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Adding Value Through Facebook Advertising

January 26, 2012 By Leave a Comment

Facebook Ads

Convincing brands to allow your agency to spend their money on Facebook ads is a tough sell.

It’s a ‘tough sell’ because they know, as well as you do, that Facebook is an emerging channel where few of the rules are known, and in which the conditions are constantly changing.

With this knowledge many brands say that they should manage their own Facebook ad campaigns or avoid serving any ads at all. Some report that they have tested Facebook ads with other agencies and that it didn’t work or that they have heard many stories of ad campaigns going wrong and that they don’t want to waste their budget.

A disconnect often occurs where Paid Search Experts at agencies take the opinion that Facebook ads will run the same as Google ones, while brand managers on the client side hold the view that Facebook ads are more akin to Display advertising; totally different to Google.

The upshot of this is that brands are not convinced by the credentials of Agency-Land to deliver Facebook ads successfully. Yet.

I am sure that this will ring true for every one of you.

It is my intention with this column to give an insight each month into how you may be able to better-demonstrate value to your clients with this challenging channel, making it easier for you to win, grow and keep Facebook advertising business in 2012….

Filed Under: PPC Marketing, Social Media Tagged With: , , , , ,

Acquisio and Amaze at Figaro’s Digital Marketing Conference

January 25, 2012 By Leave a Comment

Following on from our Figaro Digital seminar on leveraging data in display, we were invited back along with Amaze, one of our clients, to the Figaro Digital Marketing Conference on 23rd November in London. Together, we explained more about how agencies use our performance media platform and delved deeper into how sophisticated reporting capabilities can support client’s efforts in areas such as retargeting.

Click to Visit the Video on Figaro Ditial's Site

We’ve been working with Amaze for over a year now and know just how important effective reporting is for maintaining their excellent client relationships. Making reporting quick and painless lets the agency spend more time analysing the data and advising their clients on how to further optimise results.

Getting reporting right also helps agencies focus attention on  matters such as integrating data, channels and campaigns to deliver a wealth of retargeting and attribution benefits. If you’re interested in how you can drive display success through incorporating search data, or whether to approach attribution modelling from an equal weighting or recency model, this presentation will help.

Take a look at the video on Figaro Digital’s site to find out more.

Filed Under: Display Advertising, Europe, PPC Marketing, SEO, Trends in Search Tagged With: , , , , , , ,

Performance Predictions for 2012 in iMedia Connection

January 24, 2012 By Leave a Comment

When iMedia Connection asked us recently to provide a few ideas about what performance marketing would look like in 2012, we naturally jumped at the chance. It is one of the most, vibrant, productive and effective sectors of the marketing mix and therefore one where we expect to see some key developments this coming year.

The article is called What to look forward to in 2012, and here’s an excerpt about the state of play in search, one of the most important facets of performance media:

Today’s search marketing capabilities and results have effectively commoditised this marketing channel. For some years now, none of us have worked with a brand that would not benefit from including search in their marketing efforts. This maturation has however meant that the returns achievable by agencies are diminishing, regardless of the continued innovation and efforts in the channel and thus, agencies are struggling further to monetise their services in this space….

Filed Under: Europe, Mobile Marketing, PPC Marketing, Social Media, Trends in Search Tagged With: , , , , ,

Guess Who Just Hooked Up!

June 9, 2010 By Leave a Comment

Solving the Marketing Puzzle
Think of your marketing efforts as a rubik cube. You can’t possibly solve the puzzle without being able to see all sides. In your traditional marketing efforts, you cannot unfortunately see all sides. It’s incredibly challenging to try to focus on one aspect, be it your search, analytics or website, without ignoring the others. So how do you look at all sides and solve your marketing puzzle?

Whether you’re an analyst or a HiPPO, you’ve got some sort of reporting to do. The bottom line is: you want to know how well you are performing based on how much you are spending. This goes beyond average metrics like of cost per click or ROAS. Because average metrics yield average results. And average results lead to average decisions.

What we’ve really been missing is a way to seamlessly combine our PPC and Analytics data together to have more meaningful metrics. Sure, Google Adwords and Google Analytics have started playing nice recently. But it’s still not the type of seamless integration you need. And what if you are advertising on search engines other than Google?

The Hook Up
So how do you pull all this data together and make sense of it? You throw them in a tool and let them make love to one another. We usually don’t use our blog to promote our tool. But integrating Google Analytics into Acquisio SEARCH, is well… it’s kind of a big deal!

It’s Kind of a Big Deal
Whether you’re a publisher, run an eCommerce or B2B site, it’s kind of a big deal! You suddenly have this new way of looking at metrics where you can measure almost Anything per Anything. Here are a few sexy PPC and Analytics metrics that can make your reports just a little more provocative.

Sexy Publishing Metrics

  • Cost per Page View
  • Cost per Visit, Visitor, New Visit
  • Cost per Bounce

Sexy eComm Metrics

  • Average Revenue per Item
  • Average Revenue per Transaction
  • Average Value per Goal Completion
  • Average Item Revenue per Click
  • Average Goal Value per Click

Sexy B2B Metrics

  • ROAS per Item Revenue
  • ROAS per Goal Value
  • Bounce Rate per Click
  • Page View Rate per Click
  • Visits, Visitors, New Visits per Click

You can even drill down and get as granular as you need to by measuring cost, rate, revenue and ROAS per campaign, ad group or keyword. The possibilities are endless. And remember: Average metrics yield average results. Are you basing your marketing decisions and spending your dollars on average metrics?

In the next blog post, we will look at an example of how combining PPC and Analytics metrics can help you make better marketing decisions.

Filed Under: PPC Marketing Tagged With: