Archive for March 2012
In the ever changing adwords system, we were made aware that “Demographic Bidding” is the latest feature to be buried in the adwords graveyard. Though this feature was one of the first to allow marketers to use one of their finest tools of the trade to target their customer, it did not pan out for a number of reasons. We assume that the network was not converting or it simply was not being used to it’s fullest potential. The info that was provided by sites enrolled in it allowed display and content network ads to be displayed across demographic targets so businesses like wedding planner’s could target Females ages 20-35 so on so forth.
The addition of google + has been the assumed replacement for this type of bidding. However we had not seen many clients utilizing this feature and now that retargeting is available in adwords and we are able to target behavior groups, we have a better alternative. As demographic bidding falls victim to it’s own demise we look forward to increased targeting through new Google + features and increased retargeting abilities in the display network. Remember if you are using Demographic Bidding, you will need to save you data by March 28th! Thats Tomorrow! if you save in csv form you can use software like strategy analyzer to analyze your results and compare to future data. For more info from google on the demise of Demographic Bidding visit the Adwords Help page.
by: Kevin Fleming
The main questions we hear with any social media campaign reporting are,”What is the value?” and “Was it profitable?”. Since attribution analytics are still evolving and the number of visits prior to a conversion is increasing, providing a concrete value for any social media campaign becomes more important.
The PPC advantage to Social Media Marketing:
In the CPC model we can see exactly what the cost of a visit is and the end value of the cumulative visits are. We can definitively say that there is a minimum ROI of x percent and this is (or in some cases is not) profitable. There are a few visitors who’s conversions may not be tracked accurately due to a few factors:
1. Call in sales (if call tracking isn’t utilized)
2. Purchase from a separate IP address
3. Return customers that experienced a sales cycle which is longer than the duration of the PPC cookie.
4. Wrongful attribution. Attributing a conversion that started with a sponsored click, to a different “last click” referrer.
Aside from these, there are not many questions in regards to where a PPC conversion came from. Call Tracking is a solution for this first issue and some analytics software such as Yahoo web analytics (was Index tools) can show the behavior of past visits leading up to the final click and can answer many questions about keyword and referrer attribution.
However, in the case of social media a different set of questions go unanswered. The main issues that exist in tracking social media efforts are:
1. What is the value of a visit driven by any social media source? This does not mean visitors or mentions. It means actual value.
2. How do my visitor’s interact with my site, movie’s, apps or events? Does this interaction correlate to conversions and sales?
3. Is my social media marketing driving direct sales or is it even assisting future sales?
4. What social media channel’s drive’s sales?
5. Are the behaviors of visitors from different channels unique?
6. What content works and what content fails? How do we determine success and failure?
7. How are visitors reacting to this content away from the site?
Google Analytics is taking a shot to assist marketers in answering these questions by rolling out a Social Reporting platform. With this platform you will be able to compare social behavior and it’s correlation to conversions to make inferences on the effect on the bottom line. You will also be able to use a referrer string to find whether there are direct sales and assisted sales coming from your social media efforts. The key to this reporting is the social report referral code from a particular social media channel, event tracking and the value of the conversion which is associated with the given goal.
While this report will not be available to everyone for another few weeks in Google’s estimation, you can get a head start by making sure all of your event tracking codes, social interaction analytics codes, goals and goal values are set up. It’s also important to recognize that this will not provide a complete detailed view of profit generated but should bring Social Media one step closer to having detailed profit and analytic reporting. It’s no wonder that this was rolled out after Google+ has had a chance to grow a bit and we expect it to increase the ability for marketers to place a value on Social efforts.
Have you been placing a value on your social media efforts and results? If so how did you determine success and failure of a given campaign?
Please let us know with your comments and give us a like, +1, RT or follow to help us test the new reports!
If you found this post it’s probably because you are searching for support and a solution to your problem: When you get into your Google AdWords MCC account, the system crashes and you get booted back to your home screen.
The mercury browser has no issues logging into AdWords.
I do not know why Safari has this issue, but I’m happy that there is a cheap fix to prevent AdWords from crashing on Apple hand-help devices.
In anticipation of the upcoming SES show in NYC March 19-22, we interviewed Marc Poirier, CMO of Acquisio who will be moderating the panel on “Tools of the Trade for Paid Search” See what he had to say about top features of paid bid management tools and what feels still needs to be done manually.
1) Tell us about how you got into paid search / Acquisio?
“I’ve been involved with Internet Marketing since 1997. I got into paid search specifically as a natural complement to SEO work I was doing for customers in 2003. That was the beginning of the Acquisio adventure, we were an agency at the time.”
2) Before we get talking about TOOLS, what do you feel still needs to be done manually when managing paid search accounts?
“Well, I guess keyword research requires tools for insights and inspiration but it remains very much an activity that requires human brains! Same thing goes for copy writing and for landing page design, and of course test design requires a little thinking. So does KPI setting. Strategy is something very human as well, robots would need way too many inputs to replace a brain :-)”
3) In your opinion what are the top 3 FREE tools for PPC and favorite feature(s)?
- “Spyfu’s historical data is so useful when trying to understand what happened before you came into the picture
- Wordstream’s Free Keyword Tool for keyword research, the sheer volume of suggestions that come out of it is unreal.
- Google Insights for Search is awesome if you need insights into seasonality or geographic differences”
4) For those who are not afraid to put some money toward their tools, What are the top 3 subscription PPC tools for and what features set them apart?
“1. I like Acquisio because it’s my baby :-)
2. Then I think AdGooroo and Spyfu have unbelievable data to help shape strategy
3. Finally I really like what BoostCTR are doing to help squeeze better results from existing ads”
5) What is most important tool and why? Keyword Research, Bid Management, Analytics or LP testing software?
“That depends on what your needs are. Some advertisers don’t really need a lot of keyword research, others can only generate margin by exploring and expanding. Bid management may have no impact or even negative impacts int he wrong hands. Analytics are only as good as the person who deployed the tags and configured the platform, and landing page testing software won’t help you if you have no volume coming through. All these tools play a key role, I would say the most important tool is experience and intelligence.”
6) Where do you feel paid search going? What is the next trend, platform or technology that will have the biggest impact in 2012+?
“I think most PPC management companies have already gone beyond paid search and into social ads and display ads – both are biddable media, and both are gaining in popularity as they can support performance marketing efforts quite well. Paid search alone as a core agency discipline is on its last leg, those who are ignoring everything else that is going on are missing a significant opportunity and their competitors are eating their lunches.
In 2012 I would expect Promoted Tweets to become widely available.”
Thanks for your time Marc, See you in NYC!
Marc Poirier is a professional Internet Marketer with more than a decade experience in the Search industry. He is Co-Founder and VP Marketing of Acquisio where he leads all sales and marketing activities. He will be presenting on “Tools of the Trade for Paid Search” at the upcoming SES NY conference.
Jamie Smith is CEO of Engine Ready, a San Diego based PPC management and SEM agency. A Google certified partner providing profit based PPC optimization services utilizing proprietary research and reporting software. He will be speaking at SES NY on the topic of transitioning from “Search to Social” in the paid search vertical.