The Blog Post below is from Nidhi Kapoor, Senior Consultant for Adobe Media Optimizer at Adobe


Bulk Edit Feature to Support Manual Bidding


‘’Manual Bidding” is the most common and important step seen in case of newly created campaigns. This method let the advertiser set the manual CPC for keywords as per its targets and enhance their exposure.

AMO has its competitive bidding technology with which it takes the control and automate bids on bid units (keyword + match type) using its algorithm such that it maximizes advertiser’s objective.

The process being followed in AMO for newly created campaigns is that when they are new should be kept under ‘Manual Portfolio’ first for few days before getting assigned to the ‘Optimized Portfolio’. This is to ensure that they build good performance data history around them before getting under AMO’s technology. In an Optimized portfolio, bid units are bid automatically by the technology as per its algorithm.  The factor history plays an important role in bidding technology of AMO as it helps in generating the models (cost & revenue) and therefore calculating appropriate bidding for bid units.

Usually the common method seen among advertisers for manual bidding regularly for keywords in bulk are through the bulk sheet method. In this, keyword's bids are modified as per their performance, business requirement or some best practices such as for example:

  • Keywords with conversion and avg pos worse than position 3 = +20%
  • Keywords with conversion and avg pos between 2 and 3 = +10%
  • Keywords with no conversion and avg pos worse than 3 = +30%
  • Keywords with no conversion and avg pos better than 2 = -10%

These increases or decreases are made as per the bids in ‘current bid column’. This method requires downloading the current status of keywords first in a bulk sheet format and then making changes and posting the modifications later on through AMO on search engine.

There is also another way to execute and expedite the manual bidding is by using AMO’s ‘bulk edit feature’.

To use the ‘bulk edit’ feature, visit the keywords tab, create a filter to select the keywords to perform the bid increase/decrease action. To start with, use the ‘Add Filter’ option, select the date range of the data on which the analysis will be appropriate for keywords and then filter the keywords on the basis of their conversions/avg. position data etc.

Select those filtered keywords > click on the ‘bulk edit’ option on the left > select the ‘available actions’ such as ‘formulaic bid change’ in case of ‘manual bidding’ and then increase or decrease the percentage depending upon the data, best practices, budget targets and requirement of exposure. In case of increase, it’s always good to set the max limit and in case of decrease, the minimum bid limit to avoid the sudden increase or decrease. Click ‘Apply’ then to execute the changes.

Changes made will be available under ‘bulk edit status’ link under the ‘filter’s row. This is one of the quickest method to avail the option of manual bidding in bulk, change the ‘status’ of keywords, ‘create’ and ‘Find & Replace’ in bulk.

Depending upon the number of keywords to be manual bid, filter requirement and the frequency of changes to be made, a choice can be made between the options of bulk sheet or bulk edit to be used.







Community Manager


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


Creating Relevant Ad Experiences Without Thousands of Ad Units

Consumers are frustrated with the number of irrelevant advertisements they have to deal with daily:

  • According to Infolinks, only 2.8 percent of study participants thought ads on websites were relevant.
  • Adobe and PageFair found that in the United States, there were 45 million monthly active users (MAUs) of ad blockers during Q2 2015—equal to about 20 percent of Internet users, according to Strategy Analytics.
  • According to PageFair, 33 percent of Internet users find display ads completely intolerable because they are not pertinent or interesting.

To rebuild consumers’ trust and drive better engagement, businesses today need to build more personalized ads.

Many advertisers still use static ads for their display advertising. This means that the actual content within the ad doesn’t change and therefore a different ad must be created for each audience segment. For any brand that is interested in delivering personalized ads to highly segmented audiences, the number of static ads necessary becomes a nightmare for the creative and traffic teams. The result? Impersonal ads that don’t engage the customer.

On the other hand, dynamic ads use a single ad layout (or dynamic template) that can be populated on-the-fly with predetermined personalized content.

Introducing Dynamic Creative Optimization
Dynamic creative optimization (DCO) allows advertisers to drive better engagement and performance from their ads by delivering the most relevant experience to the user in real time. DCO uses an ad layout with several dynamic elements that change depending on who the user is or which audience is actually seeing it. The content changes can include things like the product description, image, price, and call-to-action (CTA). Promotional copy can also be switched dynamically.

Retargeting campaigns is currently the most common use for DCO. It requires an advertiser to maintain a data feed with the dynamic outputs used to populate the ad at the time of the ad call. The ad is assembled in real time to deliver the most relevant content for any user. But DCO is not only for retargeting. It enables advertisers from a variety of verticals to deliver personalized experiences for consumers across the marketing funnel.


Elements of a DCO System
DCO works by combining several elements to output a real-time and relevant ad. Here’s a primer on some terms and definitions related to dynamic creative:

Dynamic Triggers: Pixels on a brand website capture retargeting values (i.e., product SKU) and are used to trigger outputs from the content source—such as data feed or API—to populate a dynamic ad. Other elements that can trigger dynamic ad content include geolocation and audience segment data.

Content: In the case of DCO, content refers to the advertiser feed, API, XML, business rules, offer grid, or product catalog that the dynamic trigger references for outputs to populate fields in the ad template. Content is provided by the advertiser, ingested by the DCO system, and output in the dynamic ad.

Dynamic Outputs: These outputs are ad elements that can be referenced by a dynamic trigger in the content source. Examples include images, URLs, and copy that are referenced in a data feed.

Variable Attribute: Variable attributes are dynamic elements within ads that are not referenced from the content source by a dynamic trigger. Delivery of the ad element is based on business rules (like A/B testing) and is not feed based. Examples include CTA, background color, and offer. Some items, such as copy or CTA, can be either a dynamic output or variable attribute, depending on setup.

Ad Layout or Dynamic Template: In DCO, these elements are the shell design that houses the dynamic content.

Experience: An experience is created by the combination of one ad layout and one or more content sources.

(No Cookie) Default Ad: The default state of a dynamic ad occurs when cookie targeting is missing or does not match the content source. Advertisers predefine defaults for each dynamic output. For example, if the DSP makes an ad call and there is no matching DCO cookie or if the dynamic trigger does not match the content source, the default experience will be generated.

DCO Delivers
Delivering highly personalized ads improves your campaign effectiveness. DCO can help manage the expense of ad creation and production by using an ad template and data feed to create infinite ad combinations without infinite time and money.


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The Blog Post below is from Lauren Friedman, head of Global Social Business Enablement at Adobe


5 Examples of Influencer Marketing Done Right

Influencer marketing is big business. In fact, according to a recent study in Adweek, 75 percent of brands engage influencers as part of their core advertising strategies. Brands recognize that today’s consumers are savvy — and not easily swayed by traditional ad-speak. And, consumers look to their peers to help them make purchase decisions. The solution? Using influencer marketing to leverage the power of trusted and respected experts in your field is a smart, effective way to increase brand awareness, build an audience, and improve your bottom line.

Five Shining Stars of Influencer Marketing
While it seems everyone is jumping on the influencer bandwagon, there are certainly some shining stars. Following are five examples of influencer-marketing campaigns done well and what we can learn from the companies that are doing it right.

1. Sephora — Creating Authenticity Through Unbiased Reviews
The health and beauty industry may have an advantage when it comes to influencer marketing, simply because it’s cost-effective to send sample products to influential people to have them try them. However, too often, brands reach out to influencers with an agenda: “Try our product and write a glowing review.” With transparency and authenticity in mind, Sephora has taken a different approach. They built Beauty Talk: a community of insiders who leave honest product reviews, help other consumers make decisions based on their needs, and share their findings. Anecdotally, Sephora sends free samples to beauty vloggers/bloggers and other influencers, but the reviews they receive in return are always authentic and genuine. The community is successful because Sephora gives influencers the freedom they need to be unbiased, which in turn, fosters a genuineness that consumers appreciate. Sure, parameters still exist — but asking for honest, unbiased opinions has been extremely effective.

2. Nikon — Choosing the Right Fit
The Nikon brand launched a social-sharing campaign to showcase its connected camera offerings during the Warner Sound Festival. The company quickly created buzz — using #NikonWarnerSound — which trended on Twitter all three nights of the event. Partnering with Warner Music Group, Nikon presented roaming photographers with Nikon cameras to use throughout the event to take and share pictures with their personal Facebook communities. By giving established photographers access to these cameras, Nikon turned their product over to their best advocates — the photographers themselves — and created instant credibility.

3. Birchbox — Cultivating a Mutually Beneficial and Highly Lucrative Partnership
Birchbox — an online subscription service for beauty supplies — partnered with lifestyle blogger, Emily Schuman of Cupcakes & Cashmere, to customize one of their beauty-supply boxes. With carte blanche to choose products she knew would resonate with her fans, Emily showcased Birchbox to 300,000 followers on Instagram. It was the perfect partnership: Emily aligned with Birchbox — a very reputable brand — to share something of value with her audience. In return, Birchbox was exposed to an enormous, relevant audience. The benefit was both mutual and highly lucrative.

4. Boxed Water — Remaining True to Brand Values
Boxed Water may sell water, but the company also touts conservation and renewable resources, which is why its influencer campaign, Retree Project, was such a success. With help from the National Forest Foundation, Boxed Water was able to spread the word about their philanthropic campaign. For every Instagram photo that was posted using #Retree, Boxed Water agreed to plant two trees. The brand reached out to known Instagram influencers — those who had already attracted hundreds of thousands of followers each — asking them not only to post in support of the campaign, but also to encourage their community members to repost. Leveraging the power of Instagram influencers to raise brand awareness — while remaining true to brand values — was brilliant.

5. Buick Automobile — Gaining Fresh Perspectives
Buick’s influencer campaign called on nine of the most prominent Pinterest influencers — often referred to as Pinfluencers — in the fields of style and design to help create a brand image surrounding its new Encore luxury model. Rather than partner with influencers who are respected in the automobile industry, they chose outsiders so they could align the brand with experts from a different sphere. Pinfluencers shared their visions of how the exterior and interior of this new luxury model would look, encouraging consumers to revisit the brand with fresh perspectives.

What does an audience look for in an influencer? What attributes create a sense of trust? Most people see through advertisements, realizing that companies are likely saying whatever they think you want to hear. Add a familiar, trusted voice, and suddenly, marketing has credibility. When a respected voice of authority makes a suggestion, it feels authentic and believable.

Of course, creating a successful influencer campaign takes much more than just finding an expert who will post a blog touting your product or service. It’s critical to pick the right influencer — preferably someone with an established audience in the area of expertise into which you are looking to expand or with an entirely new segment you’re trying to reach. The best campaigns are genuine and contain messaging that stays true to your values as a brand. The right “fit” is everything — without it, even the best spokesperson will leave your audience feeling disconnected.


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The Blog Post below is from Cory Edwards, head of Adobe’s Social Business Center of Excellence


Virtual Reality and Social Media: Are We Ready for Dynamic Social?

Research conducted by Goldman Sachs forecasts that, by 2025, virtual and augmented realities will become an$80-billion market. That’s just eight years from now! Is it time for your company to invest? Brands across a wide range of industries — from entertainment to education to online shopping — are using virtual technologies to create deeper, more meaningful interactions with customers and enhancing their experiences. What do virtual and augmented realities bring to the table, and what should brands be thinking about when considering these new technologies?

What Is the Difference Between Virtual Reality (VR) and Augmented Reality (AR)?
Both virtual reality and augmented reality create immersive experiences, but the main difference is how immersive. With VR, the experience is total, meaning the goggles or the viewer that you’re using completely shuts out the real world, and everything within the viewing parameter is entirely virtual. With AR, on the other hand, the experience is not wholly immersive. Instead, images, videos, and other visual stimuli are layered over reality, allowing the user to supplement the real world with virtual content.

How Are Brands and Industries Benefitting From VR and AR Technologies?
There’s tremendous opportunity for businesses who choose to utilize VR or AR technologies as mediums for improved customer experiences. From support and service to basic entertainment, virtual realities enable brands to provide experiences that were previously impossible.

The Super Bowl is a perfect example of the potential here. The NFL has a limited number of stadium seats available for fans who want to watch the game — everyone else (without tickets) must tune in to watch it on television. In a virtual world, stadium seating is infinite, and unlimited numbers of fans enter into an immersive football experience on game day — one that is both visual and auditory. Similarly, VR and AR could also be used in the movie and entertainment industries, as movie-production companies are not only investing in virtual and augmented realities, but also have major players in these technologies supporting them.

Gaming is yet another industry that may be changed forever by AR and VR with the recent release of Pokémon Go. The popular mobile app overlays a map of your unique physical world — your house, office, and everyplace you eat, for instance — with the world of Pokémon. Everywhere the user goes, images of an augmented world appear through a camera viewfinder.

More traditional retail marketers, as well as online retailers, also have unique opportunities to capitalize on virtual technologies by creating more immersive shopping experiences. Whether it’s trying on a pair of hiking boots in your living room or having the same experience in the middle of the rainforest, savvy marketers are taking advantage of VR and AR technologies, offering consumers chances to experience products and services in novel, exciting ways.

Where Does Social Media Meet Virtual Technology?
To date, social engagement exists primarily in a two-dimensional, screen-based world where text is heavy, and imagery and video are occasional. While engagement occurs in real time, true interaction is limited because it’s so often based on text. Now, imagine not only experiencing products as you never have before, but also journeying into corporations to meet the humans behind your favorite products.

AR and VR will change how consumers communicate with brands, creating truly social interactions with companies and their employees. As a result, traditional social-media departments will likely transform from groups of writers who string together interesting tweets and posts — hoping for text-based interactions — to groups that facilitate virtual interactions with customers for more dynamic experiences.

As we approach the second wave of hype surrounding VR and AR, there are high expectations for these emerging technologies. Facebook created a social VR team, Google has invested over $500 million in AR, and many technology vendors have released AR and VR headsets. Yet, many brands remain hesitant because these virtual technologies both require tremendous resources and costs. Deciding whether to invest is challenging. Be realistic, take a step back, and ask whether these technologies will, ultimately, help you achieve your business objectives.


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


Supercharge your Retargeting Campaigns with Dynamic Creative

Forty-six percent of major brands have set aside budgets just for retargeting campaigns. Retargeting allows brands to reconnect with users that have previously visited their website as they peruse content across the web. These site visitors have already shown interest in the brand by visiting the website, and show intent with actions such as visiting product pages, filling a shopping cart, or interacting with content, but they have not converted. Retargeting gives the brand a second chance at driving a conversion.

Retargeting is a popular display advertising tactic, which is not surprising when you consider that retargeted visitors are 70 percent more likely to convert on your website, according to However, what if your retargeting campaigns could deliver more relevant and personalized ads? Dynamic Creative Optimization (DCO) is the catalyst to supercharge your retargeting campaigns.

The Data Feed Powers DCO Personalization
DCO can boost ad efficiency and effectiveness across all verticals, and has benefits for any advertiser with granular audience data used for personalization. Retargeting requires an advertiser to maintain a data feed that houses the dynamic outputs that populate the dynamic ad. I’m often asked how the data feeds works to personalize a DCO ad, so let’s take a look at examples for the most common verticals: retail and travel.

In the retail vertical, DCO is a key element for effective site retargeting. A unique product ID, such as a SKU, is captured by a pixel on the product page and added to a user profile. The SKU will act as the dynamic trigger for content in the advertiser’s data feed. Geo-location and audience segments identified with a data management platform (DMP) or analytics solution are other elements that can trigger dynamic ad elements.

When the demand-side platform (DSP) buys the user impression, the SKU in their profile is cross-referenced with a file on the backend that tells DCO the product name, its description, what product image to pull, price, promotional copy, and any other relevant information. The dynamic ad is assembled and delivered using the content in the data feed in real-time. Anything that’s captured with a pixel can be used to trigger content from a feed.

For travel and hospitality, the concept is the same. However, instead of a product SKU, the dynamic trigger could be a hotel property ID or origination and destination travel city:


The Results Speak for Themselves
Lower funnel tactics like retargeting with DCO can drive a significant lift in performance for an advertiser. As we move down the funnel, we know more about the audiences and the targeting gets more specific, resulting in higher click-through and conversion rates. For example, for one advertiser we work with, retargeting individual property pages using DCO resulted in a lift in CTR of 71%.

internal-image-supercharge-your-retargeting-campaigns-with-dynamic-creativeDCO and Retargeting, A Powerful Combination
When planning your next display campaign, consider the power of retargeting with DCO. Display ads get a click-through rate of 0.07%, but retargeted ads get a click-through of 0.7%. The data feed allows for a deep level of personalization, allowing you to deliver more relevant ads, and drive better ad engagement and performance.


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The Blog Post below is from Krista Vezain, a 12-year veteran of the digital advertising and marketing space


Six Questions to Ask Before Data-Management Platform (DMP) Implementation

Some marketing organizations are realizing the value of data-management platforms (DMPs) to improve targeting throughout the customer journey. But, many haven’t adopted a DMP yet, so let’s take a look at how you could benefit from one as well as some key questions you should ask prior to its implementation.

What Do Brands Use DMPs for?
A data-management platform is there to drive targeted engagement and reengagement with your audience. To see where they come from, to see what they engage with, to ask deeper questions, and to push out the most relevant marketing content — those are the mandates for a DMP.

Look at the data that’s available nowadays: first-, second-, and third-party data. Data can provide insights we can use to shape personalized experiences with our brands. But, it must be aggregated, distributed, and deployed from silos far and wide.

The goal for deploying a DMP is to send the right message to the right people. This will make your ad spend more effective and help gather a community of passionate brand advocates!

How Do You Track the Customer Journey?
To gain a better understanding of how to track the customer journey using a DMP, let’s look at an example. At an Adobe Summit session this year, we talked about Zoey, an anonymized customer who visits our website, sees relevant content, receives an email offer, is served a cool video, then sees an offer on Google, and after all that, she makes a purchase and tweets about her experience.

Without a DMP, her journey might be riddled with holes, as we may have incomplete views of our consumers. But, by deploying a data-management platform, we gain a more complete, 360º view of our customers; we can then serve panoramic messaging — whenever they want it, wherever they are, and on whichever devices they are using at that moment.

If they have already made purchases, we want to avoid knocking them over the heads with ads that promote the very items they just bought. A DMP establishes a connected journey, so marketers have sharper insights and can create loyalty experiences instead of irritating ones.

We can examine Zoey’s journey and use that data to explore other prospects that look like high-value customers. The DMP enables us to understand how their online activities mimic those of our current customers.

What Questions Should You Ask?
With a DMP, we have a much sharper customer view, and we can serve more relevant ads. If you’re still unsure about why investing in a data-management platform is essential to effective programmatic advertising, check outthis post; but, if you’re ready to explore further, I have several questions (not in any particular order) you and your team should ask yourselves before bringing in a DMP:

  • Q: Why are we investing in data in the first place? A: To gain a 360º view of our customers — we want to capture and combine as much information as possible from first-, second-, and third-party sources.
  • Q: What is our data-governance policy, and how will our data-management platform fit into that governance?A: This is an incredibly important question! We must establish clear rules prior to implementation.
  • Q: How do we target consumers when we’ve brought in data? A: Through their behaviors, preferences, values, and other personal criteria (which can and should be captured from online and offline channels).
  • Q: How do we prioritize a target as a high-value customer? A: This one is often business specific, but we could assign weighting by activity such as a certain number of mobile app engagements.
  • Q: Can our DMP expand our audience targeting? A: Absolutely! Through lookalike modeling, we’re able to identify additional prospects who should be treated like high-value customers.
  • Q: How will we start implementing a DMP? A: Again, that may be business-specific, but one Adobe customer took the approach of looking at its top three to five customer journeys that it couldn’t execute without a DMP and began its implementation by mapping those journeys.

The main point when deciding whether to build in a data-management platform is to explore all the questions you can think of before you test and deploy.


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The Blog Post below is from Joe Martin, Head of Social Insights at Adobe


Influencer Marketing From the Influencers

Who has influenced you — Abraham Lincoln, Ruth Bader Ginsburg, Mohammed Ali, Thomas Jefferson, Michael Jordan, maybe Oprah Winfrey? According to a survey done for Variety this year, 8 out of 10 teen consumers didn’t name celebrities at all, but rather, chose influential YouTube stars such as the comedy team Smosh. Another survey, this one conducted by Tomoson, reported that 51 percent of marketers believed they obtained better customers through influencer marketing than through more traditional channels.

Influencers don’t have to be famous, but — as they are often focused on specific niches — should definitely be both knowledgeable and accessible. The explosive growth of social channels, paired with the ease of video and image production, has birthed a new group of rock-star influencers who travel the globe, teaching others everything they know about influencer marketing.

Over the past few years, I have been able to present, interact, and meet with many of these thought leaders such as Brian Fanzo (@isocialfanz), Stephanie Be (@stephbetravel), Amy Jo Martin (@amyjomartin), Marsha Collier (@marshacollier), Diana Adams (@adamsconsulting), Ted Coine (@tedcoine), Winnie Sun (@SunGroupWP), Sam Hurley (@sam_hurley), Rachel Miller (@rachelloumiller), and countless others. Most recently, I spoke at a conference with Emily Thomas (@emitoms), Pam Moore (@pammktgnut), Stephanie Be (@stephbetravel), and Sean Gardner (@2morrowknight).

Talking with each of these extremely talented, intelligent, and motivated people has taught me that there are a few common themes that make influencer marketing great as well as one of the fastest-growing areas of focus for businesses.

Influencers Are Real People Who Engage in Brand or Industry Conversations.
Influencer marketing’s enormous growth was created mostly by social media — not because of the actual networks but because consumers, businesses, students, and daily users craved the personal connections of thought leaders. It’s the modern iteration of websites’ testimonial programs. We want to connect a face with a brand, an industry, or a topic — someone we can relate to and converse with in a world full of automated messages and chatbots.

Influencers Are Smart and Forward-Thinking.
One of the best Twitter #Adobechats I have ever attended (every Wednesday at 1 pm pt) was about the future of digital marketing, and it was littered with marketing influencers. Those who attended brought up insightful — and sometimes challenging — conversations on everything from virtual reality and artificial intelligence to chatbots and personalized customer experiences. It was a tremendously engaging conversation that had the potential to improve the futures of many businesses. For example, Diana Adams (@adamsconsulting) — a globally respected influencer who is focused on the future — presented us with this incredible insight about digital marketing:

Influencers Have Passion and Energy for Their Specialties.
This is the most common theme among the influencers I call friends. Travel, business, marketing, customer experience, tech — it doesn’t matter what their expertise, influencers learn everything there is to know about it, epitomizing this quote from Henry Ford:

“None of our men are ‘experts.’ We have most unfortunately found it necessary to get rid of a man as soon as he thinks himself an expert because no one ever considers himself expert if he really knows his job … thinking always, thinking always of trying to do more, brings a state of mind in which nothing is impossible.” — Henry Ford

Would I hire myself or any other influencers to evangelize my brand? Absolutely. Should you start formulating an influencer plan to capture some of the knowledge share in this growing social market? Yes. You need to make a decision now: Would you rather have #Brangelina championing your brand or dozens of influencers providing a true interactive face. As for me, I will take the influencers.


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The Blog Post below is from Devin Doxey, Solutions Consultant for the Digital Marketing Cloud at Adobe


Four Proven Ways to Make Social-Media Algorithms Work for You

By now, most social marketers know that all activity on branded social channels should be driven by strategy. Ensuring your message is heard and that you remain competitive among countless other brands means understanding the secret promotional code that the major platforms use to deliver content across user feeds. Enter social-media algorithms.

While algorithms aren’t pushing brands to create specific types of content, they are instrumental in deciding which content has the most visibility. With constant changes, playing to the algorithms can be tricky, and you’re not alone if you’re scrambling to make sense of the twists and turns in an already uncertain digital playbook.

Four Tips for Making Social-Media Algorithms Work for You
Staying one step ahead of social-media algorithms can be time-consuming, and even the most dedicated marketers can get caught up — forgetting the purpose of social in the first place — in creating great content that’s easy to share across communities. So, how do you market effectively in the world of social-media algorithms? Here are four proven ways to make them work for you in ways that are meaningful for your brand.

1. Focus on Engagement Over Promotion.
Forget about using social media as a marketing channel for now and use each platform as an opportunity to engage your audience with content they’ll actually enjoy. Remember, the goal of algorithms is to help deliver the best content to users — and, that makes sense, because a search for “x” should result in the best content available about “x.” Pivot from trying to promote products on branded channels to creating content that’s useful to your audience, and you’ll please both the algorithms and your customers. Post-level engagement is the key to brand exposure. And, despite kicking and screaming, algorithms force us to be a little more creative.

2. Build Social Credibility Through Influencers.
Influencers are already mastering algorithms; why not let those who are in the lead pave the way? While solid, established brands may not always feel the burn from changing algorithms, small companies do. Having an influencer talk up your products and services is an easy way to gain instant social credibility. Increased credibility results in increased perceived expertise, which ultimately, results in increased social ranking.

3. Measure, Measure, and Measure Some More!
Algorithms are in the business of seeking out and promoting content that receives the most engagement. The more you watch the numbers, the better you’ll be at picking content that delivers the best result. Take the time to carefully set up your metrics to easily identify what’s working and what isn’t. Shift tactics accordingly and remember that each platform has its own metrics with its own measure of success. Know how a “like” compares to a “share” and what it means to gather “impressions” or “pins.” Also, be sure to understand what the platforms prioritize and be prepared to optimize accordingly. For instance, Facebook prefers videos over images. The ultimate goal is to create a bridge from the social platforms to your website. While measuring is key, at the end of the day, you still want to drive users to your site to convert.

4. Pay to Gain More Visibility.
There’s no way around it: social is a pay-to-play environment, and posts with high engagement are prioritized by the algorithms. The good news is that means opportunities for promoted ads. Test non-promoted posts to discover those with the highest engagement and then promote the winners. Whether you decide to pay or not, the key is to be able to quantify and move forward in a way that’s meaningful for your brand.

Remember, successful social-media marketing doesn’t come from good luck but is the result of having a clear strategy and a definite plan. For the platforms, giving people content they care about is the name of the game and planning your strategy around algorithms is smart. However, be careful not to neglect your number one goal in the process — providing the best content available to your community. Do that, and — no matter what the algorithms decide to do — your content will stand the test of time!


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The Blog Post below is from Jennifer Bruce, Sr. Manager of Social Media Listening & Insights 


Social-Listening Data: Your Eyes and Ears in the Field

When people find products they love, they talk about them. Likewise, when they find products they don’t like, they also talk about those. The data we gather from these interactions is called social-listening data. The earned media that we gain from people talking about us and our products paints a true picture of our customers’ satisfaction levels. From our happy, devoted customers to our casual consumers and everyone in between — the good, the bad, and the ugly — we can learn a lot from this data. But, many companies struggle with how best to use the social-listening data they gather. They may acquire tons of quality data, but how does that help them drive better business decisions?

What Is Social-Listening Data?
Social-listening data is important — not to mention awesome — because it’s unsolicited insight that literally costs nothing to obtain. But, what is it, exactly? Social-listening data is content: earned media from our audience — our customers, the industry at large, even our competitors! This doesn’t include content that we or our representatives create; it’s content created by anyone but us. For example, if someone loves our products — or even our entire brand — and tweets about how awesome they are, we can gain insights just from viewing the level of consumer response generated by the tweet. Digital media gives everyone a voice, and we can leverage that by putting it in a context that will help us improve our products. We are not only hearing our customers’ thoughts and feelings, but also using those insights to drive important decisions regarding business operations.

How Can Social Listening Help Your Business?
So, people are talking about your product. Great! But now, we need to get down and dirty and really examine what people are actually saying about it. If you just released a new product and start seeing tons of social chatter and feedback about it, you really need to pay attention. What do customers like (or not like) about the product? Is it lacking in some way? How can you improve it?

Emotion plays a big part as well. Take into account not only who is contributing the content, but also what their emotional responses are. Passionate customers can truly drive product innovation. If experts — or, even better, your competitors — are talking in any way about your products, negatively or positively, the insights you stand to gain from them are invaluable. Let’s say, for example, you create a fantastic product that addresses customers’ needs better than any other product currently on the market. Your competitors might downplay the awesomeness of the product. Listening to both your customers’ and your competitors’ reactions to your products can help define your product marketing-strategy and -roadmap.

What Does the Data Mean?
Many people talking about a topic means a lot of people are interested. However, does lower volume automatically mean people are less interested? Perhaps people just don’t know about your product yet. Even having very little earned media — and thus, little data — can provide insights into the importance and relevance of a topic. Companies should also pay attention to whether interest is increasing or declining.

Sometimes, we may see a significant increase in volume surrounding a real-time event — a problem with a product, for instance. Social responses to product issues can have detrimental effects on the popularity of our products — or even our brand. If we were to discover that an increase in volume was due to some type of negative activity, we would certainly want to know what the volume of that topic was. Knowing those details helps companies make decisions regarding whether they should make proactive or reactive statements. The sentiment of the conversation is also very important. If there is a ton of chatter, but it is not relative to or contingent on the topic, a company may not need to make a statement.

One of the biggest considerations is, “What is the trend?” How much are they talking about the topic? Has it increased or decreased? And who’s participating in the social conversation? Are they experts? Brands? Customers? What topics are they discussing, and how deep can we go in that topical analysis? Virtual reality, for example. What about virtual reality are they discussing — new technology, specific products, how brands can leverage it? Who are the people who are talking about virtual reality? Are they gamers? Brands? Knowing who’s driving the discussion, and about what, can determine how your brand should insert itself into the relevant conversation.

The question then becomes, “What is the value in this data we have gathered?” How do we make it meaningful? Consider the trending topics in discussions people are having about your product or brand. If their feedback — whether negative or positive — is relevant and helpful, it is important.

The Bottom Line
A really important aspect of social listening is to actually listen as part of your content strategy. If you strive for thought leadership, you should have your finger on the pulse of what people need and want to learn and talk about. This can also allow you to proactively stay ahead of your competitors by answering the needs of your consumers. Are your customers even interested in that topic? Looking at volume data and trend data can be very helpful in the decisionmaking process for your thought-leadership role.

One can very easily be inundated with too much data, so you need to be very efficient in the type of data you listen to. Developing a focus for your needs — rather than looking at the entirety of your data — will help you make better business decisions.


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The Blog Post below is from Monica Lay, Senior Product Marketing Manager for social advertising solutions at Adobe


Four Reasons Smart Marketers Use Product-Feed Advertising on Social

Feed-based advertising on social media is attracting much attention nowadays and for good reason — it works. How do we know? For nearly 15 years, marketers have been relying on product display ads to boost advertising campaigns. With documented success in both search and display, isn’t it time to carry these results over to other marketing channels as well?

Social media has exploded in the past few years, but improved advertising is what’s really driving excitement for marketers. With sophisticated targeting capabilities, advanced analytics, and now, product ads — dynamic product ads on Facebook®, in particular — opportunities are available that weren’t possible just a few short years ago. Dynamic creative across social channels is a fairly new concept. But, if you’ve had success in the past with product-listing ads (PLA) in search or dynamic creative in display, now is the time to experiment.

Benefits of Product-Feed Advertising
Product-feed advertising on social may be your solution for delivering highly targeted, personalized ads to your audience in real time and at scale. Following are four advantages to consider with regard to product-feed advertising.

1. Boosts Ad-Performance Efficiencies
Reaching the right people with the right message isn’t always easy — and no one enjoys seeing ads they care nothing about. In truth, brands have work to do when it comes to improving ad relevancy and targeting. By automating much of the process, feed-based advertising creates efficiencies across the board, boosting ad performance in ways that truly move the needle.

How much efficiency can dynamic product ads drive? Here are the results from one US retailer that is usingAdobe Media Optimizer to run Facebook’s dynamic product ads. The performance of dynamic product ads were compared to standard website custom-audience ads. You can see below how Facebook’s dynamic product ads significantly outperformed standard website custom-audience campaigns that were serving static ads. Improvements were observed across all key metrics:

  • Lift in click-through rate (CTR): 75 percent;
  • Reduction in cost per click (CPC): 78 percent;
  • Reduction in cost per order (CPO): 60 percent; and
  • Improvement in return on ad spend (ROAS): 23 percent.

2. Delivers Consistent Customer Experiences
If you’re serving product ads to your audience based on previous website behaviors, then it’s absolutely critical that the products you deliver in search and display as well as on Facebook are consistent. Consistency is important not only as consumers return to your website, but also in the ads they view on search or somewhere else altogether. As audiences move from device to device, feed-based advertising allows you to reach them with relevant products at the right time. In addition, since people are almost always logged in as themselves on social channels, you have access to a tremendous amount of personalized, authenticated data.

3. Streamlines the Creative Development Process
The purpose of programmatic feed advertising is to make things easier for marketers. As most of us know, it’s one thing to buy media and quite another to create it. Particularly with digital advertising, creative development can have a long lead time, and it’s easy to develop creative fatigue. Programmatic advertising addresses this issue by accelerating the development process. Because you’re assembling ads from the product feed itself — rather than relying on a creative agency or in-house team to put them together — you save time and money. Creative development can be costly, and feed-based advertising alleviates much of this expense.

4. Provides Ability to Scale
Think about the travel industry with hundreds — even thousands — of destinations to promote at one time, or a large retailer with hundreds of thousands of products to promote. Automation makes it easy to retarget users with relevant ads, reaching them with products they care about when it matters most. Feed-based advertising streamlines the process so that you can combine the right ad or destination with the data you have, effectively creating, managing, and optimizing social ad campaigns on Facebook and Instagram at scale.

Bottom Line
Keeping your brand in front of potential buyers is key, and product-feed advertising on social is a smart, practical strategy that can be personalized and retargeted for maximum impact. If you’ve already enjoyed success in search or display, now is the time to experiment in social. Feed-based advertising can deliver consistent customer experiences across channels, accelerate the creative development process, and boost performance efficiencies across the board. With increased relevance, enhanced targeting, and customized experiences at scale, product-feed advertising on social just makes sense.

Facebook® is a registered trademark of Facebook, Inc.


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