23 Demand Gen Podcasts That Will Make You a Better Marketer

Posted by on Apr 17, 2017 in Search, Social | No Comments
23 Demand Gen Podcasts That Will Make You a Better Marketer

One thing most of us don’t have enough of? Time. Something we probably all have too much of? A commute. In fact, recent Census data shows that about 143 million Americans commute to work each day. That’s about 45% of the population spending an average of 25.4 minutes commuting each way. So what does this have to do with demand gen podcasts?

Well, think about how you’re spending those nine days of commute time every year. Instead of endlessly refreshing your Facebook and Twitter feeds on the train ride in, give your mind something to chew on, slowly wake up the analytical side of your brain, and start using your commute for career development with a few demand gen podcasts!

Wondering where to begin? We’ve gathered 23 of the hottest demand gen podcasts below. Find a few that are right for your interests and career goals and plug in for a better commute.


Start Your Monday with Some General Marketing

23 demand gen podcasts that will make you a better marketer via blog.adstage.io

1. Marketing Smarts (MarketingProfs)

Like the MarketingProfs blog, this weekly podcast highlights interviews with marketers in an array of specialties. Marketed to their audience as a companion to the content on marketingprofs.com, you’ll find interviews about branding, email marketing techniques, gated content, and more on this all-bases-covered-podcast. Oh, and true to its word, it pairs best with your morning coffee and a side of the MarketingProfs blog.

Most popular episode: Revitalizing a 150-Year-Old Brand: Simon Perkins of The Orvis Company on Marketing Smarts

2. Duct Tape Marketing (John Jantsch)

Duct Tape Marketing is a weekly, 30-minute podcast hosted by author and marketing consultant John Jantsch. Each week he shares interviews with authors, experts, and thought leaders in the marketing industry. Expect to find tips and resources you can take into your daily work and watercooler chats.

Most popular episode: How to Produce Content with a Limited Budget

3. Marketing Over Coffee (John Wall and Christopher Penn)

This podcast is hosted by John Wall and Christopher Penn. It’s described as the intersection between marketing and technology, and it covers both classic and new marketing techniques. The hosts pride themselves on offering the type of marketing tips “you can only get from casual conversation outside the office.” So you can expect honest discussions about a smattering of topics, from SEO to email marketing and beyond. Oh, and each 20-minute episode is recorded in a local Boston-area coffee shop!

Most popular episode: The World’s Best Negotiator

4. PNR: This Old Marketing (Joe Pulizzi, Robert Rose)

The podcast that needs no introduction? Maybe. Joe Pulizzi and Robert Rose are content marketing giants. Their weekly show highlights content marketing trends as well as how businesses can use content to attract and retain customers. Each episode also features a “This Old Marketing” example from the past. Give this podcast your ear for an hour every week and it will give you valuable industry knowledge in return.

Most popular episode: More Big Companies Investing in Original Content


Get Digital on Tuesdays

23 demand gen podcasts that will make you a better marketer via blog.adstage.io

5. Edge of the Web Radio (Erin Sparks, Douglas Karm, Tom Brodbeck)

Erin Sparks, Douglas Karr, and Tom Brodbeck host Edge of the Web, a weekly SEO podcast that covers SEO, social media, content marketing, and digital marketing. From industry trend forecasts to digital marketing interviews, this podcast is a great way to get your weekly digital marketing dish.

Most popular episode: Educating Today’s Digital Marketer with Jeff Sauer

6. Six Pixels of Separation (Mitch Joel)

Mitch Joel, president of global digital marketing agency Mirum, runs this weekly podcast. He presents digital marketing news and trends — all through the perspective of agency life. Expect digital marketing news with a healthy dose of branding best practices, all delivered through the guests Joel interviews each week. It’s another great way to view marketing through a lens that might not align with your job description.

Most popular episode: Reengineering Retail with Doug Stephens

7. Social Pros Podcast (Jay Baer, Adam Brown)

Recently named “Best Podcast” by the Content Marketing Awards, Convince & Convert’s Jay Baer and Saleforce’s Adam Brown have hit on podcast gold with their weekly episodes. You’ll learn about social media practitioners doing real work for real companies including Ford, Dell, and ESPN. The showrunners also share insights on current trends and ideas in social media. Plus, it’s great to listen to Baer and Brown discuss (and sometimes debunk) the hottest topics in the industry.

Most popular episode: How to Combine Brand Journalism and Social Media

8. Search Talk Live (Search Talk Live, Robert O’Haver, Matt Weber)

SEO and digital marketing veterans Robert O’Haver and Matt Weber share tips and techniques from their years of first-hand experience in the industry. Each hour-long episode seeks to help you run better online marketing campaigns. Their mantra is “SEO experts are made from their failures, not just their triumphs,” and those battle scars serve as educational and entertaining lessons for their listeners.

Most popular episode: SEO Expert Upasna Discusses Semantic Search

9. Experts on the Wire (Dan Shure)

From Rand Fishkin to Annie Cushing and Everette Taylor, host Dan Shure has an all-star roster of past guests on his weekly digital marketing podcast. He aims to uncover new trends, tactics, tools, people, and businesses doing the remarkable in this industry — all while giving his audience tangible takeaways from each episode.

Most popular episode: 0 to 100,000 Monthly Visitors (In One Year) with Tyler Hakes

10. Digital Marketing Radio (David Bain)

The first thing you’ll notice about the landing page for David Bain’s weekly podcast is the list of names he’s interviewed. From John Lee Dumas to Amy Schmittauer, Bain spends his time interviewing niche online marketing experts on their specialties. He also gathers their opinions on current marketing news and includes a fixed 15-minute segment in which he asks about the best advice they’ve ever received, software they couldn’t live without, and more. He covers PPC, SEO, blogging, e-book marketing, and more. If you’re interested in it, you can probably find an episode, or five, about it here.

Most popular episode: Video Advertising on Facebook — Matt Johnson

11. Social Media Marketing Podcast with Michael Stelzner (Social Media Examiner)

You’re probably familiar with the folks over at Social Media Examiner, but are you familiar with their podcast? Hosted by SMM’s founder Michael Stelzner, each week focuses on SMM’s own success stories along with interviews from social media experts including Alex Khan and Sue B. Zimmerman. And because it’s structured around actionable tips to improve your social media marketing efforts, adding SMM’s show to your weekly rotation of demand gen podcasts is a no brainer.  

Most popular episode: Live Video: Tips and Techniques for Creating Great Content

12. The Agents of Change (Rich Brooks)

Want to increase online visibility? How about driving more qualified traffic to your site? And most of all, wouldn’t it be nice to convert that traffic into leads? Flyte new media founder Rich Brooks promises you the strategies you need to turn those wishes into reality. In Brooks’ weekly podcast, you’ll hear from marketers around the globe and get the SEO, social media, and mobile marketing advice you need to make an impact on your business.

Most popular episode: Do You Know Why Your Customers Chose YOU? With Liston Witherill

13. Social Media Pubcast (Jon Loomer)

Can’t wait for your next demand gen meetup? Now you don’t have to! Marketing expert Jon Loomer invites industry experts to discuss Facebook marketing, blogging, and SEO tips over cold pints. So queue up this podcast after work, crack a beer, and enjoy listening to marketing nerds chat about the latest and greatest in their field.  

Most popular episode: PUBCAST: First Impressions


Turn Hump Day into “Paid” Day

23 demand gen podcasts that will make you a better marketer via blog.adstage.io

14. PPC Rockstars (David Szetela)

Online advertising guru and FMB Media founder David Szetela hosts this bi-weekly, 30-minute podcast packed with tips, tactics, and techniques on everything PPC. David tackles both search and social landscapes, dabbles in retargeting and third party data audience modeling, and features interviews boasting PPC heroes and their best practices. On a list of demand gen podcasts, we’d call this a staple. 

Most popular episode: Creating Comprehensive Reports for Clients

15. Perpetual Traffic (Digital Marketer)

This weekly podcast is hosted by Keith Krance and Ralph Burns of Dominate Web Media, and Molly Pittman of Digital Marketer. The trio aim to give their listener actionable paid traffic strategies through the lens of digital marketing and online advertising. From Facebook and YouTube, to Adwords and LinkedIn, this podcast covers the gambit of how to implement the right paid advertising strategies for your business.

Most popular episode: Everything You Need to Know About Facebook Website Conversion Campaigns

16. The PPC Show (AdStage)

Are you a PPC purist? You’ve found your home. This AdStage-produced podcast shares industry news, trends, and tips from the best in PPC. Learn about your quality score with former Googler Frederick Vallaeys, get AdWords RLSA best practices with Gil Hong, or snag excel hacks from Hanapin Marketing’s Rachael Law, all in an hour or less.

Most popular episode: When Not to Test — with Caitlin Halpert of 3Q Digital

17. The Art of Paid Traffic (Rick Mulready)

Facebook ads expert Rick Mulready shares paid traffic strategies for generating leads and sales for your business. With a focus on making the most of your budget, Mulready’s weekly podcast divulges tips on automating your leads and sales with help from experts in paid traffic on Facebook, YouTube, Twitter, Adwords, LinkedIn, and more. Want to know where your next lead is going to come from? This podcast aims to give you those answers.

Most popular episode: How to Scale Your Facebook Ads (Without Ruining Your Results)


Make Thursdays All About Growth

23 demand gen podcasts that will make you a better marketer via blog.adstage.io

18. SAASTR (Saastr, Jason Lemkin, Harry Stebbings)

If interviews with renowned operators and investors in the “fiercely competitive world of Saas” gets you too excited for your morning commute, don’t worry, there’s always the ride home. Learn what it takes to scale your SaaS successfully, discover hiring best practices, and find out what metrics investors are looking at when examining SaaS businesses. Hosted by The Twenty Minute VC’s Harry Stebbings and SAASTR found Jason Lemkin, this is a weekly power-hour podcast packed into 30 minutes or less.

Most popular episode: How to Build & Scale A Customer Success Team & Why You Must Hire Full Stack Engineers with Dan Burkhard, Founder & CEO of Recurly

19. The Growth Show (Hubspot)

Each week, the hosts of “The Growth Show” interview executives and entrepreneurs about “what it’s really like to grow a business, a movement, and idea, or a team.” This Hubspot-hosted podcast takes a deep dive into how exactly that growth was achieved and how you can achieve it too. It might not be an obvious pick on a list of demand gen podcasts, but it’s a crucial one, no less. 

Most popular episode: The Myth of Machine Learning & Building a Data Science Team that Works


On Fridays, Expand Your Horizons

23 demand gen podcasts that will make you a better marketer via blog.adstage.io

20. Manly Pinterest Tips (Jeff Sieh)

Surprised to find this on a list of demand gen podcasts? Host Jeff Sieh aims to prove it’s earned its spot. His podcast was created to help its audience succeed on Pinterest. Arguably the podcast’s second goal is to prove that there’s just no other social media platform quite like Pinterest. You’ll learn how to create viral images, get more from your Pinterest marketing dollars, and run a successful business account, all while becoming a Pinterest evangelist (hopefully).

Most popular episode: Instagram Tools and Tactics with Peg Fitzpatrick

21. Mobile Presence (Peggy Anne Salz)

Is your motto this year “mobile first?” Well then, you may want to consider tuning into Peggy Anne Salz’s weekly podcast. It promises to show you how to drive engagement, connect you with your customers, and increase revenue, all through a better mobile presence. Get insights on hot trends like VR and mobile ad fraud, as well as strategies you can use on your own campaigns.

Most popular episode: Engagement Benchmarks: How Much Should You Pay for Users Who Really Use Your App?

22. Digital Analytics Power Hour (Michael Helbling and Tim Wilson)

This podcast was born out of several after parties at an eMetrics conference. Michael Helbling, Tim Wilson, and co-host emeritus Jim Cain found themselves several pints in and raucously discussing digital analytics (as one does). They decided to turn their bar-side discussions into a podcast for the people. What resulted was a show with a closed topic and an open forum. Today, Michael and Tim share their thoughts and experiences for their audience to take to work with them the next day.

Most popular episode: The People and Personality Side of Analytics

23. Call to Action (Unbounce)

Custom landing page platform Unbounce runs this aptly named podcast. Every two weeks, they’ll share an online marketing success story and discuss how you can apply their lessons to your own marketing campaigns. Expect some tie-ins to the Unbounce blog, exclusive product offers for their platform, and industry news that spans CRO, PPC, A/B testing, and beyond.

Most popular episode: Drift’s Marketing Manifesto & Why They Killed the Lead Gen Form

Give Yourself an Edge with These Demand Gen Podcasts

So, what now? We’ve given you quite a few podcasts to keep up with. Start by subscribing to your three favorites this week. Need a little incentive to keep listening? Start a podcast club at work or open a Slack channel at work just for chatting about daily or weekly podcast insights. You could even invent a hashtag to tweet about episode takeaways with interested marketers.

You’ll get the most from each listening session if you’re sharing and receiving insights from your friends and colleagues. After a few weeks, you’ll also feel more plugged into your industry, the work you’re doing, and your career. Did we forget any of your favorite demand gen podcasts? Let us know in the comments section below!

Have PPC expertise to share? Join us for a guest post!

Have PPC expertise to share? Join us for a guest post!

Write for The AdStage Blog

Have an opinion about Facebook’s newest feature release? Want to share your tips on managing Demand Gen teams in modern agencies? Think you have a game-changing hack for optimizing your AdWords campaigns? Then we’d love to have you write a guest post for our blog. We’re always looking for fresh perspectives from the sharpest minds in search and social digital advertising to provide our audience with actionable, in-depth content that helps them better plan, execute, optimize, and report on their PPC campaigns.

A few of our favorite guest posts to date include:

How to Write an AdStage Guest Post

  • Submit your contact information and your blog post idea in this Google Form. Please allow us 7 business days to get back to you.
  • Next, once we give the go-ahead, send us a full draft of the post in google doc format. Include images! Please allow us 7 business days to review and provide edits/feedback.
  • Include a bio (50 words max), include 150 x 150 high-res photo of yourself.
  • After final edits are made and the post is approved, we will queue it up in our content schedule.
  • Lastly, we will let you know the publish date and time so you can co-promote on the launch date.

Who are our ideal guest post authors?

We accept pitches from PPC marketers of all stripes. Whether you’re working in an in-house, agency, or consultant role, everyone brings unique perspectives that are valuable to our audience.

You should have at least a couple years of experience in the PPC world. Previous pieces in published on other high-authority blogs are a plus.

Which Topics Do We Cover?

Our audience consists of data-driven marketing directors, in-house PPC managers/specialists, and PPC agency marketers from around the world. The types of articles that do well with our readers include:

  • Anything to do with planning, organizing, or executing PPC campaigns or accounts.
  • Specific Ad Network features digital advertisers can take advantage of to get the most bang for their buck (top Ad Networks include Facebook, Instagram, AdWords, LinkedIn, Bing, and Twitter).
  • How-to guides for medium to advanced PPC professionals.
  • Bonus points for focusing on PPC reporting or automation!
  • Tips for PPC Reporting for Agencies, A/B testing, Conversion Rate Optimization, Automation, B2B Lead Generation, PPC Landing Pages, Ad Creative, Re-Targeting–if it’s PPC, are all great topics!

Guest Post Requirements

  • Your post must be at least 1,000 words.
  • You must propose a target keyword.
  • We request that you use the CoSchedule Headline Analyzer to come up with your headline, and submit one with a score of at least 65.
  • Your post must be original content.
  • If your post is published, we’ll ask that you respond to all comments for the first seven days after it’s posted.

What’s in it for you?

  • Exposure to our ever-growing audience of PPC experts
  • A potential feature in our weekly newsletter
  • Shoutouts from AdStage social media accounts
  • A chance to share your expertise and build your reputation as a PPC thought leader

We look forward to hearing from you!

Have PPC expertise to share? Join us for a guest post! via blog.adstage.io


Experts Weigh in on Google’s Exact Match Targeting Update

Posted by on Mar 28, 2017 in PPC News, Search | 8 Comments
Experts Weigh in on Google’s Exact Match Targeting Update

Last week, Google announced a new change that will affect exact match keyword targeting. In the past, exact match meant exact match. Then, in 2012, Google announced a fuzzy match algorithm called “close variants,” which was supposed to capture plurals, misspellings, typos, and other versions of exact and phrase match keywords. With their latest update, the exact match targeting is getting bundled with the close variant targeting algorithm, which now ignores word order and function order. In this post, we’ll cover exactly what’s changing with the switch from exact match targeting, what you can do to mitigate any surprises on your end, and what experts are saying this means for the PPC world.

What’s Changing

Rewording and reordering from close variant targeting will now include exact match targeting in AdWords. Close variant targeting not only ignores plurals, typos, abbreviations, and adverbs, but will also be broadened to ignore word order and function words. This means ads may be delivered when queries use a different word order or function words. Sadly, this limits the amount of control advertisers have over ad delivery, and further dilutes exact match targeting.

How this Update Affects Advertisers

The Google philosophy is as follows: capture as much traffic as possible with a wider net, then filter out what you don’t want, rather than building a smaller net that might not be big enough to catch everything you want. They’d prefer you spend money on some bad keywords than risk missing out on some potentially good ones.

Because of this, Google removed the ability for advertisers to opt out out of close variants in 2014. This means advertisers are being forced to place more trust on Google’s machine learning algorithms. This is obviously a smart way for Google to make more ad revenue, as they’ve claimed that early tests show advertisers could see an average of 3 percent more exact match clicks while maintaining similar click-through and conversion rates.

Below we’ll walk you through how the close variants are changing:

Function Words Could Be Ignored, Changed, or Added

Function words are essentially words that don’t have meaning on their own within a search query. Google defines function words as prepositions (in, to), conjunctions (for, but), articles (a, the) and other words that usually do not change the intent of a query. With this update, exact match could ignore, add, or change these function words to match with similar queries.
However, Google specifically states that the function words will only be ignored from the query when it does not change the meaning of the keyword. For example, “hotels in new york” can safely ignore the function word “in” because it doesn’t change the meaning. However, in the keyword “flights to new york” the function word “to” would not be ignored, because a “flight from new york” is not the same as a “flight to new york.”

Below are more examples from Google:

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

Word Reordering

In some cases, two keywords can share the same meaning, and when they do, Google may reorder the keyword in order to deliver your ad. It’s important to note that word reordering will never add words to your keywords or the search query. For example, “buy new cars” and “new cars buy” likely mean the same thing from an intent standpoint. Exact match will use that same logic to match ads with reordered variations of your keyword.

However, similar to the function words exception, Google claims your keywords will not be reordered to match with a query if it changes the original meaning of those keywords. For example, the keyword [SFO to JFK] will not match to the query “JFK to SFO” because the destination and search intent is different. Below are a few more examples of how words can be reordered when using exact match with close variants.

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

How to Reduce the Impact From These Updates

Let’s face it. There’s no way around this global change and you’re not going to stop advertising on Google because of it. Because this update puts the onus on advertisers to explicitly state what queries they don’t want their ads to show up on rather than the ones they do want, it is important that advertisers be more diligent than ever about digging through search query reports and thinking ahead to prevent unintended consequences when word order matters.

As the exact match targeting update is rolling out over the coming months, here are a few things you can do in that timeframe to reduce the impact these changes have on your campaigns:

  • Update your scripts. If you are using a script like the one from BrainLabs to make exact match exact, it will need to be updated as so.
  • Review all your existing exact match queries and determine if the loss of function words or a reordering of the words changes the meaning. If so, you’ll want to add those variations as negative keywords in your campaigns.
  • Review close variants in your Search Query Reports to see if other variations are currently being triggered that could be affected with the update, and add those as negative keywords.
  • Going forward, schedule more time in your day to mine through your Search Query Reports, especially for close variants (screenshot below)

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io


Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

The Expert Take

It’s been a week now since the announcement and the PPC community has been buzzing with feedback about the exact match targeting update. We asked some of the leaders in the search world for their thoughts:

Gil Hong

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“As control freaks, this update spells doom and gloom to our tidy and structured accounts. But as marketers, this could mean additional query growth and less “Low Search Volume” keyword status.

We all survived the mandatory opt-in of close variants back in 2014 and this update only strengthens the point that no keyword structure can lead to success without active management. In the meanwhile I plan to schedule out some more SQRs.”

Julie Bacchini

Experts Weigh in on Google’s Exact Match Targeting Update via blog.adstage.io

“This change seems to be less about “increasing reach” and more about herding advertisers down the path toward keywords as a lower level targeting layer. You can’t accidentally add exact match terms to your account, you have to do it deliberately. And, what the change actually does is already covered in AdWords by using the broad match modified match type for target keywords. It’s clear that Google is viewing related queries (or “close variants”) as fully interchangeable, so if that does not work in your particular situation, it is going to require more vigilance and work to try to keep the majority of queries matching for your preferred phrasing.”

Brad Geddes

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io
Most accounts: Accounts that use combinations of exact and modified broad won’t see any more impressions. Their biggest issue will be year over year bidding or traffic moving from one ad group to another one in trending data.

The rare word order account: When word order or word variations matter, either in meaning or click values, then you need to watch the changes closely. If Google gets it right, then it might not be worth the effort to manage this closely. If Google gets the meaning wrong, then you will need to do a lot of work in order to properly manage which ad groups are receiving the clicks and their associated bids.

Small accounts using mostly exact match: These accounts are going to see the largest impact. If you are mostly relying on exact match with very little modified or broad; you will see an increase in impressions. Make sure these additional impressions are converting at the same rate as your previous ones.”

Duane Brown

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“At first I’m thinking this gives us less control. Google simply wants to push out more ads to make more money. When you dig into their statement around machine learning and think about all the data they have on how we search. I start to think if anyone can pull this off, it’s Google. The big “what about when” around this is how does this machine take into account sentiment and the true context of what someone searches. 20% of searches every day have never been done before and if that stat is still true…. what would the machine do in those cases? It has no reference for something that hasn’t happened yet.”

Joe Martinez

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“Inexperienced businesses will be hurt the most because they don’t know all the intricacies of AdWords. But if you have an established account, with a long history of appropriate negatives, I believe you won’t see a huge impact unless word order matters. If I’m a Wisconsin company selling a cheese head, I don’t want to show up when someone is searching for head cheese. Look it up. Two WAY different products.”

Matt Umbro

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“I’m not too concerned about the AdWords exact match update. For years, Google has been allowing close variants to show. As long as PPC Specialists have tightly themed ad groups and constantly review search query reports, these close variants can help efficiency. I don’t see the mentality changing with how exact match will now be triggered. As long as advertisers remain steadfast reviewing their queries, there shouldn’t be major issues.”

Luke Alley

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“With changes like this sometimes there’s a “the sky is falling” response and in the end it doesn’t turn out as bad as everyone thought. It’s still unclear how exactly it will affect performance, but it’s making us rethink some of our fundamental strategies around keyword, adgroup and campaign structure. I’m less confident in exact match campaigns and adgroups and more worried about what I’ll find in the search query report for exact match terms.  The “golden years” of true exact match ended with close variants a couple years ago, and while this continues the trend of less control, there are still many many levers we can pull to optimize and improve our digital campaigns. I’m still optimistic about the PPC future.”

Kirk Williams

Experts Weigh in on Google's Exact Match Targeting Update via blog.adstage.io

“I understand the reasoning for Google’s changes in AdWords, and think this is simply a logical progression from their previous close variants change in the Exact Match Type. Google is trying to make it easier for higher-intent terms to be bid on in advertisers’ accounts who haven’t taken the time to find and add every possible query into their account. Makes sense, right?

On the other hand, frankly, I and many others were already ensuring this was happening by including tightly controlled Broad Match Modified and/or Phrase keywords in our accounts to pick up these “exact close variants”. Thus for us, the change is redundant and unnecessary in our accounts (though admittedly it can now force these exact close variant matches out of lower bid BMM keywords and potentially provide better immediate bidding accuracy on those semantically matched terms in the future – as I have written here: Match Type Segmentation Wins with Google’s Exact March Matchness Update).

My thoughts are that this change will not kill the majority of accounts (I believe some high CPC, probably B2B, terms that have multiple meanings will be hit hard with this), I just think it’s one of those unnecessary changes that further dilutes the original purpose of the Exact Match Type. Exact means, well, “exactly the same” and this new change strips away that meaning even further.”

Have additional thoughts to share on the Exact Match Targeting update? Leave a comment below!

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.


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 | 2 Comments
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.


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 Why You Need to Automate Your Ads in 2017

Posted by on Jan 27, 2017 in Automation, Search, Social | One Comment
7 Reasons Why 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