As a modern marketer, you know all too well how challenging it is to satisfy today’s demanding buyers. You’re doing your best to meet their ever-growing expectations for personalized and relevant experiences in the moment. It’s clear that marketers who shift from volume-based, one-size-fits-most communication to engaging segments of one with high-value experiences will be the ones who win over the hearts and minds of their customers.
Enhance Your Marketing Expertise with AI
The good news is that you can pivot to engage on a personal level—even on a massive scale—with artificial intelligence (AI) built for marketers. AI helps make sense of all your customer data in the moment so you can truly deliver value-based, relevant experiences, and conversations. Simply put, it enables personalized experiences to a newfound degree. And that makes it possible for you to more effectively get more prospects and customers to engage with your brand.
When built with the marketer in mind, and with all of your customer data in a single location so that it has all the raw ingredients to work with, AI makes this vision a reality because it is designed to look at all you know about each person you’re engaging with. It does so with amazing velocity to quickly and precisely determine the next, right interaction and experience. Put another way, it gives you the speed and precision to engage in the moment with the right message in the right channel at unprecedented rates. And it does this in a much more organic, scalable, and sustainable way than you could ever achieve as a mere mortal.
Making It Real
Explorations of the potential of AI can feel a bit pie-in-the-skyish. So, let’s make this real by outlining actual scenarios where you can apply AI.
What’s Needed to Succeed?
As good as this all sounds, AI is only as good as the data it sits on. It draws conclusions and recommends the right experiences by sifting through and analyzing vast quantities of data. And then it executes those recommendations on your behalf—upon your command—by tying into the systems that drive engagements. So, for AI to truly work, it needs to call upon a centralized repository of everything you know about your prospects and customers. And it needs to interact with your channels of engagement to deliver the right experience to each prospect and customer.
Put this unified marketing platform and integrations in place and you’ll drive powerful results: 1:1 engagement in the moment that converts buyers faster and keeps them coming back. Imagine engaging smarter and growing revenues without increasing your budget. Now that’s truly moving from volume to value!
What potential do you see for yourself and your team when it comes to using AI built for marketers? What impact do you expect it will have? Tell me about your plans and perspective in the comments below.
Working with text data is a necessary part of analysis but often overlooked in skill development. This leaves gaps in analysis and adds time and tedium to common tasks.
Your ability to work and manipulate text greatly enhances your workflow and effectiveness. Splitting keyword, ad text, or campaign structure allows you to gain deeper insights and find new patterns.
Too often I see people resort to doing this work by hand. Scrolling through a spreadsheet labeling them one by one. There are a few straightforward methods used to speed this process up.
In this article, we’ll cover a handful of concepts to get started in approaching the problem and extracting the necessary text.
For the following examples, we’ll use a campaign and ad group structure from another account. In this scenario, we are currently in the process of restructuring it but need to extract a few components.
By expanding these components into a more a digestible format we will have a clear outline of what each location offers then use that with templates to build our new campaigns.
Below is our sample data.
Our first step is removing duplication. We have many of the same fields repeated but we only need to assign/extract the unique values once. If needed we can always use a lookup to reassign the extracted text to the necessary parts, such as campaign type or geographic targets to each campaign.
Let’s create a sheet with keys, the campaign and ad group, and all the extra values. This removes the chance of error in dragging and dropping. More importantly is reduces the load on yourself. When you review these to make sure everything lines up, you only have to check each key once.
Next, we need to define our questions,
Simple Solution – The Best Possible Scenario
In a perfect world, campaign naming conventions are consistent, spacing and delimiters are flawlessly implemented and you can split text to columns.
This tool will choose take delimiter (such as a hyphen, backslash, or space) and split the text along that piece. Each complement will be split into a new column so make sure you make room ahead of time or you may overwrite another column.
The one downside to this method is cleaning up if your text is all different lengths. The next section will provide an alternative if that is too cumbersome.
The More Flexible Solution
Let’s approach this from a different perspective. Instead of splitting the text, we’ll set up columns for each value then use formulas to pull out the desired text.
The first piece is easy. Looking at our Campaign names, we see the name of the property on the far left side and the location of the property at the far right. Everything to the left is the campaign, everything to the right is location information.
The Tools We Need
There are helpful functions to handle these types of situations. Left() and right() work by returning the text to the left or right of a given position.
These are straightforward to use on their own but can be extended by using search(). Search() returns the position of a character. Knowing that we can use it to pull from different places in the complete string.
Let’s jump into the specifics!
The structure is consistent here and the property name is always the first set of characters ending in a colon. We can use the colon as the delimiter, use search() to find the position, and return all the characters to the left.
Something is off. We don’t want the colon there. We can fix this by subtracting one from the result of search().
Why did we subtract? Since search() returns the position as a number, we can add or subtract from that number and alter which text is returned. In this case subtracting one removes the left most returned character and gets rid of the colon.
Location name is slightly trickier as we have multiple pipes. We are working form the right side of the campaign name this time.
In order to get two pipes over we can chain two search() together to subset the first part then subset it again to get the rightmost word.
Now that we have location names we can find the surrounding neighborhoods. This is almost identical to the property name but we’ll pull from the right hand side of the ad group name.
The syntax may be slightly confusing as first. We use len() to see how long the string is. Then we subtract the number of characters from the start of the string to the hyphen, leaving the number of characters to the right of the hyphen.
Sometimes parsing the exact text you need will be challenging. In these cases it is sometimes easier to clean the text beforehand.
Let’s say we wanted to extract the room details. Some locations don’t have this information. Rather than adding more logic to the steps we could filter out anything with “room”, ”townhouse”, etc. manipulate those and leave the rest of that column blank.
Sometimes it’s easier to delete or find and replace before you get to the functions. This can save a lot of time by removing unnecessary text and streamline you work even further.
Now that we have our key we can use it to tag our reports to easily segment between location, neighborhood, or property name. Or we could use this a feed file to build new campaigns!
Social ads continue to get more and more interactive for e-commerce advertisers. Facebook is hard at work, beautifying canvas and product layouts that really make product images and video content pop. Facebook introduced canvas templates for product ads this month, which may leave those of us cultivating leads or advertising in the business to business sector feeling green with envy. As we make quotes, give consultations, and fish for users who want a free demo or to attend our webinar, we wonder where our fun, creative bells and whistles may be. Content forms? White Paper offers? Yawn.
However, social lead gen and contact form tools are becoming more popular and faster moving by the day. Despite having been around since October of 2015 (with context cards added in 2016), many Facebook advertisers still do not use direct lead ads. LinkedIn added lead gen forms on April 5 of this year, 2017. From Facebook to LinkedIn, make the path of your lead generation form submission feel more natural and seamless with social lead ads. If you aren’t using direct leads right now, by the end of this article you will understand how they work, what effects they can have on mobile conversion rates and next steps for rolling direct lead campaigns out across your social channels.
Facebook & LinkedIn Direct Lead Forms
Why You Should Launch Your Test Today
10% of all website visits, on average, now come from Facebook, and 54% of those users only access Facebook through a mobile device. Do you take time to consider the mobile site experience you are providing these visitors? Is your responsive site design meeting the needs of your mobile visitors? To find out, check your Google Analytics data and mobile conversion rates in the device segmentation report on Facebook. Markers of success on Google Analytics are low bounce rates (under 75%, depending on your industry, landing page quality, and if your industry encourages larger commitments, more research, and consideration), average session duration, and average pages per session. Google Analytics allows granular insights so you can diagnose if poor engagement is a symptom of a single channel or if it is experienced by users across multiple channels, and gives you a second perspective of how social ad users are interacting (for better or for worse) with your site. Site speed tests can also be used to diagnose mobile experience, such as the site speed test that Google provides for free.
If you find mobile site engagement lacking among Facebook users and you are unable to fix speed problems in a pinch, or if you’d like to simply deliver a faster conversion-friendly option to your mobile audiences, it’s time you consider running direct lead form campaigns. A test is always worth trying for a limited amount of time to discover whether your prospects appreciate the greater ease with which they can submit their data to you.
Lead forms simplify the process of user data submission, as demonstrated in the examples below. From interested click to success and confirmation, the user is able to completely bypass your site and submit their info without leaving the social app.
Facebook Direct Lead Forms
LinkedIn Lead Gen Forms
We tested the exact same creative copy to the same audiences, on the same Facebook placements, and found stark results in regards to mobile conversion rates when comparing site visit lead generation to direct lead ads. Over the course of our test, the direct leads campaign had a 10% lift in conversion rate. Naturally, users had a faster transition from clicking on the ad post to submitting their information. Here’s the breakdown of our test, which was promoting to B2B SAAS consumers in the research phase of the sales cycle:
Regular, site visit lead campaign mobile users (iPhone & Android):
Direct leads campaign mobile users (iPhone & Android):
The proof is in the data. Better conversion rates are awaiting those who are willing to give direct lead ads a test.
Things to Consider Before Rolling Out Your Direct Lead Ads Test
But how do you get started with direct lead ads? Well, that depends on the network you’re launching them in, but you’ll want to get a few plans together:
Every lead gen advertiser should consider gifting their audience with a faster, easier way to get in touch. Social lead ads are an ideal way to provide this option to every audience you’d like to target.
With the State of PPC, Hanapin Marketing’s annual survey of the pay per click (PPC) advertising industry, we look under the hood of advertising’s fastest-growing industry and find out what makes it tick, year by year.
This year we had a great turnout of responses and some mind-blowing insights to share with you. Join Hanapin’s President Jeff Allen as he walks through what we found in our State of PPC Report for 2017-2018 and where the industry is going.
Many marketers understand the power of implementing automated drip campaigns to turn leads into customers by moving them through the sales cycle. Truly successful marketers know the best bang for your marketing buck comes from using drip campaigns to nurture existing customers.
Smart marketers know that it’s easier and more cost effective to sell to existing customers than it is to cultivate new leads. How much easier and more effective? According to the authors of Marketing Metrics, the probability of selling to a new prospect is 5-20% while the probability of selling to an existing customer is 60-70%.
That’s math anyone can understand and it’s a process that begins with onboarding new customers.
Of course, successful customer drip campaigns start with a content marketing strategy that guides your efforts and keeps you focused on what you want to accomplish with your drip. Beginning with a well-defined strategy allows you to create drip campaigns that respond to the specific needs and interests of specific customers.
In this blog, I’ll give a deeper dive into how to create a drip campaign with your existing customers in mind.
Begin With the End in Mind
When creating drip campaigns set expectations from the very beginning and provide additional value from the start of what should be a long and valuable relationship.
Offer Solutions and Establish Thought Leadership
Drip campaigns are excellent for promoting useful content that establishes you as a valued thought leader. Build trust and deepen relationships with well-planned nurtures. Here are a few helpful tips to get you started.
It’s A New Dawn, It’s A New Day, and Your Email’s Feeling Good
Feel-good emails are a great tool for building rapport, trust, and confidence with your customers. What’s a feel-good email? Here are examples of just four proven emails that make your customer feel appreciated and top-of-mind.
The Write Stuff
Remember: it’s far more cost effective to keep an existing customer than it is to acquire a new one, so customer drip campaigns are not the place to “fake it ‘til you make it.”
Your success relies on providing real, valuable content. Anything less will set off your customers’ insincerity meter and risk creating the perception that all of your content belongs in the junk folder. Give content the short stick and your clients will likely do the same for you.
How have you utilized drip campaigns with your existing customers? What successes have you seen with this engagement strategy? Tell me about your experiences below in the comments.
Bing Ads Content Network Change
On June 30th, 2017, Bing Ads decided to sunset the content network and focus only on search to ‘improve your ROI’. This means, all the promise of display remarketing and other Bing display opportunities is now over.
To solidify this even further, Bing Ads is now sending out emails to any account that is running or had run any content network exclusive campaigns or combined search and content campaigns, stating that all content network data will be deleted as of November 30th, 2017.
According to the information provided by Bing; if you have a content only campaign, the entire campaign will be deleted on at the end of next month. If you have a combined search and content campaign, they will be merged into a search only campaign.
Based on the details provided by Bing, I recommend downloading all content specific data, so that you never lose any of that insight. Especially when pulling year over year reports and even for previous month over month trends.
An easy way to tell if your campaigns were set to search and content or content only is to segment by network and change the date range to go back 6 months. You will see content data present by campaign and as a total. From there, download historical performance for your records.
Today’s marketer continues to face steep challenges when it comes to engaging with customers across multiple channels and touchpoints. It takes both smart marketing and the right technology to be able to listen, learn and respond to your customer at speed and with scale. Yet according to Marketo’s recently released The State of Engagement report, nearly half of the marketers surveyed (48%) said that finding the appropriate tools to enable them to engage with customers is the biggest challenge they face today.
In this blog, I’ll highlight 3 challenges marketers are facing today and marketing technology innovations that are helping them to overcome them—including some that are included in our latest product release.
Challenge #1: Engagement Doesn’t Happen Effectively Without Coordinated Data and Insights
Marketers today have access to more data than ever before. But, delivering experiences that will truly engage your customers requires you to go beyond the numbers—you’ve got to be able to translate data into actionable insights. There’s no question that it can be challenging to understand all the signals consumers share and how to leverage the data from those signals to deliver personalized, authentic messages. That’s where marketers should look to tools to help inform their strategies for deeper engagement.
For email marketers, tools like Marketo Email Insights is one way to gain insights into email performance. Using historical data, marketers can see trends in email delivery and engagement metrics and break results down by audience, content, and platform. And, in our recent release, we made several enhancements that give marketers new ways to prepare, analyze, and share email performance data— elevating it from highlighting interesting points to delivering actionable insights.
Another way marketers are leveraging data to deliver personalized experiences is through artificial intelligence (AI). The new Marketo ContentAI enables marketers to personalize interactions for broad audiences as precisely as if you were marketing to a segment of one, and it does it by using AI-powered insights to predict the best content to engage each individual. In Marketo’s summer release, new AI-based analytics provide rich insights into which of your content assets are most popular, which are trending, and how specific content pieces are performing for defined audiences (location, industry, visitor type). With machine learning tools like ContentAI powering predictive content on website, mobile, and email, your mountains of data are quickly synthesized to provide the insights needed to match the right content to the right audience for the highest possible engagement with your brand—something that simply isn’t scalable without technology.
Challenge #2: Engagement Doesn’t Happen Without Personalization
What’s the number one reason consumers don’t engage more often? The answer may surprise you. According to Marketo’s State of Engagement research, the answer is irrelevant content. People don’t engage with brands they feel don’t speak to them. This is likely because interactions that don’t provide the right message, offer, or content, fail to deliver any meaningful value. Here’s where tools like ContentAI that I wrote about above offer tremendous value. They help marketers make sense of their content engagement data and choose the best assets to use to target individuals across segments. With AI-recommended content to help drive higher engagement, marketers must ensure they’re equipped with the right tools that enable them to deliver relevant content to each individual at the right time and in the right place, at scale.
And because websites are a main point of interaction between prospects and content, it’s not surprising that tools like Marketo Web Personalization are rapidly becoming a priority for marketers seeking to deliver a deeply personalized experience with individuals in real-time. Offering up personalized messaging, content, and offers based on firmographic, demographic, and behavioral data is a powerful way for marketers to ensure site visitors are always met with an engaging experience on the web. Why is this critical? When it comes to audience attention, according to a study by eMarketer, 83% of B2B buyers say company websites are the most popular channel for online research. Based on our research in The State of Engagement, more than 60% of consumers (both B2B and B2C) expect all of their interactions with brands to be personalized.
In our Q3 release, we’re giving marketers even more ways to deliver a personalized experience with more flexible personalization campaigns. As a marketer, you know your audience and what works for your business best, and so we’ve made it easier than ever to preview web personalization campaigns to see what they will look like across different devices. Now, there are even more ways to trigger campaigns based on a visitor’s activity like time spent on a page or specific movements on the page. All of these enhancements were designed specifically to help marketers present relevant content for a more personalized engaging experience every time.
Challenge #3: Engagement doesn’t happen in silos
In a world where every experience matters, siloed, unconnected teams are failing to create real connections with buyers and customers. For most, the real challenge is working cross-functionally to unite all customer-facing teams around the customer experience. To win in the Engagement Economy, two teams that have to work in lockstep are Sales and Marketing. These teams not only need to align on processes, but they have to truly partner around all aspects of the customer’s experience with the brand. But, without the right tools to support this relationship, that partnership can be a real challenge.
Successful companies are seeing Sales using more messaging and tools from Marketing and Marketing developing more playbooks to guide the Sales process—partnering to engage buyers across all phases of the customer experience. Sales Engagement tools, like Marketo ToutApp, help to bring these two teams together. Through digital playbooks, proven content, and engagement analytics, Marketo ToutApp focuses your Marketing and Sales teams on driving more predictable pipeline and revenue growth. And recent enhancements to Marketo ToutApp in our Summer release make it easier than ever for marketers to categorize and share content, so Sales has the right messaging and content to close more deals.
Overcoming the challenges
As marketers face the challenges and hurdles of an ever-evolving landscape, technology is more important than ever to create authentic customer experiences. Today’s marketer has access to an expanding technology arsenal to turn data into insights, to personalize at scale for segments of one, and to focus the combined power of Sales and Marketing on the customer experience. Today, success depends not only on the tools but how they come together in a unified marketing platform. One that enables marketers to listen, learn, and engage at scale to create the types of personalized experiences consumers demand.
How do you see marketers winning with technology today?
The post 3 Key Challenges Marketers Face & How to Overcome Them appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
We’ve seen other platforms fighting Facebook for the social advertising kingdom, and new features rolled out left and right. Who’s stopping those platforms now? As we walk into the next year, we’re going to see some amazing new features and updates coming out and some awesome platforms that you’ll want to be investing your social dollars into.
In this webinar, join AdStage’s JD Prater and Hanapin’s Steve Burnett as they look into the next year and show you what to look forward to in the social advertising world.
JD Prater Steve Burnett
It’s getting far too easy for consumers to ignore marketing messages that they’re not interested in. Even if they are interested, they often miss important communications simply because there is so much noise out there.
So, how can you combat the crowded marketplace and actually get the attention of your audience?
In this blog, I’ll cover how to use mobile marketing and email marketing to connect with customers in meaningful ways.
Mobile Marketing: Capturing Consumers’ Attention on the Go
Walk out of your house, and you’re bound to see someone engrossed in their phone. Whether they’re texting, playing a game, shopping, or browsing social media, consumers are spending five hours a day on their phones.
They’re more likely to immediately engage with an offer presented via mobile than any other channel simply because their phones have become an extension of themselves. A personal assistant. A means of connecting to the world, no matter where they are.
What this means for you, as a marketer, is the opportunity to create value where your audience is spending a significant amount of time.
Elements of Mobile Marketing
There are several ways you can reach your audience via mobile. We’ve seen that a combination of these different strategies can have phenomenal results.
An exciting aspect of mobile right now is the use of the mobile wallet. Consumers can not only pay for purchases both in-store and online with their digitally saved credit cards, but they can also opt-in to promotions and offers from their favorite brands.
Once a subscriber sees your offer, they can save it in their mobile wallet. If they don’t redeem the offer, you can send notifications to remind them to, or even increase the savings to entice them. And once an offer is saved, you can update it indefinitely, providing you more opportunities to stay in front of your customer.
The most fundamental mobile marketing campaign that has the highest delivery and reading rates are happening via text. You can send an offer via text with a link to redeem it or instructions to show the cashier the text to redeem in-store.
And you can take text message marketing one step beyond text-only content. Leveraging multimedia messaging, you can include videos and images to better engage subscribers.
Text messaging campaigns are also great to keep customers updated on the status of their orders, billing, alerts, and relationship-building campaigns.
Another benefit of SMS messaging is that for customers who don’t use a mobile wallet, you can send them the same offers. You can then link to a mobile-friendly website where they can access the same offer without needing to install a wallet app.
We’ve all been trained like Pavlov’s dog to respond instantly when we hear the ping of our phones. Those pings can turn into dollars if efficiently used. Push notifications can inform subscribers of new promotions or app features or remind them to redeem an offer.
Location-based push notifications are a fabulous way to connect with subscribers when they’re physically near your store, thus increasing the likelihood of them coming in to redeem an offer.
How Brands are Using It
So now you understand the theory of mobile marketing as a successful channel but are brands actually making it work for them as well as getting the ROI they want and achieving business outcomes?
Brands, big and small, are using mobile marketing to attract more customers, increase visits, grow average order sizes, gain repeat purchases, and boost mobile downloads. Here are a few brands that have successfully reached these goals:
These examples go to show that mobile marketing works and that there’s no one way to attract and engage mobile subscribers. Because mobile marketing is still a relatively new field, it’s exciting to see the creativity that comes with mobile campaigns.
Where Email Fits In
So, if you’re using mobile marketing, why do you also need email? The fact is: a multi-prong approach to reaching consumers will have a bigger and better impact. The more channels you can reach your audience with, the better brand recognition you will have.
The key to combining mobile and email marketing is to ensure that the offers are slightly different. Otherwise, what’s the value? The retailer who sends a 30% off promotion to both mobile and email at the same time is a turnoff, whereas the retailer who sends a 30% off promotion via email, and then a link to clearance items via mobile may see better engagement.
One Platform: Multichannel Customer Engagement
Having two distinctly different channels for reaching customers sounds like a lot of work. Surely you’d have to log into two separate platforms to manage them both.
Actually, that’s not so.
You can manage both email and mobile marketing campaigns from a single engagement platform. A mobile engagement platform, like Vibes, can integrate with your marketing stack—specifically your engagement platform, providing ease of use and smarter dialogue between all types of campaigns. You can create robust customer files that allow you to see response rates to both email and mobile.
And while it can be helpful to have an experienced marketing partner to get your campaigns up and running, it is entirely possible to manage them and update them yourself, with little to no technical expertise required.
As it becomes more challenging to reach consumers, taking a multifaceted approach with both mobile and email can help brands deliver the best customer experience and improve engagement across all channels.
How have you integrated mobile and email marketing as a solution with your company? I’d love to hear about how you’ve incorporated the two in your marketing campaigns in the comments.
On occasions, clients ask if it is worth bidding on Brand when they show up in the #1 spot in Organic search. It is a great question, after all, it could potentially save money and allow for more budget to go to generic campaigns instead. My response, without hesitation, is yes. In fact, you should be bidding on your brand name in all engines for several reasons.
We will discuss several reasons why you should consistently bid on your brand name, including; protecting your name, organic lift, competitors, and controlling the message. If you are not bidding for your own company name, someone else may decide to take advantage of that opportunity. Plus, several studies show an improvement in organic listings when a paid ad appears in the results.
Protect Your Brand
There are several reasons to bid on your own brand name. The first reason, it is usually inexpensive to bid on your own company name. Usually, it is the most relevant terms, resulting in high CTRs that lead to high quality scores, and often the cheapest CPCs.
In one account, the total Brand spend makes up 9% of the total monthly budget and the Brand campaign accounts for 59% of their total conversions. This client also has competitors appearing for their brand name. If this client had a generic name, this could be simply a case of Google broad-matching the search terms out. However, this client has a unique name and two competitors are bidding on their company name. Their listings are showing between our paid ad and the organic listing. Our paid ads certainly help ensure their customers find our client instead of the competition.
Competition for Brand
In one Google search, we can see that the Punctual Plumber has the exact same problem except they have three competitors between their paid ad and their organic listing. So, there is a good chance if they weren’t bidding on their own name, they might lose some clicks to their competitors. Keep in mind, if those competitors ads were the first ads, customers may choose one of these other companies. There are many searchers that do not differentiate between paid ads and organic listings.
In another account, the total spend for Brand is only 3% of their total budget, and the conversions make up 19% of the total. This is a small amount of money to spend to guarantee you show up for your brand terms with the message of your choice.
Control the Message
Another reason you might want to bid on your brand name is you get to control the message. Creating different ad copy for your brand campaign can allow you test different messages in your ad copy and measure performance. These tests may help you determine if you should consider updating your organic listing text.
In a search for Bed Bath & Beyond, we can see they include a CTA to promote their coupon program. In their ad, they also mention that they offer free shipping on returns which is not shown in their organic listing. Although they don’t have competition showing up in their brand search, they are taking full advantage of the extra real estate between their paid ad and organic listing. This also gives you an opportunity to test different site links messages like they are doing with their wedding registry and find a store near you.
You can also use your paid ads to test different landing pages other than your homepage. For example, if someone was searching for Amazon Reviews, you can send them to a page that includes reviews. Or if they were searching for Amazon Complaints, you can send them to a customer service page so they have an easy way to learn how to address their concerns.
Brand Names Are Cheap
Bidding on competitor’s company names is oftentimes cheaper than some of your non-brand terms. However, this also goes for your company name as well. So if you are not bidding on your name, this gives your competitors an opportunity to get cheap clicks at your expense. Are any of your competitors forgetting to bid on their brand names? This may be an opportunity. Just keep in mind, once they figure out you are bidding on their name, they may return the favor (i.e. bidding war). At the very least, make sure you protect your own brand interests.
Are any of your competitors forgetting to bid on their brand names? This may be an opportunity. Just keep in mind, once they figure out you are bidding on their name, they may return the favor (i.e. bidding war).
If you decide to bid on your competitors brand names, just keep in mind, there are a few rules to follow. You are allowed to purchase their names as keywords, but you cannot use their name in your ad copy. Also, make sure you aren’t using Dynamic Keyword Insertion (DKI) in your headlines and create an infringement problem for yourself. Google does have an AdWords Trademark Policy to help protect you and others from trademark infringement.
Other Brand Benefits
One of our clients had little success in Bing. Or so we thought. Their Non-brand CPL would often exceed $1,000 and that was way above their goal. So for the past year, we only ran their Brand campaign along with a very small Non-brand budget. This network rarely had any revenue reported in Analytics. A couple of months ago, they set-up third-party call tracking we discovered that 82% of our Bing conversions were choosing to call for quotes. Without third-party tracking, we had zero insight into this call performance.
After listening to some really great calls generated from generic keywords, we boosted our non-brand spend. Suddenly, this client had two months in a row of making $70,000 from Bing paid. Analytics revealed that Brand was getting credit for 92% of all the revenue. This doesn’t even factor any additional revenue from the quotes they sent out for the Non-brand calls.
However, the only change we made was to boost our Non-brand spend. This does suggest that Non-brand was leading to a lift in Brand revenue performance. Plus, once we factored the phone calls into performance our CPL dropped from $334 to $64 which was lower than Google’s average at $125. This is one reason why I recommended call recording in a previous article Reasons Why You Should Consider Call Recording.
Brand Conversions Rates
According to an article from Search Engine Land, there are studies that show that paid ads convert better than organic listings. In fact, they say that the conversion rates can be 4x’s higher than organic. They show that having a paid ad alongside your organic listing lifted clicks by 32%.
Additionally, let’s say you decided to add additional budget into your Non-brand and Display campaign to build better brand awareness. You may want to monitor the performance of your brand campaign. Monitoring your brand conversions or impressions may help you determine if your efforts are impacting your brand awareness.
In one of Google’s studies, they found that customers had a better brand recall when they ran a paid advertisement along with organic. This Google Brand Awareness study is a bit outdated from 2014, but I have no doubt that the benefits of bidding for brand outweigh the cons.
Hopefully, I have given you some additional insight about why you should consider bidding on your brand name. At the very least, maybe I help confirm something you already knew. We would love to hear your thoughts about bidding on brand terms.