5 of the Best Google Analytics Integrations to Improve Customer Insights

Posted by on Mar 24, 2017 in Reporting, Search, Social | No Comments
5 of the Best Google Analytics Integrations to Improve Customer Insights

Google Analytics is the undisputed market leader when it comes to analytics insights for business. It is estimated that Google Analytics is present on over 50 million websites. That’s 1000% wider coverage than the world’s second favorite, Yandex Metrics. Smart marketers and salespeople are using Google Analytics add-ons everyday to improve their insights and find actionable steps with their data.

Google lists its technology partners here, but it’s not the easiest place in the world to find in a Google search (funnily enough). Therefore, we’ve surfaced five beneficial Google Analytics integrations to take your analytics to the next level and milk the business benefits without the need for lots of research and legwork.

CallRail – Enables you to track which marketing campaigns result in which prospects calling you

5 of the Best Google Analytics Integrations to Improve Customer Insights via blog.adstage.io

What does CallRail do?

CallRail is a self-service app that enables marketers to track calls from online and offline marketing campaigns, view which campaigns are driving the most conversions, and record calls for lead qualification. Their call tracking software can reveal what exactly is driving phone call conversions, which is massive for showing ROI on marketing and advertising campaigns. Their app also uses voice intelligence technology to automatically analyze the content of a call to determine if it’s a lead or not in real time.

How does it work?

CallRail has a free 14-day trial and, to get started, you just copy and paste one line of JavaScript on any webpage with a phone number. Sounds technical, but it’s very simple. CallRail works by displaying a campaign-specific tracking phone number to each visitor on your website. Website visitors dial the number, CallRail forwards the call, and you answer your main phone like you usually do. As a result of all this you get a much better and more accurate overview of online and offline marketing campaigns, and find out what’s leading to new business opportunities.

Leadfeeder – Uncovers the website visitors who don’t fill in contact forms so you can sell to them

5 of the Best Google Analytics Integrations to Improve Customer Insights via blog.adstage.io

What does Leadfeeder do?

There are many potential customers browsing your website but the vast majority leave without giving their contact info. Typically for B2B companies it’s around 98%. Leadfeeder is a simple web app with a free 30-day trial, and it connects to Google Analytics to show you these missed leads; all in a couple of clicks. Leadfeeder also connects to CRMs like Pipedrive and Salesforce so salespeople get new web leads straight to their pipelines.

How does it work?

Leadfeeder is all about providing sales leads from Google Analytics. Most salespeople aren’t using Google Analytics and Google Analytics isn’t designed for easy B2B lead generation, but one thing’s for sure: salespeople are forever in search of good leads. If B2B organizations are not capitalizing on interesting companies visiting their website then sales teams are missing out.

Content marketing is all about driving traffic to your website but the vast majority doesn’t convert, which leaves marketing people with the headache of finding leads elsewhere and sales people sending cold emails to companies that have never heard of them. Leadfeeder notes on their website that companies that have heard are you are about 400% more likely to become customers. The great thing about Leadfeeder is that you can be 100% non-technical and are still able to sign up and benefit.

Live Site Search Visualisation – A dashboard visualizing live search activity on your site

5 of the Best Google Analytics Integrations to Improve Customer Insights via blog.adstage.io

What does Live Site Search Visualisation do?

This dashboard allows you to visualize user search activity on your site using colorful tiles. Search data is pulled from your site using the Real Time Reporting API, which allows the data to be available as people are performing searches on your website. By visualizing the searches, you can track what people are looking for on your website. It’s a dream for content marketers because it can flag any gaps in your content.

How does it work?

It’s free, so simple and there’s absolutely no need for any technical knowledge to get started. Imagine these bright colors flashing up on your office widescreen giving your content writers and customer champions ideas for how to be better converting website visitors and serving existing customers throughout the day. It’s just a simple few clicks to get started and you’ll see up to 25 searches on colorful tiles at once. You can even see Google searches.

Wordsmith for Marketing – Wow your clients with awesome reports without all the work

5 of the Best Google Analytics Integrations to Improve Customer Insights via blog.adstage.io

What does Wordsmith for Marketing do?

Wordsmith for Marketing automatically creates sophisticated, white-labeled client reports for marketing companies. They reckon that on average this saves four hours per report which over a month can amount to a saving of $12,000 for a typical agency. By proving an agency’s ROI in no-nonsense English, their hope is that it gives the feeling of getting a personalized report directly from a human analyst.

How does it work?

It takes five minutes to set up Wordsmith for Marketing and it’s as simple as giving them access to your Google Analytics data. At that point you also add your branding, like logo and colors, so when reports are generated for you automatically, they look unique. From this point on, a lot of time is saved. They pull data from Google Analytics and AdWords and break down how each channel drives conversions. This comes in the form of detailed written notes, tables, and charts; stuff that – according to the agency’s reviews – even “sophisticated clients love.”

The good news from a time-saving perspective is that reports can be scheduled and automatically sent to clients every week, month, quarter, or time period of your choosing, and reports can cover all of an agency’s efforts, including SEO, advertising, social media, and content marketing. On top of this, marketing agencies can review the entire report before it goes out: edit every word, add charts and tables, and add a custom conclusion.

AdStage – Build, schedule and customize your Google Analytics reports

5 of the Best Google Analytics Integrations to Improve Customer Insights via blog.adstage.io

What does AdStage do?

AdStage is a self-serve, cross-network, online advertising platform with full management and analytics for campaigns across search, social, and mobile ad networks like Google AdWords, Bing, Facebook, Instagram, LinkedIn, and Twitter Ads.

“The Google Analytics integration in AdStage is a huge step toward our grand vision of consolidation for the online advertiser, as we bring the variety of workflow solutions into a single platform,” said Jain. “We’re helping advertisers create, track, and measure campaign performance with a simple self-­serve interface through direct and external data integrations, furthering the idea of an open platform.”

How does it work?

The Google Analytics integration allows users to build, customize and schedule report from within AdStage. The integration will continue to develop to offer a more capabilities for measuring revenue and attribution performance across channels — Google AdWords, Bing Ads, Facebook, Instagram, LinkedIn, and Twitter — along with support for auto-tagging, custom columns and other features.

Once you perfect your template, schedule it as a recurring report through email. Add your team members or clients with ease. Send reports daily, weekly, or monthly with simple scheduling options.

Conclusion

Are you using Google Analytics integrations? What are some of your favorite add-ons and tools? Let us know in the comments or reach out on Twitter @adstage.

Get Started on Programmatic with Advice from Bryan Gaynor

Posted by on Mar 21, 2017 in Search, The PPC Show [Podcast] | No Comments
Get Started on Programmatic with Advice from Bryan Gaynor

When you can promise new clients a 250% increase in PPC campaign growth in a year, you must have a pretty good idea of what you’re doing. Bryan Gaynor, a Digital Marketing Account Manager at Hanapin Marketing, does. He knows a lot about PPC and digital marketing in general, but we invited him onto The PPC Show to talk about one of the newest forms of advertising – programmatic. You can listen to the whole episode for more details on the following topics:

1. “Reach the right person at the right time with the right message.” There are many definitions of programmatic advertising, but Bryan’s simple explanation mentions piecing all available data together to create messaging that’s personal to the viewer. Other definitions include the automated aspect of programmatic, where algorithms are used to purchase ad space.
2. “There are 80-90 other sources of inventory outside Google Display Network.” Though many marketers rely solely on GDN, programmatic offers access to up to 90 other sources of inventory. Taking alternative routes not only helps diversify your strategy, it could also lower your bids and increase conversion rates.
3. “If you want to sell anything, you have to specialize in it.” While Bryan doesn’t see a need to form a new team around programmatic, he does encourage managers to start testing now to gain an understanding that’s well-developed enough to properly recommend programmatic to clients. The principles are similar to how you’d set up a search or social campaign, so getting started is self-serve, but there are nuances managers will need to become familiar with. DoubleClick, The Trade Desk, and Centro are great starter platforms.
4. “You can get results with just $500 per month.” Bryan warns smaller budgets will yield fewer data points, which makes interpreting results a bit more challenging, but the minimal price to experiment with programmatic is very reasonable.
5. “Testing programmatic starts with what you’ve already tried.” You don’t have to start at the beginning to test out programmatic. Start with where you currently are, and use more in-depth reporting to further dissect placement and audience, so you can fine-tune messaging.
6. “The level of reporting with programmatic gets very deep.” Programmatic’s deep and detailed reporting helps surface information that might not show up in the reports you’re pulling now. Bryan’s worked with clients that were able to drill all the way down to adjust creative for viewers seeing ads on older phones.
7. “If it’s too good to be true, it probably is.” Though much of programmatic is automatic, it’s still important to keep a close eye on reporting, especially exchange or network reports. Taking a look at data related to impressions, traffic, and conversions will help flag and filter instances where performance might be incorrectly affected by non-human interactions (bots). Reviewing reports on a weekly basis will ensure you’re not spending money on wasted inventory.

Want all of Bryan’s tips? Listen to the whole episode below:

 

 

Bryan will be speaking at Hero Conf April 18th to 20th in Los Angeles (with AdStage CEO, Sahil Jain), where he’ll hold a session on programmatic for PPC managers. You can follow him on Twitter to stay up to date. For even more PPC wisdom, check out Hanapin’s library of resources.

See what your competitors are planning in digital this year

Posted by on Mar 14, 2017 in PPC News, Search, Social | One Comment
See what your competitors are planning in digital this year

For the past six years, DemandWave, a B2B digital marketing agency, has shared a comprehensive report on the state of B2B digital trends. They poll “a broad cross-section of B2B marketers to find the biggest priorities and pressure points critical to their success.” This year’s report turned up lots of interesting information on what’s happening in digital this year, including:

  • Marketers are focusing on quality over quantity for leads.
  • SEO is gaining on email, when it comes to channels for revenue growth.
  • Dollars continue to stack up in digital marketing budgets. Almost 50% of marketers plan on allocating even more money there.
  • Blogs and video tied for the most popular form of content marketing.
  • White papers and ebooks now producing more revenue than webinars.

Let’s take a closer look at how the numbers shape up and what this could mean for your marketing strategy.

Budgeting

If you want to keep up with the competition, revisit display advertising this year. This channel saw nearly 35% YoY growth, indicating those marketers who are paying attention to it are seeing results. Paid search barely eeks past social media to grab the top spot for dollars. It’s the second year this channel has been first, and as Search Engine Journal points out, the reason for that may be improved platform capabilities, like Google’s AdWords redesign and new features, and access to ad formats on Bing, Facebook, and other networks. Search Engine Journal also forecasts PPC will evolve through artificial intelligence and voice search. For more predictions on how PPC will play out this year, and suggestions for what marketers should do to get ahead, check out our post on trends in 2017.

See what your competitors are planning in digital this year via blog.adstage.io

Measuring Performance

For the fourth year in a row, marketers report using conversion rate as the number one way to measure performance, though ROI continues to rise to the top as ways to measure it improve. DemandWave hypothesizes recent improvements in ROI measurement are due to “an increased adoption of attribution models, particularly multichannel,” which is examined more closely in the next graph.

See what your competitors are planning in digital this year via blog.adstage.io

Attribution Models

Though many marketers haven’t implemented any attribution model, adoption is improving with a 20% increase from last year. And those marketers applying an attribution model are heading straight to the most advanced models – multi-channel. If you’re worried about your strategy, check out this #PPCShow episode highlighting ways to solve your attribution problem right now.

See what your competitors are planning in digital this year via blog.adstage.io

Channel Strategy

Marketers are reporting a healthy mix of channels when it comes to overall channel strategy, with social media, email, and organic search getting an almost equal amount of airtime. Next year we may see paid search and display advertising inching toward the 90% mark, too. Their use increased 11% and 17% YoY, respectively.

For the channels that are driving leads, email, organic search, social media, and paid search are at the top, all with over 50% of marketers reporting positive returns on those channels.

See what your competitors are planning in digital this year via blog.adstage.io

But, when talking about what’s driving revenue, the order of the channels changes. Email and organic search take the top spots for revenue-driving channels. DemandWave hypothesizes the rise of organic search is due in part to marketers better understanding how to leverage SEO and improvements in the ability to measure ROI there.

However, Search Engine Watch and Merkle predict organic search growth will plateau as those listings fight paid search ads for screen space, especially on mobile. Just another great reminder to ensure your marketing mix is as diversified as possible.

See what your competitors are planning in digital this year via blog.adstage.io

Content Strategy

We know how marketers are reaching people, but what does the content look like, and more importantly, what’s working? White papers, or ebooks, barely beat out last year’s winner, webinars. If you have a white paper or ebook you need help marketing, check out our guide. And remember, there are lots of ways to revive old content to help boost quality leads with little lift. Blogs, videos, and infographics all grew by more than 20% YoY, indicating these numbers will be even higher next year.

Leads are one thing, but what about revenue? The order of content types remains the same when looking at what’s driving dollars.

See what your competitors are planning in digital this year via blog.adstage.io

Social Channels

Finally, let’s see what’s working in social specifically.

LinkedIn far surpasses all other social networks for lead generation. If you’re looking to boost your lead strategy on LinkedIn, check out our comprehensive guide with steps and tips on how to create and optimize ads. Though 12% of marketers don’t run sufficient reporting to measure lead generation on social, that’s a huge improvement from last year, when 33% of those surveyed reported they weren’t sure. Another indication that reporting, and adoption of reporting is getting better.

See what your competitors are planning in digital this year via blog.adstage.io

Revenue from social media sees LinkedIn and Facebook continuing to hold the top spots, indicating these channels not only bring in the most leads, but the leads are also qualified. Facebook’s lead generating power continues to grow, too. This channel saw a 150% increase YoY. With Facebook constantly improving its ad platform, we can expect that number to keep getting bigger.

Now that you know what your peers are planning for the year, take a look at your roadmap and determine if anything needs to be tweaked. A year from now, we’ll take another look at these numbers and see if our predictions were correct.

The 10 Best AdWords Scripts to Scale your PPC Accounts

Posted by on Mar 7, 2017 in Automation, Search | One Comment
The 10 Best AdWords Scripts to Scale your PPC Accounts

When you scale your AdWords accounts, you start to find even some of the most basic tasks start to take up huge amounts of time. I remember stepping up from managing smaller AdWords accounts with a few hundred ads (where I could easily keep track of my split tests in a few minutes per day), to some much larger ones where there were tens of thousands of ads. It would have taken me literally hours a day to review each one by hand.

But it doesn’t have to be this way. The key to keeping on top of your AdWords accounts when you scale is Automation. And, one of the most straightforward ways to automate tasks is to use AdWords Scripts.

AdWords Scripts are pieces of Javascript code that you can literally copy and paste into your account without any coding knowledge. You can learn how to implement AdWords Scripts step by step here.

So what are the best AdWords scripts? Here are the 10 I absolutely could not live without:

1. Quality Score Tracker by PPC Epiphany

This is hands down one of the best AdWords scripts ever written. It allows you to automatically record your Quality Score once per day so you can keep track of your historical quality score without having to purchase any software.

And, not only does it help you keep track of your historical Quality Score,it also allows you to create a dashboard within Google sheets that shows you your current quality score distribution and impression weighted Quality Score.

The 10 Best AdWords scripts to scale your PPC account via blog.adstage.io

The script provides a number of settings that you can change to add further charts to your dashboard, such as click-weighted Quality Score.

2. Automated Ad Testing Script

Split testing when you have a few ads is not a problem, but when you have 10,000 or even 100,000 it becomes a big problem. This automated ad creative testing tool makes it easy to keep track of all of your split tests.

It works by analyzing the ads within an ad group and making a calculation as to whether there is statistical significance. This can be set to test a range of different metrics such as CTR and conversion rate.

Once statistical significance has been reached the script labels the ads as either “Current Champion” or “Loser 95% confidence”. It can also be configured to email you to say that a split test has finished.

The 10 Best AdWords scripts to scale your PPC account via blog.adstage.io

3. 24-Hour Bidding Script

One of the limitations of AdWords is that you can only use 6 different bid buckets per day, but you are likely to find that your conversion rate changes hourly.

There is however a workaround for this using AdWords Scripts and the Google Sheets API. It allows you to set the different bid modifiers for each hour within Google Sheets and then import them using the API into AdWords to change bids 24 times per day.

The 10 Best AdWords scripts to scale your PPC account via blog.adstage.io

4. Weather-Based Bidding Script

There are a significant number of industries where AdWords performance is affected by the weather (literally!) such as automotive, travel, home improvement, retail and many more, and for maximum ROI is it essential to change bids to reflect what’s going on outside.

This script allows you to increase or decrease your bids based on the weather in the location where a user is searching.

5. Disable Ads for Out-of-tock Items in Search

Most merchant feeds allow you to pause your Google Shopping ads when they are out of stock but there is no similar functionality built into Google search.

This script allows you to pause ads that are linking to out-of-stock products by scanning the page for the “out-of-stock” piece of code.

The 10 Best AdWords scripts to scale your PPC account via blog.adstage.io

6. N-Gram Search Query Reports

Seeing trends within your search query reports is fairly straightforward when you have a small AdWords account, but this becomes a lot more complex when you have millions of different search queries to review.

The solution here is to use something called N-Gram analysis, which allows you to see the aggregate performance of individual words or phrases. So, for example, if you are selling Alloy wheels, you would be able to see the performance of all of the search queries that contain the color “silver” for example.

7. Competitor Tracking Script

Keeping track of your competitors is fundamental to AdWords success, however, it can be time consuming on larger accounts. The solution here is to use this competitor tracking script that allows you to map your competitors’ impression-share over time.

The 10 Best AdWords scripts to scale your PPC account via blog.adstage.io

8. “Split Test Anything” Script

There are several limitations of using AdWords experiments. For instance, not being able to test the campaign settings themselves. This AdWords script provides a workaround in that it allows you to test virtually anything.

It works using labels. The results of the tests can be reviewed within the dimensions tab and will look like this.

The 10 Best AdWords scripts to scale your PPC account via blog.adstage.io

9. 24-Hour Heat Map Script

This AdWords Script allows you to see how your AdWords performance changes hour-by-hour in the form of a heat map so that it is easy to visualize.

This script has also been updated so that you can see the performance of each device (mobile, desktop and tablet) hour-by-hour.

The 10 Best AdWords scripts to scale your PPC account via blog.adstage.io

10. Analyze Quality Score in Detail

Most readers will know that visible Quality Score is made up of “expected CTR,” “landing page experience,” and “ad relevance”. This script allows you to visualize how your account is doing based on these three metrics so you can see which aspect of your account needs to be improved.

The 10 Best AdWords scripts to scale your PPC account via blog.adstage.io

If you are interested in learning more about AdWords Scripts here are some good resources:

 

What happens after you write that ebook?

Posted by on Feb 28, 2017 in Advertising, Search, Social | No Comments
What happens after you write that ebook?

First of all, congratulations! Writing an ebook is a massive endeavor, and there were likely many people, pieces, opinions, and revisions involved. Now it’s time to make sure all that hard work pays off by properly marketing your masterpiece.

Sending as many people as you possibly can to the ebook is the primary goal, but before we get there, let’s back up and make sure you’re getting everything you can from those readers. That starts with an effective landing page.

What happens after you write that ebook? via blog.adstage.io

Build A Gated Landing Page

When someone clicks on an ad, link, or email, you want to provide them with an informational and enticing page where you can also collect valuable information about him or her. You don’t want to overwhelm or deter someone from following through on accessing your ebook, so asking for their email should be your number one priority. Also, determine the information that’s most helpful to correctly market to them later. Depending on your product, that could be questions about their industry, company size, etc. You may want to check with your sales team to see what questions they ask when assessing a lead.

The landing page should also include information on what the person will get in the ebook. That could include a page or two from the book, testimonials from early readers, a chapter title look at the information provided in the book, or anything else you think might help “sell” it.

Here are some companies that know a thing or two about making great landing pages:

Also, check out our 5 Easy Ways To Boost PPC Landing Page Conversions for tips on how to maximize your page.

Create Compelling Messaging

Now that you know where you’re sending people, it’s time to open the doors and invite them in. Comb through your ebook (although you probably have the whole thing memorized by now), and take note of any content you can repurpose for ads, social media posts, cross-promotional emails, and any other channels you might use to reach new customers. Great opportunities include infographics, blog posts, one-liner tips, quotes, and photos. You spent all that time creating that content. Squeeze every bit of usefulness out of it that you can!

Find The Right Channels

The most effective channel is one where you can feel confident you’re delivering your message to the person who is most likely to convert, or in this case, provide their email.

Comb through your contacts or research potential partners and influencers who might help you cross-promote using their email lists or social media channels. If they post about this topic a lot and you have a good ebook, it’s a genuine ask. They’d probably like to read and promote what you’ve got.

Get into PPC mode and define your target audience for effective campaigns on Facebook, Twitter, and LinkedIn. Check out How To Do Mobile Social Advertising The Right Way for a reminder of each social platform’s capabilities and the type of content that performs the best. And our post How To Drive Social Media Traffic To Your Landing Page talks more about the power of these channels.

Thanks to the type of content you labored over for your ebook, you can tap into more non-traditional channels, too. Grab some of the book’s main points and create a short presentation to upload to Slideshare. Invite people to access the rest by clicking a link to your landing page. Go Hollywood and record a short video about the ebook to upload to YouTube. Facebook Live is a great option, too. And, finally, don’t forget what’s already right in front of you – your website. Design a banner or pop-up and stick it all over your .com and blog. If you can catch someone who’s already checking out your offerings, you’ve already won half the battle.

Support Your Content With More Content

Oh man, just when you thought you were done writing and designing infographics. But seriously, hooking people with smaller pieces of content is a super efficient way to get qualified leads. Write and publish blog posts that are related to your ebook and encourage readers to dive deeper into the subject by downloading the book. This is also a great strategy to get customers excited pre-launch. You can show off your experience and authority and get anticipation going for the big unveiling. As you’re deciding what to write, be sure to pay extra attention to your SEO strategy. These blog posts are a valuable opportunity to attract highly interested visitors who are already searching for information on your topic.

What happens after you write that ebook? via blog.adstage.io

Announce Your ebook To Current Subscribers

Wait, what? Isn’t that defeating the purpose of using the book to get new emails? Not at all. In fact, it’s low-hanging fruit when it comes to strengthening your authority with people who already find you useful, not to mention the opportunity for word-of-mouth marketing from some of your best customers. Your ebook could also be what pushes them down the marketing funnel.

Use Email Addresses For Continued Marketing

Let’s assume you have strong ebook content, fascinating messaging, and utilization of strategic marketing channels. The email addresses are flooding in, and you want to make the most of them. Decide which goal or goals you want to accomplish immediately. Do you want to provide more value before you hit them with an offer? Create bonus material related to your ebook and send it out through an email drip. If you have an offer they can’t refuse, hit ‘em with that through an email. If you prefer to take a more subtle approach, use the email addresses to create a PPC audience and serve them ads related to your offering. Use the information you collected about them on the landing page to create segmented lists and develop content that’s most relevant to them. These email addresses are the golden ticket to continue marketing to a group of people who have shown a strong interest in what you’re selling. Use them wisely, but don’t be afraid to use them.

Organize Your Content

You’ve spent so much time creating valuable information, the last thing you want is for it to get lost on your site. Especially if you plan on publishing more ebooks, make sure you have an organized strategy for how you’ll host everything. Because this content is evergreen, you’ll be able to include it in your marketing strategy indefinitely. Take a look at how Wistia and Intercom present their previously published material.

You already know about the power of a well-written ebook, or you wouldn’t have created one in the first place. By using the above tips, you’ll ensure your ebook has a happy ending.

The Rise of Social Media in Super Bowl Advertising

Posted by on Feb 7, 2017 in PPC News, Search, Social | 9 Comments
The Rise of Social Media in Super Bowl Advertising

Sahil Jain, CEO and Co-Founder of AdStage, circled up with CGTN America this week to talk Super Bowl advertising hits and misses, and the role of digital marketing in live television today.

Q: How important are Super Bowl TV and online ads today vs a decade ago?

SJ: Studies show that say 87% of people have a second screen in front of them while they’re watching these games/events or just television in general. 64% are using social media while they’re watching TV. This year, you’re going to start seeing, for the first time ever, digital advertising eclipse TV advertising. But, it’s not doom and gloom for television advertising. In fact, it’s the opposite. Its that digital advertising, television – all these different mediums – are more effective when you use them together – when there’s a holistic strategy in place. You really saw this with Airbnb’s Super Bowl ad where they had the #weaccept hashtag at the end. They knew the Super Bowl audience was going to be on their phones.

Q: Super Bowl ads are no small investment – in fact, they hit 5 million dollars this year. So with so many other ways to attract consumers, is it still worth the investment?

SJ: The name of the game is really elevation across all fronts. Studies are starting to say that television ads will lead to larger social engagement. So if you show a television ad, you’ll see increased engagement on facebook, twitter, etc.

You’re starting to see some more well-funded tech companies taking out Super Bowl ads – you saw Google, you saw Amazon – the two artificial intelligence battlers, and you saw newcomers like Airbnb. That’s just a testament to this medium being alive and well, regardless of the price tag.

Q: Any Super Bowl advertising surprises this year? Big hits and misses?

SJ: You saw for the first time, in a really strong way, these brands using their voice and power to bring attention to things happening currently in the political climate. In the end, brands are still looking for greater sales and bigger purchases, but we can’t forget what Coca Cola did with the Share a Coke campaign – teaching us that there’s some sort of altruistic behavior that you can marry with your business goals. You saw this with Anheuser Busch – it was really beautifully done – almost like a movie or a television show we were watching on Netflix.

Check out the full interview below!

7 Reasons You Need to Automate Your Ads in 2017

Posted by on Jan 27, 2017 in Automation, Search, Social | One Comment
7 Reasons You Need to Automate Your Ads in 2017

As PPC professionals, we’re always looking for ways to increase productivity and campaign performance. In 2017, automating PPC ads is going to be our top tactic for getting the most out of our ads with the least time spent (we don’t just sell PPC automation tools – we practice what we preach). We know a lot of people have questions when it comes to PPC automation, so in this post, we’ll be covering the top seven reasons everyone should be automating campaign optimization this year.

1. Automated Bidding

Google AdWords and Facebook Ads both have a number of bidding options. And, if you haven’t tried them yet, you’re missing out. Managing your bids manually is not only time-consuming, but may not be in your best interest based on your campaign goals.

Within Google AdWords, we recommend using the CPA bidding option. This will help maximize your conversions, unlike CPC or CPM bidding, which optimizes for clicks or impressions, respectively. Because search queries and impressions occur in real-time, it’s unrealistic for a human campaign manager to continuously monitor and update bids around the clock. You can select your bid strategy at the campaign level and the ad group level within AdWords, but the ad group setting will supersede the campaign settings.

7 Reasons You Need to Automate Your Ads in 2017 via blog.adstage.io

Facebook is slightly different since the campaigns you build on the social network are objective-based. Based on your campaign objective, Facebook will automatically optimize bids for the end goal if you select automatic bidding. Unlike a one-time bid update, Facebook’s automatic bidding algorithms are constantly optimizing and iterating your bids 24/7 to deliver the maximum number of results. Automatic bidding is set at the Facebook ad set level within your Ads Manager.

7 Reasons You Need to Automate Your Ads in 2017 via blog.adstage.io

2. Campaign Scheduling / Dayparting

If you managed a retail shoe store, and you knew more shoppers came on the weekends, you would schedule more onsite team members on those days, right? Likewise, if you’re a restaurant owner and you know when the popular meal times are, you’re going to have more cooks and waiters on the schedule. You can think of campaign scheduling the same way.

If you’re tracking your conversions through Google Analytics (which I hope you are!), you already know which days of the week and even which hours of the day are going to yield the most conversions. Alleviate the need to manually pause and start campaigns by scheduling your ad delivery times and days. Campaign scheduling optimizes your budget, stretching it to drive more conversions during the most competitive hours of the day.

7 Reasons You Need to Automate Your Ads in 2017 via blog.adstage.io

3. Account & Campaign Budget Monitoring

To combat over or under-pacing, you should monitor your spend trends. However, this attention to detail is often very manual and time consuming. By implementing rules through an automated monitoring system, you can receive alerts when the system is noticing changes in performance and then reallocate budgets automatically.

7 Reasons You Need to Automate Your Ads in 2017 via blog.adstage.io

4. Standardize, Automate, and Schedule Your Reporting

Reporting is inevitable. Especially when you’re spending thousands, if not millions of dollars across multiple traffic sources. The more sources you test, the more cumbersome reporting gets, so find a system that helps you automate elements of the PPC reporting process. Here’s an example from AdStage Report:

Create a standardized template for your report by adding interactive elements, custom views, and branding.

7 Reasons You Need to Automate Your Ads in 2017 via blog.adstage.io

From there, you can refresh and send yourself and your team the report on your desired cadence.

7 Reasons You Need to Automate Your Ads in 2017 via blog.adstage.io

5. Automatically Pause Underperforming Creative

Automated rules that are unbiased and impact your cost per conversion can go a long way in making sure that your are putting your best creatives forward. For example, PPC automation allows you to pause ads that have high impressions and clicks, but no historic conversions, or pause ads that have significant historical data, but high CPAs.

6. Receive Alerts for Performance Trends You Care About

Rather than manually having to check your campaign performance every day or every week, automate this task with an alert. This means you will get a message pointing out any campaigns or targeting settings that are jeopardizing performance. For example, get notified when your campaigns, ad groups or ad sets have a low CTRs or high CPAs.

7 Reasons You Need to Automate Your Ads in 2017 via blog.adstage.io

7. Automate A/B Testing

Creative testing has a scientific element to it that is prone to human error or biases. There are rarely any marketers conducting purely manual A/B tests. When using an automated system to A/B test your ad creatives, you can set up the parameters and let an algorithm decide the true winner. It will tell you which ad creative is winning based on the performance metrics you care about the most and you can swap in a new ad for ongoing A/B tests and incremental boosts in performance over time.


Obviously, we’re biased when it comes to PPC automation – we love it so much we’ve made a whole product for it. If you have questions about how AdStage Automate might work for you, start a 14-Day Free Trial or request a demo.

7 Reasons You Need to Automate Your Ads in 2017 via blog.adstage.io

 

What every PPC professional should do to prepare for 2017

Posted by on Jan 7, 2017 in PPC News, Search, Social | 6 Comments
What every PPC professional should do to prepare for 2017

We started off 2017 with some expert predictions about what the new year will have in store for PPC. But all the buzz about trends and innovations can be pretty overwhelming without actionable steps to not just prepare for 2017, but stay ahead of the PPC curve.

In their webinar on PPC predictions for 2017, our very own Mike McEuen teamed up with JD Prater and Matt Umbro of Hanapin Marketing to talk about what’s coming down the pipeline for Search, Social, and Ad Tech and what you can do to stay ahead. We pulled out their most actionable tips, so you can get to work (after all, 2017 is already rolling right along…):

Search

1. Take full advantage of ad extensions for more real estate and organic-looking results. The more opportunities you can find to get users to interact with your ad, the better! Check out this example of a ski boot search to see what we’re talking about:What Every PPC Professional Should do to Prepare for 2017 via blog.adstage.io
2. Explore creating dynamic Google Display Network ads and native ads. The tools available to create responsive ads continue to reduce the barrier to entry for marketers. All you need is a short headline, description, and some images to upload and you’re off to the races. Google will take care of resizing your ad to fit the page on which it will be served.

3. Test audience targeting in Search, for instance bidding higher for a specific age range or gender that might be best served by your product. Matt Umbro encourages PPC professionals to think past keywords and to really think holistically about audiences to stay ahead of the game.

Social

1. Social community managers need to learn how to sponsor their best content against the right audience. This means getting a really good handle on the paid side of their networks, which not all community managers have necessarily needed to do until now. There are lots of great training resources out there, so if you’re not a paid social expert, take some time this year to get up to speed.What Every PPC Professional Should do to Prepare for 2017 via blog.adstage.io
2. Invest in social listening, monitoring, and analytics tools to increase and prove social ROI. 61% of social marketers see measuring ROI as a challenge, and if you can’t measure how your social investments are doing, you’ll be stuck in that challenging spot for another long year.What Every PPC Professional Should do to Prepare for 2017 via blog.adstage.io
3. Experiment with new mediums such as bots and live video. Doing so now will allow you to take advantage of the lower competition costs, greater reach, and higher engagement rates than standard ad units.

AdTech

1. Think of organizing your campaign and ad sets into campaigns by objective, across networks, as opposed to taking a network-centric approach to optimization. Find a true multi-channel tool that will allow you to create this kind of management structure, and valuable, high-level view of your PPC activity.

2. Align your re-marketing campaigns into sequences with different ad creative triggered by last visit, conversion step, or lead status. Check out this handy graphic for some examples:What Every PPC Professional Should do to Prepare for 2017 via blog.adstage.io

3. Either through scripts or 3rd party solutions, PPC marketers should automate their most mundane tasks — such as budget pacing, pausing underperforming keywords/ads/ad groups/sets — instead focusing their time on budget allocation, campaign strategy, audience targeting, and copy testing. We’re biased here, but with Automate, our 2700+ users saved over 144 weeks of full-time man hours in 2016! Think of what you and your team could do with that kind of freed up time.

4. For B2B organizations, standing up an attribution model is key to determining if ad performance at the network, campaign, and ad level are having an impact on actual revenue. It’s time to optimize past cost per conversions (lead) and instead make optimization decisions based on return on ad spend (ROAS). Platforms like Bizible, and ad tech companies who are opening their APIs are great places to turn to get this going.


Want to go even deeper? View the full webinar recording or click through the SlideShare below to get the full presentation!


 

Need another set of eyes on your PPC account? Hanapin has a building full of experts who are happy to help. Click here to see if you qualify for a free account analysis.

[The PPC Show] Episode 36: Luke Alley, Director of PPC at Avalaunch Media

[The PPC Show] Episode 36: Luke Alley, Director of PPC at Avalaunch Media

Luke Alley: The Rising Star in PPC Marketing

Luke Alley, Director of PPC at Avalaunch Media talks with us about lead gen, tracking, and optimizing for quality leads.

Named one of the rising stars in PPC Marketing by Search Engine Land, Luke has started and grown the PPC division for two companies from a handful of small clients to several million dollars managed annually. His focus has been on client acquisition, client retention, PPC management, process development, hiring and training, and being active in the PPC community through speaking, blogging, and #PPCChat. Follow him at @LukeAlley.

Enjoy the episode!

 

 

[The PPC Show] Episode 34: Khalid Saleh, CEO of Invesp

Posted by on Dec 15, 2016 in Search, Social, The PPC Show [Podcast] | No Comments
[The PPC Show] Episode 34: Khalid Saleh, CEO of Invesp

Khalid Saleh talks A/B testing best practices to drive growth and profit

In this episode of The PPC Show, we chat A/B testing and conversion rate optimization (CRO) best practices with best-selling author and CEO of Invesp, Khalid Saleh.

Invesp is a leading provider of conversion optimization software and services. Khalid is at the helm, having written his Amazon.com best-selling book, “Conversion Optimization: The Art and Science of Converting Prospects into Customers.” In his book, Khalid offers a sound method to capture more customers through a fully integrated marketing strategy.  He demonstrates how the six marketing principles: customer persona, trust and confidence, buying stages, engagement, fears/uncertainties/doubts (FUDs), and incentives define the success of all types of marketing initiatives, from websites to policy strategies.

As a frequent guest on media outlets like CNN, BBC, SKY, France 24, MSNBC, New York Times, National Public Radio, and in-demand keynote conference speaker, Khalid inspires audiences to rethink their approach to marketing in terms of exponential growth and profit.

We hope he does the same for you in this podcast. Enjoy!

 

 

P.S. Like what you heard in this episode? Follow Khalid on Twitter to keep the conversation going! 👉@khalidh