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Search Engine Optimization

Local Search Optimization

Paid Search Advertising

Social Media Marketing

Website Analytics

Display Placement Exclusions For All Campaigns

According to Google, the Display Network reaches over 90% of global internet users expanding across 2 million web sites. However, it’s also said that near 50% of all ad impressions on the GDN are never seen. A marketer can reduce the amount of wasteful spend by monitoring the site placements of the display ads. Excluding placements within the Google Display Network is an on-going necessity for any AdWords marketer. Essentially, placement exclusion is telling Google where you do NOT want ads to show.

Typically, Google AdWords placement exclusion can be done at the campaign level. As you monitor performance from campaigns, you’ll see placements that look, at best “suspicious”.

Display Placement Menu

Display Placement Menu

The exclusions can be easily missed if you are not careful. Underneath, placement performance is “Campaign placement exclusions” and “Site category options”. Marketers can manually add sites to exclude per campaign.

Campaign Placement Exclusions

Campaign Placement Exclusions

That’s the standard way to add placement exclusions. However, once you begin adding exclusions to campaigns, you’ll notice the same sites seem to appear again in other campaigns. This is where the Shared Library becomes very effective.

Shared Library Campaign placement exclusions

Within Shared Library, open Campaign placement exclusions

From there, it’s a few simple steps in creating an account-wide placement exclusion list.

  1. Click +List – To create a new list
  2. List Name – Give the list a name
  3. Placements – Enter multiple domains that you would like to exclude from display placement
  4. Click Save – You now have a list of placement to exclude. However, that list is currently not applied to any campaigns.
  5. Select list and Apply to Campaigns
Apply Exclusions to Campaigns

Apply Exclusions to Campaigns

“Apply to campaigns” will allow you to select the display campaigns that you would like to apply to the list. Keep in mind, when new campaigns are created you’ll probably want to apply this same list again. Making changes within Shared Library is still much easier to manage than at the campaign-level.

Need a good starting list of placements to exclude?

Recently, the teams at Seer, Hanapin Marketing, Distilled, and Wistia built a list of over 400 placements to exclude on the Google Display Network. These 3 companies combined their historical data of poorly performing sites. You can download the list and learn more about their formula for exclusion.

Keep in mind, this is just a starting point for you. As more impressions are delivered and more data arrives, you will find your own list. The list of placement exclusions is never done. It’s a constant work in progress, but using Shared Library should make the process a lot easier.

AdWords Video Remarketing

Video’s role in marketing is dramatically increasing every day. Recently, Twitter added promoted videos as an option. Last year, Facebook enhanced video metrics.

Video remarketing is another great option within Google Remarketing by opening up your audience to a much larger list. Expanding the audience provides great value when you have a list of people that have expressed interest in your services by watching a video. In fact, it’s not just video viewing. YouTube remarketing provides multiple actions that can be targets.

Available Remarking Actions

  1. Video view or interaction (likes, comments, shares)
  2. YouTube channel visit and subscription
  3. In-stream ad views

Linking AdWords and YouTube
The first step before starting any video remarketing is to make sure YouTube is connected to AdWords.

  • Choose Video Manager -> Channel Settings -> Advanced
  • Open your Google AdWords account in a new tab, sign in, and copy your Customer ID
  • Assign a name to the AdWords account. It’s often best to use the same name you are currently using for you for your existing AdWords account. This will prevent confusion when alerts our sent to all users that a name has been changed.
  • Set permissions for the account. I tend to allow all permissions. It provides more options down the road when looking for more targeting areas.

Creating a Video Remarketing Campaign
Once all the connectivity is working then the real fun begins. Now, you can setup AdWords campaigns that utilize your YouTube audience. This process becomes as easy as another remarketing campaign that you have setup in the past. Video viewers just becomes another audience option.

Video Remarketing Is More Than Video Ads
If you Google video remarketing all articles are quick to point out creating video ads for remarketing. It’s important to distinguish that video remarketing does not have to mean video ads. That’s certainly an aspect that can be used, but not a limitation. After the video marketing audience is built and grown to a significant number, the options are much wider than video ads. You can still create banner ads like you would any other remarketing campaign.

Dive into video remarketing. There is a wealth of data that can expand any audience.

How To Tackle PPC Account Reorganization

Photo courtesy of Ever Fair Enterprises

Have you just taken over a large AdWords or Bing Ads account that was previously in use? Can you already see from the get go that it’s going to need major organizational restructuring? I recently ran into another scenario such as this with an account and although I knew my stance on what my plan was going to be with the way I approached it for this particular client, I spent some time researching and discussing other approaches with peers because strategies do vary. There is no right or wrong way of going about it as every account and every client is unique. Some account managers may prefer a fresh start while others believe they can work with what they already have.

Before diving in, you essentially have two options; build upon the existing foundation and fix it in phases or start from scratch. Not sure which to road to go down? Here are some things to think about and prepare for before you make a decision.

Keep It:

Go through the account and assess if the campaigns and ad groups have a solid foundation. While going through it, ask yourself this, will it take more time to fix the account by working with what is already there or would it take more time to demolish it and start fresh?

If the foundation is solid enough, that’s great! You’ll have an abundance of useful data from previous campaigns to go off of along with an already existing account history and quality score. The only way from here is up. So what now? Where does one begin? First, talk to you client about the possible risks associated with an undertaking of this caliber. Educate your client that these changes may cause significant, however, temporary fluctuations such as possible drops in traffic, conversions, and even revenue. If they are aware and ok with these possibilities, roll your sleeves up and prepare to dive in. As overwhelming as projects like this can be, set those feelings aside, take a deep breath, and take it one step at a time.

Take it one campaign and ad group at a time. Run some reports to see how each has performed over the last 30-90 days, depending on the last time someone was in the account. Before beginning to make any changes, check if proper tracking is installed. Set a benchmark and track any and all changes as you make them so you can later share insights with your client and not have to make any guesses. Next, see if anything has an excessive CPA much above the client’s goals. I like to comb through and immediately pause anything that has an extremely high CPA or hasn’t converted in the date range selected. As I get more granular, I also pause non-converting keywords, non-converting ads, no longer applicable ad copy, and broken landing pages.

Once those are taken care of and are no longer wasting your budget, then work on bid optimization and ad copy optimization. Remember; just break this big project into smaller projects. Rebuilding is a process that is best done in phases.

Scratch It:

If after evaluating the foundation of the existing account, you’ve concluded that it’s too broken and would take much longer to rebuild than start anew, a better solution may be to start from scratch.

Sure, taking over an account with plenty of historical data is useful and exciting and you have a foundation to build upon and remodel, but if it’s just too great of a mess and a total loss, starting fresh may be the better alternative. As with anything, manage your client’s expectations with a project this big. Inform your client that starting over can in fact net higher CPC’s than before since the history will not transfer over to a new account. Speaking of which, is your client willing to forgo their existing account history? Are they ok with higher costs until you’re able to accumulate new historical data and produce positive results? Once you get approval and get started, may you enjoy a clean slate of building out a brand new organized account. It will take some time, however, it can be a really great decision for long term success.

Whether you choose to keep it or scratch it when it comes to a massive advertising account reorganization, be sure to inform your client of all possible outcomes so there won’t be any unwelcome surprise conversations down the road. As you prepare to get started, have a plan in place to prevent any further organizational issues going forward. And lastly, don’t forget to install proper tracking so that you have proof of any changes you’ve made and keep your client informed. Good luck and happy rebuilding!

Remarketing Lists for Search Ads – Best Practices

If you have attended any of my presentations of have read any of my blog posts over the past 3 years, you’ll know that I am big fan of Remarketing. One recent new addition to Google is Remarketing Lists for Search Ads (RLSA). This allows you to create unique search ads for previous site visitors.

Of course, I say “new”, RLSA was first introduced in 2013, allowing you to create unique messaging to previous site visitors. Being able to dive deeper into the search traffic, will allow you to create unique messaging and bidding strategies to previous site visitors. This opens the doors to multiple strategies:

You can bid on keywords that you don’t normally bid on just for people who have recently visited your site, or have converted on your site in the past. This can help you increase your sales. For example, you could bid on more generic keywords only for people who have previously purchased from your site.

You can optimize bids for your existing keywords for visitors on your remarketing lists. For example, you can increase your bid by 25% for those who previously viewed your website in the last 30 days. Or, you could show a different ad to site visitors who have placed items in a shopping cart but have not purchased them. – Source: https://support.google.com/adwords/answer/2701222?hl=en

If you are using Remarketing, then you are practically already there. If not, then you should be. Stop here and implement Google Remarketing on your site. Below are several great posts on getting started with Remarketing

More on RLSA

Diving deeper into those AdWords Remarketing audiences, you will see a column called “List Size (Google search)”. It’s been there for a while and now may be the time to stop ignoring that column.

To use Remarketing with a search campaign, the audience needs to be associated with the campaign or AdGroup. Although, like most things with PPC, separation is key. I recommend creating a separate RLSA campaign. Measurement and comparative data is much easier measurable with separation and segmentation.

Best Practices for RLSA

Knowing how to implement RLSA is only the starting point, the real value is in the practical uses. Here are some best practices to keep in mind:

  1. Use Unique Ads – Remember, these searchers have already been to your site. For whatever, reason they probably did not convert. Now, they are searching again. Give them something different. Show them a new message, new deal, new value, etc.
  2. Product Interest / Higher Bidding – If it’s clear that the audience has visited a product or service page, then you are more than half way there. Knowing there is interest helps tremendously. From there, it makes sense to increase bidding for product-specific ads.
  3. No Frequency Capping – One of my favorite features of Remarketing display ads is Frequency Capping. That allows you to reduce and maybe eliminate the “creepy” factor. If done well, users don’t feel like ads are following them around. Although, may not needed in search ad much, it’s still not available. To prevent searcher fatigue, use multiple messages.
  4. Go Broad – Normally within search campaigns, having too many broad keywords would result in higher spend and often lower conversions. It’s not the best spend of the dollar. However, going broad with RLSA is recommended. The audience is already narrowed down because of Remarketing. Opening up that search audience larger should result in even higher conversion rate.

Twitter Advertising Opportunities For Success

Looking to connect with your audience in a fresh, meaningful, and profitable way? As a marketer, of course you are! Whether you’re a novice (worry not, you’ll get up to speed in no time) when it comes to advertising on Twitter or it has been quite some time since you’ve last had your hands in the dashboard, there are a number of opportunities worth exploring that you may find quite helpful in reaching more people and accomplishing your goals. Keep reading for a breakdown of some ways you can utilize Twitter Ads to succeed.

Campaign Type Variations

Twitter Ads launched back in April of 2010 and campaign types back then, as you can imagine, were quite limited. Previously, there were only three options to get in front of users; promoted tweets, promoted accounts, and promoted trends. Today, we have a wider variety of options to choose from depending on your goals. Here are the most current campaigns types you can set up:

  • Followers – If you’re looking to grow your community on Twitter, this is a great option to tell users why they should follow you. Run ads that share something relevant, useful, or interesting to entice Twitter users to follow your account. With this type of “promoted account” your ads will be displayed in user timelines as well as in suggestions for “who to follow”. With this type of campaign, I typically encourage clients to use the smallest portion of their budget, as others have a stronger call to action, obtain user data, or drive users directly to your website and would have a higher ROI. The others below would benefit from having a larger portion of your budget to work with. While this type is helpful in growing your fan base,  it doesn’t usually drive immediate users directly to your site.
  • Website Clicks or Conversions – If your goal is to drive traffic to your website and increase conversions such as purchases or sign ups, this campaign type is most excellent. Here, users will see your ads in their timelines and in Twitter search results. In addition to doing this, set up retargeting campaigns so that you can continue marketing to those who may not complete an action on your site that you were hoping they would from your ad.
  • Tweet Engagements – Perhaps you’re looking to reach more people and drive engagement rates through retweets, replies, and favorites. This option is fantastic for increasing conversations happening around your tweets. With this, your audience will see tweets in their timelines and in Twitter search results as images or Twitter Cards.
  • App Installs or Engagements – Many users view Twitter on their mobile devices. If you want to drive conversations and downloads, use this option to get people to open or better yet, install your mobile app. As you would expect, this ad type is seen only in mobile timelines. As an extra bit of advice from personal positive ROI experience, test a strong call to action such as “DOWNLOAD” or “INSTALL NOW” in the copy of your promoted tweet.
  • Leads on Twitter – Lastly, if your mission is to collect emails from users who express interest in your business, this is an effective way to acquire leads. To launch this type of campaign, a lead generation card must be first set up, which doesn’t take long and the UI to do so makes the process quick and painless.

Bonus Targeting Criteria

In addition to targeting by location and gender, you may also target users by keywords, usernames, if they are on a brand new device or carrier, TV markets (country, shows, networks, genres), or even by interests, and behaviors. Talk about an exciting collection of targeting options!

Newer to this collection are interests and behaviors. Interest options vary from beauty, education, careers, family, events, life stages, pets, technology, and more. With behaviors, you can target around automotive, finance, lifestyle, retail brands, seasonal, and other behaviors which break down further, as seen here:

I find it particularly interesting that you can target by new devices or carriers. By doing this, you can reach users who use Twitter for the very first time on their new mobile device or carrier. Within this option, you can also include and exclude people who qualify for this within a certain time span, such as in the last month. If you are marketing a mobile app, this would be a perfect opportunity to get in front of a user who just purchased a new device and would more likely be interested in downloading some new apps.

Retargeting Multiple Ways

Lastly, if your users don’t initially convert, it’s not a lost cause. With Twitter Ads, there’s not one, but two ways to do retargeting; directly from Twitter through tailored audiences or through a third party provider such as AdRoll. For instance, say you are a mobile app company, people have been clicking and opening your app through other campaigns, but haven’t yet installed your app. To set up retargeting directly through Twitter Ads to acquire more app downloads, add tailored audiences through the “Tools > Audience Manager” drop down in the navigation, and then in your new campaign set up,  click on “Add Tailored Audiences” to select your web or mobile app list, but be sure to exclude people who already downloaded your app so they don’t continue seeing your ads. If your list size is small, you can also expand to reach similar users under audiences in your campaign to add more volume.

If you are working with a third party provider, you will have to place retargeting tags on your website to begin collecting users. Your third-party account manager will usually take care of synching audiences to Twitter from their end. All you then have to do is go into your Twitter Ads UI and create a new campaign and add the audience “from the web” that will show up under tailored audiences. If you plan to set up both types of retargeting campaigns via Twitter, set up separate campaigns to better track performance and budget, as they may vary.

There is plenty of room to get creative, reach the right people, and get them to convert. While sales may not always happen on the first click, social ads are still an important part of the funnel. Your audience is most likely there, give it a go and get in front of them by using Twitter to test out a campaign or two.

Paid Search Predictions for 2015

Direction

Paid Search Predictions

It was most certainly an interesting year in digital marketing. Our paid search industry is anything but stagnant and that’s a great thing in this age of innovation. As we have more advertising platforms and targeting options to exercise our creativity as marketers, we can continue improving our campaign performance to drive brand awareness, traffic, and sales, all while providing a more customized experience for our users. As this year comes to an end, let’s take a look at some trends we experienced in 2014 that we will see again in 2015, however, they will heavily impact the way we market in new ways.

Even More Mobile
We’ve been having dialogs about the importance of mobile for quite some time now, if not several years already. If your website isn’t responsive to be mobile friendly at this point, redesigning it so that it is should be on the very top of your priority list before even heading into the new year. Mobile usage won’t be slowing down any time soon and if you’re not there, your potential customers will not be able to find you as easily or at all. Relevancy and a good experience is everything. Stay up to date and go where your users are.

In 2015, mobile device sales will continue to rise at impeccable speeds. There will be an even larger shift towards smartphone and tablet use as people in every household will own more than one mobile device each. With this being our reality, it’s surprising that many advertisers still have not yet taken advantage of mobile opportunities.

While some advertisers aren’t optimized for mobile, the others that are, are reaping the benefits. Though, as more join in, it will be come increasingly competitive and it wouldn’t be a surprise if it goes mainstream in the upcoming year. Get in the space, prepare for what’s coming up next by learning about mobile features that are in beta, and get in front of your users who are searching and making purchases on the go.

Audience Micro-targeting
We’ve seen several advertising platforms, especially Facebook and now Twitter significantly evolve their targeting options this year, particularly around user interests and behaviors. Micro-targeting will only further improve and provide us more to work with in 2015. With more collected data than ever before, we now have the means to utilize this information within our campaigns to help drive higher favorable results.

Don’t waste time and resources that aren’t speaking to your audience. Tailor your campaigns using behaviors and interests. Now that we are understanding our users better than ever, be mindful of your ad copy in that it doesn’t put off users by being too creepy.

If you’re working on a campaign but aren’t seeing a behavior category for what you think would be applicable, it’s safe to say that it will be available sometime next year, or at least something much closer to it. We will also see a lot more offline data coming in to the online space. We’ve already seen this happen in Facebook with their behavior targeting options where you can reach people who are in the market to buy a new vehicle in the next 180 days or people who have made recent credit card purchases. Powerful stuff! Stay tuned, as more will come.

Facebook Ads

 

Pay To Play
If you’re a social media marketer and you’re not doing PPC yet, or you’re a paid search advertiser, but haven’t dived into social ads, the time to get up to speed is now. With “free” platforms such Facebook and Twitter for its users, it’s becoming increasingly challenging as a brand to get in front of your audience through those networks. Don’t disregard your social channels. Considering how much of the worlds population is using social media on a daily basis, most likely, your audience is there. Get in front of it.

Social advertising platforms have evolved quite a bit and have a lot of similar features that you would find in AdWords. If retargeting is part of your strategy and it’s converting well, are you taking advantage of retargeting on Facebook? As a heads up, Twitter retargeting was in beta this year and it is now slowly being released to many accounts. Be prepared, and when able to, jump in there before it becomes too saturated and pleasantly surprise your users.

Hit The Ground Running
As we head into a fresh first quarter, I imagine that 2015 will be no less interesting. We will see a lot more user data, have access to a variety of new targeting options, and new technologies will change how and where we reach our audience. Stay ahead of the curve by understanding where your users are, how they are behaving, and how you can incorporate every relevant channel into your advertising strategy this coming year.

We wish you and your team a successful year ahead and best of luck with your advertising efforts. Cheers!

The Importance of Negative Keywords

As the foundation to any PPC campaign, keywords are incredibly important in order to get in front of the right customers. If you are diving into a new account, be it taking over from the previous manager or creating one yourself from the ground up, don’t undermine the power of your negative keyword lists.

What benefits do negative keywords provide?

Just as with regular keywords, examine user data, incorporate them into your campaigns, and reap the rewards of reaching your target audience more accurately. By using negative keywords, it will significantly reduce irrelevant ad impressions so that you can improve your quality score and lower your cost per click. In addition, your cost per acquisition and ad spend will decrease while causing your conversion rate to increase. Not to mention, it will enhance user experience with your brand. It’s an all around win.

Where do negative keywords reside within AdWords?

As you are getting started with negative keywords in your AdWords account, you can choose whether you would prefer to add them at the campaign or ad group level. If you are looking to get more granular, adding negative keywords at the ad group level would be more suitable for your campaign needs.

To add negative terms, go to the “Keywords” tab, scroll to the very bottom of the page and click on “Negative Keywords” to the left. Enter one keyword per line and save when you’re ready. As a reminder, be cautious of the match types you use here. If you add terms that tend to be more on the broad side, you may lose out on good qualified traffic and customers. Stick to exact and phrase match for better results.

Methods of research negative keywords:

The most common issue with negative keywords is not regularly considering the addition of new ones. If you are building a new campaign out from scratch, do not proceed to launch it without adding negatives right out the gate.

Make it a habit, that every time that you are spending time researching regular keywords to add to your campaigns, you should be keeping an eye out for potential negative search terms to add as well. Here are some resources that can assist you in building out well-rounded negative keyword lists:

  • Search Query Report – To locate and download this report in AdWords, go to the “Dimensions” tab, click on the “View” drop down, and select “Search terms”. Here, you will find some excellent candidates for your negative keyword lists.

  • Competitive research – Conduct a search for your keywords in Google and Bing as sometimes they may vary. When reviewing the results, if any terms appear that are irrelevant to your primary keywords, be sure to add them to your negative keyword list.
  • Google AdWords Keyword Planner – Within your account, you can use the Google AdWords Keyword Planner to build out new or expand existing keywords lists and campaigns. This gem of a tool can help you search for not only keyword ideas, but it will also suggest ad group ideas, provide you with historical statistics, predictions on how keyword lists may perform, and insight on choosing competitive bids.
  • A thesaurus – Sure, the physical book is great to have on hand, however, an online version may be much quicker to reference. The online advertising space is competitive and missing a variation of a negative search term may cost you impressions, clicks, and budget. Don’t leave any behind that may deter you from optimal success.

Do negative keywords matter when using Dynamic Search Ads?

While on the topic of negative keywords and their importance, Dynamic Search Ads (DSA) come to mind. Unlike many other search ads who use keywords, DSA’s do not. If you are looking to gain additional traffic with a lesser amount of campaign maintenance, these are fantastic, however, keeping an eye on them is a must because your budget can evaporate rapidly if you don’t add to your negative keyword list.

If you are able to, it is good practice to pick one day each week and comb through keywords in your campaigns, especially those that are DSA’s. Search for the week prior, or since the last time you checked and go through the search term list to make sure you aren’t wasting impressions and clicks on irrelevant keywords that may be consuming part of your budget and providing no return. For example, if you are selling shoes online and clicks on light bulb related search terms come up; you will want to add those as negative exact match keywords at the DSA campaign level.

The bottoms line is, bad matching will cost you money. Make it a habit to continually review your search query report, do some competitive research, and add negatives to your keyword lists. Doing so will continue saving you money, your conversion rates will improve, and irrelevant clicks will be far and few in between.

Facebook Atlas – No cookies, better targeting, still creepy?

I’ve been known to discuss creepy marketing for years. Of course, I use the word creepy often tongue and cheek. I don’t find remarketing that creepy at all. It’s a well targeted approach to advertising that actually benefits the potential customer much more than traditional advertising.

Facebook Ads

In 2012, I provided tips on being less “creepy” with remarketing at PubCon. Most recently, I discussed some creative ways to use Google Remarketing in conjunction with Facebook Interest. At the time, Google was great at remarketing, but not great enough on user interest and demographics. Facebook had the user details and demographics, but not the reach that Google had. Maybe that’s changed now.

Facebook relaunched Atlas and that may be the missing piece of that puzzle. In February, 2013 Facebook confirmed the purchase of Atlas from Microsoft. Atlas is an ad-serving platform that will allow Facebook ads to show on sites, outside of Facebook. This is not a new platform, but it is newly built:

“We’ve rebuilt Atlas from the ground up to tackle today’s marketing challenges, like reaching people across devices and bridging the gap between online impressions and offline purchases.” – http://atlassolutions.com/2014/09/29/meet-the-new-atlas/

Facebook calls this People Based Marketing. This is essentially what Google Remarketing is. It targets people, not sites. But Google Remarketing could have cornered this market if Google+ would have taken off like they hoped. Facebook and Atlas now have the advantage of a much larger group of users to pull from. Great for advertisers … and maybe consumers too.

One of the highlights of the Facebook Atlas announcement was the lack of cookies the platform will use. For the longest time the solution to tracking of any sort online has been through cookies. In short, this is why those “creepy” ads know what you want and when you want it. However, cookies are a problem with mobile browsers and becoming more irrelevant outside of the US. It was only a matter of time before all cookie tracking is removed.

Facebook Atlas

Image credit http://atlassolutions.com/

Atlas will use demographic details, interest, and all of that other information that we have been providing Facebook for years to target us, without cookies. Atlas will also be able to track users across multiple devices. Something that Google cannot do.

Plus, Atlas will connect offline behavior to online behavior. For example, if you use your email address at retail shop. That can be connected back to your Facebook account. That same store will be able to show you online ads. Don’t think you use your email address? How about all of those loyalty cards in your wallet?

Of course, this always leads to more privacy concerns. That’s a discussion that’s nothing new for Facebook, but yet here we are again. There is no doubt that Facebook wants to compete with Google and its DoubleClick ad network. Google is the big leader in this space, but without cookies and better audience tracking, Facebook is now in the discussion.

Twitter Is Beta Testing Promoted Video

Twitter is becoming more visual with the introduction of beta testing of a new Promoted Video with select content publishers and verified users. Twitter’s initial testing shows tweets containing native video generate better engagement and more video views.

Promoted Videos are an extension of the Twitter Amplify program. Along with uploading and distributing native video on Twitter, advertisers will be able to measure the reach and effectiveness of their campaigns with full access to Twitter’s robust video analytics like completion percentage and organic vs. paid video views.

Tony Hawk Promoted Video gif

Twitter has switched to a Cost Per View (CPV) ad buying model. Advertisers will only be charged when a user starts playing the video.

Twitter claims the goal of these Promoted Videos is to “…bring more video into our users’ timelines…” However, if that was the sole point, they would be focused on users employing video, not advertisers. Advertisers are increasingly willing to spend higher prices for online video. According to eMarketer, US digital video ad spending will nearly double in only four years to a projected $8.04 billion in in 2016.

US Digital Video Ad Spending-eMarketer

If you have a Twitter advertising account representative, then you can contact that person to get on this beta launch. Otherwise, you will need to set up an advertising account first and then talk with an account representative. Agencies are already reporting surprising success with Promoted Videos.

LinkedIn Introduces Standalone Sales Navigator

LinkedIn Sales Navigator

Photo: LinkedIn


“We’re embarking on an era of social selling,” declared Sachin Rekhi, LinkedIn’s head of product management for Linked In Sales Solutions.

 

Sales are the lifeblood of a company and often include cold calling in the B2B world. But is there a more effective way to find leads? Recently, LinkedIn made its Sales Navigator a standalone product instead of a series of features. LinkedIn made this move based on the belief that social media is changing the buying and selling process. A LinkedIn company survey showed that salespeople who used social media in their selling process were 51% more likely to meet quotas that those who did not. For LinkedIn, social selling consists of establishing a social presence, finding the right people, engaging with those people and building trust. This understanding is built into Sales Navigator.

Features

Sales Navigator’s features are intended to allow salespeople to focus on the right prospects, stay informed with insights and build trusted relationships. Some features are available in all plans whereas others are only available in Professional and Team editions.

  • Personalized lead recommendations
  • Account and contact importation from and syncing with Salesforce and other CRMs
  • Premium Search with Lead Builder using premium filters with ability to save up to 3,000 leads
  • TeamLink to find connections and leads from within your company and sales team’s contacts to prospective companies
  • Real-time updates on leads and companies – job changes, etc.
  • Full network unlocks (25/month)
  • Full list of who’s viewed your profile
  • Premium profile
  • InMail messages (25/month)

CRM integration, TeamLink and Lead Builder are three of the most notable features of the new Sales Navigator. The first two allows salespeople to capitalize on their current contacts and those of their team members. Lead Builder allows you to create a custom lead list.

Pricing Plan

So how much does all this cost? For corporate customers, the subscription starts at $1,200 a year per person, but discounts apply based on payment plan and the number of team members. Also, individuals can get a discounted plan for around $60 per month. How much value is assigned to a customer will help determine whether this product is worth the price.

LinkedIn anticipated its users may be wary and annoyed about receiving sales pitches. Block rates and other statistics were closed watched during the pilot phase. Furthermore, Sales Navigator users are limited to 25 targeted emails (aka InMails) per month to control spam. LinkedIn users can also decline connection requests and block members.

You or your sales team are probably already using LinkedIn in some respect but still using a multitude of tools. Sales Navigator could simplify the process so your salespeople can focus on selling. This new product is presently available for desktop and mobile web with plans for mobile apps.



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