Effective digital marketing can only be accomplished by leveraging the strength of data and the beauty of art, and the easiest method to foster improvement in these areas is always to start conversations with our peers. Each week, we’ll throw several DARTs at the wall and hope you’ll join the conversation. This will include interesting things we discover, are planning on, or are actively using in our digital marketing campaigns. Hopefully that our short updates will spark some inspiration following a long week.
AdVenture Media Group Accepted As Google Premier Partner Agency. Earlier this week, we was rewarded with all the highest level Google Partner status. Basically we have invariably been PPC company, this new accreditation is a nod to our own efforts as an agency having an advanced understanding of the different Google advertising products and delivery of exemplary results through our substantial client base.
Search Talk Live. Earlier this week, I was a guest on the popular digital marketing podcast, Search Talk Live. I joined hosts Robert O’Haver and Caleb McElveen to discuss the wonderful topic of remarketing. During the hour-long interview we covered a bunch of ground including the behavioral psychology of web browsing, dynamic remarketing, advanced audiences in Google Analytics, RLSA, managed placements, and even a promotional conspiracy theory (more about that below). You can access the podcast through their site, iTunes, or wherever else you receive your podcasts.
Google Shopping Strategy We’re Recommending:
RLSA in Google Shopping. Many advertisers overlook using Remarketing Lists for Search Ads (RLSA). We recommend not only adding remarketing audiences for your Search campaigns, but testing this inside your Google Shopping campaigns too. Previous visitors, and most importantly, past purchasers, happen to be knowledgeable about your brand and possibly very likely to convert on your own site. They may even have an account registered together with you, dramatically simplifying the conversion process. When these users are back looking for your products, you might like to bid more aggressively on your own ads to improve your audience click-through-rate.
Google Attribution Update We’re Thrilled About:
It’s quite effective, but so far it’s been a genuine pain inside the butt to put together since there were three confusing code changes that the developer would need to implement on the site. The code would often get altered as clients updated their websites, and it was not possible to set this up through Google Tag Manager.
Facebook and Instagram are listening to us. We’ve been keeping tabs about this for several months now, and I’m finally in a point where I will speak about it publicly without sounding just like a crazy person, hopefully. Most of us are completely convinced that Instagram (owned by Facebook), is utilizing their microphone feature to get on keywords in your offline conversations and tailor ads to you based upon a matching algorithm.
People in the industry have adequate of the knowledge of how this technology functions to suggest that there is no explanation or coincidence for the truth that we’re seeing ads for brands and merchandise we’re referring to offline. We should also allow it to be clear we have nothing to concern yourself with, but more about that later.
Here’s a good example. This past weekend, a buddy of mine was telling us a story about getting sneezed on while riding the subway and getting to find hand sanitzer in Penn Station. He mistakenly said the term purina when qqdpog intended to repeat the word purell, and that we joked about the idea of him running around desperately seeking cat food to wash his hands.
Few things worth noting: Facebook has acknowledged they have the capacity to get this done, but they’ve Released Statements proclaiming that they are doing not. Also, listening isn’t really the best choice of words. There are no Facebook employees with headsets on shouting to 1 another, “He just said Purina! Send him a Purina ad!” It’s all algorithm based keyword targeting.
So this is not to say that we’re at an increased risk, or that we genuinely have anything to concern yourself with. Our way of life are going to become increasingly more entrenched in artificial intelligence, and we’re more satisfied visiting terms with that fact (if you use Google Maps to obtain around or have ever used Spotify or Pandora, you’re secretly an enormous fan of AI, even if you don’t know it yet).