Is Net Promoter Score right for your business?

Posted by on Jan 30, 2017 in Advertising, Agency, Reporting | No Comments
Is Net Promoter Score right for your business?

I learned about Net Promoter Score in business school and, when I joined AdStage a few years ago as VP of Product, I thought this would be a great chance to put that skill to use. After all, Net Promoter Score is known as a universal measure for customer experience management. Once I went through the process of actually attempting to measure customer experience, however, it became clear that while the score might not be universally useful, the lessons learned in the process can be.

Getting to Know Your Users

When I first joined AdStage, step one was to make sure I truly understood our user base. Why do they use our product? What pain do we cure? How do they feel when they use it? That meant doing my best impression of a journalist delving into the complexities of a story. By the end of step one I had developed a true sense of empathy for our customers.

 

Step two was to go to the game film. This meant watching users as they attempted to use our product. I did this by combing through event data, user logs and even spending some time in our customers’ offices doing physical user shadow sessions.  It doesn’t take long to realize users say they do one thing but actually do something very different. Ask a user if they like a feature and they’ll confidently say, “yes.” Yet you then watch them awkwardly scan the page and it’s pretty obvious they have never used that feature before.

Once I logged enough hours I felt like I had a great grasp of their workflows, mindset and behavior.

When Companies Should Employ Net Promoter Score Surveys

Like many B2B companies, we started with a handful of customers that used our product. It didn’t take long to connect with almost all of our users to learn their stories. Fortunately, that handful of customers grew to thousands. That meant I was no longer able to personally know every single customer and their challenges. I needed to put something in place to formally collect feedback.

Along with customer feedback surveys (we use Typeform) and an analytics tool (we use mixpanel), this was when I decided to deploy a Net Promoter Score survey.

How to Set Up Your Net Promoter Score Survey

The Tools:

There are lots of tools to automate your NPS survey (we use AskNicely) so it is sent to the right people at the right time. We wait 60 days after a customer has started paying for our product. This gives our customers enough time to use the product and give meaningful feedback. Remember: you want complete honesty, not a vanity metric. We then check in with another survey every 6 months.

 

 

With a little work you can also rig your customer communication tools (we use Intercom) to generate automated responses so you message Promoters, Passives and Detractors with a relevant and timely message. In my experience about 50% of people respond to my automated email asking for more detailed feedback. You can learn how to set up the Intercom Asknice.ly integration here.

The Question Itself:

A lot of people recommend changing the wording of your NPS survey question beyond the classic “How likely is it that you would recommend [brand] to a friend or colleague?” However, in my experience, it seems like customers ignore the actual question text and just think of the 0–10 rating as a way to express general satisfaction.  If there’s one thing NPS has done, it’s created a standard feedback mechanism that users complete at a higher rate than traditional satisfaction surveys. So I feel it is better to leave the standard question so users quickly and honestly respond. Rewording the question forces people to read and think. Both things they hate to do.

Why Companies Should Employ Net Promoter Score Surveys

The classic Net Promoter Score survey is calculated using the answer to the survey question regarding likelihood of recommending your product and a 10-point scale. Many believe this to be the core measurement for customer experience management programs worldwide and it can work if you’re a B2C company with tons of engaged users and a huge sample size.

Net Promoter Score via checkmarket.com
However, we’re a B2B platform and we simply don’t have the same scale as a consumer app. And we don’t like touting data that we don’t have a high enough sample size to back. As a result, we use the Net Promoter Score survey as a means to collect qualitative feedback and as an early warning system to discover if a user is unhappy.

In the end, we don’t use the actual “score” in Net Promoter Score. However the survey and automated messaging we set up to send and manage NPS turned into a efficient way to illicit quick and honest sentiment from our users on a regular basis. To go back to my journalist analogy, it is the tip-line that points me in the direction of a user that I need to sit down with and interview.

What You Need for the Most Effective PPC Reports Possible

Posted by on Jan 17, 2017 in Reporting | One Comment
What You Need for the Most Effective PPC Reports Possible

After spending thousands, if not millions per month on PPC advertising, your executive team will want to see how your ad efforts are paying off. Reporting on a regular cadence is an inevitable task for any business measuring ROI for their ad budgets. The key to creating effective PPC reports is making sure that your reports are informative, digestible, and  appropriate for the audience at hand. In this blog post, we’ll go over the five elements of reports that fit all of those criteria.

1. The Results

Start with the highlights. It may seem like a smooth narrative to start with the nitty gritties and build to the big picture, but providing wide lens context from the start is going to make for a much stronger meeting. Your leaders and colleagues all have a lot to do, and while we PPC managers like to nerd out on the little details, beginning a report with every campaign change or specific conversion metric will not be relevant to each person to whom you are presenting. When showing the results, tie everything back to your business or marketing goals. Below are a few examples of PPC campaign results that refer to larger business goals:

B2B Companies

Over the past quarter:

  • We generated 150 marketing qualified leads with the same budget as last quarter
  • 75 of these leads took a sales demo meeting
  • 25 of these prospects converted into customers valued at $200,000 added revenue

E-commerce Companies

In the month of July, we were tasked to sell-through our swimsuit inventory:

  • We created new swimsuit campaigns with promotional discount pricing
  • The campaign sold 75% of the available inventory, netting $200,000 in revenue
  • We spent $25,000 of our total monthly budget on these campaigns

2. Key Metrics

While Google offers tons of really granular measuring tools for very specific numbers, there are a few key metrics that you should include in every PPC report. For recipients who are not used to looking at PPC reports, you can even translate the PPC terms into business terms. The five key metrics we recommend are:

What You Need for the Most Effective PPC Reports Possible via blog.adstage.io

 

Also, the numbers alone may not mean anything to executives who do not remember the benchmark metrics from the previous period. Therefore, showing the delta between the previous month and the current month will help provide context into whether campaigns are performing. Here’s an example of how you could show the delta of the key metrics in your report:

What You Need for the Most Effective PPC Reports Possible via blog.adstage.io

3. Trend Graphs

For many executives, their day consists of a series of meetings in which they see report after report after report from various departments. To expect someone with this schedule to be able to quickly track and understand your accomplishments over time without a little helping hand is not a reasonable ask. Including trend graphs helps them visualize performance and ask questions, especially if there are peaks or dips in traffic and conversions.

What You Need for the Most Effective PPC Reports Possible via blog.adstage.io

4. Explanations for Performance Changes

With each trend graph, you should include a brief explanation, outlining any campaign optimizations or changes you made to reflect major spikes or dips in performance. For example, you could say:

“In the above graph, we added negative keywords to our campaign to shape traffic more strategically. So, although the number of unique visitors went down, conversions remained the same.”

A sentence or two is all you want here. If you start including long paragraphs of text on your reports, then that’s a hint that the data isn’t speaking for itself and you need to re-think which metrics you’re including.

5. Granular Tables of Key Metrics

For the really detail-oriented readers, throw in some granular tables of key metrics. These can either be at the campaign level, usually explaining the top performing audiences, or at the creative level, to better understand what messaging is driving interest. Here is an example of what this section of your report could look like:

What You Need for the Most Effective PPC Reports Possible via blog.adstage.io

Follow these 5 tips and, at the very least, you’ll have the building blocks you need to have a smart, efficient conversation about your PPC performance. At the very most, your executives walk away feeling confident in your abilities, not only to run your campaigns, but to communicate your work to the greater team.


At AdStage, we know that having effective PPC reports can positively shape your relationship with investors, executives, and colleagues. That’s why we created Report. Automatically create effective PPC reports across Google, Bing, Facebook, LinkedIn, and Twitter.

What You Need for the Most Effective PPC Reports Possible via blog.adstage.io

 

KlientBoost’s Client Retention Magnets: How to Secure Your Bottom Line

Posted by on Dec 7, 2016 in Agency, Reporting, Search, Social | No Comments
KlientBoost’s Client Retention Magnets: How to Secure Your Bottom Line

EDITOR’S NOTE: This client retention marketing infographic is part of KlientBoost’s 25-part series. We’re super excited to partner with them so you can enjoy a new gifographic once a day in your inbox. You should subscribe here.

There are a whole heck of a lot of marketing optimization posts out there to read, but just a tiny amount of client retention posts that are dedicated to marketing agencies.

If you run an agency like I do at KlientBoost, or even work at one, then you know how crucial client retention is to the growth of your business.

With a crappy retention rate, you feel like you’re treading water.

But instead of water, you’re treading in quick sand and slowly being poked by a million small toothpicks, while elephant poop is being dumped on your head.

Client Retention via blog.adstage.io
Couldn’t find one GIF that had all three – GIF source

But joking aside, client retention is a serious thing. You’ve worked so hard to obtain a client, so why not set some things in place to keep them around longer?

That’s why we partnered with AdStage to bring you our biggest client retention lessons that we’ve learned in the two years of significant growth we’ve had (to almost $250k in monthly recurring revenue) all in one fun gifographic (with no elephant poop. Promise).

Client Retention Magnet via blog.adstage.io

Where’s The Money?

Being an agency owner, there’s a good chance that you’ve spoken with other owners about the painful things they endure.

But one of questions I often get revolves around client reporting and the amount of time it takes.

The only issue is that reporting outside of the bottom line isn’t that important. Too many agencies get caught up in reporting in metrics like CTR, impression shares, or quality scores without talking about the most important thing:

Money being made

It wasn’t until recently that we started requiring all account managers to ask that very important question to their client, which could either give a dreaded response or an exciting answer:

“Are you making more money?”

It’s too easy to get caught going through the motions or adjusting a few things here and there that have no real business impact.

Once you know that a client isn’t making more money (and you ask the question early enough), then you have enough time to make any pivots needed to get them in the right direction.

Fail to ask that question, and you’re hoping that your client is honest enough to tell you they’re not happy before they randomly stop working with you.

Just by having that one question up our sleeves, we’ve been able to catch fires way before they happen, and that has helped our retention in a very positive way.

The Four Client Phases

Once you know that a client is or isn’t making any money, the next step is to have a game plan for how to get them to make more money, again.

We decided to create four phases that all clients go through, and once they’ve graduated from one phase, the next phase has a new set of tasks we need to take care of before they move on to the next.

Here are the client phases we use at KlientBoost to identify client progress:

#1 Traffic: Nothing starts without traffic. If your client isn’t getting enough traffic, then any CRO tests you try to run are most likely going to fall on their face.

This means that the goal isn’t to try to run display campaigns to get cheaper CPCs to get more clicks. Instead, ask the client for more budget so that some quicker wins become a reality.

This is where you shouldn’t focus on the landing page.

This phase should take no more than a week.

#2 Conversion: Now that you have traffic, the next step is to generate conversions. And after that, you need to make sure that the client is able to make money off those conversions.

This is where you focus on the landing page side, and not so much on traffic side.

This phase can take one to two months depending on how many different CTAs you have to test.

#3 Profitability: Once a client has traffic and conversions, the next thing to know is whether or not they’re profitable. With ad spend and agency fees in mind, is the client able to achieve a higher ROI?

If not, then you need to figure out why and adjust. Going multiple weeks with the same traffic and same landing pages most likely won’t turn a corner fast enough.

This phase can take one to two months as well.

#4 Scaling: This is the final phase and the one that’s the most fun to get to. Once you have traffic, conversions, and profitability, the next step is to start growing the account.

Here, you’re able to start testing new PPC channels to grow the entry points of your clients funnel.

This phase can last forever and never plateau.

By knowing which phase your client is in, your account managers can easily decide which tasks to focus on for the week.

If a client is in Phase #3 and the account manager is still spending most of their time adjusting bids and testing ads, then there’s a good chance that client will never graduate to the next phase.

And if that happens, then your retention rate suffers, too.

Deep Deep Communication

If there’s a thing I’m obsessed with when it comes to working with clients, then it’s having a pulse on them.

Are they happy, sad, not confident, or excited?

But a pulse is much more than knowing how they feel about your services – it’s more about honesty and having the client feel like they can tell you anything to help both of you out.

So many clients are afraid of hurting feelings and they would rather not share what irks them. The biggest downside of this lack of communication is that you feel blindsided and shocked when they decide to stop working with you.

See, it’s easy to have your clients think you’re too busy and have no time for them, and that’s actually one of the biggest reasons they choose to leave.

Not lack of performance.

Client Retention via blog.adstage.io

Surprising, right? – image source

What I’ve also found is that clients are more than happy to give you time and are patient enough wait until you figure out what works and what doesn’t.

Once they know that you have their best interest in mind, they’ll give you more time before they cancel, because they like you.

I’ve sat in on a lot of client calls as a fly on the wall, and I keep seeing that a lot of client and account manager communication is super shallow and filled with pointless small talk.

Being honest with your clients and letting them know that you agree things aren’t doing well will help them be honest with you.

This strategy has oddly helped us have clients who canceled with us, refer people they know to work with us.

That doesn’t happen very often.

Speed, Pivots, Feedback, & Audits

There’s nothing that I value more than execution and speed. And I know it’s the same for our clients.

Having your client know that you have a sense of urgency is one of the best feelings you can give them.

Here are the four things we’ve found help our speed and retention rates as well:

Speed: The faster we can move from one campaign or landing page to the next, the faster we’re able to move a client from one phase to the next.

Pivots: This means that you need to be able to see if a campaign won’t work early enough for you to do something about it. It’s common for us to pivot once a week for a client until we’ve gained traction.

Feedback: Having regular feedback calls with a client has done very well for us. During the first month and second month mark, we have another team member (other than the account manager) call the client to get insight on what we can do better.

The most important part of this is doing it early enough in the relationship so you have time to salvage it.

Audits: This point is for the owner of the agency.

We’re coming up on our two year anniversary as an agency and the amount of changes we’ve made to our processes has been astounding.

By auditing our processes, we’ve been able to identify things like:

  • What skills do certain account managers lack so we can train them to be stronger?
  • Grouping one CRO designer with two account managers for better education transfer between all.
  • Giving every team member a topic ownership to teach all other team members about. They’re now the resident experts on LinkedIn Advertising, Google Tag Manager, or CRO tools.

Sometimes your best bet is to attempt something and then adjust. Most of what we’ve learned has come from pure trial and error.

Back To You…

The best part about running an agency and priming it for growth, is that you can split test your own company, just like you split test things for your clients.

By neglecting change, you’re not only going to continue to suffer, but you’ll eventually burn out and throw in the white flag.

Agency life is tough, but so is anything that’s worth pursuing.

I hope some of these insights can help you spark change and get your retention rate up and to the right. 🙂

What’s New with AdStage: November

Posted by on Nov 22, 2016 in Product Updates, Reporting, Social | No Comments
What’s New with AdStage: November

November was an exciting month for AdStage. We released an easier way to assign campaigns in Automate, a new KPI progress widget, drag-and-drop widget support, and global date ranges for Report.

Let’s take a look at the new releases below👇.

Automate

New IF Condition: Campaign Name

Easily build an Alert or Rule for the campaigns you care about using Campaign Name contains function.

Select Campaign Name in the IF Condition to make more changes across accounts at scale by quickly including/excluding campaigns. 

Let’s say I want to increase bids for all campaigns containing the campaign name Turkey Day Promotion to boost audience reach for the last 3 days leading up to Thanksgiving day. 

New IF Condition AdStage Automate Product Update via blog.adstage.io

Report

Track KPI Performance Lift

New Progress Widget

Track specific performance goals or KPIs across accounts for a selected time period. Use the new Progress Widget to get a quick view of how certain campaign/account KPIs are performing at any given period.

Let’s say your target budget for the month is $10,000 across your selected campaigns.

The Progress Widget will show how much of your monthly budget you’ve spent, compared to your total target budget. You can see by the 15th, you’ve spent 69.49% of the total monthly budget.

AdStage Report Progress Widget Product Update via blog.adstage.io

From these insights, you might then decide to perform an account audit to see which campaigns you should pause or adjust budgets for.

Your Dashboard Just Got A Whole Lot Faster

Easily Resize Widgets

We wanted to give our customers more control over customizing their PPC reports. Prior to this release, widgets were only available in full-width.

Now you can customize your reports to show performance trends in the same view. With resizable widgets, you can easily resize widgets to ⅓ , ½, ⅔, or full width.

What's New AdStage Report Product Update

Quickly Move Widgets Around

Drag-and-Drop makes rearranging widgets as easy as possible. Simply drag the widget to move widgets around the dashboard quickly.

Drag and Drop PPC Report Widgets via blog.adstage.io

Make Sweeping Date Changes Across Your Dashboards

Edit Date Ranges at the Dashboard Level

Before introducing Dashboard Level Date Ranges, we noticed many of our customers had to painfully edit each widget’s date range within their dashboard to view performance data.

With the ability to edit date ranges at the dashboard level, all your widgets will update with data from the newly selected date range.

Quickly Move Widgets Around Drag-and-Drop AdStage Report Product Update via blog.adstage.io

Coming Soon!

New Report Features

Use Custom Data to Analyze Full-Funnel PPC Performance

Create a unified Report you can easily share, markup, annotate, and customize with the conversion data you’re already collecting in other marketing tools.

Get a full view of which ads are the most valuable and move the needle for your most important business metrics.

Native Facebook Widget

Soon all AdStage Report customers will be able to generate tables, summary, and chart widgets using Facebook data including Demographic, Geographic, Placement, and Page insights.

We always love hearing from our readers😍!

Let us know what you think about the product updates in the comments below.

AdStage Report PPC Reporting via blog.adstage.io

P.S. Want to check out the full product release?

Visit our new release notes portal, where we’ll be keeping you up-to-date with the latest and greatest from the AdStage labs!

[Slideshare] How to Marry Marketing Automation with Social Advertising for B2B

Posted by on Nov 11, 2016 in Advertising, Automation, Reporting | 5 Comments
[Slideshare] How to Marry Marketing Automation with Social Advertising for B2B

Hubspot’s Inbound 2016: Multi-Channel Lead Nurturing

Couldn’t attend HubSpot’s Inbound conference this year? Don’t worry, we’ve got you covered!

At INBOUND this year our very own – Sahil Jain, AdStage Co-Founder & CEO,  revealed how B2B marketers should integrate social advertising into existing marketing automation campaigns to drive more opportunities and revenue.

We’ve had an overwhelming number of requests to share his deck, so without any further ado…

Why Marketing Automation + Social Advertising = Conversion ❤️

Marketing automation allows you to keep a pulse on your prospects by having additional touch points, moving them into different stages of the lead and customer lifecycle.

For example, you’re all familiar with Hubspot’s Inbound Methodology diagram:

Hubspot Inbound Methodology Marketing Automation B2B via blog.adstage.io

You have a blog to attract visitors, and connect with these visitors through engaging content – eventually they sign up for your blog, which turns them into a lead. You can then use automated emails and drip programs to influence your prospect to becoming a customer. After they become a customer, you have an additional marketing automation track that turns your customers into promoters.

Using marketing automation provides you more insight into how prospects are interacting with your brand and what stage they are at in decision making process. But, there’s one flaw in marketing automation that exists today…

It primarily focuses on email. What about the other channels where your audience is consuming content? Your audience is everywhere. While email is a fantastic medium, your prospects & decision makers are spending a lot of time consuming content and interacting on social channels.

We Are Social recently released their recent study on the state of Digital, Social, and Mobile usage around the world showing that the pace of change shows no signs of slowing. YOY growth remains strong, particularly in the use of mobile social media:

  • +7.6% Internet user growth
  • +8.7% social media user growth
  • +3.4% mobile user growth
  • +23.3% mobile social media growth

Social media usage continues to grow around the world, with global penetration rates now in excess of 30%. Investments in social advertising worldwide are forecasted to nearly double in a two-year time span, going from $16B U.S. dollars in 2014 to nearly $31B U.S. dollars in 2016. 

Investing in social advertising makes sense when you think about how much time users spend on each social network.

Fun Fact #1: Only 2% of cold calls actually turn into a booked appointment (Source: LeapJob)

So we as marketers, have been coming up with new ways to reach decision makers. This presentation is going to cover some new ways social ads are helping overcome this challenge.

Fun Fact #2: A company size that ranges from 150-500 typically have up to 6 or 7 decision makers for a large decision (Source: Cirrus)

The question then, is how do we reach all of these decision makers in a scalable way?

Click through the slideshare below👇 to learn reveal how advertising can better influence top prospects, amplify your existing content distribution channels, and accelerate lead stages and sales cycles through engaging social advertising campaigns.

 

 

9 Easy Ways to Automate Your LinkedIn Ads for Better Results

Posted by on Oct 19, 2016 in Advertising, Automation, Reporting, Social | 11 Comments
9 Easy Ways to Automate Your LinkedIn Ads for Better Results

Why You Should Automate Your LinkedIn Ads

The topic of automation in marketing raises a lot of questions, curiosity, and even a degree of apprehensiveness. For good reason — it can seem scary to give up a portion of control over your ad campaign management over to technology.

In an ideal world, advertisers would have the capacity to monitor and tweak their campaigns around the clock — even on weekends. In reality, dedicated optimization time continues to dwindle under the weight of increased responsibilities, meetings, and unyielding reporting requests. There’s a time and place for automation, and it can have a profound impact on the performance of your ad campaigns, while freeing up marketers to refocus their time on what matters most.

Before we can understand how advertising automation can be used to drive better performance from your LinkedIn Advertising campaigns, let’s take a step back and examine what automation for your advertising campaigns actually means.

What is Ad Automation?

Advertising automation is the process of turning previously manual, often mundane optimization tasks into automated jobs that run in the background using technology. This allows for continual monitoring and optimization of ad accounts, campaigns, and ad creative without taking up a marketer’s precious time.

What Are The Benefits Of Using Automation?

1. It provides marketers with more time to dedicate to high level items:

    • Forming comprehensive campaign strategies
      • In-depth audience & targeting research
      • Estimating budgets & expected return projections
      • Creating thorough, robust new campaigns
    • Crafting more impactful ad creative
      • Creating themed content campaigns
      • Enhancing your product/service positioning that better resonates
      • Testing messaging with variations
    • Optimizing past the click (Conversion Rate Optimization)
      • Improving the landing page experience
        • Such as ensuring your landing page is mobile friendly
      • Testing different calls-to-action
      • Rearranging your forms position and field length

2. It can be used to monitor and improve performance trends in real-time:

    • Observing the pacing of your budget at the account and campaign levels
      • Combating overspend by pausing campaigns that reach budget
      • Increasing the pacing of underspending campaigns with bid optimization
    • Tracking and increasing the performance of your ad accounts, campaigns, and ad creative based on the metrics you care about. Such as:
      • Average CTR increases or decreases
      • Average CPM or CPC increases or decreases
      • Conversion volume trends
      • Cost per conversion trends

What Tasks for LinkedIn Ads Should I Automate?

As a LinkedIn Marketing Solutions partner, here at AdStage, we’re obsessed with creating new automation solutions that provide better campaign performance and save marketers an incredible amount of time. Below are some suggested automated tasks gained from leading LinkedIn advertiser suggestions and analysis of millions in ad spend.

1. Campaign Monitoring & Alerting

Campaign Budget Pacing Alert

Ensure your campaigns don’t overspend past your target budget with a campaign spend alert.

LinkedIn Ads Budget Pacing Alert automation alert

Let’s say you have a campaign with a $800 budget for the course of the month. Instead of needing to check in on the budget pacing for the campaign each weekday, instead set email alerts to fire when campaign spend is close to reaching your total budget.

Campaign Overspend Alert Setup

IF my “LI Conversion Tracking – Blog Post – Engagement” campaign reaches 85% of my budget (spend greater than $650), then I want an email alert sent to my inbox. I want this alert to run everyday before 5am and check on the month-to-date spend of the campaign. Once I receive the alert, I’ll lower the daily budget to pace correctly across the remaining days of the month.

Account Underspend Alert

Advertisers are provided with a budget to aid with company goals. Failing to maximize your total budget limits the number opportunities to make a larger impact for your organization. Monitor the spend pacing closely with an account level alert so you can make adjustments to utilize your total funds.

LinkedIn Ads Automate Alert Account Underspend via blog.adstage.io

Imagine having a total monthly budget of $12,000 to spend on LinkedIn advertising a month. In a 4-week month, you have a budget of $3,000 per week to spend on advertising. Instead of constantly needing to calculate monthly spend pacing in dashboards or spreadsheets, create an alert to monitor rolled up weekly spend across all your campaigns.

Account Underspend Alert Setup

IF my total ad spend last week across all the campaigns in my account is less than $2,500, THEN send me a triggered email alert to prompt me to increase campaign budgets.

2. Optimization Rules

Pause Ads with No Conversions Rule

Continuing to advertise poor performing ad copy has the negative impact of increasing your overall average cost per click, and your average cost per conversion (lead) prices. Pause poor performing Sponsored Content and Text ad creative automatically by setting up a performance rule.

AdStage Automate LinkedIn Ads Automate-Pause Non Converting Ads

Non-Converting Ad Creative Pause Rule Setup

IF any of my ad creative across desired campaigns has historic spend of $120 or more, AND over 500 impressions, BUT has received no conversions, THEN pause those ads in question — using data from the past 14-days, automatically. Run this rule everyday at 5pm and send me an email digest of the campaigns paused.

Increase Bids for Low CPA Campaigns Rule

There’s an old saying in digital advertising: if you find something that works, double down on it. Take advantage of campaigns with great click through rates and attractive cost per conversion trends by increasing their audience reach with bid optimization.

LinkedIn Ads AdStage Automate Rule Increase Campaign Bids

Increase Bids on Campaigns with Low CPAs Rule

IF any of my Text Ads or Sponsored Content campaigns have a CTR of greater than .30% AND an average cost per conversion of less than $150 AND more than one historical conversion over the past 14-days, THEN increase the campaign bid 5%, with a bid ceiling of $18.00. Schedule the rule to run every Monday morning at 5am.

Wrapping Up

Automation doesn’t need to be daunting. Instead view it as a way to automate your most mundane and routine ad optimization steps, freeing you up to think about high level strategy and ad creative. Dabble with email alerts until you feel comfortable with the process, then move into automation rules to drive better campaign performance and more conversions.

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.

 

Introducing AdStage Report: Generate Better PPC Reports in a Fraction of the Time

Posted by on Jul 26, 2016 in Product Updates, Reporting, Search, Social | No Comments
Introducing AdStage Report: Generate Better PPC Reports in a Fraction of the Time

AdStage Extends Product Suite From Automate to Report with Consolidated Cross-Channel Reporting

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.

SAN FRANCISCO, CA — July 26, 2016 — Today, AdStage launches a new product called Report. The former lightweight Report Center that offered offline reporting has been completely rebuilt. It now includes cross-channel reports, dynamic dashboards, report scheduling, whitelabeling, and data visualizations around performance for both micro and macro-level reporting. Report connects marketers to their essential data and metrics from Google AdWords, Google Analytics, Bing Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, Twitter Ads, and more, in an efficient, scalable and sharable way.

One View to Check Campaign Health Across All Your Channels

 

AdStage Report Cross-Channel Bar Graph via blog.adstage.ioView and report on all your channel data in one view! Report will save countless hours you previously spent doing manual excel leg-work. Create and save new data views as templates in seconds.

The cross-channel dashboards in AdStage Report offer customizable widgets for advertisers to select not only the data set they wish to report on, but also the visual components of the dashboard, such as tables, metrics, graphs, and charts. Each cross-channel dashboard within Report can be created into multiple formats, such as PDF, csv, and a web link for external stakeholders to review.

Easily Customize Dashboards and Widgets 

 

Customizable Dashboards & Web Reports via blog.adstage.io

Create unique dashboards within Report to better visualize what is going on in your campaigns.

With no limit on the number of dashboards, this product is incredibly powerful for digital agencies with multiple clients. Agencies that had early access to the product have already found value in the ability to create custom dashboards for client-facing reports.

“As an agency, we work with a variety of different clients. Each client has their own KPIs and needs. As requests for specific date ranges or granular reporting arise, the ability to create custom and saved dashboards in AdStage Report has been a blessing. We can easily find, add, or edit the data set we need without having to separately log in to the native networks or run a new report every time we need an updated set of data.” — AJ Wilcox, Owner and CEO at B2Linked.

Schedule PPC Reports When You Need Them

 

AdStage Report Schedule Your Reports via blog.adstage.ioIn Report, advertisers can generate customized reporting schedules and stay on top of their ad campaign maintenance. Once you perfect your ad template, schedule it as a recurring report through email. Add team members and clients easily to send reports daily, weekly, or monthly directly to their inbox.

When comparing AdStage Report to native network reporting and other solutions that only offer csv reports, advertisers reveal a significant time savings on cross-channel reporting.

“It’s a great way to create custom reports and get a quick view on exactly the data that our team needs. It’s giving us more functionality than the native tools inside the same platform we use for campaign management so it’s a huge time saver.” — Lennie Sliwinski, Director of User Acquisition at Hired.

Personalize Your Agency and Client Reports with Whitelabel Support

 

AdStage Report Whitelabel Support via blog.adstage.io

 

Design beautifully branded pdf reports for clients or executives. Simply add your logo, commentary, markup fees, and much more. With AdStage Report you can make comments directly on the report; now you can provide clients with more clarity and context around campaign spend and performance.

Get AdStage Report Risk-Free Today!

Report is connected directly to the AdStage API, which enables the company to add new services to the platform in a modular way. This technology allows AdStage to operate as an open ad management platform that connects third-party marketing technologies together, whether that be a bid algorithm, content management tool, or reporting solution. As part of the roll out with Report, AdStage is also evaluating and working on adding other types of marketing reports in the product, such as marketing automation reports from Marketo and HubSpot, lead reports from LinkedIn Sales Navigator, and CRM data from Salesforce.

“The list of ways you can bridge marketing tools is incredibly long and today, highly manual and reserved for companies that have the most expendable resources. We are building a platform dedicated to efficiently automating processes and helping the Head of Demand Generation be successful.” — Sahil Jain, CEO and Co-founder of AdStage

As marketers evolve and continue to add more tools and complexity to their technology stack, AdStage will be the hub that connects and automates a marketer’s daily interactions with these workflow tools. Today, the Report product supports cross-channel dashboards, pdf and web reports, and multiple chart options for search and social advertising. Eventually, AdStage plans to tie in reports from an entire ecosystem of marketing technologies, not just for online ads.

[cta id=”11123″ align=”none”]

Hired Saves 50% of Time Spent on LinkedIn Ad Creation and Cross-Network Reporting with AdStage

Posted by on Aug 26, 2015 in Advertising, Reporting, Search, Social | 2 Comments
Hired Saves 50% of Time Spent on LinkedIn Ad Creation and Cross-Network Reporting with AdStage

Overview

hired logo

Hired, founded in 2012, now runs the largest marketplace for recruiting startup and tech talent. As the company was growing, it saw an opportunity to scale its reach through LinkedIn Ads. Hired primarily ran Text Ads to start, but when Sponsored Updates was released, the small team of two tried to mimic their existing ads into the new format. Unfortunately, working in the native interface created a major time suck with consecutive workflow issues. The team had resorted to building the campaigns offline in a spreadsheet as LinkedIn Ads was difficult to work with and would habitually lock them out as they were setting up a campaign.

Solution

The team selected AdStage as the only available platform that supports both LinkedIn Text Ads and Sponsored Updates. With the ability to duplicate and bulk edit campaign settings, Hired was able to save dozens of hours of time when creating campaigns that required the same target audience. And with only a small marketing team of two, Hired grew their customer base and mass market presence via LinkedIn Ads without expanding their headcount.

AdStage also provided a more holistic view for Hired to analyze cross-network performance. The team was able to monitor important metrics such as spend and conversion metrics in near real-time. This allowed them to allocate their budget more efficiently, justifying increased budgets for the channels that performed better for their business.

cross-network stats

Results

After running ads through the AdStage platform, Hired saw the following results:All LinkedIn Campaigns view

  • Decreased the time spent on creating LinkedIn Ads and cross-network reporting by 50%
  • Spent more time on campaign optimization, ultimately lowering cost per lead by 30% within just one month
  • Successfully scaled its online advertising programs across Google AdWords, Bing, Facebook, LinkedIn, and Twitter Ads, without having to hire additional team members.

Today, the Hired marketing team is continuously testing and expanding the company’s advertising initiatives via new channels. They are currently experimenting with Twitter Ads using the AdStage platform.

“Being able to manage LinkedIn Ads in bulk with AdStage gave us the extra time we needed to scale our online advertising efforts. We’re now managing ads at 3x the scale in a fraction of the time.”

— Lennie Sliwinski, Director of User Acquisition, HIRED

 

To learn more about AdStage and start your free trial, visit www.adstage.io.

 

4 Must-have Google Analytics Reports for PPC Advertisers

Posted by on Jun 29, 2015 in Advertising, Reporting, Search | One Comment
4 Must-have Google Analytics Reports for PPC Advertisers

When we started building AdStage 3 years ago, we had a vision for a platform that would house all of your advertising tools in a single solution. With the addition of our Google Analytics integration, we are now giving you access to the world’s most popular analytics tool directly from AdStage. If you’ve successfully linked your Google Analytics account, you have access to customize, schedule, and download your Google Analytics reports from the AdStage Report Center.

Here are four Google Analytics reports, available in AdStage, that PPC advertisers should analyze on a regular basis to check the health of your ad campaigns and take action for better performance.

Google Analytics Report Center

Campaign Performance

This report shows you all of your aggregated statistics at the campaign level. With this data, you can compare variations in performance per campaign. For example, Campaign A has a higher conversion rate than Campaign B. Analyzing this information allows you to know which campaigns need to be optimized further and which campaigns are already performing well.

Geo Performance

The Geo Performance report shows you how your ads are doing in different locations. You can use this information to decide what regions offer the best opportunities for you to grow your business. From there, you can reallocate your budgets to invest more ad spend in the appropriate regions. To find this report in Google Analytics, click the Audience tab, choose the Geo dropdown menu, and select Location.

Goals by Day

This report shows you how many goals you achieved each day. This report can be used to influence how you daypart your PPC ads when optimizing for conversions. If you haven’t already set-up goals in Google Analytics, the below table shows the different goal types that are available.

Google Analytics Goal Types

Search Terms Performance

This report provides detailed information on your website’s top performing search queries. You can use this report to find new high potential keywords and add them to your account. Likewise, you can easily see any poorly converting keywords in your account and immediately take action by either deleting or lowering your bids for them.

To schedule any of these reports in AdStage, first integrate your Google Analytics account and then head to the Report Center to set up your desired data points, frequency, and recipients.

 

AdStage Account Settings

 

If you aren’t currently using AdStage, sign up for your free 14 day trial today. Happy advertising!