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Using Auction Insights For Better PPC Competitor Analysis

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Using Auction Insights For Better PPC Competitor Analysis

In today’s world of cut-throat competition, marketing is one of the most effective ways to get ahead of your competition. Whilst it’s important to focus on your internal marketing strategy to ensure you reach your business objectives, it’s also worthwhile monitoring your direct competitors activity to ascertain how they interact with potential customers.

If you operate on Google Ads, you can utilise a handy tool called the auction insights report. This provides a means to compare certain aspects of your performance with other advertisers participating in the same auctions as yours.

Such information can help you make strategic decisions about bidding and budgeting by showing you where you’re succeeding and where you may be missing opportunities for improved performance. In doing so, you can benchmark certain elements against your competitors and use this insight to fine-tune your PPC campaigns accordingly.

First of all, how to access this report?

You can access your auction insights report on both Google Search and Google Shopping campaigns. Even though it provides competitor information for similar keyword auctions, it doesn’t mean that these advertisers have the same settings as yours.

Moreover, the report doesn’t reveal sensitive information such as conversions, quality score, bids, or campaign settings, nor does it enable you to see the same information for other people’s campaigns. An auction insights report purely compares your ad’s performance with your direct and indirect competitors who are competing within the same auction.

Your competitors may be using a top Google ads agency for their PPC management so it’s imperative to review the competitive landscape regularly and ensure your campaigns are delivering a good ROI for your business.

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The Auction Insights report is available in the form of three levels:

– Campaign

– Adgroup

– Keywords

The Auction Insights report for Search campaigns provide you information about these six metrics:

– Impression share

– Overlap Rate

– Position Above Rate

– Top-of-the-page Rate

– Absolute top of the page rate

– Outranking Share

The Auction Insights report for Shopping campaigns can give you insights on:

– Impression Share

– Overlap Rate

– Outranking Share

How to use this report?

Now that you’re familiar with the metrics included within the auction insights reports, you should also know how to use them to your advantage. First of all, you should know that every term in an auction insights report has its own relevance and hence, you can start by optimising each of them one by one to get better results.

You can begin with impression share and look at other top competitors who are bidding on the same keywords. This metric illustrates your visibility on the search engine by depicting how many impressions you received in a percentile format versus how many impressions you were eligible to receive during the auction. Naturally, you want your impression share to be as high as possible, and you should always compare your standing against the competition to ensure your brand has a strong visibility.

Another useful metric to follow is the ‘position above rate’, which indicates how many times a competitors advert appeared above your brands. This will be influenced by factors such as their cost-per-click and quality score. Many businesses want their ads to appear above their prime competitors but this needs to be closely balanced with the keywords performance as you don’t want to get embroiled in a bidding war for the sake of it.

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Bing analytics are also vital

The competitor list you receive from Google Auction Insights will often differ from the companies bidding on similar terms within Bing Ads. It’s common for fewer competitors to operate on Bing due to the low traffic volumes and reach when compared to Google.

However, whilst it’s true that traffic volumes remain low on Bing, the CPC’s are also lower due to reduced competition levels so it’s still worthwhile testing campaigns on the platform. This may give you a slight edge over your main competitors, who have chosen to overlook Bing, and provide your business with a means to generate more conversions and sales.

The above should give you a good insight into what metrics are available within the auction insights report and how the data can be used to your best advantage. With all PPC campaigns, it’s imperative that you monitor the competitor landscape and keep abreast of the latest tools to better manage your campaigns.

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MARKETING

Your Audience Isn’t Really Interested in ‘Just the Facts’ Anymore [Rose-Colored Glasses]

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Your Audience Isn't Really Interested in 'Just the Facts' Anymore [Rose-Colored Glasses]


Last week, I spoke to a client in the health care industry whose team wanted to develop a new digital content customer experience. But they felt frustrated.

Five years ago, with help from a couple of ad agency consultants, they’d come up with the idea to launch a digital platform to provide easy access to facts. All they needed, they thought, was to set up a digital library that could answer every question existing clients might have.

They would “let the facts speak for themselves” and win the customer retention battle.

<Narrator>: “It didn’t work.”

You see, facts almost never speak for themselves (they’re bashful that way). And they almost never win an argument.

Think about the last time you presented a set of facts you thought would clinch your argument. Boom. You dropped the mic and the knowledge bombs. You won, right?

Nope. Presenting facts does nothing to correct a false belief, and it usually causes your opponents to double down on their beliefs.

A group of researchers actually have studied this so-called “backfire effect” and found that correcting someone “actually increases [emphasis mine] misperceptions among the group in question.”

The backfire effect indicates correcting someone actually increases misperceptions among the group in question, according to #research from @UMich and @GeorgiaStateU via @Robert_Rose @CMIContent. Click To Tweet

In a big data, deep fake world, we have more “facts” than ever before. The question is: Does anyone care what we have to say?

A few years ago, researchers at Wharton showed people various algorithms. Most people in the study found them interesting and valuable – until an algorithm made a mistake. Once people saw the mistake occur, they were “very, very unlikely to use it and didn’t like it anymore.” Study participants seemed to judge algorithms more harshly than they would people, one researcher noted.

But, if these people had input into the algorithm or were allowed to adjust the forecasts, they not only liked the algorithms more, they didn’t lose nearly as much confidence when an error occurred.

These findings bode well for preserving the role of human involvement in an increasingly automated world. But it also speaks volumes in terms of how delicate belief and trust are.

So, the content question in 2022 isn’t about how to present “just the facts.” The question is how to make people care about any of the facts. And this isn’t just a marketing question. It’s a fundamental communication question.

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Increasingly, facts are a commodity. They’re easy to attain, so we don’t value them. And because we don’t value them, they can be assailed with … well … “alternative facts.”

Facts are easy to attain, so readers don’t value them, says @Robert_Rose via @CMIContent. Click To Tweet

As I told my health care client, companies have to give people something to believe in (to quote the classic Poison song). You have to give audiences something more than facts to care about.

If you don’t, you risk creating some version of this scene from the TV show The Simpsons: Lisa feels sad because one of her favorite teachers left. Her father, Homer, doesn’t get why. “I knew you wouldn’t understand,” she says. “Hey,” says Homer, “just because I don’t care doesn’t mean I don’t understand.”

Ultimately, with every piece of content, ask this: “Do we want people to care?”

If not, there’s no problem going with the cold corporate template and “let the facts speak for themselves.” If you do want people to care, you better give people more than content they can believe. You better give them content they can believe in – even if it means putting in more effort.

Creating belief is about understanding intent

So, how do you start creating content that goes beyond simple fact-based research, data, and information?

Go back to that argument you had on social media or with the colleague or boss who never seems to “get it.” Think about those customers you’re trying to convince to purchase from you or advocate for you.

You’re never going to win those battles with facts – you must understand why they are arguing, searching, or deciding. You must understand their intent.

To understand intent, you must first create mechanisms – content-driven experiences – that enable your brand to listen more effectively to the signals generated across their interactions.

Create #content-driven experiences to understand audience intent and listen to signals generated by the interactions, says @Robert_Rose via @CMIContent. Click To Tweet

As one might expect, this requires more effective use of data than is likely available for most businesses. A thorough content strategy is needed to provide data to help the business understand each piece of content’s type and purpose and how they apply contextually to each step of the customer’s journey.

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What does that content strategy look like?

In my research and consulting practice, I’ve seen marketing organizations create a self-enablement process to create this level of capability. It typically involves a three-step process:

1. Arrange the data house

Create a dictionary or interpretation for understanding intent. Put simply, you need to discern the most appropriate response to the customer’s interaction with your content.

This is where a metadata structure and content tagging system to track behavioral context (or intent) come in. For example, a white paper called Discover How Digital Marketing Is a Good Thing for Your Business might be tagged with a “beginner” or “learning” intent. Someone who consumes this white paper would NOT be considered a lead but will be nurtured as an engaged audience.

2. Develop best next capability

Once you have an intent signal, you need to understand what’s the “best next” thing to make that customer understand and care about the answer.

Businesses need to create content-driven experiences to deliver a “best next” experience to content consumers. For example, that targeted messaging to the beginner or learning audience member should prompt them to want to read a how-to-change piece.

That’s overly simplistic, of course, but you can see how levels of nuance may need to be captured with more than just answers to a question. Through additional content consumption, a poll, or a survey, you can glean if this beginner is feeling confident or fearful about change. As you learn more about the nuanced aspects of the customer’s journey, you can automatically deliver the best next experience for that customer.

Similarly, it’s not all about technology and dynamic content. There’s a human element to this, too. You can share this information with others who can deliver additional experiences that fall outside the digital content realm. For example, you could share insights about the beginner prospect’s behavior with sales. Once sales understands what the prospect needs, their role can evolve from a persuader to a consultant helping the prospect understand the best way to move to the next step.

3. Connect the experiences

This step enables the most insight. Once you map your content to understand what you need to deliver based on intent, you must develop the capability to aggregate this data and serve up the content (and the intent) contextually across the different experiences. You need to find a way to connect the experiences into a singular view of the audience’s progression through their journey.

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For example, if the beginner persona ultimately purchases your services, you might want to connect their profile to the onboarding or training module of a 101-level set of training classes. The insight gleaned from a more statistically relevant data set improves these activities or even makes them possible in the first place.

This third step may be the most difficult part of the process because it often means integrating multiple technologies to create a single view of the customer.

But you can start small. Even if you can just connect the intent upper/beginning part of the journey (awareness) to the mid part of the journey (sales), you are starting to get much better.

It’s the content, not the data, that makes people care

Data gives you the opportunity to make people care about what you have to say. To get beyond just “answers,” you must create compelling content that integrates those answers (facts, figures, data, information) into compelling experiences that appeal to the audience’s feelings.

One widespread marketing fallacy is that buyers want factual answers about the products and services they’re considering.

It’s not true. More often than not, the brand that supplies the least information, facts, data, etc., about a product and provides the most inspiration, belief, and emotional connection will be the chosen one.

You need to convince customers they are buying into a brand they can believe in. To do that, you need to give them an experience they believe in, too.

Want to learn how to balance, manage, and scale great content experiences across all your essential platforms and channels? Join us at ContentTECH Summit this March in San Diego. Browse the schedule or register today.

Cover image by Joseph Kalinowski/Content Marketing Institute





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Top 5 Tech Tools to Grow Your Business in 2022

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Top 5 Tech Tools to Grow Your Business in 2022


Businesses across the world run on tools, technologies, processes, and people. Smart tools and technologies help make businesses smarter.

For the last 3 years, we all have been experiencing the world from a different perspective. The very fact that technology helped us stay connected over the past few years can’t be denied at all. It kept the workforce moving and motivated. In short, good technology has the power to solve problems and to bring considerable change. The pandemic has taught us to value life and to make a difference in each individual’s life, is what businesses in 2022 will definitely look forward to.

Accelerate your business in 2022 with these 5 top tools and technologies.

Digital Marketing Tools- The Smartest Way to Market in 2022

An online healthcare business in 2020 started same-day medicine delivery at competitive prices. Times were such that people were not stepping out. It was marketed with the most appropriate selection of words, like “No-Contact Delivery,” and was followed by customer-centric online marketing campaigns and advertisements. As it was a useful business meant to solve a real-world problem people were facing, it took no time to raise revenues.

It didn’t just run marketing campaigns!!!

It solved a real-world problem!

This will be the very essence of DIGITAL MARKETING this year–Solving real-life problems to make lives easier.

When used and implemented right, digital marketing “IS” the tool for a successful business in future years to come. Businesses in 2022 can attract a wider audience through the latest digital marketing strategies such as:

  • User-friendly Interactive content
  • Shoppable posts
  • Social media stories
  • Influencer marketing
  • Better SEO tactics
  • Affiliate marketing
  • Popular Keywords, Organic and paid search; etc.

Data Science Tools: Help Generate Insights and Better Decision Making in 2022

Have you ever noticed how your Netflix dashboard displays personalized movie and TV show recommendations, exactly how you like? Or how such platforms predict the trending content and notify it to you beforehand so that you’re not left behind in this fast-paced, data-driven world. Or imagine, how the online purchased items in real-time can be tracked, with nearly appropriate logistics routes. All thanks to Data Science tools that carry the potential to decipher hidden patterns and insights which may help businesses across the world to grow.

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Technology Trends for the year 2022 frankly shout out the significance of data science. Enterprises across the world, especially logistics, healthcare, financial institutions, e-commerce, social media houses, etc. will be deeply influenced by powerful data science tools and technologies.

In the healthcare sector, it will aid in drug discovery and identification of new diseases. Effective analysis of disease-related trends will eventually help the healthcare sector understand the “new world” better. Banking sector will largely benefit from effective Data Science tools in 2022 as online transactions surge. With intelligent data science tools, banks can help detect fraudulent transactions in real-time.

Project Management Tools

The panorama of project management is transforming rapidly. The year, 2022, will bring cutting-edge tools and technologies in the area of Project Management. If a business has to survive and grow exponentially in 2022, it has to have a rock-solid future plan. The essential team collaborative tools covered here are Agile methodologies, Process Automation, and enterprise project management software.

This year, the project management arena will observe a few emerging trends. Let’s take a quick look here.

  • Agile methodologies
  • Content Management Tools for project efficiency
  • Effective Vendor Management
  • Process Automation
  • Cost-Reduction Strategies
  • New strategies and policies to increase revenue.
  • Updated corporate values
  • Flexible remote-work policies
  • Artificial Intelligence in Project Management
  • Soft Skills

Artificial Intelligence (AI) & Machine Learning Tools- Future of Businesses and Organizations

AI and Machine learning are not new concepts. But, In 2022, the world will witness a different kind of potential that AI and Machine learning has to offer to the enterprises. This year, they will be in their best forms.

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Let’s have a look.

  • From a business perspective, AI will assist to provide an elaborated view of the market for humans to understand well.
  • In the field of marketing, AI can help identify potential customers.
  • AI can help predict what’s in and what’s not for businesses to grow.
  • AI can help sort-through large data chunks and thus, will help in saving time and cost.
  • In the domain of cybersecurity, AI will help enterprises grow in a smart manner by controlling cybercrime, providing extended threat protection, timely detection of possible business loopholes, etc.
  • Another interesting thing that AI has in its bucket is automated driverless cars to make commutes hassle-free.
  • AI aims to create an augmented workforce for effective business operations.
  • Robotics will be more improved than ever. This year, the workforce will probably get to work with smart machines.
  • It will help create a Metaverse-Unified persistent digital environment. Creative AI will also be a term that will be sought after in 2022.

In short, AI and machine learning will occupy a larger space in the enterprise cloud this year. These tools will significantly shape the way enterprises work in the near future.

Mobile Device Management tools- Manage Your Devices Over-the-Air for a Seamless IT Experience

Again, this year also, MDM solutions will continue helping IT admins across the organizations as their smart tech buddy! The year looks lucrative and promising as the businesses go mobile and as various MDM solutions capture the technical universe.

With a smart MDM solution, IT departments can secure, monitor, and manage mobile devices such as laptops, smartphones, tablets, rugged devices, digital signages, etc. irrespective of their type, operating system, and location of use. This helps in effective workforce management, employee productivity, security, and integrity.

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Their demand will increase year-by-year due to the very business-centric need to manage, secure, and monitor corporate data so as to maintain customer’s trust in the company.

Let’s have a look at how MDMs will add value to any enterprise in 2022.

  • Scheduling and implementing recurring IT tasks and bulk activities
  • Track the employees’ productivity
  • Help locating devices and lock them if lost or stolen
  • Detect inappropriate SIM swaps and network changes
  • Allow/Block malicious content
  • Turn any Android, iOS, or Windows device into a kiosk as per business-specific requirements
  • Manage content on digital signages
  • Push Applications silently
  • Configure and apply policies over the air
  • Track unmanaged devices
  • Generate automated reports for IT admins to stay updated…and many more features that will bring confidence across the organizations when it comes to going 100 percent mobile.

Backed by exceptional remote support, Scalefusion, an MDM solution offers a plethora of features for the IT admins to select, based on specific industry needs.

Conclusion

Future belongs to those who believe in the power of technology. And technology is ever-transforming. In 2022 ambitious businesses will keep an eye on the above-mentioned tools and technologies to stay ahead, grow exponentially, and thus, climb up the corporate ladder.

So Businesses! Go ahead and skyrocket your way to success in 2022.



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Large audiences are still valuable

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Large audiences are still valuable


MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, and the Superbowl reminds us large audiences are still valuable.

I was struck by reports that NBC had sold most of its Super Bowl ad inventory by mid-summer and at a higher price than last year even though the audience was at a 15 year low. The two determining factors, of course, are scarcity and reach. An audience of 96.4 million may be a dwindling audience — but it’s still a very large audience indeed.

In a fragmenting world where individuals are increasingly willing and able to consume niche content on niche channels, the ability to reach a large and diverse audience has some nostalgic appeal. OOH advertising has been renewing itself through digital connections and singular events like the Super Bowl can put big brands in front of vast numbers of eyeballs.

Such events are unlikely to become extinct — but they are becoming increasingly rare. Witness the plummeting audiences for the Olympic Games and the Academy Awards.

Kim Davis

Editorial Director

Shorts

What we’re reading. Scott Brinker reviews data showing that two thirds of SaaS spend within companies is now managed by business units rather than IT. About 1 in 5 individual employees buy their own SaaS subscriptions and expense them. As he rightly says, it seems too late to call this “shadow IT.” “(I)t’s the kind of shadow that a towering landmark casts in the bright light of day. Tourists pay money to visit it and take selfies.”

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Get your pass for MarTech. Free passes for our March 29-30 conference are now available.


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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