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The Definitive Search Campaign QA Checklist

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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.

See also  Google Ads B2B Full-Funnel Strategy Outline

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.

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!

See also  The Top 50 Most Influential PPC Experts [2020]

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.

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.

See also  Paid and Organic are Indistinguishable

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.

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.

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MARKETING

5 Reasons You Should Start Using Influencers to Create Content for You

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5 Reasons You Should Start Using Influencers to Create Content for You


Imagine spending 3, 5, 7, 10 years creating content about topics you love out of pure passion. Working through decision fatigue on what to create, what platform to focus on building, and not knowing the latest marketing monetization strategies to actually make money. Only creating from a place of inspiration because you care and have a message to share for years before making a dime. The dedication and consistency is what builds audiences that LOVE your media channels, listening, watching, liking, and sharing your content on a regular basis. That’s what majority of influencers have done to build their channels. 

So why work with influencers to create content for you: 

Reason #1: Audience  

If you are looking to break into a new audience and build brand awareness working with an influencer is a good path to explore. An influencer knows it’s audience better than any SEO search so they know what content to create that will motivate, inspire, and trigger to get a response. They’ve built trust through years of content creation and testing out new ideas to engage their audience.    

Reason #2: Creative 

When you find the right influencer to work with they can be an extension to your business adding to the creative content department. Creative content is a pain point in a lot businesses and why organizations for years have paid big buck to marketing agencies to take this off their hands to make the commercial, promo video, and ads. When you have someone who’s outside of the organization, who’s built an audience, and can play in their strength it will be an added value to any brand and business.  

See also  Paid and Organic are Indistinguishable

Reason #3: Dynamic 

It’s not just any content that’s being created from influencers, it’s dynamic! Ideally, working with an influencer they are coming to the table with ideas for videos, social media, and ad content that will seamlessly incorporate the brand into their audience. Since they know their audience best let them lead this conversation and find a common working ground to let them move forward on their ideas. This type of content is the win-win-win for the brand, the audience, and the influencer’s media channels. 

Reason #4: Consistency 

Consistent content with any media channel is key to creating brand awareness for a business. When you have an influencer who’s outside of the organization not distracted by the day to day operations of a company, leaving them to create consistent dynamic content is something most brands didn’t even know they needed. 

Reason #5: Strategic 

It’s a strategic move for an organization to outsource content creation to an influencer who’s put in the creative work to build an audience. It’s an immediate traffic source to tap into and create brand awareness. There’s an opportunity to put paid marketing dollars behind the content and boost it’s engagement creating more opportunity for a brand. 

On average it takes a person 5-7 impressions to link a brand’s logo to the company. Add in another 7 impressions for them to remember it in the abyss of brands that are being marketed to them daily. When you work with an influencer to create dynamic consistent content you’re increasing your odds of your brand being recognized faster and identified by a trusted source. Good luck on your road to content creation with influencers!   

Valerie Viramontes

Valerie Viramontes is a purpose-driven entrepreneur, women’s and girls empowerment leader, conscious marketing expert, media strategist, and founder of V2 Solutions & Girl Hacks.

See also  Microsoft Advertising Launches Health Insurance Ads

Valerie created her boutique agency specializing in product launches and sponsorships for health conscious podcasters, influencers, and wellness companies. She uses her experience to create win-win-win deals for her clients, brands, and audiences. This has put her behind launches of companies and products with sales into the millions working with brands like Spartan Races, Barbell Shurgged, The Strong Coach, Complete Human and so many more! 

In Valerie’s free time she is a catalyst to remind young women of their inherent wisdom, intuition and power, and guide them to access the confidence within to make healthy choices in their lives. Add in hiking, dancing, reading, exploring new places to eat and she’s in her happy place!



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Data and privacy concerns grow among consumers

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Data and privacy concerns grow among consumers


Consumers are showing greater concern over how data is gathered online and in apps and smart devices, according to a new study by GroupM, the media investment arm of WPP. The research was conducted in December by GroupM’s Audience Origin (formerly LivePanel) and included 1,000 U.S. consumers.

The findings indicated a decline in the number of consumers who feel comfortable sharing their data on health tracker apps or to allow smart home devices to automatically order refills for household items.

Sharing info. Over three quarters (77%) of respondents strongly or somewhat agreed with the statement: “I worry about how companies use my personal data online.” This was up from 72% in last year’s report.

Also, only a small percentage of consumers believe that the company who makes a device in the home, or its software, should have access to the data. That number is 5.4% in the current study, down from 6.9% in the previous one.

Read more: Predictions 2022: Data strategy and privacy

New tech. Consumers are less enamored with new technology in their house. Only 51% of respondents in the survey agreed with the statement: “It’s important my household is equipped with the latest technology.” The survey the previous year had 54% agree.

Also, 32% somewhat or completely agreed that new tech “confuses me,” up from 28% the year before.

Why we care. In this study, the numbers appear to be consistently in the 5% range for drop in consumer sentiment around privacy, data and new technology.

It’s not a massive drop, but it’s not nothing either. Individual brands can overcome this barrier by managing a better conversation with their customers about their privacy and data practices.

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Take, for instance, the wide disparity in the way email subscriptions are managed. Some brands offer a one-click unsubscribe, while others hide the option behind a number of additional screens and questions. Marketers can cut through with transparency, and the ones that do will be ahead of the game as privacy law catches up in the states.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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MARKETING

Trending in Marketing: Content Marketing Trends to Carry You Through 2022

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Trending in Marketing: What Trends Are Coming in 2022


  1. We all know that women stereotypically shop more, but what about men? 75% of men are planning to spend more in 2022, Pinterest explains their study on why.
  2. Vertical scrolling is a feature on almost every social media platform, it’s what the common consumer is most familiar with. Instagram plans on taking their story feed vertical as well, giving the app a more “TikTok feel.”
  3. The graphic design niche isn’t for everyone, it’s hard to keep up with what’s what in the field. Here are 12 upcoming graphic design trends to keep you at the top of your game all 2022.
  4. The rules of SEO seem to change more than the Instagram algorithm, making it feel more like there are no rules at all. Could there be a “Best Word Count for SEO?”



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See also  YouTube to pilot test shopping from livestreams with select creators
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