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6 Proven Strategies to Reach Your Audience

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6 Proven Strategies to Reach Your Audience

Looking to launch TikTok ads that generate high-value conversions and crush your marketing objectives?

It all starts with effective audience targeting.

If your ads are reaching irrelevant or uninterested TikTok users, it doesn’t matter how engaging your creative assets are–they’ll struggle to deliver results.

However, if you can leverage advanced data-fuelled tactics to refine your targeting, the sky’s the limit for your TikTok marketing campaigns.

In this guide, we’ll explore six expert techniques that will help you to identify, reach, and convert profitable audiences with your TikTok advertising.

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The importance of effective TikTok audience targeting

Before we deep dive into TikTok targeting strategies, let’s take a step back and examine why it’s so important to reach the right TikTok audiences.

Here’s what it all comes down to: Perfecting your audience targeting is crucial for efficiency.

Every wasted ad impression on TikTok is a missed opportunity for a new click or conversion, which is why accurate targeting is so important.

@babybrezza You say lazy, we say easy 🙌🏻 bottles with the push of a button! #babybrezza #babyboy #babylove #babyproducts #luxury #babytiktok ♬ you got me there – 𝐼 𝐹 𝒜 🤍

This ad doesn’t have the same impact if it’s not reaching new parents.

Effective audience targeting will also enable you to reduce acquisition costs and generate new sales, which will help to enhance your ROI. If you’re reaching (and converting) hot prospects at scale, you’ll be maximizing the impact of your marketing budget.

The success of every aspect of your TikTok advertising campaigns, from your creative direction to your bidding strategy, hinges on audience targeting. When you’re able to put your TikTok ads in front of the right customers, the results will speak for themselves.

6 proven techniques for ultra-effective TikTok ads targeting

Use these data-backed tactics for your TikTok ad targeting.

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1. Leverage your existing customer data

Before you start planning your next TikTok campaign, think carefully about the data you currently have on your audience.

If you’re running an ecommerce business, you may already be sitting on a goldmine of audience insights and data signals.

For example, you might be able to delve into your internal data to understand the demographic profiles of your existing customers. If you can identify the age, gender, and locations of your most valuable shoppers, then you already have plenty of fuel to power your TikTok ads targeting.

Buyer personas can also help inform your TikTok ads targeting.

You may even spot patterns around products that are appealing to specific types of shoppers, which can also help to shape your creative messaging.

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Now, this isn’t to say that your future customers will necessarily be identical to your current audience.

You might discover entirely new audience segments on TikTok that are generating huge amounts of revenue, which is the beauty of social media marketing. Plus, experimenting with different targeting tactics is a surefire way to improve results over time.

However, if you can hit the ground running by utilizing your existing customer data to inform your TikTok audiences, you’ll be in a good position to drive strong performance.

2. Utilize interest and behavior targeting

TikTok attracts over 830 million monthly active users, which is a jaw-dropping statistic.

On the one hand, this is great news for marketers. You can reach a colossal audience of potential customers, and there’s plenty of opportunity for you to scale up your campaigns.

However, this also means that you need to tighten up your TikTok ads targeting as much as possible to avoid high volumes of wasted impressions.

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Leveraging interest and behavior targeting is a great way to ensure that you’re reaching relevant and receptive TikTok audiences.

Interest targeting allows advertisers to target users based on their long-term interests and passions. You can target audiences based on broad interest categories (e.g. gaming, food, finance) but the TikTok algorithm will also suggest associated interests to broaden reach.

With behavior targeting, you can reach users based on recent actions, such as commenting on a specific profile or sharing a particular type of video content.

tiktok ads targeting - interesting and behavior targeting in tiktok

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Combining these two strategies will enable you to target relevant (and valuable) audiences.

For instance, if you’re a brand selling gym attire, then you could target interest categories such as ‘Apparel & Accessories’ and ‘Sports & Outdoors’ to find users that are likely to be interested in your products. You might also target users that have liked videos from well-known gym brands, as there’s a good chance that they’ll be open to your messaging.

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Although these are relatively broad targeting tactics, the TikTok algorithm will be able to identify the best-performing segments within these groups, meaning you can effectively optimize your ads over time to maximize conversions.

Think about it this way–interest and behavior targeting allow you to cast a wide net and reach users that are more likely to be interested in your brand.

Once you’ve gathered some performance data based on these larger audiences, you can refine your targeting, allow the TikTok algorithm to work its magic, and increase your ROI.

3. Harness the power of Custom Audiences

Custom Audiences are one of the most powerful tools available to advertisers on TikTok.

In basic terms, Custom Audiences allow you to target users that have already interacted with your brand in some way. These audiences are aware of your business, so you can focus on more action-led messaging to drive performance.

That means you can instantly engage hot prospects that are infinitely more likely to purchase your products, which is a game-changer for cost efficiency.

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There are several different types of Custom Audiences available on TikTok, and selecting the right strategy is key to success. Marketers can choose to build the following segments:

  • Customer File: Upload your customer data to match and target TikTok accounts.
  • Engagement: Retarget users that have previously engaged with your video ads.
  • App Activity: Retarget users that have completed a specific action within your app.
  • Lead Generation: Retarget users that have engaged with your Lead Generation ads on TikTok.
  • Website Traffic: Retarget users that have visited (or taken a specific action on) your website.

tiktok ads targeting - custom audiences for website traffic custom audience in tiktok ads

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All of these retargeting strategies can be extremely effective at generating clicks and conversions since you’re reaching users that have already engaged with your business.

When it comes to targeting high-value prospects on TikTok, it doesn’t get much better than Custom Audiences.

You can also utilize different Custom Audiences depending on your main objective, but always make sure that you’re taking full advantage of these data-driven targeting segments.

4. Capitalize on Lookalike segments

Custom Audiences can deliver outstanding results for TikTok advertisers–but what if we told you that you could make them even more effective?

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Lookalike Audiences allow you to effectively extend the reach of your Custom Audiences by identifying and targeting similar users.

The TikTok algorithm will analyze a few common attributes across your Custom Audiences (e.g. operating device, demographics, interests) and locate user groups with the same profiles.

If you’ve already discovered profitable TikTok audiences, why not make the most of them?

By building Lookalike segments, you can rapidly increase reach while still maintaining a clear focus on quality.

tiktok ads targeting - lookalike audiences

This is a fantastic way to leverage data about your high-value prospects and expand the scale of your TikTok campaigns.

You can use TikTok Lookalike Audiences in a few different ways to drive performance:

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  • At the beginning of a new campaign, launching Lookalikes helps the TikTok algorithm collect audience insights and optimize ads faster.
  • If you feel like you’re peaking in terms of conversion volumes, you can utilize Lookalike Audiences to expand reach and generate incremental sales.
  • Finally, if campaign performance is beginning to slow down, you can use Lookalikes to stretch out ad delivery and deliver additional impressions.

A combination of data-driven Custom Audiences and tactical Lookalike Audiences is guaranteed to identify cost-effective prospects on TikTok.

5. Analyze performance data and then optimize

Implementing the above targeting strategies will help you to reach and convert valuable TikTok audiences–but if you want to maximize performance, you’ll need to stay close to your reporting data.

By constantly analyzing your campaign data and implementing optimizations, you’ll be able to focus on your most profitable audiences and significantly improve ROI.

Keep an eye on the delivery of different audience segments to understand your best-performing tactics. Trust what the data is telling you and be decisive with your optimizations.

example of tiktok ads reporting in tiktok ads manager

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Don’t hesitate to adjust your TikTok ad budgets. Bolster profitable audiences with incremental spend and pause underperforming segments.

Your ideal TikTok audiences are out there–you just need to work diligently and optimize your campaigns until you find them.

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To further enhance your TikTok targeting, you should also put TikTok pixel data to good use whenever possible. The pixel will provide you with incredibly useful insights about audience performance, helping you to establish the users that are completing purchases, generating revenue, and driving the best ROI.

Try to avoid making assumptions about your preferred audiences based on clicks alone.

If you dig deeper into your pixel data and calculate the return on ad spend (ROAS) you’re seeing from different targeting segments, you’ll discover the best-performing audiences in no time.

6. Use A/B testing to fuel superior targeting

One of the fastest ways to enhance your TikTok audience targeting is to utilize A/B testing.

The Split Testing tool (available in the TikTok Ads Manager) allows marketers to quickly set up A/B tests and monitor the results in real time.

tiktok ads targeting - split testing tool in tiktok

By A/B testing different audience segments, you can rapidly compare performance and establish your best-performing strategies. The TikTok platform will ensure that your test audiences run with sufficient (and fair) budgets, and a ‘winning’ ad group will only be confirmed if the results are statistically significant.

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If you’re keen to experiment with a new audience targeting strategy, A/B testing is a brilliant way to gather results quickly and efficiently.

However, there are a few best practices to keep in mind when you’re planning to launch A/B tests on TikTok.

  • Don’t launch too many tests at the same time, or you may find yourself drowning in data and struggling to make the right adjustments.
  • Stay diligent with campaign analysis. A/B tests are only effective if you track performance and optimize accordingly, so keep an eye on your reports.
  • Give the TikTok algorithm space to work. Be patient with your tests, and don’t interfere with your audiences until you’ve gathered reliable data.
  • Ensure that all of your test audiences have a healthy budget. You’ll only be able to gather targeting insights if you have enough campaign data to review!

If you can stick to a consistent TikTok A/B testing strategy, you’ll find it much easier to refine your audience targeting and scale up your conversions.

Start targeting the right TikTok audiences with your ads

TikTok can be a highly effective platform for social media marketers, as long as you’re equipped with a smart, reactive, and data-driven targeting strategy.

By following all of the best practices in this guide, you’ll be able to unlock the full potential of TikTok advertising and discover hugely profitable audiences.

Here are the best strategies for effective TikTok ads targeting:

  1. Leverage your existing customer data   
  2. Utilize interest and behavior targeting  
  3. Harness the power of Custom Audiences 
  4. Capitalize on Lookalike segments  
  5. Analyze performance data and then optimize   
  6. Use A/B testing to fuel superior targeting

Tick all of these boxes, and you’ll be driving conversions from high-value audiences before you know it.

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11 Actionable Ways to Build Client Relationships That Last

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11 Actionable Ways to Build Client Relationships That Last

Some agencies manage to build a steady client base that strengthens over the years, while others ride roller coasters and eventually close up shop. What’s the difference? Client relationships. Strong client relations make for greater success with projects and campaigns, loyal clients who stay with you longer and refer new clients, and a better reputation for your brand. Even better, they make everyday work more enjoyable for all.

So what makes for a strong client relationship? The same traits that define any good relationship: awareness, communication, empathy, dependability, accountability, honesty, and the list goes on.

In this post, I’ve compiled 11 ways your agency can demonstrate the above and more to achieve the best possible outcomes for you and your clients. I’d say happy endings, but good relationships don’t really end.

Table of contents

Why are client relationships important?

It’s easy to skim over the importance of creating a strong relationship with your clients—you know you have to do it. But when you dig into how it helps your agency grow, you can be more strategic about it.

Reduces churn

It can be 25 times more expensive to acquire a new customer than to keep an existing one. You also have a much higher probability of selling a new agreement to a current client than closing a deal with a new one.

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A strong client relationship helps you weather rough patches and identify clients who are at risk of leaving. Both will help you reduce customer churn.

Increases referrals

Customer referrals are an extremely important source of new clients for your agency. That’s because referred customers are more likely to buy, are more loyal, and spend more on average than non-referred customers.

When you have a strong relationship with your clients, you can ask them to give reviews and refer other businesses. That’s especially helpful if your agency serves a niche industry where everyone knows everyone else.

Provides opportunities to learn

Have you ever wanted to know how a new regulation would affect your clients? Or how to best sell a service like PPC? When you have a rock-solid relationship with your clients, you can ask them.

It takes time to build that sort of comfort, but when you do, your best clients become your agency’s de facto advisers.

📣 Learn how 300 marketing agencies manage services, pricing, and challenges in our State of the Digital Marketing Agency report.

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How do you build client relationships that last?

In the following list, you’ll find actionable ways to improve client satisfaction and build mutually beneficial partnerships, with input from PPC agency experts like Mark Irvine, Francine Rodriguez, Akvile DeFazio, and Susie Marino.

1. Gather “hard” and “soft” information

A strong agency-client relationship starts before the client even becomes one. You know that you need as much information as possible about your client to come up with a winning proposal. But the solution you come up with isn’t going to establish a meaningful connection between you and your potential client. It’s how you present that solution with respect to both the business’s goals and the personalities and values of the team you’ll be working with.

This means collecting “hard” information like:

  • Products and services they offer
  • Target audience and the end-users of their product or service
  • Top three competitors
  • Prioritized list of goals and challenges
  • Strategies that have worked and not worked in the past
  • Software are they currently using
  • Budget

But also “soft” information like:

  • What they define as success
  • Their future hopes or anticipations, like scaling, adding on new offerings, etc.
  • The company’s mission, beliefs, and values, and unique selling proposition
  • What makes them different from their competitors
  • Hobbies, interests, and preferences of the individuals you’ll be working with

strengthen client relationships emotional vs logical intelligence

Think with both sides of your brain when gathering information about your client.

Building emotional intelligence about the team you’ll be working with will help you to make communication more personalized as you move through these initial phases of your journey together.

Side note: Be prepared to answer their questions too! Even their non-PPC questions.

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2. Internalize that information

This is the information you’ll be not only including in your proposal, but applying throughout your actual execution and ongoing communication with your client. Take the time to really internalize it so that it shines through organically in everything you do.

  • Gather the information in person (or video): Body language and facial expressions tell a lot. Take note of what gets them excited (and not so excited). Also, be sure to send out a list of the questions you’ll be asking far in advance so the client can have time to think about answers and produce follow-up questions.
  • Iterate back: As you listen, iterate back to your client what you have interpreted so you can make sure you’re crystal clear on the information you’re receiving. Remember, incorporating the tiniest details into your proposal and execution is what will give your clients confidence that you truly understand their needs.
  • Templatize: Have an internal templated document where you can collect all of the information you’ve gathered in one place. This gives every team member something to continually refer back to, and the uniformity makes it easier to internalize.

3. Go above and beyond with your proposal

    From a project standpoint, your proposal shows what you’re going to do to achieve your client’s goals. From a relationship standpoint, it’s your opportunity to reinforce, once again, that you have a deep understanding of your client—both the business and its team members. Speak to both the client’s business goals as well as the more personal pain points and desires of its employees.

    To do this, think in terms of “what,” “why,” and “so that.”

    • The what refers to what you’ll be doing from a process standpoint.
    • The why ties the process to one of the business’s specific goals.
    • The “so that” speaks to the pain point it will address for the business’s team members.

    For example, we’d like to ramp up ad spending in the latter half of the month to drive more signups so that your sales team isn’t scrounging for leads. Just be sure to use the language that your clients used in the initial information-gathering process.

    This strengthens that partnership feel. You’re not just looking to achieve goals, you care about the individuals impacted by them.

    how to strengthen marketing agency client relationship with a winning proposalhow to strengthen marketing agency client relationship with a winning proposal

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    4. Have an onboarding process

    This is one of our customer retention strategies as well. Once you get started, there will be more points of contact added to the roster for both sides. A streamlined onboarding process will set the stage for the clear communication and seamless execution needed for a strong and long-lasting client relationship to form. During this process, you may want to:

    • Mail them a welcome kit: Send along some giveaways like branded swag, a greeting card, and additional goodies based on the more personal information you’ve collected.
    • Take care of housekeeping: Make sure each of you has the access needed for tools, accounts, and dashboards.
    • Have a kickoff meeting: This is to ensure everything is lined up for perfect execution. You’ve also become pretty familiar with one another at this point. This is a good time to have a more informal atmosphere.

    🛑 Free guide >>> The 6 Absolute Best Strategies to Grow Your Digital Marketing Agency

    5. Treat clients like partners

    Treating your client like a business will make your relationship purely transactional (i.e., no relationship at all). Treating them like family leaves too much room for miscommunications and unmet expectations.

    Treating your clients like partners, on the other hand, sets the stage for a healthy mix of personal, purposeful, and transactional encounters where both your and your client’s identities are preserved, and each of you supplies the essential ingredients for success.

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    • Embrace the truth: Remember that at the end of the day, both of you are businesses that want to make money. There’s no need to skirt around that. They need your service to generate revenue, and you need their continued business to generate yours.
    • Maintain structure with some fluidity: Keep deliverables clear and stick to the intended plan as much as possible, but always leave the door open for input and feedback.
    • Let them in: While some of your tools and processes may be proprietary, give them access to dashboards and data when possible. Let them in on (non-confidential) tidbits about your agency that “outsiders” wouldn’t know. Their earning your trust is just as important as you earning theirs.
    • Stay honest: This means giving pushback on your client’s desires or requests that may not be best for long-term success (wants vs needs). A good partnership is not one where both parties constantly agree; it’s one where the two parties come together with different perspectives to bring to the table, resulting in better output than either one could have achieved on their own.

    6. Be proactive rather than reactive

      Akvile DeFazio, President of AKvertise, makes this a priority with clients.

      Her team makes sure to proactively:

      • Share ideas and propose new campaign strategies.
      • Forewarn about upcoming platform changes and any action required.
      • Educate the client to empower them further.

      “This shows care and builds trust, and our clients share that they appreciate our diligent proactivity,” she says. “When we work with clients, we aim to be a seamless extension of their team and genuinely embed ourselves as so. When they win, we win, and proactive communication is the key to success for all.”

      7. Be empathetic rather than defensive

      This recommendation from Mark Irvine, Director of PPC at Search Labs Digital, ties back to the partnership mentality in tip #5. The scenario here is that your agency is doing great work. Performance metrics continue to climb. But the client is upset. They aren’t seeing new business come in.

      “A wrong response here is to dig your heels in,” Mark says. “Telling them that their business is doing fine is at best tone-deaf. Instead, let them talk it out and listen to them. This may even lead them to discover the problem is in their other marketing or sales teams.”

      If this ends up being the case, Irvine recommends that you take yourself out of the problem to prevent it from becoming an “us versus them” situation. Take the approach of teaming up together to come up with a solution. Use language like:

      • “I see what you’re talking about.”
      • “This is a valid concern.”
      • “That really is frustrating, we’re glad you brought this up with us.”
      • “Let’s make a plan to review this and report back with some solutions to remedy this.”

      Position yourself as a partner in their campaigns. Value their feedback. Even if you’re an expert, allowing them to work with you will help build a long, trusting relationship.

      “And remember,” Mark adds, “if you dismiss or fight their concerns, there’s an agency sales rep somewhere else who will be happy to listen to them vent about you all day.”

      8. Establish structure around communication

      Brett McHale, founder of Empiric Marketing, LLC, provides some great tips around communication and setting boundaries:

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      Stay away from being “always available

      Being always available, whether through Slack or other forms of direct communication, blurs the ever-important work-life balance. It can also distract you away from other clients.

      Hold regular meetings with actionable takeaways

      Instead, establish weekly or bi-weekly meetings to check in, review performance, and answer questions. “I always have some takeaway or action item from those meetings,” Brett says. “This keeps me accountable, and when I deliver on things that I say I’m going to do, it helps build trust with the client.”

      Use email and instant messaging

      Brett says, “Email can be very robotic, and I try not to be too professional or polished all the time. Communicating with clients directly via a messenger helps to build rapport and have a more laid back ‘human-to-human’ relationship.”

      He suggests designating instant messaging for urgent matters and email otherwise. This cuts out the back-and-forth emailing and also reassures your clients that while you may not always be available, you will never leave them hanging.

      how to strengthen relationships with clients the seven c's of effective communicationhow to strengthen relationships with clients the seven c's of effective communication

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      9. Share your concerns early

      This suggestion from Mark Irvine is particularly relevant to the many changes happening in the advertising realm lately. The scenario here is that your client has big plans and aspirations, and you want to say yes to everything they want. But in the back of your mind, you’re not sure if they can create that audience in Google or build that campaign on Bing. You’re unsure of how the new iOS updates will impact their Facebook targeting.

      “Don’t nod, say yes, and then stress,” Mark says. “You lose trust with your client if you say you can do something and then can’t, even if that’s not your fault.”

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      Instead, show your expertise by sharing your concerns. Practice saying:

      • “That’s a really good idea. I know that some ad policies might come into play as we explore it, so let me double-check those first.”
      • “This new change could pose some challenges to us. I’ll keep an eye on it as it changes over the coming days.”
      • “It’s tough to say what this means for us yet, but I wanted to make sure we all knew about it in advance.”

      If you really have to put your foot down, try something like:

      “We agree that this is a great idea, but we can’t in good conscience proceed with it until we know that it won’t cost you in the long run.”

      Be transparent and ask them for their trust. Most of the time, you’ll come out as the person who helped them navigate through uncertainty, and they won’t forget that.

      10. Embrace small talk

      Small talk often gets a bad rap, but Susie Marino, WordStream’s Senior Content Marketing Specialist and former Customer Success Specialist, has found that it actually helps with building strong client relationships.

      “I know it can feel cringey or uncomfortable at first, but just go for it,” she says. “You’d be surprised at how receptive clients are. Next thing you know, you’ve got a great rapport going, and the banter at the beginning of meetings becomes more meaningful.”

      “People love to talk about themselves, and clients are no different,” Susie adds. “When you ask them about how that home garden is coming along, they’ll be pleasantly surprised. These conversations reveal how much you truly care.“

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      Clients are people who like to work with real people who also have personalities and personal lives. If you don’t show a touch of personality with small talk, it will be harder to stay connected and to demonstrate your genuine care, outside of campaigns and metrics.

      11. Establish quarterly business reviews

      Francine Rodriguez, former Senior Manager of Customer Success at WordStream, believes that quarterly business reviews are essential for client retention.

      “I think all agencies get into a cycle of monthly reporting and proving that deliverables were completed,” she says. “It is important to take that step back once a quarter and have a focused conversation on high-level strategy.”

      The QBR allows the agency and the customer to reflect on new goals, the efficiency of strategies taken in the past, and what needs to pivot for the future.

      It is also a time to allow your customer to provide insight into how their business goals are changing and perhaps what strategies outside of the agency’s scope they are also planning in the near future. Having that dedicated time to talk without existing action items on the table is a great way to strengthen the relationship, create trust, and become better partners.

      It may also lead to surprising discoveries, where an agency could find opportunities to upsell its customers into new services. If your agency is doing QBRs now and your conversations don’t look any different from your regular monthly check-ins, it is time to change the format!”

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      Start cultivating strong relationships with your clients today

      Strong agency-client relationships are built on virtues like trust, reliability, transparency, and personability, and they result in greater outcomes for everyone involved. If you find that you’re lacking in productivity, loyalty, or the overall feel of harmony with your clients, see if you can adopt or improve any of these strategies for your agency:

      1. Gather “hard” and “soft” information about your client
      2. Internalize that information
      3. Go above and beyond with your proposal
      4. Have an onboarding process
      5. Treat clients like partners
      6. Be proactive rather than reactive
      7. Be empathetic rather than defensive
      8. Establish structure around communication
      9. Share your concerns early
      10. Embrace the small talk
      11. Have quarterly business reviews

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Google change the meaning of “Top Ads”

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Google change the meaning of “Top Ads”

What is Top Ads in world of Google? well it’s changed. Today Ginny Martin, Ads Product Liaison at Google shared a subtle but potential significant change of definition of Top Ads. If your deep in the detail of paid search campaigns on Google this is the kind of tweak that’s easy to miss.

Now Google’s documentation reads;

Google change the meaning of Top Ads

Top ads are adjacent to the top organic search results. Top ads are generally above the top organic results, although top ads may show below the top organic results on certain queries. Placement of top ads is dynamic and may change based on the user’s search.

Google’s official documentation

Ginny clarified on LinkedIn that this is a definitional change (as ads can appear above the organic result or below for certain queries) and doesn’t affect how performance metrics are calculated. And that the definition update clarifies that top ads may show below the organic results for certain queries. Although, for most queries, ads will continue to appear at the top of search results.

Why make the change? Anthony Higman suggested it might be due to the change in how some ads are being presented like in the screenshot below and the general shift towards more SGE on the SERPs and the consequences that change in user experience might have on ad placement. And does seem part of increased amount of experimentation on where ads appear on search engine results pages.

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1711605382 993 Google change the meaning of Top Ads1711605382 993 Google change the meaning of Top Ads



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Dynamic UTM parameters for LinkedIn ads are here!

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A simple graphical illustration of a road with a directional sign pointing to the right against a blue sky background

Praise be. For LinkedIn have just announced the arrival of Dynamic UTM parameters.

A simple graphical illustration of a road with a directional sign pointing to the right against a blue sky background

This is big news because manually configuring the campaign UTM tracking for each URL you use within a campaign can be is a cumbersome, convoluted, time-consuming process. It’s also one which can occasionally (or, let’s be honest, more than occasionally) lead to errors.

Dynamic UTMs automate the process and will mean you only have to get it right once. That’s because you’ll create your parameters once per campaign, instead of countless times.

How they say dynamic UTM parameters work

Marketers – only one time per campaign – will add a dynamic UTM parameter to their campaign and then we’ll automatically pull in the account, campaign and/or creative name into the destination URL so it can be picked up by analytics tools, allowing marketers to more easily analyze results.

If you’re not seeing dynamic UTM tracking within your LinkedIn ad campaigns already, you will soon. They’ll be rolled out globally by the end of this month.

As you’ve almost certainly been deploying dynamic UTMs across your Facebook and Google Ads campaigns for years, it is indeed about time.

But as the famous Chinese proverb goes:

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“The best time to plant a tree was 20 years ago. The second best time is now.”



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