Category Archives: Uncategorized

Digital Marketing News: Salesforce’s New Brand Trust Study, Twitter’s Business Playbook, WhatsApp Status Ads, Updates From Facebook & LinkedIn & More

2019 September 20 MarketingCharts Chart

2019 September 20 MarketingCharts Chart

About 1 in 4 Consumers Say They’ve Made A Purchase After Hearing A Podcast Ad
Roughly a quarter of consumers have made a purchase after being exposed to a podcast ad, and about one in three say they find podcasts ads to be more engaging than other formats, according to newly-released survey results. MarketingCharts

Poor Data Quality: Marketers Waste 21 Cents Of Every Dollar Spent On Media
Some 65 percent of marketers see high-quality data as the most important element for campaign success, while also estimating that roughly 21 percent of marketing spending goes towards poor quality data, two of the findings in a new report about marketing data quality. MediaPost

Will WhatsApp Status Ads Be a Good Fit for Promotions?
As WhatsApp’s Status ads — the messaging firm’s “stories” format — have seen increasing use by marketers, privacy concerns remain, and eMarketer looks at WhatsApp content, and why people unsubscribe from mobile messaging. eMarketer

Twitter Launches New ‘Agency Playbook’ to Help Businesses Better Understand the Platform
Twitter has released an updated edition of its agency playbook guide for businesses, including new overviews of various advertising options and the likely results for each type, the firm recently announced. Social Media Today

Consumers’ Trust in Brands Has Fallen to a New Low. Surprised? Probably Not
54 percent of consumers believe that companies don’t have their best interests in mind, one of several signs of low brand trust revealed in Salesforce’s new “Trends in Consumer Trust” study, and Adweek takes a look at how marketers are working to adjust. Adweek

Are B2B marketing rules different from B2C?
An examination of the nuanced similarities and differences between B2B and B2C marketing rules, and how they are converging, as The Drum digs in with Linkedin Marketing Solutions’ (client) Alex Sibois. The Drum

2019 September 20 Statistic Image

Google Updates Quality Rater Guidelines: Reputation for News Sites; Video Content Updates; Quality for Information Sites
Google recently released an update to its search quality rater guidelines documents, one of the human-feedback elements the search giant uses to surface top search results, and SEM Post takes an in-depth look at the many new changes. The SEM Post

Despite big spending on digital, brands still aren’t sure how to measure cross-channel campaigns
While digital advertising has seen significant spending growth, it’s remained a challenge for brands advertising in multiple channels to accurately gauge success, and new study data from Kantar looks at how marketers are working to implement better cross-channel measurement solutions. The Drum

Facebook video marketers get new tools, metrics for Live, Watch Parties, Creator Studio
Facebook recently releases an array of new features that may affect how digital marketers utilize the platform, including new rehearsal video features that make practice-run testing possible, add Live API and Watch Party metrics, and bring updated Creator Studio tools, among other additions. Marketing Land

LinkedIn Publishes New Checklist for Tech Marketers [Infographic]
55 percent of B2B decision-makers view thought leadership as important when it comes to vetting vendors, and some 90 percent of B2B technology buyers take their search outside buying committees, two of many insights included in a new Enlightened Technology Marketer report from LinkedIn (client). Social Media Today

ON THE LIGHTER SIDE:

2019 September 20 Marketoonist Comic

A lighthearted look at the state of e-commerce by Marketoonist Tom Fishburne — Marketoonist

Teach your children (to tweet) well. Today’s Cartoon: September 19, 2019 — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Turn Euphoria into Action — LinkedIn (client)
  • Lee Odden — B2B Influencer Marketing Adds Up To Nurture and Ultimately Conversion — WebProNews
  • Lee Odden — Eight Colors That Will Brightly Grow Your Personal Brand — Forbes
  • Lee Odden — How Brands Can Get AMAZING Content From the Influencers they Hire: Advice from Dear Mishu’s Dad & Friends — Dear Mishu Dad
  • Lee Odden — What Customer Experience Management Means For Today’s Business Ecosystem [Video] — Adobe Experience Cloud

Have you found your own leading B2B content marketing or digital advertising stories from the past week?

Thank you for joining us, and please return again next week for more top digital marketing industry news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Salesforce’s New Brand Trust Study, Twitter’s Business Playbook, WhatsApp Status Ads, Updates From Facebook & LinkedIn & More appeared first on Online Marketing Blog – TopRank®.

How to Create a Successful B2B Campaign on LinkedIn

If you’re a B2B advertiser starting your first campaign on LinkedIn, there are key components you should know before you begin advertising. The most valuable element about LinkedIn is its powerful interest-targeting capabilities available on the platform for advertisers. For instance, you can target LinkedIn members based on the information stated on their profile, such as their job title, job seniority, skill-sets level, current company, industry, and more. It might sound simple enough to advertise on LinkedIn, but it can be challenging as its functionality differs from other platforms. Here are the steps to take in order to achieve success within your campaign.

Setting Your Campaign Up for Success

Before you choose your campaign objective, first establish the main Key Performance Indicator (KPI) you want to track, and measure within your campaign.

LinkedIn provides three objective pillars to help you find the objective that best aligns with your KPI goal.

Screenshot of LinkedIn's three campaign objective pillarsScreenshot of LinkedIn's three campaign objective pillars

Once you’ve selected your objective, you can then determine what metrics you should be tracking to measure success. Here’s a quick breakdown:

Chart showing what success metrics you should use for each LinkedIn objectiveChart showing what success metrics you should use for each LinkedIn objective
*Total Conversion Value and Return on Ad Spend metrics are available if you add the total Conversion Value when you create conversion tracking within your campaign (keep reading to learn more).

How Can You Add Conversion Tracking to Your Campaign?

You will first need to implement conversion tracking by enabling your site-wide Insight Tag. For reference, an Insight Tag is when you add a LinkedIn tag within your website to track visitors. Or, if you are tracking by event,(i.e., button click) you will need to install the code on the backend of your website or within a tag manager platform. Once you created a conversion tracker, you will need to assign it to the campaign(s). You can add the conversion tracking, which is located on the bottom of the page when you create a campaign.

Screenshot showing where to find the conversion tracking option in LinkedInScreenshot showing where to find the conversion tracking option in LinkedIn

Targeting and Segmentation Opportunities

You should only implement LinkedIn’s targeting capabilities once you understand how to use them effectively. If you don’t know how targeting efforts work on LinkedIn, you may struggle to find audiences that convert well on your campaigns. In this section, we’ll learn how to avoid making mistakes.

Matched Audiences

Matched Audiences consist of website visitors retrieved by the LinkedIn Insight Tag or customer lists uploaded onto the platform. (Note: these audiences are typically small, so make sure to combine audiences, such as all customer lists or website visitors, to build a bigger targeting pool.)

Once you establish your Matched Audiences, they can then be used to create lookalike audiences, where LinkedIn will find similar audiences based on these criteria. These audience sizes are bigger, but in our experience, We found that CPM is relatively higher compared to interest audiences.

Interest Audiences

In our experience, Interest Audiences is the best targeting capability within the platform because the CPM and CPC are less costly. With Interest Audiences, LinkedIn’s algorithm can target users based on their profile, which users update frequently. With this targeting option, one key element you must keep in mind is when you should use the “AND” or “OR” functionality within the platform.

Screenshot showing where to find the AND and OR functions in LinkedIn Interest AudiencesScreenshot showing where to find the AND and OR functions in LinkedIn Interest Audiences

Using the example below, you should use the “OR” function to find audiences at the executive level (e.g., Job Seniority) as well as audiences whose current job titles include Agricultural Engineer, etc. The “AND” function is used to notify LinkedIn to find audiences who meet the criteria above (Job Seniority/Job Title) only if they work in the selected industries (e.g., Agricultural Industry).

Screenshot showing an example of how to use the AND and OR functionality in LinkedInScreenshot showing an example of how to use the AND and OR functionality in LinkedIn

Here are a few Dos and Don’ts when targeting on LinkedIn:

  1. Do keep your targeting broad when creating your first campaigns. This will allow you to understand what type of users are viewing, clicking, or converting through your ads.
  2. Don’t overly-narrow your audience when creating your first campaigns. You want to accumulate as much insight as possible, such as who is viewing, clicking, or converting on your ads.
  3. Do combine targeting options to find the right audience. For example, if you select Job Seniorities, you want to combine it with either Job Functions, Company Industries, Member Skills, etc. (e.g., Job Seniority: VP and Director level with Job Function: Engineering).
  4. Don’t target everyone. By doing this, you will show your ads to users on the platform who may not be your target customers. This will result in not using your budget efficiently, which can, in turn, be a waste of money if those users do not become customers.
  5. Do exclude current employees and competitors. This will help you use your budget more efficiently.
  6. Don’t overly-narrow your exclusions. As mentioned before, if you narrow your audience in the beginning, there will be missed opportunities in reaching potential audiences.

Promote Content that Resonates with Your Audience

It is crucial to test creatives (depending on the ad format you choose) within the ad to identify what type of content resonates best with your audience. But how can you promote the best content for your audience? Let’s use the Direct Sponsored Content (DSC) ad format as an example.

Screenshot example of an ad format on LinkedInScreenshot example of an ad format on LinkedIn
Image courtesy of https://www.linkedin.com/help/linkedin “Advertising Specifications for Sponsored Content”

With DSC as an example above, you can evaluate different components within the creative such as messaging, landing page, and image/video to find the right content that resonates with your audience. The best way to find this is to test different variations within the creative.

Below are vital steps and an example of what you should test, and how:

  1. Always test at least two versions of ads. This allows you to get insight into what type of content is performing best.
  2. Make sure the content on your ad matches the landing page.
  3. When testing ads, you need to test at least one variation of creative. Using the DSC ad format as an example, here are different variations you can test within the platform:
    • Creative A: Ad Copy 1, Image A; Creative B: Ad Copy 2, Image A
    • Creative A: Ad Copy 1, Image A; Creative B: Ad Copy 1, Image B
    • Creative A: Ad Copy 1, Image A, Landing Page 1; Creative B: Ad Copy 2, Image A, Landing Page 2

Measurement and Optimization

Lastly, while your campaigns are running, regularly monitor performance based on your main KPI goals.

Here are a few key points to measure and optimize your campaigns effectively:

  1. Run campaigns for at least two weeks to retrieve significant data insights.
  2. Pause underperforming ads within your campaign and create new ads to test based on what is performing well.
  3. Ensure that you are switching up your ads often. I recommend at least once or twice a month.
  4. Ensure you are testing different audiences. This will allow you to measure the effectiveness of the audience and optimize performance based on the insights you’re seeing.
  5. Make educated decisions based on your main KPI goals which help you identify whether your campaign, audience, or ads are working or not. One way you can evaluate performance is by using LinkedIn’s tool called Demographics. You can find this tool on the top menu bar within Campaign Manager. This feature showcases demographic information (e.g., based on Job Function, Job Title, etc.) of your audience who viewed, clicked, or converted on your ad. By using this tool, you can analyze audiences and optimize your campaign based on your findings.

Screenshot showing how to locate LinkedIn's Demographics toolScreenshot showing how to locate LinkedIn's Demographics tool

Screenshot showing LinkedIn's Demographics tool optionsScreenshot showing LinkedIn's Demographics tool options

To Recap

Before you begin advertising on LinkedIn, start by identifying your KPI goal. You’ll be better equipped to evaluate performance based on your campaign objective, targeting, and ads. Be sure to set up conversion tracking, and explore targeting and segmentation opportunities once you are familiar with them. Make sure your content is appropriate for your audience, and assess your campaign’s performance by testing and optimizing. This means testing different targeting efforts, creatives, and pausing underperforming campaigns.

And there you have it. Now that you’ve learned the fundamentals of LinkedIn, you’re ready to start advertising.

The post How to Create a Successful B2B Campaign on LinkedIn appeared first on Portent.

Why You Need Negative Keywords for Amazon Advertising

Amazon has continued its dominance, moving up to the third-largest advertising platform behind Google and Bing. In 2018, Amazon reported $10 billion in revenue in advertising. This puts them right behind Google and Facebook in terms of advertising dollars spent. If you are new to Amazon Advertising, it’s great to know the basics first, before showing you how to optimize your spending more efficiently.

After understanding the fundamentals of Amazon Advertising, it is crucial to know how to spend your advertising budget more efficiently. One of the best ways to do that is by using negative keywords. Negative keywords should be on the top of your list. But first, you need to know what they are, why you need them, when you should use them, and how to build them.

So, What Are Negative Keywords?

Negative keywords on Amazon work similarly to how they do in Google Ads or Bing Ads. They prevent your ad from showing up on the Amazon results page when users search for those keywords. For example, let’s say you are only selling laptops. Search queries that could come up are laptop backpack, laptop batteries, PC headset, Norton security, etc.

Graphic illustrating an example of negative phrase and negative exact for laptopsGraphic illustrating an example of negative phrase and negative exact for laptops

There are two different types of negative keyword match types on Amazon:

Phrase – Adding this will prevent your ad from showing when the search query contains the same sequence or close variation of your search term.
Exact – Any search term that exactly matches your negative keyword or a close variation of it.

The Importance of Using Negative Keywords

Negative keywords help narrow your targeting down to show up for relevant searches. And since you have to pay every time someone clicks your ad, you want to make sure that person would be interested in buying your product. Here are a few reasons why we suggest using negative keywords in your next campaign:

  • They can help increase relevant clicks and reduce your overall cost from unwanted clicks.
  • Amazon will expose you to a wide range of traffic if you have broad match keywords. Broad match (refer back to the basics of Amazon Advertising) will show your ad when the search term contains all the keyword terms in any order. It can also include the plural form of the keyword, related searches, and other variations that are close to the keyword.
  • Negative keywords can help save your budget from being depleted early on in the day because you can prevent showing your ad from irrelevant shoppers. And, when you run out of your budget, your ad will stop showing.
  • It can help lower your ACoS (advertising cost of sales). This is the metric you should care about the most because ACoS is calculated by ad spend over revenue.

When Should You Use Negative Keywords?

The short answer is all the time. All Sponsored Product Ads campaigns should utilize negative keywords in some capacity.

This is especially true in Automatic campaigns where negative keywords are your main line of defense and your only direct targeting control. Automatic campaigns allow Amazon to bid on keywords (within your budget) on what they find relevant based on three things:

  • Keywords that match your product category
  • Related products
  • Your product description

Trusting Amazon’s AI to bid on keywords and spend your budget for you may sound scary. In my experience, Amazon does a pretty good job in this area. However, Amazon can get it wrong sometimes, so you’ll need to sift through the search term report and add negative keywords to your automatic campaign.

How to Find Negative Keywords

There are several useful tools (free and paid) and best practices you can follow, which will help build your negative keyword list.

Search Term Report

Amazon has a search term report that shows you all the search queries that triggered your ads.

Explanation on how to create a search term report Explanation on how to create a search term report

Start searching the report by looking for any searches that are blatantly not related to what you are selling. For example, if the customer is looking for a reusable water bottle and an ad shows up for a Brita water pitcher, then you would add Brita as a negative keyword.

However, not all negative keywords are going to be obvious. Take the time to dive deeper into your search term report. These two metrics should be a good indicator that your ad is not relevant to what the customer is searching for.

Negative Keyword Research Tools

Instead of being reactive to the search queries being searched first, how about being proactive and get ahead of the negative keywords before they even have a chance to see your ad? There are three tools listed below that you could use:

Seller Labs Scope
Karooya Negative Keyword Tool
Wordstream Negative Keyword Tool

Note: Wordstream offers a free trial of their product. Seller Labs Scope and Karooya are paid tools, but Karooya provides a free option to advertisers with an ad spend of less than $3,000 per month.

Best Practices

Negative keyword tools can be great, but they don’t know your product like you do. So instead of relying on research tools, here are some best practices to follow when looking at your search term report.

Look for a high number of impressions (1000 or more impressions) and less than 1% CTR. This will tell you that your ad is coming up for this search but is irrelevant to the customer because of how little it’s being clicked on.

You can also look for a high number of clicks (100 or more) and no conversions. This indicates that they clicked on your ad but didn’t buy for many reasons such as price or no prime shipping or low customer reviews.

If you see a search term that is an ASIN number (ex. b019o14q00), this means the customer clicked on this product but then, within that product page, clicked on your product. Unfortunately, this is a manual process, and you would have to search one ASIN at a time in the search bar and see what product it is. You can exclude ASIN in your negative keyword list for products that you don’t want to be associated with yours.

Final Thoughts

It is important to know where and how efficiently you’re spending your advertising dollars. Amazon advertising provides the metrics and tools necessary to set you up for success; you just have to go out and execute on them.

Negative keywords are one of your biggest lines of defense when it comes to showing your ad to relevant customers. It can help decrease your spending and improve your ACoS. Or if your campaigns rely heavily on broad match and automatic campaigns. Regardless, there isn’t a reason not to use negative keywords.

The post Why You Need Negative Keywords for Amazon Advertising appeared first on Portent.

QBRs Are More Important Than You Think

“Why are Quarterly Business Reviews Important?” is a question I didn’t anticipate answering as frequently as I do. However, as a Client Partner, I often need to convince clients to participate in Quarterly Business Reviews.

Even during my time in corporate settings, I received similar questions from internal stakeholders. Why do we need QBRs in addition to monthly and annual reporting? Why not dedicate the time to getting work done?

There are many answers to why Quarterly Business Reviews are important, including celebrating successes and identifying new opportunities. But ultimately, QBRs create a space to have meaningful conversations around the impact of your work and your pathway moving forward.

Review Progress to Goals

Whether it’s a line of sight into your own work or that of your agency partner, QBRs create an opportunity to consistently review your progress towards goals. It’s vital to get the work done, but equally important to measure the impact that work has on overall goals.

If you’re managing a team or catering to multiple stakeholders, a QBR also enables you to ensure everyone is working towards the same goal. This is crucial for teams working across several channels (i.e., SEO, PPC, Social Media, Link Building, etc.).

While monthly reporting provides a snapshot into performance for 30 days, QBRs review progress towards annual goals. This larger-picture view often leads to important conversations regarding how to achieve your goals and what tactics to put on your roadmap.

Graphic illustrating a roadmap of a projectGraphic illustrating a roadmap of a project

Celebrate Successes

Depending on your role, your time communicating with clients or internal stakeholders may center around prioritization, changes in industry trends, or explaining recommendations. How often do you communicate your successes? During a Quarterly Business Review, an essential aspect of the meeting is identifying successes and celebrating accordingly.

While successes can include overall performance, this is an opportunity to highlight smaller wins. For example, shining a spotlight on a particular PPC test or campaign that increased revenue at a low cost. Not only does this demonstrate the value of your work, but it also gives you the opportunity to discuss if these successes can be replicated in other areas or scaled.

Identify and Acknowledge Challenges

It’s difficult to pinpoint the most essential feature of a Quarterly Business Review, as each piece offers a unique benefit. But identifying and acknowledging challenges may be the most helpful feature for a Client Partner. This empowers me to have important conversations about the challenges we may be facing with a client.

Identifying challenges is likely not a new concept. Roadblocks are common across all industries, let alone digital marketing. However, what may be new to you is dedicating time to acknowledging those challenges and recognizing their impact on performance.

Too often, challenges are glossed over by focusing on “takeaways” or shifting attention to areas without obstacles. But challenges may have a significant impact on performance. For example, an inability to implement cross-domain tracking due to the limited capabilities of a third-party booking engine will impact reporting accuracy and your ability to optimize based on performance.

I’m not advising you to dwell on issues outside of your control, but discuss them openly so that everyone fully understands the impact. If the challenge is malleable, this is the time to identify solutions, and if not, reprioritize.

Identify New Opportunities

In preparing for a Quarterly Business Review, you’ll likely brainstorm new opportunities in helping you achieve your goals. Some ideas may be new; others may be tactics that have long sat in your backlog. Regardless of new or old, these opportunities should ladder up to your overall goals. The QBR allows you to discuss the difficulty (effort), impact and priority of each opportunity and determine which are worth pursuing and which are not.

For instance, you may identify an opportunity to reclaim backlinks to improve page and Domain Authority and supports your overall goal in narrowing the gap between you and your competition. Depending on the difficulty for your team to implement and the potential impact, you may decide to re-prioritize your roadmap accordingly.

Quarterly Business Reviews allow you to consider new opportunities objectively and determine if they’re worth pursuing as a group.

Set and Reset Goals

More often than not, company priorities shift or circumstances change. The appearance of roadblocks and challenges may also lead you to revisit your goals. Participating in QBRs enables you to maintain flexibility by revisiting your goals consistently.

Whether that shift is significant or slight, the time allows you to set (or reset) measurable, quantitative goals to work towards and ensure they are relevant and obtainable.

QBRs are important for both agencies and clients alike. They often bring the two closer together by creating a space to openly discuss challenges, opportunities and align on overall direction.

If you haven’t held a QBR before, I recommend at least giving it a test run and then getting feedback from the rest of your team. Hopefully, bringing up some of the points that I mentioned above will be enough to convince them it’s worth the time and effort.

The post QBRs Are More Important Than You Think appeared first on Portent.