PPC
“Measuring is easy”, said no one ever
Understanding the role that each touchpoint plays in a conversion is crucial for budgeting, allowing devotion of funds to the most effective touchpoints while diverting funds away from ineffective channels.
Multi-touch attribution models have been proven ineffective for two reasons:
- the platforms are sealed off from each other in terms of attribution;
- the models are not good at tracking the real-life, messy-middle, customer journey and thus provide unreliable feedback.
At Booster Box we have built “MMMMachine – Marketing Mix Modeling Tester”, a terrific weapon to combat this, accurately measuring the value of different marketing efforts.
The cookieless wasteland
Source: Vyshnavi Bisani, Unsplash
The advertising world must face the change that the cookie apocalypse is bringing. As of now, almost half of open web users’ actions are untraceable on Firefox and Safari. This number is bound to increase with the upcoming loss of third-party cookies.
Faced with this situation, it is essential to safeguard the performance of marketing campaigns and limit any disruption to tracking and revenue. Unveiling the real path to conversion through Marketing Mix Modeling (a.k.a MMM) is a viable, ready-to-use solution in a landscape of new privacy norms.
Understanding incremental value
Source: Booster Box Photoshoot
Ad budgets don’t grow on trees or fall from the sky. Therefore, investing in ads where customers would have converted anyway, and/or investing in non-converting campaigns is a huge mistake and waste of resources.
Marketing teams who are keen to allocate capital efficiently are always at the frontline in the battle to understand incremental value, cross-channel impacts and marginal returns.They make data-driven ad spend decisions accordingly.
Not a pipe dream
A marketing team’s main ambition is to be able to forecast the likely outcomes when deploying a specific set of tactics, thus reducing any deadweight loss by reallocating inefficient spend to the most effective touchpoints. This can be achieved: with a lot of science, data analysis and modeling- three areas Booster Box excels in.
Come and see me present on this topic in more detail at Hero Conf London.
The post “Measuring is easy”, said no one ever first appeared on PPC Hero.
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PPC
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;
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.
PPC
Dynamic UTM parameters for LinkedIn ads are here!
Praise be. For LinkedIn have just announced the arrival of Dynamic UTM parameters.
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:
“The best time to plant a tree was 20 years ago. The second best time is now.”
PPC
Six Practical Things You Should Doing In Your Paid Social Advertising Campaigns
As we navigate the complexities of paid social advertising, remember that the essence of success lies in understanding your audience, being creative with your content, and being willing to test and adapt.
Drawing on insights from seasoned experts, Carla Rovaris and Danielle Gipps, this blog post delves into practical tips for businesses looking to harness the power of paid social for expansive brand growth.
Paid social has dramatically transformed over the years. From its nascent stages to its current complex form, understanding the nuances of paid social is key to leveraging it effectively for whatever your marketing objectives.
Practical lessons
- Dive Into Diverse Platforms: Don’t limit your paid social efforts to just one platform. Explore various platforms based on where your target audience spends their time. For younger demographics, platforms like Snapchat and TikTok might be more effective, while Pinterest could be more suitable for an older, predominantly female audience.
- Creative Content is King: The success of your paid social campaigns hinges on the creativity and relevance of your content. Both Carla and Danielle emphasize the importance of crafting content that resonates with your audience. Whether it’s through emotional engagement or showcasing your brand’s personality, the goal is to create memorable and engaging ads.
- Leverage User-Generated Content (UGC): Especially on platforms like TikTok, UGC can significantly enhance the authenticity and appeal of your campaigns. However, the suitability of UGC varies by brand and platform. For luxury brands, a more polished approach may be necessary.
- Be Bold and Experiment: With paid social, experimentation is crucial. Try new platforms, ad formats, and messaging to see what resonates with your audience. The landscape is constantly changing, and staying adaptable is key to staying ahead.
- Focus on Brand Building: Paid social shouldn’t be viewed solely as a performance marketing tool. It’s also a powerful brand-building channel. Utilize it to introduce your brand to potential customers and build a strong brand identity.
- Test and Learn: Continuously test different strategies and learn from the results. Paid social is not a ‘set it and forget it’ channel. It requires ongoing optimization and creativity to keep your campaigns fresh and effective.
This blog post was based on a podcast interview for the Internet Marketing Podcast
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