Introducing Earned & Paid Facebook Solution

Today, IgnitionOne announced the launch of a ground-breaking feature to the Digital Marketing Suite that allows marketers to optimize their earned and paid Facebook® media alongside search, mobile and display advertising.

This solution will allow brands to automate creation of Facebook Sponsored Stories when there is a high level of activity around a post to quickly capitalize on the amplification made possible by the timely publishing of these ads. The platform analyzes performance data to show the optimal ratios of social actions and indicates the most opportune time to launch Sponsored Stories. This innovation alleviates the current need for social media managers to manually poll and monitor the brand page activities across multiple interfaces.

Key Benefits to Customers:

  • Maximize amplification and performance by automatically launching Sponsored Stories
  • Increase efficiency using the only platform that allows earned media triggers to launch paid ads
  • Utilize performance data to model successful future brand page posts

This update is yet another step toward simplifying the management and optimization of online marketing through powerful technology. If you are interested in learning more about this pioneering technology, please email us at info@ignitionone.com.

View the press release here. 

Facebook® is a registered trademark of Facebook Inc.

Meeting the Efficiency Curve

An online marketer’s life is not an easy one. It’s a constant battle of trying to keep up with the new trends while staying efficient in the quickly evolving online advertising landscape.

  • Google introduced countless betas and algorithm changes in Q1
  • Facebook has surpassed 900 million+ users and just had its IPO
  • Yahoo!/Bing is coming up with new updates every month
  • The display landscape is getting a complete overhaul

There hasn’t been a point in time when new ideas were created, tested and executed so fast and with such precision.  That being said, it’s becoming even more vital for marketers to take a step back and focus on their existing asset management in the midst of all these emerging technologies and product updates.

Take SEM as an example: What’s the best way to find out if assets are performing at an optimal level?

Running monthly efficiency curves is one of the great ways to gauge the overall performance of a paid search account. It displays the revenue and/or action potential of an account against the media spend by looking at the impression, click, rank and bid fluctuations from the previous weeks.  Plotting the current performance point against the curve demonstrates if an account is performing at a sub-par level.

 

A marketer’s immediate goal should be reaching the curve and then ultimately shifting the curve up through long term account restructuring tactics, such as geo breakouts, adding new ad copy and keyword assets. These tasks are a part of a long term project that may take significant man hours to plan and execute.

In the meantime, here are some quick tactics to help marketers move their “current performance point” closer to the efficiency curve:

Get rid of poor performing ads

This is a very quick and possibly the most effective solution to immediately cut down the wasteful media spend in an underperforming account.

Pausing Creative A under this scenario will distribute its impressions to the other text ads and may potentially drive $2,872 incremental revenue for this one adgroup. Imagine the possible gains if this exercise is repeated across the account.

Identify keywords below first page minimum bid 

More often than not, marketers add new keywords with very low bids in order to keep budgets under control (and rightfully so). Over time, campaigns end up with keywords without the ability to capture all of the demand in the market place. Filtering these keywords and increasing their bids will give them a chance to breath and perform as long as they don’t belong to a flighted campaign.

 

Monitor Low Quality Score Keywords

Tools like IgnitionOne’s Digital Marketing Suite’s advanced filters can help marketers identify the low QS keywords so that they can be eliminated or bucketed thematically somewhere else in the account.

Dive into the Search Query Reports for Negative Keyword Suggestions

Advertisers can rely on search query reports to compare the conversion contribution of the typed queries against credited keywords. The offenders out of this list should be applied as negatives either at the account, campaign or group level depending on the account structure.

Stop to smell the roses… And clean out the weeds

The tactics described above are meant to help marketers meet the efficiency curve and improve the bottom line. They are even more effective when complemented with integrated marketing solutions and repeated regularly. While it’s imperative for marketers to follow online trends and keep an eye on the grand prize, it’s equally important to allocate the time to optimize the existing resources.

Overcoming Attribution Excuses Webinar Review

Thank you to everyone who attended the “Overcoming Attribution Excuses” webinars this
week. IgnitionOne believes attribution is a core part of the integrated marketing process and if used properly can help you better optimize your media across all channels.


And while the majority of marketers are still using a last-click model, this is the least effective method. In the webinar we discussed strategies for overcoming the objections in your organization in order to implement and test advanced models and move away from last click.If you missed the webinar, you are in luck – we have recorded the session and have it available for you here:

Insights from an Attribution Queen

A series of interviews will give our readers and IgnitionOne customers a behind-the-scenes look at the people who make up IgnitionOne, exploring their professional roles and what interests them on a personal level. This week, Meghan McDonnell of Attribution Services discusses her background, the evolution of attribution and analytics, and childhood memories and discover why we think she is absolutely royal. 

1. Please introduce yourself

My name is Meghan McDonnell, (Supervisor, Attribution Services). I work in the Client Services team in IgnitionOne’s Atlanta office.

2. What do you do?

I started January 20, 2009 as an Algorithmic Media Analyst (affectionately called a Bid Scientist) on the Advisor team.  The Advisor team is part of Client Services and helps clients who want their Paid Search media spend optimized toward a specific goal.  They are also responsible for weekly status calls with the client to go over performance, as well as providing strategic recommendations and analysis.

3. How did you get involved in attribution and analytics?

I’ve always been really interested in analyzing data.  I graduated with a Mathematics degree and every job I’ve had since has always been extremely focused on data and analysis, mostly in the marketing realm.  Attribution started off as a side project for me, but I have obviously grown into this role.  I loved the idea of incorporating data across multiple media programs and analyzing the process behind getting users to ultimately convert.  There are so many interesting data points involved and it’s only going to continue to get more robust in the coming years.  I’m excited to see where this will eventually take us.

4. Speaking of the coming years: what are your predictions regarding Attribution and Analytics over the next 5 years?

I think it’s only going to get more complicated as more features are added around each digital media channel.  We’ve come a long way toward developing a better understanding of what drives users to convert, but there is still a lot of data that marketers are just getting into, such as on-site metrics (how long they are on the site, what specific pages on the site they visited, at what point did they move from “interested” to “ready to buy”).  These types of metrics are already starting to add value to the attribution process.  I also think that the incorporation of offline data will be crucial to attribution, such as someone searching on their mobile phone for a specific store or product and linking this to this same user going into a store and making a purchase.

5. People around here call you the “Attribution Queen.” How did you get this nickname?

Ha, that’s a good question.  I think Eric Carlyle (our Chief Knowledge Architect)   originally coined the phrase. When I first started working under the Advisor group, IgnitionOne had recently introduced attribution, and Eric tasked me with working on coming up with the reporting logistics and developing a process for our clients.  Since I was one of the first people working on this, he started calling me “Attribution Queen” and the phrase stuck.

6. Can you tell me about the team you work with?

My role now focuses specifically on attribution across all of our clients in multiple verticals and regions of the world. The entire attribution process is very consultative. The practice begins with an initial background brief on the specific client and type of business they have, addressing what business objectives they are ultimately trying to achieve. The team then begins compiling data and reporting in order to get a complete picture of how all of their media channels are working together and how much crossover there truly is (and in most cases, there is quite a bit).

The next step is to take a deeper dive into the data to analyze all of the various marketing components of the conversion paths.  The insights gained from the data combined with the business objectives of that particular client provide a complete analysis, pointing out what is working well (and in what order) and what isn’t.  This helps the client understand not only what type of media mix they should implement but also how they should be attributing their data.

7. How have the solutions evolved since you started working with them?

One of the most important aspects is getting a more comprehensive understanding of what the client is trying to achieve for their business (i.e. driving more new customers to the site, driving higher AOV purchases, etc).  Earlier on, this was something talked about, and on a high level. I think most clients were interested in attribution but didn’t really have a full understanding of what it was and how they could utilize it in a way that would benefit their business.  Now the discussions are much more in depth so we are able to factor in a lot of important information that the data itself was not able to tell us.

Additionally, there are some new attribution reports that I’ve developed to acquire some of the details that were previously missing, such as which types of Display are driving conversions (remarketing, behavioral, etc.) or which types of creative (both display and paid search) are getting users who, say, clicked on an organic search result to finally convert?  Prior to this, the analysis was more focused at the channel level, which is useful, but doesn’t tell us what within these different digital media channels is driving users to convert.  There are so many different levers within each channel that need to be considered when analyzing conversion paths, and we are now able to utilize them  at a much more granular level than ever before.

8. Who is your favorite super hero and why?

Not sure if they are considered “super heroes” but I think I have to go with the Teenage Mutant Ninja Turtles!  I probably watched that show more than any other show growing up and can’t even count how many times I watched the movie.  It was one of my brother’s favorites as well, so it’s a bit nostalgic for me.

9. Which is the best vacation you ever went on?

I’d say my best vacation was to Ireland.  I am Irish on both sides of my family so it was something that was at the top of my places to visit list.  It was amazing.  I’m actually considering going back next year and running the Dublin half marathon and then taking time to travel around to some of the other European countries.  Keeping my fingers crossed it works out!

10. What is your favorite book?

Outside of Harry Potter?? Haha. I’d probably go with The Bell Jar.  I thought the book did an amazing job of portraying the characters in a way that made it extremely real.  A little disappointed in the movie, but the book I would read over and over.

 

Welcome to DigitalMarketingSuite.com!

IgnitionOne, the global leader in digital marketing solutions, introduces DigitalMarketingSuite.com, a content hub and corporate blog to serve as a source for all things integrated digital marketing.

DigitalMarketingSuite.com aggregates digital marketing news and insights from accredited sources across the Internet in one, easily accessible location. We assemble this content from trade publications, major news sites and marketing blogs to serve relevant and well-rounded material focused on industry discussions and trending topics to keep you informed while simplifying your daily task of staying on top of news.

DigitalMarketingSuite.com will also house exclusive content as IgnitionOne’s Corporate Blog. This content aims to provide valuable insights into integrated digital marketing through posts that are written by some of our most knowledgeable employees. We hope you find this information valuable and that it helps to promote innovation throughout the digital marketing landscape.

We want to hear from you! Please feel free to comment on any post or to suggest content. You can reach us at info@ignitionone.com.