Make Every Marketing Dollar Count With Attribution And Lift Measurement

Understanding how each media touchpoint contributes to your goals can mean the difference between marketing that drives business growth and marketing that fails to deliver. To make every dollar count, you need tools that help you learn how people are responding to your ads, so you can take action to improve your results.

Today, we’re announcing improvements to Attribution in Google Ads including coverage for YouTube ads and a significant expansion in the availability of data-driven attribution. We’re also sharing updates to our lift measurement solutions including a new way to measure incremental conversions and an accelerated time frame so you get results even faster.

Measure more of your Google media

Attribution in Google Ads helps you understand the paths people take to complete conversions. It awards credit for conversions to different ads, clicks, and factors along the way, so you can focus your investments on the media having the biggest impact on results.

Earlier this year, we launched a new look for attribution reports to help you get important insights faster. And with more people turning to YouTube as we spend more time at home, we added YouTube to attribution reports, to help you better understand the role video plays in your customer’s path to purchase.

fuboTV, a live TV streaming platform that includes sports, news, network television and movies, used attribution reports to understand how customers interact with their YouTube and Search ads before converting. They saw that for every conversion YouTube drove directly, it assisted 2 more conversions on Search. “These insights helped us see the full value of video. This enabled us to start thinking about YouTube and Search media in one view and take into account blended cost-per-acquisition goals that more accurately reflect the total impact of our ads at driving conversions,” said Antonio Armenino, Search and Display Lead at fuboTV.

YouTube ads in attribution reports is now in beta. Eligible advertisers will be able to opt-in within the Measurement > Attribution section of Google Ads to see YouTube ads in the Top Paths, Assisted Conversions and Path Metrics reports, alongside Search and Shopping ads. And to give advertisers a more holistic view of Google media, we’re also adding Display ads to attribution reports in the coming months.

Data-driven attribution is now available to more advertisers

Data-driven attribution (DDA) is a type of attribution model that uses Google’s machine learning to determine how much credit to assign to each ad interaction along the consumer journey. Trained on and validated against incrementality experiments, data-driven attribution gives credit based on the incremental impact of your ads. It continuously analyzes unique conversion patterns, comparing the paths of customers who completed a desired action against those who did not, to determine the most effective touchpoints for each business. DDA is our recommended attribution model because the constantly updating, machine learning-based approach ensures you are always getting accurate results that account for the latest changes in consumer behavior.

DDA requires a certain volume of data in order for us to build a precise model, but to make DDA available to more advertisers, we’re lowering the data requirements for eligibility. With this change, each conversion action in your Google Ads account that has at least 3,000 ad interactions and at least 300 conversions within 30 days will be eligible for DDA. This is possible due to ongoing improvements to the machine learning algorithms we use to train data-driven attribution models, so we can do more with less data without sacrificing precision.

Use full-funnel lift measurement to validate and implement findings

Attribution is best for day-to-day, always-on measurement and is effective for setting ad budgets and informing bid strategies on a campaign or channel level. Businesses that are prepared to move beyond DDA can use randomized controlled experiments—also known as incrementality or lift—to set channel-level budgets or to optimize future campaigns.

For years, marketers have used Brand Lift and Search Lift to measure the impact of YouTube ads on perceptions and behaviors throughout the consumer journey, from brand awareness to purchase intent, and lift in organic searches on Google and YouTube. Today, we’re announcing that Conversion Lift is now available in beta. Conversion Lift measures the impact of your YouTube ads on driving user actions, such as website visits, sign ups, purchases and other types of conversions.

Each of Google’s lift measurement tools use best-in-class methodology to ensure accuracy and precision, and that no additional costs are incurred to run these experiments. In addition to delivering accurate, full-funnel measurement, we’re making changes to our lift measurement tools so you get results even faster.

For Brand Lift, we recently launched accelerated flights so you can get the brand perception metrics you care about sooner, with the ability to re-measure over time. We’re also reporting Search Lift and Conversion Lift results as soon as they become available, with flexible study durations and integrated daily reporting, so you can see changes more frequently and over time. Last, you can now run Brand Lift, Search Lift and Conversion Lift measurement on the same campaign, so you can get fast, actionable results across the entire consumer journey.

Fiverr, one of the world’s largest marketplaces for freelance services, wanted to drive both consideration and website engagement. They ran YouTube ads to reach audiences throughout the funnel, and used Brand Lift, Search Lift and Conversion Lift to measure full-funnel impact. They saw that their first test delivered strong relative lift, with a 10 percent lift in consideration, 62 percent lift in searches on Google and YouTube, and 30 percent lift in new users. “We received excellent insights from this campaign. Now that we’ve seen success in reaching first-time users throughout the funnel, our next step is to develop messaging for user retention,” said Tal Moravkin, Creative Manager at Fiverr.

We look forward to seeing these insights help you understand how people interact with your marketing throughout the consumer journey. Looking ahead, we’re working to bring more channels and formats into attribution and lift measurement, so you can get better insights to make every marketing dollar count.

Source: Official Google Webmasters Blog

Get Your Business Ready For What Comes Next

Advertising Week is an event I look forward to every year—it brings global thought leaders together to find new ways we can use technology to solve business challenges. Over the past few months, I’ve had a chance to meet virtually with many of you to learn how COVID-19 is impacting your business and how partners like Google can help. I’ve been inspired by how you’re supporting your local communities and re-imagining ways to run your business. 

You’ve also shared great ideas for how we can build better solutions that help you grow your business online. Today at Advertising Week, I’m excited to share innovations that will give you new insights about changing consumer behavior and help you meet customer demand in real time through automation.

Get insights tailored for your business

Consumer behavior is constantly changing, and the pandemic has only accelerated the pace of that change. For example, Kettlebell Kings saw a surge in interest for home fitness products when communities began sheltering in place. By meeting this demand from customers, the team processed more sales in one day than they typically would have over the course of months! For Zazzle, an online marketplace for customized products, exploring search trends allowed them to identify rising categories like puzzles and outdoor games as people looked for activities to do at home. By investing in these categories, Zazzle was able to deliver on customer needs and improve campaign performance. 

These businesses are proving how important it is to stay ahead of shifts in consumer behavior in order to drive continued growth. That’s why we’re introducing the new Insights page in Google Ads to give you custom insights specific to your business. We’re rolling out the beta in the coming months and will add new information over time—including audience and forecasting insights. 

The Insights page will feature a trends section that shows current and emerging search demand for the products or services most relevant to your business. For example, an outdoor retailer can quickly take notice of rising demand for tents as consumers gear up for more outdoor adventures. And a vacation rental company might see a growing trend for cabins. Explore these trends to uncover opportunities for categories you already promote in your campaigns—as well as for new, related areas you could tap into.

You can deep dive into a trend to understand which queries consumers are searching for or the geographic locations where demand is growing the most. These trends are aggregated and anonymized across many queries and can’t be tied to any individual user. Also use the integration with recommendations to easily activate keyword, budget and bidding optimizations in a few steps. You can apply these learnings to unlock new business opportunities, like new product areas to pivot into or future promotions to highlight. 

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Keep up with consumer demand and take action in real time

Insights help you keep a finger on the pulse of changing consumer demand, and automation makes it possible to act on it in real time. To bring the full value of automation to more businesses, we’re introducing Performance Max campaigns, a new way to buy Google ads across all our inventory.

Google Ads currently offers fully-automated campaigns for app marketersretailers, and businesses with physical locations to drive results across Google’s surfaces. Performance Max campaigns will build on learnings from those campaigns to deliver a comprehensive solution that works for all advertisers across a wider range of marketing objectives. They’ll deliver four main benefits:

1. Customer reach: Performance Max campaigns will complement your keyword-based Search campaigns, and be the most complete solution to help you drive conversions and revenue by unifying Google’s ad inventory.

2. Performance towards your business goals: Over time, you’ll be able to choose from multiple marketing objectives like online sales, new customer acquisition, and offline sales. For the first time, you’ll also be able to drive new leads across Google from one campaign. Machine learning will automatically optimize for your most valuable customers across channels. 

A new goals-first setup makes it easier to fully define your conversion goals. For example, if your objective is to generate leads, you can make sure you’re capturing both form submissions and phone calls as goals.

3. New reporting and insights: Get a deeper understanding of how machine learning is working for your business, such as which audiences and creative asset combinations are performing the best. Performance Max campaigns will also be included in the new Insights page to help you understand what’s driving changes in your performance.

4. New campaign inputs: While automation helps you drive better results, your expertise and knowledge of your business can improve how machine learning performs. Speed up the campaign learning process by specifying which audiences are most likely to convert. Combine these inputs with value rules to indicate which conversions are worth the most to your business based on characteristics like audience, location and device.

We’re still in the early stages of testing Performance Max campaigns and will invite more advertisers to join the beta next year. You should continue to use existing campaign types to meet your business goals during this important holiday season.

Reach more viewers and inspire action

As people spend more time at home, video streaming is a key area where a “new normal” is emerging.  On YouTube in particular, over 2 billion people globally are gravitating towards timely content to stay entertained, keep up with current events, and learn new skills. In the coming weeks, Video action campaigns will expand to all advertisers to help you drive more conversions from video and inspire action across YouTube and Google video partners.

People are also watching YouTube in more ways than before—for example in the U.S., over 100 million people watch YouTube and YouTube TV on their TV screen each month. Given this boom in TV viewership, we’ll continue exploring ways your ads can appear with Video action campaigns and test direct-response video ads on new surfaces like connected TVs over the next year.

Even as the world around us continues to change, our commitment to you remains the same: we’re here to help businesses of all sizes grow online and get ready for what comes next. To learn more about our latest product innovations, watch the full Advertising Week keynote.

Source: Official Google Webmasters Blog

10 Best Facebook Marketing Ideas

Facebook Marketing Ideas

Great Facebook marketing is not a one size fits all approach, but one piece of strategy advice I give all my clients is that social media marketing must be an integral component of your web marketing campaign.

Social media is the better, faster way to reach customers because social media sites have become the newspapers, backyard fences, and water coolers of our daily life.

At the top of our social media communication list is Facebook marketing.

Here are few shocking Facebook marketing statistics to illustrate the importance of including Facebook in your marketing mix:

  • Facebook Monthly Active Users: Facebook monthly active users totaled 2.80 billion as of December 31, 2020. This represents an increase of 12% year-over-year.
  • Leading Social Media Engagement Platform: eMarketer reports that Facebook is the leading social platform and business marketplace. It reaches 59% of social media users, and is projected to continue its domination at least through 2024. Interestingly enough, the pandemic renewed curiosity about Facebook’s outreach capabilities.
  • Great for Small Business Marketing: There must be some pretty strong reasons over 200 million small businesses from around the world include Facebook tools as part of their marketing strategy.

What this means is that your business needs top-notch Facebook marketing to achieve its goals in this highly-competitive, attention-grabbing medium. You can use Facebook marketing to share business information, increase your online presence, build your audience, and connect with prospects and customers.

I created an easy-to-understand Facebook marketing infographic which you can download here.

Best Facebook Marketing Ideas

What is Facebook Marketing?

Facebook marketing offers a variety of highly targeted paid advertisements and organic posts which help your business put its products and services in front of a targeted audience.

A slew of ad formats is available, including video, image, carousel, collection, slideshow and lead generation.

Start by establishing a goal, then define your target audience, upload your images and content, set a duration, and set your budget.

If needed, Facebook will create a personalized ad plan focused on your goal.

Below are some useful ideas for your next Facebook marketing campaign:

  1. Target an Insanely Specific Audience: You might think you know your audience but is “people over 35 who live within 25 miles of my business” really helpful? Hone in and drill down to those people who have the best opportunity of becoming customers. Would you be shocked to find out that about 85% of Facebook advertisements are targeted by country instead of a specific location? And only about 45% of these advertisements use Interest Targeting! Facebook has targeting options for location, behavior, demographics, connections and interests that deliver your ads to people who will love your business.
  2. Run a Simple Contest to Boost Engagement: A contest is a great way to attract attention and introduce your business to potential new customers. In one example a start-up with no marketing budget generated some 30,000 new likes over six weeks using a simple Facebook contest. Align the prize with your brand, follow all of Facebook’s rules for promotions, and make sure it is a true, legal contest.
  3. Create Short, Enticing Video Posts: Videos get all the attention these days. In 2018, 54% of consumers said they wanted more video content from brands or businesses they support. And that was before COVID kept everybody inside using social media for a year! Video ads have high click-through rates, and Facebook helps you reach your audience with videos created using photos and footage you already have, or with a selection of free stock images.
  4. Use Eye Contact in Your Images to Direct Attention: Eye contact draws viewers into your photo and creates a bond. It demonstrates that your brand is open and willing to look viewers “in the eye.” Cornell University research showed that eye contact, even with an inanimate object such as the Trix cereal rabbit, produces a powerful, subconscious sense of connection.
  5. Post Adorable Images of Puppies: Puppies just make people feel good – who can resist those adorable puppy eyes? Android’s “Friends Furever” commercial showing unlikely animal pairings has been watched and shared more than 22 million times. Heck, even the gecko commercials have been watched over 25 million times, more than any other car insurance company!
  6. Target the Leads You Already Have on Facebook: Use lead ads to encourage people to contact your business for more information. Make it easy and user-friendly, especially for your mobile-savvy prospects. Lead ads allow viewers to request specific information, and they help you capture customer details for later targeting. Facebook lead ads can be used to collect newsletter sign-ups, follow-up calls, price estimates, and other business information.
  7. Clone Your Main Revenue-Generating Audience: If you really know your customer base, and simply want to expand it, find more people exactly like them by creating a lookalike audience. Here Facebook works to match the people in your existing audience to profiles of potential prospects from its database of over 1.1 billion people.
  8. Humanize Your Brand with Fun Employee Photos: If you want to make an instant connection, employee photos can add a nice “face” to your business. Don’t just use headshots of smiling people standing in front of your building or logo, though. Use fun photos of your team in action, helping customers, or just running a good business others want to know, but make sure you have signed permission to do so.
  9. Only Pay to Promote Your Best Content: You can use your Facebook stream to share different information about your business to an existing audience at no cost, but you should only pay to promote your best content to a bigger audience. Use the metrics at your disposal to identify your top-performing content, and then take advantage of Facebook’s highly specific audience-targeting to boost your top posts with a paid promotion.
  10. Use Emojis in Your Facebook Marketing: Have a little fun, and add some of today’s quirky emojis to your Facebook marketing. Most millennials believe emojis communicate thoughts and feelings better than words do. You will even see better engagement and a higher click-through rate on the same ads with and without them.

Energize your Facebook marketing results with Search Engine Pros, a full-service, multi-touch online marketing services agency. Call 800-605-4988 or schedule a consultation and learn how the experts at SEP can incorporate these ideas into your marketing strategy!

How I Learned to Sleep Better

Better Sleep With Better Sleep Tips

When I first started having sleep problems, I did some research and found a few surprising statistics:

  • Amount of Sleep Needed: The Centers for Disease Control and Prevention recommend the following amounts of sleep per night:
    • 0–3 months: 14–17 hours
    • 4–12 months: 12–16 hours per 24 hours (including naps)
    • 1–2 years: 11–14 hours per 24 hours (including naps)
    • 3–5 years: 10–13 hours per 24 hours (including naps)
    • 6–12 years: 9–12 hours per 24 hours
    • 13–18 years: 8–10 hours per 24 hours
    • 18–60 years: 7 or more hours per night
    • 61–64 years: 7–9 hours
    • 65 years and older: 7–8 hours
  • Sleep Problems: The American Sleep Association (ASA) reports that 50-70 million adults in the United States have some type of sleep disorder.
  • Lack of Sleep Interrupts Our Lifestyles: 37.9% of the ASA survey respondents said they unintentionally fell asleep during the day at least once in the preceding month.
  • Lack of Sleep is Unsafe: 4.7% reported nodding off or falling asleep while driving at least once in the preceding month. Drowsy driving was found to be responsible for 1,550 fatalities and 40,000 nonfatal injuries annually in the United States.
  • Lack of Sleep Can Be Deadly: 100,000 deaths occur each year in American hospitals due to medical errors; sleep deprivation has been shown to make a significant contribution to these figures.

The sleep-challenged may not be alone, but that doesn’t make us feel any better. As children, we could fall asleep so easily – sometimes right at the dinner table! And, now, it is just such a nightly drama. Whether it’s due to stress, medical conditions, or poor sleep habits, more and more adults are sick and tired of being tired!

Follow Your Dreams : )

What are the benefits of a good night’s sleep?

Getting a good night’s sleep is one of the most important things you can do for your health. It gives your body time to repair itself. Good sleep helps the body rebuild muscles, keeps your senses sharp, and maintains healthy skin. Sleep also allows your body to rest and recover for the next day. Its many benefits include: 

  • Improved memory and learning: When you are asleep, the brain does its mental housekeeping. When you get enough sleep, you can more easily recall vital facts and experiences.
  • Improved problem-solving: A problem might be gnawing at us, but the ability to just “sleep on it” can make all the difference. When we get enough sleep, we are able to look at things from a new angle and solve complex problems.
  • Improved focus and attention: The part of the brain that deals with problem-solving, decision-making, and reasoning is the same part that allows for the ability to pay attention and focus. That’s why attention wanes in the afternoon after working all morning – your brain is getting tired!
  • Improved mood: Have you ever experienced crankiness when jolted awake by your alarm clock after a lousy night’s sleep? Sleep-deprivation leads to more stress, anger, sadness, and mental exhaustion.

You will find that a good night’s sleep can make all the difference in your daily life. You will be able to handle the stresses of work with ease, be more alert, and will feel better physically as well.


How I Improved the Quality of My Sleep

I researched a number of ways to improve my sleep, and here are some of the strategies I found:

  • Melatonin: Many people worry that it will make them feel sleepy the next day. However, a Consumer Reports survey found that only 5-10% of people said they feel sleepy the day after taking melatonin. When I first tried Melatonin, I saw only moderate improvements in my sleep quality. But it wasn’t until I started taking Melatonin with 5HTP and Rhodiola, that I began to see a big difference. This unique mixture of ingredients in one pill, significantly improved my sleep quality. The company is called Irwin Naturals, and they have an weirdly effective mixture of Melatonin, 5HTP and Rhodiola that seems to paralyze me when sleeping. This is a good thing, because it lets my body goto work and do some deep healing. There is something about this formula that really made a huge difference in my quality of sleep. It knocks me out cold. Read the reviews on amazon, and you will see what I mean.
  • Establish Healthy Sleep Patterns: The American Sleep Apnea Association recommends setting a specific pattern for going to bed. Some of our current nighttime habits actually work against sleep.
  • Cognitive Behavioral Therapy: CBT is a multi-component approach that aims to combat the maddening symptoms of insomnia. This therapy works to restructure or break down the cycle of frustrating thoughts by identifying and altering unconscious beliefs that contribute to insomnia. The Sleep Foundation reports that 70-80% of patients with primary insomnia improve after applying the CBT technique.
  • Mattress and Bedding: The 2012 Bedroom Poll reported that 93% of people said a comfortable mattress is important to being able to get quality sleep; 78% said they are more excited to go to bed if they have fresh-smelling sheets. I bought an Original Lull Mattress, sheets, and duvet. The Lull Mattress, which is made of non-toxic materials, stays cool, bounces back, and provides solid back support.
  • Wearable Devices and Sleep Apps: According to Gartner, the market for wearable devices, which includes activity and sleep trackers, is expected to reach over $62B this year. A National Library of Medicine paper which examined the use of mobile phones for sleep tracking found that 28.2% of U.S. adults used a smartphone app to help keep track of their sleep. My personal preference is Sleep Cycle. This app analyzes and tracks your sleep, and wakes you up at the perfect time feeling rested.

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Case Studies About How to Improve Sleep Quality

Some interesting case studies about various methods to improve sleep include:

  • Exercise to Improve Sleep Quality: The findings suggest that exercise can improve sleep quality without notable adverse effects.
  • Wearable Solution from Philips: The SmartSleep tracker from Philips is a closed-loop, EEG-based system with two small sensors that detect periods of slow wave sleep and intervene with clinically proven customized audio tones to boost it in real time. 70% of users report feeling less tired during the day.
  • Sleep Positions: OnHealth found that sleeping on your side may be good for those who snore. It is also possible that sleeping on your side could help your brain clear out waste more quickly. Patients with GERD usually find it is best to sleep on their left side.

Mayo Clinic also has five suggestions to get better sleep. You have nothing to lose — only a bad night’s sleep, bags under your eyes, and one yawn after another during an important meeting. I don’t miss them, and neither will you!

Share your comments below. I’d love to hear what’s worked for you? Here’s to a deep and restful sleep tonight!

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