#google shopping ads agency

[xenmagmarketing]

5 Reasons Why You Should Link Google Ads to Google Analytics Today

In the fast-paced world of digital marketing, data reigns supreme. But raw numbers alone don’t paint the full picture—you need context, insights, and actionable information. That’s where linking Google Ads to Google Analytics becomes a game-changer for marketers and businesses alike.

If you’ve ever wondered why so many successful advertisers seamlessly connect these two platforms, let’s break it down in simple terms. This integration doesn’t just make tracking easier; it unlocks an arsenal of tools and insights that can dramatically enhance your marketing strategy.

Why Link Google Ads to Google Analytics?

When Google Ads is linked to Google Analytics, the magic begins. Individually, both tools are powerful. Google Ads helps you get your message in front of your audience, while Google Analytics gives you a glimpse into how users interact with your website.

But together? They create a comprehensive ecosystem that shows you the full customer journey—from the moment a user clicks on your ad to their behavior on your site. For marketers, this data is gold.

1. Enhanced Conversion Tracking

When your accounts are linked, you’re not just guessing how your ads perform—you’re armed with real insights.

Google Analytics provides granular data on what happens after someone clicks on your ad. Did they spend time on your website? Did they abandon their cart? Or did they convert into a paying customer? With this information, you can optimize underperforming ads and double down on what works.

For example, if a particular keyword leads to users spending significant time on your site but not converting, you can adjust your landing page or bidding strategy to fix the drop-off.

2. Understand User Behavior Beyond Clicks

A click doesn’t tell the whole story, but user behavior does. When Google Ads is linked to Google Analytics, you gain access to metrics like:

Bounce Rate: How many visitors leave immediately after arriving?

Time on Site: Are users engaging with your content?

Pages Per Session: How deep into your site are they exploring?

These insights can inform your ad creative, landing page design, and overall user experience.

For instance, if your ads drive traffic but users bounce quickly, it might signal that your landing page isn’t delivering on the promise of your ad.

3. Better Audience Segmentation

Ever heard the phrase, "Don’t put all your eggs in one basket"? The same applies to marketing. By linking Google Ads to Google Analytics, you can create highly specific audience segments.

Think of it like this: instead of targeting everyone, you can narrow down your audience to people who:

Visited your website but didn’t convert.

Added products to their cart but didn’t check out.

Spent significant time on certain pages, signaling interest.

This allows you to run retargeting campaigns tailored to each group, maximizing your ad spend’s efficiency.

4. Access to Multi-Channel Attribution

Gone are the days when a single touchpoint led to a conversion. Customers interact with multiple channels before making a purchase. By linking Google Ads and Google Analytics, you can use multi-channel attribution models to see which touchpoints contribute most to your conversions.

For example, someone might see your ad on Google, visit your website, and later convert after receiving an email. Knowing this helps you assign credit where it’s due and understand the true ROI of your campaigns.

5. Improved Campaign Optimization

When you can see which campaigns, ad groups, and keywords lead to conversions, you’re empowered to make data-driven decisions.

Are your display ads underperforming? Maybe your audience prefers text-based search ads. Is one location driving most of your sales? Focus your budget there.

With these insights, you can refine your strategy instead of relying on trial and error.

6. Create Smarter Remarketing Campaigns

Remarketing is one of the most effective ways to convert warm leads, and linking Google Ads to Google Analytics makes it even smarter.

You can target specific user groups based on their behavior on your site. For instance, show ads to users who browsed a product category but didn’t make a purchase, or to those who visited your blog but haven’t signed up for your newsletter.

7. Unified Reporting for Clearer Insights

Switching between platforms to piece together a story is time-consuming and prone to errors. With linked accounts, all your data is centralized. You can view reports on campaign performance, user engagement, and conversions in one place, streamlining your workflow.

This unified view saves time and helps you focus on refining your strategies rather than scrambling for data.

How to Link Google Ads and Google Analytics

Ready to get started? Linking these platforms is easier than you might think.

Log into your Google Analytics account.

Navigate to “Admin” and select “Google Ads Linking.”

Follow the prompts to connect your Google Ads account.

Confirm the link, and you’re good to go!

Final Thoughts

When Google Ads is linked to Google Analytics, you’re not just running ads—you’re running smarter, more efficient campaigns. The insights you gain enable you to fine-tune your strategy, improve your ROI, and better understand your audience.

If you’re serious about taking your digital marketing efforts to the next level, this integration is non-negotiable.

Ready to see what your campaigns can achieve with data-driven insights? The possibilities are endless!

[digitalrhetoricpune]

A Complete Guide to Setting Up Shopping Campaigns in Google Ads

Step 1: Link Google Ads and Merchant Center Accounts

To get started, link your Google Ads account to Google Merchant Center. Google Merchant Center is where you upload your product feed, which Google then uses to create product listing ads.

Set up a Google Merchant Center account: This is where you manage product data that Google needs to display your products in search results.

Link to Google Ads: Within Merchant Center, navigate to “Settings,” then “Linked Accounts” to connect your accounts seamlessly. Once linked, you can use the product data from Merchant Center in Shopping ads.

This initial setup ensures your products are eligible to show up in Google Shopping ads.

Step 2: Prepare and Upload Your Product Feed

Your product feed is essential for a successful Google Shopping ads setup guide. Google uses the information in your feed to decide which searches trigger your products.

Organize and clean your product data: Make sure each product has complete and accurate information, including titles, descriptions, prices, availability, and other specifications.

Use accurate keywords: Incorporate keywords that users are likely to search for, but be careful not to over-optimize as Google Shopping relies heavily on product data.

Upload the feed to Merchant Center: Google supports various feed formats (XML, CSV, etc.). Once uploaded, check the diagnostics tool to fix any errors or warnings that could impact your ad performance.

Regularly updating the product feed is crucial for optimizing Google Ads Shopping campaigns and ensuring that shoppers see accurate product information.

Step 3: Create a Google Shopping Campaign

After linking accounts and preparing the feed, the next step is to create your Google Shopping campaign within Google Ads.

Campaign type: Select “Shopping” as your campaign type in Google Ads.

Choose your Merchant Center account: Make sure you select the Merchant Center account that contains your product feed.

Define your campaign goals: Google offers Smart Shopping and Standard Shopping campaigns. Smart Shopping uses automated bidding and ad placement, while Standard Shopping provides more control, ideal for businesses with specific Google Shopping ads strategies.

Set a budget and bidding strategy: Choose a daily budget and a bidding strategy. For beginners, “Maximize clicks” can be effective, while more advanced users may choose “Target ROAS” to focus on conversions.

This Shopping ads Google setup guide can help get your ads ready to show, increasing your products’ visibility to shoppers actively looking for similar products.

Step 4: Organize Product Groups

To optimize for performance, segment products into groups based on factors like brand, product category, or price.

Create product groups: Inside your campaign, you can divide products into more specific product groups, such as “Brand A Shoes” or “Electronics under $50.”

Adjust bids for each product group: Higher bids for high-performing groups can boost visibility, while lower bids on less relevant groups keep your budget efficient.

Organizing products allows you to monitor and adjust bids at a granular level, a key element in Google Shopping ads strategy for maximizing returns.

Step 5: Optimize for Success

With the campaign set up, consistent optimization is critical for sustained performance and achieving higher ROI.

Use negative keywords: Although Shopping campaigns don’t rely on keywords, you can add negative keywords to avoid unwanted clicks.

Monitor and refine bids: Regularly analyze performance metrics like CTR, CPC, and conversions. Adjust bids based on performance data to maximize your budget and reach.

Optimize product titles and descriptions: Keep your product titles clear, concise, and keyword-rich to attract the right customers.

Utilize automated bidding options: Google’s automated bidding strategies, such as Target ROAS, can help streamline bidding adjustments based on campaign goals.

Implementing these techniques is a core part of our approach as a PPC Marketing Agency in Pune to optimize Google Ads Shopping campaigns effectively.

Step 6: Track Performance and Adjust

Use Google Ads’ and Merchant Center’s reporting tools to track metrics like clicks, impressions, conversions, and ROAS.

Review performance regularly: Daily, weekly, and monthly performance reviews are essential to understanding campaign trends.

A/B test campaigns: Experiment with different bidding strategies, product groups, and budget allocations to find the best-performing combination.

Leverage advanced reporting: Google Ads provides insights into the performance of individual products and groups, helping you make data-driven decisions.

Tracking performance and making adjustments over time will ensure your campaign remains profitable and aligned with your advertising goals.

Conclusion

Setting up and managing a Google Shopping campaign requires careful planning, attention to detail, and ongoing optimization. At Digital Rhetoric, our PPC Marketing Agency in Pune specializes in comprehensive Google Shopping ads strategies that help brands maximize their digital marketing potential. We’re here to guide businesses through each step of Google Shopping campaigns setup, from creating Shopping ads to maximizing visibility and ROI.

Start your journey toward optimized e-commerce success with our tailored approach to Google Ads product listing ads. Connect with us to see how we can elevate your brand in the competitive Google Shopping space.

[amzadhossain]

Rafirit Station is a digital marketing and web development agency offering a range of services, including web design and development, graphics design, content writing, SEO, PPC advertising, social media marketing, and web analytics. They aim to provide a comprehensive gateway to digital excellence.

For inquiries, they can be reached at whatsapp: +8801608243332.

[digihawsmarketing]

Digital Marketing Training in Mohali | Digihawks Marketing

Digi Hawks Marketing offers comprehensive digital marketing training in Mohali, designed to equip you with the latest skills and strategies in the industry. Our courses cover SEO, social media marketing, content creation, PPC, and more, providing hands-on experience with real-world projects. Whether you're a beginner or looking to advance your career, Digi Hawks Marketing ensures you gain the expertise needed to excel in the digital landscape. Join us to transform your digital marketing knowledge and career opportunities today!

[sustainable-mindz-media-service]

Enhancing Your Online Presence with Sustainable Mindz

At Sustainable Mindz, we are committed to revolutionizing your online presence through data-driven techniques. Our expertise lies in crafting campaigns that not only resonate with your audience but also enhance brand visibility and drive substantial conversions.

Targeted Campaigns Our team develops highly targeted campaigns tailored to your unique audience. By analyzing market trends and consumer behavior, we ensure that our strategies hit the mark, capturing the attention of potential customers.

Brand Visibility and Conversions We focus on boosting your brand’s visibility across digital platforms, ensuring that your message reaches a wider audience. Our goal is to convert this visibility into tangible results, driving increased traffic and sales for your business.

[elevate-business-solution]

Expert Google Shopping Ads Agency Services in London

Elevate your online sales with our expert Google Shopping Ads Agency Services in London. Our team designs targeted campaigns that showcase your products to a broad audience, driving traffic and boosting sales. We optimize your ads to appear when potential customers are searching for products like yours, ensuring high visibility and engagement.

[getmoretraffic]

Get in touch with Get More Traffic digital marketing agency on the Gold Coast if you are looking to get your Google Shopping Ads started.

Get More Traffic is a SEM agency that specializes in Google Shopping Ads. We can help you create and manage a successful Google Shopping Ads campaign that will help you reach more customers and grow your business. Here are some of the services we offer:

Campaign setup and optimization: We will work with you to create a Google Shopping Ads campaign that is tailored to your specific business and goals. We will also optimize your campaign on an ongoing basis to ensure that you are getting the most out of your investment.

Keyword research: We will conduct keyword research to identify the terms that your target customers are using to search for products like yours. This will help us to create targeted ads that are more likely to be seen by potential customers.

Ad copywriting: We will write compelling ad copy that will capture the attention of potential customers and encourage them to click through to your website.

Image optimization: We will optimize your product images so that they look their best in Google Shopping Ads. This will help to improve your click-through rate (CTR).

Reporting: We will provide you with detailed reports that track the performance of your Google Shopping Ads campaign. This will help you to see what is working well and what needs to be improved.

[embracing-the-ineffable]

Hunting for Clues-with-a-capital-C, a meta of Good Omens metas, and GO fun!

*I'm adding to this list as I find new and interesting Clues and theories!

*This post version is dated 19 Jul 2024; the current version is pinned to my profile.

* I maxed out Tumblr's link limit! Here's the Google doc with many of the Clues, links, discontinuities, and metas I've collected from all over the fandom. There's a new section at the top called "Discontinuities and Reports from the Ineffable Detective Agency"! (Inspired by this post from @kimberleyjean!)

Below, you'll find a list of my original posts, most of which are filled with fact-finding, Clue-hunting screenshots that will probably leave you with more questions than answers! Several of these posts are also presented in partnership with the Ineffable Detective Agency:

The Appearing Sign:

The Honolulu Roast sign appears in the middle of a scene?! AND the lamp moves?!

The Bentley:

How to tell the "three" Good Omens Bentleys apart, without talking about color

Ineffable discontinuity and the Bentley's roadtrip transformation: new back doors and other changes (after it was yellow)

The open Bentley window at the end of season 2

Clocks and Time:

The Ineffable Detective Agency Presents: The Main Bookshop Clock's Hands are BACKWARDS and Other Revelations!

The ineffable discontinuity of time in ALL of Good Omens season 2?

Crowley's watch doesn't always have hands

Good Omens season 2 ending and Crowley's (probable) Time Stop

Crowley's sideburns:

Crowley’s sideburns

Crowley's sideburns aren't even consistent in the promo photos.

Extras Behaving Strangely:

Hawaiian Shirt/Pub Table Guy

Marking the Columns

The Demon in an Orange Hoodie

Gabriel's Memory Returns:

The Ineffable Detective Agency presents: Gabriel's memory

Plus, hidden audio in the memory tunnels?

More Assorted Discontinuities:

Edinburgh and the Briefcase, presented by the Ineffable Detective Agency

The disappearing textiles storefront (and Maggie's second sign)

When does Mr Arnold's shop arrive? After season 1, except Neil says it was in the 1970s

Season 1: First Wombat in Space (also, Bentley bullet hole decals)

Set Furnishings:

The circular bookshop rug CHANGES?!

The Good Omens bookshop furniture changes between s1 and s2 (but NOT after Adam reboots reality!)

The s2 Bookshop / s1 Hospital Sink

Other Speculation and Questions:

On Neil's Tumblr asks, Staying Skeptical, and Gravity Falls

Finding hope for s3 and perspective for s2 in Neil's s1 podcast with David Tennant

The BTS parking ticket translation

The S2 Opening Title Sequence: analysis

The Ineffable Detective Agency presents: the origins of the white bust in the bookshop (a really lovely theory, you should read it!)

Parallels with Nightmare in Silver (Doctor Who written by Neil) - multiple Crowleys?

Has Aziraphale been meeting with Floating Head Metatron throughout s2?

Would even vulnerable, heartbroken Crowley try to protect Aziraphale at all costs? A possible hidden transfer in the kiss.

I have questions about Nina and ESPECIALLY about Maggie...

Don't pay the guy with the blue glasses, he doesn't work here!

If you enjoyed my research, stay tuned for future posts, and take a look at my Google doc for even more Clues and metas from all over the fandom!

Some closing bits of encouragement:

A: "You just said it was the only way to prevent something terrible happening!"

G: "Really? What?!"

A: "I don't know!"

G: "Well then, I expect it will be fine. Most things are fine in the end."

Neil: "Tell him that it will all be all right in the end, and that we are not yet at the end."

Plus, for fun:

Good Omens ✨Clues and Detectives✨:

Celebrating lots of milestones, including my 1500th follower! See all the posts here!

Good Omens Day of ✨Dance✨:

Learn all about my GO "Day of Dance" and get a link to all the fandom art I shared, here!

My Fanfiction:

From the GOMM holiday exchange: Cocoa and Fairy Lights, How to Fight Your Chemistry and Lose

GOMM 2024: Orbiting a Memory, featuring a gorgeous illustration of Saraqael by @altonthebard

Fan Fiction Friday: The Universe Might Answer: Broken Moonlight

From the GO Song & Poetry Exchange: The Ineffable Dance

GOMM reverse bang 2024: Silver Screen Solace, featuring a playful book omens theater drawing by @ufofrommarss

[bremser]

Berenice Abbott at 18 rue Servandoni

The portrait on the cover of Julia Van Haaften's 2018 biography "Berenice Abbott: A Life in Photography" and at the top of Abbott's wiki page is by an unknown photographer. It was taken for the small newspaper Paris-Midi, published June 14, 1928. Keystone France agency, and now Getty owns the rights and incorrectly dates it as 1927, while Wikipedia dates it as "1930s."

At the time, her studio was at 18 rue Servandoni in Paris, we see the fireplace and door in the background in other portraits, such as the portrait of James Joyce's daughter, Lucia. There's a classic Atget at 15 rue Servandoni, but it's from 1903-4. Atget died in 1927 and Abbott, along with Julien Levy, saved his archive. By 1930 she was in New York City, where Walker Evans made his great portrait of her.

Van Haaften writes that in search of lower rent, Abbott moved to the rue Servandoni studio in early 1928. Abbott kept a clipping of the newspaper, but there's no further detail about the portrait session in the biography.

I was curious about the photographer of the portrait and found Getty has a handful of other frames from the same session that I'd never seen.

Most interesting of those frames is this contemplative shot showing the windows of her studio, maybe some photo chemicals on the table. A puff of smoke emanates from Abbott's cigarette in the same place where someone has left their fingerprint on the negative or print. There's a strong reflection or light leak in the top left corner of the frame. Van Haaften describes the rue Servandoni studio offering "beautiful north light."

Looking at the building on Google Earth, there is one north-facing spot that has the large windows similar to the 1928 portrait, seen in the center of the screen grab below.

Another detail Van Haaften mentions is that it took Abbott months to install electricity. An electric spotlight is on a tripod behind Abbott in the standing portrait. In the alternate angle you can see a not-to-code wire dangling.

So, who made these portraits? The Keystone France agency was an off-shoot of a popular stereoview company based in Meadville, Pennsylvania, hence "keystone." If you've ever flipped through old stereoviews at a vintage shop, you recognize this brand. The French agency was founded by Alexandre Garai in 1927 (whose brother Bertram started a related Keystone in London in 1914). The Met has one photograph by Alexandre Garai, taken in 1927. The jpeg is tiny, but indicates a modern perspective. While it's possible Garai is the photographer, his brother's ethos seems to have been to be the boss ... and never touch a camera.

The identity could be buried deep in Getty's London warehouse, which stores 80 million photographs and negatives. When these frames were scanned and metadata added to Getty in 2010-2016, if there was a name on the back of the prints, it probably would have been added then.

From the photos themselves, it's difficult to say if Abbott had a rapport or was familiar with the photographer: her default intensity is remarkably consistent her entire life, up until the last portrait of her in 1991.

(left, rue Servandoni 1929, right: Hank O'Neal, Berenice Abbott, Last Portrait, Monson, Maine July 17, 1991)

From the resolution, the depth of field on the lens, these are probably shot with a 4x5 or larger camera. It looks like the photographer shot the lens wide open, the camera in the standing portraits looks very much in focus, while Abbott's face looks slightly out of focus.

Two of the four frames have similar damage, could be a development problem, but could be mold later while in storage. Abbott's Paris portraits of the period were shot on glass (as much of Atget's body of work was), though by the late 1920s glass plates had mostly been replaced by film. Annoyingly, Getty is one of the best places online to see her Paris portraits, but the Steidl book is highly recommended. Seen together, you realize why Man Ray felt threatened, or at least annoyed, by his former assistant.

The photographer was either challenged or in a challenging environment. Abbott was often a withering critic, one can imagine a green photographer shows up to make portraits and encounters a prickly subject. With the seated portrait above, at first glance, I thought maybe the print has a piece torn out of the left side? Or is it a modern lamp intruding on the composition?

It's difficult to tell with the window portrait how much of it is a metering mistake or the potential development issue, but it looks several stops overexposed to be of use in publication of that time. Today, with our phone cameras taking three frames and digitally merging exposure, we can romanticize the top half of her body dissolving into the light is as the "magic of film."

I'm calling this the "last" frame of the session, based only on the fact that her pose and facial expression has shifted from intensity to a mix of boredom and exasperation. The photographer told her to sit on the day bed with tea and a book, "look relaxed," but she wants nothing to do with it.

[xenmagmarketing]

Power Up Your Google Ads with Performance Max – Here’s When to Use It

In the world of digital marketing, Google Ads offers a powerful and flexible toolkit for reaching potential customers online. Among its array of campaign options, the Performance Max campaign is increasingly gaining attention. With its focus on multi-channel targeting, AI-driven insights, and automation, this campaign type is a fantastic choice for businesses looking to streamline their advertising efforts. But when exactly should you use Performance Max, and how does it fit into your overall Google Ads strategy?

If you’re exploring ways to maximize your ad performance, keep reading for a simple breakdown on when to leverage Performance Max and how it can help boost your campaign success.

What Is a Google Ads Performance Max Campaign?

First, let’s dive into what a Performance Max (PMax) campaign actually does. Introduced by Google as an all-in-one solution, Performance Max is a goal-based campaign type that allows advertisers to reach people across all of Google’s ad networks, including YouTube, Display, Search, Discover, Gmail, and Maps. Instead of setting up multiple separate campaigns, Performance Max lets you manage everything under one roof.

This approach uses Google’s machine learning algorithms to analyze your data, learn what’s working, and optimize accordingly. If you’re working with a Google Ads agency, they can assist in setting up these campaigns to align with your business goals, making the most out of your marketing budget and eliminating the guesswork often involved in managing multiple campaigns.

Key Features of Google Ads Performance Max

Understanding the unique features of Performance Max will help you decide if it’s the right campaign type for you. Here are some standout characteristics Automation and AI-Driven Optimization Performance Max campaigns rely heavily on Google’s AI to optimize ad placements, creative combinations, and audience targeting. This automation helps improve campaign efficiency and maximize results. It’s particularly helpful if you’re juggling multiple goals or simply want to reduce the time spent on manual optimization.

Cross-Channel Reach Since PMax campaigns can span across multiple Google-owned networks, you’ll be able to reach a broader audience without setting up separate campaigns. For businesses investing in landing page development or various other assets to support multi-channel marketing, this is a game-changer.

Goal-Centric Campaigns With PMax, you define your goals upfront, and Google’s algorithms work to achieve them. Whether you’re looking to drive online sales, increase leads, or enhance store visits, Performance Max aligns with your primary objectives.

Data-Driven Insights Google provides detailed insights on audience behavior, allowing you to understand which channels and assets are performing best. These insights can be invaluable for refining your overall advertising strategy, especially if you’re working with a PPC agency that needs precise data to guide optimizations.

When Should You Use Google Ads Performance Max?

Now that you know the features, the big question is: when should you use a Performance Max campaign instead of other Google Ads options? Here are some scenarios where it could be the perfect fit:

When You Want to Simplify Multi-Channel Advertising If you’re trying to target multiple Google properties (e.g., YouTube, Search, Gmail) but don’t want to manage separate campaigns, Performance Max is ideal. It streamlines your workflow, letting you reach audiences across all platforms with minimal setup and management. For instance, Google Maps marketing efforts can benefit from Performance Max if your goal is to increase local visibility and drive in-store visits.

When You’re Looking to Maximize Conversions Performance Max is designed to prioritize conversions and achieve specific business goals. If you’re looking to drive sales, leads, or engagement, this campaign type leverages Google’s AI to optimize for conversion-centric outcomes. This is especially useful if you’re running conversion-oriented campaigns on your Google My Business page or aiming to increase foot traffic to your store.

When You Need Better Insight into What Works A PMax campaign provides granular data on your ads’ performance across different channels, making it easier to determine what’s working best. If you’re in the early stages of testing multiple creatives or targeting approaches, Performance Max offers insight without the need to test campaigns separately on each platform.

When You Have Strong Visual and Text Assets Because PMax campaigns operate across various formats (video, display, search), they perform best when you have a mix of strong creative assets. If you’ve recently worked with a landing page development agency to refine your visuals and ad copies, Performance Max will help ensure these assets reach the right audience in the most effective formats.

Best Practices for Running a Performance Max Campaign

Once you’ve decided to try a Performance Max campaign, follow these best practices to maximize your results:

Set Clear Goals and Conversion Tracking To make the most of Performance Max, ensure that you’ve clearly defined goals and set up conversion tracking. This will give Google’s algorithms the information needed to deliver results based on your specific objectives.

Provide High-Quality Creative Assets Since PMax automatically combines different creative assets, make sure you’re using high-quality images, videos, and ad copy. The better your assets, the more likely Google’s algorithm will serve ads that resonate with your audience.

Let the Campaign Gather Data Before Tweaking Performance Max needs a learning phase to gather data on what’s effective. Give the campaign enough time (typically two to four weeks) to accumulate insights before making adjustments. If you’re partnering with a PPC agency, they’ll have experience in knowing when and how to intervene.

Monitor and Use Insights for Future Campaigns Performance Max provides valuable insights into what channels, messages, and audiences are working. Use these insights to guide not just your Performance Max campaign, but also other parts of your advertising strategy.

Is Performance Max Right for You?

Ultimately, Performance Max is a powerful tool, but it’s not for every business. If you’re looking for a highly automated, multi-channel approach to Google Ads with a focus on conversions, then it’s definitely worth exploring. It’s especially useful if you’re a smaller team or a solo entrepreneur looking to save time on managing separate campaigns.

On the other hand, if your business requires specific, highly targeted strategies or if you want greater control over each platform, you may want to stick with individual Google Ads campaigns. However, a knowledgeable Google Ads agency can help you set up and manage these campaigns, providing an ideal balance between automation and targeted control.

Wrapping Up

Google Ads Performance Max campaigns can be a game-changer for businesses that want to maximize reach and conversions while simplifying campaign management. Its AI-powered capabilities make it easy to achieve results across all of Google’s channels, making it especially beneficial if you’re looking for a holistic, conversion-driven ad strategy. Whether you’re considering working with a Google Ads agency or going solo, Performance Max is certainly a campaign type worth exploring.

So, next time you’re assessing your Google Ads options, consider whether Performance Max aligns with your goals. You might just find it’s the perfect fit for your business growth journey!

[gonzalez756]

Google Ads Help to Grow Your Buisness

Mastering Google Ads: A Comprehensive Guide

As a leading Digital Marketing Agency with extensive experience in Google Ads, we understand the immense potential this platform offers for businesses of all sizes. Whether you're a small startup or an established enterprise, leveraging Google Ads effectively can be the key to driving growth, increasing brand visibility, and maximizing ROI. In this article, we’ll guide you through the intricacies of Google Ads, from setting up your first campaign to advanced optimization techniques.

1. Introduction to Google Ads

Google Ads is a powerful online advertising platform that allows businesses to reach their target audience through a variety of ad formats. Whether your goal is to generate leads, increase sales, or build brand awareness, Google Ads provides a range of tools and strategies to achieve your objectives.

2. How Google Ads Works

The Pay-Per-Click (PPC) Model: Google Ads operates on a Pay-Per-Click (PPC) model, meaning you only pay when someone clicks on your ad. This model ensures that your advertising budget is spent on potential customers who are actively interested in your products or services.

Ad Auction Process: Every time a user performs a search, Google Ads runs an auction to determine which ads will appear and in what order. The ad rank is determined by a combination of your bid amount, the quality of your ad, and the expected impact of your ad extensions.

Ad Formats: Google Ads offers a variety of ad formats, including:

Search Ads: Text ads that appear on Google search results pages.

Display Ads: Visual ads that appear on websites within Google’s Display Network.

Video Ads: Ads that appear on YouTube and other video partners.

Shopping Ads: Product-based ads that appear in Google Shopping results.

3. Setting Up a Google Ads Campaign

Creating an Account: To start using Google Ads, you need to create an account. This involves providing basic information about your business, such as your website and payment details. Once your account is set up, you can begin creating campaigns.

Choosing Campaign Objectives: Google Ads allows you to choose from several campaign objectives, such as Sales, Leads, or Website Traffic. Selecting the right objective is crucial, as it determines how your ads are optimized and where they appear.

Keyword Research and Selection: Effective keyword research is the foundation of a successful Google Ads campaign. Tools like Google’s Keyword Planner can help you identify relevant keywords that your potential customers are searching for. Selecting the right keywords ensures that your ads are shown to the right audience.

Ad Creation and Targeting: Writing compelling ad copy is essential for attracting clicks. Your ads should be clear, concise, and relevant to the user’s search intent. Google Ads also offers extensive targeting options, allowing you to reach your audience based on demographics, location, interests, and more.

Bidding Strategies: Google Ads provides various bidding strategies, including Manual CPC (Cost-Per-Click), Enhanced CPC, and Target CPA (Cost-Per-Acquisition). The choice of strategy depends on your campaign goals and budget. For example, Target CPA is ideal for campaigns focused on generating conversions.

4. Optimizing Google Ads Campaigns

Tracking and Measuring Performance: To assess the effectiveness of your Google Ads campaigns, it's crucial to set up conversion tracking. This allows you to measure actions taken by users after clicking on your ad, such as purchases or sign-ups. Key metrics to monitor include Click-Through Rate (CTR), Conversion Rate, and Quality Score.

A/B Testing: A/B testing, also known as split testing, involves running two or more variations of an ad to see which performs better. This can help you refine your ad copy, headlines, and calls-to-action to improve overall performance.

Budget Management: Effective budget management ensures that you maximize your ad spend without overspending. Google Ads allows you to set daily budgets and adjust them based on campaign performance. Allocating your budget to high-performing campaigns can lead to better results.

Continuous Optimization: Google Ads is not a “set it and forget it” platform. Regularly reviewing and optimizing your campaigns is essential for maintaining and improving performance. This might involve adjusting bids, refining keywords, or updating ad copy based on what’s working best.

5. Common Challenges and How to Overcome Them

High Competition and CPC: In competitive industries, the cost-per-click (CPC) can be high. To compete effectively, focus on improving your Quality Score by creating highly relevant ads and landing pages. Additionally, consider targeting long-tail keywords with less competition.

Ad Fatigue: Over time, users may become less responsive to your ads, a phenomenon known as ad fatigue. To combat this, regularly update your ad creatives and rotate different versions to keep your audience engaged.

Low Click-Through Rates (CTR): If your ads are not receiving enough clicks, it could indicate that they are not resonating with your audience. Improving your ad relevance, crafting stronger calls-to-action, and testing different headlines can help increase CTR.

Budget Management Issues: It’s easy to overspend on Google Ads if you’re not careful. Regularly monitoring your spend and adjusting your budgets based on performance is crucial. Focus on campaigns that deliver the best ROI and reduce spending on underperforming ones.

6. Advanced Google Ads Strategies

Remarketing: Remarketing allows you to target users who have previously visited your website but didn’t convert. By showing them tailored ads as they browse other websites, you can re-engage them and increase the likelihood of conversion.

Using Google Ads Extensions: Ad extensions provide additional information about your business, such as contact details, additional links, or promotional offers. Using extensions can improve your ad’s visibility and performance by making it more informative and appealing to users.

Automated Bidding and Smart Campaigns: Google’s automated bidding strategies use machine learning to optimize your bids in real-time, based on factors like user behavior and conversion history. Smart Campaigns are a fully automated option that can simplify campaign management, especially for small businesses.

Integration with Google Analytics: Linking your Google Ads account with Google Analytics provides deeper insights into user behavior on your website. This data can help you refine your campaigns and improve targeting by understanding how users interact with your site after clicking on your ads.

7. Case Studies and Success Stories

Examples of Successful Google Ads Campaigns: We've seen numerous success stories across various industries where Google Ads played a pivotal role in driving business growth. For instance, a client in the e-commerce sector achieved a 200% increase in online sales within six months by leveraging a combination of Search Ads and remarketing strategies.

What Can Be Learned from Failures: Not every campaign is a success, and there are valuable lessons to be learned from failures. Common pitfalls include poor keyword selection, lack of targeting, and inadequate budget management. Learning from these mistakes can help you avoid them in your future campaigns.So get attach with expertise of Imagency Media Ad Service

8. Future Trends in Google Ads

Automation and AI in Google Ads: The future of Google Ads is increasingly focused on automation and artificial intelligence. These technologies are enabling more precise targeting and bid optimization, allowing advertisers to achieve better results with less manual intervention.

Privacy Concerns and Regulations: As privacy regulations evolve, Google Ads is adapting by offering more privacy-focused solutions. This includes new ways to target users without relying on third-party cookies, ensuring that advertisers can continue to reach their audience while respecting user privacy.

9. Conclusion

Google Ads remains one of the most effective tools for driving online traffic and achieving business goals. By understanding how the platform works and continuously optimizing your campaigns, you can achieve significant results. As a trusted digital marketing agency, we are here to help you navigate the complexities of Google Ads and unlock its full potential for your business. Whether you're just starting or looking to optimize existing campaigns, our expertise can help you achieve your marketing objectives.

[cindylouwho-2]

RECENT ECOMMERCE NEWS (INCLUDING ETSY), Early April 2024

Welcome to my coverage of all the important Etsy and other ecommerce news that microbusinesses need to know! It's been a few weeks since my last update, so there is a fair amount to report.

Want to get the news more often and in a more timely fashion? Please sign up to support my Patreon site, where among other features, I will soon be starting periodical live chats on important topics. (I promise there will be one the day Etsy announces a fee increase)

TOP NEWS & ARTICLES 

Etsy has made changes to how processing times and estimated delivery dates work; I covered everything you need to know in this post. 

Etsy seems to be sending more Messages to the spam folder, so you may miss a real message. After reading that thread, I checked, and there was one from another seller needing help from just 5 hours ago. Etsy did say engineers are looking into it. 

UPS has won the USPS air cargo contract, currently held by FedEx. It kicks in at the end of September. “As of May 31, 2023, FedEx counted the USPS as the largest customer of its Express unit.” 

ETSY NEWS 

Etsy is rolling out a new seller pricing tool, and it is just as useless as the old version. I posted some early thoughts (with screenshots). 

Some shop owners are struggling to cancel Etsy coupons, while others are not having the same problem. Support says the company is aware of the issue. 

If you still can't access most of the Etsy forum after the changes on Tuesday March 26, post in this Technical Issues thread so that your account can be fixed.

Periodically, some shops suddenly stop getting deposits. If your shop has recently had a security warning, you may want to check to see if your bank account is still verified with Etsy. 

Looks like Etsy has an issue with misrepresenting how many items are left for each listing on the app; I wrote about it here.

Canadians getting harassed by Etsy to sign up for TurboTax should know that the company has told a seller that it doesn’t import Etsy data into your tax return for you; that is only available for Americans. [If you can’t import your info from your various platforms, my suggestion is use a free online program to file instead; I’ve used Wealthsimple for several years with no issues filing small business taxes; the T-2125 is part of the program.]

Etsy’s activist investor seems to think that the marketplace can “…add more buyers and increase the amount of money they spend on the platform”. But “monetization opportunities” were also mentioned. 

Etsy is yet again called out for allowing AI-generated porn on the site. “Several of the available listings also appear to violate existing trademarks — TheStreet identified listings that sell NSFW (not safe for work) AI-generated, suggestive images that appear to mimic Rapunzel from Disney's "Tangled," Princess Jasmine from Disney's "Aladdin" and She-Hulk from Marvel's "She-Hulk."

Etsy has been talking a lot about "image quality" lately, but doesn't really define the term anywhere. While I agree with those that say it is more than image size - Etsy would not have humans curating images to train its AI if "quality" could simply be measured by pixels - note that Google Shopping Ads describe image quality as size. “The resolution of your product images determines its quality. Google considers images with more than 1024 pixels as high-resolution images.” 

Apparently Etsy CEO Josh Silverman likes to make “unorthodox, downright risky career decisions” that often involve a ton of responsibility. [Link to podcast in article; I haven’t listened to it]

ECOMMERCE NEWS (minus social media)

General

Patreon’s live chats are now accessible on the web (instead of just the app). A creator can assign moderators, and have chats for different categories of members. 

Canadians: beware that new tax rules requiring digital platform operators to report their users’ income to the Canada Revenue Agency are expected for 2025. These laws would make Canada similar to the United States and the United Kingdom, among others. 

Amazon

Amazon is struggling to verify the VAT status of many UK sellers, and the fact the company holds all funds until the process is complete means many sellers are without income. 

eBay

eBay is offering 3 free “express payouts” to select US sellers by email only, available until June 30th. Money is paid to seller debit cards and can take a half hour or more to receive. (The usual cost is 1.5%.)

If you use eBay For Charity, you may want to check to see if the charity is getting paid, as some apparently are not. 

If you advertise on eBay, or just list inconsistently, you may be interested in the marketing trends calendar for 2024. It shows you when certain types of searches peak. 

Michaels Makerplace

The landing page for Makerplace sellers doesn’t provide a lot of hard details; some of the actual policies appear once you begin to sign up. Here’s how they define handmade: 

Thanks to Bluesky user Brushfeather for the info.

Shopify

Shopify is putting more effort into large businesses these days, despite its core offerings targeting small and medium-sized businesses for years. [soft paywall; Business Insider] The company “...has made a concerted effort over the last 18 months to introduce more software solutions to win over larger merchants. It has enhanced Shopify Plus, a higher-tier subscription with more features, and launched Hydrogen, a more custom framework geared toward retailers with more complex needs...Shopify introduced Commerce Components, an offering that allows merchants to integrate parts of Shopify's software into their existing tech stack. Mattel was its first retail partner for that product, and Everlane has since adopted Shop Pay as a stand-alone component.���

CEO Tobi Lutke recently received almost $200 million CAD in Shopify stock options, “one of the largest compensation packages in Canadian history.” As company founder, he now has around $8 billion worth of Shopify stock.

CIRRO Fulfillment now integrates with Shopify. 

Squarespace

Squarespace is rolling out Squarespace Payments to sellers in the United States, and they expect to add more countries later this year. Fees are in line with other payment processors. 

All Other Marketplaces

Mercari is following Depop and is ending seller transaction fees while adding a buyer fee. There is now a seller earnings withdrawal fee of $2, however, plus the pricing only applies to items listed after the announcement on March 27th, and sellers now have to accept returns for any reason, within 72 hours of receipt.  I suppose this fee might work for buyers if many are also sellers on Mercari or elsewhere, and are buying stock. If you see a good deal you know you can flip with a good margin, you might not mind paying a buyers fee on top of the listing price. The only other way I can see being willing to pay a buyers fee is if you are so enamoured with the platform and its culture that it is worth paying more for. Or maybe I am just out of touch… The Mercari CEO basically calls out Etsy for raising seller fees too much [soft paywall; Modern Retail]: “I’m not going to mention them by name, but you have marketplaces that have a lot of makers, a lot of people that create things, and the fees around selling on those platforms have just been going up a lot very aggressively”. [my emphasis] Mercari wants fees to remain competitive while attracting better inventory. Another article on Mercari’s announcement mentions Etsy by name when discussing seller fees. 

Mercari might want to consult lawyers the next time the site makes changes, though, as many sellers were furious that their existing balances were now subject to withdrawal fees without any warning, leading some to file complaints with the FTC. That led the company to announce that “On March 27, 2024, Mercari announced that it would begin charging a $2 fee(s) (“ACH Charge”) for all ACH direct deposit requests. Effective immediately through April 3, 2024 at 11:59 P.M. Pacific Daylight Time (“Waiver Period”), Mercari will waive the ACH Charge for ACH direct deposit requests made prior to the end of the Waiver Period for all eligible account holders.” Those who already incurred withdrawal charges will get refunds.

And because apparently you can never have enough Mercari news, they’ve introduced a listing importer for eBay and Depop. It uses AI. 

AliExpress will now do livestream shopping events in the UK. 

Payment Processing

PayPal users in the US will soon have only 30 days after delivery to file a significantly not described claim in most cases. Items not delivered by 180 days will still have the full 180 days. 

Shipping 

UPS is planning on closing about 200 facilities in the United States, and hopes to save money by instead using more automated hubs. Having fewer employees and consolidating locations is expected to save the company around $3 billion by the end of 2028. 

FedEx is continuing to combine its Express and Ground pickups and deliveries, both to save money and to make pickups easier on customers. 

[digitalagency987]

Digital marketing agency Brisbane

Our areas of expertise as a creative and digital marketing agency include social media, website development, graphic design, video, SEO, PPC, Google AdWords, digital marketing, and UX/UI design.

You may concentrate on other business-related duties while your results keep getting better if you leave these services to a skilled, innovative marketing firm like ours.

To expand your business, you need the necessary tools, and you've found them here. We provide the approach and the tools. It's critical to organize your online presence, or digital shop windows, before you begin advertising. If you're not "open for business" when people start looking for you, there's no need in advertising. With content writing, SEO, branding, video branding, and other services, our team can assist you in developing your brand. We can assist you with developing your marketing strategy when everything is set up. An outstanding digital agency and marketing firm providing long-term services for digital marketing, web design, Google analytics, content marketing, website optimization, social media ads, and search engine optimization to enhance your search

We create forward-thinking, full-channel marketing campaigns and growth strategies that shape the future of businesses. Our efforts, motivated by curiosity and passion, are concentrated on systematically implementing brand awareness both on and off-screen. We have established ourselves as Brisbane's preferred advertising firm because to our distinctive style. No matter where you are today or where the path leads you, we are your rising partner, supported by a sober pool of elite talent. We create solutions using our in-house knowledge in branding, design, and marketing to help you stay one step ahead. This enables us to achieve sustainable transformation and translate growth ideas into observable results without needing to sign a contract or hold secrets. We would rather let our work do the talking.

We collaborate with aspirational entrepreneurs and marketing directors who wish to grow their companies. When you work with us, our staff becomes an extension of your team, supporting you in visually compellingly communicating your vision and telling your narrative.

[vrankup]

Demystifying PPC: A Beginner’s Guide to Pay-Per-Click Advertising

Hey there It’s your digital marketing agency in dwarka, Vrankup! let’s dive into the world of PPC, or Pay-Per-Click, advertising. It’s like this magic trick in the digital marketing world that can seriously boost your business.

Alright, so here is this thing, imagine you’re playing the game and instead earning points doing task, you could just by them. That’s kind of how ppc works. you get paid every time someone clicks on your ad.

Now, The first thing you have to do is picking the right keyword. These are like the secret codes that lead folks to your ad. Let’s say you’re running a yoga studio. You’d want keywords like “yoga classes near me” or “beginner yoga sessions.” You catch my drift?

Next up, there’s this epic showdown called the ad auction. It’s where all the magic happens. When someone punches in a search on Google, for instance, it triggers a race. Advertisers throw their hats into the ring, but only a few will come out victorious. It’s like a digital gladiator match, but instead of swords, it’s all about keywords, bids, and ad quality.

Once the dust settles, the winners get their ads on the coveted spots of the search engine results page. It’s like claiming a prime spot in a busy marketplace. where you will decide what are their worth

Now, let’s talk About ad There are different styles you can rock. Text ads are like the OGs – clean, simple, and straight to the point. They’ve got a headline, a snappy description, and a link to your website. It’s like a mini billboard for the digital age.

Then, you’ve got display ads. These are the flashy ones with images or even videos. They pop up on websites or social media feeds. It’s like having your own personal paparazzi, but for your brand.

Video ads are where you can really show off. They play before, during, or after videos on platforms like YouTube. It’s like having your own TV commercial, but without the super expensive airtime.

And let’s not forget shopping ads. These are a blessing for online stores. They showcase your products with prices and images, making it easy for shoppers to click and buy.

How much does this party cost? Well, that’s where Cost Per Click (CPC) comes in. It’s like the cover charge for each click. The amount depends on a bunch of things – how competitive your keywords are, how good your ad is, and how much you’re willing to bid.

But here’s the secret sauce: ad quality and relevance. The better your ad copy, the less you’ll pay per click. Plus, it means your ad will get primo placement.

So why should you jump on the PPC bandwagon? First off, it’s like a sniper shot for targeting. You can aim your ads at specific keywords, locations, and even user behavior. No more throwing spaghetti at the wall and hoping something sticks.

Plus, the results are like a report card on steroids. You can track clicks, conversions, and a bunch of other nifty metrics.

And you know the best part?

It’s like instant gratification. Unlike waiting for organic search results to kick in, PPC gets your ad out there pronto. As soon as your campaign come into action, you’re in the game.

ohh, did You decide how much you wanna spend? Set a daily or monthly limit, and you won’t break the bank. It’s like having your own financial guardian angel.

In a nutshell, PPC is like having a magic wand for your online presence So, if you’re not already on the PPC train, it might be time to hop on board!

Catch you later,

Digital marketing agency in Dwarka | Digital marketing company in Dwarka, vrankup

[newengen]

Holiday 2023 Outlook for Consumers and Marketers

Inflation has been on the decline for over a year, and in June it fell to 3% - the lowest rate recorded since March 2021. Coupled with this is a steady rise in consumer confidence, which in June hit a high not seen since early 2022. And even though these trends are a step in the right direction, economic uncertainty is still expected to play a large role in the purchasing decisions being made this holiday season. Price-conscious consumers will look to cut costs by shopping the sale section, using coupons, downsizing holiday celebrations, and simply buying fewer items. With so many brands competing for share of wallet, it won’t be enough to differentiate on price alone. Instead, brands should make a concerted effort to secure share of mind right now so that they are top of mind during the holidays and beyond.

At a high level, the best way to accomplish this is twofold. First, it’s critical to embrace an audience-first, channel-agnostic mindset so that you are reaching the right audience at the right time. Once you’ve found your audience, it’s important to meet them with strong messaging that is centered on brand value. In this article, we make the case for programmatic channels as effective marketing avenues for expanding brand reach and, ultimately, nurturing long-term brand favorability (i.e., when the holidays roll around).

Changing the Narrative on Programmatic Advertising

Let’s start with some housekeeping - when we talk about programmatic, we’re referring to a method for buying ads on specific channels, including Display, Video, Audio, and Digital Out of Home. Within each channel, there are myriad ways to target audiences based on interests, behaviors, device, location, and demographics.

“When you bring up programmatic to a performance marketer, you might see their eyes glaze over - they’re imagining annoying banner ads placed on low-quality inventory that don’t drive results,” says Erin Morningstar, Director of Strategy at New Engen. This attitude is pervasive and, according to Erin, informs the two primary reasons that brands are wary of investing in programmatic advertising: concerns about brand safety and equity, and limitations of measurement. These reservations are understandable, especially if you believe that programmatic is strictly used for generating brand awareness. But Erin explains that "programmatic is more than banner ads or dynamic product retargeting - it’s the turnkey option for accessing the wealth of ad inventory outside of walled gardens and paid search."

Teka Phan, Associate Director at New Engen, adds:

It’s important to understand that programmatic buying is performance buying. It powers actionable insights into how this media drives actions and conversions across the entire marketing funnel.

The reality of digital marketing in 2023 is that brands can’t successfully grow on the Meta-Google duopoly alone (the aforementioned walled gardens). Instead, it’s essential to meet your customers, both existing and prospective, where they are. This begs the question - where are they?

Media Consumption is Changing (Rapidly)

The channel landscape is more diverse than ever, and consumers are increasingly discovering brands through podcasts, in-app ads, and music streaming services. eMarketer predicts that, by 2024, 20% of all time spent consuming digital media will come from audio. What’s more, CTV already constitutes more than 25% of the time consumers spend with digital media, yet accounts for less than 10% of digital ad spending in the US. To put this in context, Meta receives roughly 20% of ad investment despite representing just 7.6% of all digital media consumption.

This is precisely why we, as an agency, believe that brands can win on channels like digital audio, CTV, and yes, even display. It’s true that direct-buying channels are often part of a mature media mix for many brands. But the benefit of embracing a programmatic-first approach is that it allows marketers to keep an eye on performance at scale while maintaining a direct buy approach for branding-first initiatives.

The Benefits of Investing in Programmatic

Thought leaders at New Engen have identified four primary benefits to investing in programmatic:

Control: Despite some preconceived notions, programmatic ad buying affords marketers tighter control over targeting, placements, and optimization. This level of control enables measurement testing in the form of geo holdouts, known audience split tests, and platform lift tools. Such exercises are critical to proving the value of channels outside of last-click.

Flexibility: Budgets can be seamlessly moved around across channels and publishers on a daily or even hourly basis. In contrast, brands buying directly from multiple publishers are beholden to more rigidity driven by campaign minimums and contract terms.

Value at Scale: Not only are CPMs generally cheaper when buying programmatically, but DSPs often provide access to a variety of inventory types, formats, and audiences - in turn, this variation powers the development of diverse, mature programs. The inventory is virtually endless and continuing to grow as more platforms and publishers open their inventory to exchanges.

Actionable Insights: By investing in programmatic activations, brands can quickly gather learnings about what kind of inventory and formats are driving performance. While this may not be a unique function of programmatic channels, it’s differentiated by actionability - “Many people see programmatic as an upper funnel, impression-buy only. The value is that we can measure action (conversions, traffic, etc.) and then act on it in real-time,” Teka explains.

How New Engen Clients Have Found Success With Programmatic

Programmatic buying has driven strong results for New Engen clients, with brands finding synergy between their programmatic programs and other marketing channels, including Paid Search and Social. Below are two New Engen case studies that exemplify the benefits of incorporating programmatic into your marketing mix.

Unlocking Incremental Site Traffic Through CTV

In Q4 of 2022, our client, an outdoor apparel brand, tasked us with driving incremental site traffic through new channels. We first identified CTV as their target audience's top digital destination, then we built three rich consumer segments: in-market for outdoor apparel gear, recent competitor site and store visitors, and recent outdoor equipment purchasers. Ads were served across a variety of CTV platforms like Roku, Hulu, Pluto TV, and the Discovery Channel, and optimized based on insights from real-time incrementality studies.

Under this approach, our exposed audience was 2.5X more likely to visit the brand’s site than our non-exposed audience. What’s more, we achieved a 1.9X lift in checkouts. In other words, the brand was able to reach and capitalize on a more qualified audience through its CTV initiative. To top it all off, we identified a previously under-served audience as a standout performer - a learning that is pivotal to refining the program downstream.

Proving the Revenue Impact of West Marine’s Digital Video Awareness Media

In order to validate the direct revenue impact of digital video awareness media, we designed an audience holdout test for our client, West Marine. We activated precision media buys across CTV and YouTube in Florida, a key growth market for the brand. The audience segments included prospecting, retargeting, and lapsed customers, and were compared against national performance.

By the end of the two-week period, the target audience delivered a 1.7X lift in online lapsed user transactions and a 4.6X lift in in-store transactions. Omnichannel ROAS also improved, and West Marine measured a 1.4X increase in year-over-year omnichannel revenue from new-to-file customers.

Programmatic Advertising Best Practices for Holiday 2023

Whether you're bought into programmatic after reading this or just curious to learn more, we want to leave you with our recommendation for what to do next. Here's what New Engen leaders say are the most important steps to successfully incorporate programmatic into your Holiday 2023 strategy:

First and foremost, set clear objectives

→ Identifying what you want to accomplish and learn from your programmatic initiative is the most important step, as this will inform how to design your program. Before you can drive awareness with a new segment or increase AOV within an existing one, you’ll need to understand your audience - then, you can tailor your channels, targeting, and creative parameters to their specific needs. Once you’re aligned on the plan, stick to it.

Set expectations with your team

→ Know that every channel should have its own goals and benchmarks. Don’t track your programmatic performance against your Paid Search campaigns, because these are inherently different channels and so are their outcomes. Performance will even vary across, Podcast, CTV, and Display given their different mediums.

For example, a consumer who searches for “shoes” is more likely to make an immediate purchase because they are actively searching for the product. Programmatic channels, on the other hand, expose audiences to products before they are ready to purchase. So if that same consumer sees a CTV ad for a pair of shoes before they start their search, there’s a likelihood that they will have been influenced before their final purchase decision.

Launch early

→ We anticipate that the holiday season will stretch across Q4, and consumers will start their holiday planning and shopping early - you want to be there when they’re in the consideration stage. As a rule of thumb, you should be in market at least 4 weeks prior to your peak shopping period.

Anticipate different scenarios

→ As an agency practice, we create decision playbooks with our clients going into critical peak periods that allow our teams to move quickly when optimizing campaigns.

If you’re interested in chatting more about your programmatic strategy for the holidays or beyond, reach out to us at programmaticleadership@newengen.com. For more holiday insights and digital marketing news, subscribe to our newsletter and follow us on LinkedIn.