By Beth Knetig, Strategic Account Director at IgnitionOne
In February 2015, Google has announced the launch of “Upgraded URLs” for AdWords. Advertisers, Agencies and Ad Tech vendors are currently working together to migrate their AdWords accounts before the July 1st, 2015 deadline.
What exactly is being upgraded?
Google AdWords is allowing for easier means of tracking sources by parsing out root URLs from tracking redirects and parameters. This allows for smoother and faster switching of assets without having to resend everything through editorial before being served. Google is essentially removing the destination URL field and replacing with a landing page field. Tracking elements will be housed in a tracking template and/ or custom parameter fields.
How should an advertiser update this?
For advertisers utilizing 3rd party tracking, they will need to work with their partners to discuss how to go about updating their URLs. For advertisers with complicated URL set ups, there will be some initial legwork and decisions to make before implementing any changes. Once this is completed, future management of assets will be much simpler.
Things to consider before migration:
- What tracking parameters will I need to remain intact?
- What new tracking parameters will I need to start tracking?
The upgraded URL offers customized tracking without compromising the editorial process for your ads.
IgnitionOne has been working with Google for the past few months to help ensure clients tracking set ups are carefully transitioned.
IgnitionOne’s URL builder will help transition clients to the new format. Current and new clients will be ready for the transition by April 2015 and we plan to migrate clients with complicated set ups well before the July 1, 2015 deadline.
For the past few years, we’ve been hearing the buzz words, “big data” without having a tangible, concrete answer around it. What is it and what does it actually mean?
With hundreds of millions of devices in people’s hands, and millions of more people coming online every year, there are billions of data points.
The smarter question to ask is, ‘What does big data mean to marketers and advertisers?’ There is a constant quest for understanding target audiences. There are multiple point solutions that try to create a ”digital data-graph” of customers and prospects.
Imagine piles and piles of data that are siloed and don’t actually bridge towards one another. Beyond the imagination, it’s a difficult reality that the digital world grapples with. Marketers need to climb that metaphorical Mt. Everest and get a hawk-eye view from the highest place. But they still need a telescope in hand to zoom down to the minute details of their ecosystem.
But what if there is a foundation to launchpad all of your digital marketing efforts? Yes, there is big data, and it’s only getting bigger and complex. Marketers need a solution that can gather and make sense of their data from critical mass down to individual personas. This requires a Data Management Platform solution. A DMP with cross-channel, cross-platform and cross-attribution capabilities.
What would life be without a DMP? Data scattered everywhere. To have a DMP or to not have a DMP? It’s not a philosophical question, but a frame of mind.
Forrester’s report helps you get started on how to think about DMPs. Check out Forrester’s DMP report on, “Measurement is a Digital Media Buyer’s Best Friend.”
I recall my grade school days when I learned something new and eagerly raised my hand in class. In excitement, I would tell my teachers, “But everything connects. This new thing we learned reminds me of what we did in that previous subject. Things can’t be isolated. We must connect ideas together. Diversity is important and so are different points of views!”
Some Briggs-Myers and StrengthsFinder exams along the way into my adulthood, I learned that being a connector was my dominant strength. I fast-forward to my present life and ask myself if I hold true to my philosophy? As a Product Marketing Manager, I find myself tapping into various ideas, and product leaders to understand and narrate the bigger vision of our products.
Looking at my career, I found myself entering the world of social. I saw its huge opportunity for becoming an economic driver for companies big and small. But I knew there was more out there.
In the sea of digital, I could only begin to make sense of product offerings and what clients needed. Social was a fantastic way to enter digital because there was that people-centric focus of your audience telling you exactly what they want. But what about the rest of digital? There is email and search and display media with so many different systems and solutions. Hungry for more, I kept exploring Digital Marketing. I wanted more and I realized so did clients. With so many systems out there, I realized a marketer’s life could be wasted learning too many point solutions without actually accomplishing their campaign goals.
I came across data management systems and my mind blew away. It seemed like the perfect time to come of age as a millennial emerging out of the social media world. I needed to ascend my mindset into something bigger in digital. Diversity, different points of views, connecting things were all things I found myself yearning for. Why was I not thinking about data management platforms? I came from a world of APIs where relying on data pulls from other companies was the norm. But what about clients owning their own data and repurposing it?
In my current role as a Product Marketing Manager, I get to approach digital from a holistic perspective. I get to work with a Digital Marketing Suite which is a full stack of digital product offerings that covers all of a marketer’s digital needs. It’s not just about one channel, it’s about being cross-channel. It’s not just about one point-solution, but an integrated approach of taking all of your marketing efforts to manifest the bigger goals you have with your products and your clients. As an adolescent, I didn’t want to be a cookie cutter mold of anyone. In my role as a marketer, I find the needs of many marketers and advertisers are diverse as well. I’m happy to work with a digital hub that is as flexible as my thinking and the needs of digital leaders. You can finally get back in the driver’s seat and design your marketing experience and execution.
So the important question to ask yourselves is, “Who do you think is the winner in Digital Marketing? What is the right approach to the vast sea of digital?” Connect the dots to your digital marketing goals with perspectives from IgnitionOne and Netmining’s, “Big Book of Digital Marketing” found here.