Replies

Highlighted

TanmayMathur

Community Manager

21-08-2016

The Blog Post below is from Shay O'Reilly, Business Analytics Manager for Adobe Media Optimizer at Adobe

-----

Five Ways to Use Programmatic-Display to Move Your Business Forward

You can buy ads nearly anywhere on the Web nowadays, and being able to scale your ad-buying program is a key component of driving your business forward. However, it’s one thing to say you can successfully execute a programmatic program — and quite another to actually make it happen!

The essential formula for executing a programmatic campaign is reporting, analysis, and action. In this post, we will look at how to measure that formula against the components of success: scale, using data to discover opportunities, and decision making.

Five Tips for Successfully Executing a Programmatic Campaign
Natalie O’Brien — from eHealth, a business operating at the intersection of e-commerce and healthcare — shows us some actionable techniques that can help you and your business launch a successful programmatic campaign. Here are five key takeaways from her session at Adobe Summit 2016.

1. Programmatic Is Not a Black Box.
It’s about not only scaling your buying power, but also understanding the site visitors you attract through ads and what to do with them once they’ve made it to your site the first time. Adobe Media Optimizer (AMO) and Adobe Audience Manager (AAM) help with that by making sense of the middle part. We know when people visit your website, when they convert, and when they leave. Now, with AMO and AAM, if customers leave and then return later to convert, we can begin understanding what happens during the time they are away. It’s not just about using tools to scale your buy; it’s about a cohesive campaign that allows you to also scale the way you digest and execute on data. You must step outside of the box to do all of these things well. This helps you successfully reach the universe of people you can truly retarget.

2. Organizational Buy-in Makes all the Difference.
There are two crucial aspects that are most helpful when diving into programmatic marketing. First, you must have an analytics team — not one that just has a presence at the table, but rather, a team that really leads the conversation. Second, the PR team, the content team, and the product team must all be together at the table so that everyone at every level of the organization is represented and on the same page.

3. Personal Information Is the Holy Grail of Data.
At eHealth, a lead may begin filling out an application, get partway through it, and learn some important information from the application form itself that they can begin using. You know that the lead visited the site seven days ago, which is valuable information. It’s not only one day ago, but it’s also not 14 days ago. Knowing when users last visited your site gives you a sense of whether you can reach them again, and if so, how likely that is to result in conversions.

You also have users’ previous search histories and search terms, which are good indicators of their intentions. You’ve stitched together their devices, so you know some users visited your site from their mobile devices and later from their desktops. All these data points are in there, and they’re popping up just from this one person on an ad exchange. If you’re unable to distill that information or capture it, there’s a good chance you’re wasting money on a dimension. If the marketer is unable to see any difference in performance on a more granular level, he or she is likely wasting money by pushing irrelevant ads to that particular audience.

4. Automation Is Necessary to Scale Analytics.
Automation is critical for doing analysis at scale. Techniques such as auto-targeting combine the targeting dimensions mentioned above. You can explore what categories worked, and it automatically comes up with a list of categories you should target, giving you the confidence needed to push ad spend at these subsections of the overall campaign. Updated constantly as new data and data points are received, this is something that just cannot be done manually at scale.

5. Use Data to Make Business Decisions.
With the fine-level detail available to marketers for using programmatic ad buying to address audiences and people, there’s a distinct need to roll all of the information into business decisions. Unless you use the data you are collecting and analyzing to drive your decision making regarding ad spend, then it is wasted information. This data can lead business decisions from the top down if you have the organizational buy-in mentioned previously.

Take One Step at a Time
Putting these five takeaways into action can help you begin piecing together your own programmatic campaign. It takes a lot of components to make a successful program — tools to scale buying and analysis, management buy-in, etc. — but, taken one step at time, any organization can successfully try its hand in the programmatic-display engine.

-----

Read the original blog post at -  https://blogs.adobe.com/digitalmarketing/advertising/five-ways-use-programmatic-display-engine-move-...

Highlighted

TanmayMathur

Community Manager

22-08-2016

The Blog Post below is from Kirill Kronrod, Senior Global SEO Manager at Adobe

-----

How to Optimize for Google Quick Answers

In September 2014 Google introduced a new method of presenting content relevant to “how to…” or “what is…” queries, called “Quick Answers.” With this feature, Google takes snippets of content from specific webpages and features it in the “Quick Answers” box just above the first organic result in the search engine results page (SERP), and just below the paid listings. In addition to the content, Quick Answers also provides a link to the source page.

07 - How to optimize for Google Quick Answers-1

In some instances, Google also adds an image from the page, in the top right corner of the Quick Answers box. We noticed images appear when logged into a Google account (a history of visiting a site triggering it), but sometimes even without a history, probably as a part of Google testing.

07 - How to optimize for Google Quick Answers-2

Pages that Google selects for Quick Answers on our site are high authority pages with quality, well-structured content that is theme-relevant and optimized for a great user experience. This content also answers specific questions that closely match the query.

Below is a sample page that is featured in Quick Answers. This page was created to answer specific questions that users might have about a particular feature, and has variety of quality content relevant to the theme of the query.

The page was optimized for a great user experience: with a well-structured “how to” guide (marked in red), a video tutorial, a detailed explanation of the feature and its applications, links to related features, PDFs, and other resources including help and support outlets.

07 - How to optimize for Google Quick Answers-3

From the technical SEO standpoint, we need to ensure that a page is a part of site structure, is referenced from other pages with theme-relevant linking, and is included in XML sitemaps for better crawling (please use HrefLang XML Sitemap if pages are present in multiple Geos).

Measuring the impact of “Quick Answers”

Usually a page that is ranked #1 in the organic results would also be featured in Quick Answers. However, we also observe instances when our pages are in the Quick Answer box, even when these pages are not top-ranking pages in Google, and ranking on positions two to four. In such cases, our pages are preferred for Quick Answers listings when they compete with authority pages that don’t have theme-relevant content and are not well structured.

When Google first introduced Quick Answers and we started to see our pages appearing there, we tried to measure the impact in terms traffic and CTR from the SERPs using Adobe web analytics tools and webmaster tools. Not surprisingly, we saw a solid increase in traffic.

What we needed to add is a more formal (and easier) tracking method sthat would allow us to understand how many of our keywords in the “how-to” theme are ranking in Google Quick Answers. BrightEdge Content Performance Platform is now enabling us to do just that.

“Quick Answers” ranking report is now a part of the “Keyword” report, where we can measure aggregate rankings of a particular keyword group.

07 - How to optimize for Google Quick Answers-4

The same report also provides details for each keyword in the group.

07 - How to optimize for Google Quick Answers-5

How to Optimize for and Rank in Google Quick Answers:

  1. Select a topic that is interesting for your users
  2. Create quality content relevant to the theme
  3. Structure the page with the user experience in mind
  4. Provide useful information that can include videos, PDFs, details, and links to other relevant topics
  5. Yes – and don’t forget to provide a “How-to” list
  6. Measure the impact

-----

Read the original blog post at -  https://blogs.adobe.com/digitalmarketing/search-marketing/how-to-optimize-for-google-quick-answers/

Highlighted

Manu_Malhotra

Employee

23-08-2016

TanmayM wrote...

Hey Community Folks!

I am creating this space exclusively for users who write blogs or articles around Adobe Media Optimizer and related technologies. You can feel free to post your genuine content around AMO or topics like Search/Display/Social Marketing, programmatic ad buying etc. If we like what you have written, we may well include it in our official Knowledge Base Articles and give you the due credit! If you have any questions before posting you can send me a private massage. 

Hope to see some great content here!

 

The Blog Post below is from Manu Malhotra AMO Consultant, Adobe

-------------------------------------------------------------------------------------------

The product marketer in me cannot stop appreciating Craig Nevill Manning’s innovative and new approach towards product search. What he imagined in 2002 is now a reality. Product search and Google shopping campaigns are an integral part of contemporary Digital Marketing Strategy.

Well, I am sure most of you are already putting Google shopping campaigns to best use. In this blog, I intend to cover some of the industry best practices in managing google shopping campaigns feeds. To sum it up, here is what you can expect

  • What are the various feed types – which one to use and when
  • Tips for efficient Creation, management and updating of feeds
  • Automation! Is there a way to automate the process, in part or in full?

Well first things first!

What are the various feed types – which one to use and when

There is no one path that takes you there!

Choose the Feed type basis your objective. Resort to Regular feed – when you are updating your inventory. However, for changes in price and availability use online Product Inventory Update Feed. It’s quick and efficient.

How, is more important.

Broadly there are two ways to go about the process – Manually submitting Google Sheets or Unicode tab delimited or xml sheets. An intelligent and a programmatic way is through shopping content API. This needs developer intervention – however, it is one of the most efficient ways.

Tips for efficient creation, management and updating of feeds

He: What should I do? Me: Well, it depends on where you want to go

Keeping a checklist handy is the simplest thing that can ensure good quality. Make sure you have following check points ready

  • Required Attributes – make sure you have provided all the mandatory attributes
  • Shipping Options – specifically check that you have mentioned mention shipping options
  • Google_product_Category – provide this as well as color, gender, age_group and size attributes when selling apparel products
  • Mobile URL- needed if there isn’t a mobile redirect already in place
  • Feed scheduling / updating –make sure that the feed is updated timely, ideally as soon as the inventory is updated

In addition, watch out for disapprovals. Some common reasons which lead to disapprovals can be easily avoided.

  • Price and availability – Feed data vs landing page. This is very important since it directly impacts the user Experience. If the two don’t match, your dear customer will never like it
  • Landing page – Under Construction
  • Images – water marks
  • Not having a clear Return/Refund policy
  • Not having Secure check out
  • Policy Disapprovals

To make sure you are managing disapprovals – review the account errors and warnings – Diagnostics tab and update technical contact info on Merchant Center Settings tab. A very intelligent and smart way to manage feeds is through Google Sheets add on. Using this, you can easily check if any entry in the feed row is incorrect or requires modification.

Automation! Is there a way to automate the process, in part or in full?

Answer is, why not!

Enabling automatic item updates settings allows you to update your items on google shopping based on the information present on the website. For this option to work for you, you need to annotate your website with schema.org microdata.

Folks, that is all that I intended to cover. You may also like to explore data transformation with feed rules which is particularly helpful in correcting errors in attribute names and implementing custom labels.

Overall, I have had a good time enjoying and working on the shopping feeds. Do share your own views and real life experiences in managing shopping feeds.

---------------------------------------------

Read original blog here: https://manumalhotra.in/2016/07/07/best-practices-in-managing-google-shopping-feeds/.

This article may be reproduced without my permission as long as it attributes in full and includes a link to this piece.

Highlighted

TanmayMathur

Community Manager

23-08-2016

The Blog Post below is from Emiko Matsumoto, Search Marketing Manager at Adobe

-----

Do You Question the Effectiveness of Search Marketing?

There has been a lot of chatter online regarding the true evaluation of search marketing. Current discussion surrounding ROI attribution models has given cause to question the effectiveness of search marketing as well. There are many reasons why industry experts may feel that way, but consider this: The nature of search marketing is undergoing change, but that’s not news. That’s always been the case. The resiliency and relevance of Search in gaining the trust of the web user is borne out of the ability of search to adapt and adjust. Search engine optimization (SEO) and paid search advertising (PPC/SEM) are integral to any marketing strategy whether separate SEM and SEO lead generation campaigns are conducted or SEO and SEM best practices and techniques are used within a more comprehensive enterprise-level campaign. The marketing objective and messages all have SEO and SEM elements contained within.

Search Engine Architecture and Infrastructure

Let’s examine the purpose and objectives of search engines regardless of who owns and operates them. It could be the traditional search engines such as Google, Yahoo, Bing, Baidu or Yandex, or the emerging power of retail and social media search engines such as mobile app stores (iTunes/Google Play), Amazon, Facebook, Twitter, Periscope, Instagram or Snapchat, to name a few.

The fundamental objective of a search engine is to represent the consumer and provide a trusted service in displaying only relevant, authoritative, and quality content in response to a search query. The algorithm’s used are designed to ensure that. The search engine is where search marketing plies its trade. The building of trust with the consumer results from SEO and SEM best practices applied to all brand web content and is inherent in that content being discovered, indexed, and displayed in the search engine results pages (SERP). The transference and maintenance of that trust in the brand rests squarely on the shoulders of keeping that web content discoverable, fresh, and of value to the consumer.

CMO.com provides a bevy of interesting statistics that demonstrates the power and effectiveness of search. There are 15 listed, but here are a few of the more significant ones.

Eighty-five percent of retailers surveyed said search marketing (including paid and SEO) was the most effective customer acquisition tactic.
Seventy percent of agencies predict client SEO budgets would increase this year; 47 percent of respondents said there would be a significant or, at least, some increase to their SEO budget.
Overall search spend in the USA has grown by 9 percent year-over-year, with most of the increase coming from click growth.
 

Search Marketing Strategy Explained

SEO, organic search, and SEM, paid search, exist in a co-optimized environment within search marketing.

SEO is a long-term lead generation strategy built upon keeping all brand web content discoverable and relevant on all web properties, including product websites, landing pages for various campaigns, and information websites for white papers, case studies, and community outreach. There is a technical, website coding element to SEO as well as a content format and presentation element. SEO monitors the performance of these websites through the collection and analysis of data gathered from visitors to those web properties. Each web property has at least one key performance parameter and associated metrics that measure performance. The results are measured over the long term and adjustments made as performance dictates.

Paid search, or SEM, is a short-term strategy that is compatible and co-optimized with the SEO strategy. The ads developed are paid in order to attain a favorable position on page one of the various SERPs. The idea is to obtain immediate results to measure the most effective way to reach a segmented and targeted audience.

The fundamental tools of SEO and SEM are the use of keywords and phrases that represent what people searching on the web use regularly that identify with your products and services. Data analytics is a key tool used to test various keywords and phrases in the decision-making process, followed by live testing in a test audience environment to validate the results of what the data says.

The results of paid search performance and the keywords used then feed the long-term SEO strategy in making adjustments and adaptations to the SEO or inbound marketing strategy.

The Future of Search Marketing

As I said at the beginning, search marketing is a discipline affected by numerous changes and the need to adapt to those changes. Many of those changes are coming because of the shift to mobile devices and wearables at the expense of using desktops and laptops to do their online searches. The bottom line here is that the display real estate to show search results is extremely limited.

For example, as Google’s Knowledge Graph improves, fewer and limited search results pages are becoming a distinct possibility. This is why Google built the Knowledge Graph. If Google knows the answer to your question, it wants to surface the answer to you quickly so you don’t have to search around on a website.

Mobile apps are another game changer for search marketing. In reality, mobile apps published by brands circumvent the search engine infrastructure altogether. App store optimization (ASO) in that vertical environment is a future SEO development. Search engines are trying to disrupt that through the development of the ability to do deep linking to mobile app content so that the mobile app online presence can be indexed and content displayed on the SERP to increase discoverability. These are indeed interesting times for SEO professionals.

What Really Matters

The point I’m making here is that search marketing is here to stay.  It will never die.  Adaptive processes, procedures, and best practices may alter the marketing strategies in using SEO and SEM capabilities, but they will always be in use.  Even in our ever-changing business environment, search marketing will continue to evolve to those changes as well.  Therefore, as online marketers, we will need to not only adapt to new developments and technologies, but strive to stay ahead of the curve, anticipating what the future may bring.  It is this staying up-to-date, remaining knowledgeable, and building trust that enables the continued effectiveness of search marketing.

-----

Read the original blog post at -  https://blogs.adobe.com/digitalmarketing/search-marketing/do-you-question-the-effectiveness-of-searc...

Highlighted

Manu_Malhotra

Employee

24-08-2016

By Manu Malhotra, AMO-Consultant, Adobe

Edit: This post has been published as a Knowledge Base Article for Adobe Media Optimizer and can be viewed here yes

Analysis Made Easy: Advertising Insights

I am consulting an international apparel and accessories brand which is a leader in its space. Often times, I am asked to improve customer experience, better the ROI and adjust spending levels to achieve the targets. Raising the game, day on day is a norm. Many of you, my fellow passionate Digital Marketers might resonate with it, right? This is what most of us are engrossed with.

However, for all this to manifest, we do tons of information download in excel and csvs of the world. God forbid, at times it gets to zipped files and txts, pivots and charts and then the presentation gets curated to be served in a way that makes the pitch impactful.

Are you going to hug me if I said that certain pieces of checks and analysis that we do on a regular basis is available on a click of a button in Adobe Media Optimizer? Yes, that’s right!

Advertising insights is a very interesting and impactful tool at the behest of a Search Engine Marketer.

Day of Week Spend

Do you find yourself managing optimal spend levels by Day of the Week? If yes, this is one stop destination to determine day of the week targets.

Match Type

I am sure you are interested in knowing whether broad keywords drive irrelevant traffic. Also you would like to quantify it, right? Match Type analysis helps the user gauge the bearing of recent account work on portfolio performance. It reports cost and revenue share of each match type over time.

Campaign Caps

You won’t mind checking the portfolio settings at regular intervals to achieve best possible return on investment, would you? Campaign caps report helps you check if the media spend is limited by budgets.

Portfolio Pre/Post

So, you made well thought out adjustments and carried out optimization tactics, and now is the time to evaluate them. Get your hands on this section – it gives you a quick comparison of portfolios that you select, up to five in one go, and reports their performance over two time periods.

Quality Score

In checking the overall health of account, quality score and its effect on CPC plays an important role.  This tool returns an analysis of portfolio's impression-weighted Quality Score trend over the last 90 days. The presentation provides a grid view of keyword counts in good, average and poor quality score brackets along with weighted revenue in each bracket.

Mobile Optimization

Mobile Bid Adjustments, custom creatives, mobile landing pages…you have done it all. But you still want to check device performance and gauge the current settings of mobile-specific optimization features. This is where you get more insights.

Settings Audit

Don’t miss any of the alarms – learning budgets set more than 10%, cost model half-life and revenue model half-life set beyond recommended levels, undesirable impact of constraints, and unassigned campaigns, all this and much more in a click of button is made available to you.

Location Target Performance Report

Reporting on clicks, cost, and weighted revenue for each location target in a portfolio is available in the Location Target Performance Report.

Perhaps, these tools will come handy as you plan and execute the digital marketing strategies to improve RoI and achieve digital marketing objectives for your clients.

-------------------------------------------------

This article may be reproduced without my permission as long as it attributes in full and includes a link to this piece. (https://manumalhotra.in/2016/08/23/analysis-made-easy-advertising-insights/)

Highlighted

nivedank6663043

24-08-2016

Edit: This post has been published as a Knowledge Base Article for Adobe Media Optimizer and can be viewed here yes

 

Changing Objective through Bulksheets

  • Objectives can only be set for new campaigns built through Bulksheets , it cannot be modified once the build is in place.
  • We need to update Column L – L3 Campaign Objective to change the objective as per requirement and delete all the IDs from column FS to FV as new Campaign,Adsets and Ads will be created.
  • For all the be below mentioned objective we need to change the following in bulksheet , Column FY- optimization Goal.
                                         
L3 Campaign ObjectiveOptimization GoalPromoted Object
WEBSITE_CONVERSIONSRequiredRequired
WEBSITE_CLICKSRequiredNA
MOBILE_APP_INSTALLSRequiredNA
POST_ENGAGEMENTRequiredNA
VIDEO_VIEWSRequiredNA
PAGE_LIKESRequiredNA
LEAD_GENERATIONRequiredNA

Picture8

 

  • For objective Website conversions we need to assign Pixel in following format and for others this field should be blank

{“pixel_id”: “6027919878144”}  ( Promoted Object column – GI).

Trackers

  • The method by which destination URLs are generated for the account:
    • EF Redirects are generated by default for all the builds through AMO for Social
    • Only agency account managers, Media Optimizer account managers, and administrators can change this value from the default.
  • View tags and URL tags are generated per Ad in Bulksheet – VT tags are not generated for Custom audience targeting.
  • Pre-Sync : Instructs Media Optimizer to synchronize its files with the specified campaigns to ensure that all data is the same.
  • This functionality can be used to generate the tags after the build is complete is case of the missing tags
    • We just have to download bulksheet with presync functionality Checked and upload it again without changing anything in the bulksheet
    • Example where Presync can be used to Generate tracking tags:
      • Campaign created with placement selected as news feed
      • Picture7
      • Ad set created for Custom Audience but later assigned interests in Power editor

Changing Ad copy

  • Changing any of the Ad properties will create a new post in Power editor
  • First step here would be to remove the Link object ID – Column FO

 

  • Changing Ad properties
    • Changing Body Text can be done by changing Column Q- Message ( Column P also contain the same text however can be left as it is)
    • Changing Image need Image properties and should be uploaded in the system
    • Changing URL – need to edit the URL in column T (Base URL).
    • Need to change the URL in same format as present in bulksheet.
    • Headline, Display link, Description and Call to Action need to be edited in their respective column W,X,Y and Z.

Example: To create Two Ad sets with three Ads each

  • Follow steps mentioned in slides 2-3 to download Bulk sheet of already created Ad set with three Ads
    • Change the name of Ad sets in column D
    • IDs need to be removed from Column FT to FV the creation of Ad, Adset or campaign
    • Column FP – FR Show status , should be Active or Paused.

Picture6 Picture5

  • L3 campaign ID with remain As it is , this denotes the campaign ID
  • Copy Row 2-5 in bulksheet to create As many Ad sets or Ads , for this example we are creating two Adsets with three Ads
  • We will copy and paste row 2-5 just below in the rows 6-9.
  • Save the bulksheet and Upload
  • This will create Two new Adsets with three Ads in each for the same campaign.
  • Example Bulksheet to be uploaded

Bulksheet Layout

  • Taking example for Facebook Bulksheet here.
  • Structure of this bulksheet assuming a campaign with one adset and one ad
  • To simplfy steps , I have broadly classified Bulksheet Columns as below
                                           
  Column 
RowAd set Properties  
 Ad propertiesP – AAPost properties
  AB – CWCarousel Ad properties(Multi product Ad details)
  DD – DHTag details (View tag and URL Tag)
  FM – FVID
  FW – GBAd Specs linking in IDs
  • To make new campaigns through Bulksheets
  • Name of campaign should be unique for account
  • IDs need to be removed from Column FS to FV depending on the creation of Ad, Adset or campaign
  • Column FP – FR Show status , should be Active or Paused.
  • Save and post.

Bulksheet

A bulk sheet is a file that contains campaign data in a specific format and can be used to quickly create new or modify existing campaign structure data and ads.

  • Creating Bulksheet :
  • Click the Social tab. In the submenu, click Bulksheets.
  •  
  • Picture2
  • In the toolbar, click Download Bulksheet.
  • Picture1
    • Specify the bulk sheet settings:
      On the Selections tab, enter or select information in the fields.
  • Picture4 Picture3
  • (Optional) On the Filters tab, indicate criteria for specific ads to include in the bulk sheet:
    Select a parameter (account, campaign, or ad group name or ID; or any element of an ad), select an operator, and then enter the applicable value.
  • ClickDownload.
    When the task begins, the file is listed on the Bulksheets tab. When the file is created, you will receive an email notification with a link to the file; depending on the amount of data being compiled

Introduction

Media Optimizer supports your marketing efforts on social networks by allowing you to track and manage your Facebook campaigns — as well as your campaigns across all of your other online marketing channels — in one place. You can perform all campaign management tasks and bidding tasks, and optionally add your ad sets to optimized portfolios so Media Optimizer can optimize their ad set budgets.

As you make changes to campaign data, Media Optimizer immediately pushes the data changes to the social network. Media Optimizer also pulls campaign structure data from the social network account once a day (or more often when new campaigns are detected) and on demand as requested. Media Optimizer also pulls click and user engagement data from Facebook hourly.

 

For this Blog I will be mainly focussed to the best practices  assuming we all have little Idea of using AMO for our Social marketing work

Highlighted

rahulbhatia1

Employee

25-08-2016

Edit: This post has been published as a Knowledge Base Article for Adobe Media Optimizer and can be viewed here yes

 

 

Use of dynamic parameters in AMO Social

 

Dynamic parameters are the best way to track things and automate when building ads in AMO social.

 

For e.g. If we need to build a campaign with 10 different ad sets having 50 ads. It is easy to create 50 ads in one go, but can be quite painful to create or change names of 50 ads which are different in terms of creative as well as changing names of ad sets which differ in details such as age and gender targeting etc.

 

  • Dynamic Parameters can be used for Ad Set Names and Ad Names
  • Access them just by entering “{ “ (bracket) while typing the name of your AdSet or Ad
  • Dynamic Parameters automatically append naming conventions from 12 different parameters and pick them including image name, placement, gender and device

 

   

 

AMO Bulk Ad Creation Workflow

 

 

 

Results after campaign creation in Facebook Power Editor:

 

 

 

This automation activity saves a lot of time and enhances productivity. In our example above, we can save around 10 - 15 minutes if we have to create 1 campaign – 5 ad sets – 50 ads.

Highlighted

TanmayMathur

Community Manager

26-08-2016

The Blog Post below is from Tim Wadell, Director, Product Marketing at Adobe

-----

Cross-Channel Advertising With Adobe Media Optimizer

A decade ago, marketing options were limited on digital platforms. The focus was largely on search and banner ads. Things have changed greatly with advances in data collection and management, audience segmentation, numerous social-media platforms, video and mobile ads, and the ability to attribute value to the various touchpoints a consumer engages along the path to an ultimate conversion event (not just retail).

And, when you realize that marketing departments always have limited budgets — especially when unable to tie their efforts to ROI — it highlights the importance of understanding which channels are working. It is also vital to realize which types of ad campaigns and collateral work on which platforms and for which audiences.

Of course, this is easier said than done. As agencies and customers attempt to understand, return on ad spend (ROAS) or return on investment (ROI) can be tough to confidently quantify. It can be even tougher to drill down for further insights. To prepare your organization to receive cross-channel insights on your advertising campaign, you need the following foundation:

Data-Capture Mechanisms: If you are not capturing data on your campaigns — including clicks, visitors, users, and the demographics that go along with these things — it is virtually impossible to determine whether your campaign is effective. At a bare minimum, an organization needs to capture the results of their campaigns before they can begin to get actionable insights regarding what is working.


Clean Data: Tied in with the first point, if the data you are analyzing is not clean, your insights will not be as valuable as they could be. Clean data can mean a number of things: ensuring that data is being pulled from all the correct sources, is mapping to the correct fields, or even that it is being collected in a standard format. For example, if you want to understand whether you have more customers in New York or California, you would likely run a query to find out. However, if the data in the “state” field in your database contains values like NY, New York, CA, California, or Cali, this query is likely to miss customers and be inaccurate as a result. Clean, standardized data is a must when it comes to gaining insights.


Cross-Channel Analysis: Once you have hit these first two items, it is critical in today’s digital landscape to be able to understand that the majority of your customers will have multiple touchpoints with your brand before they convert. All brands need a mechanism for understanding what is happening across various digital channels.


Now that you have taken the necessary steps to be on all the appropriate platforms available, make sure that you also take the steps to understand where your efforts are most effective. In this paper, we explain the key points that all marketers should consider in their deliverance of cross-channel advertising.

-----

Read the original blog post at - https://blogs.adobe.com/digitalmarketing/analytics/cross-channel-advertising-adobe-media-optimizer/

Highlighted

TanmayMathur

Community Manager

28-08-2016

The Blog Post below is from Pete Kluge, Group Product Marketing Manager, Adobe Media Optimizer

-----

Adobe Media Optimizer Accelerates Display Advertising with New Cross-Device Capabilities

Today, Adobe continues its innovation in programmatic ad buying by announcing cross device attribution, reporting and targeting capabilities at Adobe Summit. We announced the new Adobe Marketing Cloud Device Co-op and Device Graph Core Service, which will be available to Adobe Marketing Cloud and Adobe Media Optimizer customers. Through its connection with the Co-op, customers of Adobe Media Optimizer (AMO), our programmatic ad buying platform, will be able to track, target and report on campaigns across mobile, tablet and PC.

Industry statistics cite fifty percent of display ads are expected to be transacted programmatically by 2019. Worldwide programmatic display spend is forecast to almost triple from $20B in 2016 to $56B in 2019. Most of the growth is driven by mobile and video.

It’s a multi-device world and digital marketers are adjusting their advertising strategies accordingly. AMO is rolling out a torrent of new features continuing to build on its industry leading display offering.

Cross Device Attribution, Reporting and Targeting

Digital marketing has historically looked at each user and device combination as a “unique visitor” rather than as an individual person using many devices. The Adobe Marketing Cloud Device Co-op will connect devices to people, allowing advertisers using AMO to scale their cross-device campaigns for true people-based marketing.

AMO customers that opt into Adobe’s new Co-op will have a complete picture of the effectiveness of their advertising campaigns. Instead of attributing revenue from customers converting on a single device, an advertiser will be able to track how users interact with their brand across multiple devices and accurately attribute revenue and conversions. Additionally, an advertiser will be able to target those customers throughout their journey as they travel across multiple touchpoints, reaching them with relevant experiences.

PK Summit 

Growing Video Channel to include Real Time Bidding

Much of the growth in programmatic ad spend will come from video over the next five years. Video is expected to be the primary ad unit by 2020, according to some sources. AMO already connects with Facebook video through the social channel, taking advantage of Facebook’s massive user base of 1.5B and 8B daily video views.

We’re pleased to announce that AMO is now ramping up its video offering by connecting to real-time bidded video inventory on the Google Ad Exchange and other exchanges. The key benefits to our customers will be the ability to:

  • Buy and optimize in-stream and in-feed video ads with transparency, efficiency and control
  • Target high-value Adobe Marketing Cloud audiences
  • Reporting and attribution to understand impact across display, social and search channels

Connecting Analytics & Audience Manager Segments to Dynamic Experiences

AMO dynamic creative optimization (DCO) allows advertisers to reach granular audiences with flexible ad creative that is personalized in real-time to drive user engagement and conversions. It offers a broad range of campaign and audience targeting options to meet a brand’s specific needs and goals with flexible, custom ad layouts, allowing for real-time optimization of creative content and ad elements for all device types.

Newly announced at Summit, AMO DCO is now connecting with Adobe Marketing Cloud audiences. This means an advertiser can now use audience segments from Adobe AnalyticsAudience Manager and Adobe Media Optimizer to define and inform a dynamic creative experience.

The audience segment triggers a unique creative theme or layout, and DCO automatically renders the dynamic content with elements like price, product, images, locations and promotional copy.

Adobe continues to Super Charge its Industry Leading Programmatic Platform

Adobe is redefining digital marketing and advertising by connecting its Marketing Cloud audiences to programmatic advertising, and offering a comprehensive buy-side ad stack with the industry’s most advanced cross-channel programmatic ad buying platform. According to Forrester’s Digital Experience Platforms report:Adobe’s integrated platform leads the market. Adobe has established a platform of best-of-breed technologies that support marketing activities.” (Forrester Wave™: Digital Experience Platforms, Q4 2015)

With the new Adobe Marketing Cloud Device Co-op and Device Graph Core Service, we are addressing the needs of agencies and advertisers to prepare them for the forecasted explosive growth in mobile and video programmatic ad spend over the next five years. Adobe is addressing advertiser needs for the management, buying, and delivery of programmatic advertising in a multi-device world by providing a complete picture of the user for targeting, attribution, and reporting across devices.

-----

Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/amo-display-video/

Highlighted

nidhik

29-08-2016

By Nidhi Kapoor, AMO- Senior Consultant, Adobe

Edit: This post has been published as a Knowledge Base Article for Adobe Media Optimizer and can be viewed here yes

Bid & Average Position Constraints - Substantial Support in Competitor Strategy.

 

In a day to day marketer’s life word ‘competitor’ plays an important role. Some part of success for a marketer lies if he/she can steer their marketing efforts through the turbulent marketing environment by doing it better than competitors.

 

As we all know there is no mantra to be positioned always ahead in marketing efforts or value proposition than competitors but yes there are some smart moves that can be tried to enhance all marketing efforts.

 

In Search marketing we all know how competitive the industry is. With changes from Google for right hand side ads, it has gone to extreme competition now from bid/CPC to ad position. This in turn contributes to overall conversions efficiency.  In such an environment if some great tool and a feature can help us expedite our search marketing efforts and stay ahead from competitor’s ad position can be very useful.

 

Average Position on search ads has a good weight in fetching traffic and brand awareness. Maintaining the position is also not that easy. Yes, this is where Adobe Media Optimizer’s (AMO) ‘Bid & Position Constraint’ feature can support in maximizing the efforts.

 

Case Study

See a case study as an example of performance below where the brand generic search ads were fluctuating from the position 1 and securing the competitive impression share. Though the impression share was higher than competitors, however, as the keywords included brand terms, it was expected to maintain the position 1 with good impressions and outranking share.

 

To ensure the longer appearance in a day and at ad position 1, daily budget limit was increased as the first step. Despite that the average position was fluctuating throughout the day and competitor’s ads were seen at ad position 1 occasionally.

 

In such case, a ‘Bid & Position’ constraint feature of AMO was advised to be tested. It is a simplest type of constraint option in AMO which allows to restrict optimizer’s keywords bids to a bid and position range specified.

 

A test for two weeks was run to see if that helps in maintaining the position ‘1’ and increase in impression share to some extent. Following were the results secured after two weeks compared with previous weeks and helped the case with some improvement in its metrics.

 

 

  • Impression share increased by 15%.
  • Ad’s avg. Position improved by 20%.
  • Outranking share improved by 70% from the immediate competitor.
  • Impressions decreased by 13% WOW, however, with improved avg. position, overall traffic increased by 97%.

So by setting up the AMO’s bid and position constraint as 1 and assigning the max. bid value to it, helped the case and keywords to maintain their ads’ position during the test period and secured improved results than its competitors.

How did this happen, what are these constraints and how do they help? Let’s see below.

 

What are Constraints?

Constraints are bid rules that can restricts bid on bid units (keyword + match type) to a specific range or position range to support in maximizing the objective*.

Constraint’s rules are an optional feature AMO provides to support and maximize the objective. It can be applied to bid units associated with label.

 

What are Labels?

Labels are a group of entities under a common name for the purpose of reporting, management and constraining*.

Any entity such as keywords can have multiple labels. Also, any label can have multiple entities such as Keywords, ad groups, campaigns etc.

 

How to create a constraint?

  1. A Label needs to be created first. To create a label, following steps are to be taken.
  2. Create a label or select a pre-existing label and assign to entities.

For e.g. Click on Search            Campaigns           Labels              Create Labels following screen will appear.

 

 

  1. Once the label is created by executing above steps, go to the entity level such as keywords in search tab and select the keywords by selecting the check box and assign those to the created label and save changes.

 

 

  1. Once the above step is done, label tab should be visited to see the entities assigned to the label and also to create a constraint further.
  2. To configure the constraint:
  • Click on the cog beside the label created.
  • Define Keyword level conditions. Multiple conditions can be applied for each constraint. These conditions can be evaluated as ‘And’ or ‘OR’.
  • Select constraint type from the drop down option and set values if applicable.
    • Bid & Pos. Constraint (It is covered in this article where ‘Min Pos’ ‘Max Pos’ and ‘Min and Max Bid’ were advised efficiently)

 

  • Variable Bid & Pos. Constraint (Create a single constraint that has different min/max bid and/or min/max position constraint values for each keyword associated to the constraint*)
  • Context Sensitive Bid (Keywords can be bid to the average CPC of the portfolio, campaign, or ad group it belongs to*)
  • Incremental Bidding (Bid keywords incrementally from their current bid to a target bid*)
  • Search Engine Minimum Bid (This constraint will use the minimum CPC bids set by the search engines as the optimizer’s minimum bids*)
  • Performance constraints (This constraint is based on bid unit’s performance)
    • CPA Target
    • ROI Target
    • Margin Target
  • Bid Shift (The Bid Shift constraint allows you to shift bids up or down from the current optimized bid for all constrained keywords*)

 

  • Define run period, outside that optimizer will have full control of bids.
  • After configuring the constraint, click on the ‘Save’ button.
  • Once the label has been constrained, the label will appear with an icon to show that it is constrained label in the left navigation panel and in the label drop-list.

 

It is not always guaranteed by setting up the constraints such as in the above case the ‘Bid and Position’ constraint, the ad will appear at position 1 always. This could be of various reasons such as if the daily budget limit is reached then it will be difficult to maintain the constraint positioning for rest of the day. However, by setting up these we are actually prioritizing the rule in AMO and directing technology to action accordingly. 

 *Definition taken from AMO training material from Gauri Bhat.