Learn with Google expanded its track to a full two days at the inaugural ClickZ Live New York.
Taking up prime real estate in the exhibition hall, Learn with Google focused on current topics for performance marketers that ranged from The Profit Driven Marketer: Being There in More Moments That Matter to Maximizing Sales By Reaching and Engaging Qualified Customers.
From CPA and CPC to bid automation and analysis, the Learn With Google track covered a wide array of tools and strategies for performance marketers. Of the many solutions offered within the Learn with Google classroom, here are nine tips to help businesses stay “constantly connected.”
1. Shift to Principles That Make Marketing an Investment, Not an Expense
Often, marketing departments will focus on the money that goes into campaigns, not as an investment but as an expense. This may be a limiting mindset that can prevent marketers from seeing the true potential of their campaigns.
While CPC and CPA are robust indicators of performance, Google recommends looking at the entire spectrum of indicators that include profit and revenue. How does adjusting one affect the others? How can you create the greatest profit even if that means increasing CPA?
2. Bid Smart and Be Present at the Moments That Matter
A weakness in many campaigns is that marketing is approached as an expense, which then “leads to poor bidding.” Instead be bid-minded, not budget-minded.
Look at impressions and clicks. Consider profit from the angle of serving products when your customer has his mouse ready to click. With higher impressions, marketers may gain a higher likelihood of “Be[ing] there every time.”
3. Performance Varies by Location so Use Automation and Analysis
Some time was a spent discussing bid simulation. The greatest advantage is that marketers can use this tool to “reveal what’s truly going on” in campaigns and then with the full story, adjust accordingly.
Look at locations that perform well and bid up. Identify slower markets and match bids to initial results.
4. Use Remarketing on the Google Display Network
“People who’ve visited your site are three times more likely to convert,” said product manager Aitan Weinberg.
While customers may search through four to six sites before deciding on a purchase, remarketing on the Google Display Network keeps them connected to your products. Modify text and creative to target their search and needs.
5. Use Google Tag Manager for Easy Deployment of Remarketing
The Google Tag Manager is a one-time deployment tool that helps pool data elements about your site visitors. With this data, remarketing on display becomes easier and more efficient.
Use this tool to tag all your pages and learn which pages are visited, how recently and on which device.
6. When Selling Additional Products, Wait About 30 Days
Depending on your industry and goals, marketers can use remarketing to target customers who have previously purchased on site and serve ads for additional products.
For example, if an Xbox in purchased in early April, a remarketing campaign can target the same customer for an additional sale of new games and gaming accessories in early May.
7. Businesses Need Location Strategies
Brick-and-mortar shops can attract more foot traffic using “geo-bidding for all ads”. Keep in mind that not all geographic locations perform the same and use performance data to influence bid adjustments. Higher performance ads can often benefit from a 75 percent increase in bids.
8. Increase Bids by Proximity to Store
Set “higher bids closer to a store and progressively decrease the bid with an increase in distance.”
For example, many marketers found great success by increasing bids by 40 percent for searches within 5 miles, then they work outwards to 10, 20, and 30 miles, lowering the bid increase accordingly. Test and analyze your results so that you can adjust to the right price for the right search.
9. Use Geographic Reporting
Available in the setting menu, geographic reports will break down how your ads and campaigns perform based on location. These reports will reveal what triggered the ad and where.
New to the tool are more options for geo-targeting levels. In the United States marketers can target for county and state whereas in Japan targeting is available for city and prefecture.
* Collaborative content in partnership with Google.
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