RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small—from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure
In the image above, we’re looking at the In-Market Segment report (found under Audiences > Interests in Google Analytics). We can then see the numbers for every goal conversion we have created in Google Analytics, as well as ecommerce transactions and revenue. Let’s pretend I wanted to target the “Business Services/Advertising & Marketing Services” In-Market audience for my next campaign. I can then see which conversion action works the best for my current users who fall under that In-Market audience. So, when I go out and try to target new users in the same audience, I can make the CTA on my display ads and corresponding landing pages match the conversion action that typically converts the best with those users.
Caleb recommends looking for conversions, but also looping in analytics to see metrics like time-on-site. Take a look at the top conversion paths to see how these different channels impact your overall conversions. “If you see display is helping organic or even paid search, it’s making an impact by introducing your brand,” he states. “This starts painting the picture of how display is working.” He goes on to explain that tracking is so critical because with Display, “you’re trusting Google to define your audience, but they’re not telling you how they define that, which can be tricky.”
Take this Allbirds ad, for instance. While there’s no denying that “Slip ‘em on, move along” is a catchy, memorable tagline, this copy is much cleverer than it initially seems. Why? Because it tells you (in a rather subtle way, admittedly) what it is, exactly, that makes Allbirds shoes such a wise decision: They’re easy and comfortable to wear. Whereas some footwear is a hassle to deal with, Allbirds’ selection is all about convenience.
Remember the show a few years back, “The Weakest Link”? Your organization is only as strong as your weakest members. There will always be the rock stars, the strong producers who rise to great heights, but if you can address the weaknesses of each teammate, you give them the best opportunity to shine - instead of having a bunch of “warm bodies” on your team, the entire team will be educated, empowered, and engaged - for their profit, and yours!
Amazon owns a massive 44% of the e-commerce market share in the U.S. When customers want to buy a product, most often they skip the search engines and jump straight on to Amazon. To help sellers reach those customers, they’ve created Amazon Marketing Services (AMS). The system is completely self-serve, so you can launch ads ASAP (although they only let you advertise products that are on sale within their ecosystem, no outbound URLs).
For those of you unfamiliar with the difference between display and search, let me give you a quick recap. Google’s Search Network targets users typing directly into Google’s search engine or Google partner search sites, if you opt to expand to Google Search Partners (like AOL). In contrast, think of the display network as a more passive form of advertising. You’ve likely already seen many display ads today, for example while perusing the Huffington Post or skimming your favorite blogs. You may or may not have noticed GDN banners or small boxes promoting a product or service, above and to the side of the articles you were reading – those are display ads.
Remarketing – With a remarketing campaign, after someone has been to your website, you have the ability to advertise to that individual person as they surf the internet. Between Google's own properties and their 3rd party network, you have the ability to reach that person almost anywhere on the internet. Remarketing is available for both Search and Display Network campaigns.
Budget Diversification — While Facebook continues to dominate ad budgets, companies have begun to diversify their social advertising budget and embrace a new batch of social media sites. Marketers continue to spread ad budgets to the most popular social media sites like the fast-growing Pinterest, Tumblr, and Snapchat in hopes of tapping into new and engaged audiences. Moving forward, it will be key for marketers to remain agile and adjust their budgets to the constantly fluctuating social media landscape.
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The description of the ads gets straight down to the key points of why you should buy from beds and lists the various benefits. The current sale they are running gives readers rock bottom prices, great service and free next day delivery. The second line on the description basically repeats and reinforces the benefits but also adds that they offer hassle-free returns just in case you don’t like what you’ve ordered.
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There’s a LOT that I like about this display ad from Alteryx—a software solution for data science and analytics. First of all, that’s a hell of a headline. Injecting a little aspirational sentiment into your ad copy never hurt anybody. Secondly, the subhead puts forth a great value proposition: We make analyzing data easy. I think that’s something all marketers can get on board with. And finally, the company hit the nail on the head with their offer—an ebook. Rather than trying to take my money right away, they’re simply trying to get me in their funnel.
What Are Google Display Ads? (Scale to $10k/day doing THIS)
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He is the co-founder of NP Digital and Subscribers. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Google's DoubleClick™ provides ad management and ad serving solutions to companies that buy, create, or sell digital advertising. The world's top marketers, publishers, ad networks, and agencies use DoubleClick platforms as the foundation for their digital marketing. With deep expertise in ad serving, media planning, search management, rich media, video, and mobile, DoubleClick platforms help customers execute digital media strategies more effectively.
SmartyAds SSP is a media-selling network created for publishers who seek intelligent revenue optimization. Their cross-environment header-bidding wrappers (desktop, mobile or in-app) and high-volume private marketplace deals intensify competition for inventory and help grow publishers’ yield. They serve over 2 billion daily impressions driving the highest eCPMs, CTRs, and fill rates across all geographies which climb up to 100%.
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For those familiar with Facebook Ads, the Google Display Network works in a very similar way. The biggest difference is that your ads won’t be limited to appearing on one website. Instead, your ads will be displayed in ad slots on different websites that users are browsing on across the web. They aren’t looking for you, but that doesn’t mean they aren’t willing to see what you have to say.
Now part of Salesforce, Exacttarget integrates many tools to manage digital marketing strategies. The aim of ExactTarget services is to improve and make relationships easier between brands and consumers. Emailing, mobile, social, web, marketing automation, data and analytics, platform; thanks to this multi-channel approach, ExactTarget is one of the favorite online marketing platform.
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Display Network – These are ad placements outside of the traditional Google search. Google owns dozens of properties such as Gmail and YouTube where you can place text, image and video ads across all of their networks. They also partner with thousands of 3rd party websites giving Google Display Network the biggest reach out of any online advertising platform.
Demand side platforms, or DSPs, give advertisers the ability to buy ads in real time through a process called real time bidding (RTB). DSPs are not a specific advertising channel but instead allow advertisers to reach individuals instantaneously in real time. With DSPs, advertisers can purchase ads on an impression-by-impression basis, by bidding on an incoming impression within the milliseconds it takes for a web page to load.
Like the Google search network, the Google display network runs on a live auction system. When you’re eligible for a given ad unit—according to your targeting parameters—you’re entered into an instantaneous auction with the other advertisers who are eligible for that same unit. For the sake of simplicity, let’s assume you and your competitors are bidding on a cost per click (CPC) basis and competing for real estate on a standard blog page.
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But before you start swapping all of the models in your image ads for scantily clad replacements, remember that most online advertising platforms have strict policies prohibiting erotic images in ads. To make it through the approval process, marketers must be stealthy and use images or messages that simply imply sex. I love this example, from Volkswagen. The image and copy is completely PG, but the innuendo is clear.
This brings me to my next point: as important as it to include text ads in your display campaigns, image ads are a necessity! Sergey says “Ads need to be simple, visual, and easy to read.” Sergey goes on to explain how image ads perform best for visual industries that are naturally appealing, such as travel, where the destination can essentially sell itself. But even B2B companies see success with image ads. For one of Sergey’s clients, he tested out a banner ad with a “Download Now” image that linked right to a product page. This visual format far outperformed the text ads running and helped the company generate more leads.
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Online video advertising is the process of using video content to promote a company or product on websites. Marketers and advertisers use video advertising software to help automate and streamline the process of buying video advertisements online. Advertisers may also tie in display advertising software, mobile advertising software, social advertising software, or search advertising software in an effort to form a comprehensive digital advertising strategy.
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Ad Blocking Software — Ad blocking software is used to remove ads on websites, search engines, and social media sites and has been adopted by almost 200 million desktop users. While many advertisers do not seem to be worried by these programs (yet), publishers are feeling the heat as they lose out on a chunk of their audience to which they can serve ads, and in turn, a chunk of their advertising revenue.
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SSPs start the process by sending information about the incoming impression to an ad exchange. This includes what the ad unit is, where it is located, and any demographic and geographic information associated with the impression. DSPs that are integrated with that exchange then assess the impression, determining if it matches the advertisers desired audience and any other guidelines they have set. If it’s a match, the DSP will then place a bid on the impression. The bid is determined based on an algorithm that takes a plethora of factors into account such as the time of day, location on the page, similarity of the impression to the target audience, among many, many others. Once all bids are made, the SSP will select the bid that is the highest and place that ad accordingly.
ALWAYS Setup Google Adsense Before Ad Networks