The Search Term Report is at the core of optimization. This is getting harder due to changes to match types. Boost your keywords by mastering the Google Search Term Report and find key ways to automate the STR.
HeroConf London 2019 - Why your attribution model sucks how to step beyond da...Booster Box
The choice of the right attribution model is a challenge for most advertisers. We all know the limitation of Last Click attribution model. We will illustrate the limitations of other, more comprehensive pre-defined attribution models such as Time Decay and Position Based or Data Driven. We will share a solution to implement a Markov Chains based approach and will introduce an approach to test a new attribution model.
3 Key Learnings
Overview of attribution models and their limitations
How to implement a Markov Chains
How to test the impact of an attribution model
[SMX ADVANCED - BERLIN 2019] Automate & Scale STR Treasure Hunt - Marco Fri...Marco Frighetto
Search term reports optimisation can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.
The document provides an agenda for a presentation on bidding strategies and automation. It includes sections on auditing current assets for bidding, an overview of Google bidding strategies, choosing the right bid, segmenting campaigns and adjusting bids, and implementing an automated bidding strategy script. It also introduces the presenter and scientific digital marketing agency. The presentation aims to help audiences optimize bidding and automation.
The Secret to Mobile Advertising? Location Location LocationBooster Box
This document discusses four ways to improve location targeting in online advertising:
1. Use clustering algorithms to target areas with high densities of specific business types like car dealerships.
2. Leverage granular demographic data from census records to target neighborhoods by income level or other attributes.
3. Create dynamic ad campaigns tailored to real-time weather conditions in targeted locations.
4. Target busy areas based on foot traffic data to drive more visitors to retail locations during peak periods.
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...Marketing Festival
This document discusses marketing attribution and compares different attribution models. It summarizes:
- Traditional attribution models like last-click and first-click attribution have limitations and do not capture the full customer journey across channels.
- Data-driven attribution models use algorithms and machine learning on large datasets to analyze customer paths and attribute conversions more accurately across channels.
- The document evaluates several attribution models and presents results from applying different models to a client's marketing data, showing how budgets can be optimally reallocated across channels based on each model's findings.
- A data-driven attribution approach using multiple channels and algorithms provides more insights into the customer journey and funnel, allows for more accurate budget allocation, and can improve
Daniel Gilbert - How to build your own automated bidding system in less than ...Marketing Festival
Bidding has become more difficult. With over 1000 changes in AdWords last year, there is a new level of complexity that cannot be managed by any humanoid. With automation now a necessity, Daniel will run through a number of real-world examples of bidding automation. Once you've finished this session you'll have all the tools you need to bid better than 90% of advertisers.
Andrej Pancik - Scaling e-commerce with marketing automationMarketing Festival
1. The document discusses custom Facebook marketing automation for scaling e-commerce. It describes challenges with existing tools, like bad data, lack of the right data metrics, and slow optimization processes.
2. Custom automation was built on top of the Facebook API to automate tasks like A/B testing, scheduling, rules, and templates. This helped address issues and guide bidding and spending more effectively.
3. Sample setups and tools are shown, including ad banner creation, targeting tools, and dashboards. In summary, custom automation was necessary due to limitations of existing tools for optimizing complex e-commerce campaigns at scale.
HeroConf London 2019 - Why your attribution model sucks how to step beyond da...Booster Box
The choice of the right attribution model is a challenge for most advertisers. We all know the limitation of Last Click attribution model. We will illustrate the limitations of other, more comprehensive pre-defined attribution models such as Time Decay and Position Based or Data Driven. We will share a solution to implement a Markov Chains based approach and will introduce an approach to test a new attribution model.
3 Key Learnings
Overview of attribution models and their limitations
How to implement a Markov Chains
How to test the impact of an attribution model
[SMX ADVANCED - BERLIN 2019] Automate & Scale STR Treasure Hunt - Marco Fri...Marco Frighetto
Search term reports optimisation can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.
The document provides an agenda for a presentation on bidding strategies and automation. It includes sections on auditing current assets for bidding, an overview of Google bidding strategies, choosing the right bid, segmenting campaigns and adjusting bids, and implementing an automated bidding strategy script. It also introduces the presenter and scientific digital marketing agency. The presentation aims to help audiences optimize bidding and automation.
The Secret to Mobile Advertising? Location Location LocationBooster Box
This document discusses four ways to improve location targeting in online advertising:
1. Use clustering algorithms to target areas with high densities of specific business types like car dealerships.
2. Leverage granular demographic data from census records to target neighborhoods by income level or other attributes.
3. Create dynamic ad campaigns tailored to real-time weather conditions in targeted locations.
4. Target busy areas based on foot traffic data to drive more visitors to retail locations during peak periods.
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...Marketing Festival
This document discusses marketing attribution and compares different attribution models. It summarizes:
- Traditional attribution models like last-click and first-click attribution have limitations and do not capture the full customer journey across channels.
- Data-driven attribution models use algorithms and machine learning on large datasets to analyze customer paths and attribute conversions more accurately across channels.
- The document evaluates several attribution models and presents results from applying different models to a client's marketing data, showing how budgets can be optimally reallocated across channels based on each model's findings.
- A data-driven attribution approach using multiple channels and algorithms provides more insights into the customer journey and funnel, allows for more accurate budget allocation, and can improve
Daniel Gilbert - How to build your own automated bidding system in less than ...Marketing Festival
Bidding has become more difficult. With over 1000 changes in AdWords last year, there is a new level of complexity that cannot be managed by any humanoid. With automation now a necessity, Daniel will run through a number of real-world examples of bidding automation. Once you've finished this session you'll have all the tools you need to bid better than 90% of advertisers.
Andrej Pancik - Scaling e-commerce with marketing automationMarketing Festival
1. The document discusses custom Facebook marketing automation for scaling e-commerce. It describes challenges with existing tools, like bad data, lack of the right data metrics, and slow optimization processes.
2. Custom automation was built on top of the Facebook API to automate tasks like A/B testing, scheduling, rules, and templates. This helped address issues and guide bidding and spending more effectively.
3. Sample setups and tools are shown, including ad banner creation, targeting tools, and dashboards. In summary, custom automation was necessary due to limitations of existing tools for optimizing complex e-commerce campaigns at scale.
1. Каквo е Attribution и защо да ме интересува?
2. Какви решения за Attribution предлага Google?
3. Как да извлека максимална полза от инструментите, които са ми на разположение?
This document discusses how a company used data from Google AdWords campaigns to improve targeting for UNICEF and Arlanda Express clients. They ingested audience insights into a proprietary data management platform (DMP) to refine user profiles, then pushed this data back to AdWords to improve remarketing lists and campaign performance. For UNICEF, they saw an 8x increase in conversion rate and 1037% increase in ROI. For Arlanda Express, generic keywords saw a 302% increase in click-through rate and 83% decrease in cost-per-acquisition. The company then applied this approach to Facebook using similar techniques to rewrite pixel tracking code and ingest DMP data, seeing a 2.3x increase in conversion rate
Colin Woon - The bigger the business, the bigger the SEO challengeMarketing Festival
The document discusses the challenges of executing an SEO strategy within a large organization like Telefonica Europe (O2). Some key points:
- Bringing SEO management in-house required learning how the large business operates and meeting many internal stakeholders.
- It was important to distinguish between SEO (the function of optimizing a site for search) and organic search (the traffic source), as they have different objectives.
- At O2, most traffic and sales come from brand search terms, but SEO can help optimize performance for generic search queries.
- Leveraging subdomains and partner sites helps control more of the search results for branded keyword phrases.
- Competing for new
Being a respectful digital marketer, you already know everything there is to know about SEMrush, because you use it daily. Well maybe not daily, but still. You love SEMrush and we love you as our loyal user, so why not make some profit from it? You might already know that SEMrush has an Affiliate Program, but if you don't or you want to learn more about it, then here is your chance! In this webinar, Victoria, our Senior Affiliate Program Manager will teach you how you can make a steady income flow by promoting SEMrush!
In this educational webinar, you will learn everything about our Affilaite Program, including:
what is BeRush and why you should join
how to set up your account and compile reference links
tips and tricks on what works better when promoting SEMrush
BONUS: you will also walk away with a set of tools every affiliate marketer, or even just digital marketer, should have in their toolbox.
The webinar will end with a question and answer session, so sign up now and find out what you've been missing!
Embrace Paid Search Automation Or Be Left BehindMatthew Umbro
The terms “automation” and “machine learning” are the trendy topics these days, but many advertisers struggle to understand these concepts. Furthermore, many advertisers don’t know the right balance of automation vs. manual Google Ads management. Between automated bidding strategies, more sophisticated audience targeting, and new ad formats geared toward reducing manual user testing, Google is more than happy to manage your account! Though manual management will always be necessary, advertisers shouldn’t be afraid of this automation wave.
This presentation is full of automation ideas and the data to back up these initiatives. You'll see how automation can help improve performance and save time, while also understanding what manual tasks still need to be completed. We need to embrace automation and machine learning or we’re doing a disservice to our clients and our own personal growth.
Frederick Vallaeys - Will Robots Take Over PPC? What the Future of the Indust...Marketing Festival
This document discusses how automation and artificial intelligence will change pay-per-click (PPC) advertising in the future. It discusses 5 levels of automation for PPC, from monitoring to fully automated accounts. It also discusses how the on-demand economy principles can be applied to PPC by breaking tasks into small freelance jobs. Finally, it discusses how artificial intelligence through techniques like predictive modeling and quality score analysis can improve PPC performance.
The document discusses 7 steps for effective search marketing:
1. Refine keyword bids through testing different bid levels and monitoring volume and efficiency.
2. Target ideal search result positions to increase traffic through higher click-through rates.
3. Optimize ad copy to attract users and drive clicks by addressing their needs and distinguishing your offering.
4. Select keywords that generate the most relevant and responsive traffic.
5. Leverage specialized matching options like phrase and exact matches.
6. Use contextual campaigns to reach users searching related topics.
7. Monitor campaigns for click fraud to ensure costs are well-spent. Automating these processes through tools can help scale efforts.
The Importance of Digital Marketing - TheConversion for UMNPeter Kohar
This pageslide mostly from 2013, eventhough uploaded on 2014
-------------
Nowadays the trend of marketing is changing, people not only doing in TV, Billboards, Radio, etc. They start to see internet marketing is one of the primary source to do marketing. I try to capture all the data that related to this learning, many data forecast that 2014 is the year of digital marketing.
Indonesia is the next big thing in the digital era, many startup grown so fast, yet many dies too.
This document provides an overview of online advertising through RTB (real-time bidding) and Google DoubleClick. It defines key terms related to online advertising payment models and targeting methods. It then explains the RTB process where impressions are auctioned in real-time between demand-side platforms and advertisers. The rest of the document focuses on what Google DoubleClick can provide as a unified platform for online media buying, managing, monitoring and measurement across search, display, video, email and more. It highlights how DoubleClick allows for audience segmentation, bidding based on various data sources, and cross-device attribution.
In this presentation, Hanapin’s Stephanie White and Acquisio’s Nessa Plotkin team up to talk all things bidding, and to share their experience – both powers and struggles – with bidding. You’ll leave with many action items to implement in your PPC accounts.
This document discusses how to track investment in SEO against returns. It provides guidance on predicting organic traffic, analyzing potential income, studying required investment, and tracking performance over time. Key steps include analyzing keywords to predict traffic, estimating timescales to achieve rankings, calculating expected revenue based on click-through and conversion rates, and creating financial models to understand profit/loss and return on investment over various time horizons. Ongoing tracking using tools like Google Analytics is also recommended to compare predictions against actual results.
How to create a full-funnel strategy to boost your Google Ads results. Why a full-funnel approach? What do we need to start? What you should remember when developing your full-funnel marketing strategy.
Pavol Adamcak - How do we fully automate Google Shopping campaignsMarketing Festival
The document discusses automating bidding for Google Shopping campaigns. It proposes building automated bidding by:
1. Setting up product-level campaigns structured by brand and sub-brands with negative keyword lists.
2. Managing the campaigns by assigning priority levels and budgets.
3. Implementing automated bidding by building custom bidding that learns from individual product performance rather than relying on eCPC or target ROAS bidding, which require more data.
First things first - some unique aspect of ad extensions, that even though they are fairly easy to set up and manage, their quality and relevance can make or break a text ad. The good, the bad and the ugly - some examples for ad extensions, best practices from my account manager days. Also a brief view into the future. There cant be a talk without mentioning AI these days. Understand your data - focus on ad extension reporting for detailed insights, and what to draw from that. It takes longer than 10 minutes? Automate it! I will show you an AdWords script that automatically creates product-specific sitelinks for any given AdWords text ad campaign.
In this session you will learn:
- Actionable best practice tips for ad extensions – why a love for detail matters, what has worked and what hasn’t in various industries
- Reporting tips – how to get detailed insights into your ad extensions and what to draw from them
- A script for automatically adding product-specific sitelinks to text ad campaigns
1. The campaign targeted recent college graduates ages 20-29 interested in digital marketing and technology.
2. Three ads were run over three days with a $100 budget to promote Udacity's social media marketing guide and achieve 50 downloads.
3. Ad two performed best, reaching 9,156 people and generating 29 downloads, resulting in a positive ROI of 7.8.
#CNX14 - Get Started with Mobile Marketing: Email, SMS, Push and Responsive E...Salesforce Marketing Cloud
The “Year of Mobile” has come and is here to stay. It’s no longer a question of “if” brands should have a mobile presence, it’s “how” and “when.” In this session, you’ll hear strategies and tactics from brands who have implemented successful mobile marketing campaigns that achieve results.
The document discusses how to optimize paid search ads. It recommends using extended headlines and ad extensions to stand out in the increasingly crowded paid search landscape. Ad extensions like callouts, sitelinks, and structured snippets should complement the main ad messaging. Dynamic search ads are also discussed as allowing for broader keyword coverage through automated generation of headlines based on business data like inventory and prices. The main takeaways are that standard text ads have less importance due to increased real estate, extended headlines should prominently include the main offer, and ad extensions and dynamic ads help ads improve visibility and coverage.
A CRM system helps companies manage relationships with customers throughout the customer lifecycle from marketing to sales to customer service. It provides tools to track contacts, sales, and customer interactions to streamline processes and improve business performance. Implementing a CRM solution can increase lead conversions, customer retention, satisfaction, and lifetime value while decreasing costs by centralizing customer data and enabling better customer support.
How to Start Using Scripts [+Prebuilt Templates Included]Hanapin Marketing
Scripts can be overwhelming to start, but they are the easiest and most profitable way to automate your tasks on a predefined schedule. No computer science skills needed. If you can use Excel, you can understand a script. In this session, Hanapin’s Associate Director of Analytics, and Optmyzr’s Co-Founder, Fred Vallaeys, will give you the pro tips on how to get started with scripts and provide prebuilt examples you can use.
The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn:
- Why post-click optimization is a need and how it leads to personalization
- Common mistakes in today's post-click programs
- Advice for providing relevant post-click experiences for ad programs
Take the "OMG" out of PPC for B2B: Five Strategies for B-to-B Paid SearchTrada
Marketing is different when your customer is another business. In this brief, we'll show you how to use paid search as the basis for a highly sophisticated marketing strategy. With these tips, you will be able to find out where your quality leads are coming from, target stages of the buying cycle, and use your leads from PPC to drive a thoughtful nurturing program.
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
This webinar discusses how to optimize a Google AdWords search campaign. It begins with setting up the initial campaign, including choosing campaign goals and bidding strategies. It then covers understanding campaign reports to analyze keyword, ad, location and device performance. The webinar emphasizes using data from reports to optimize the campaign through bid adjustments, removing underperforming keywords/ads/locations/devices, and scheduling optimizations. Key areas covered for optimization include keywords, ads, cost-per-conversion, impression share, schedules and search terms. The goal is to continuously improve campaign ROI and conversions.
1. Каквo е Attribution и защо да ме интересува?
2. Какви решения за Attribution предлага Google?
3. Как да извлека максимална полза от инструментите, които са ми на разположение?
This document discusses how a company used data from Google AdWords campaigns to improve targeting for UNICEF and Arlanda Express clients. They ingested audience insights into a proprietary data management platform (DMP) to refine user profiles, then pushed this data back to AdWords to improve remarketing lists and campaign performance. For UNICEF, they saw an 8x increase in conversion rate and 1037% increase in ROI. For Arlanda Express, generic keywords saw a 302% increase in click-through rate and 83% decrease in cost-per-acquisition. The company then applied this approach to Facebook using similar techniques to rewrite pixel tracking code and ingest DMP data, seeing a 2.3x increase in conversion rate
Colin Woon - The bigger the business, the bigger the SEO challengeMarketing Festival
The document discusses the challenges of executing an SEO strategy within a large organization like Telefonica Europe (O2). Some key points:
- Bringing SEO management in-house required learning how the large business operates and meeting many internal stakeholders.
- It was important to distinguish between SEO (the function of optimizing a site for search) and organic search (the traffic source), as they have different objectives.
- At O2, most traffic and sales come from brand search terms, but SEO can help optimize performance for generic search queries.
- Leveraging subdomains and partner sites helps control more of the search results for branded keyword phrases.
- Competing for new
Being a respectful digital marketer, you already know everything there is to know about SEMrush, because you use it daily. Well maybe not daily, but still. You love SEMrush and we love you as our loyal user, so why not make some profit from it? You might already know that SEMrush has an Affiliate Program, but if you don't or you want to learn more about it, then here is your chance! In this webinar, Victoria, our Senior Affiliate Program Manager will teach you how you can make a steady income flow by promoting SEMrush!
In this educational webinar, you will learn everything about our Affilaite Program, including:
what is BeRush and why you should join
how to set up your account and compile reference links
tips and tricks on what works better when promoting SEMrush
BONUS: you will also walk away with a set of tools every affiliate marketer, or even just digital marketer, should have in their toolbox.
The webinar will end with a question and answer session, so sign up now and find out what you've been missing!
Embrace Paid Search Automation Or Be Left BehindMatthew Umbro
The terms “automation” and “machine learning” are the trendy topics these days, but many advertisers struggle to understand these concepts. Furthermore, many advertisers don’t know the right balance of automation vs. manual Google Ads management. Between automated bidding strategies, more sophisticated audience targeting, and new ad formats geared toward reducing manual user testing, Google is more than happy to manage your account! Though manual management will always be necessary, advertisers shouldn’t be afraid of this automation wave.
This presentation is full of automation ideas and the data to back up these initiatives. You'll see how automation can help improve performance and save time, while also understanding what manual tasks still need to be completed. We need to embrace automation and machine learning or we’re doing a disservice to our clients and our own personal growth.
Frederick Vallaeys - Will Robots Take Over PPC? What the Future of the Indust...Marketing Festival
This document discusses how automation and artificial intelligence will change pay-per-click (PPC) advertising in the future. It discusses 5 levels of automation for PPC, from monitoring to fully automated accounts. It also discusses how the on-demand economy principles can be applied to PPC by breaking tasks into small freelance jobs. Finally, it discusses how artificial intelligence through techniques like predictive modeling and quality score analysis can improve PPC performance.
The document discusses 7 steps for effective search marketing:
1. Refine keyword bids through testing different bid levels and monitoring volume and efficiency.
2. Target ideal search result positions to increase traffic through higher click-through rates.
3. Optimize ad copy to attract users and drive clicks by addressing their needs and distinguishing your offering.
4. Select keywords that generate the most relevant and responsive traffic.
5. Leverage specialized matching options like phrase and exact matches.
6. Use contextual campaigns to reach users searching related topics.
7. Monitor campaigns for click fraud to ensure costs are well-spent. Automating these processes through tools can help scale efforts.
The Importance of Digital Marketing - TheConversion for UMNPeter Kohar
This pageslide mostly from 2013, eventhough uploaded on 2014
-------------
Nowadays the trend of marketing is changing, people not only doing in TV, Billboards, Radio, etc. They start to see internet marketing is one of the primary source to do marketing. I try to capture all the data that related to this learning, many data forecast that 2014 is the year of digital marketing.
Indonesia is the next big thing in the digital era, many startup grown so fast, yet many dies too.
This document provides an overview of online advertising through RTB (real-time bidding) and Google DoubleClick. It defines key terms related to online advertising payment models and targeting methods. It then explains the RTB process where impressions are auctioned in real-time between demand-side platforms and advertisers. The rest of the document focuses on what Google DoubleClick can provide as a unified platform for online media buying, managing, monitoring and measurement across search, display, video, email and more. It highlights how DoubleClick allows for audience segmentation, bidding based on various data sources, and cross-device attribution.
In this presentation, Hanapin’s Stephanie White and Acquisio’s Nessa Plotkin team up to talk all things bidding, and to share their experience – both powers and struggles – with bidding. You’ll leave with many action items to implement in your PPC accounts.
This document discusses how to track investment in SEO against returns. It provides guidance on predicting organic traffic, analyzing potential income, studying required investment, and tracking performance over time. Key steps include analyzing keywords to predict traffic, estimating timescales to achieve rankings, calculating expected revenue based on click-through and conversion rates, and creating financial models to understand profit/loss and return on investment over various time horizons. Ongoing tracking using tools like Google Analytics is also recommended to compare predictions against actual results.
How to create a full-funnel strategy to boost your Google Ads results. Why a full-funnel approach? What do we need to start? What you should remember when developing your full-funnel marketing strategy.
Pavol Adamcak - How do we fully automate Google Shopping campaignsMarketing Festival
The document discusses automating bidding for Google Shopping campaigns. It proposes building automated bidding by:
1. Setting up product-level campaigns structured by brand and sub-brands with negative keyword lists.
2. Managing the campaigns by assigning priority levels and budgets.
3. Implementing automated bidding by building custom bidding that learns from individual product performance rather than relying on eCPC or target ROAS bidding, which require more data.
First things first - some unique aspect of ad extensions, that even though they are fairly easy to set up and manage, their quality and relevance can make or break a text ad. The good, the bad and the ugly - some examples for ad extensions, best practices from my account manager days. Also a brief view into the future. There cant be a talk without mentioning AI these days. Understand your data - focus on ad extension reporting for detailed insights, and what to draw from that. It takes longer than 10 minutes? Automate it! I will show you an AdWords script that automatically creates product-specific sitelinks for any given AdWords text ad campaign.
In this session you will learn:
- Actionable best practice tips for ad extensions – why a love for detail matters, what has worked and what hasn’t in various industries
- Reporting tips – how to get detailed insights into your ad extensions and what to draw from them
- A script for automatically adding product-specific sitelinks to text ad campaigns
1. The campaign targeted recent college graduates ages 20-29 interested in digital marketing and technology.
2. Three ads were run over three days with a $100 budget to promote Udacity's social media marketing guide and achieve 50 downloads.
3. Ad two performed best, reaching 9,156 people and generating 29 downloads, resulting in a positive ROI of 7.8.
#CNX14 - Get Started with Mobile Marketing: Email, SMS, Push and Responsive E...Salesforce Marketing Cloud
The “Year of Mobile” has come and is here to stay. It’s no longer a question of “if” brands should have a mobile presence, it’s “how” and “when.” In this session, you’ll hear strategies and tactics from brands who have implemented successful mobile marketing campaigns that achieve results.
The document discusses how to optimize paid search ads. It recommends using extended headlines and ad extensions to stand out in the increasingly crowded paid search landscape. Ad extensions like callouts, sitelinks, and structured snippets should complement the main ad messaging. Dynamic search ads are also discussed as allowing for broader keyword coverage through automated generation of headlines based on business data like inventory and prices. The main takeaways are that standard text ads have less importance due to increased real estate, extended headlines should prominently include the main offer, and ad extensions and dynamic ads help ads improve visibility and coverage.
A CRM system helps companies manage relationships with customers throughout the customer lifecycle from marketing to sales to customer service. It provides tools to track contacts, sales, and customer interactions to streamline processes and improve business performance. Implementing a CRM solution can increase lead conversions, customer retention, satisfaction, and lifetime value while decreasing costs by centralizing customer data and enabling better customer support.
How to Start Using Scripts [+Prebuilt Templates Included]Hanapin Marketing
Scripts can be overwhelming to start, but they are the easiest and most profitable way to automate your tasks on a predefined schedule. No computer science skills needed. If you can use Excel, you can understand a script. In this session, Hanapin’s Associate Director of Analytics, and Optmyzr’s Co-Founder, Fred Vallaeys, will give you the pro tips on how to get started with scripts and provide prebuilt examples you can use.
The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn:
- Why post-click optimization is a need and how it leads to personalization
- Common mistakes in today's post-click programs
- Advice for providing relevant post-click experiences for ad programs
Take the "OMG" out of PPC for B2B: Five Strategies for B-to-B Paid SearchTrada
Marketing is different when your customer is another business. In this brief, we'll show you how to use paid search as the basis for a highly sophisticated marketing strategy. With these tips, you will be able to find out where your quality leads are coming from, target stages of the buying cycle, and use your leads from PPC to drive a thoughtful nurturing program.
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
This webinar discusses how to optimize a Google AdWords search campaign. It begins with setting up the initial campaign, including choosing campaign goals and bidding strategies. It then covers understanding campaign reports to analyze keyword, ad, location and device performance. The webinar emphasizes using data from reports to optimize the campaign through bid adjustments, removing underperforming keywords/ads/locations/devices, and scheduling optimizations. Key areas covered for optimization include keywords, ads, cost-per-conversion, impression share, schedules and search terms. The goal is to continuously improve campaign ROI and conversions.
The document provides an overview of Push PPC's digital advertising services, including their strategy development process, prices and packages, and an audit of a client's PPC account. Key points from the audit summary include recommendations to improve the account structure and separate campaigns/ad groups, optimize bidding strategies, expand keyword lists and negative keywords, test new ad formats, and refine conversion tracking. Case studies are presented showing revenue and cost per acquisition improvements for other Push clients across various industries.
Push PPC Proposal. The document provides an overview of Push's digital advertising strategy development process, prices and packages, and a quick overview of their Push PPC proposal service. It details their global experience, values, awards, tools like the Push Analyser for optimizing accounts, and strategies for search, display, video/remarketing, and new opportunities like smart display and responsive search ads.
The document provides an overview of a PPC audit conducted by Push PPC for a client. The summary highlights key findings and recommendations in the audit, including:
1) The client's campaigns and ad groups could be better structured to improve performance and budget allocation across different products and keywords.
2) Keywords are not optimally segmented by match type and some broad match keywords are causing wastage.
3) Budgets and bids need adjustment to achieve better average keyword positions.
4) Non-converting and low quality keywords, duplicate keywords, and negatives could be better managed.
5) Ad extensions are in place but ads are not adequately optimized or split tested. Mobile performance needs work
Bing makes up 30% of your pay-per-click portfolio.
Learn to optimize Bing to within an inch of its life.
Monitor budget split on Bing and Google: Drive volume and low-cost conversions across networks.
Maximize yield: Is your campaign reaching its full potential? Share Voice Metrics can give you actionable insight at every level.
Zero-effort optimization: Proactive Bid Recommendation tool identifies keywords "on the cusp of greatness".
Get really advanced: Bing Ads Intelligence changes the way you understand your business and your buyers.
In this deeply technical, hands-on webinar, Trada and Bing will show you how to maximize profitability on Bing Ads, while reaching 53 million unduplicated users.
This document provides a 5-step guide to analyze and eliminate wasted spending on Google Ads. It begins with an introduction on how advertisers can save millions by optimizing bids. Step 1 involves analyzing keyword level efficiency by revealing the percentage of spending on non-converting keywords. Industry benchmarks suggest B2B advertisers typically see 60% of spending this way, while B2C retailers see 15-30%. The document then outlines the other 4 steps to analyze location, time/day, device efficiency and identify opportunities to improve returns.
The audit found that the client's PPC campaigns lacked structure and organization, with all products grouped under broad match keywords and limited by budget, preventing many products from receiving exposure. It provided recommendations to separate campaigns and ad groups by product type and brand to better control spending. The audit also identified opportunities to improve ad extensions, negatives, remarketing strategies, and the use of scripts to automate bidding and optimization processes.
SMX Advanced Europe 2019 Automate and Scale Google Ads Search Term ReportBooster Box
Search term reports optimization can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.
Awesome Reporting for Winning at PPC #HeroConfKoozai
Whether you are a seasoned PPC pro or you are just getting started, you need to be reporting like a rockstar. Understanding the data you are presented with is paramount when it comes to paid search; the decisions you make need to be informed and backed with stats. There really is no need for the guessing game with all the tools available to us. You'll learn:
- How to report findings in an actionable, specific way to each type of audience (colleague, boss, client, potential client).
- Ways to use Google AdWords, Google Analytics and Excel in partnership to get the most out of your data.
- Why it's beneficial to use audit checklists.
Dustin workshop defining expectations & providing value through metricsfuzeconf
Dustin Ratzlaff discusses tools that can help track return on investment for digital marketing campaigns, including call tracking, UTM parameters, event tracking using Google Tag Manager, and Hotjar for visual analytics. These tools allow marketers to better understand user behavior and connect data to campaign objectives identified through a COS (Challenges, Opportunities, Strengths) analysis with clients. The presentation provides examples of how each tool can be implemented and the insights they can provide to improve campaign performance and measure results.
With content from Brad Geddes, author of Advanced Google AdWords, Matt Heinz of Heinz Marketing, Terry Whalen and Joey Muller of CPC Search and Brad Cohen of Janrain, pay-per-click pioneer Trada has worked with the pros in the PPC world to find the underrated tools the most successful marketers are using today. Come prepared to learn, leave prepared to get to work!
This webinar is for marketing leaders in sophisticated marketing organizations–or marketers who are looking to step up their game.
- Where you're losing impressions and WHY: this report and pivot table will change the way you measure PPC
- A/B testing, micro-targeting on keywords and user intent: this tool does it all AND it's affordable
-The social sharing site that creative directors use to pioneer ad copy content
- Segmentations based on your actual buyers: tools that pull social and custom profile data allows you to reach more customers who will BUY NOW
How Much Should I Spend? Answering the Eternal Question for Your SEM CampaignsDigital Reach
Determining budgets for new digital marketing campaigns can be a daunting task, even for the most experienced marketing teams. Your team faces two main challenges: Are we spending too little? Or are we spending too much? Spending too little means you could be missing out on profitable business, while overspending runs the risk of reaching diminishing returns (where leads become less profitable).
How to set up a PPC Account - Nov 2012Chris Thomas
This is a presentation I did at Online Marketer in Melbourne, Australia. November 2012 to some beginners. It covers a brief history of PPC and how to set up a PPC account from scratch as well as optimising tips once you're up and running.
This document summarizes a presentation about optimizing Amazon PPC campaigns. It discusses:
1) Testing different bid amounts to determine the ad position achieved at each bid level and the frequency of appearance. Higher bids resulted in ads appearing more often in higher positions.
2) Factors like budget and desired visibility determine the optimal bid level. For consistent top visibility, a bid of $1.50 was needed.
3) Amazon treats singular and plural keywords the same, so bidding differently can result in the higher bid winning for both.
4) Creating a spreadsheet to track product properties like size, color, etc. and using this to negatively target expansions and related terms for sibling SKUs to improve
This document provides 15 tips and tricks for pay-per-click (PPC) campaigns, including using negative keywords, phrase and exact matching, dayparting and geotargeting ads, creating optimized landing pages, and testing campaigns regularly. It also introduces Trada, a marketplace where PPC experts can work on advertiser campaigns and earn money based on performance.
Intro to Search Engine Marketing (SEM), pay-per-click advertising and Google Adwords for Troy Henikoff's "Entrepreneurial Tools For Digital Marketing" course at Northwestern's Kellogg School of Management. Elan Mosbacher. VP of Marketing @ SpotHero. January 2016.
This document provides information on a PPC proposal from Push, including their strategy development process, prices and packages, an overview of Push, a PPC audit, and new opportunities. It highlights Push's focus on digital advertising since 2007, their values and industry recognition. It also outlines their global expansion support, account management process, use of scripts and tools for optimization, and exploring other advertising channels like display, video, and remarketing. Pricing packages ranging from £997 to £9997 are presented for PPC management services.
[Elite Camp 2016] Johnathan Dane - The PPC Thermometer - Why You Should Care ...CXL
Managing millions in PPC ad spend allows for some interesting results. Knowing which combination of PPC placements, offers, ads and more that work best, will help you get the right people into the right parts of your conversion funnel. Plateauing your PPC performance is a fairytale, and Johnathan will show you how to keep getting more and more ROI from your PPC efforts.
Why a full-funnel approach? What do we need to start? The key ingredients are starting from the bottom, remarketing, and lookalikes. Here are 5 tips to keep in mind when developing
your full-funnel marketing strategy.
SMX Advanced - ROAS is dead. Welcome FUMOAS.Booster Box
Problems with Performance Marketing: relying on ROAS, Luddism, relying only on Google’s algorithms, forgetting about audiences, not challenging the data, relying on third party data.
The Solution in 3 steps: Define Success, Connect Audience Data to Platforms, and Connect Business Results to Platforms.
WMF 2020 - PPC Principles of Investigation, la checklist vincente per analizz...Booster Box
The document discusses the principles of performing an investigation into issues with PPC accounts. It outlines a root cause analysis (RCA) process involving defining the problem, limiting the scope, and investigating through before/after analysis and comparing impacted vs non-impacted campaigns. The goal is to identify the root cause rather than just addressing symptoms. Key steps include understanding the trigger, problem definition, asking questions, and using data visualization and filters to find the "smoking gun".
WMF 2020 - Come misurare l'impatto incrementale dei tuoi ad Facebook nelle ca...Booster Box
GA is a powerful tool but has limitations when it comes to accurately assessing FB’s true value. How can we measure the incremental impact of Facebook ads effectively? Consider the three following aspects: Geo Treatment Test, Facebook Lift Analysis, Markov Cross Channel
Predict How Your PPC Campaigns Will be Affected by COVID-19, assess the impact of COVID-19 on your campaigns, manage geographical restrictions affecting shipments using our script, and more.
SMXL Milan - How to Predict Your Quality Score before you have your first imp...Booster Box
Quality score is the magic behind Google Ads. Quality Score can be reverse engineered in the main components. CTR is a big portion of it. We present a script to predict ad-query relevancy and CTR on Ads that have never been run before.
Offline Data: high octane fuel for your performance marketing engineBooster Box
This document discusses how offline data can be used to improve performance marketing. It provides examples of using K-means clustering to target areas with high densities of car dealers, micro-targeting neighborhoods based on income data from census records, incorporating weather data to target ads for weather-sensitive products, and using Google Maps busy-ness data to target ads towards busy retail locations. The overall message is that offline data sources can provide valuable location and context information to improve targeting for online advertising campaigns.
If you're seeing good results from your Facebook and Google advertising, then congratulations! Now the hard work really begins. In this presentation we will share a couple of tactics to scale PPC Campaigns
Le keyword negative possono distruggere o accelerare la performance di una campagna. Solitamente le keyword negative vengono aggiunte ex post, spesso manualmente, dopo che l'errore è stato fatto. Vengono presentate varie tecniche per automatizzare l'identificazione delle KWs negative ex post. Inoltre si suggerisce una metodologia innovativa per essere proattivi nell'identificazione delle KWs negative
Creare un Sistema di Bidding AutomatizzatoBooster Box
AdWords è sempre più complesso. Le opzioni di bidding si sono moltiplicate e decidere il bidding ideale è sempre più difficile. La scelta è ampia: manual CPC, enhanced CPC, automated rules, AdWords scripts, bid simulator, bid adjustments, smart bidding con target CPA o target ROAS. Per non considerare automated bidding offerto da terze parti. In questa sessione discutiamo di come scegliere il sistema di bidding più appropriato e costruire un sistema automatizzato per i nostri obiettivi.
SMXL Milan 2017 - Sleep better at night knowing your brand is safe on the Go...Booster Box
Running paid advertising for a large operation means having your products appearing on tons of sites every day. This could potentially result in showing ads next to inappropriate content that could potentially hurt their brand. While some targeting options in AdWords could help avoiding such situation, a 100% safe solution does not exist. In the past months weeks this has caused more than one headache in the industry resulting in brands & agencies to pull spend from Google. In this presentation we share how our machine learning solution helped our clients gaining back control on where they were showing their ads.
PPC Ad Testing Scientifico: tenere lontano dalla portata dei creativiBooster Box
Perchè fare Ad Testing è importante - Quali tipi di Test: Single vs Multi-Ad Group Testing, Segmentation - Definizione delle metriche di valutazione (CTR, CPA, NRR etc) - Set Up: scelta del campione, definizione delle ipotesi, distribuzione delle impressioni - Definizione Minimum & Maximum Data - Identificazione della variazione vincente: rilevanza statistica, intervalli di confidenza - Come e quando scalare i risultati
Come utilizzare le parole chiave migliori oltre la rete di ricerca?Booster Box
Molti account faticano ad ottenere performance elevate al di la' della Rete di Ricerca. Vediamo insieme 3 tattiche estremamente efficaci per utilizzare al massimo le parole chiave che performano meglio sulle campagne di ricerca, estendendone l'efficacia anche alla rete Display.
5 challenges and opportunities that international campaigns offer:
1) Target Language Minorities with Secondary Language. English speaker in Netherlands and Polish expats in Ireland, Turkish in Germany and Arabic in France: having international campaigns unlocks languages minorities with lower competition. What languages should be prioritised? How to maintain consistency?
2) Ad Testing Opportunities. Going beyond your domestic market offer new testing opportunities: far from home we dare to test new products, new pricing methods, new product positioning.
3) (Almost) everyone speaks english. Cross Pollinating english keywords in international campaigns is an easy fix to bring incremental conversions
4) Currency fluctuation: the hidden force that can make or break or bidding system.
5) Reflecting cultural and language differences, while keeping a consistent overarching strategy.
- Naming convention and unified account structure for making reporting easier.
- Making sure to reflect key messages in the localization process
- Search Term report across 35+ languages
- Maintain a consistent product positioning after hundreds of ad tests
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
3. Advisor for Google’s own
equity fund Capital G.
Who am I…
Gianluca
Voted 2nd Most Influential
PPC Person in 2019.
Binelli
4. We’re the best* scientific performance marketing agency
Who is Booster Box...
* we are the best according to our mums and now that we’ve won an award as the Best small PPC agency in Europe, it’s official: mums are always right.
That’s quite a mouthful, but it’s just a way to say that we love
numbers and the scientific method.
We have been running wildly successful international Paid
and Brand Media Campaigns since July of 2016
5. 1. STR is at the core of optimization
2. This is getting harder due to changes to match types
3. Key ways to automate the STR
Agenda
21. The bigger the number of KWs, the better
advertise my website website advertising website marketing
Search Terms
Keywords [advertise my website] [website advertising] [website marketing]
22. Block bad search terms
+advertise
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Count of words in Keyword
[best online advertising]
“free”
24. Keywords are getting less “matchy”
N. of Triggering Queries per KW
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
2019
Similarity
between
KW
and
ST
25. Keywords are getting less “matchy”
N. of Triggering Queries per KW
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
Similarity
between
KW
and
ST
BMM = BROAD
26. Keywords are getting less “matchy”
Before Now
KW
QUERY QUERY
KW
QUERY
KW
QUERY
KW
QUERY
27. This used to be a good plan
advertise my website website advertising website marketing
Search Terms
Keywords [advertise my website] [website advertising] [website marketing]
28. Less so now
advertise my website
Search Terms
Keywords [advertise my website]
website marketing
[website advertising] [website marketing]
website advertising
29. So, actually more like this
Search Terms
Keywords
website marketing
[website advertising] [website marketing]
website advertising
advertise my website
[advertise my website]
34. Dispersion Index
DI =
Identify queries triggering certain keywords that are not containing the initial
keyword
SUM OF IMPRESSIONS
from Queries not containing the initial KW
TOTAL KW IMPRESSIONS
37. Dispersion Index
1000
800+30
a) +CAR Tot Impressions = 830
b) Impressions from Queries not
containing the keyword + CAR = 30
CAR VEHICLE
+CAR +VEHICLE
0.8
0.3
100
38. Dispersion Index
1000
830
a) +CAR Tot Impressions = 830
b) Impressions from Queries not
containing the keyword + CAR = 30
c) DI +CAR
= 30/830 = 3.6%
CAR VEHICLE
+CAR +VEHICLE
0.8
0.3
100
41. Do you really think that manually
doing the Search Term Report is
a good idea?
Imagine you could spend the
hours needed to find the right
keywords in watching cat
videos…..
47. Identify Underperforming Queries
A query can be considered Budget Burner
when is underperforming either in terms of Conversion or CTR
BUDGET BURNERS
48. Identify Underperforming Queries
A Query can be considered Budget Burner when is
underperforming either in terms of Conversion or CTR
CTR KILLERS
Query CTR < AVG Ad Group CTR
LOW PERFORMERS
CPA > n*tCPA or ROAS < ROAS/n
0 PERFORMERS
Conversion = 0
50. Identify New Performing Keywords
A Query can be considered Money Printer when it is delivering
enough volume of Conversions and is below tCPA/above tROAS
MONEY PRINTER
51. 2 Options ahead
1. Add the keyword in the AdGroup
a. If we operate with DKI
b. If we operate with non-manual bidding
2. Create a dedicated AdGroup
52. 2 Options ahead
1. Add the keyword in the AdGroup
a. If we operate with DKI
b. If we operate with non-manual bidding
2. Create a dedicated AdGroup
57. n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
58. n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
59. n-Gram
how (3)
to (3)
online (4)
advertising (2)
...
how to do online
advertising
how to advertise online
online advertising
how to advertise
ad online
STR UNIGRAM
60. n-Gram
how (3)
to (3)
do (1)
online (4)
advertising (2)
...
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
how to (3)
online advertising (2)
...
UNIGRAM BIGRAM
64. how to do online advertising
how to advertise online
how
online
advertise
Smarter than n-Gram….Smart n-Gram
65. how to do online advertising
how to advertise online
how
online
advertise
Smarter than n-Gram….Smart n-Gram
WORD
ROOTS
66. how to do online advertising
how to advertise online
how
online
advertise
Smarter than n-Gram….Smart n-Gram
WORD
ROOTS
> Create new broad keywords
> Block low intent language
69. 1. STR is at the core of optimization
a. Block bad search terms
b. Create new keywords
c. Show the right ads to the right person
2. This is getting harder due to changes to match types and data
limitations
3. Key areas to automate
a. Find budget burners
b. Find top performers
c. Find patterns with N-Grams