Customer Match is an invaluable tool, allowing you to easily connect with your customers. Currently available on Search, YouTube and Gmail, Customer Match can help you increase brand awareness and drive conversions. By uploading a data file of your customers’ email addresses directly to AdWords, you can create or update a campaign to target your Customer Match audience. When those customers are signed into their Google account, they see your ads as they use Google Search, YouTube and Gmail.
Similar audience targeting using your Customer Match audiences is also available for YouTube and Gmail. This means that, much like targeting a remarketing list (and assuming you meet minimum eligibility requirements), you can target a similar audience by adding it to an ad group in your campaign.
Now Customer Match affords even greater flexibility by allowing you to add or remove specific email addresses or replace your entire list without having to create a new one.
Some effective ways to use Customer Match include:
- Combining Customer Match with RLSA to market merchandise to your customer base.
- Creating product-specific customer lists to create even more targeted ads based on your customers’ previous purchasing history.
- Creating customized landing pages and ads for a particular subset of customers.
Customer Match also incorporates a number of useful features. Customer email lists don’t expire and there is no limit on how long customers can be kept in a Customer Match audience. If you have a Customer Match audience or similar audience in your manager account, you can also share them across other managed accounts. You can also use the AdWords API to upload data files and manage your audiences.
Customer Match is a natural extension of your marketing with a myriad of uses.
Amazon Marketing Services has launched new campaign and ad creation tools. When you log in to your Amazon Marketing Service account you may notice an orange light bulb icon in the upper right corner of the main advertising screen. When you click on the orange light bulb icon this brings up some helpful guides that will walk you through campaign creation for the specific ad types that Amazon Marketing Services offers. For example, under the “Guide me through creating a campaign” section, you can select Sponsored Products, or Headline Search, or Product Display. Each one of those will take you step-by-step through the campaign and ad creation process. These are very helpful guides for anyone new to Amazon Marketing Services ads, as well as a nice tool that allows you to quickly try out an Amazon Marketing Services ad type that you might have not tried before.
They are also providing links to webinars and tutorials under this new “How can we help you?” section. You’ll find both introductory 101 style courses, as well as more advanced level 201 courses for Sponsored Products and Headline Search ads.
In addition, under the “Help Resources” section, you will find numerous help articles, including a Getting Started Guide, as well as detailed Optimization Guides for Headline Search, Sponsored Products, and Product Display ads.
If you are new to Amazon Marketing Services PPC Ads, and even if you have some experience with the AMS platform, these are great guides to help you get the most out of your Amazon paid marketing efforts. JumpFly does offer Amazon Marketing Services management, so feel free to reach out to us to see if we can help you with your Amazon needs.
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, consider the following scenario:
Walking to work one day, you accidentally drop and break your sunglasses. While waiting to cross the street, you start searching Google for sunglasses. You click on a Shopping ad and find a good site with a brand you like, but it’s time to get to work. Later that day at lunch, you pull out your tablet. You search Google again, this time for the specific brand of sunglasses. You click on an ad and end up on the same website. You browse and decide on a pair to buy, but lunch is over and there isn’t time. Later that night, you go to your desktop computer, Google the name of the store you went to earlier, click on their ad, and buy the pair of sunglasses you found earlier.
In this example, three different searches took place:
1. Mobile Device – keyword [sunglasses]
2. Tablet Device – keyword [sunglasses brand]
3. Desktop Device – keyword [store name]
You finally made your purchase on the last search of the store name on your desktop computer. So where does that conversion get attributed? Up until now, all credit for this conversion would be given to the last-clicked ad and corresponding keyword. The branded [store name] keyword and desktop device gets the credit. But what about the other clicks that happened along the way that led to that conversion? Shouldn’t they count for something? Enter attribution modeling for conversions. You no longer have to measure the success of your Google PPC campaigns based on “last click” conversions. Now, you can choose a model that suits your business specifically.
Attribution models give you more control over how much credit each ad, keyword and device gets for your conversions. You can reach customers earlier in the purchase cycle by finding opportunities to influence customers earlier in their conversion path. You can also optimize bids based on a better understanding of how your ads perform.
Conversion Attribution Models
AdWords offers six different attribution models:
- Last Click – Gives all credit for the conversion to the last clicked ad and corresponding keyword.
- First Click – Gives all credit for the conversion to the first-clicked ad and corresponding keyword.
- Linear – Distributes the credit for the conversion equally across all clicks on the path.
- Time Decay – Gives more credit to clicks that happened closer in time to the conversion. Credit is distributed using a 7-day half-life. In other words, a click 8 days before a conversion gets half as much credit as a click 1 day before a conversion.
- Position-Based – Gives 40% of credit to both the first- and last-clicked ads and corresponding keyword, with the remaining 20% spread across the other clicks on the path.
- Data Driven – Distributes credit for the conversion based on the past data for this conversion action. This is only available to accounts with at least 20,000 clicks and 800 conversions within 30 days.
Attribution modeling is currently only available for clicks on Search Network and Shopping ads on google.com. It is not yet available for interactions with Display Network ads and is only available for website and Google Analytics conversion actions, not for app, phone call, and in-store conversions.
The Best Model for Your Business
There is no right or wrong answer to attribution modeling. Get together with your marketing team and analyze your entire conversion path. Determine what each stage in that path is worth to your business. Once you can answer those questions, it will become clear which attribution model fits your business best.
If you’re already a client at JumpFly, just get in touch with your account manager and we’ll be more than happy to discuss the pros and cons of each attribution model and help you choose the best one for your business.
On November 15th, Microsoft named JumpFly as one of a very select group of top performing partners to act as trusted advisors with the Bing Network.
Elite Partners are made up of less than 3% of the Microsoft recognized partner agencies in the United States. As a Bing Ads Elite Partner, JumpFly will further their expertise and service provided to clients through access to exclusive training, marketing and technology development.
This Elite Partner recognition by Microsoft demonstrates that JumpFly continues to lead the way in their industry after 13 years of focusing only on PPC management. JumpFly is proud of their all in-house team of professionals who help more than 450 small and mid-sized advertisers achieve great PPC results. JumpFly’s experts look forward to helping clients capitalize on expanding their Bing advertising as it continues to grow globally, with nearly one third of PC search market share in the US, over 20% in the UK and over 10% in five additional markets.
“JumpFly has demonstrated to be a key partner for Bing Ads and we’re excited about their participation in the Bing Elite partner program. The service, training and expertise JumpFly is able to provide are helping our customers achieve better results,” said Lynne Kjolso, Bing Ads General Manager, Americas Search Sales.
For more details about JumpFly, please visit www.jumpfly.com
For more details about the Bing Partner Program please visit:https://aka.ms/bingpartnerannounce
We live in a fast-paced world. With the use of smartphone technology, people can multi-task like never-before. Mobile communication is getting faster, smarter and more efficient. Live phone calls are becoming a thing of the past with nearly two thirds of smartphone users using messaging more than five times a day. People know what they want and expect immediate action, but also like to respond to messages in their own time, when it is most convenient to them.
Google AdWords has been offering users unique ways to connect with products & services for 16 years, and is staying on beat to the ever-changing needs of the consumer. Therefore, they have created Message Extensions. These extensions are click-to-message ads that give users the ability to start a conversation and communicate in the time they see fit.
Want to book a reservation at a local 5-star restaurant? Search the restaurant, click the text message bubble within the ad, and send a text asking about table availability. Because that restaurant is equipped with a phone number that can send and receive text messages, they can easily and quickly reply.
Does this sound like a feature you’d like to try in your AdWords account? It’s a free extension, and it is here (if you don’t see it in your account yet, keep checking as it’s a rolling change from Google)!
Contact JumpFly today to discuss this and the many other useful tools that Google AdWords can offer your business.
Expanded Text Ads
Bing Ads will soon support the Expanded Text Ads as now available in Google AdWords accounts. This new ad format allows PPC advertising customers to provide more detailed information to prospective customers, translating into more clicks, higher click-through rates and more traffic to your website.
Expanded text ads allow for better visibility on the search result pages and give you more control over your ads and allow you to create more compelling calls to action. This new ad format is always mobile optimized, and works seamlessly on mobile, desktop and tablet.
Expanded Text Ads will allow for a 60 character headline (two 30-character ad titles separated by a hyphen), 80 characters of ad text, and a Display URL that is automatically-generated from the Final URL and customizable URL path.
Bing Ads will soon introduce Shared Budgets as a way to more effectively manage your overall daily budget across campaigns. A Shared Budget will automatically distribute a single daily budget across all campaigns or selected campaigns within your account.
Shared Budgets will be available for all Bing Ads applications, including the Web User Interface (in the Shared Library), API, Editor, and mobile apps. Using a single Shared Budget will help you optimize under-utilized spend from one or more campaigns by automatically redistributing it across other campaigns that are performing well. Additionally, it will help minimize the amount of time you’ll need to spend calculating how to allocate a set budget among a large number of campaigns.
The ability to segment your performance data is now available in Bing Ads. Now you no longer need to run a report to see how your campaign is performing in various venues. You can now segment campaigns, ad groups, ads, keywords, and even ad extensions into rows based on Time (Day, Month, Quarter, Year or Day of the Week), Network, Device, or Top vs. Other. You can download the data directly from the table into a .csv or Excel report to share with clients or colleagues.
Segmenting your data can give you valuable information regarding how your campaigns perform at certain times, on particular devices, or on particular networks, helping you make well informed adjustments to ad schedules, device targeting, and keyword bids.
Advertisers are accustomed to the way in which Google AdWords attributes conversions to the last ad click a consumer has made before completing his conversion. But what if there were a way to take into account all of a user’s interactions with your ads leading up to that conversion? More than ever, today’s consumers are researching and interacting on different devices before they take that final conversion action. Research shows that while the vast majority of conversion actions take place on desktops, many consumers conduct research on their mobile phones or tablets prior to purchasing. AdWords has now introduced new attribution models that can go beyond last-click measurement. These new models can offer insight into your customer’s actions before that final conversion action and allow you to bid more efficiently. AdWords now offers six different attribution models:
- Last Click Attribution (the current default) – Gives all credit for the conversion to the last-clicked keyword. This is most effective for those with the most conservative growth strategies.
- First Click Attribution – Gives all the credit for the conversion to the first-clicked keyword. This is the most growth-oriented strategy.
- Linear Attribution – Distributes the credit for the conversion equally across all clicks on the path. For a moderate growth strategy.
- Time Decay Attribution – Gives more credit to clicks that happened closer in time to the conversion. For a conservative growth strategy.
- Position-Based Attribution – Gives 40% of the credit to both the first- and last-clicked keyword, with the remaining 20% spread out across the other clicks on the path. For a growth-oriented strategy.
- Data-Driven Attribution* – Gives credit to the clicked keywords based on how imperative they were in the conversion process. This is based on the account’s performance.
*Note: only accounts with 800+ conversions and 20,000 clicks in a 30-day span to qualify to use this type of attribution.
Choosing the right attribution model will help you put the performance of different keywords into the proper perspective. This will give you a truer sense of the value of a keyword and allow you to have more insight when setting bids on that keyword. You may also discover that keywords used earlier in the conversion process have more influence than you realized, which can help you avoid pausing or underbidding on these keywords.
Mobile has long been emphasized and data is increasingly showing the importance of mobile in the conversion process.
2015 proved to be a big year in that mobile has surpassed desktops as the primary device for searches. Mobile has changed consumer behaviors and the use of mobile phones is different than PCs. Data shows that mobile is used heavily in the research and evaluation process while PCs are used to complete transactions. That means bounce rate on desktop is dropping, as is number of pages visited, while conversions are going up. Simply stated, if you do not see conversions attributed to mobile devices, it does not mean mobile has not played a critical role in the conversion process. Looking at device conversions only could cause you to miss the importance of mobile in the decision process.
What steps can you take with mobile to help with conversions?
Have a mobile friendly site. Follow best practices such as having calls-to-action front and center, keeping menus short and sweet, and making sure site search is visible will make for a better mobile experience. You can read all 25 principles of mobile site design based on research done by Google and AnswerLab.
Have a fast site. The average impact of a one-second delay means a 7% reduction in conversion. Pages that load in three and five seconds compared to pages that load in one second converted 22% and 38% less respectively. The bottom line is the speed of your mobile site is important, even more than a slow desktop site, as it directly relates to higher conversions.
As an example, for an ecommerce site that earns $100,000/day, a one second delay in site loading equals $2.5 million in lost revenue for the year. Just one second. For Amazon, having pages load 100ms faster equals 1% more revenue, and their 1% can equal billions of dollars.
Optimize your Google AdWords and Bing Ads campaigns for mobile. Call extensions, mobile bid adjustments, mobile optimized ads and making sure your ads are pointing to mobile-friendly landing pages are factors to consider while optimizing your campaigns.
If you do not have a mobile strategy in place, you should strongly consider a plan to get you there. A path to converting may start on a mobile phone, jump to a tablet, then over to a PC, back to a phone and finally converting on a PC. The point being that providing a great experience with all devices is important to success and conversions. Do not ignore the importance of your mobile presence even if you are not seeing conversions directly tied to mobile devices.
Our Google AdWords reps came to visit us recently, and they brought along a mobile expert. She spoke to us for two hours about the importance of mobile to our clients businesses and shared some very eye-opening statistics.
- A one second increase in your mobile site load time causes a 7% drop in conversions. For a company that does $100,000 in revenue per day – 1 second leads to $2.5 million in lost revenue per year.
- A three second increase in page load time on mobile causes a 22% drop in page views, and 50% increase in bounce rate and 22% drop in conversions.
- Fathead.com made their mobile site 37% faster and saw a 70% increase in mobile revenue per user.
Mobile searches have eclipsed the number of desktop searches in the US as well as in nine other countries world-wide. Mobile is here and it’s affecting your business. I’m seeing desktop impressions decreasing, regardless of increased desktop spend, and I’m seeing mobile increases in the 100% to 200% as the norm. If your business is not doing as well as it did last year, I would look long and hard at how your site is on mobile, because it’s very likely that your site is the cause. There’s a whole slew of data that shows how a poor mobile site experience can turn off a potential customer, not just for the moment but for the long term (see the thinkwithgoogle.com link below for the research).
Wondering how your site stacks up? You can check how your site ranks using two tools:
1. Check how friendly your site is on mobile devices:https://www.google.com/webmasters/tools/mobile-friendly/
2. See how fast it loads and what is causing issues at Page Speed Insights:https://developers.google.com/speed/pagespeed/insights/
One more place to get information: Google has launched an entire micro-site dedicated to helping you as business owners and marketing managers understand more about what it is and how it affects your business: http://thinkwithgoogle.com/micromoments