There are numerous software tools that make everyday PPC tasks, such as budgeting, much more efficient and effective. However, many marketers find themselves constrained by budget, or simply don’t spend enough PPC dollars to justify purchasing a tool. If you find yourself in either scenario, are looking for a better budget pacing method, or are new to PPC, the following tool is easy to set up and will give you the information you need to make budget adjustments throughout the month. By no means is this the only way to track budgets; there are certainly more robust pacing strategies, but many Hanapinites have found this simple tool to be accurate and dependable for the clients we serve. Here are the platforms we will use to create the tool:
Step #1: Create the templateFor convenient daily refresh and document sharing, I recommend using Google Sheets instead of Excel. Here is a snapshot of what the finished product will look like: Template steps:
Now that your template is set up, you can enter the formulas needed to complete the sheet Step #2: FormulasEnter the following formulas in the last box you created:
Date Formulas:In order to use the following formulas, you need to have the first and last day of the month somewhere on your sheet:
After you have created the formulas, you can go back to the “Days Left” and “Pace” cells and reference the date formulas you just created: Step #3: Data PullI explain below how to use Supermetrics to pull the data, but if you do not have Supermetrics, you will need to either download the data directly from the advertising platforms (Google Ads, Bing, Quora, FaceBook, etc.) or manually enter month to yesterday cost (MTY) and last 7-day cost. I recommend pulling the data into your sheet (create a separate tab) and creating a sumif function so that you minimize any manual errors. Sumif to calculate MTY cost: =sumifs(Google!D:D,Google!B:B,“*”&$B23&“*”,Google!A:A,“>=”&$I$17,Google!A:A,“<=”&$I$18) Sumif to calculate L7D average cost: =(sumifs(Google!D:D,Google!B:B,“*”&$B23&“*”,Google!A:A,“>=”&$I$9,Google!A:A,“<=”&$I$8))/7 This sumif formula references the same data range, but in order to return the L7D average, you will reference the below date formulas. $I$9 = L7D date formula $I$8 = Yesterday date formula Using SupermetricsI started this blog by describing the reasons you may need to create your own tool. But if you do have the budget, I highly recommend purchasing Supermetrics. It will not only make budgeting easier, but it will also make all sorts of PPC tasks much more efficient. There are affordable pricing options if you are interested in testing out Supermetrics. For Supermetrics users, simply create a query (in a separate tab) to pull in the data you need to fill in your template: Use the sumif functions described above to pull the data into the appropriate cells. Another bonus of Supermetrics is the option to schedule a daily refresh. Within the Supermetrics bar, toggle to “Schedule refresh & emailing”, then choose the frequency of your refresh and the time at which you want the query to run. ConclusionOver or under spending are some of the biggest mistakes we can make as PPCers. Play around with this template and make it your own. I hope it gives you more confidence in your budget pacing decisions. Good luck! from https://www.ppchero.com/3-step-diy-ppc-budget-pacing-tool/
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16 new jobs have been posted to PPC Hero’s Job Board, including new positions open at The Walt Disney Company, The Shade Store, and Workshop Digital.Here’s a brief look at just a few of the newly posted positions: The Walt Disney Company Disney Streaming Services is a business unit within The Walt Disney Company’s Direct-to-Consumer and International (DTCI) segment that oversees all consumer-facing digital video subscription services across the company. Disney Streaming is responsible for developing and operating The Walt Disney Company’s direct-to-consumer video businesses globally, including the ESPN+ premium sports streaming service, programmed in conjunction with ESPN; the upcoming Disney SVOD service; and BAMTECH Media, a global leader in direct-to-consumer video streaming products and solutions. Its core mission is to deliver global audiences the freedom to access content on their terms across any connected device, time or location. The Customer Acquisition team is tasked with driving new subscriber growth. The team is responsible for the planning, execution and optimization of user acquisition and performance marketing campaigns. The ideal candidate has a passion for the digital media landscape and understands the intricacies and unique attributes of every step in the marketing funnel. The successful candidate will bring a highly analytical, creative, and flexible growth mindset to the role, which will be critical to delivering breakthrough thinking for this channel. The Shade Store The Shade Store is seeking an experienced and results-driven SEM Specialist to join our world-class marketing team in Port Chester, NY. This role will report to the VP of Digital Marketing and be jointly responsible for the continued evolvement of our digital marketing strategies. Warschawski We are looking for an entrepreneurial, results-driven Digital Strategist with proven experience developing and executing comprehensive digital strategies, including: paid search (SEM/PPC), programmatic display/video, paid social, e-mail marketing and/or SEO campaigns, along with cross-functional experience in social media management, marketing and/or branding. Exceptional communication skills, incredible attention to detail and a “can-do” attitude are absolutely essential for success in this role. In this position, you will be integral in the development and execution of SEM, SEO and other digital marketing communication strategies for the agency’s clients. This involves everything from performing robust data analysis to campaign conceptualization, creation, development, implementation, monitoring & reporting. Ascendancy Digital Ascendancy is a small agency that is focused on doing just one thing: Google Ads management for ecommerce businesses. We are committed to doing excellent work for our clients, and have a track record of achieving outstanding results for them. We are looking for an exceptional candidate to join our team as an Account Manager. You will be working with 8 – 12 clients, and will be responsible for driving strategy for them, achieving outstanding results, and providing a very high level of client communication and service. 1point21 Interactive Are you fascinated by the internet, have knowledge of SEO, and know that a career in digital marketing is your jam? If so, 1Point21 Interactive is the place for you! You will be responsible for managing all SEO activities such as content strategy, link building and keyword strategy to increase rankings on all major search networks. You will also provide training and lead the JR SEO and SEO Associates. Workshop Digital Workshop Digital is a digital marketing agency that is focused on building handcrafted strategies that help our clients achieve their business goals. As a Senior Pay Per Click Analyst, you will be responsible for developing and executing these strategies for some of our top level clients to help them reach their goals. While much of your work will be independent, you will also collaborate with fellow analysts across multiple teams, your manager, account managers, and developers. See More Openings >
from https://www.ppchero.com/ever-dream-about-working-for-the-walt-disney-company/ Account-based marketing (ABM) is neither a product nor a point solution. Rather, it’s a strategy, a mindset, and ultimately a cultural movement. Done correctly, this culture shift leads to better sales and marketing partnership, and eventually the ability to maximize revenue potential together with sales. On the marketing side, ABM forces them to think like salespeople, which means going from a lead-based to an account-based mentality. Instead of reacting to leads that are interested in products, marketing needs to catch up and align with sales by proactively selling into accounts that are a great fit for the brand. Additionally, they are catering messaging and personalization towards buying groups and personas, instead of individuals. Sales must also undergo a mentality shift because ABM forces them to trust technology and software to help scale their traditional strategic selling efforts. It requires them to trust marketing and really work together across the aisle. While the idea of strategic selling has been around for a while, the technology has not. As the world of marketing and selling gets more complicated, ABM becomes more of a need than a want. Indeed, Sirius Decisions finds that 93% of B2B companies consider ABM to be extremely important for their success in driving more revenue. Common ChallengesFor the past few years, I’ve been reminded by customers and prospects about how difficult ABM execution is, especially getting started and obtaining early buy-in from sales. On average, it takes six to nine months to get ABM up and running, a lengthy process in part because of the challenge of aligning mentalities to create a shared strategy between marketing and sales. Alignment is required throughout the entire workflow in order to maximize the potential of ABM and maximize revenue together for the brand. Without this step, it’s impossible to define target account lists and prioritize accounts. Another roadblock is building the right target account list to support the strategy. This is difficult because sales and marketing are forced to work with limited account level data, and don’t have the manpower or tech to scale their processes, especially the brands that have thousands of accounts in their database already. Often, the best fit accounts your looking for are buried deep in the databases or across different marketing and sales tools and data sources. As a result, sales and marketing are forced to spend months building target account lists that nobody agrees on and are often based on opinion, intuition, and gut feel instead of data. Recommended SolutionThe combination of clean data and artificial intelligence helps solve the challenges above. Successful ABM’ers use the combination of both to remove the guesswork out of creating a shared strategy and building the right predictive target account list. Data refers to clean first-party customer data that contains firmographic, technographic, and behavioral activity data. AI refers to algorithms and machine learning to create an ideal customer profile (ICP) based on your first party customer data and then using the ICP to quickly scan and predict which accounts in your database should be considered target accounts. The AI prediction and recommendation is based on the first party data that you trained the ICP model with. As a result, successful ABM’ers can ensure they have a list justified by data, instead of opinions. Remember, your AI is only as accurate as the first-party data you train it with. Kickstarter Strategies & Predictive Target Account Lists1. Land & Expand: Predictive Up-sell/Cross-sell ListThe first key strategy is getting more from your existing customers. This is about landing and expanding across your customer base, selling them additional products, or up-selling the current products you have. For this scenario, you would train your AI-based ICP model with customers that just recently purchases up-sell/cross-sell products. You would then tell the model to scan your existing customer base that has not yet purchased certain up-sell/cross-sell products. The result would be considered a predictive up-sell/cross-sell list. 2. More New Business: Predictive Best-fit ListThe second strategy is to win more new business. This is about net new business coming into your ABM funnel and increasing the number of quality opportunities. This scenario REALLY requires collaboration and coordination with the sales team. No longer can you have a lead hand-off with clear marketing and sales demarcations. It’s about having one team executing together in a coordinated fashion. In this case, you would train your AI-based ICP model on your recent closed-won customers in the past 3-6 months. You would then tell the model to scan your known account database to see which accounts are best-fit accounts. The result would be considered a predictive best-fit list. 3. Get Back on Track: Predictive Quick-win ListThe third strategy requires focusing in on what accounts you can close fastest. This is a great strategy to have when you feel you are not on track to hit your quarterly ABM goals. This involves looking at your average sales cycle and velocity for previous closed-won deals. In this case, you would train your AI-based ICP model on your previous high-velocity closed-won opportunities. You would then tell the model to scan your know account database to see which accounts are more likely to close the fastest. This is a great tactic for marketing if they need to get back on track to hit their quarterly goals. For more on how to kick start your ABM efforts, check out our webinar on the same topic. The post 3 Strategies to Kick-Start your ABM Efforts appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. from http://feedproxy.google.com/~r/modernb2bmarketing/~3/Dr-C_yqRURY/3-strategies-to-kick-start-your-abm-efforts.html The younger the consumer, the higher their expectations for the companies they engage with. That’s the overall takeaway from Adobe’s 2019 “CXM Index” report, based on a survey of 1,500 U.S. adults regarding preferences and expectations for digital experiences in the retail, travel and hospitality, media and entertainment, and financial services industries. “Younger consumers have higher expectations for innovation,” said Taylor Schreiner, director of Adobe Digital Insights. “The 18- to 34-year-old cohort, specifically, has grown up with digital and mobile, and they not only value innovation in customer experiences that address their needs, they demand it.” Retail CX Insights
Consumers of all ages have come to expect certain types of communications from brands when they transact online. For example, more than half of online shoppers across age groups said they expect to receive an emailed receipt following a purchase. More than 40% expect to receive a text message when an order has shipped. However, brands might want to think twice before sending text messages that ask for feedback about a purchase; one in four consumers said they don’t want them. Additionally, younger consumers were more likely than their older counterparts to have had a bad experience with an online retailer. They were 173% more likely to have received a faulty product and 68% more likely to have to re-input information when re-engaging with a retailer on a second platform. Those 35 years or older, on the other hand, were more likely (40%) to abandon their cart as a result of a bad experience. “The checkout is one of the most crucial aspects of the commerce experience,” Schreiner said. “Retailers need to ensure that they have implemented, and are optimizing, for a seamless and easy checkout process because it is the ultimate bellwether for sales and customer satisfaction.” Travel and Hospitality
Consumers across the board said they have high expectations for their travel experiences both online and off. For example, four in 10 said they expected to receive a text message from an airline if their flights were delayed. “When it comes to their travel experiences, consumers want to be surprised and delighted,” Schreiner told CMO.com. “Anything that can save them time and effort, and make their stay more pleasant, is going to be key, as are personalized and customizable services that enhance the travel experience.” According to the report, people found that the following services help create noteworthy travel experiences: the automatic rescheduling/rebooking of a delayed flight; a travel booking site using a person’s travel history to send alerts about the lowest prices for a flight, hotel, or car rental; and an immediate response from a hotel when contacted via social media. On the flip side, undisclosed trip cancellation policies that were not highlighted during the purchase process was the most negatively ranked experience across all industries. Financial Services
Three in four consumers were satisfied with the experience they received when accessing financial information on a website (75%) or mobile app (76%). Sixty-eight percent were satisfied with customer service via chat or phone, which was higher than in any other category. Where financial services could use improvement is anticipating consumer’s needs on both websites and in mobile apps: Only half of respondents said they were satisfied with how much travel apps and websites anticipated their needs. Media and EntertainmentIn the past two years, younger consumers were more likely to note improvements in their overall media and entertainment (M&E) experiences on websites, mobile sites, mobile apps, and smart speakers. Mobile apps have seen the largest improvement among the 18- to 34-year-old cohort. The top most delightful entertainment experiences were all location-based. Visiting a museum and using a mobile augmented reality app to get more information on an artifact was ranked No. 1. Ranked No. 2 was being able to order food at a stadium from a mobile phone and having the order delivered directly to the user’s seat. The third most delightful experience was using a wearable device at a theme park to gain access to shows, attractions, and more. The most negative experience: paying to rent a movie online, and then not being able to watch it because of an unexpectedly slow internet connection. How People React to Poor Customer ExperienceThe study shows that nine in 10 people ages 18 to 34 said they will take an action after having a bad online customer experience, such as telling friends, stopping purchases from the company, and posting reviews on a review site or social media. People over the age of 35 were only slightly less likely to take action (eight in 10) but are more likely to complain directly to the company after a bad experience. Among those who posted on social media about their experience, two in three heard back from the company. “Being responsive to customers is fundamental to meeting their customer experience expectations,” Schreiner said. “Responsiveness could easily remedy a person’s frustration, whereas the feeling that you are not being heard could add to that annoyance.” This post originally appeared on CMO.com March 26, 2019. The post Millennials Have Higher Expectations for CX than Older Generations appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. from https://blog.marketo.com/2019/03/millennials-have-higher-expectations-for-cx-than-older-generations.html Steve Lucas, SVP of Marketo, an Adobe company, on Thursday challenged the thousands of attendees at Adobe Summit—The Digital Experience Conference to make every experience count. “Experience,” he said, “is the line between epic and epic failure.” With that, Adobe CEO Shantanu Narayen came on stage to discuss with Lucas Adobe’s 2018 acquisition of Marketo. Narayen provided some insight for other companies that may be considering their own M&As. To ensure a perfect union, an alignment in business mission, people, and culture is required, he said. Narayen also talked about the experience mandate, which is spreading to organizations across B2C and B2B. His advice: “Digital is either a headwind or tailwind, and it is up to you to decide. The tailwind [mentality] lets you service your customers better.” Lucas asked the audience of marketers to think about the experiences that engage them every day, as well as how much they’ve changed in just the past 10 years. Uber, without the great experience that is associated with it, is simply getting into a stranger’s car, he said. And Airbnb, without experience, is sleeping in a stranger’s home. “It’s clear that experience is the true differentiator,” Lucas said. “It comes down to this: Experience makes or breaks a business. Case in point: Coachella vs. Fyre Festival. Coachella, time and time again, delivers amazing experiences to festival attendees. Fyre Festival, in contrast, is a pile of hot garbage.” Helping B2B Meet the Experience Mandate
For B2B marketers, making experience their business means thinking beyond CRM. “The future of how we engage companies is not based on what people say, but what they do,” Lucas said. B2B marketers need different data. “We care about people and campaigns—who [customers] are, what they read, how often they visit,” Lucas said. “We want to know which campaigns are moving them through the journey.” The solution? Account-based experience, an entirely new way to identify, engage with, and deliver new experiences to account-based buying teams. That’s why Lucas said he is excited about this week’s announcement about a strategic partnership involving Adobe, Microsoft, and LinkedIn, which will help marketers gain a deeper, real-time understanding of targeted accounts and audiences more effectively through rich account profiles. For his part, Lucas announced an industry-first partnership with conversational marketing platform Drift to power customer experiences with “conversational account-based marketing” (ABM) via live chat, one of the fastest-growing channels for B2B marketers. The partnership will allow marketers to personalize every website visit from a target account with a personalized conversation in real-time, as well as track all ABM conversations and attribute them back to revenue. Jessica Kao, director of client services at consultancy Digital Pi, came on stage to discuss the challenges and opportunities that B2B marketers face with ABM. “There are three main challenges that I see over and over,” Kao said. “First is the data challenges. We all want to jump right to creating that target list of accounts. But let’s face it: We all have bad data, and a lot of it is incomplete. Second, there’s not enough holistic coordination across all the various touch points.” The third challenge, she said, is organizational alignment. Interactions with sales are separate from what’s going on in marketing. “It’s like the right hand isn’t talking to the left hand,” she said. In addition, most marketing teams don’t know what sales teams are saying or sending to target accounts, she said. When ABM goes wrong, Kao said, customer experiences can suffer. 3 Ways Nvidia Is Moving the Needle
Alix Hart, global head of digital marketing at Nvidia, an AI computing platform for leading researchers, developers, and data scientists, talked about her B2B company’s digital transformation and how important ABM has been to that transformation. To successfully engage these individuals and the corporations they work for, Nvidia saw it needed to approach them with purpose and inspire them to better understand how its technology and systems could be used to accelerate their work and help train their teams. “In a word, we have to be intelligent, listening and responding with just the right content that is relevant to their industry and the work they do,” Hart said. Hart shared three ways Nvidia moved its needle. First, it built a platform to bring its customer data together, both digital and in-product data. Second, the company overhauled every experience—from websites to email templates to nurture journeys. “We improved lead score models and pulled in predictive scoring tools, building some in-house with our data science team,” she said. “We built programs for the middle of the journey, where we most want to engage, share industry innovation, invite them to seminars and training, and celebrate their work.” Third, Nvidia’s marketing organization partners very closely with its sales team to vet new models and get feedback on what’s working. Case in point: Nvidia’s social monitoring was inaccurately predicting sentiment much of the time. For example, posts about early tumor detection were classified as negative. Nvidia marketers worked with the AI research team, who created a new algorithm and improved accuracy to over 80%. The company also created a customer segment scorecard to better understand engagement upstream in the journey so it can optimize its content faster, Hart said. “Our goal is to intelligently connect and engage across a wide set of customers, from avid gamers to AI researchers, to create new customer relationships and build on existing ones—intelligently,” Hart said. “Bringing our data together for a unified view of the customer, and focusing on intelligent experiences and insights [was key].” This post originally appeared on CMO.com March 28, 2019. The post The New Way Forward In B2B: Account-Based Experience appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. from https://blog.marketo.com/2019/03/the-new-way-forward-in-b2b-account-based-experience.html This guest post is brought to you by Kim Jones, PPC Team Lead at Seer Interactive.Coming to Hero Conf 2019? So is our EVP of Digital, Larry Waddell, and he’ll bringing you a way to do smarter Search Query Analyses during his 10-minute lunchtime talk on April 23rd. After his chat, we’ll have a handful of Seer data strategists on site to help you DIY. But in order to participate, you have 10 minutes of homework to do:
Then come to Larry’s presentation, grab a data strategist afterward, and get ready to soak in all the hidden insights you’ll discover together! So with a 30-minute time investment total, you’ll be able to uncover scalable saving and expansion opportunities. Too excited to wait?We have some more detailed info below for how this methodology works and how it’s changing our industry: In the last 5 years, we’ve seen data grow exponentially. With the evolution and growth of paid search, we’ve been able to collect much more data on our ad campaigns and tests. For one of our clients, the number of unique search queries that we analyzed each month grew 140% between 2011 and 2018 (from roughly 24K to 58K unique search queries). That’s a ton of data to analyze manually on a recurring basis! Ick! In order to analyze this data at scale without losing valuable insights typically identified through manual, traditional filtering methods — we’ve combined the following into our favorite big data tool, Power BI: Signaled intent behind SERP Features (i.e. the rich results that Google injects into result pages) + NGrams (i.e. a method of grouping words for analysis) We’re going to walk through what these SERP features are, what the intent of the user, how you can analyze the data of that SERP feature, and what action you should look for so you’re prepped to start sifting through the growing mountain of search term data. We’ll also cover what NGrams are and how they can be leveraged for these types of analyses. Scroll Down the SERP for Smarter Ways to Find OpportunityEnter, SERP features. There is a ton of information on search pages that can tell us why terms aren’t converting, or help us piece together what Google believes the intent behind queries is based on which SERP features they show. Understanding what users see and interact with further than our ads allows us to meet users where they are. There are many types of SERP features, and Google is constantly testing new ones. A few of the features we can use to do smarter Search Query Analyses using User Intent include: Featured SnippetsUser Intent Signal: Seeking information
Analysis Item: Filter to find keywords that trigger this, filter for NGrams with low conversion rates Action Item: Find queries not converting due to informational intent People Also Ask (“PAA”) and Related QuestionsUser Intent Signal: Seeking more detailed information, lower funnel or tangentially related Analysis Item: Filter to find keywords that trigger this, filter for NGrams with low CTR, separately filter to look at low CVR. Action Item: Analyze the funnel stage of queries to consider negating, or targeting with RLSA. Image PacksUser Intent Signal: Seeking inspiration or exploration Analysis Item: Filter to find keywords that trigger this, filter for NGrams with low CTR and low CVR. Action Item: Bid on shoppable ads on Google Images with lower bids or lower ROAS goals, knowing that these users are potentially still in the exploration stage. Also consider creating audiences for folks that come in from queries that trigger images, and retarget them in the time frame in which you believe they will have moved down the funnel. Video CarouselUser Intent Signal: Seeking longer-form information, in video format Analysis Item: Filter to find keywords that trigger this, look at NGram themes Action Item: Run pre-roll ads on the YouTube channels winning the organic video carousel placements. Map PacksUser Intent Signal: Seeking a local solution Analysis Item: Filter to find keywords that trigger this, look at intent (in person/online) in NGram themes Action Item: Ensure you have location extensions enabled and Google Ads is linked to GBM. Consider testing bid strategy on the Local Pack. PLAs/Shopping AdsUser Intent Signal: Purchase or comparison intent Analysis Item: Filter to find keywords that trigger this Action Item: Consider testing budget split between text and PLAs, analyze messaging to ensure they support each other. Making Friends to Save BenjaminsThe true value comes when we create a holistic understanding of what users experience when they search by combining paid data and SERP data together. When we understand a user’s experience as they scroll down the SERP and how it influences our ad performance, we can find cost savings at scale or new opportunities to advertise on other channels. “That sounds great, but you basically just asked me to add even MORE things to look at.” Yes, but we now also have 7 more ways to filter the data in a smarter way, that helps us focus on a specific goal (saving or expanding). That said, one methodology we employ frequently to find themes to execute at scale once we’ve done our smart-filtering is NGrams. NGrams break search terms into word groupings and count their frequency. For example, a unigram is 1 word, a bi-gram is 2 words that are always next to each other, a tri-gram is a three-word phrase. It helps us identify trends in words that are used together, which order they’re used in, which other words they’re used with and how the word choice impacts performance. These help us identify themes in search terms, and when we look at Ngrams under the lens of cost and conversions, we can easily see a layer deeper than ad group level thematic trends. When you combine the themes you see in your Ngrams, and the implied intent understanding from SERP features, you get an efficient, powerful Search Query Analysis. You can follow the full step-by-step instructions on your own, or you can find us at HeroConf on April 23rd for a hands-on, in-person walkthrough of how to find these saving and expansion opportunities. Want more info on how to use Power BI and big data to fuel your digital marketing? Here’s a few resources:
from https://www.ppchero.com/scroll-scale-save-using-seo-data-for-smarter-search-query-analysis/ Audience overlap is a very real problem that occurs when advertising on Facebook. It can hinder your ability to reach the people you want to reach and drive up your costs. Both of which are no fun and will end up making it challenging to achieve the best results possible. Have no fear though, for in this article we will examine what audience overlap is, how to know if it is even happening in your account, and how to fix it. What is audience overlap?Well to put this simply, audience overlap occurs when people in one of your audiences also exists in a completely different audience. To put this in an example think about having an audience of lookalikes at 1% and 2%. The people in your 1% lookalike could very well, and most likely do, exist in your 2% audience as well. Or if you have an audience of website visitors and an audience of add to carts, you know full well that people in your add to cart audience also exist in your audience of website visitors. Ok great, so people exist in two different audiences….so what? How audience overlap can be harmful.The negative side to audience overlap is paying for the same users twice and ad fatigue. If you are advertising with that 1% lookalike and that 2% lookalike on two separate ad sets, then people in your 1% lookalike may be seeing your messaging twice. This is an issue if you are trying to reach the most amount of people possible given your current budget. Overlap can also lead to ad fatigue. If the same users keep seeing your ad over and over again they can become “blind” to it or in other terms, unresponsive to it. At its worst, ad fatigue may annoy users so much they end up hiding your ad or leaving negative comments. Combine paying for users twice and ad fatigue, and we get ourselves in a situation where we are achieving less results (reach, conversions, etc) than optimal and we may end up unable to spend our entire budgets. How to know if you have audience overlap.Facebook has this wonderful and easy to use tool within the Audiences section of business manager. Open up your menu, go to Assets, and then navigate to Audiences. Next, you’ll need to select all the audiences you are using at the ad set level, go to the drop-down menu under Actions, and select Show Audience Overlap. From there you’ll see a pop-up window listing all the audiences you have selected and some other metrics. So what does this tell us? This view is comparing the top audience with the bottom audiences. Each audience shows the number of people that exist in both audiences. It will also show the % overlap each audience has with the one at the top. So this image tells us that 48% of my Add To Cart Lookalike overlaps with my 2018 Customer List Lookalike. Don’t just focus your attention on custom audiences either! You can use saved audiences based on demographics and interests here as well. So people interested in Renovation have a 17% overlap with my top audience as well. So now that we know I have overlap in my audiences, how do I prevent it from impacting my ad sets? Preventing Audience OverlapIn order to prevent audience overlap, we must focus our attention on how we have our ad sets set up. What audiences we are targeting and what audiences we are excluding. Going back to the previous audience example, if I wanted to advertise to both by 2018 Customer List Lookalike and my Add To Cart Lookalike at the same time I need to make sure I am excluding them from each other like shown in the screenshot below. This will prevent me from paying for users twice and help prevent ad fatigue as well.
ConclusionAudience overlap can occur for every advertiser if they aren’t careful with how they are setting up audiences and ad sets. Like stated above this can lead to negative results for campaigns. However, it is really simple to spot overlap and fix using the steps mentioned. Proper set up leads to happy advertising! from https://www.ppchero.com/facebook-audience-overlap-what-is-it-and-how-to-avoid-it/
The agency life ain’t easy. There’s constant competition to acquire new clients and new agencies are poppin’ up every day. You know your agency delivers and that your team is stacked with experts. You know your clients will be happy they chose you because you’ve got a great track record. But, you also know every agency out there is saying the exact. same. thing. It helps to have something extra in your proverbial utility belt--something to offer outside your stellar services that sets your agency apart. Something like The Unbounce Partner Program, which gives you several of those somethings. In fact, you may need a bigger belt. And a bigger wallet.
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A referral program designed for agencies and marketers, the just-launched Unbounce Partner Program gives you 20% of the monthly recurring revenue (or 25% of the total annual revenue) for every client you help discover Unbounce. It was inspired by those who’ve been referring Unbounce unofficially for years—and who we wanted to give thanks to on top of the returns that were naturally occurring. Agencies teaming up with Unbounce, in particular, have seen advantages over their competitors in two ways. First, by creating landing pages for their clients that get higher conversion rates time and time again. Customized landing pages are a proven way to improve the performance of paid advertising, email, and lead generation campaigns. The results speak for themselves, clients listen, and more often than not, the agency that provided all that R for their I becomes the go-to choice for future services.
And second, agencies add to the power of their own expertise by combining it with ours. We’ve been toiling away in the marketing industry for ten human years, 70 dog years, or approximately 378 marketing years (we all know how fast that shizz moves) and have become the top choice for conversion platforms by doing our homework and testing for what works. We back you with the tools to pull off the results your clients will get excited about, as well as tons of learning resources to stay ahead of the game. Whether it’s demystifying GDPR, choosing Accelerated Mobile Pages, explaining the wild world of Google’s rules, or figuring out makes a page as optimized as possible, we’ve got you covered. Becoming an Unbounce Partner is a way to underline these benefits, weave in a couple more, and add to your cash flow on top of it all. Without further ado, here are some of the ways you can use the Unbounce Partner Program to grow your agency and make your clients really, really happy. Offer Landing Page Services with Inarguable ROIIt’s no small potatoes to put your word behind a product—putting yours behind Unbounce means making a promise to your clients that it’ll help their business. At over 500 million conversions clocked in by our customers, you can rest assured that promise will be kept.
And, it’s easy to start offering these services. Any member of your team can create slick, on-brand landing pages, popups, and sticky bars using drag-and-drop functionality and a huge variety of templates that can be customized to your (client’s) heart’s content. Under the hood, you’ve got Unbounce Speed Boost for fast-loading pages on desktop and mobile, super-granular audience targeting, dynamic text replacement, and more features that create a better and higher-converting visitor experience. In other words, we make sure your word delivers. Easy Campaign Management (for all) and Ongoing Profit (for You)Multiple client sub-accounts have always made for easy campaign organization and collaboration. Before the Partner Program was born, agencies using Unbounce would typically add clients into their own account. As an Unbounce Partner, a simple switcheroo—giving your clients their own accounts and having your team members added as users in theirs--allows for the same campaign management and collaborative freedom while bringing in that sweet, sweet referral cash to boot.
If you and your client end up going separate ways, a silver lining remains in the form of lifetime Partner Program earnings. As long as they remain an Unbounce customer, you keep getting paid. Discounts Your Clients Will LoveWho doesn’t love getting something awesome for less money? Joining the Partner Program gives you access to exclusive discounts you can pay forward to your clients. Discounts they literally can’t get anywhere else (and by literally, we mean literally). Every client you refer to Unbounce gets 20% off their first three paid months on top of the 30-day free trial. Or, 25% in total off of an annual plan if that’s more their speed. Between your agency’s super team growing their business and serious savings on Unbounce’s conversion power, you’ll be primed for a good ol’ fashioned money fight. We all know that’s what you really do in those pitch meetings.
Brand Alignment and Promo PowerWhen two rights come together, they can make a damn right. You’ve got a killer team who knows their stuff and a portfolio to prove it. And as mentioned above, Unbounce has a decade of experience in conversion marketing and pudding full of proof that our product works. An official partnership is an instant way to bolster the reputation you’ve worked hard to earn, and strengthen the relationships with your clients over time as you continue to give them results worth celebrating. As a Partner, you’ll also get co-branded sales enablement materials and templates that will highlight your agency as you promote your partnership to bring in that extra revenue. It’s a partnership, after all—we’re determined to get you as much out of it as we can. So, want to partner up? Learn more about the program for agencies here or email [email protected] with any questions you have, be they burning or lukewarm. from https://unbounce.com/marketing-agencies/more-for-your-clients-more-for-you-the-best-way-to-give-your-agency-an-edge-this-year/ Jungle Scout is launching a new tool: the Jungle Scout Supplier Database. The Jungle Scout Supplier Database lets you find verified suppliers, match products to factories, and locate niche suppliers fast. The Jungle Scout Supplier Database is automatically part of the Jungle Scout Web App and costs no additional monthly fee to use. After testing the Jungle Scout Supplier Database in Las Vegas, sellers (especially multi-million dollar Amazon sellers) were blown away by the information the new tool provides. Learn more about the Jungle Scout Supplier Database. Hey, Jungle Scouters! This is a huge, massive, awesome, amazing, fantastic, unbelievable announcement that I get to bring all of you today. The already powerful Jungle Scout Web App is getting an incredible new tool, unlike anything you’ve ever seen: the Jungle Scout Supplier Database. To call this thing a game-changer would be an understatement. What is the Supplier Database? Ever wish that you had another option for checking out suppliers for your Amazon products? One that was so transparent that you could find out the following information instantly: A supplier that can manufacture/source your products fast and efficiently. How much actual business the supplier has done with American companies. Who the ... Read More The post Introducing the Supplier Database – Jungle Scout’s Newest Feature appeared first on Jungle Scout: Amazon Product Research Made Easy. from https://www.junglescout.com/blog/junglescout-supplier-database/ In part one of this series, I compared marketing attribution to the Big Bad Wolf, a once-intimidating presence that kept marketers from successfully connecting their marketing to revenue. While the act is no longer such a scary monster, the intricacies of attribution models remains a beast. Fortunately, it’s one you can easily tame with a little bit of information. So, let’s dive into the two chief types of marketing attribution models and cover the many merits of each. Single-touch attribution modelsThese models offer marketers the simple solution of applying all credit to a single touch point in the customer journey. There are three widely used single-touch attribution models:
Without a doubt, single-touch models are the easiest to implement and understand. But they have obvious drawbacks—namely, they attribute all the credit to one activity, prohibiting marketers from connecting revenue to multichannel strategies. While these may work in B2C scenarios, where customer journeys tend to be shorter and more straightforward, they are insufficient for B2B revenue attribution. For example, a first-click model will never help you understand the impact of a retargeting campaign because, by definition, it won’t be the first click. Similarly, a last-click model will never help you understand the impact of a top-of-the-funnel acquisition campaign. Multi-touch attribution modelsUnlike single-touch models, multi-touch attribution gives marketers the chance to allocate different revenue credit to different activities. There are five particularly popular multi-touch models:
Multi-touch attribution models are particularly useful in B2B marketing environments, where customer journeys are regularly drawn-out and nonlinear. Because these models align with crucial funnel stages, marketers can use them to gain an improved understanding of customer journeys and accelerate purchases. Additionally, for B2B marketers with particularly complex, long, or irregular customer journeys, it may be worthwhile to consider a custom attribution model—or one powered by machine learning. While pre-configured multi-touch models, like the ones previously discussed, align closely with the stages of a typical B2B journey, it’s important to use an attribution model that matches your business. Select the right marketing attribution model for youWhile marketing attribution is typically discussed in the context of attributing revenue, marketers also use attribution to understand what activities are driving other outcomes, such as pipeline and leads. Picking a marketing attribution model that fits your needs ultimately depends on what you’re trying to measure. If your goal is to see how effectively marketing attributes leads, you need a model that measures the first touch and lead creation: a U-shaped model. On the other hand, if you want to understand how your marketing is impacting revenue generation, using a full-path attribution model for a more comprehensive approach is the way to go. Whatever you choose, marketing attribution is the key to understanding how you’re reaching your anticipated outcomes. And it’ll put you on a path to influencing desired behaviors and driving more conversions. The post How the Whole Business Wins with Successful Marketing Attribution [Part 2] appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. from https://blog.marketo.com/2019/03/how-the-whole-business-wins-with-successful-marketing-attribution-part-2.html |