Now is the perfect time for marketers to build on what we’ve collectively learned over the past 18 months and prepare for a comeback by embracing marketing agility.
In this webinar, experts from Adobe share three different ways to increase marketing velocity by focusing on optimizing and becoming more agile in your approach.
Discover the fastest ways to create the kind of content that will attract your audience. You can use these video strategies to rank on each channel, advertise online, and post to social media. In addition, you’ll even get insights into abiding by new privacy laws and the cookieless web.
Learn more about this event from Ignite Visibility speakers John Lincoln, CEO, Jen Cornwell, Director of Digital Strategy, Carl Bivona, Director of Social Media and Oscar Lutteroth, VP of Creative.
Video has taken over social media and found its way into the search rankings and has produced incredible returns for marketers who have integrated it into their marketing strategies.
86% of video marketers say video has increased traffic to their website. 84% say video has helped them generate leads. And 78% report that video has directly helped increase sales.
Video can increase all your KPIs. You just have to use it the right way.
On November 17, 2021, Ignite Visibility is hosting a free event for marketers and entrepreneurs called How to Launch a Winning Video Strategy and Increase Conversions.
During this live event, our award-winning team will take some of the guesswork out of creating and optimizing video content. You’ll see step-by-step how to incorporate video into your strategy and use it to increase traffic and leads.
You’ll learn:
The simplest ways to engage your audience across different platforms
SEO strategies to make sure your videos are seen by viewers and rank in search results
Creative best practices to quickly produce high-quality videos
Common misconceptions and mistakes when it comes to video content
Our methods for optimizing videos for different search algorithms
And more.
By the end of this training, you’ll be able to confidently add video into your marketing strategy and create the kind of content your audience will love.
To register or learn more about this event, click here.
Q4 is here, and it’s time to ensure your paid search programs drive the success you need for a strong finish in 2021.
Two short years ago, typical steep discounts and strong promotions were big factors in driving Q4 e-commerce success. Then COVID hit and upended the world. Then 2021 hit with massive strains in supply chains and escalating shipping costs. These factors mean marketers cannot assume vast inventories or even alternative products to satisfy their customers.
Take, for example, the auto industry. Dealerships cannot get adequate inventories of new vehicles. They are pre-selling allotted vehicles before they even hit the lot, and they wish they had more cars to satisfy huge demand, including for used vehicles. It’s more crucial than ever to reduce ad waste and connect a buyer’s search with THE specific car they are searching for online. Similar challenges confront countless other industries in 2021.
To win during Q4, your PPC campaigns need to be far more responsive to real-time inventory and other stressors that are flummoxing many marketers. Here are three tips for executing on the new game plan that can help you win as supply chains wreak havoc on your competitors’ campaigns.
The three steps outlined below won’t solve every problem in Q4, but these steps can help you conquer some of the most pressing challenges marketers are facing in the coming few months:
Step 1: Connect your ads to real-time supply chain and inventory data
After all, you can only sell what you’ll ACTUALLY have on hand or on the way. By connecting real-time data right into a PPC workflow, marketers can pivot quickly and automatically when one line of product sells out, and a much-delayed shipment finally arrives.
Automated ad creation instantly reflects the new inventory and makes it possible to serve up ads for only the items you can actually deliver. And when automating ads from inventory, there’s no need to stop at simple text ads. Extend the automation to also create RSAs (Responsive Search Ads), RDAs (Responsive Display Ads with images), and DSAs (Dynamic Search Ads).
Next, use the automation to add hyper-relevant targeting criteria like keywords to serve ads against product-specific searches, including for users who are searching for attributes that align with your inventory data (in the instance of vehicles, think about make, model, color, year, mileage, etc. – or size, color, and other attributes relating to apparel or other products).
This alignment of inventory data and your PPC programs also allows for automated creation of ETAs and DSAs along with the most popular ad extensions. With RSAs becoming the default ad format, this is a great time to add RSA to your whole account and align your inventory data with ad creation.
Another nice outcome – when inventory is gone, ads for that product stop, which helps eliminate wasted spend (and frustration for customers). This simple first step gets you on the right track, and you should see benefits quickly.
Step 2: Optimize your feed to show better ads
While structured data like that found in spreadsheets is commonly used by PPC teams, automatically turning that data into ads may present some problems, especially when the data feed wasn’t built specifically with PPC ads in mind. The problem is that data may be formatted inconsistently, incorrectly, or certain required fields to run ads are simply missing. This is when the need arises to optimize the feed data, a process that must be automated with rules if the advertiser hopes to gain the full time-saving benefits of data-driven ads.
The data advertisers have access to usually originates from a shopping cart system and may not follow all the strict requirements for what Google needs for ads. For example, the product titles may be too long to fit in an RSA headline component or to fit the title element of a shopping ad. Or the product category data may not map cleanly to Google’s product categories. This is when you will need to optimize the feed before using it to advertise.
Optmyzr’s Feed Optimization is used to fix an inventory data feed so it plays more nicely with Google Ads
The Feed Optimization tool simplifies things like:
Creating product titles that follow Google’s best practice guidelines. Many data sources are not inherently Google-friendly. Feed Optimization is designed around those guidelines.
Standardizing attributes such as colors and sizes. For example, simply replacing all instances of “M” with “Medium” or replacing unusual color names such as “cardinal” with more common references such as “red” result in more impression volume because your keywords are better matched to how users search.
Think of the impact on automatic creation of relevant ads when the source data is aligned properly. Cleaner inputs = more powerful outputs.
Step 3: Use Google’s Drafts and Experiments to explore what works best.
With new data-driven ad strategies in place, it’s time to start testing what works best and prove to your stakeholders that the new strategy is paying off. Drafts and Experiments is a feature-rich tool from Google that offers a lot of horsepower for search marketers but isn’t the most intuitive, fluid add-on in the Google environment. For example, monitoring experiments in Google across more than one account or across multiple experiments can be cumbersome.
Free scripts or PPC tools like those from Optmyzr can help you see all experiments across accounts in more user-friendly ways, with results and recommendations served up on a single page. The streamlined views via Optmyzr make it much easier to monitor the experiments and take actions according to the results.
Optmyzr’s Campaign Experiments Dashboard brings together all the experiment results from across an entire MCC account to make it easier for PPC pros to test and iterate more quickly.
The best PPC practitioners are really good at experimenting. They test, learn, and iterate – and the faster they can do all of that, the more they leave competitors in the dust.
Masters of automation & optimization become masters of PPC
Paid search pros benefit when they are in the greatest control of the automations at their disposal. The steps noted above can really help position PPC pros to tackle the ever-evolving challenges that confront marketers in Q4 of 2021. The challenges are big, but so are the opportunities to drive exceptional results. Approach Q4 methodically and think automation and optimization at every turn:
Connect real-time supply chain and inventory data with PPC ads
Supercharge your data with feed optimization tools that sanitize and standardize the info your PPC management system needs for higher-performing ads
Experiment, test, react and optimize faster if you want to grow faster
Remember – focus on using automations to remove those task-heavy activities of PPC from your plate. Those who master the automations and then use powerful tools that further free up time and energy for more strategic endeavors are the ones who will have the advantage in the daily battle for paid search dominance.
We’d love to talk to you 1:1 and give you a demo of how Optmyzr and Campaign Automator go beyond platform-level automations. Empowered PPC pros are the ones who will win! Talk to us about how to get that empowerment right on your desktop. We even offer free trials so you can get started without risk.
After 18 months of heartbreak and hardship, business owners are ready to bounce back.
Eight out of ten small businesses are fully recovered from 2020’s recession, and 94% are looking to partner with agencies to fuel long-term growth. Join growth expert Jen Spencer, chief revenue officer, SmartBug Media, who will share how SMBs position themselves for growth and where they need help, including tactics like paid search, SEO, website development, blogging and attaining customer reviews.
Nothing brings people together like watching their national team compete on the world’s stage. The excitement unites a diverse set of fans, each with their own stories to be told.
In the martech world, a tool unites customer data just like fans at a national sporting event: a Customer Data Platform (CDP). A database often used by marketers and CX teams to ingest customer data from relevant platforms and channels, CDPs provide a single, unified view of your customer.
The U.S. Soccer Federation was looking for a solution to revamp its antiquated digital infrastructure, including an outdated website, lack of mobile app and plenty of tedious, manual tasks to keep track of customer data. Before investing in Treasure Data’s CDP solution, U.S. Soccer mapped out three business challenges:
Create a mobile-first experience, including a robust, personalized mobile app and tailor its website for mobile device traffic.
Achieve a 360-view of the customer and keep that data in one place to ensure each customer has their own ID/profile for business intelligence and personalized marketing campaigns.
Create an infrastructure that scales. As a small organization with millions of fans, U.S. Soccer needed the technology to deliver personalized but automated campaigns, including:
Tracking account status (active, lapsed, renewal date, upgrade amount, etc.)
Creating a digital hub for users to manage their account
Building journey orchestration and personalization
To learn more about why U.S. Soccer decided to invest in Treasure Data’s CDP to address the above challenges and more, join Ross Moses, senior director of analytics and insights at U.S. Soccer Federation, and J.T. Wash, senior account executive at Treasure Data, in their informative MarTech session.
This exciting, data-rich case study highlights how U.S. Soccer improved its fan experience and increased member loyalty by creating a unified view of its customer journey.
After this session, you’ll be able to:
Understand how a CDP can help you optimize your marketing efforts
Identify opportunities in your business to increase LTV and customer loyalty
Create a unification strategy that breaks down data silos and drives meaningful insights about your customers
Register and attend the session here and learn how to drive relevant, real-time customer experiences throughout the entire customer journey with a CDP.
As we approach the end of the calendar year, marketers are looking to squeeze every ounce of performance from their paid search campaigns. With this focus comes the risk of wastage or ineffective regional campaigns – all putting 2022 budgets at risk.
Join this session to hear five cutting-edge tactics to improve your spend efficiency. Each section will profile use cases, Adthena data and tips for the audience to apply in their day-to-day.
As we come to crunch time for the end of the calendar year, brands and agencies look to squeeze every ounce of performance from their campaigns. With this focus comes the risk of wastage or ineffective regional campaigns – all putting 2022 budgets at risk.
Join this session to hear five cutting-edge tactics to improve your spend efficiency. Each section will profile use cases, Adthena data and tips for the audience to apply in their day-to-day.
Several things need to go right to not only win over new customers but also to retain them. Whether you’re a B2B or a B2C business, understanding your buyer’s journey is incredibly important in building your initial rapport and ensuring that you’re identifying and addressing unmet needs that will help turn your customers into your biggest advocates.
We are in the midst of a great flux for marketers. Merely a few years ago, the brand and customer relationship used to be a little more straightforward. Detailed and convivial buyer personas would be crafted, CRMs loaded with masses of aggregated data sets, and if they so wished, marketers could still claim humble successes from spray-and-pray philosophies.
But then came the Cambridge Analytica scandal, privacy legislation popping up in all corners of the globe, and with it the epiphany that much of this data that had been collected and purchased from third-party vendors was imprecise, stale and useless.
Fast-forward to the back-end of 2021, and the privacy era still rumbles on. With the eye-watering realization that 66% of consumers feeling ads based on tracking behavior are creepy, not cool, Google has finally cemented plans to comprehensively curtail third-party cookie tracking within the next couple of years, with Firefox, Safari et al. scrambling to follow suit. Apple is offering customers the ability to easily opt-out of being tracked by advertisers, essentially killing off IDFA (Identifier for Advertisers). The spotlight on these sorts of surreptitious practices has led to a rise in ethical consumerism, with consumers taking a much closer look at the corporate footprint, stance on environmental issues, where they spend advertising dollars, and political associations of the brands they do business with.
For marketers that have relied on third-party data sets and cookie tracking to power their customer engagement initiatives, this time of digital disruption is quite the headache. However, for those marketers committed to forging honest, meaningful relationships and thinking about the values of their customers and how they can align with them, the rewards are limitless.
That is why we put together this virtual content series – Signals21. To identify the biggest challenges marketers face today and how to tackle them head-on.
Starting October 6, we will deliver five weeks of unmissable content, bringing together the brightest thought-leaders, world-renowned brands, industry heads and engaging panels. Hear directly from global enterprise brand marketers from all marketing functions as they share their experience and successes engaging customers across the entire customer lifecycle.
Whether you’re looking for a new way to build relationships in the post-cookie era, deliver personalization that goes beyond a first name and past purchases, or just want to be entertained and motivated by expert and engaging speakers, we have a session for you.
Buyers are using a full range of channels to do their own research and make decisions quickly, so it’s up to marketers to play a larger role to support the full buyer’s process to provide the right information at the right time to nurture new and growing customers.
This shift in behavior requires a makeover or, at minimum, the next revolution of strategy. Join marketing experts as they walk you through five pillars that will help you convert more leads to revenue with connected buying experiences.
