Tag Archives: PPC

Weekly News Roundup

IgnitionOne Redesigns DMS Analytics With Focus On Heat Maps, Speed

IgnitionOne announced an update to the Analytics solution within the Digital Marketing Suite this Thursday. The tool will help marketers improve their workflow and increase reporting speeds. DMS Analytics will add to IgnitionOne’s platform of simplification in the online marketing and advertising industry.

Good Advertising is Good Storytelling

Every successful brand has good storytelling. Where to place the stories is a hard task, in addition to deciding where to spend money. Telling the story on all the platforms they can afford is the ideal situation. “The essence of that story should be a point of difference that is effectively dramatised.” This article notes that it is where (read: digital channels) the stories are told that is critical.

Paid Search Pays Off in a Bigger Way for Online Retailers

Paid search continues to dominate the digital advertising world. The National Retail Federation and Forrester Research Inc. released a report that showed that 76% of e-retailers said the paid search drove up more sales than the year before. 99% of the respondents said that they allocated some of their budget to some sort of PPC advertisements. However, display was also a factor in many companies marketing strategies. 77% of respondents said they spent more on display this year than they did last year. It is exciting to see the growth of digital marketing and how greatly it has changed the marketing world.

Facebook’s Revenue Soars 61% On Mobile Ads

Mobile advertising took off for Facebook, so much that it increased their revenue up 61% since last year. That is $2.91 billion, where active mobile users grew 40%. The mobile industry has continued to make Facebook boom, as it holds the second highest spot after Google in mobile ad earnings. It is evident that Facebook holds itself high on the pedestil for gaining ad performance.

Mobile-Ad Spending Leaps, but Trails User Growth

Mobile ad spend is predicted to gain a much higher outcome and get more money from advertisers than ever before. The article claims that the spending on smartphones and tablets combined will reach 83% and $18 billion in 2014. On the contrast, Newspapers will generate $17 billion, bringing radio at $15.5 billion. industry experts are advocating for marketers to gear their ads towards the mobile world, and focus less on print sources. “As the measurement tools develop, industry experts say marketers will become increasingly comfortable with shifting more money to mobile.”

Mobile Marketing Trends Dominating First Half of 2014

The number of smartphone users is expected to reach 1.75 billion by the end of 2014. There have been some key trends in mobile marketing that came along with this increase of smartphone users. A few key trends have been geo-targeting, the use of micro-content, emails shifting towards mobile first and personalisation of mobile. Sooner, rather than later, mobile will be the number one platform on which companies advertise on.

Most Companies Expect CMO to Lead Digital Transformation

When going through a digital transformaiton, 54% of companies believe it is up to the Cheif Marketing Officer to get the job done efficiently. “The role of marketing is bigger than just awareness and discovery, it’s about the relationship,” said Brian Solis. Companies need to know how to implement their technology in a way that is easy to understand for the marketers.

Mobile Programmatic 101: The Potential (And Challenge) of Mobile

The programmatic ad market is set to grow from $12 million to $32 million in 2017. Adults in the United States are averaging spending two horus and fifty-one minutes each day on their mobile devices. One challenge that mobile poses is the tracking mechanism, seeing as there is no universal cookie that can be used in the mobile environment.

weekly-roundup[1]
Source: Shade of Info

Merhaba Istanbul! Meet IgnitionOne’s new Turkish team

Last month, IgnitionOne launched its first Turkish Office in Istanbul. Country Manager, Yusef Akyuz presented IgnitionOne’s Digital Marketing Technology at Webrazzi on 19th March, officially announcing IgnitionOne’s presence to the Turkish market. Continue reading Merhaba Istanbul! Meet IgnitionOne’s new Turkish team

IgnitionOne joins the IAB UK for Digital Britain in Manchester

Yesterday, IgnitionOne joined the IAB UK for their Digital Britain event in Manchester. The event, which took place at the Bridgewater Hall, is the first time the IAB UK has held an event north of the M25.

We had an interactive area where brand and agency advertisers could drop in and meet the IgnitionOne team. We showcased our LiveMarketer technology through giant touch screens. The brand being demonstrated was the IAB UK showing who was on their website in real-time and how engaged they were with the IAB UK on the day that they released their Ad Spend Report 2013.

IAB UK Digital Britain

IAB UK Digital Britain

The IgnitionOne racers from IAB Engage 2013 also made an appearance with Matt Coughlan from The Auto Network taking home an XboxOne for having the fastest time of 2:05:41 around the track during the day.

IAB UK Digital Britain
Racer 1 over

 

 

IAB UK Digital Britain
The racers are off and running

 

IAB UK Digital Britain
The Top 5 Times

 

Nancy Furber from UNICEF UK spoke with IgnitionOne’s business director, Stewart Holt, on the challenges of integrated marketing campaigns. UNICEF UK ran an integrated marketing campaign in the lead up to Christmas 2013 with IgnitionOne running the majority of the digital activity for the campaign. Nancy spoke about what challenges UNICEF UK as a business had with delivering the campaign but also the benefits they’d seen by integrating their digital spend – an ROI of 3.9 over the course of the campaign.

IAB UK Digital Britain
Nancy discusses UNICEF UK’s integrated marketing campaign
IAB UK Digital Britain
Stewart explains IgnitionOne Targeting

All in all, it was a fantastic day and we’re looking forward to being part of the Northern Digital Scene for a while to come.

A copy of our presentation from the day is below but if have any questions don’t hesitate to send us an email at info@ignitionone.com

Yandex: Google’s Russian Rival

The Russian Internet company Yandex has been popping up in tech industry news quite frequently. Yandex has the largest market share in Russia and is the third largest search engine market in the world. According to Search Laboratory’s infographic, Russia is a great ecommerce opportunity for foreign online retailers because they have the most internet users in Europe (more than 60 million). You may not have heard much about the company before, however you should take an interest in Yandex if you are an online marketer. Yandex is rapidly growing both in Russia and globally, and has been deemed the Google of Russia.

Yandex operates the largest search engine in Russia with almost 60% market share. They have over 95 million monthly users with more than 150 million active searches per day. While their main function is search, they offer a variety of other Internet services such as market, news, photos, videos, and blogs, making Yandex’s website even more appealing to its users.

Interested in advertising on Yandex? There are a few things about Yandex Direct that you should know first:

  • Yandex does not have Ad Groups
  • Ads are called Banners and Keywords are called Phrases
  • Different ads can be targeted to the same keyword sets
  • All Yandex ads are served in Russian
    • While Yandex does have a US search engine page in English, no search ads are served if they come from Yandex Direct
    • Location targeting is available worldwide but with more granular location targeting available for Russia, Ukraine, and CIS countries
    • Ad structure is 33 characters for ad title and 75 characters for ad text
    • Yandex only offers one display URL (unlike Google or Yahoo!Bing which offer 2 URLs)
    • Yandex’s main currency is “units” which is a Yandex specific currency. 1 unit= 30 RUR
    • Advertisers bid on ad placement differently depending on the desired position. The positions available are:
      • top, side (3 positions), or bottom of the page

Below is an image of Yandex’s search engine page with the different ad positions:

yandex

 

While Yandex may have some differences when compared to the search giant Google, it is gaining traction, and quickly. In Q2, Yandex had 239,000 active advertisers, a 6% increase from Q1. With Yandex’s continued success, more and more advertisers and searchers are frequenting the site to find information and to serve ads to potential customers.

IgnitionOne Q4 report – PLAs take center stage

IgnitionOne’s new report covering trends across digital marketing reveals positive growth for digital marketing. Product listing ads (PLAs) represented a significant area of growth in the final quarter of the year coinciding with the holiday shopping season.

Key Findings:

  • 2013 ends with a strong Q4 for search – Ending with a robust holiday shopping season, US search saw advertising spend up 12% YoY in Q4.
  • Tablet growth normalizes while smartphones soar– Spending growth YoY for tablets is up 82% while smartphones spend is up 253%. The normalization for tablets is likely due to Enhanced Campaigns limiting targeting for the device type, which many advertisers had already been invested heavily in Q4 2012.
  • Yahoo! Bing Network holds on to share – The Yahoo! Bing Network held its ground in Q4, with 22.7% of spend vs. Google’s 77.3%, just a hair up from last quarter’s 22.6%.
  • Product Listing Ads (PLAs) grow in prominence – For US advertisers who leverage PLAs Q4 impressions for the ad product grew by 380%, clicks grew by 312% and spend grew by 618% compared to Q4 2012. During Q4 for these advertisers, PLAs accounted for 10% of impressions, 13% of the clicks and 16% of the total spend. PLA growth significantly outpaced traditional search PPC ads.

IgnitionOne’s complete Report can be downloaded here.

mobile

This report is the latest in a series of IgnitionOne whitepapers reviewing trends across the online advertising landscape. Previous whitepapers and quarterly reports can be downloaded at bit.ly/ignitiononeresearch

So Many Acronyms, Such Little Time!

 

It doesn’t take long in any industry to pick up on the jargon and technical terms that make that particular field different. In the advertising industry, however, it seems we have more of them than every other industry put together! I have been working in digital marketing for almost a year now and my head is full of them. You have UI’s, IO’s, CTR’s, CPM’s, ROI’s, SEO and PPC…how do you even begin to understand a day-to-day conversation when everything is shortened into this new digital language!?

Now if you were expecting me to explain all of these, sorry to disappoint but that would be a very long and boring blog. What I will do is pick out some of the ones that have influenced me and have been the most fun to learn about.

RTB – (for those not in the industry) stands for real time bidding. This has undoubtedly changed the world of online advertising since its conception a few years ago. It has also opened my eyes to the idea of automated bid discrimination (FYI – paying more money for some users than others because of their browsing habits and behaviour). This really makes you wonder how valuable you are as a consumer to brands.

HTML & XML – code in short. HTML is what many web pages are written in and there’s lots of talk about coding being taught in more schools. The Observer wrote a good piece about it here and there’s also been a great promo video made by Bill Gates, Will.i.am and Mark Zuckerberg about why code is so important.

RFM – This stands for Recency, Frequency and Monetisation. This is the basis of many tools that work out online customer value. By looking at the recency of visits, regularity of these visits and how much is spent per visit we can work out how likely someone is to purchase one of your products and how important they are to engage with.

PPC & SEO – the two key things to worry about when ‘talking search’. You have Pay Per Click, which is when (as an advertiser) you pay a bid price for key words so that your website ad shows up (in yellow) to a user on a search engine results page.

Then you have Search Engine Optimisation, which is all about making your website as relevant as possible in terms of content, so that it shows up naturally (in white) to a user when they search for things. These are important because they fundamentally change how you perceive search advertising.

So, do these acronyms actually help us?

In my opinion, once you have a grasp of what they all mean, yes it makes things quicker when talking and writing emails. However, I think the main thing to take away from this is that all these acronyms are moving technology forward. It’s a task to constantly play catch up, but we need that challenge, it keeps us on our toes. As technology evolves, so does our language and I’m sure Darwin wouldn’t mind a few acronyms for the sake of evolution.

If there are any terms I missed that you think should have been on my list, please feel free to comment below. Tnx.

Image from: http://teesinapod.blogspot.com/

Five Minutes with a Search Guru

IgnitionOne’s remarkable technology is backed by a global team of online experts, who are constantly building upon the company’s products through their extensive knowledge and expertise.

Based in the IgnitionOne UK office, Judy Chan has been working in the business of Search for the past 9 years in both agency and direct client roles, making her a seasoned veteran of all things PPC and SEO.

Is Search still a relevant channel for brands?

100%.  Search is the core part of any business.  When analyzing click path analysis, how often can you say search was not path of the click path?

Even if you disagree, test and learn.  It’s the only way to understand this fully. A handful of us are analyzing different attribution models, but not enough of us are moving away from the last-click model.  Search has always been one of our measurable channels.  We need to adapt and analyse attribute models to understand the conversion path.  Even for “brand” activity, yes I agree, tracking a conversion is difficult.  However, there are technology providers out there who can match back the analytical/ engagement data against your keywords to give you better insight and help you make better decisions on running search.

Google Enhanced Campaigns – good or bad for search marketers?

It depends on the vertical, to be honest.  A lot of us have spent the last few years breaking out our accounts, i.e. separate accounts for desktop / tablet / mobile.  We did this because we were able to target each device more specifically and become more granular and relevant in our campaign management. It was fantastic; we could suddenly see how CTR was affected. Google Enhanced Campaigns basically means reverting back to how it was, and managing devices at campaign level, the breakout including mobile, and desktop / tablet.

Regardless, Google has made its decision and we need to act as necessary.

Best piece of advice given to you about analysing search campaign results?

Focus on one target.  Try not to add too many variables, i.e. I want a £10 CPA overall, but I also want to monitor these generic terms and change them manually.  Use a technology to help you manage your time better.  You can then focus on strategy, testing and analysis.

We’re in an industry crammed with acronyms, any personal favourites?

SPOT, which is our predictive optimization technology.

This uses predictive bidding models to automate maximum efficiencies from search campaigns.

Does your work in search affect your personal computer use?

Yes!  I’m so analytical about what comes up and which ads I click on: bad habits.  I tend to make more searches to see who appears also, so my exposure sequence is probably 12 on average.  Geek alert.

 

Search Myths Uncovered

By Judy Chan, Head of Search, IgnitionOne UK

Have you ever been given advice that you’re not sure whether to take?  There are many myths and unhelpful assumptions in how to manage your PPC activity.  PPC has a complex structure, with a huge volume of data in constant evolution.  Hopefully with some truths, we can help unravel some myths for you, and support you in managing a successful PPC campaign.

Be visible 24/7 – Not necessarily.  There are two options here for you.  Work out your peak periods: when are your best converting times?  You can then either A) be visible 100% of the time and up-weight budget during these peak times, (i.e. increase budget 5% during 8-9pm) or B) pause the account during periods that are not converting to increase campaign efficiency.

Include an extensive list of broad match terms – Broad match terms are useful in driving traffic to your website.  You can pull the search query report which gives you the actual typed keywords to expand your keyword list for more defined match types to increase quality score.  Make sure you create a supporting negative keywords list across the account to exclude irrelevant traffic.

Create a structure with one keyword per ad group – It is important to have a granular structure so that you can allocate budget accordingly to a group of keywords, however this does not mean that you need to create one keyword per ad group.  Remember, budget is set at campaign level, so if you have top performing keywords within an ad group, you will need to structure the account so that these have maximum budget to convert.  If necessary, move these top performing terms into their own campaigns.  Make sure the structure remains the same so that you have the relevant ad copy and landing page for each keyword.  This is an on-going process as performance of each keyword will fluctuate due to multiple factors including offers, seasonality and price change.

Get ideas from your competitors – Why not?  It’s good to know what you’re competing against.  Understand their USPs and how you can improve on what they are saying.  If you can’t compete with a price or offer in ad copy, then use something more generic.  Test and learn!

Managing your own PPC account in-house is easy – This is really dependent on the size of your account and internal expertise. Agency side will give you knowledge, expertise, cross channel media planning and daily support.  There is obviously a cost to using an agency, but the efficiencies could outweigh what you have in-house.  If you do go in-house, there are technologies out there which can support you in managing your campaigns, such as the Digital Marketing Suite

Focus on long tail keywords – It is important to expand on long tail keywords, but the volume in general will be much lower.  This will be an ongoing process to review your account structure.

Once you have your optimum account, you can review it less frequently–PPC is a continuous cycle.  You can always expand, learn and improve.  Seasonality, offers, price change, new products, competitors will constantly impact your campaign.  Always be aware by checking your campaign daily.

Position 1 is a must – not necessarily as you may be more efficient and profitable in lower positions.  It’s all about a combination of ad rank / quality score / CPC to hit your target.  Using a bid management tool can take the ease out of your day to day tweaking.  The tool will take into account the best CPC formula across your keyword set to meet your targets.  For certain terms you may want to take the strategic approach and maintain the number 1 position.

Make sure you run Google Display Network (GDN) – Treat GDN separately to your PPC campaigns, this will give different results to your PPC activity.  Create separate accounts to run these campaigns with individual budgets and targets.

A new account equals starting afresh with your quality score – True, but if you continue with the same structure you will end up with the same quality score.  Your quality score will only improve with constant optimisation of the account.

Monitor click fraud frequently – Don’t focus too much on this. Google and Y!Bing will have their own internal systems and teams monitoring this for you.  They will update the clicks to reflect this automatically.

Don’t bother with PPC, use SEO instead, it’s free! – PPC can give you instant ads appearing against your chosen keywords and positioning.  SEO is a long-term strategy and takes time and constant monitoring to retain the top position.  Although you may be in position 1 for SEO on certain terms, it doesn’t mean users will see your ad first as there may be multiple PPC advertisers appearing on the same term above your SEO ad.  Again, this is all about testing, and understanding whether running PPC and SEO alongside each other will give you incremental volume. Remember that each keyword will be different.

Remove keywords that don’t convert – Which attribution model is this based on? Most of us are still utilising the last-click model.  If this is the case, then this doesn’t mean these terms have not converted; you need to review your click path analysis.  When looking at a user journey, for example a holiday, which keywords do they type in before booking?  How many different display ads do they click on?  Each of these ads is a part of your click path. As they are different media, focus needs to broaden outside of solely PPC to include other channels such as display, email and Facebook. Take into account all channels, brand and generic terms that contribute to a conversion.  It’s not just Brand that converts.  Allocate part of your conversion to each click path and spend your budget wisely.

Use the best performing ad across all your ad groups – Test and learn!  Ad copy should be tailored specifically and relevantly to each ad group. Regularly rotate ad copy to identify your best performers and use the right tracking sources to support your goals e.g. if focusing on CPA, review your ads on CPA results to optimise and not just on CTR.

Savvy Marketers Drive Attribution with User Engagement Metrics

At the turn of 2011, the buzz word ‘attribution’ began to garner attention as marketers started to realise value in customised attribution modelling. Understanding the true value of individual channels in a final conversion has always been an ideal strived for.

Reliable insight data allows marketers to understand the interplay of each channel, better enabling them to influence their end goals and increase efficiencies. What’s key, however, is that they can do this by allocating budget across those channels (or channel combinations) that drive results. With this in mind, it’s easy to see the flaws in last-click: a legacy solution with no real concept of applying credit where credit’s due.

With just over half of online marketers using custom attribution (72% of which use first or last-click),I’m sometimes left scratching my head wondering what the other half are doing with all their data.The old cliché ‘knowledge is power’ seems fitting about now; there are some justifiable reasons, the biggest being politics within marketing departments (different teams for different channels) and technological limitations (particularly of larger organisations that are heavily reliant on older tools). Of those who are using some form of attribution, only a tiny proportion had any faith in a totally accurate form of modelling being available.  This is the result of the huge variables that go into assigning credit. What is the value of a social media click vs. a brand search vs. video engagement to the end conversion? Do these values change with product or category, time of day or season?

With the insights currently available it’s no wonder that once marketers begin to tackle the issue of Big Data, it presents big fears. Tools and teams are available to marketers through agencies and technology providers who work together to try to alleviate these problems by investing large amounts of time and money in statistical modelling.

Marketers, however, can approach the problem from a different angle. IgnitionOne coined the term ‘attruebution’ at a Jump event hosted by Econsultancy in 2012 when they spoke of the pioneering approach they had taken to tackle the above issues. What if you were able to assess channel engagement by assessing user behaviour online and linking that to the referring traffic source?

IgnitionOne uses standard online media metrics as well as an audience scoring algorithm to determine a prospect’s buying propensity by evaluating the past behaviours of converters and non-converters. This is a big step forward, as many technologies only consider the average 3% of converters typically seen on a website. The data is then used to evaluate the effectiveness of media interactions and provide customer-driven scientific weighting that eliminates the guess work in delivering suitable attribution profiles. With the change in focus from latency and exposure models, it provides a greater insight into the value that is generated with each media touch point.

The graph above demonstrates that although PPC renders the highest conversion rate, it also produces the least amount of user engagement. With this in mind, how valuable was this channel towards the end conversion? Highest engagement was driven by the social channels so what would be the result of reducing budget in this area to increase PPC spend?

Do you really need to attribute your data? The short answer is yes. If not now, sooner rather than later. It’s a bigger priority for certain verticals, and management teams will need to evaluate the percentage of their conversions that are the result of multi-channel interactions. From this they will have a better idea of the ROI from any media investment they make.

When you finally do decide to take the leap and move off the legacy last-click, have a real think about what you hope to achieve. By thinking outside of the box marketers can take advantage of potential insights and use this to drive their hard earned budgets into the areas that they know are producing real results. No more squabbling between internal teams about who should get what, when the data speaks for itself.

Musings of a Digital Newbie

5 Things I have learned in my first month working for a digital

marketing solutions company

  1. Don’t turn up to work in tight trousers on the first day because they will split and you will have to go and buy new ones during your lunch break so that you don’t show all your new team your underwear.
  2. I now see cookies in a whole new light. I thought that a cookie was simply a tasty and highly calorific snack, oh how wrong I was. Cookies make the interactions between the user and the website faster, having the ability to remember preferences, text and shopping basket information. I think cookies currently have a bad rep, but if websites didn’t use cookies the Internet would be a much more frustrating place. It turns out cookies can actually be an incredibly insightful tool for businesses to learn a user’s real interests and act upon this information. In terms of how this can benefit the consumer in the long term, by using cookies, users will be able to see advertising specifically chosen for them, and congruent to their interests – so no more irrelevant annoying pop-ups.
  3. There are so many digital companies out there, all with point solutions and unique angles. I found it tricky at first trying to figure out what each one does by sifting through all the technical jargon and TLA’s (Three Letter Abbreviations). It’s refreshing to be working for a company that does everything under one platform: consolidating online data, conversion optimisation, analytics, managing SEO, PPC and facebook, as well as behavioural attribution.
  4. You can never be too thorough. Mistakes like spelling ‘Stephen’ as ’Steven’ can be the difference between someone replying to your email and not (and thinking you are a mindless idiot) so don’t get the simple things wrong. This is so important in the digital industry which is growing and changing so fast. Doing the right research is also important, making sure you are contacting the right person. I’m finding that job titles can be as puzzling as trying to predict what Lady GaGa is going to wear tomorrow.
  5. This links nicely to the joys of LinkedIn. I have gradually learned how to use it and enjoy finding out lots of information about who’s who in the industry. You can easily spend two hours researching every page on a company’s website, getting the prices for every product, but finding out that the E-Commerce manager used to go to the same university as you and that they have 20 years SEO experience could be even more useful and proves that you’re contacting that person for a reason. It’s also really addictive to check who’s viewed your profile: lesson learned after becoming a little obsessed!

In just one month, my whole perspective of the online industry has been changed. From day one my brain has been inundated with information far more interesting and useful than anything I remember learning in school IT classes. I know I’m touching the tip of the iceberg with regards to the possibilities digital marketing has for the future of advertising. I’ve started my journey in this fast paced industry and having a slightly embarrassing rip in my trousers is definitely not enough to stop me.