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What’s the biggest hidden secret in Google Ads?

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What’s the biggest hidden secret in Google Ads?

Marketers are increasingly turning to automation to unlock new growth opportunities. Automated ads are quick, easy and simple to use. However, in a world of smart and automated strategies, optimizing advertising campaigns that outperform the competition can be challenging.

Can marketers influence a smart or automated strategy? The answer may surprise you.

A “secret” or not well-known tactic when it comes to Google Ads is that audience bid modifiers that are manually set can be used to help prioritize which audience list is served if a user is on multiple lists. For example, a higher bid modifier means your preferred list will be prioritized but not be used in the bid modifier in the auction itself.

This is important for prioritizing high-value targets.

Learn more by joining Torkel Öhman, CTO at Amanda AI, who explains how to optimize automated Google campaigns in his informative SMX Advanced session.

After watching his presentation, you’ll be able to optimize your automated advertising campaigns to out-perform your competition on Google, change both the targeting and attribution of audience lists with bid modifiers and get insights into other methods of how to advertise effectively and drive better results on Google.

Watch the session and become your marketing team’s rockstar by finding specific audiences you never thought you could find and understanding how channels, users, impressions, clicks and audiences impact your performance.


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The first truly autonomous advertising robot.
The unique thing is that Amanda AI does everything for you, all on its own. It automatically creates, optimizes and manages all of your ads and distributes spending across Google and Meta. Together, this delivers maximum impact and effect, every day, around the clock.

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MARKETING

Only 38% of marketers very confident in their customer data and analytics systems

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Only 38% of marketers very confident in their customer data and analytics systems

Only 38% of marketers globally are very confident in their data, analytics and insight systems, according to a new report from The CMO Council. And, while 91% say direct access to customer data is a critical competitive advantage, only 11% say that data is readily accessible to them. 

Read next: Only 11% of CMOs say they have achieved digital transformation goals

North American marketers. Most of these numbers are global ones, but the ones specifically from North American marketers are not good. Only 28% say they are very confident in their data systems to win and retain customers. Compare that with Europe where 61% answered yes to this. Just 6% of North American respondents said they have high access to customer data vs. 20% of Europeans. On the issue of being able to move quickly from data to action, it is 8% from our side of the Atlantic versus 36% from theirs. And Europeans have a lot more faith in their systems: 46% say they’re confident the martech they have can adapt to future needs versus 20% in the U.S. and Canada.

Source: CMO Council’s High Velocity Data Report.
Used with permission.

Barriers to data access. Nearly three-quarters (73%) said not having the right tools prevents them from getting the data they need. The lack of proper data management processes was cited by 60% of respondents. Next up, both with 41%: Data control being elsewhere in the organization and the data not being available in real time.

Can’t get the most from their data. The biggest things preventing marketers from maximizing the data they already have? Some 55% said a lack of systems connecting data silos and making it easy to access. The talent shortage is No. 2 on the list, cited by 52% of respondents. Next on the list at 44% was not having the money to improve data systems.

Why we care. Good data is gold, bad data isn’t just useless – it can lead to very big mistakes in planning, allocation and all the other parts of marketing. So why can’t marketing departments get the data they need? This study implies it’s because they are failing to convince their own organizations about what they need. This is understandable. Convincing a customer is comparatively easy: They aren’t competing with you for resources and to move up the career ladder. So maybe it’s time to put together a campaign around the needs of the marketing department.


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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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