lessons are tips Fiona Gallagher and Hilal Koc believe were overlooked during Advertising Week Europe, but feel they are important to discuss.

4. Brands need new creative ways to build trust with consumers

In the fast-moving industry of advertising and marketing, several marketing tactics are becoming less popular, such as broadcast and TV marketing.  More and more companies are using social media and digital marketing platforms to advertise, but using them isn’t enough.  Marketers and digital advertisers are now forced to be more creative than ever to appeal more to consumers, coming up with newer and smarter strategies.  Adobe, for example, has exemplified the push for creativity by introducing “30 Days of Buzzwords”.  This was met with much success because it left consumers with more knowledge than before and the time-period gave them something to look forward to.  Thinking outside the box and challenging each other will go a long way.

5. Marketers need to focus on measuring content rather than just making it

Even when marketers are producing meaningful content, repurposing their brand and listening to their audience, failure to manage that content will result in missed opportunities and less success.  After putting in all the work to make their marketing campaigns successful, one cannot assume that the work is done.  Finding a way to measure the success of the ad campaigns and making changes accordingly is the most important final step in this process.  What pieces of information are the most useful to track in order to optimize conversions and gain more traffic?

Marketers should:

  1. Identify the most important metrics to measure.
  2. Align the reporting terminology i.e. keeping everything together in one platform.
  3. Test and optimize.  This is the way to make the most out of their content.

6. Storytelling increasingly involves creating stories themselves

Again, this also seems pretty simple to understand, but perhaps it is the reason why it may be overlooked.  The marketing environment must be more open and innovative in every aspect, otherwise, the industry cannot hope to grow as well as it can.  It is necessary to establish a positive framework and have it be inclusive.  Consumers can then feel like they’re part of the process and their needs are being met.

All-In-All

The most important things that Gallagher and Koc want marketers to know is that when you’re creating marketing and ad campaigns, you must show that all your content is part of a greater picture.  Content is strong when the brand can be recognized within it.  It must be thought out and have the consumer in mind, requiring in some ways for marketers to play both sides.  In addition, it is key to not only appeal to one’s audience, but to keep them engaged and satisfied through creativity and an open environment.

To gain more insights and best practices from Fiona Gallagher and Hilal Koc, be sure to check out LinkedIn Marketing Solutions’ featured webcast and blog post here.

The big lessons we took away from Ad Week Europe

6 Lessons from Advertising Week Europe 2016 Live Webcast

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