Connect with us

MARKETING

The Definitive Search Campaign QA Checklist

Published

on

If there’s a box that can be checked, I’m in! I have a checklist for just about everything, including a checklist for my checklists. There’s something very satisfying about ticking off all of the boxes and knowing you’ve covered all your bases. If you can’t already tell, we here at Hanapin love a good checklist. We also love a well-built search campaign. So here to give you the warm, gooey feeling of a completed checklist and make sure your search campaigns are up to snuff is the definitive search campaign QA checklist:

Campaign Setup

Ad Rotation

Are you testing ad copy? Maybe ad rotation should be set to rotate indefinitely. Want the best ad to show every time? Set your rotation to optimize. 

Network

Be sure to disable display for search campaigns. If you feel it’s appropriate for your account, enable search partners, even if it’s just to see how it performs. 

Budget

Are your budgets appropriate for your campaign? Make sure your budget is allocated efficiently and makes sense in comparison to your other campaigns. If you have monthly spend goals, do your campaign budgets align with that goal? In general, we like to play by the 70/20/10 rule. 70% of your budget should go toward strategies you know will work, 20% to strategies you’re pretty sure will work, and 10% to trying something completely new. 

Bidding

What’s your bidding strategy? Are you bidding manually or are you using an automated bidding strategy? If you’re using an automated bidding strategy, ensure it aligns with your campaign goals. Use this guide if you’re not sure how to decide.

Conversion Settings and Tracking

Choose the conversion actions that align best with your campaign’s goals. You can set conversions at either the account level or the campaign level. To ensure that your conversions are set up and your Google tag is firing correctly, navigate to the page where your Google tag should be attached, open and enable your Google tag assistant, and refresh the page. If you need more help setting up and trouble-shooting conversion tracking, check out our whitepaper.

Advertisement

Automated Rules

Set up automated rules to avoid overspending or to pause promotional ads. 

Ad Schedule

Does your ad schedule make sense for your account? If you’re limited by budget, you might want to confine ads only to times when you know users are more likely to convert. 

Language

Are you speaking the same language as your customers? If you provide products or services to people across different countries or multiple languages, create separate campaigns for each language. 

Location

If you’re not selling it there, don’t advertise there. Make sure your location settings align with your campaign strategy.

Audiences

What kind of users should be seeing your ads? You can choose to target and bid on specific audiences or simply set audiences to observation to see how they perform before setting bid modifiers. Audiences can be set at either the campaign or ad group level, so double-check that they’re set up in a way that aligns with your goals for the campaign. Don’t forget to set “all visitors” as an observation audience in case you want to set up remarketing later.

Demographics & Device

If you feel confident you know what kind of users and devices are most valuable to you, make sure you have bid modifiers in place. If you’re not quite sure, leave out the modifiers for now and come back later to see how things are performing.

Advertisement

Structure

Naming Conventions

Does a campaign, by any other naming convention, smell as sweet? Make sure your naming conventions align with the rest of your account, and if you don’t have a consistent naming convention across your account, for shame! Learn why they’re so important here and then implement them!

Ad Groups 

Does your ad group structure make sense in this campaign? If appropriate, have you broken them out by match type? 

Keywords

Are the keywords within each ad group tightly themed and relevant? Ensure the match types of the keywords fits with your ad group and that any modified broad keywords have the necessary “+”. 

Negative Keywords

Make sure you add any relevant negative keyword lists to the campaign. If you think there might be cross-pollination between campaigns, add the appropriate negatives to ensure you’re funneling users to the correct place. Don’t forget about embedded negatives if ad groups are segmented by match type. 

Ads & Creative

Ad Copy

Spellcheck, spellcheck, spellcheck! It’s so easy to push that little button but oh so common to see typos in ad copy. And don’t forget about good grammar. Make your former English teachers proud. 

Ad Variation

We recommend at least 2-3 ETAs and 1 RSA in each ad group. Take this opportunity to test different ad variations and see which performs better.

Advertisement

Ad URLs & Tracking

Verify that your URLs are working properly, direct users to the correct landing page, and have relevant tracking codes attached. Ensure the correct UTM or 3rd-party parameters are attached if you’re not using auto-tagging.

Verify Approval

Add a calendar reminder to come back and ensure your ads have been approved. If you’ve added labels to your ads, you can create automated rules to enable or pause ads on a desired date. (Labels also help you to pull quick reports). 

Ad Extensions

Sitelink Extensions

Sitelink extensions allow you to take up more space on the SERP and highlight different sections of your website. Google requires a minimum of 2 sitelink extensions but can show up to a maximum of 8.

Structured Snippets

Structured snippets allow you to highlight specific products, brands, and services. We recommend adding multiple sets of structured snippets to allow you to highlight more aspects of your business and increase the likelihood that the relevant snippet appears alongside your ad.

Callout Extensions

Callout extensions promote specific benefits for shoppers, like 24/7 customer service or free shipping & returns. We recommend 4 per ad group and ensuring they’re not repeating the same information contained in your ads and other extensions.

Call Extensions

Call extensions allow users to easily contact your business. If call extensions are relevant for your account, keep in mind that vanity numbers, premium numbers, and fax numbers won’t be approved for call extensions. Don’t forget to set call extensions to show only when your business can take calls.

Advertisement

Location Extensions

Location extensions can help you drive foot traffic to your business. These extensions can include the distance to the user’s location, the business’s street address, a clickable call button, and access to a details page for information like business hours. Keep in mind that location extensions can shoe on Google Maps, Google Display Network, or Youtube Ads.

Price Extensions

Price extensions are a great way to highlight the prices of your products and services. Price extensions can be updated without resetting their performance statistics, but you will need to ensure you keep them up to date.

Promotion Extensions

Promotion extensions are great for highlighting special offers. Be sure to double-check that you’ve correctly set the start and end dates for both the display and extension scheduling sections.

PPChero.com

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Trends in Content Localization – Moz

Published

on

Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

How AI Is Redefining Startup GTM Strategy

Published

on

How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

More promotions and more layoffs

Published

on

More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

Advertisement

Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

PX3zocqNZfzMbWNEZhW9dZnAgkdPrLW8fjkrbVrcEkrNJpJiXrVKkjlQ0Tzuj8YKh Ht9HTEvmxDDt0ZsntfYiZHS0NJ7zEZ 6yMT3OjZajbaXBFV1D2Pk5euJeHKdRuzOzM5ZUxwNtsVNaiIbNrd Q

Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

FIHUBtZJfK3IzbyZl C6WXBPTE64Gzg1URDzQUXCrD8YkAPZS7mmjpmAAiuhhheJUE4dGVcn6e9XW87ogLVz0Ya4rqHwB8WfXTHS W0hRW7yEdr2bQNjlTwnXvNhMv9NZ092pq1ws7lu DYqLV8i6fcFIHUBtZJfK3IzbyZl C6WXBPTE64Gzg1URDzQUXCrD8YkAPZS7mmjpmAAiuhhheJUE4dGVcn6e9XW87ogLVz0Ya4rqHwB8WfXTHS W0hRW7yEdr2bQNjlTwnXvNhMv9NZ092pq1ws7lu DYqLV8i6fc

Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

Advertisement

Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS