Omnichannel advertising can be complicated. Digital marketers today have an unlimited number of tools at their disposal to get their message in front of the right audience through search advertising and others. While your channels or tactics may change, the goal of all marketers remains the same – to grow your brand and build your business.
But how do you know which channel or channels to use to achieve these goals? Many marketers with smaller advertising budgets start with paid search as the first channel to target, because of the simplicity of setting up a PPC campaign in Google Ads. There are no creative assets or media buyer required, and no fancy technology to learn or understand. Search also has advanced targeting abilities, offering companies the chance to get in front of in-market shoppers the minute they start their search. And the results of search campaigns are quantifiable, with insights into exactly which terms are resonating most.
Programmatic display advertising, on the other hand, can be a bit more difficult for some marketers to get started with. This channel has traditionally been considered best for brand awareness campaigns, as display ads can appear virtually anywhere your potential customers are online. Taking advantage of display requires either a direct relationship with a demand-side platform, or DSP, or a relationship with an agency to manage the campaigns on your behalf.
But choosing the right mix of channels for your advertising campaign doesn’t need to be an all or nothing affair. In fact, combining display and search together can have a positive impact on your return on ad spend (ROAS).
Here are three strategies to effectively combine search and display advertising for maximum results:
1. Cast a wide net
If you’re looking to find more new customers and don’t have a ton of traffic on your existing site or searching for keywords you’re targeting with search, the first step is getting more site visitors. This is where programmatic display advertising comes in handy — it offers a scale that paid search campaigns can’t, at a better price point. If you have a big promotion coming up in a few months, it’s a good idea to increase spending on brand awareness tactics well in advance, in order to have larger retargeting and lookalike pools ready to go when your promotion is ready to launch. So start by casting a wide net with display, and then continue to adjust and refine your targeting parameters as time goes by to optimize performance and find your next best customer.
Once you have brought all these new visitors to your site, it’s time to introduce cross-platform retargeting. For example, if you are running a paid search campaign for sneakers and roughly only 13% of this paid search traffic becomes a paying customer, that leaves another 87% of the audience you already paid for who abandoned the site without ever converting. Now that they have already visited your site, you can use retargeting to show them a new series of messages in the hopes of bringing them back to continue further down the sales funnel. Your specific retargeting tactics can be simple or sophisticated, but the bottom line is that they will help keep the conversation going with the visitors most likely to convert down the road.
3. Contextual targeting
If you have already identified your best-performing keywords from your search campaigns, you can use this same keyword list to add contextual targeting to your programmatic campaign. While this strategy doesn’t directly link the two channels, it does allow you to further refine your audience targets. For example, if “athletic shoes” is something that a lot of people are searching for and is driving people to your site, you could create an “athletic” contextual segment to target with display advertising.
Each of these tactics are a great way to build awareness for your brand and products right when your prospects are actively shopping, and a great way to complement ongoing search activity. If you already rely heavily on paid search for a large part of your advertising, consider adding display, along with some targeting strategies to increase the efficiency of your campaigns and decrease your cost per acquisition.
Jason Wulfsohn is Co-Founder and COO of AUDIENCEX, a programmatic advertising and trading desk.
The post Display and search advertising: Top three strategies to expand your audience across channels appeared first on Search Engine Watch.
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ChargedUp, a U.K. startup that offers a mobile charging network that takes inspiration from bike sharing, has closed £1.2 million in seed investment. Leading the round is Sir John Hegarty’s fund The Garage, and the ex-Innocent Smoothie founders fund JamJar. The funding will be used to grow the offering across the U.K. and for international expansion.
Founded by Hugo Tilmouth, Charlie Baron, Hakeem Buge and Forrest Skerman Stevenson, ChargedUp has set out to solve the dead mobile phone battery problem with a charging network. However, rather than offer fixed charging points, the team has developed a solution that lets you rent a mobile charging pack from one destination and return it at a different location if needed. That way, mobile phone use remains mobile.
“It’s annoying and inconvenient to be out and about with a dying phone battery,” says CEO Hugo Tilmouth. We’ve all been there and I was inspired to do something about it through my own experiences. I was at a cricket match at London’s Lord’s Cricket Ground and waiting for a call for a last round interview with a large tech firm, and was running very low on charge! I ended up having to leave the cricket ground, buy a power bank and then rode a Boris Bike home and the light bulb went off in my head! Why not combine the flexibility of the sharing economy with the need of a ‘ChargedUp’ phone!”
The solution was to create multiple distribution points across a city, located in the venues where people spend most of their time. This includes cafes, bars and restaurants. “Our solution uses an app to enable users to find the nearest stations, unlock a sharable power bank and then return it to any station in the network and only pay for the time they use. Our goal is to be never five minutes from a charge,” adds Tilmouth.
In the next six months, ChargedUp says it will expand its network of over 250 vending stations in London’s bars, cafes and restaurants across to other large metropolitan areas in the U.K. Last month, the young startup partnered with Marks & Spencer to trial the platform in its central London stores. If the trial is successful, ChargedUp says it could lead to providing its phone-charging solution to all M&S customers by the end of 2019.
“Since launch we have delivered over 1 million minutes of charge across the network, and our customers love the service,” says Tilmouth. “Like the sharing scooter and bike companies, we operate a time-based model. We simply charge our users a simple price of 50p per 30 mins to charge their phones. We also make revenue from the advertising space both on our batteries and within our app.”
With regards to competition, Tilmouth says ChargedUp’s most direct competitor is the charging lockers found in some public spaces, such as ChargeBox. “We do not see this as a viable alternative to ChargedUp as users are forced to lock their phones away preventing them from using them while it charges. They are also prone to theft and damage. We are also differentiated by our use of green energy offsetting throughout the network,” he says.
Meanwhile, in a statement, investor Sir John Hegarty talks up the revenue opportunities beyond rentals, which includes advertising, rewards and loyalty. “At its simplest, ChargedUp addresses a massive need in the market, mobile devices running out of power. But more than that, ChargedUp provides advertisers with a powerful medium that connects directly with their audience at point of purchase,” he says.
Prior to today’s seed round, ChargedUp received investment from Telefonica via the Wayra accelerator and Brent Hoberman’s Founders Factory.
It’s tough being part of IT Ops these days. Your company could be operating across public and private clouds, and in many cases, an internal datacenter too. Meanwhile your developers are generating more code ever faster. ScienceLogic wants to help with it latest release, ScienceLogic SL1.
As company CEO Dave Link sees, we are seeing this vast confluence of technology influences coming together very quickly. He says the goal with this release is nothing less than a comprehensive, full-stack view of how an application is behaving, and how the different pieces that make up and connect to that application could be affecting its performance.
“Every CIO wants to know the health of their mission critical business services and only way to see that is to see through the entire stack,” Link said.
Part of the problem of course is the sheer volume of information. As that increases, it becomes nearly impossible for humans, even the most highly skilled among us, to keep up and understand what particular element may be causing an application to misbehave. That problem is exacerbated further by the speed at which developers are generating new code.
Murali Nemani, CMO at ScienceLogic, says that’s where artificial intelligence and machine learning come into play. “Part of the problem is that if businesses are moving at machine speed in terms of their capability to innovate, the big challenge is how do you get operations to keep up with what developers are creating,” Nemani asked.
The machine learning aspect of the platform enables companies to begin automating solutions for some of the more common problems, while directing the more unusual ones to humans on the operations team. They rely on the AI tools produced by others, rather than trying to develop that part of the solution themselves. “If an application is performing poorly, we can diagnose which part is the problem child, then feed this information to AI/ML engines like Google TensorFlow or IBM Watson and see pattern recognition. That’s the way we achieve machine speed,” Nemani explained.
Link says they do this by looking at the problem holistically and giving operations a full view of the application to track down the problem behavior and fix it. “We look at all the layers when we think of a service view: security, systems, network, OS, infrastructure then the application layer (database and application tier). We then contextualize all of those elements into one service view, so [the customer has] the most efficient view of what’s happening in real time,” Link said.
The product being announced publicly today has been early Beta up to now and will be generally available on July 25th.
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Swiftype started out helping publishers like TechCrunch offer better site search, but it’s been expanding into other areas like customer support and e-commerce. Now it’s making its biggest leap yet, with the launch of an enterprise search product. Basically, Swiftype is offering large and small businesses a place where they can search all their documents and files across a variety… Read More
Startups – TechCrunch
It’s Independence Day in the U.S., which observes the signing of the Declaration of Independence. America has celebrated every July 4th for 237 years. Today’s Google Doodle once again marks the 4th of July, as Google has done every year since 2000.