Candace Boren is a Product Marketing Director at Marin Software. She has spent several years delivering marketing solutions for consumer and B2B products and services at enterprise technology companies, small businesses, and nonprofits. Outside of work, Candace enjoys walking dogs for local animal shelters and rescues.
To connect with audiences on Google’s feeds, your ad creative should include high-quality visual experiences combined with the perfect blend of authentic, captivating messaging and an appropriately-sized ad. With the right balance, you can attain peak performance on Google, drive more sales to increase your company’s bottom line, and hit your benchmarks to get the best results. After all, Google’s Display Network reaches 90% of the world’s internet users.
In this article, we’ll walk you through:
With your competition targeting the same prospects, it's crucial to differentiate your business. The advantage of visual imagery is that display ads can be used to distinguish your brand in the minds of potential customers — and they’re a great way to interrupt consumers who are considering giving your competitors their business instead.
According to the marketing “Rule of 7,” on average, a customer encounters a brand at least 7 times before doing business with them. Display advertising offers the advantage of widespread exposure, making brand awareness its greatest benefit. Because it has such an expansive reach, it’s not surprising that statistics indicate an annual growth of 7.91% with a market volume of $226.80 billion is likely by 2027. To make your brand known, get in front of consumers before they need your products or services. This way, you have a better chance of being considered when they make a purchasing decision, since they’ve encountered your brand time and again.
A more recognizable brand leads to higher engagement with all of your marketing efforts, including search and social ads. Display ads, in particular, can complement and reinforce the messaging of other ads, strengthening your overall marketing campaign, and leading to better results. In fact, studies have shown that after seeing a display ad, 27% of consumers will conduct a search for that business.
Most potential customers don't make a purchase on their first visit to your website. Even if they click on your ad, they often leave without taking any action. However, retargeting display ads help address this issue by targeting individuals based on their past behavior online, including those who have previously visited your website but didn’t convert. Display advertising is a highly effective approach that can help you go the extra mile to seal the deal and engage the consumers who already know about your business.
Google offers two main formats for display ads: uploaded and responsive.
If you have access to the design resources to create display ads from scratch, go ahead and use image formats such as JPG, PNG, or GIF for Google Display Ads. However, keep in mind that even if you’re eligible for a specific placement, your ad may not be displayed if it does not meet the required size specifications for that placement. To maximize visibility, it’s advisable to upload different sizes of each ad.
To make the creation of display ads more manageable, Google introduced responsive display ads, which later became the default ad type for display campaigns. With this feature, you only need to supply visual elements (such as images, logos, and videos) and basic ad copy. Google will then test different combinations to find the most effective versions. Additionally, responsive display ads are designed to automatically adapt to the size requirements of each web page, making it easier to display your ads on a variety of sites.
If you plan to use uploaded display ads, here is a list of some of the most commonly used display ad sizes you’ll need to know:
Of all the different Google Display Ad sizes, the following are the most popular and widely used.
160 × 600 px
300 × 600 px
600 × 314 px
728 × 90 px
920 × 90 px
320 × 50 px
300 × 60 px
336 × 280 px
300 × 250 px
320 × 100 px
If you’re ready to get started, just follow this step-by-step checklist:
To maximize your return on Google display ads, consider implementing these top five best practices:
Once you’ve collected enough data from your display campaigns, you can make informed decisions about the performance of your keywords, affinity audiences, and so on. Bid adjustments, which can be set at either the ad group or campaign level, allow you to turn these performance insights into action.
A positive bid adjustment for an ad group instructs Google Ads to raise your maximum cost-per-click (CPC) bid when one of the ads in that ad group is eligible to be displayed. On the other hand, a negative bid adjustment tells Google Ads to decrease your maximum CPC bid for that ad group.
Simply put, bid adjustments are an effective way to increase the gains from your top performers and reduce your losses from poor performers.
If you’re interested in keyword targeting, start by using your most successful search keywords. If you have groups of keywords that have driven few conversions or clicks, you may want to test them on the display network as well.
Keep in mind that consumer intent between the two Google Ads networks can be different, but if your search ads are performing well in terms of clicks and conversions, then the keywords behind them have likely proven to be effective.
Google Analytics provides a wealth of information, and for display advertisers, the referral traffic report is extremely valuable. It shows which websites are linking to your website the most, essentially indicating which websites attract audiences who would benefit from your product or service.
These websites are ideal for displaying your ads since you know that the audience is relevant and therefore, you can be confident that you’ll see returns from the impressions and clicks made on those ads.
Consumers have become highly familiar with display ads, so it's easy for prospects to overlook them while scrolling. To avoid missing out on opportunities and wasting resources, it’s crucial to make sure your display ads stand out and grab the attention of your prospects.
The visual design of your ads, including the color scheme and typography, contribute to this, but the real key is having a clear and impactful value proposition that is prominently displayed on your ads.
Most responsive display ads will prompt you to write four required pieces of copy:
When it comes to headlines, keep in mind that Google Ads will not display both headlines simultaneously, and that Google Ads may exclude your description. This means that when your Responsive Display Ad (RDA) is displayed, there is no guarantee that your description will accompany either headline. With this in mind, it’s essential to ensure that both headlines effectively convey the unique value of your business or offer on their own.
Using Google Display Ads as part of your campaign can be a powerful tool for increasing traffic to your site and helping customers make their way through the conversion pipeline.
When integrated into a comprehensive marketing strategy, Google Display ads can amplify your campaign’s success. It plays a crucial role in elevating brand awareness at the beginning of the buyer’s journey, as well as re-engaging repeat customers with personalized promotions and offers. Clearly, display advertising is a valuable tactic and can be leveraged at various stages of the buyer’s journey to maximize marketing outcomes.
To make sure your Google Display ads are as effective as possible, reach out to the experts at MarinOne today. We can help align your marketing efforts to take your campaign to the next level.
Given that apps have revolutionized the lives of many, it’s no surprise that mobile technology has created enormous opportunities for both consumers and businesses. With more than 6.2 billion smartphone users worldwide, it’s clear that mobile apps are flourishing and our reliance on them will continue to grow.
While this is good news for app developers and businesses, it is a challenge to stand out amongst competitors. In an app store world where users have thousands of choices, an app can get easily lost. To stay afloat, businesses must create reliable and functional apps to reach their targets — and take the right steps to display them in stores and maximize app store optimization (ASO).
In this guide, we’ll walk you through Google Play’s ASO — from understanding the basics of how it works, tips for increasing the visibility of your app, and much more.
Simply put, Google Play ASO is a method that can be used to optimize the visibility and user appeal of an app to get more downloads and better conversion rates.
ASO is important for a multitude of reasons, some of which include the following:
Regardless of how great your app may be, if people can’t find it, they can’t download it. Unless it’s easily discoverable, the number of installs won’t budge. However, ASO allows you to maximize your app’s visibility so you can reach as many prospects as possible and ensure your app performs well.
Making your app visible isn’t enough. You need it to be visible to the right users. Because it matches your app to relevant keywords, ASO can help you get your app noticed by high-quality and relevant users at the right time.
A solid ASO strategy will increase the number of organic installs and ensure long-term results. It is essential that you continually work on your ASO to keep your rankings high when people search for keywords related to your app.
By focusing on organic growth with ASO, you can cut your user acquisition costs. This not only helps you save money on ad spending, but also ensures steady, continuous growth.
ASO optimizes various elements of an app's listing to improve its visibility and ranking in app store search results. Just as people use search queries to find different websites on the internet, app store users use search queries to find different apps and games. And just as search engines recommend additional websites based on user preferences and popularity, app stores can recommend additional apps to users. Keyword optimization, category rankings, search and paid ads, and top charts are all common ASO tactics.
Keywords that people use to find apps are the biggest consideration. The reason? Google’s algorithm searches which apps match those keywords in their metadata. To rank those keywords, Google uses the following elements:
The most critical metadata element in the Google Play Store is the app title because the keywords here reveal both keyword relevance and eligibility. Since app titles influence your app store optimization efforts, you’ll want to test and update your app titles frequently. According to statistics, 215 of the top 1000 mobile apps are updated a minimum once per week and 62% are updated once a month.
Long and short descriptions allow you to familiarize your audience with your app. Once you’ve selected your app title, optimizing your short and long descriptions is a worthwhile investment of your time. Typically limited to 80 characters, short descriptions help provide background information to Play Store visitors and are used by Google to gain a deeper understanding of what your app is actually about.
In contrast, long descriptions have a 4,000 character limit, so you can create a detailed description of your app with the aim to convince visitors to install it. However, it’s important to recognize that most users aren’t interested in reading long descriptions. Therefore, the best strategy for long descriptions is to explain your app’s features briefly and clearly and provide a call to action. When you do so, be sure to include the most important keywords at the beginning to increase the rate of conversions. Using focused keywords repeatedly (up to five times) can also help Google better understand your app.
When your app has a lot of downloads, it’s considered more credible and thus, it ranks higher. With high rankings, visitors are more likely to find your app and your conversion rates will increase. The number of app downloads and the download velocity are key if you want your app to show up in category rankings and top charts.
For a long time, app download numbers were one of Google’s strongest ranking elements. However, when Google Play ASO evolved over time, retention rates of those downloads also gained tremendous value. The goal is not only to have someone download your app, but also to ensure they do not uninstall it shortly thereafter.
Customer ratings and reviews are an additional way to show Google that your app is useful and appealing. When app ratings and reviews are high, your app maintains more credibility and Google will recognize it to be high quality. Subsequently, with a high quality standing, your app will rank higher for relevant keywords.
Google will rank you for search queries that have your developer name. When you have a well-known brand name, you appear in search results more often and you can secure more page visits.
If your app crashes frequently, has bugs, drains batteries, or runs into file size limitations, this can negatively impact your rankings. These factors can also affect your reviews and retention rates.
Backlinks have a positive influence on your Google Play ranking. More important than the number of backlinks you use, however, is their quality. Google’s algorithm determines the quality of a backlink based on the keywords used in the link as well as the relevance of the source website. To maintain credibility, make sure your backlinks are related to your app’s content.
If you want to get your app in front of the right users, your ASO strategy must be focused. To make sure you don’t miss anything, here’s a helpful checklist.
Create a clear app store optimization strategy by researching and understanding your market. Doing so will help you explore how users discover apps in your category.
Think about the main features of your app and consider using synonyms when describing your features. It’s wise to analyze similar apps and competitors in the category. Exploring auto-suggestion in app store search bars and investigating the terms people commonly use in your app category can also help you establish a proper keyword research and prioritization process.
You want to be sure your app's name is easy to read, relevant, and unique. When choosing a name, remember character limitations and adhere to app store guidelines.
When writing metadata, focus on information quality. Include a short description, subtitle, keyword field, and app description. Structure it clearly, use all available characters when possible and applicable, and put particular emphasis on the first couple of sentences.
It’s important to create variations. Run experiments, evaluate results, and implement changes as needed. During A/B testing, steer clear of forbidden keywords such as best, free, top, new, and so on.
Use screenshots and videos to highlight your app’s main features and illustrate how your app works and looks. When you do, pay close attention to layout and size requirements.
Follow these tips to stand out from the other apps in your category and increase your app’s visibility.
Getting featured on Google Play can increase both the visibility of your app and the number of downloads. To pass Google’s screening test, be sure you have a good app rating, offer a smooth user experience, and have a flawless app store listing.
Ranking in the Top Charts on Google Play can be a powerful way to increase visibility and drive more downloads for your app. However, it can be challenging to influence your rank in the Top Charts using purely organic methods, as your ranking is primarily determined by your app's acquisition velocity (the rate at which users are downloading your app).
It's important to note that different categories have varying levels of competition. For example, the number of downloads required to rank in the top five apps in one category may not be enough to rank in the top 10 of another. Therefore, it's important to choose your app's category wisely, keeping in mind the relevance of the category to your app and the competition level in that category. If your app doesn't fit into one clear-cut category, you should analyze the competition and evaluate the likelihood of ranking highly in different categories' top charts.
Being featured as a "similar app" on another app's listing in the store can drive traffic to your own app. While the specific factors that Google takes into account when selecting similar apps are not publicly available, a few known elements include:
Google Play tags can be used to help Google better understand your app's content and purpose. These tags can be added to the app's store listing and can help Google create clusters of apps across categories, allowing them to show users more relevant content when browsing the store. This can help to increase an app's "Explore Traffic," which is the amount of users that discover the app through browsing the app store rather than searching for it.
Because Google wants to make sure its users have a good experience in the Play Store, it prioritizes apps that have high conversion and retention rates. Here are three tips to help your conversion rate grow.
Optimizing your creatives can greatly impact users. Take advantage of your app’s icon, promotional videos, and screenshots as conversion incentives. Color symbolism can influence a user’s perspective, and an icon design that represents your app functionality can make your creatives more striking and noticeable. Highlighting your brand name or changing your icon design to align with different seasons can also make an impact. Use high-quality screenshots that are localized and consistent with app expectations and showcase your unique selling promise. Promotional videos are also a good way to give users a good idea of the feel and experience of your app.
As previously stated, app ratings and reviews are a good indicator of a good app since they reflect users’ actual experiences. Google’s In-App Review API displays ratings and reviews. In addition, respond to any negative reviews. Doing so illustrates that you care and are willing to implement changes to improve your user experience.
Because users tend not to read long descriptions and therefore represent a small audience, it’s wise to concentrate on writing compelling short descriptions. However, rather than stuffing all your target keywords into your short descriptions, try to strike a good balance between conversion rate optimization and keyword optimization. To do this, summarize your app’s content, features, and benefits. When you run A/B tests you will be able to determine what works best for your app.
In such a saturated market, becoming a leader requires a lot of effort. However, with innovation, creativity, and the right tools, you can take advantage of technology to make your app stand out.
MarinOne can help you manage your mobile marketing strategies to hit revenue targets and optimize your app campaigns. Our customizable, enterprise-class solution offers everything you need in a single platform to take your app advertising to the next level.
To see how, contact one of our MarinOne experts today.
Since Snapchat made its debut in 2011, it has drawn millions of users to its platform. And although other social media competitors burst onto the scene to compete, it has stood the test of time. In fact, Snapchat still remains one of the most popular apps for users between the ages of 15 and 25.
With 319 million active users each day, the app continues to be a valued marketing tool for brands looking to reach millennials and Gen Z’ers. Because of its unique ad formats and its power to extend audience reach and increase brand awareness, Snapchat has gained much attention and made it possible for marketers to create some of the most memorable Snapchat ads.
Here are a few convincing reasons to add the social media platform to your marketing mix.
Because they’re young and highly-engaged, Snapchat users are more likely to pay attention to and interact with ads. This makes it an ideal platform for reaching younger demographics.
Snapchat allows businesses to target their ads to specific demographics, locations, and interests. Through targeted advertising, marketers can ensure that their ads are seen by the right people and increase their effectiveness.
Many businesses have seen a high return on investment from their Snapchat ad campaigns, making it a cost-effective marketing tool.
Snapchat is primarily a mobile app, which means it's easy for users to view and interact with the ads on their smartphones. This can be particularly effective for reaching users on the go.
Sephora, a leading beauty brand, partnered with Snapchat to create a gamified AR Lens. They ran their campaign for four weeks and increased the total amount of transactions on their website by 5%.
What they got right: Users were directly engaged for 37+ seconds because the brand created an interactive game that kept their audiences’ attention by teasing them with a coupon code redemption.
An airline-booking app, Hopper helps users find the best deals on flights and the best time to fly. To engage Snapchatters, Hopper developed creatives for different routes with ads that were simple, static, and had a clear call to action. Through their campaign, Hopper discovered that Snapchatters were not only 37% more likely to watch a route, but booking rates from Snapchatters were 4x higher than users of other platforms.
What they got right: The airline-booking app used location radius targeting along with geographically relevant creatives to reach millennials.
Bacardi spearheaded a Snapchat ad campaign with the slogan “Do what moves you” to target their ideal audience. They chose Snapchat as their primary vehicle for digital communications, because not only does it offer ad engagement varieties, but it allowed them to reach the age group they were after. As a result of their strategy, the brand was able to gain maximum proximity to their target group, ultimately reaching 2.5 million Snapchatters.
What they got right: In an attempt to update their brand image and attract more followers from the younger generation, Bacardi utilized Snapchat’s ad formats to create an immersive “summer feeling” for Snapchat users that kept them engaged.
To increase consideration intent and brand awareness for their Moto g7 power smartphone, Motorola used Snapchat to present the product’s three-day battery backup feature.
What they got right: By leveraging Story Ads and Snap Ads, Motorola was able to show their customers just how much they could benefit from the brand’s long-lasting battery.
As the first brand to partner with Snapchat for a global AR shoe try-on campaign, Gucci had a very successful outcome. Through the campaign, Snapchatters were able to virtually experience trying on four different kinds of sneakers. From the Lens, Snapchatters were able to go straight to Gucci’s website to purchase the shoe of their choice.
What they got right: Gucci’s AR try-on experience not only captured the attention of many Snapchatters, but it also kept them engaged, leading to an increase in sales and positive ROAS.
To cement themselves as a leader in the competitive grocery delivery space, Shipt turned to Snapchat’s impactful ads to expand their audience and reach potential prospects with relevant Snap Ads. As a result of their creatives, their message was received by over 10 million Snapchatters in as little as two months.
What they got right: They chose an illustrative animation strategy to generate awareness of their brand and increase reach.
With so many users worldwide, Snapchat is an ideal platform for connecting and engaging with consumers. When planning your Snapchat campaign, keep these best practices in mind.
Snapchat offers a range of interactive features such as sponsored lenses, filters, and polls that can make your ads more engaging and memorable. Consider using these features to create an interactive experience for your audience.
While it may be tempting to reuse an existing ad, it’s not recommended. Snapchat’s user base attracts a broad audience, so creating a tailored message will help you take advantage of the platform’s Gen Z niche.
If your brand has a limited budget, develop a strategy that allows you to advertise consistently rather than being highly active one month, and completely inactive another. Of course, if your budget allows and your strategy permits a sprint advertising style, then go ahead with it. While every brand is different, it’s a preferred practice to keep your brand front of mind over long stretches of time.
Work with micro-influencers and content creators to produce content that’s appealing to your audience. Keep content organic and authentic, and shift your focus away from being 100% sales-pitch oriented.
The first two seconds of your ad can either make or break performance. When promotion pop-ups appear immediately rather than in the final end card, optimal results can be achieved. Ads that have followed this best practice have outperformed others that have not.
As part of your Snapchat advertising strategy, be sure to test different ad formats to see which ones are performing well for your brand and your target audience. By gaining key insights into how your ads are doing and why, you unlock the maximum return on investment for your budget so you can grow your business.
Whether your goal is to boost sales or raise brand awareness, Snapchat is an ideal platform for innovative and effective advertising campaigns. Creative Snapchat ad design relies on the combination of eye-catching visuals and a clear and compelling message that guides viewers to take the next step.
By creating memorable, shareable, and interactive experiences that resonate with your target audience, you can supercharge your advertising efforts. Partnering with an expert in Snapchat advertising can get you started on the right track. MarinOne can help you develop engaging ads that inspire action and drive results to unlock more opportunities for your business. With its Snapchat integration, you can easily identify budget by channel, audience, and products that can be tested across multiple platforms.
To learn more about how you can maximize the potential of your Snapchat ads and fine-tune your omnichannel advertising strategy, reach out to one of our MarinOne experts today.
There is surely something in our collective consciousness that responds to well-produced persuasive advertisements. From the highly memorable “Mac vs PC” series of ads to Coca-Cola’s use of a classic song from yesteryear, most people have an ad they remember fondly.
Businesses are constantly trying to gain the attention of customers through new persuasive advertising ideas and some have found more success than others. What’s their secret? Here are a few of the attributes that make some advertisements more persuasive than others.
The following are psychological triggers that can be used to nudge people toward making a purchase.
A persuasive ad should focus on telling a story that is hard for the viewer to forget. Research suggests that people are 20x more likely to recall stories than facts or figures. More often than not, people remember the story even more than the product, service, or brand being advertised!
How to do it: When you create an ad, use settings with characters that cause the viewer or listener to identify with a character's plight. Give your ads a narrative arc and watch as customers become more engaged.
While there are a variety of persuasive advertising tactics that can work for your ad, focus on those that will resonate most with your target audience. Audiences respond better to tailored messaging that illustrates the benefits of what you offer and how it can improve their lives.
How to do it: In addition to making your messaging emotionally impactful, strive to make it short and sweet. Keeping things simple is a marketing strategy that works best to keep consumers interested.
Emotions are responsible for the decisions we make in more ways than we realize and they play a far greater role in decision making than logic does. In fact, studies reveal that 70% of viewers are more likely to purchase a product after experiencing an intense emotional response. Connecting with your audience using emotional cues in your advertising — whether you’re making them laugh or pulling at their heartstrings — will make your brand more memorable.
How to do it: Emotional persuasion begins with understanding your audience. Once you know your audience well, you’ll be able to determine which trigger words are likely to work best. Combining trigger words with storytelling creates emotional engagement. But to truly evoke emotional appeal and gauge attention, make sure to be authentic.
The public is highly influenced by celebrities — what they say matters to a lot of people. Using celebrities as part of your promotion strategies will make your ad more persuasive. Tap into the ethos of popular people and online influencers and get them to tout your brand.
How to do it: Look for celebrities that are relatable to your target audience and a good fit for your brand. Better yet, reach out to celebrities who are already using your product or service. Plan to work through a talent manager or agent. And remember, make your ask very clear and be sure to provide the details of your campaign goals.
With a new year ahead, it’s time to look back and take stock of some of the most persuasive ads that launched during 2022 and why they worked so well.
Together with the marketing agency Ogilvy, Dove created this ad as a sequel to their previous campaigns such as “Reverse Selfie”, “Show Us”, and “Legacy” in pursuit of fighting for real beauty standards.
As part of their self-esteem project, Dove has made it their mission to inspire young individuals to remove toxic beauty advice from their social media feeds. The ad features teenage daughters and their mothers discussing the disturbing promotion of false beauty advice through using deepfakes and face-mapping technology to expose the dangers of social media’s toxic influence.
What they got right: By ensuring that their ad messaging is authentic, Dove has successfully reframed purchasing their beauty products for their audience. Beyond making people feel good about their brand, the ad focuses on connecting with others, evokes an emotional reaction, and expresses important values.
During 2022's SuperBowl, the chip brand used its ad spot to highlight the 43% of consumers whose hand gets wedged at the bottom of the Pringles tube while trying to get to the last shattered chips.
The commercial declares that any discomfort their customers experience is “worth it” by highlighting the misadventures a determined Pringle snacker faces as he goes through life with a chip can permanently wedged on his arm.
What they got right: The brand took a comical approach to address a common pain point that Pringle fans encounter. Their sense of humor caters to the playful side of consumers by pointing to their brand’s heritage as a snack intended to be fun. They also appropriately combined the ad’s message with the perfect soundtrack: “Stuck on You” by Lionel Richie.
The optical retail chain Specsavers uses a playful tactic to raise awareness around its home visit proposition. The ad’s goal is to challenge public perceptions around the variety of services the brand offers. It showcases a series of characters laughing off the idea of going into a store since they can experience the service from the comfort of their own home.
What they got right: Through their ad, Specsavers successfully spotlights its home visits service while also driving brand reappraisal. It’s both powerful and emotive, and most importantly, aims to charm its customers while emphasizing the brand’s purpose of changing lives through better sight.
Cleverly crafted, this Samsung ad features a spider named Sam who falls in love with the Samsung Galaxy S22. The ad depicts the arachnid’s rollercoaster of emotions — ardor, pain, and joy — as it realizes the beauty of the phone’s camera lenses. The commercial closes with a happy ending and runs to the tune of “Love Hurts” by the legendary Scottish rock band Nazareth.
What they got right: Through the use of emotional storytelling, Samsung creates a memorable love story that is hard for consumers to forget. By doing so, the brand is able to shed light on its new camera innovation and also ensure a strong positioning in the highly competitive smartphone market.
Apple’s suspenseful ad revolves around how three individuals are conveniently able to call for help from their Apple Watch in the midst of an emergency. It’s as simple as dialing 911 from your wrist, by using Apple’s Emergency SOS feature.
What they got right: By using real-life trauma to advertise their product and portraying how it can make the difference between life and death, Apple’s ad becomes relatable, effective, chilling, and dystopian all at the same time. It creates a strong emotional response from viewers by striking a balance of fear and goosebumps, illustrating how powerful it can be in saving lives.
These ads all attract and persuade viewers through emotional connection, relatability, and shared values — but above all, storytelling. These are the most powerful ways to create an ad that is sure to resonate with your audience.
MarinOne can help you extract maximum value from your most persuasive marketing materials across different mediums, platforms, and channels. To find out how, contact one of our MarinOne experts today.
Marketers are commonly tasked with making educated guesses covering an array of topics, such as buyer’s journey, which accounts are worth targeting, what content will resonate best with their customers, and so forth. While these guesses help drive business decisions and are used to create marketing campaigns, they are not the best tactic for accelerating your business.
To maintain a true competitive edge by making smarter, more informed decisions, marketers must stay on top of new technologies and trends such as predictive analytics. Let’s take a closer look to see what it’s all about and hear from MarinOne expert Joe Southin on how it can help you improve your business and increase your company’s bottom line.
Predictive analytics is the use of machine learning, artificial intelligence (AI), data mining, predictive modeling, and other statistical techniques to forecast behavior, trends, and activities by analyzing past and present data. Using these analytics, you can strengthen your marketing efforts, enabling you to respond to developments more strategically. Predictive analytics can be used for predicting:
According to Gartner, marketing budgets are steadily climbing across all industries in 2022, increasing from 6.4% to 9.5%. That’s why using predictive analytics is more important than before.
Predictive analytics can be immensely useful. Here’s how:
For enhanced marketing performance, applying predictive analytics is crucial. With accurate data, you can implement a marketing strategy that will generate the impact you need to be successful. When you use predictive analytics to guide your strategy, you'll be more prepared to make informed business decisions and deliver campaigns that drive the results you’re seeking with minimal risk.
“Here at MarinOne we predict with confidence how an individual object is going to perform, not just tomorrow, but for the next few days,” says Joe Southin.
Predictive data helps you determine where to focus ad spend. It identifies the advertising channels and times that warrant increased spending and resources, and it provides useful insights so you know when to reduce investments. Use your forecasts to pinpoint where adjustments need to be made and how you can allocate your budget more efficiently.
According to Joe, “Forecasting gives you the opportunity to accurately project sales, revenue, and expenses. When you can map out how an object will respond with marketing spend, you can evaluate different price points.”
You can optimize your marketing budget by staying up to date with the latest marketing trends. Not only will it make your marketing campaigns more targeted and effective, but it will improve ROI, customer retention, and customer experiences as well. Competition in today’s marketing landscape is fierce. Understanding current market trends is key to remaining competitive. With predictive analytics, you can predict future shifts and plan your campaigns accordingly.
“Keeping up with the most current trends is key to strategizing so you can make better business decisions,” says Joe.
Provided it’s assessed and interpreted properly, customer data can be used to maximize the efficiency of advertising expenditure. By harnessing the power of predictive analytics, you can pinpoint everything from usage to customer buying behaviors. Customer data can help ensure that you don’t waste ad spend on irrelevant ad positioning or unnecessary communications. In turn, this can free up part of your budget for other revenue-boosting opportunities.
“No matter what industry you’re in, predictive analytics provides you with the necessary insights you need so you can make your next move. With a deep understanding of customer data, you can change your course of action for your campaigns to be more successful,” explains Joe.
If you are looking to optimize your marketing budget and maximize profitability, it's essential to allocate every dollar effectively. To fine-tune your budget allocation across different publishers, focus on the ones where you can fully control targeting and cost instead of spreading your budget thin. This will condition you to get rid of what does not work and focus your resources on what does.
Joe adds, “It’s essential to manage spend efficiently so you can yield the most optimal results. To do so, pay close attention to what’s actually working and what’s not by using predictive analytics to maximize value.”
Managing and coordinating all steps in the analytical process can be complex. By following best practices, you’ll be well-positioned to glean the maximum benefit from predictive analytics.
Predictive analytics empowers you to optimize operations by predicting outcomes. The predictions directly inform the action to take such as focusing marketing efforts on those most likely to make a purchase or identifying those who may commit fraud. To get the most value out of your data, be sure to align your strategy with your business objectives.
Also remember that you can pull down data from a variety of different sources, and even integrate additional functions from third party platforms, thanks to widely available APIs. Learning the basics of APIs and what they have to offer will show you just how much potential they have in a predictive analytics context. They’re well suited to expanding the potential of internal tools, and letting you squeeze even more value from every data point that you gather across your operations.
Before you determine your marketing spend, thoughtfully assemble your marketing and sales teams. By making sure everyone is on the same page, departments will be able to work together more successfully. Having a transparent approach is not only beneficial for collaboration, but it also helps generate useful feedback regarding marketing tactics from different teams.
There will always be factors that change. As a result, as you develop your predictive analytics models, you must continue monitoring them, improving them where necessary, and refining them when needed. These steps ensure the accuracy of your analytics.
No matter what industry you are in, the need for predictive analytics is more critical than ever before. Predictive analytics can help you make better marketing predictions so you can start to achieve real growth. By mastering predictive analytics, you will also gain a competitive advantage.
For a deeper understanding of how you can put predictive analytics to work for you, consider MarinOne.
When you partner with MarinOne for your predictive analytics needs:
Want to learn more about how our platform can help you integrate predictive analytics into your marketing campaigns and bring added value to your business? Schedule a demo with one of our MarinOne experts today.
When retailers want the attention of a particular market segment, they use all kinds of strategies to effectively target their ads to specific audiences and increase conversions. The most effective one? A Google Adwords feature known as Remarketing Lists for Search Ads (RLSA).
You have probably visited a website in search of a product, only to leave that site to be targeted with an ad for the exact product you were just researching. This happens because of remarketing lists. Once we’ve shown interest in a product, businesses want us to keep thinking about it—and hopefully come back for a purchase.
Remarketing Lists for Search Ads (RLSA) are a crucial part of any digital marketing strategy. RLSA allows you to target users who have already been to your site with new ads so you can bring them back again and land a sale. This allows you to customize your search campaigns by tailoring ads and bids for related keywords on Google or other Google Display Network sites. By leveraging this tactic, you can connect with pre-qualified prospects to increase your conversion rates, revenue, and overall profits.
When shoppers are surfing the digital landscape for products, standard display remarketing catches their attention with ads. However, users are not very receptive to these kinds of placements, and many people use ad blocking technology to avoid them altogether. In fact, a study done by Statista indicates that more than 42.7% of people worldwide use ad blocking tools.
RLSAs are different. They target audiences with search ads instead of intrusive display popups. In contrast to typical Google display ads, RLSAs only appear when a user has actively searched for a term.
When used correctly, RLSA ads refine your ad campaigns and help direct your ad budget into a highly valuable market. Here’s a look at some of RLSAs biggest advantages.
Because you can customize content, you can increase customer engagement. Using search ads allows you to offer personalization and increases win-back potential. According to a ComScore study that analyzed 103 campaigns from 39 different advertisers covering seven industries, retargeting ads generated an average lift of 1,046%.
RLSA enables you to target people who have already shown interest in your brand. Because these leads are considered qualified, they are more likely to return, giving you a higher CTR and a better quality score. With a higher quality score, your ad ranking in the SERPs is also likely to be higher.
Using broad keywords can lead to more conversions by expanding your reach. By using RLSAs, you can set up different campaigns or ad groups for the keywords you want to try so you can determine whether they improve conversion rates.
With RLSAs you can choose to target only valuable and qualified users, excluding those who are not providing value, thus saving money. You can also adjust your remarketing lists so users who have chosen to disable ads are not targeted, making your campaigns more cost-effective.
Remarketing lists allow you to segment your audiences into lists based on their performance. As a result, it can help you stay connected with potential customers who have previously shown interest, leading to increased sales and improved ROI.
For better results with your targeted ads, learn about your website visitors and their typical behaviors throughout their customer journey. Analyze the funnel steps they travel through before converting.
Conduct an experiment to see what works and what doesn’t work.
Instead of selecting your #1 prospecting keyword, consider starting with your 2nd, 3rd, or 4th ranked prospecting keyword.
Bid aggressively lower, not conservatively lower. Don’t be afraid to adjust your bid to be lower than what you are bidding on your current prospecting campaign. Doing so will allow you to realize the true impact of your retargeted search.
Remember that you are retargeting visitors who have already been to your site and are familiar with your brand or product. Instead of beating around the bush, be direct, clear, and bold. Write copy that hard sells, something that will encourage people to take immediate action on your offer.
Make sure that the ad copy you use is relevant to the action your users have already taken that got them on your remarketing list originally.
Interested in boosting your remarketing results or improving your search ad campaigns? Implement RLSAs to see your performance increase with less time, money, and effort.
By partnering with MarinOne, you can improve your targeting efforts and increase your financial lift. With MarinOne’s platform, you can segment and target high value customers by audience across search, social, and display to drive your next wave of cross-channel optimization. To learn more, read our article on how to use RLSA.
Ready to get started? Contact one of our MarinOne experts today for a free trial.
Conversion rate is a crucial metric for digital marketers. It indicates how well your ads are working—since conversions are the main reason you're running ads in the first place. If your conversion rate is low, your advertising dollars are going to waste. But if it's high, you'll have much more money to spend on other marketing campaigns, like PPC. If you're running display ads and not seeing the results you want, it might be time to tweak your strategy. So, what exactly can you do to increase your digital ads’ conversion rates?
In this article, we'll walk you through eight tips to help boost conversions so you can reach a larger audience and increase sales. Remember, there are no hard and fast rules when it comes to conversion optimization, but following these tips will help get you started on the right path!
Conversion rate is a tricky concept. It's not as simple as measuring how many customers you get out of each ad. Instead, it's a measure of how many people who see your advertisement actually do what you want them to do, like download an ebook or make a purchase.
By increasing your conversion rate, you can make the most of your digital marketing budget and maximize your return on your investment.
A high conversion rate is a result of:
A low conversion rate means your website’s performance or design may be lacking. This could be as a result of slow loading pages, forms that are broken, or content that doesn’t accurately convey the offer’s value.
Through conversion rate optimization (CRO), you can allocate your PPC budget more efficiently and persuade prospects to take action.
To calculate conversion rate, divide the total number of conversions by how many visitors clicked on your ad. To get the percentage, multiply that result by 100.
Leads Generated ÷ Website Traffic x 100 = Conversion Rate %
This formula can be used for every conversion opportunity on your site. Count only the number of visitors on the web pages where the offer is listed.
To optimize your conversion rates, create a robust conversion optimization plan. Consider what your prospective customers really want from you so you can make the conversion path as smooth as possible. Conversion goals help you optimize your advertising objectives more easily. With defined goals, you can also measure your marketing performance and set benchmarks for improvement. Clear objectives will lead to more successful campaigns.
There are a few ways to make your content more accessible and clear to readers:
“Accelerators” offer the extra push users sometimes need to convert. To increase conversions on short-lived deals and offers, use copy that provokes a sense of urgency such as “Limited time only,” “Last chance,” or “While supplies last.” As part of your ad creative, add direct call-to-action buttons to increase conversions. Offer limited-time discounts or free shipping for orders placed in the next 24 hours with no coupon code needed! This will help drive traffic and increase sales, especially for those final hours before major holidays.
By engaging customers with a live chat capability, you can increase both customer satisfaction and conversion rates. Live chat tools are perfect for consumers who are on the fence. This is one of the best ways to respond quickly when a customer has a question about your product or service, which can lead to increased sales.
If someone has bought a product, they might be interested in learning more about the topic or how to get even more value from the purchase. If someone has signed up for your email newsletter, they're probably interested in staying up-to-date on new products and promotions. Content upgrades can include:
Social proof is a powerful persuasion tool that we've all seen in action—and reviews are one of the most instrumental forms: 89% of consumers read reviews before making a purchase. Social proof builds trust and when your customers have established trust in your brand, they’re more likely to convert. Here are some tips:
Reading reviews and testimonials puts consumers at ease. If it’s not apparent that your customers have faith in your product or enjoyed using it, your conversion rate will likely suffer.
Include a search button on each landing page where a customer can type in their question or issue so a link to the answer appears at the top of the page for them. Next, make sure you include links to the FAQ page from both your homepage and contact page, or wherever else is relevant. This ensures that anyone who uses Google to research your business before clicking on one of your ads will be able to find this valuable resource immediately after landing on one of these pages.
When your button stands out from its background, it becomes more obvious and easier for users to spot when they're scrolling through pages of content or shopping carts filled with products. This means that more people are likely to click on the button than if it was surrounded by other things like photos and logos, which can make buttons less visually prominent or harder to see.
There's no doubt that digital advertising is one of the fastest-growing industries in the world. In fact, display ad spending is projected to increase by 20.9% in 2022 alone. So if you're looking for a new way to increase conversions and improve your bottom line, MarinOne can help.
Knowing how to improve the conversion rate of your digital ads is critically important to the growth and development of your business. With MarinOne, you can create, manage, and measure your digital ads so you can gain insights into what's working and what's not, allowing you to make adjustments that improve your results. MarionOne’s automation tool enables you to track ad metrics and conversions automatically.
Learn more about MarinOne’s ad automation tools. Or reach out to one of our MarinOne experts today to schedule a demo.
Content marketing is buyer-centric. It’s measurable, compounding, and scalable. In fact, it typically performs more reliably than other tactics, which makes it one of the best foundations to build marketing success. Creating unique, consistent, and valuable B2B content is simply the best way to connect with your audience. In this article, we’ll explore what B2B content marketing is, why it’s important, how to build a strategy, and how you can use it to grow your business.
Business-to-business (B2B) content marketing is the practice of producing and distributing content methodically to increase brand awareness, improve traffic, generate leads, and boost sales. It’s the process of using content to grow your audience, strengthen brand affinity, and ultimately improve your bottom line. Traditional forms of B2B content marketing include blogs, podcasts, email newsletters, and infographics.
Content marketing directly influences your organic traffic. When traffic is flowing, you’re building awareness for your brand. Done right, content marketing can help
Simply focusing on content creation isn’t enough to create an effective B2B strategy. Marketers must also take notice of leading metrics like engagement rates, clicks, and bounce rate. When content is tailored to suit their interests, audiences will continue to consume it. If content is geared towards a buyer’s tendencies and intent, it will also improve overall engagement as well as conversion rates.
A good SEO strategy coupled with high-quality content produces long-lasting results that compound over time. Once content is generated, it has great potential to drive organic traffic to your site—without you having to compete for top spot ads.
Although upfront costs for content marketing may initially seem high, it is considered to be more cost-effective than other traditional forms of marketing, paid advertising, and video marketing.
Additionally, the content you create can be frequently updated and repurposed, costing you a fraction of the price it took to make it. In the long term, the more you use your content, the cheaper it will become.
According to Statista, 30% of marketers believe content has the highest ROI of any channel. Marketers commonly try to amalgamate content’s strategic and financial value into a single metric: campaign ROI, or the success of a single campaign. When measuring the value of your content, be sure you stay focused on the challenge you are trying to solve. Content assets can be employed in numerous ways and can simultaneously be used across multiple platforms. It can also be used for video purposes, on your website, as a transcript for a blog, and so on.
Every B2B content marketing strategy is unique. However, to create a successful roadmap, you need goals and understanding of your company's long-term objectives. Don’t let the idea of a content strategy be too daunting. It’s actually not very complicated and once you understand what it takes to plan one, you can start creating content that can drive success in your business.
When you know your audience well, you’ll find it a lot easier to create the right content for them. Even if you have a large audience, explore your Google Analytics data on a granular level. By doing so, you can learn a great deal about your site’s visitors such as gender, age, location, and what topics interest them the most. Once you have more insight into your audience, you can expand content into new relevant subject areas.
When you have a good understanding of your audience, review the customer journey. This can be complex, as they probably went through multiple touchpoints. However, it will help you discover which kinds of content are most effective at leading prospects down the sales funnel. When you have a good idea of where a prospect is in the customer journey, you can adjust your content to keep them interested.
Determine who your biggest competitors are and what kind of content they’re producing. To distinguish your company, aim to deliver content in engaging ways that your competitors can’t. Present content that highlights the unique value of your business and services. If they have specific content that is performing well, you can use an AI writing solution like Quicktools to quickly generate copy that is similar to the competitors' content, yet unique and approachable enough to give you a better chance of attracting ideal customers. Unique and approachable messaging will give you a better chance of attracting ideal customers.
Data can provide a lot of information, allowing you to measure what’s working and what’s not. To advance your B2B content, you must take analytics seriously. Some metrics that are worth measuring include:
Once you understand how your content is performing, you can adjust your strategy accordingly. If there is specific content that gets better than average conversion rates, promote it via sponsored content or paid social ads.
Content marketing pitfalls can often be prevented with careful planning. With the market so crowded, there’s little room for error and missed opportunities. Marketers need to focus on getting it right as they are limited by a finite number of potential customers. Common mistakes include:
When user-generated material goes ignored, marketers miss out on a major opportunity to build a solid foundation of trust with consumers. To ensure content reaches their audience with a greater impact, marketers can include reviews and testimonials where appropriate, and even outsource content creation to users. This saves time and resources.
A review and editing process is vital to ensure high-quality content that is relevant and engaging. It is also wise for marketers to create a content review and approval checklist. Alternatively, using a content management platform can help mainstream the process, making it easy to create, approve, and publish your content.
Promoting content is key to extending your reach to relevant audiences. Include new content in your emails and social media posts to drive more traffic to your content pieces and help nurture potential prospects. Keep in mind that producing content is only as effective as the efforts you make to advertise it. Native ads, display ads, and paid social are also great tactics for distributing articles or whitepapers as far reaching as possible. It no one reads the content then it doesn't matter how much you have or how good it is…which is why content creation is just as important as content promotion.
As a B2B company, MarinOne is well versed in what it takes to reach the right audiences with the right messages. Through our cross-channel approach, your campaigns will persuade and convert like never before.
Business to Business advertisers gain a competitive advantage by identifying and analyzing the right data and integrating insights from that data to help campaigns perform. With MarinOne, you can easily optimize your content and automate key workflows using first-party data.
Get in touch with one of MarinOne’s experts today to see how we can help you with your marketing needs.
In 2023, Google will stop supporting Universal Analytics and switch all customers to Google Analytics 4. Prepare ahead of time to make your transition as seamless as possible by making GA4 an integral part of your tech stack now. We will discuss how Google Analytics 4 differs from earlier versions and there will also be pointers for maximizing the platform's functionality.
So now comes the question of what new features there are in GA4, and the answer is, in short… a lot. The data collection algorithm and data structure in GA4 are quite different. Now, rather than sessions as in the past, everything is built around users and events. Every user interaction is treated as a separate event in an event-based approach.
This shift is important since, in the past, we relied on a session-based model that categorized user activities over a certain time. Marketing grows significantly from shifting the focus from sessions to events, including improved pathing analytic capabilities and cross-platform analysis.
By switching to an event-based approach, GA4 becomes more adaptable and has improved user behavior prediction.
Normally, the data in your reports comes from activities that occur as people engage with your website or blog. A page view event is triggered whenever a user accesses a page on your site.
The following events may be gathered without the use of any code:
To update the GA version, you can follow the steps that are listed below:
Easily install GA4 by navigating to the admin part of your reporting view in your GA3 property. Open the admin section and start the process.
You will see that the "Setup Assistant" link for GA4 located under the Property column. Click on it.
You will find the heading "I want to create a new Google Analytics 4 property," click the "Get Started" button.
In this step, you need to click on the Create Property button. New GA4 properties will now be created automatically by Google Analytics. Your current GA property will continue to exist. So you will have access to at least two GA properties. With gtag.js, the GA4 setup assistance operates automatically. You must add the Analytics tag manually if you use a website builder like WordPress, Wix, etc. However, this new GA4 property won't start gathering data automatically. For the data to begin flowing into your new GA4 property, you must configure your GTM (Google Tag Manager).
Now click on the "see your GA4 button. A new tab will open. Click on the Data stream link.
In this step, click on your web data stream. Note: Both "web stream" and "data stream" are used in Google Analytics 4. These two terms refer to the flow of analytics information your website sends to Google Analytics.
Select "Use existing on-page tag" from the Tagging instructions section. Select Google Tag Manager from the drop-down option. Now you will see the instructions for setting up a tag to track your website data in the new GA4 property. Note down the measurement ID.
Go to your GTM account and click the link for New Tags. Give your new tag a name like "GA4 tracking - All pages" and choose Google Analytics: GA4 Configuration as the tag type.
In the Measurement ID text box, type the measurement ID you recorded earlier. Make sure that your trigger fires on all pages. To save your tag, click the Save button.
Click on the Preview button, which is situated in the upper right corner. The Tag Manager Preview mode window will appear in a new browser tab. If it doesn't, it indicates that your browser is blocking the window.
Now enter your website address and click on the Connect button. Your website will appear in a new tab in your browser window as soon as you click the Connect button.
Return to the tab of your browser that displays the Tag Manager Preview mode window, and click the Continue button. Your tag is firing properly if you see the tag "GA4 tracking-All pages" in the Tags Fired column.
Now again, open your GTM account and click the submit tab. Click the Publish button after naming your version. Go back to your website, click on a few pages, and open them. After scrolling up, open your GA4 property again and click the cross button next to the Web stream details.
From the menu on the left, just select the Reports icon.
Your home page report's quick response will be:
Select Real-time report by clicking over it. Your real-time report should show new data. Remember that Google Analytics 4 reports differ significantly from the Universal Analytics reports. In addition to using the new catalog, several well-known metrics and reports have been totally removed. Basically, you would have to start again with Google Analytics 4 if you were using standard reports like the Top Landing Pages report.
Keep in mind that GA4 property is the default option while establishing a new property from within an existing GA3 property. However, you can still use the GA4 Setup Assistant option in your GA3 property even after you have created your new GA4 property.
The option to "See your GA4 property" should appear when you click the GA4 Setup Assistant link once more, indicating that you have successfully set up the GA4 property and connected it to your previous GA3 property.
App + Web was basically Google Analytics 4's beta version. All App + Web properties are now accessible as GA4 properties. This means that you don't need to do anything.
Open the property in your Google Analytics account. The previous Universal Analytics interface will have been replaced with the new GA4 interface.
Google Analytics 4 uses artificial intelligence (AI) to effectively gather user data, provide statistics based on customer life cycles, and help you customize your advertising to your target audience. Combining these elements can increase your chances of conversion and ROI while also building your business.
Using GA4 in combination with MarinOne reporting and conversion tracking tools will give your marketing team complete visibility on all your website impressions, engagement, and actions…with a holistic view of users and events across channels and devices. By automatically connecting and combining siloed marketing data from thousands of sources, you can understand the impact of your marketing at both high and granular levels.
Ready to know your best-performing tactics across the consumer’s journey and optimize every marketing dollar? Speak with one of our expert consultants today to learn how to get started.
When it comes to creating snap ads, the little ghost has your back. Snapchat distributes quite a bit of information to help advertisers find success on their platform. In this post, we’re consolidating their tips along with the insights from veteran users to give you an all-in-one guide to Snapchat ad strategy and campaign optimization. Let’s get into it.
When you start out, you’ll set up your campaign similar to how you would with Facebook ads. It goes like this: campaign > ad set > ad. You can have multiple ad sets in one campaign and multiple ads in one ad set.
The Snapchat ads manager doesn’t save your work halfway through. If you start creating an ad, make sure you have time to finish it. The last thing you want is to waste time creating ads that only the Snapchat ghost will end up seeing.
With Instant Create, you can build a single ad in under 5 minutes. It’s a solid option for beginners.
For more detailed targeting options, you’ll want to opt for Advanced Create.
Choosing a campaign objective in Instant Create is as easy as clicking one of the 5 options in the screenshot above. With Advanced Create, the options are a bit more thorough. Here’s what that looks like:
When choosing your campaign objective, think about what you want your audience to do when they swipe up on your snap ad. Choose from the following options:
You can find out which ad types are available for each objective here.
Once your campaign objective is set, choose a start and end date (or just a start date, if you plan on running the campaign indefinitely) and set your daily and lifetime spend caps. Campaign spend caps must be at least $20.
On the next page, you’ll name your Ad Set then attach Snap Pixel and Snap App ID Tracking. Snap Pixel is a tool that helps you measure your campaign’s cross-device impact. This means you’ll be able to track the actions Snapchatters take on your site after seeing this ad. Snap App ID tracks actions snapchatters take in your mobile app after seeing your ad. Using this feature unlocks additional targeting benefits like Mobile App Custom Audiences, App Re-engagement Optimization Goals, or SKAdNetwork.
Right under that is where you pick your ad set budget and schedule. The daily budget minimum is $5. Then you have the option to pick your placements. Snapchat recommends choosing automatic placement, but here’s what it looks like to customize:
Select the appropriate demographics for your campaign. Here, you’ll specify your audience by gender, age, and language. Next, you pick the location(s) you want to target.
Click “Show Advanced Targeting” to view the final two targeting sections: “Interests and Custom Audiences” and “Devices”.
“Lifestyles” and “Visitors” are the two Snapchat Lifestyle Categories within the Interests and Custom Audiences section. According to Snapchat, these are “Audiences that have been built and packaged using Snapchat and Third-Party Data, allowing you to reach people based on their online and real-world interests and behaviors.”
There are a lot of options to choose from, so spend a good bit of time scrolling through and designing the audience that best fits your target customer base.
Last up is device targeting. You can pick between android and iOS, cellular or wifi, and specific device makes. This is only relevant in some situations, like if your app is only available for iOS. Otherwise, clicking “All” is your best bet.
In addition to demographics offered in Instant Create, you also get to choose a household income, education level, and marital/parental status.
The biggest difference between the two is the Interests and Custom Audiences section. With Advanced Create, you can pick from Predefined Audiences or create custom audiences from scratch. Predefined audiences are the Lifestyle and Visitor categories available in Instant Create.
Custom Audiences can be created using Snap Audience Match (CRM Lists), Snap Engagement Audience, and Lookalikes. You can choose to deselect the option to expand your audience automatically to optimize performance if you want, but it’s automatically selected based on Snapchat’s recommendations.
When you click the “Create Audience” button, you’re taken to a page where you choose from one of 3 options:
In addition to the operating system, device make, and connection type, Advanced Create also allows you to target specific mobile carriers.
Here are some best practices to keep in mind:
Now’s the time to pick your daily budget, goal, and bid.
Auto-bid will get you the lowest CPC if you’re new to Snap ads. If you plan to choose a bid amount, go with whatever you’re willing to pay to get the action you want.
With Advanced Create, you’ll adjust your per-ad budget in the Delivery section. The options change based on your goal, but here’s what it looks like if you choose “Swipe Up”:
While Snapchat recommends auto-bid, you can play around with Target Cost and Max Bid and see how they affect your results. When you click the Max Bid option, Snapchat will offer a recommended range to choose from. You don’t have to pick within this range, however.
Choosing Max Bid also unlocks the Pacing feature, You can pick Standard to spread your CPA organically across your set dates or you can choose Accelerated to deliver your ads as quickly as possible (best for time-sensitive campaigns).
The next page is where you create your content.
You’ll also get access to additional features depending on where you send your viewers. For example, you might see the option to enable autofill for lead generation or smart prefetching to speed up mobile site load times.
When it comes to optimizing your Snapchat Ads, it all comes down to trial and error. First check that your ad type aligns with your advertising goal:
Marin Software's team of marketing consultants are standing by to get you started. Our tool makes cross-channel executive perspectives easy to see, and helps you make the best tactical marketing decisions possible…which is especially important when testing new channels. When you integrate the management and analysis of all your social and paid search platforms together, you'll save time and energy for everyone on the team. Our experts will make sure everything is tied together properly at the start so you can automate the systems that slow you down.
Marin Software's repertoire of platform integrations continues to expand as we introduce a direct Snapchat integration into our suite of tools, available now to Marin users.
Chris Lien, Marin's Chairman and CEO, said the following about this promising partnership: “‘Snapchat has an enormous reach with millennial and Gen Z shoppers who hold $4.4 trillion in global spending power. This gives brands an incredible opportunity to drive brand awareness and revenue with their future customers. We look forward to providing our customers an avenue to integrate our powerful reporting, advanced bidding, and campaign management tools to achieve the best performance on the Snapchat platform.”
The combination of Snapchat audiences with MarinOne's bidding and automation will prove to be a winning duo for advertisers. Marin has been a leading provider of digital marketing software for performance-driven advertisers for nearly two decades, while Snapchat continuously innovates new and unique experiences for users.
Incorporating Snap more thoroughly into our software is a direct response to our clients's needs as well as market popularity of Snap continuously rising. With 18% YoY growth in users, Snapchat has proven that forging their own path in the social media landscape is a solid strategy. They continue to lead the charge globally in AR, avatar, and communication features for users.
With the assistance of machine learning and automated optimization, the MarinOne integration with Snapchat’s Marketing API gives advertisers the opportunity to analyze, monitor, and improve Snapchat campaign performance, while making one-to-one comparisons with other channels. Advanced analytics through MarinOne's grids provide flexible reporting, while AI bidding, budget pacing, and forecasting provide marketers with the insights they need to get the most ROI possible.
If you'd like to get started with a Snapchat strategy, speak to one of Marin's marketing consultants–we can get the MarinOne - Snapchat integration up and running for you in no time at all.
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We are thrilled to share that Marin Software has been recognized as a Strong Performer in The Forrester WaveTM: B2B Advertising Solutions Q3 2022 report, conducted by Forrester Research Inc. For many years Marin has aimed to provide you with the best advertising management solutions possible; and it is great to hear that our work stands out amongst the industry.
The report evaluated 14 B2B Advertising Solutions providers based on 28 criteria across their current offerings, strategies, and market presence. Marin Software received the top score in the B2B performance criterion reporting and also received the highest possible score in the execution roadmap and market approach criteria. We are proud of this recognition in these two areas. We have many other product improvements planned for the next year as well, so we hope to excel and shine in the other areas of evaluation in the coming months as well. Our primary goal is to listen to our users, stay at the forefront of paid media technology, and respond with the best possible tools accordingly.
According to the report, “Marin Software’s execution roadmap and market approach are superior and include the innovative use of audience data to enable a variety of B2B advertising use cases from e-commerce to ABM… Ad-level, performance-level, and ROI-level reporting are also superior.”
Our Chief Executive Officer, Chris Lien, said the following in regard to the report: “We are proud to be named as a Strong Performer in The Forrester WaveTM B2B Advertising Solutions report. We are committed to delivering B2B advertisers with the best solutions for analyzing, automating, and optimizing their marketing campaigns and we are thrilled to be recognized in the report.”
Marin has been helping advertisers advance their digital advertising campaigns for over 15 years and has managed over $40 billion in advertising spend for some of the world’s top brands. We look forward to continuing our innovation process, and if there are any other areas where our software can improve, the feedback of our clients is invaluable for us to keep moving forward and create the time-saving features digital marketers need.
Whether you are an existing client, or new to us and looking to potentially utilize MarinOne as your advertising automation tool, know that our team of experts are some of the most knowledgeable marketers you can find, and ready to help you strategize the best possible digital campaigns.
We also offer self-serve functionality to our MarinOne platform where you can get a unified view of your omnichannel marketing. Our industry leading optimization tools have flexible reporting to help advertisers maximize the impact and reach of their digital marketing investment across paid search, social, and ecommerce channels. Learn more about our offering in the ads management space–we're standing by ready to give you a complimentary analysis and consultation on your current campaign setup.
Amazon receives over two billion visitors a month. With such a large audience frequently visiting its platform, it’s no wonder the number of marketplace sellers has exploded over the last decade. The volume of online shoppers is making it harder than ever for sellers to make an impression and grab the attention of customers. If your goal is to expand your reach and attract new customers, Amazon’s Demand-Side Platform (DSP) may be the answer. And there is no better time than now. Why? Amazon DSP is on track to make $17.6 billion from advertising this year and is expected to reach a staggering $46.6 billion by 2025.
Amazon DSP enables programmatic buying and selling of display, video, and audio ads. The demand-side platform allows you to reach audiences both on and off of Amazon and across leading publishers’ sites like Twitch.tv, IMDb, Audible, Zappos, and others. The ads often appear not only on Amazon and Amazon-owned websites, but across Amazon-owned apps, Amazon devices, and affiliate websites and apps within Amazon’s network. Through Amazon DSP, you can create more brand and product awareness to encourage shopper re-engagement and retarget lost or potential customers.
Dynamic ads automatically optimize which ad to display based on your campaign goal. Using machine learning, Amazon DSP can feed audiences relevant ads based on predictable behavior—delivering coupon code strategy tactics to incentivize impulse buyers and generating ads with customer reviews in them to engage customers who prefer to read reviews before purchasing a product. Since dynamic ads only direct to an Amazon product listing page, they are not a viable option if you use DSP to promote your direct website.
Unlike dynamic ads, static ads feature a call-to-action and a simple image. They can lead customers to an Amazon product listing, an Amazon Brand store, or directly to your website.
In-stream or out-stream video content can be displayed both on and off Amazon. Your video ads can link directly to your website or to a product detail page on Amazon. Video ads through DSP help you leverage Amazon’s audiences to target the right shoppers.
These ads, displayed as full-screen videos on TV, allow you to create brand awareness in a separate medium. By using OTT, you can expand your reach to millions more people and target specific Amazon audiences. Keep in mind though: with OTT ads shoppers have no way to click and take action.
With Amazon DSP’s thousands of customer segments and its insights into shopper history and intent, it can help support many of your advertising goals. Here’s a glance at the different targeting options available.
Behavioral targeting is often used for brand awareness purposes and enables you to set any number of triggers so you can target shoppers further down the funnel.
With Lifestyle targeting, relevant ads are served to people who buy from a particular category habitually. This type of targeting allows you to target customers who share similar characteristics with your current customers or are interested in brand-relevant categories.
You can target ads based on gender, age, income, or location.
Target your ads based on specific end-user devices including Android or Apple phones, different operating systems, desktop users, or other niche devices such as the Amazon Fire tablet.
By using in-market targeting, you can build brand awareness and increase sales. Audiences who are “in-market” are those who have high intent with a greater likelihood of purchasing your product or services.
Serve ads to users based on what they are browsing right now. Contextual targeting is a great option to encourage impulse buys and drive conversions quickly.
For consumers who are on the fence about buying a product or a competitive product, remarketing targeting can help. The different types of remarketing targets include Pixel-Based, ASIN, Purchased ASIN, Brand Halo, and Similar Product remarketing.
Audience Lookalike targeting hones in on customers who share similarities with your existing customers. With this option, you can take advantage of Amazon’s unique data combined with its collaborative filtering that can create detailed consumer profiles.
Amazon DSP allows you to leverage third-party data so you don’t have to solely rely on the first-party data that Amazon provides. Through the use of pixels, CRM data, and/or DMP audience transfers, you can reach customers who have previously engaged with your brand.
By using Amazon DSP, you can take your campaign performance to a whole new level and achieve your programmatic advertising goals. Here’s how:
One of the greatest benefits of Amazon DSP is that advertisers can tap into Amazon’s first-party shopper data. Every search, view, click, purchase, and other shopper action along the customer journey is tracked. With Amazon DSP’s robust data capabilities, you can glean more information about how, what, when, and why customers buy what they buy. You can also gain access to key performance metrics such as total purchases, product units sold, add-to-cart rates, and more to help you determine what’s driving results and what’s not.
Retaining your current audience is not only critical to sustaining your company’s success but is also a more cost-effective way to spend your ad dollars instead of attracting new customers. Using Amazon DSP, you can retarget potential customers who have already engaged with your brand or products.
Targeting shifts over time. Amazon DSP allows you to adjust your strategy accordingly so you can move your ad placements, reroute your creative spending, or reposition your domain ads to reach customers who have expressed interest in your product.
With Amazon DSP, you can expand your audience reach across a vast range of sites. An attention-grabbing display ad or video campaign can improve your brand perception and increase awareness by being displayed on a large number of websites simultaneously.
Amazon DSP enables you to have your campaigns up and running in just minutes so you don’t have to spend time playing phone tag, negotiating, handing off creative tasks, reconciling billing, and settling up payments.
Looking to take your Amazon DSP to the next level?
MarinOne integrates with Amazon DSP to help you better understand your customers on Amazon. Our platform goes far beyond what Amazon provides with a comprehensive suite of tools that activate and amplify your entire Amazon advertising campaign portfolio.
With MarinOne, you can analyze paid search and social advertising as well as other retail media, shipping campaigns, and marketplaces, giving you a cross-publisher and cross-channel view of performance.
Our alerts provide real-time updates on changes in activity so you can always be in the know and never miss an opportunity to improve performance. Use our marketplace signals to link your DSP performance to reviews, ratings, inventory status, price, and more. In addition, MarinOne features Amazon metrics like detailed page views and new to brand.
Ready to find out more about how MarinOne can help with your Amazon DSP campaigns? Get a personalized demo today.
Display advertising is one of the best ways for businesses to grow their online presence—and there are plenty of sites where you can promote your products and services. Unfortunately, many beginners make mistakes that impair their advertising efforts.
Several factors need to be considered to create a successful display ad campaign. This article will discuss display ads and why you should use them, and we’ll give you 11 tried and tested tips for standing out.
It’s true that text-based search ads have their advantages when it comes to click-through rates and conversions, but there’s still an important place for display ads. Some important uses of display ads include highlighting products or services that are visual in nature, and cultivating and educating potential customers in the early stages of the sales funnel, regardless of whether they click on the ad. It’s no wonder, then, that companies in the US have been spending more every year on display advertising—and this trend is set to continue.
Why else should you use display advertising? First and foremost, display ads can—when done correctly—put you in front of your target audience immediately. This is in contrast to the longer-term investment of time needed for organic content marketing—making it an excellent option if you’re trying to scale a newly established business quickly.
Because you’re getting in front of more of the right people more quickly, display advertising is an excellent way to increase sales right out of the gate. Since you’re driving more traffic to your website right away, you’ll have more leads to send down the marketing funnel—enabling you to convert more of those leads to paying customers while you build your brand organically at the same time.
Here’s how you can get started with display ads so you can keep your business growing.
Regardless of the industry you operate in, you’ve probably got fiercer competition than ever. However, at the same time, you’re fighting for limited attention spans: research from Microsoft found that average attention spans dropped from 12 seconds to eight seconds between 2000 and 2015. The rise in short-form video platforms like TikTok will likely have an additional effect, but the full impact won’t be visible for a while yet.
Your advertising copy must be brief if you want to engage users. Keep the text content to no longer than a few words, and make sure that every word adds something valuable.
If you’ve never tried display advertising before, you might find it tempting to try and stuff as much information into your ad as possible. However, adopting this approach will confuse your target audience.
Remember: your display ad is only an introduction for users. Focus on one or two key benefits conveyed through strategic use of words and powerful visuals and give interested users more information once they’ve clicked through.
When you consume content online, you probably skim headlines—but how many articles, videos, or ads do you click on? Probably a small percentage. Users do the same with your ads, so your headline must reel them in.
Ask yourself this question: Why should a customer buy from you instead of a competitor? Once you know that, you’ll have an easier time creating your headline.
Since you don’t have much time to convince users that they should engage with your ad, this is not the time for symbolism. Don’t force viewers to struggle with a riddle—give them the straight goods using a clear and compelling message in simple language.
When a sentence is a negative statement, the reader must perform an extra mental step to decipher it, so use simpler language to help your readers understand your message at a glance. A positive statement is more engaging—and more likely to be clicked on.
Additionally, a negative attitude can repel prospective customers, so adopt a light and entertaining tone when possible.
Display ads are not the place for lengthy descriptions—effective ones act like a hook to lure readers to your more detailed content. Make it clear what your offer is; it should be interesting and obvious at a glance.
Did you know that people remember 65% of what they see three days later, compared to 10% of what they hear? And according to Venngage, 52% of research participants said that visual content is “very important”:
You can include several kinds of visuals in your display ads, including still images and animated GIFs. Think about your audience's interests to ensure you choose visuals that appeal to them.
Users ignore boring ads, but ads that are too flashy are also best avoided. Strive to find a balance that's authentic to your brand. Use colors and messaging that are consistent with your branding. Be daring, but take calculated risks. Listen to feedback from others, as this will guide you in the right direction.
Requirements will vary depending on where you place your ads. What works on Google might not work on Bing, and ads that have succeeded on LinkedIn might not be as effective on Twitter or Facebook. Before running campaigns, take the time to think about what interests users on the platform you're using to maximize your engagement rates.
Setting goals before you create ads is the most important thing you can do. A campaign without direction will look disjointed, so users won't know what to expect from your products and services—and they won't click through. Clear goals give you KPIs you can assess to be sure you’re on the right track.
Examples of goals you can set include generating leads, growing your audience, or earning a certain number of subscribers. Get clear on these, and everything will run more smoothly.
Making an impression is the most important goal of a display ad, so use the opportunity to become familiar to your audience. Define your USP—the attribute you most want to be known for—and express it in your ad using clear and impactful words. Consistency in your messaging will help make your ads more memorable.
Running a successful display advertising campaign means considering many factors and adopting a strategic approach. Create ads that are clear, compelling, and scannable. A campaign with no defined goals is destined for failure, but experienced marketers have developed their eye through effort and testing—and using these 11 strategies, you can do the same.
Also remember that display ads should be a piece of your overall omnichannel marketing strategy, and it’s important to see how they are performing in relation to your ads on other channels.
Schedule a demo to learn more about how MarinOne’s cross-channel reporting and optimization platform can give you the insights you need to put your best foot forward on display ads together with search, social, and ecommerce to help you grow your business.
Launching a new product is exciting, but expecting things to go well without any prior preparation would be naive. The vast majority of product launches aren’t successful—not because of the product, but because the business hasn’t thoroughly considered how to showcase the products’ value to the right customers.
There’s a lot to consider when you’re getting ready to release a new product. The list includes determining who you want to sell to, identifying your competition, and deciding how you will set yourself apart.
Even when teams identify a need for their product, a lack of preparation can result in unforeseen obstacles and delays. For example, Gartner found in 2019 that 45% of product launches get put off by at least one month.
Meanwhile, research published by Marketing Charts revealed the most important factors separating product launch failure and success. Pre-launch testing, authentic messaging, and data monitoring all contributed to better results:
A pre-launch checklist helps you get the branding right for your product, which makes it easier to target the right people and prevents any disconnect between what customers expect and what they get.
Before you create a product, you must define your target audience. For most products, there is a focused demographic to advertise to—and it will be clear what the main pain points are that you can solve.
Dig deep when defining your audience. Create detailed buyer personas that consider demographics such as age, gender, job role, daily challenges, and why they should purchase your product.
Regardless of the industry and niche you serve, you’re probably not the first company in that particular area. You will have competitors, many of whom have years of experience and established brand names. You must prepare for your product launch accordingly.
Look at the top companies in your field and note what they do well. Identify their weaknesses and think about where you can fill those gaps. Once you’ve fully understood who you’re competing against, you can spell out your USP—unique selling proposition—to let customers know how and why your product is the best choice.
Once you’ve completed the market research phase and you know who your target customers are and why they need your product, you need to start thinking about how you’ll promote your product. Be sure to consider both organic and paid advertising.
When developing a marketing plan, make sure you answer the following questions:
You should also set SMART goals:
A robust plan will give your team better guidance when putting together the final strategy for your launch.
Your product needs to appeal to your target audience, so you must get your branding right. Think about aspects of branding such as the colors you use and the messaging style to align with your brand’s target audience.
Your branding will vary depending on how you want others to perceive you. Brighter colors should prevail if you want customers to see you as playful and approachable, for example. But if you want to appear sophisticated, you might opt for more of a minimalistic theme instead.
If you want your product to sell, dedicating space on your company’s website is non-negotiable. Create engaging copy that communicates what the product can do for the customer and be sure to include product images, details, and specifications.
Did you know that 55% of consumers discover new brands on social media? If your product isn’t being mentioned on social media, you risk going unnoticed by the people you want to purchase your products.
When creating an online presence, consider the social channels your target audience will frequent. Hint: they’re probably on the channels where your company already has profiles. Select the top one or two to start talking about the product and its launch. Once you have the ball rolling, you can expand to other networks if you notice a demand.
Social proof is one of the best ways to convince others to buy your product, and gaining trust is crucial. As part of your pre-launch process, you must gather feedback from happy customers. Consider offering product samples to some of your existing customers in return for their feedback.
You can use your testimonials in your ads to show how potential buyers will benefit from investing their faith in you. Similarly, you can add them to packaging as well.
Many entrepreneurs worry about not selling enough of their product, but the opposite—having ready sales and no inventory—is also a problem. When you launch your product, you must ensure you have enough supply to meet the demand.
If you sell a digital product, like an online course, this won’t be an issue. But for physical items, ensure your inventory exceeds your sales predictions by at least a small margin—and have a handle on the supply chain to know how long subsequent production may take.
After completing the above steps and beginning your launch campaign, you’ll need to measure progress. Over the following days and weeks, you’ll receive feedback from your customers—and you’ll know whether you’ve met your sales projections. Be agile and ride the momentum forward, adjusting your sales strategy as needed.
Launching a successful product requires a lot of preparation, and getting things right from the beginning will make the whole process much easier and much more likely to succeed. The primary focus areas are to create a product that will meet a customer need, build a solid brand, and make sure the target customer knows about it.
Once you’re ready to advertise, thinking about the channels that’ll maximize your profits is equally important. After each campaign, refine your efforts and adapt your strategy based on what you’ve learned.
MarinOne offers several advertising management tools, including automation and analytics that will make your product launches more successful and help you improve sales as you go. Schedule a demo to learn more.
As a marketer, you know that paid ads and organic social media traffic are both valuable. But how much effort and resources should you put into each? In this article, we'll explore the pros and cons of each campaign type to help you make smart choices. We'll also offer tips on how to measure the success of your campaigns. Read on to learn more.
Paid ads are one of the most popular online marketing strategies for people and businesses to get their message out and drive traffic through their sales funnels.
There are many types of paid ads, but the most common are pay-per-click (PPC) ads. As the name implies, the advertiser pays each time someone clicks on their ad.
Paid ads can be a great way to get your brand in front of an audience that’s already interested in what you have to offer. Since you're only paying for results (clicks), it can be a very cost-effective way to market your business.
Paid ads can generate a lot of traffic quickly and easily. Simply create the campaign, choose where you want it to show, and make it live.
Organic social media traffic, on the other hand, is driven by unpaid posts, stories, and blogs, etc. that appear on social media sites like Facebook, Twitter, and LinkedIn.
Organic social media content can be a great way to increase brand awareness and build relationships with potential customers. It’s also less disruptive than paid ads.
The answer depends on your business goals and objectives. If you're looking for a quick way to increase brand awareness or generate leads, paid ads may be the way to go. However, if you're interested in sustainable, long-term growth, organic ads are probably a better option. There’s a good chance that your business would benefit from both, but the relative resources you invest in each strategy can be assessed by looking at the pros and cons of each one.
Both options have their pros and cons:
In the end, if you’re not sure where to start, try experimenting with both paid and organic social media campaigns to see what works best for you.
An analytics program is needed to determine whether specific content from your organic social media campaign is performing well and the ROI you’re getting compared to your paid ads. To work out the best formula for how to divide your resources, use a combination of ad spend and organic content and analyze the results. The best way to do this is using an ad management platform like MarinOne. With MarinOne, you can see all your campaigns in one place, including performance data for both organic social media content and paid ad campaigns. This makes it easy to track the success of your organic and paid ad campaigns and compare the two side-by-side.
While paid ads can be very effective when done correctly, they do require investment, which might not be feasible, depending on your budget and the industry. To make paid ads work for you, be prepared to do A/B testing, reallocate funds if needed, and make sure to use retargeting strategies. Organic social media marketing is free, but it takes effort. You won't see results overnight, but investing in building a solid organic foundation can lead to great long-term exposure for your company.
Regardless of how much you put into each strategy, you’ll likely find that integrating both types of campaigns into your marketing strategy works the best. To fully take advantage of both types of campaigns, however, you’ll need a tool to automate and syncrhonize your efforts. This is where a platform like MarinOne comes in.
With MarinOne’s automation tool, you can set up goals on your site using the programmable automation features in Google Analytics. You'll be able to track ad metrics, CLV, and conversions without having a full-time employee dedicated solely to analytics duties.
Analyze your organic traffic and paid ad data early and make changes according to your results, automatically boost popular organic posts, and build campaigns from your product feed. Since MarinOne works with Google Analytics, there’s no need for a separate tracking code or web property ID either.
Learn more about MarinOne’s ad automation tools today. Get in touch to speak with a team member to see how we can help you get the information and tools you need to increase the effectiveness of your paid ads and organic content.
Bing has an emoji search feature that allows users to find information on a variety of topics by simply typing in an emoji. But why? What does it mean? And how does it work?
Allow us to explain...
Bing emoji support is a feature that allows users to insert emojis into their search queries. This can be done by typing in a colon followed by the desired emoji code. For example, if you want to insert the smiley face emoji, you would type in— :smile: or you could just type in — 😊. Bing will then search, based on the semantic meaning of that emoji.
“As you likely know, emoji are small pictures used to express an idea or emotion. With the explosion of mobile devices and the ubiquity of texting, it has become a shorthand language used by billions of us around the world. At Bing we want you to be able to search the same way you communicate every day,” the company said.
The emoji has come a long way since its inception in 1999. The first set of 176 emojis were released by Shigetaka Kurita, a Japanese designer who was working on a messaging system for NTT Docomo, Japan’s largest mobile carrier. At the time, most mobile phones could only display black and white text. So, Kurita designed a set of 12×12 pixel images that could be used to express various emotions.
“Emoji” by Shigetaka Kurita, which can be seen in the MoMA
The word “emoji” comes from the Japanese words “e” (picture) and “moji” (letter or character). The term entered the mainstream in 2010 when it was added to the Oxford English Dictionary. Since then, the use of emojis has exploded.
There are now over 3,000 emojis in existence, with new ones being introduced all the time. In 2015, the Unicode Consortium, the organization responsible for approving new emojis, approved 72 new emojis. And in 2016, they approved 250 new emojis, including a range of diverse skin tones and gender-neutral characters.
Emojis are now widely used for communication purposes—sometimes more than words. This makes them a great tool to have when you need to explain something complicated in a simple way without adding too much extra information.
It’s easy. Just go onto your favorite web browser and type in "Bing" then click on the smiley face beside the search bar.
Next, start typing in your query as you normally would. For example, if you want to find out how to make a cake, you would type in “How to make a cake.” But if you want to use an emoji to express your query, you would type in “🧑🍳🎂.”
You can also use Bing emoji support to filter your searches. For example, if you only want to see results for videos, you would type in “🎂📹.”
Bing will then display a list of results that are relevant to your query. You can also click on the “More” button to filter your results even further.
This feature allows users access to incorporate emojis into their everyday searches. This is especially useful when you consider that Gen Z uses emojis exclusively in text messaging 39% of the time.
The feature doesn’t just work for emoji associations, but also for those times when you’re not sure what one image actually means. Then, in a move that’s similar to image searching, Bing will tell you what it means so you’re no longer puzzled and you can use it correctly.
Marketers can use Bing emoji support to better understand how users are searching for their products or services. For example, if you sell cake mix, you could track the number of searches for “🧑🍳🎂” over time.
This would give you an idea of how many potential customers are searching for the products you sell and provide valuable metrics to show how you can reach them. For example, if you notice that a lot of users are searching for “🧑🍳🎂”, you could create a campaign that targets people who are interested in baking cakes.
Overall, Bing emoji support is a great way to understand how users are communicating about your products or services. It can also be used to create more targeted marketing campaigns that will reach a wider audience.
So many choices… (Image Source).
Typing out words and phrases is still the norm when entering a search engine query, so emojis won’t replace text any time soon. However, they are becoming more prevalent in our everyday usage—not just to augment our messages, but also as a language on its own.
Here are some creative ways you can use Bing emoji search:
Emojis are becoming increasingly popular across all types of media. They can be used to express ideas without having to say a word, but they also have other, more creative uses.
From asking where the nearest cinema is, through to being able to search for cupcakes—you can use Bing emoji support in different and clever ways.
Whether your users are searching via emoji or traditional text—on Bing or Google—we can help you connect with more users.
MarinOne is a comprehensive marketing platform that aims to give users the ability to discover and take advantage of all marketing opportunities. With its intuitive interface and powerful features, it is one of the most versatile and user-friendly platforms around.
Learn more about MarinOne’s automation tools today. Get in touch and speak to one of the team.
Competition is getting tougher in the world of eCommerce as more customers are shopping online and their expectations have never been higher.
Here are some eye-opening web statistics worth noting:
How can brands cope with the increased pressure to perform? Google Ads has proven vital for marketers looking to reach more customers, drive traffic, build brand awareness, and create a positive image for their business.
To help you stay ahead of the pack, here are some tips on using Google Ads to outsmart your competition.
The COVID pandemic has had a massive impact on eCommerce, social media, and search—in particular, on consumer behavior and expectations. More consumers are shopping online from the comfort (and safety) of their homes.
COVID changed online shopping forever (Image Source).
Social media usage has also increased as people turn to platforms like Facebook, Instagram, and TikTok for news, entertainment, and shopping. In fact, a whopping 91% of marketing organizations now use social media as part of their strategy, the same amount using digital ads. More intangible products are also being purchased online (e.g., experiences, memberships, digital subscriptions).
Since COVID-19 hit, we’ve also seen a massive increase in the use of Google Ads by businesses as it is now considered an essential tool for reaching more customers, driving traffic, and building brand awareness.
However, with so many businesses using paid search and Google Ads, it’s becoming increasingly difficult to stand out from the crowd. This is why it’s more important than ever to ensure your Google Ads campaigns are optimized for success.
Google Ads allows businesses to create ads for their products and services. These ads are then displayed on Google search results pages and other Google properties, such as YouTube and Gmail.
The great thing about Google Ads is that it lets you target people who are specifically searching for what you offer. This makes it a much more efficient use of your marketing budget than other forms of advertising, such as TV or print.
In addition, Google Ads is a particularly flexible platform, allowing you to tailor your campaigns to your specific goals. For example, you can use Google Ads to drive traffic to your website, increase brand awareness, and/or generate leads.
How marketers use Google Ads (Image Source).
Google Ads can be an extremely effective tool for businesses looking to reach more customers and drive traffic to their websites. However, to ensure success, it's important to understand how the platform works and optimize your campaigns accordingly. In this section, we'll discuss some tips on how to outsmart your competition.
When creating an ad, it's important to make sure that it stands out. Use eye-catching copy and good quality images—and make sure it’s relevant to your target audience. You can do this by using specific keywords that people are likely to be searching for.
Google Ads Editor is a tool that allows businesses to quickly and easily make changes to their campaigns. It's particularly useful for those who are managing multiple campaigns. One of the best things about Google Ads Editor is that you can make changes to multiple campaigns at the same time.
Ad extensions are a great way to increase your visibility and improve your click-through rate. They also allow you to add additional information to your ads, such as your phone number, website address, product images, or customer reviews.
One of the best ways to find the most effective combination of ad elements is to split-test different versions of your ads. Split-testing, also known as A/B testing, is a method of testing in which two or more variants of an ad are shown to users. The performance of each variant is then monitored and the variant that performs the best is chosen as the winner.
Negative keywords allow you to weed out irrelevant search terms that are not related to your business. This ensures that your ads are only shown to people who are actually interested in what you have to offer. To find the right negative keywords, you can use the Google Ads Keyword Planner tool: simply enter a list of keywords to see a list of related terms. You can then use this information to add relevant negative keywords to your campaign.
There are a number of different bidding strategies that you can use with Google Ads. The most popular bidding strategy is CPC (cost-per-click), which allows you to set a maximum amount that you'll pay for each click on your ad. There are other bidding strategies you can use such as CPM (cost-per-impression) or CPA (cost-per-acquisition).
Top tip: Set limits on how much you're willing to spend and stick with it.
One way to speed up your Google Ads campaigns is by ensuring that they are well connected from the first engagement to the call-to-action to the messaging on the LP or product page. For example, if you have a certain keyword, then your ad copy should mention it and the landing page should also mention that same keyword. If someone searches for your eyeshadow brand on the search engine, you would want them to end up on a landing page that features only that particular eyeshadow palette.
You should make sure to only set up campaigns using a single campaign type. Some Google Ads managers will try to use different campaign types at once, but this can be limiting to your campaign’s performance. By focusing on one content type, Google will give the best AI-powered recommendations possible for mixing and matching different variables and creating the best performing ad possible.
One of the most effective ways to keep up with what's trending is to check out blogs. Some blogs provide tips on how to improve your Google Ads campaigns.
Some of our favorites include helpful tips on a wide range of topics:
It's important to track your progress so you know what changes need to be made along the way. Google Analytics is a great tool for monitoring your website traffic, conversions, and much more. For a more all-in-one approach, ad management platforms are a great option: get insights, manage ads, and let the software do the heavy lifting when it comes to bidding—all from one platform.
MarinOne is an all-in-one ad management platform that allows you to track your ad performance, conversions, and much more. It provides smart insights into how you can improve your campaigns, minus all the manual work. This makes it a valuable tool for businesses that want to get the most out of their Google Ads campaigns, and more out of their marketing team.
Digital display ad spending is on the rise, steadily increasing each year, with some estimates for programmatic digital display spend in the US over $115 billion by the end of 2022.
So why is display advertising growing so quickly? The answer is, in part, due to increased device usage (mobile, tablet, and laptop) in the last two years as consumers stayed home during the pandemic.
But, display advertising via Demand Side Platforms also provides some distinct advantages for marketers. A look at Yahoo! DSP, one of the premier providers of programmatic display advertising, gives some clear insights into the benefits of display advertising for brands (and consumers too).
Yahoo has a user base of over 800 million globally through their owned and operated properties, so brands can leverage these relationships to understand and reach their audiences. In addition, they draw on 200 billion daily data signals providing insights for data-driven decisions. That being said, Yahoo puts privacy and consumer choice first, creating a trusted environment for their users.
Yahoo! DSP offers advertisers many engaging ad formats to connect with customers.
Mobile Ads: With the increase in mobile usage, Yahoo mobile ads are a must, and they are designed for vertical executions and to accommodate swiping, scrolling and screen rotation.
Video Ads: Yahoo delivers 2.7B monthly video views, making it easy for marketers to bring their brand story to life with interactive and shoppable formats.
Advanced TV: Yahoo’s unified DSP means brands have access to cross-screen TV placement providing incremental reach across linear and digital TV.
Audio Ads: Yahoo partners with the top music streaming platforms, and brands can also integrate into Yahoo owned and operated podcasts from TechCrunch, Yahoo Sports and more.
Other formats: Rounding out Yahoo’s omni-channel portfolio, Yahoo! DSP also provides access to solutions including digital out-of-home, brand integrations, and even immersive formats, like interactive video and AR-enabled ads, to make your ads innovate and your message resonate.
Yahoo! DSP gives advertisers the advantage of exclusive omnichannel inventory from Yahoo Media properties like: Yahoo! Finance, Yahoo! News, Yahoo! Sports, engadget, and TechCrunch.
Yahoo also has an extensive network of premium 3rd party connections delivering a wide range of touch points and consumer interests.
By reaching customers in the right environments, brands can unleash their advertising potential and build quality connections at scale.
Now that you know all the reasons Yahoo! DSP is such an effective marketing channel, let’s look at how MarinOne’s Yahoo! DSP integration can supercharge your Yahoo campaigns.
Campaign Management
This is the first post in our three part series where we’ll dive into TikTok advertising and how you can leverage the platform to get in front of new audiences with unique and engaging content.
TikTok is a marketing gold mine. This hub for starting conversations and sharing ideas lends itself strongly to virality, creating the perfect storm for boosting a company’s brand awareness and revenue.
Getting your products in front of the right TikTok audience creates a domino effect. The more users engage with, share, and respond to your post using Duet and Stitch, the more favor you garner from the TikTok algorithm. The platform might even expand your reach by featuring your video on the For You Page (FYP).
Brands just delving into the realm of trendy dances, weird challenges, and life hacks galore can use TikTok ads to find their audience (and jumpstart their success). Ready to get started? Here is everything you need to know about TikTok ad formats, explained.
In-Feed ads are your go-to ad format. They place your videos right on your target audiences’ FYP. This format embeds your video onto the FYP as an ad, making it look native. Users can interact with your ad the same way they do with any other TikTok by liking, commenting, sharing, and reusing the sound for their own content.
In-feed ads are a good pick for quite a few campaign objectives. You can use the clickable CTA button to send users to the destination of your choice, whether that be a landing page, your app, or your TikTok profile. For the best results, make your videos around 9-15 seconds long. Make use of popular effects, filters, and sounds, and keep up with the trends to ensure your videos will resonate with TikTok’s user base.
Top-View ads are more attention-grabbing than In-Feed ads. Your target audience will see these ads at the very top of their FYP. The videos can last up to 60 seconds and have less competition than In-Feed ads.
The Top-View ad format guarantees high reach and impressions, making it a solid strategy for building brand awareness. For the best results, prioritize creating an engaging video. This will help users remember your brand, even after they’ve scrolled past your ad.
The Brand Takeover ad format displays your video full-screen as soon as a user opens the app. While similar to the previous format, due to the lack of direct competition surrounding your video, users cannot engage with Brand Takeovers. The upside is that they can’t be skipped. The best Brand Takeovers are short videos or images that display for 5 seconds or less.
The Branded Hashtag Challenge format inspires users to create their own content using your hashtag. This format has three placements: In-Feed videos that inspire users to join in on the challenge, featured banners found on the “Discover Page” that drive users to the Hashtag Challenge placement, and lastly, the Hashtag Challenge itself. This last placement acts as a landing page for the challenge. It pulls all the challenge’s video submissions into one centralized hub, making it easy for users to connect and engage with other participants.
This format combines traditional digital advertising with TikTok’s user-generated content focus to create the ultimate ads for driving engagement and boosting brand awareness.
The Branded Effects placement allows brands to create their own effects for their audience to use when creating content.
This format is special for two reasons. First, it allows users to engage with your brand on a deeper level by using your effects to create content of their own. This content will have a home on their profile, acting as a constant reminder of their relationship with your brand.
Second, users all over the world who have no idea what your brand is all about will have access to your effect. If your effect becomes trendy, your reach will expand beyond your target audience. Users who might not need your products now will still be loosely aware of what you have to offer and, chances are, your brand will be the first they think of when the need does arise.
Like the platform itself, TikTok’s ad formats are unique. When used in tandem, they can create an all-powerful ad strategy that boosts brand awareness, sparks engagement, and drives sales. You can check out more examples of each of TikTok’s ad formats here.
Brands using MarinOne are now able to add the unique value of advertising on TikTok to their digital campaigns. The MarinOne integration with TikTok means advertisers have better insights and improved performance of their TikTok campaigns.
Ready to learn more about how MarinOne can expand your reach and drive growth on TikTok?
Click here for more info.
Deciding between Instagram Ads and Facebook Ads can be tricky when dealing with a tight budget. You could always split your ad spend between the two platforms, but you’ll get a better return on investment from allocating your full budget to the most effective platform for your business’s target audience. Not sure which platform that is? In this post, we’re covering how to choose a social media advertising platform, every step of the way.
The audience is likely the biggest factor to consider when choosing a social media advertising platform. After all, advertising on a platform your target audience doesn’t frequent is like throwing dollars to the wind.
Analyze your target demographic to find out which social media platforms they use most. Most brands have the best chance of finding their target audience on Facebook, as it's more than twice Instagram's size. Instagram users also tend to be younger, but that is changing.
Another factor to consider— Facebook’s audience targeting is a bit more detailed than Instagram’s native targeting features. Since Facebook offers more audience refining tools, brands with hyper-specific target audiences might find more success with Facebook Ads.
The platforms share the same available content formats for the most part. Options include:
What’s noteworthy here is that Facebook captions can include clickable links, while Instagram captions cannot. On Instagram, you have to use the included call-to-action buttons. These get the job done, but you can only direct viewers to one link.
Your content needs to align with your advertising goal, so it’s important to consider the purpose of your content on each platform. Facebook is suited for sharing information and interacting with loved ones, while Instagram is extremely visual (and leaning more into video with every passing algorithm update).
With that said, compelling visuals should go on Instagram, while copy-heavy ads should be reserved for Facebook.
Your advertising goal should also impact your choice of platform. Facebook is best for getting website clicks or views/engagement for written content. Instagram is great for boosting brand awareness with visuals.
Some advertisers claim that Instagram is best for brand awareness and that Facebook is best for lead generation and sales. Really, it depends on the industry and the audience.
Instagram is capitalizing more on e-commerce these days through features like Instagram Shopping (where users can complete their purchase from start to finish without ever leaving the app).
The best way to figure out which platform best suits your goals is to test and review the analytics.
If your industry doesn’t have a strong presence on a certain platform, advertising there might be less expensive. This is only a good option if your audience uses that platform.
You might find that certain industries are better suited to one platform because their audience uses it more. Plus, some industries can easily create visual content, while others rely heavily on longer-form content.
Facebook offers community building, like groups, that help advertisers create communities within their target audiences. This makes Facebook the better choice for brands that rely on building a community to make sales. Analytics and automation help drive performance
When it comes down to it, both advertising platforms yield high ROI and most businesses can find success with either. When identifying which is more effective for your business, MarinOne has the tools to help you analyze Facebook and Instagram performance side-by-side and even makes daily recommendations to grow revenue and decrease costs. Your data will reveal which platform, placements, and content types are most effective for your target audience.
Message booster can automatically convert high performing organic content to paid ads on either Facebook or Instagram to help you leverage content that resonates well with your audience. And MarinOne’s flexible rules engine optimizes bids based on your criteria.
Click here for more on what MarinOne can do for your Facebook and Instagram campaigns.
If you’re not advertising on TikTok, you’re missing out on an audience of 1 billion monthly active users around the world who are highly engaged and passionate about the brands they interact with on the platform. In fact, according to a recent TikTok survey, 56% of users and 67% of creators feel closer to brands they see on TikTok, and 43% of users and 53% of creators try something or go somewhere new after seeing it at least once on the platform. TikTok is clearly influential with consumers.
While TikTok certainly appeals to a younger, “video-first” audience, 40% of adults in the US over age 30 report using TikTok, and TikTok has a variety of targeting options to help you reach the right customers.
And with 4.7/5 stars in the App Store and 4.5/5 stars in the Google Play Store, the platform is wildly popular with users. Not bad for an app that’s barely four years old.
Part of this early success is due in part to the cultural influence of the platform, catapulting little-known musicians to stardom, launching trend phenomenons, and giving users a sense of community and shared experience.
TikTok has also transformed the way brands interact with audiences with engaging and interactive content. With TikTok, advertisers gain a full-funnel marketing experience from driving brand awareness at the top of the feed, to native in-feed engagement, and even the opportunity to jump in on branded hashtag challenges.
With the launch of Spark Ads last year, brands can even leverage user-generated content to promote their products by choosing from an extensive library of content uploaded by influential TikTok creators.
Brands using MarinOne are now able to add the unique value of advertising on TikTok to their digital campaigns. The MarinOne integration with TikTok means advertisers have better insights and improved performance of their TikTok campaigns.
With our powerful analytics capabilities, you’ll be able to:
MarinOne’s advanced optimization suite uses machine learning to deliver:
All this adds up to improved performance of your TikTok campaigns together with your other digital programs. Ready to learn more about how MarinOne can expand your reach and drive growth on TikTok?
Click here for more info.
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CLV is how much money a customer spends with your business for the duration of your relationship. It’s an important—yet overlooked—metric: rather than looking at a sale as simply a one-off exchange, CLV considers how valuable a customer is over time.
Understanding this can help you spend your marketing budget more wisely and keep your customer acquisition costs low. After all, it costs more to attract a new customer than it does to close an existing prospect or keep an existing customer.
Keeping your CLV high is vital to the long-term success of your business.
Customer Lifetime Value (CLV) refers to the profit you expect to make from a customer over time.
For some businesses, this may mean that your profitable customers make larger purchases or many repeat purchases, thereby increasing their value to your business over the lifetime of their relationship with you.
However, for many industries with long sales cycles, that profit may come months or even years after you’ve established the awareness of your business with the customer at the top of the funnel (think: buying a car, applying to a university, procuring new software, or purchasing a home). These are big decisions and consumers need time to evaluate their purchases.
Regardless of the nature of your customers’ CLV, optimizing your marketing campaigns to CLV is good for business. Here are five reasons CLV matters:
If you can identify and target high CLV customers, this should translate into higher ROI and could be a good way to improve your campaign performance.
You may find that there are segments of the market who value your product but have a lower than average CLV/CAC ratio, meaning you're spending too much on acquiring individual customers. If so, it may be worth exploring ways in which you can acquire these new customers at a lower cost or perhaps look for marketing activities where you might get more exposure for the same budget (e.g., by increasing reach).
Customer Cost-Per-Acquisition (CPA) is the amount of money a company spends on acquiring new customers divided by the number of new customers acquired during a given period.
You'll notice that different customer types have different CLVs, which means they contribute more or less than others towards paying your CPA. You can use CLV to compare campaigns and determine which ones are performing better, resulting in improved return on investment (ROI).
It's important to monitor this metric over time, as you may find you can reduce CPA while maintaining or even improving your bottom line. This is because the lifetime value of certain customer segments will increase with time on your platform, resulting in an overall decrease in acquisition costs.
Full-funnel bidding allows advertisers to use top of the funnel conversion types for bidding while also factoring in final sales as a second bid factor. This bidding solution enables advertisers to grow efficiency and revenue from the sales funnel’s final stage while maintaining reactivity to recent market changes. Bids stay reactive to market changes, while efficiency targets are based on latent conversion metrics.
CLV will reveal which paid search campaigns are more successful, allowing you to optimize your total marketing spend.
You can compare campaign effectiveness by sub-segmenting customers by their CLVs. For example, instead of just looking at conversion rates for all traffic sources as a whole, you could break down the conversion rates by each campaign. This will make it easier to understand which traffic sources are most effective at converting.
CLV isn’t something you need to track all the time, but ignoring it could spell trouble. Keeping an eye on CLV helps you spend your marketing budget more wisely, engage with your customers more effectively, and keep your CPA costs down through better loyalty—all of which helps your bottom line.
The simplest formula is as follows:
CLV = Customer Value (average order spend x number of orders in a year) x Average Customer Lifespan (in years)
To calculate CLV, you need to track customer metrics over time and calculate your customer churn. This will allow you to determine CLV across any given timeframe.
You may want to deduct CAC (customer acquisition cost) from your total to give you a deeper understanding of the true value of a customer.
Using a comprehensive reporting suite like MarinOne, you’ll be able to Identify which channels are driving revenue to your business. You’ll then need to track offline sales and interactions back to their source with a conversion tracking solution like Marin Tracker. Make sure to continue tracking touchpoints beyond the initial click-through, all the way through conversion.
Here are some tips on improving your CLV.
Measuring CLV plays an important role in determining ROI, optimizing your advertising spend, and keeping your CPA low—all of which means less budget spent on search campaigns. Optimizing your CLV can provide valuable insights regarding whether or not there is excessive spending on your search campaigns. CLV allows you to evaluate the financial impact in order to re-strategize regarding how various programs are measured and attributed.
MarinOne’s powerful self-serve platform connects your offline conversion data to the ad clicks that ultimately drive the sale, making it easy to see which customers are the most valuable and which campaigns have been effective in closing customers. From analysis and reporting to advanced bidding algorithms—analyze the most valuable shoppers, optimize your bids to revenue, and focus your efforts on your best customers. This leads to extending your marketing spend while attracting high-value customers to your brand.
Learn more about the benefits of MarinOne’s full-funnel optimization.
There’s a reason so many consumers shop on Target.com and the Target app: the guest experience. Target has invested heavily over the last few years in making online shopping easy, convenient, affordable, and enjoyable for its millions of shoppers.
These investments have paid off. Target added 12 million multi-channel customers in 2020, and same-day services grew by 235%. Online sales grew 145% last year, driven in part by the pandemic, but they continued to grow by 12.5% in the first half of 2021, even as many consumers returned to shopping in-store.
With this kind of growth, brands cannot afford to miss out on one of Target’s retail media offerings, Target Product Ads, which provides access to so many high-intent shoppers.
Target’s native, cost-per-click product ads amplify brands’ visibility and discoverability on Target.com and the Target app, which is becoming increasingly important in a now busier-than-ever eCommerce landscape. With available placements on search, browse, and product detail pages, advertisers can connect with customers with tailored ads at every step of the buyer journey.
Target Product Ads may be the solution that advertisers are looking for to address a variety of objectives, from defending market share to increasing purchase frequency. Brands can reach purchase-ready customers while making their products more visible across search and browse placements. And the best part: sales can be attributed down to the SKU-level to provide you with a granular understanding on performance.
Marin Software’s collaboration with Roundel™ means customers will now be able to analyze, manage, and optimize their Target Product Ads directly from the MarinOne platform.
MarinOne unifies Retail advertising like Target Product Ads with other Retail Media campaigns as well as paid search, paid display, and paid social, while simplifying reporting and management of advertising campaigns across channels.
MarinOne’s Insights module automatically identifies opportunities such as Product A/B Testing in your account with estimates of potential value and easy implementation.
The automation tools in Marin make it easy and efficient to manage Target Product Ads. MarinOne’s unified optimization suite helps identify optimal levels of spend while MarinOne Bidding delivers the best possible performance.
With the addition of Target Product Ads, MarinOne offers a complete growth solution across search, social, display, and eCommerce advertising, delivering the maximum return on investment.
Click here to get started with Target Product Ads today.
In the few short years since it launched in 2017, CitrusAd has become the fastest growing ecommerce ad network in the US and established itself as a preferred retail media platform for both brands and retailers like Lowes, Shipt, and Petco.
In fact, CitrusAd was ranked in the highest category in Forrester’s recent report on Sell-Side Retail Media Solutions, receiving some of the highest scores possible. It’s easy to see why brands choose to spend their Retail Media dollars with CitrusAd and their network of retailers.
CitrusAd makes it easy for brands and retailers to work together to increase sales by launching targeted and cost-effective digital campaigns with access to sponsored products, display media, landing pages, and fixed tenancy for the best placement. Advertisers can streamline inventory across top retailers from all verticals and 25 different countries to deliver greater ROI on their Retail Media campaigns. CitrusAd provides brands with unique benefits including:
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CitrusAd’s full suite of products is now available in MarinOne. Marin has been helping advertisers advance their digital advertising campaigns for almost 15 years and has managed over $40 billion in advertising spend.
MarinOne unifies eCommerce advertising with paid search, display and social campaigns, while simplifying reporting and management of advertising campaigns across channels. Automated insights help advertisers identify opportunities to deliver growth and improve their return on the investment, and sophisticated bidding tools help advertisers plan, pace and optimize their campaigns to hit their targets.
With CitrusAd and MarinOne, advertisers always have accurate and transparent real-time campaign performance available at their fingertips and have the flexibility to make adjustments and improvements based on robust analytics. Click here for more on CitrusAd’s integration with MarinOne.
