1 2 Previous Next 62 Replies Latest reply on Sep 12, 2017 2:25 AM by TanmayM

    Blog and Article Sharing Corner

    TanmayM Adobe Employee

      Hey Community Folks!

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

      Hope to see some great content here!

        • 1. Re: Blog and Article Sharing Corner
          TanmayM Adobe Employee

          The Blog Post below is from Monica Lay, Sr. Product Marketing Manager for Adobe Media Optimizer. 

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          The Growth of Programmatic Advertising on Social

          Seventy-two percent of the US display market will be programmatic by 2017. Staggering? Absolutely. It may seem unusual for some to talk about social networks like Facebook® and Instagram when programmatic advertising is typically associated with demand-side platforms or open exchanges. Well, the way Adobe looks at programmatic advertising centers around three key attributes. It’s automated, transparent, and data-driven. Looking at programmatic from this lens, it’s easy to see why Facebook is a huge force in the digital-advertising ecosystem.

          So, where does social fit into the programmatic-advertising world? Well, social-media advertising is a “must-do.” With automated buying, selling, and the ability to reach a precise audience with highly relevant ads, programmatic advertising on social helps marketers run more impactful campaigns. The growth of programmatic advertising is attributed to two factors: efficiency in ad buying and relevancy in ad targeting.

          Facebook: A Force Behind Programmatic Advertising
          US digital display-ad spend is estimated to top $27 billion in 2017, with 72 percent coming from programmatic. That’s astronomical. That means nearly three out of every four display-ad dollars is spent programmatically.

          Programmatic advertising can be complex; it is easier to understand when broken down into two components: Real Time Bidding (RTB) and Programmatic Direct. Real Time Bidding consists of auction-based ads that are transacted in real time at the impression level, mainly comprising of the open marketplace and private marketplaces. Programmatic Direct is the purchase of display ads via an application-program interface (API), whether it’s publisher-owned (like Facebook and Twitter) or facilitated using preexisting RTB technology like a demand-side platform (DSP). Here, buyers typically agree to a set pricing model (CPM) and may or may not agree to a fixed amount of inventory.

          Next year, more than half of all programmatic display will be purchased by Programmatic Direct. Even more interesting is that a majority of Programmatic Direct will be driven by the likes of Facebook. Facebook is positioned to represent almost 30 percent of the US digital-display market by 2017.

          Why Are Social-Media Marketers Apprehensive About Instagram?
          Facebook wasted no time expanding into advertising. By the end of 2014, Facebook branched out to create the Facebook Audience Network, giving marketers access to third-party inventory as well as mobile web. Last year, it launched the Instagram ads API. Obviously, Instagram is hot right now, and marketers are excited, but many are scrambling to learn how to use it as an ad platform, particularly for direct response.

          Despite that excitement, there’s still some apprehension. Advertisers often wonder why, if they’re running ads on Facebook, they need to buy on Instagram to reach potentially the same audience. There is also the perception that the content strategy across the two platforms should be vastly different — marketers often assume that they need to spend more time and money creating different assets.

          Future Challenges and Opportunities
          Digital advertising moves quickly, and the rapid adoption of Facebook in programmatic makes it clear that social advertising is maturing. But, at the same time, it continues to evolve, and better measurement will be the key to proving business value. As gaps in measurement are identified, accessing more robust data and more advanced bidding and optimization across different platforms will likely be a major theme into the future.

          In fact, Facebook has been making some progress already on the measurement side with the recent announcement that advertisers are able to run the same ad set across Facebook, Instagram, and the Audience Network. This new feature allows advertisers to reach their target audiences and optimize performances in real time, improve performances for a number of campaign objectives, and provide incremental and efficient reach. Early results to date show positive signs to this new approach to buying and optimization, and I’m looking forward to future whitepapers and case studies from the Facebook and Instagram measurement team.

          Today, Instagram and Facebook are destinations where marketers can reach huge audiences on mobile and elsewhere. They’re actually leading the pack in the programmatic space, turning digital advertising on its head. With the continual growth of programmatic on social, social advertising really is a “must-do!” If you’re not currently playing in the social-advertising realm, consider its value and growth as you take a hard look at how it could help your advertising.

          Facebook® is a registered trademark of Facebook, Inc.

          Read the Original blog post here - https://blogs.adobe.com/digitalmarketing/social-media/growth-programmatic-advertising-soci al/

          • 2. Re: Blog and Article Sharing Corner
            TanmayM Adobe Employee

            The Blog Post below is from Monica Lay, Sr. Product Marketing Manager for Adobe Media Optimizer.

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            To Pay or Not to Pay: Ad Strategies for Facebook

            Whether you spend any amount of time using it, Facebook® has become a valuable platform through which businesses can advertise and build brand awareness and loyalty. One recent example I experienced was a business that wanted to do a promotion around the holidays. They were in the process of releasing a new app, so they ran some promotions and gave new users a 50-percent-off coupon for signing up. They created a huge amount of organic content from the promotion and were very successful with it. Now, we all understand that it’s easier to achieve this type of success around holidays or other big events, but how do you stay successful during the rest of the year?

            To answer that question, you have to look at two things: creative and targeting. In a basic sense, with better creative and better targeting, you have better performance. What is less obvious is that, because you have better creative and better ad targeting, you will also have a higher click-through rate (CTR) and conversion rate. Directly, that means a lower cost per click (CPC) and CTR, implying you’ll achieve 10 – 30 percent more clicks for the same budget, which translates to better performance in the end.

            Creative
            When it comes to creative, we always recommend jumping on new things that Facebook releases.

            As I agree, when Facebook releases new features, it seems that they give those features extra exposure on the platform because they want them to perform well. This is similar to lead ads; they’re simple and effective. A user will see an ad and click on it. They select what information they want to share, and then the email address is sent to the advertiser. When paired with local incentives or opportunities, it becomes a really nice method for collecting email addresses for businesses in which past advertising performances weren’t that great.

            So, it’s good to hop on new Facebook features as they’re released because, if you’re first to adopt — and, thus, get the leverage effect of being the first mover — you will likely have higher performance. What’s nice about this is that an audience network will grow out of this mobile space and into the desktop environment, where you can buy more targeted ads across different devices to continue with your social campaigns.

            This is a huge step forward — and a direct response to those who say Facebook hasn’t worked well in the past for advertising — as they continue to evolve and figure things out just as the industry does. Dynamic product ads (DPAs) were once considered only for retail or ecommerce; but lately, we’ve seen other businesses leveraging the dynamic retargeting functionality — even those that are not retail clients such as the travel vertical.

            Targeting
            Another important concept with regard to targeting is that you shouldn’t overlap. Overlap tends to waste delivery opportunities due to a frequency cap of two per day. In fact, separating your audiences is key to targeting specific users with specific content and not overexposing your content to uninterested people. When it comes to customer audience, one interesting strategy is to use lookalike audiences based on your initial custom audience.

            Lookalikes involve choosing an email list that’s derived from your first-party data, and then Facebook figures out groups of people — or audiences — that look similar to the ones that you have. This is also called a tiered lookalike strategy. With this strategy, you start with, let’s say, 1 percent of a target audience, and you bid to the right amount. From those results, you select a second customer audience based on the same criteria, or you select the same customer audience and build a second lookalike tier, excluding the first one. This results in specific tiers containing the 1 percent, the 2 percent, the 3 percent, and so on.

            Bottom Line
            In the end, when it comes to Facebook advertising, you have to ask yourself, “What do I want to optimize toward?” This could be conversions, clicks, video views, or any other metric that your business is focused on. The next question becomes, “What am I willing to pay?” In this case, you want to ensure that you are receiving true value out of your investment. Here, true value means that you shouldn’t underbid — invest too little and you won’t get the delivery in the ads — but, you also shouldn’t overpay. Make sure you’ve done your research on what is an acceptable price for the intended return on investment.

             

            Read the Original Blog Post here - https://blogs.adobe.com/digitalmarketing/advertising/pay-not-pay-ad-strategies-facebook-s2 04/

            • 3. Re: Blog and Article Sharing Corner
              TanmayM Adobe Employee

              As the digital landscape evolves, the channels that advertisers use become more complex and multifaceted. Increasingly intricate and complementary cross-channel advertising campaigns will become crucial components of an advertiser’s online presence in coming years. In this paper, you’ll learn why understanding the user journey and integrating data and technology is critical for your cross-channel advertising success.

              Learn more about:
              •    Where search marketing stands in 2015 across the US and UK
              •    The recent shift of consumer transactions on their mobile devices
              •    What we believe you’ll find is the next big trend in ad spend

              Download the Adobe Media Optimizer Whitepaper here - http://www.adobeeventsonline.com/AMO/2016/DigAdvertising/invite.html

              • 4. Re: Blog and Article Sharing Corner
                ManuMalhotra Level 2

                By Manu Malhotra, AMO-Consultant, Adobe

                [SEM] Keyword Coverage and Match Type Split: Key to Great Customer Experience

                Consumer googles!

                You are one shrewd marketer – in your Search Engine Marketing account, the keyword coverage is strong.

                Exact keywords get triggered as much as 80% to 90% of the times. And, relevant ad copy is served taking consumer to the correct landing page. Much to your delight, consumer converts, Bingo!

                Everything falling in place, that’s too fairy, right?

                For us, the Digital Marketers, that is exactly what we want. Everything should beautifully fall in place. Practically, that is far from reality and when accounts go big, spend levels increase, structures become humongous as well as complex it is a job easier said than done.

                In such a time, taking control of keyword match type split – making sure it is healthy makes a huge difference.

                What is Match Type Split?

                Match Type Split is the Revenue/cost share of ‘Exact’, ‘Broad’ and Phrase (and other) match type in your account. This analysis helps the user evaluate the impact of recent account work on account performance by reporting spend and revenue share of each match type over time.

                Why does it matter?

                A healthy match type split with strong Revenue/Cost share of ‘Exact’ is desired. It ensures most relevant Keywords get triggered and hence customer will be served with most relevant ad copy resulting in a higher CTR. In my personal experience, I have seen significant improvements in CTR by making sure search terms are being analyzed regularly. Frequency and exhaustiveness of implementation of search term reports depends upon various factors such as lifecycle stage (introductory, growth, maturity or decline) of the branded products –such as iPhone and other electronic devices and overall maturity of account. Initially, when these products are about to be launched – customers tend to search a lot about product specifications and features. That is the time to take control of match type split more rigorously.

                How Adobe Media Optimizer makes life easy?

                Adobe Media Optimizer, a flagship offering by Adobe as part of Adobe Digital Marketing Cloud which works on portfolio theory makes life easy in many ways. As an adjunct functionality to Adobe Media Optimizer, frontier tool provides a simple yet very impactful tool in ‘Match Type’ “[M]”. It provides spend and revenue distribution across match types over the last 30 days. By choosing portfolios we can easily identify which portfolios need more attention – which portfolios (congregation of campaigns with same objectives) have a poor Revenue/Cost share of ‘Exact’ Match type? Whether broad keywords drive irrelevant traffic is also evaluated.

                In addition, it also provides Daily RPC, Daily CPC AND Daily RoI for each match type for last 30 days.

                What do you achieve?

                Aiming at having a high exact match type share by cost as well as revenue along with a healthy quality score results in

                • lower CPC
                • higher CTR
                • higher RPC
                • higher ROI
                • And to say the least, A Great Customer Experience.

                Do share your own stories about how you are creating great customer experience in Search, Display or Social Media marketing. I will be happy to hear and engage.

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                This article may be reproduced without my permission as long as it attributes in full and includes a link to this piece. (https://manumalhotra.in/2016/06/06/sem-keyword-coverage-and-match-type-split-key-to-great- customer-experience/)

                • 5. Re: Blog and Article Sharing Corner
                  TanmayM Adobe Employee

                  The Blog Post below is from Sid Shah, Director of Business Analytics for Adobe Digital Marketing Business.

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                  Capturing Real-Time Digital Behavior for Programmatic Advertising Buys

                  There’s a lot of talk about Big Data and who is using it best. Everyone claims that they’re going to tackle data in a new way. But, at the end of the day, behavioral data is only useful if you have a tangible way to make it actionable. One way to make digital-behavior data actionable is to use it to drive your programmatic-advertising campaigns. We have seen a number of brands implement this strategy with very strong results.

                  At its core, analytics is used to track users’ digital behaviors — where your traffic comes from, which pages a user visited on your site, which page was the last a user visited, and so forth. Data science allows you to understand your customer behavior very well. Data science can apply algorithms to this digital-behavior data that allow you to segment your users into various personas. You can create an almost unlimited number of segments with these algorithms, allowing you to target each of your campaigns to a specific subset of users.

                  Why Programmatic Advertising?
                  The purpose of programmatic advertising is to increase the likelihood that someone will purchase from your brand. Programmatic advertising can be improved by using digital-behavior data to optimize your advertising campaigns. With access to behavioral data, you can more effectively personalize your online advertising campaigns to increase sales.

                  For example, if a user on your site browses for luxury bags around a $200 price point but does not make a purchase, you can use behavioral data to understand what types of campaigns that user may be most likely to respond to. You can look at her demographic information and behavior to understand which segment of users she most closely represents. You can get answers to questions like:

                  Which other users have been looking at luxury bags at $200 price points?
                  What did they end up purchasing, if anything?
                  Which ad were they last shown before finally converting?
                  What platform were they on when they viewed the ad that prompted their conversions?
                  Were they likely to shop via mobile?
                  Did they prefer making purchases online or via brick-and-mortar stores?
                  From there, you can better understand what types of ads users in this segment respond to, allowing you to carefully personalize your online advertising campaign. This can include specially crafted in-app messaging, discounts for related products, targeted remarketing campaigns, and more.

                  Programmatic-Advertising Benefits
                  Ultimately, when digital behavior is used to improve programmatic advertising, organizations see an average additional lift of 18 percent over ads where behavior has not been utilized. You can actually mold and transform the data to display more relevant ads and then display those ads to appropriate audiences in a very customized way. The more data you have access to, the greater your organization’s ability to parse data and get down to a more granular level of understanding. Simply put, the more behavioral data you have, the greater your ability to send the right ad to the right audience at the same time.

                  The beauty of the technologies at the center of digital-behavior and programmatic-advertising integration is that they get marketers out of the business of manually parsing data. This allows them to focus their energies on more strategic marketing decisions. They have opportunities to reach broader audiences with increasingly more personalized messages. Being able to have a wider reach, while also increasing personalization, essentially means you are reaching more people more effectively and at a lower cost than ever before. With all of that on the table, who wouldn’t want to be able to integrate behavioral data into their programmatic-advertising decisions?

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                  Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/capturing-real-time-digital-behavior- programmatic-advertising-buys/

                  • 6. Re: Blog and Article Sharing Corner
                    TanmayM Adobe Employee

                    The Blog Post below is from Pete Kluge, Group Product Marketing Manager for Media & Advertising Solutions at Adobe

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                    Programmatic Display: Make the Most of Your Data With Today’s Technology

                    By 2019, 50 percent of display ads are forecasted to be transacted programmatically. Access to data and technology is driving this growth. Advertisers have access to increasing amounts of data, including site-visitor and partner information, demographic- and business-attribute data, and even offline info such as customer-relationship management (CRM) data — and all that can be used for targeting. Advertisers also have access to advanced technologies — like demand-side platforms (DSPs), ad exchanges, and data-management platforms (DMPs) — that they can use to target users in real time across channels and devices.

                    In North America, $11 billion is projected to be spent on programmatic advertising this year, with forecasts of $30 billion by 2019. Yet, at the end of last year, when marketers were asked their levels of understanding regarding programmatic, only 23 percent used programmatic actively, 36 percent were aware of programmatic but were not using it regularly, and 41 percent weren’t using programmatic at all. Programmatic is in its early stages, and its level of awareness is still growing.

                    During a presentation I put together for Adobe Summit 2016, we explored the programmatic world and how it helped Redbox, Chegg, and eHealth meet their advertising objectives. Here are some of the insights we gained:

                    Redbox: Time Savings and Better Performance Through Site-Analytics Integration
                    Redbox deploys audience targeting via Adobe Analytics, resulting in time savings and improved ad performance.

                    Redbox is a movie- and game-rental business that is focused, like many businesses, on driving a greater return on ad spend (ROAS) from its digital marketing programs. They target a number of different audiences — from online users who visited and interacted with the website to entertainment junkies to families — for display retargeting and prospecting programs. This often requires that their information technology (IT) department put relevant, trackable content on their site to build audience segments.

                    Redbox already used Adobe Analytics, which tracks, organizes, and reports on what different segments of customers do. Instead of deploying new tags for tracking, Redbox leveraged the integration between Analytics and the Adobe Media Optimizer DSP and used the existing Analytics audience segments for retargeting.

                    This integration saved Redbox time when creating, launching, and testing new segments; and it drove better performance due to access to granular audiences — all while reducing reliance on their busy IT department. Using Adobe Media Optimizer and Analytics segment targeting, Redbox achieved:

                    A 30 percent lift in return on ad spend (ROAS) for retargeting campaigns,
                    A 3x lift on ROAS for a specific campaign, and
                    More than 8 – 10 hours/week of time saved.


                    Chegg: Using Multiple Data Sources to Effectively Reach High-Value Audiences
                    Insight from the programmatic process helped Chegg infer and expand its audience segments to improve returns and lower acquisition costs.

                    Understanding your audience segments is a key factor in programmatic advertising. In the ‘old days’, Chegg — an online business that supplies textbooks, online tutors, internship opportunities, and one-on-one help for students — bought advertisements from specific websites where they assumed students would be. They didn’t have insight into the return on investment they would receive, and they didn’t know what they were getting from their advertising buys. Insight from their programmatic ad-buying solution helped Chegg infer the data they needed.

                    Chegg wanted to figure out the type of content they had on the site and where students were actually going. For example, Chegg was interested in knowing whether students were searching for and viewing a particular science, technology, engineering, and math (STEM) book as well as other relevant information about the students.

                    Next, Chegg looked at STEM students and student grade levels. They identified both of these characteristics as being worth a certain amount of investment. However, it wasn’t until they merged the information that they actually started finding real value. They found that, while a freshman is worth about 1.5 times the lifetime value of a student, and a STEM student is worth about 25 percent more than that, the group that holds both freshmen and STEM students was found to be worth two times as much — greater than the sum of its parts.

                    They can now put their different groups into a ROAS curve to determine who they should be spending money on first. Overall, they saw a 22 percent drop in acquisition costs (and when you’re spending millions of dollars in this space, that’s a huge savings). Even better, the students they are targeting have the potential to give them twice the amount of returns or loan-to-value (LTV).

                    eHealth: Data Transparency and Integrated Ad Stack Drives Smarter Decision Making
                    In early 2015, eHealth — the nation’s first and largest private health-insurance exchange — overhauled its remarketing program. Since only a small percentage of people actually convert on their first visits, remarketing is very important to them. To achieve this, eHealth needed to reengage with its customers and rekindle the health-insurance conversation.

                    Prior to working with Adobe, eHealth was using five different platforms for display advertising. This resulted in reporting challenges such as duplicate counting of conversions, network competition in bidding, and discrepancies on audience and performance reporting. By using a combination of Adobe Analytics, Adobe Media Optimizer, and Adobe Audience Manager, eHealth has a more unified view of its audience and reporting across its media. All of the pixeling throughout the site is done uniformly, so activity is being recorded equally, allowing eHealth to drill down into its audience and form a more granular definition of who they are.

                    As an example, they’ve taken a look at their “quoter” audience. A quoter is someone who has visited the site and looked at various health-insurance plans but hasn’t actually purchased a plan. By knowing their customers, they’ve been able to segregate quoters who are moms versus dads. This allows them to serve up messages and creative that would appeal more to each audience segment, resulting in higher conversions.

                    In the end, this newfound transparency into audiences and media buying resulted in efficiencies and cost savings, whereby, eHealth reduced media-buying costs (CPMs) by $.22 during their last open-enrollment period and beat their cost-per-acquisition (COA) target by 19 percent.

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                    Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/programmatic-display-make-data-todays -technology/

                    • 7. Re: Blog and Article Sharing Corner
                      nidhi_kapoor Level 3

                      By Nidhi Kapoor, AMO- Senior Consultant, Adobe

                      Edit: This post has been published as a Knowledge Base Article for Adobe Media Optimer and can we viewed here

                      Crucial Role of Cost Models: Managing Frequently Changing Budget

                       

                      Managing a budget is no less than an art. It is a mixture of skill, patience and little creativity with an effective technology.

                      As managing budget is just not a one shot deal and requires an active monitoring and managing skills as well, technologically strong platform with its guidance can help drive the management in right direction. This is exactly where Adobe Media Optimizer (AMO) and its technology comes into picture and helps in doing the job at its best. Beauty of AMO’s features is that it guides the management of budget in such a way that the conversions/objective would not get disturbed and actually maximized. 

                      AMO provides various options that can be used in managing day to day spend targets at portfolio level. Such as:

                      1. Daily spend target
                      2. Spend strategy
                      3. Campaign caps and multiplier
                      4. Auto adjust campaign budget limits
                      5. Mobile bid adjustments
                      6. Constraints
                      7. Learning budgets
                      8. Models – Cost Model and Revenue Models and their half life’s
                      9. Campaign bids

                      In an account where the budget amount varies frequently every month and the history of traffic and conversions inflow has been strong, the ‘Cost Model’ feature of AMO helps a lot in effective budget management. Particularly the case when the budget has been reduced suddenly by big percentage and the history of previous month has been strong. The unexpected pulling interferes with AMO’s gathered information and takes time to get under control. This is where cost models provide the detail information at bid unit level. To recap, the bid unit in AMO at search level is actually a ‘keyword + match type’.

                      Brief about modelling

                      Modeling can be understood as forecasting (i.e. predicting performance). *

                      Based on gathered information, the AMO comes up with forecasts of how the bid unit can be expected to perform and based on the objective, it will optimize the bid for each bid unit, such that the objective is maximized. *

                      Steps of data collection to produce models

                      • Advertisers run their campaigns on search engine.
                      • Campaign’s click and cost data info. gets collected.
                      • Conversions data is also captured from client website in AMO.
                      • AMO then processes the data captured to come up with analysis, forecast in the form of models.
                      • To create models, AMO gathers information at various data points (bid vs cost, bid vs CPC, bid vs. clicks, bid vs impressions, bid vs. position etc.) and predictive modelling technique is used to analyze and generate data.

                      There are two types of models a) Cost Models b) Revenue Models. These reports and models can be seen on dashboard. Let’s discuss the role of cost model and its contribution below.

                      Role of Cost Model

                      Cost Model Accuracy guides how the bid unit is performing as per its predicted performance*.

                      The model can be accessed through ‘Portfolio cards’ tab and then selecting ‘Model accuracy’ option. It can be studied at following level:

                      a) Click volume level

                      b) Bid unit level

                      c) Device level

                      d) Mobile by ad group level

                      Close to 100% cost accuracy is the best figure to have in any account. If it is higher than +10 to +20% depending upon the use case basis, cost model should be studied in detail at all levels to understand from where the major cost is coming from. ‘Bid unit level’ is an important section to focus on in depth. It actually provides a detail on list of bid units where how much cost and click is incurred in actual performance than predicted value. This performance data then can further be analyzed where cost and clicks are higher than the predicted values. Once the list of bid units is shortlisted which are spending more than required then the next step is to study those bid unit’s search terms in detail. To do so, search terms at search engine or AMO level can be evaluated to ensure keywords are matching to right terms particularly of those keywords where our models are showing discrepancies. By setting those terms as ‘exact negatives’ and ‘cross positives exact’ at right ad group level help control the following metrics:

                      • Inaccurate impressions
                      • Irrelevant clicks
                      • Exact match types ratio
                      • CPC’s

                      The above action helps in immediate control of spend on irrelevant search terms. This helps not only in controlling the day to day spend but also further metrics such as CTR as it controls the unwanted impressions. CPC’s also get improved as exact match type increases and also the appearance of ads on relevant keywords only. As relevancy increases, it helps in improving the quality score further which in turn improves the CPC’s and avg. position. As a result of these basic metrics improvement, CR also gets better as the cost and the overall relevancy factor are getting controlled.

                      Therefore, the cost model accuracy information plays an important role in understanding the spend level path and helps taking the optimization action in right direction.

                      Hope this information helps in analyzing the cost model data, feel free to share your views and engage here.

                                                                                                                                                                                                                                                                                                           *Definition taken from AMO training material from Gauri Bhat.

                      • 8. Re: Blog and Article Sharing Corner
                        TanmayM Adobe Employee

                        The Blog Post below is from Pete Kluge, Group Product Marketing Manager for Media & Advertising Solutions at Adobe

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                        Taking Programmatic Advertising to the Next Level with Adobe Media Optimizer

                        Consumers are engaging with brands across multiple devices and digital channels and they’re expecting a personalized, consistent and compelling experience whenever and wherever they’re accessing content. Advertisers have access to deeper data insights about their audience than ever before to deliver relevant content at scale in real-time. The disruption of our computing and business landscape is forcing companies to rethink everything – including the ways they engage customers and prospects through digital advertising. Advertisers need technology that enables them to harness their data to deliver integrated and customized experiences that consumers have come to expect to drive an “Experience Business.”

                        Adobe Marketing Cloud Audiences Inform Dynamic Ad Experiences

                        Advertisers can use audience segments built in Adobe Analytics, Adobe Audience Manager or Adobe Media Optimizer (AMO) to enable a unique creative ad layout or frame of reference. This allows advertisers to alter an ad’s experience for each audience while maintaining automated granular creative decisioning based on customer intent. AMO Dynamic Creative Optimization (DCO) automatically assembles creative elements (product, price, image, promotional copy, colors) based on the user and audience.

                        For example, a traveler may visit a hotel website, and search for a hotel and travel destination. Later as they surf the web, the traveler would see an ad that contains the hotel that they viewed, city, discount price offer and promotional copy – thanks to AMO DCO.

                        Adobe takes this consumer experience further by personalizing at an even deeper level. Marketing Cloud audience segments built using CRM, site visitor, partner and third-party data can inform more personalized ad experiences. For example, airline or hotel loyalty program status could trigger specials or a rewards-related ad layout. Third-party data may inform luxury hotel content (based on income range), family vacation specials (households with children) or business travel promotion (business attribute data). Also, a marketer could create a segment of high value users (i.e. business travelers) in Adobe Campaign for e-mail/cross-channel marketing and then deliver an engaging ad experience to that audience using AMO DCO.

                        Through integration with Adobe Marketing Cloud, Adobe Media Optimizer allows advertisers to deliver unparalleled digital ad experiences, with relevant and personalized content, for their customers and prospects. AMO’s integration with Adobe Marketing Cloud offers companies greater cookie coverage and reach into high value audiences due to its cross-channel engagement with consumers.

                        Complete View of Advertising Activities in Adobe Analytics

                        We also announced a new integration with Adobe Analytics for display advertising. Advertisers are already enjoying the benefits of the bi-directional integration for search and the ability to reach Analytics audience segments in display. Now the integration is being expanded to be bi-directional for display, giving advertisers insights into display campaign activity (impressions, clicks, cost, conversions) for view and click-based converters from AMO display campaigns in Analytics. With these enhancements, we’re providing reporting insights at the ad strategy level — even for DCO and video campaigns. Adobe Analytics’ engagement metrics for view/click-based converters are available in AMO for optimization and campaign reporting.

                        AMO display campaign activity for view and click based converters in Analytics reporting

                        AMO display and search campaign activity in Analytics reporting

                        Cross Channel Attribution and Path to Conversion Insights

                        Do you wonder what the impact is of your dynamic creative or video campaigns in relation to your search or Facebook campaigns – or which channel(s) are generating the most revenue? Well, Adobe Media Optimizer helps answers those questions.

                        AMO uses a common conversion tracking pixel across all channels to give advertisers an accurate view into attribution, as well as insights into the path to conversion – for display (DCO, video, banner ads), search, and social (Facebook, Instagram) channels.

                        Adobe Transforms Programmatic Advertising

                        As businesses reconsider their approach to engaging customers in the rapidly changing digital environment, and consumers expect more compelling, personal experiences, we’re continuing to innovate our programmatic ad buying platform (Adobe Media Optimizer) with industry-leading dynamic creative optimization capabilities and integrations with Adobe Marketing Cloud. By connecting Marketing Cloud audiences to programmatic advertising, Adobe Media Optimizer is redefining digital marketing and advertising to drive consistent, compelling and customized experiences across digital touch points.

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                        Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/amo-update-emea-summit/

                        • 9. Re: Blog and Article Sharing Corner
                          TanmayM Adobe Employee

                          The Blog Post below is from Giselle Abramovich, Senoir & Strategic Editor, CMO.com

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                          5 Things you won't believe about Programmatic Advertising 

                          Brands and agencies alike certainly appreciate the efficiency that programmatic brings from a pricing standpoint. They also like its scalability, the way it brings in immediate returns, and that it clearly shows how messaging is optimized.

                          But the truth of the matter is, programmatic isn’t all rainbows and unicorns, and much is often left unsaid. Until now. CMO.com reached out to the industry to get perspective on some of the unspoken truths behind programmatic. Here’s what they told us.

                          1. Brands Are Starting To Bring Programmatic In-House
                          An AOL study from October found that 68% of brand advertisers plan to bring programmatic in-house in the next 12 months. 

                          “That’s a massive number and a massive undertaking,” said JoAnna Foyle, AOL’s SVP of client services and operations. “It’s a massive undertaking because you need to be rethinking how you structure your advertising spend, your organization, and how you set up your technology stack and manage your data.”

                          According to Tim Waddell, director of product marketing at Adobe (CMO.com’s parent company) and the company's resident programmatic expert, the lack of transparency in pricing is one of the reasons why brands are now bringing programmatic in-house.

                          “We are seeing a lot of interest from customers to bring advertising management in-house and running it on their own," he told CMO.com. "This is because they want more insight into the costs of technology and media vs a black box scenario. Agencies are recognizing this trend and realizing that transparency is a critical topic in the market."

                          2. Setting Up A Private Marketplace Is No Small Feat
                          Some companies jump into programmatic, and especially private marketplaces, thinking it’s easy. Many companies think the efficiencies abound and costs plummet after the initial setup. This is not the case, according to Joe Laszlo, VP of industry initiatives at the Interactive Advertising Bureau (IAB). Many companies think that private marketplaces, in particular, are turnkey solutions, he said. However, a lot of fine-tuning needs to happen.

                          “In real life, private marketplaces can be incredibly beneficial for buyers and sellers alike, but there’s a lot of work that goes into setting up a private marketplace correctly so that you get those efficiencies,” Laszlo told CMO.com. “The IAB actually put out a checklist last year that goes through all of the things that buyers and sellers alike need to do in the process of setting up data, a private marketplace, just to remind everybody that it’s not like you flip a switch and the cost savings start rolling in. It takes a lot of planning and a lot of effort and a lot of thought to use them successfully.”

                          3. Programmatic Isn’t Transparent
                          Programmatic, while it does aim to make things a lot more efficient, doesn’t necessarily make them more transparent and, in some ways, makes the process of transacting, buying, and selling ad inventory more opaque. That’s a challenge, IAB’s Laszlo said.

                          “It shouldn’t dissuade anybody, but I think it’s something that people need to keep in mind when they think about maximizing the value of programmatic,” he told CMO.com.

                          This “opaqueness” comes up the most when it relates to location data. When a company is transacting programmatically and a piece of ad inventory with location data is appended to it, there’s an automatic mistrust of that location data because you don’t really know where it’s coming from, Laszlo said. It could be accurate, generated by the GPS on a device and routed with the end user’s knowledge, or it could be somebody knows they can get a slightly higher bid by making up a latitude and longitude and sticking it into the RTB description of the piece of ad inventory, he said.

                          “At the end of the day, automation is bringing all sorts of new data streams online that can make a buyer much more confident that they’re reaching somebody who’s going to be likely interested in their message,” Laszlo said. “But you don’t always know where that data is coming from. There’s a level of trust that’s still needed between an ad buyer and the DSP that they’re working with, between the DSP and the various DMPs that it’s working with, and all the different acronyms up and down the chain.”

                          4. Programmatic Is Complex
                          Many brands view programmatic as a “magical solution” that solves all of marketing’s challenges, Adobe’s Waddell said. But programmatic requires a lot of technology, data, and audience building.

                          “The No. 1 issue is making your programmatic technology work together with existing technology,” Waddell told CMO.com. “Operations, IT–everyone’s got to be involved to some degree. And for those companies that are bringing programmatic in-house, it’s even tougher. I’ve seen discussions out there on the market where it’s hard to find the right people. There’s not a huge mass of them just sitting out there waiting to be hired.”

                          And the trouble doesn’t end once the technology is all set up and ready to go. There’s also the issue of data. With programmatic, data is key, but marketers are still struggling with harnessing the right data. According to Waddell, marketers need to be using the data to build audience profiles they’re looking to target.

                          “Once I’ve got the audiences defined, I’ll need a DMP and someone who knows how to run programmatic for the business, whether it’s someone in-house or at an agency. And I’ll also need the analytics system as well,” Waddell said. “Now that I know the people I want to reach, I actually need to reach them. Should I  use search, display, social, email, TV? Or maybe video and mobile? Maybe I’ll decide to dabble in each. Well, guess what? Now I need technology that connects to all those different data sources.”

                          5. Programmatic Won’t Ever Replace The Human
                          Media buying will never completely become a machine-only function, according to Warren Zenna, EVP, managing director at Mobext.

                          “It's always going to be easier and more effective if you go at it from a direct-buying approach, particularly if you are really interested in not only the message, but in the environment in which the message resides,” Zenna told CMO.com. “So even though we have these programmatic PMPs that do, in fact, close out a lot of inventory that you distribute across–let’s call them nondesirable publishers–it’s still not as good as directly tying right into the publishing networks in a way we know is successful and consistent.”

                          That’s also why programmatic, while it works well for direct response campaigns, is not as effective for branding, he added. “We’re finding for many of our clients who are more interested in branding than direct response, automated buying doesn’t really work for them to get the kinds of outcomes they want,” Zenna said.

                          -----

                          Read the original blog post at - http://www.cmo.com/features/articles/2016/2/10/5-facts-no-one-wants-to-tell-you-about-prog rammatic-advertising.html#gs.FCQY4ME

                          • 10. Re: Blog and Article Sharing Corner
                            TanmayM Adobe Employee

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

                            -----

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

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

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

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

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

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

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

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

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

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

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

                            -----

                            Read the original blog post at -  https://blogs.adobe.com/digitalmarketing/advertising/five-ways-use-programmatic-display-en gine-move-business-forward-discussion-case-study-ehealth/

                            • 11. Re: Blog and Article Sharing Corner
                              TanmayM Adobe Employee

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

                              -----

                              How to Optimize for Google Quick Answers

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

                              07 - How to optimize for Google Quick Answers-1

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

                              07 - How to optimize for Google Quick Answers-2

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

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

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

                              07 - How to optimize for Google Quick Answers-3

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

                              Measuring the impact of “Quick Answers”

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

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

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

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

                              07 - How to optimize for Google Quick Answers-4

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

                              07 - How to optimize for Google Quick Answers-5

                              How to Optimize for and Rank in Google Quick Answers:

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

                              -----

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

                              • 12. Re: Blog and Article Sharing Corner
                                ManuMalhotra Level 2

                                TanmayM wrote...

                                Hey Community Folks!

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

                                Hope to see some great content here!

                                 

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

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

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

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

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

                                Well first things first!

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

                                There is no one path that takes you there!

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

                                How, is more important.

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

                                Tips for efficient creation, management and updating of feeds

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

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

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

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

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

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

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

                                Answer is, why not!

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

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

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

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

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

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

                                • 13. Re: Blog and Article Sharing Corner
                                  TanmayM Adobe Employee

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

                                  -----

                                  Do You Question the Effectiveness of Search Marketing?

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

                                  Search Engine Architecture and Infrastructure

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

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

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

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

                                  Search Marketing Strategy Explained

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

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

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

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

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

                                  The Future of Search Marketing

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

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

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

                                  What Really Matters

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

                                  -----

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

                                  • 14. Re: Blog and Article Sharing Corner
                                    ManuMalhotra Level 2

                                    By Manu Malhotra, AMO-Consultant, Adobe

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

                                    Analysis Made Easy: Advertising Insights

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

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

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

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

                                    Day of Week Spend

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

                                    Match Type

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

                                    Campaign Caps

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

                                    Portfolio Pre/Post

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

                                    Quality Score

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

                                    Mobile Optimization

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

                                    Settings Audit

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

                                    Location Target Performance Report

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

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

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

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

                                    • 15. Re: Blog and Article Sharing Corner
                                      nivedan_kumar Level 1

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

                                       

                                      Changing Objective through Bulksheets

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

                                      Picture8

                                       

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

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

                                      Trackers

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

                                      Changing Ad copy

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

                                       

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

                                      Example: To create Two Ad sets with three Ads each

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

                                      Picture6 Picture5

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

                                      Bulksheet Layout

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

                                      Bulksheet

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

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

                                      Introduction

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

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

                                       

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

                                      • 16. Re: Blog and Article Sharing Corner
                                        rahul_bhatia Level 1

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

                                         

                                         

                                        Use of dynamic parameters in AMO Social

                                         

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

                                         

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

                                         

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

                                         

                                           

                                         

                                        AMO Bulk Ad Creation Workflow

                                         

                                         

                                         

                                        Results after campaign creation in Facebook Power Editor:

                                         

                                         

                                         

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

                                        • 17. Re: Blog and Article Sharing Corner
                                          TanmayM Adobe Employee

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

                                          -----

                                          Cross-Channel Advertising With Adobe Media Optimizer

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

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

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

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


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


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


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

                                          -----

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

                                          • 18. Re: Blog and Article Sharing Corner
                                            TanmayM Adobe Employee

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

                                            -----

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

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

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

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

                                            Cross Device Attribution, Reporting and Targeting

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

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

                                            PK Summit 

                                            Growing Video Channel to include Real Time Bidding

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

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

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

                                            Connecting Analytics & Audience Manager Segments to Dynamic Experiences

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

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

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

                                            Adobe continues to Super Charge its Industry Leading Programmatic Platform

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

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

                                            -----

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

                                            • 19. Re: Blog and Article Sharing Corner
                                              nidhi_kapoor Level 3

                                              By Nidhi Kapoor, AMO- Senior Consultant, Adobe

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

                                               

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

                                               

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

                                               

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

                                               

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

                                               

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

                                               

                                              Case Study

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

                                               

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

                                               

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

                                               

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

                                               

                                               

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

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

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

                                               

                                              What are Constraints?

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

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

                                               

                                              What are Labels?

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

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

                                               

                                              How to create a constraint?

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

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

                                               

                                               

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

                                               

                                               

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

                                               

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

                                               

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

                                               

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

                                               *Definition taken from AMO training material from Gauri Bhat.

                                              • 20. Re: Blog and Article Sharing Corner
                                                TanmayM Adobe Employee

                                                The Blog Post below is from Cici DeWaal, Social Advertising Manager at Adobe

                                                -----

                                                Getting the most from your marketing dollar isn’t as straightforward as it has been in the past. Social media has changed dramatically over the past few years, and marketers have had to quickly learn the art of using social advertising as part of an effective digital strategy.

                                                Why have social platforms evolved? Simple: They need to make money. And most of the big ones—Facebook, Twitter, and LinkedIn, for example—are turning to their communities to secure advertising revenue. Paid social media is a fantastic avenue to reach your desired audience, but if you’re not smart about how you go about it, you could lose ground quickly. New to the pay-to-play space? Try these tips to get started.

                                                Develop The Skill Set For Paid Social
                                                Doing social advertising well on the major platforms requires a basic foundation in ad buying and bidding. Part of your learning strategy can include borrowing skills from other departments within your organization. The search or SEO team likely has experience bidding on different platforms, using handy techniques for setting up paid campaigns on social channels. Audience targeting is another useful skill for serving your social ads to the right audience.

                                                Many of the social networks are beginning to publish their own resources—check out Facebook, Twitter, and LinkedIn. A lot of the learning will start as you begin to test and create your own campaigns. Though each of the networks have slightly different terminology and set up, a lot of the functions are similar.

                                                Learn From the Platforms Themselves.
                                                In the absence of available formal strategies for implementing paid social, the platforms themselves are improving resources for those just starting out. Facebook and Twitter have comprehensive resource centers—and occasionally, helpful training webinars—with information on how to create and manage paid campaigns. Of course, if you spend enough money, many of the platforms will assign your company its own representative. LinkedIn also has a helpful section on marketing solutions for the beginner looking to implement paid features.

                                                How Paid Social Works: What Can You Expect?
                                                Getting started with social advertising is a relatively simple process. Navigate to the ads dashboard and login; this is where you set up your account and create and fund your campaign. You usually begin by defining your target audience and then creating content to be promoted. Within each platform, you have the ability to manage your campaign—whether checking on live content, promoting content more aggressively, or creating new content altogether.

                                                To make things easier, Twitter has six or seven predesigned campaign types that can be helpful if you’re just starting out. Twitter designed these to help optimize your campaign whether you want to gain more video views or increase engagement. While it can be tempting to set and forget, staying actively involved in your campaign is good practice.

                                                When funding a specific campaign, or “bidding,” be sure to set a maximum campaign budget. A defined maximum amount will automatically stop the platform from spending when it reaches your bid amount. Setting an upper threshold will save the campaign from going over budget if you forget to turn it off or pause it. Lowering your bid can also help set the pace. Bid high to start and then drop the threshold as you see it beginning to gain traction.

                                                Build Paid Social Skills In-House.
                                                Do companies need dedicated teams of paid social media experts to be successful? The way the industry is going, yes! Ultimately, the goal of your campaign will depend on what you want your audience to do—read an article, download a whitepaper, watch an empowering video, or something else altogether. However, it’s helpful to have a group of people within your social team—even if it’s an extension of your organic team—to handle social media advertising. They know which content performs well, and building this skill set in-house, rather than with a third party, creates more value within your social team.

                                                Put It all Together!
                                                As social becomes even more pay-to-play for brands, more challenges emerge. Securing a budget large enough to make a meaningful investment in paid social is still an uphill battle for many social marketers. The techniques involved in paid social aren’t excessively complex, but gaining that knowledge is more difficult, as the industry still lacks a single go-to resource to gain the necessary skills. On the plus side, paid social is a convenient and proven way to reach your desired audience. Unlike many traditional marketing campaigns, social media advertising makes it possible to see exactly where the money went—and what value it drove! 

                                                -----

                                                Read the original blog post at - http://www.cmo.com/opinion/articles/2016/8/11/a-beginners-guide-to-social-media-advertisin g.html#gs.SSKD8ew

                                                • 21. Re: Blog and Article Sharing Corner
                                                  TanmayM Adobe Employee

                                                  The Blog Post below is from Cici DeWaal, Social Advertising Manager at Adobe

                                                  -----

                                                  DMP 101: Basics for Brands, Publishers and Agencies

                                                  The Internet is a very different place today from what it was just a couple of years ago. The explosion of personal devices, especially mobile ones, now has people using up to six screens every day. And, although Internet users remain diverse, they are quickly becoming uniform in their desires for seamless, amazing experiences that connect them with your brand. If they don’t receive personalized, contextually relevant, real-time experiences, they are more than happy to visit your competitor.

                                                  During one of this year’s Summit sessions, participants learned the most common data-management platform (DMP) jargon as well as the differences between a true DMP and basic segmentation features, and they looked at use cases and strategies for deploying a DMP. Following are some highlights from that session.

                                                  Too Much Data From too Many Sources
                                                  To provide the experiences that today’s customers expect, organizations are faced with collecting lots of data from different sources so they can get to know their audience at every touchpoint and on every channel. Sources and formats of data from Web-analytics providers and customer-relationship management (CRM), point of sale (POS), and shopping-cart systems have to come together so you can figure out how to properly target a specific audience segment. The prime goal for everyone is to understand the customer journey to gain a 360º view of customers’ interactions and behaviors. Once you figure that out and define audience segments, pushing a campaign out to different platforms and responding to the results can be a nightmare if your processes are spread out among different providers and formats.

                                                  Putting all this data collection, segment generation, and campaign implementation together is confounding marketers today. Those who attempt to do all this manually by using a variety of siloed systems are finding the task far from optimum — and sometimes nearly impossible!

                                                  It is in response to this situation that the DMP has come into its own.

                                                  Forrester defines a DMP as: “A unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments.” It is the backbone of the modern-day marketing challenges we all face in a world where information is coming at everyone from every direction.

                                                  Most marketers are dealing with more data and data types than they know what to do with. It can be challenging to interpret first-party data collected by your company (such as CRM, transactional, and call-center data), second-party data you receive from partners (such as loyalty-program and spend-pattern data), and third-party data you might purchase (such as geographic and demographic data) that is spread out over different systems.

                                                  An integrated, uniform data-management platform can combine all these pieces to help you design the experiences your customers have come to expect. Here’s why you need a DMP:

                                                  • To Avoid Mixed Messaging: Fragmented data sources, multiple databases, and different data formats are probably resulting in fragmented messages since the people managing each of those data sources may have different ideas about how things are defined. This is likely resulting in disjointed experiences for your customers on your different channels.
                                                  • To Cater to Unique Audiences: Each of your systems has its own audience that should be managed individually. The audiences of your analytics platform, your testing and operations efforts, your multichannel campaigns, and your media and ad-buying efforts all have their own needs and interests.
                                                  • To Deliver True Relevance: You need to deliver contextually relevant messages and experiences. If your content is irrelevant, customers cannot relate, and you will lose customers.
                                                  • To Eliminate Privacy Concerns: You need robust and consistent security, eliminating the privacy concerns you face when your data is stored in different systems, servers, and databases.
                                                  • To Automatically Create New Audiences: You need to have the ability to say, “I need more people like that!” and automatically build a new audience based on desired criteria.

                                                  Adobe is uniquely positioned to serve its clients’ data-management platform needs because it has a single, unified platform based on world-class security standards with no outsourced capabilities. The customer experience is assured to be consistent across all channels, and all digital assets are coordinated with ongoing marketing campaigns. Whatever DMP you choose, make sure it can give you the 360º customer view you need.

                                                  It is very challenging to manually interpret fragmented data to gain a 360º view of your customers and understand their journeys with your brand. For example, without an automated DMP, you will have a very difficult — if not impossible — time determining:

                                                  • When spouses are using a shared home computer (cookies will not help you here),
                                                  • When potential customers are visiting a partner site on their smartphones,
                                                  • When users have logged off and started browsing,
                                                  • When customers visit your brick-and-mortar store.

                                                  An integrated DMP will allow you to:

                                                  • Understand the difference between customers and prospects,
                                                  • Recognize your customer on every platform — a 360º view,
                                                  • Become smarter about your customer-acquisition efforts,
                                                  • Develop a robust retention strategy,
                                                  • Suppress campaigns when needed (such as when a customer buys something and should be taken off the prospect list and put on a support list), and
                                                  • Create brand awareness around customers’ wants and needs.

                                                  Choosing a DMP as part of your organization’s digital transformation can seem daunting, but there is tons of experience out there to help you navigate what can be an opportunity to increase your conversion rates by providing the dynamic experiences customers are demanding.

                                                  -----

                                                  Read the original blog post at - https://blogs.adobe.com/digitalmarketing/web-experience/s208-dmp-101-basics-brands-publish ers-agencies-doug-moore-krista-vezain-post-summit/

                                                  • 22. Re: Blog and Article Sharing Corner
                                                    rahul_bhatia Level 1

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

                                                     

                                                    Smart Bulk Actions feature of AMO Social

                                                     

                                                    In this article, we will discuss about using the bulk actions feature of AMO Social mainly cloning of Facebook ad sets using which you can create or clone 1000s of Facebook campaigns, ad sets and ads with just click of a few buttons and the Formulaic bid changes.

                                                    You can create new Facebook ad sets by cloning the settings from existing ad sets. You can optionally include clones of all of the ads in the existing ad sets, and either apply all of the existing labels to the ad sets/ads or change the labels.

                                                    There are 2 options to either clone the ad sets in the same campaign or create a new one. The new ad sets are created in the same campaigns as the existing ad sets, but you have the option to create new campaigns for them. When you clone the selected ads, they have the same settings as the existing ads, including the same ad group names, but naming conventions can further be tailored.

                                                    Clone Ad Set/Campaign

                                                    1. From the main menu, click Social > Campaign Management > Facebook, and then click the Ad Sets tab.
                                                    2. Filter out the list to include specific ad sets by selecting the check box that you want to clone.
                                                       
                                                    3. As shown in the below toolbar screenshot, click Bulk Actions.

                                                    1. A Bulk Edit window will open, where you can choose the following:
                                                      1. Clone Ad Set/Campaign
                                                      2. Create new campaigns
                                                      3. Formulaic bid change
                                                      4. Budgets
                                                      5. Change status
                                                      6. Labels
                                                    2. Follow these steps to clone or create new campaigns
                                                      1. Specify whether or not to change the status of the source campaigns:  Do not changePauseDelete, or Activate.
                                                      2. Specify the status of the new campaigns:  PauseDelete, or Activate.
                                                      3. Specify the naming conventions for the new campaigns:
                                                        1. Append original name with “-clone” — To specify the naming conventions to be used for new or cloned ad sets/ ads.
                                                        2. Append “Time/date stamp” — To append the time and date at which the new campaigns are created.

                                                     

                                                    1. Creating or Choosing Labels
                                                      1. Add new label(s) - To create new labels to assign to the new ad sets, select the check box and then enter the new label names.

                                                     

                                                    1. Add existing label(s) - To assign existing labels to the new ad sets, select the check box and then enter the existing label names.

                                                     

                                                    1. Inherit labels from source adsets/campaigns - To remove inherited labels from the new ad sets, select the check box next to Remove label(s) and then enter the inherited label names to remove.

                                                     

                                                    1. Preview or apply the changes
                                                      1. To immediately post the new ad sets and ads to Facebook, click apply.
                                                      2. If there will be any errors, they are visible under Social > Campaign Management by moving the slider on the upper right from Live to Staged.
                                                      3. To just preview and not to post the changes to Facebook, please click Preview. The staged view will be displayed.
                                                      4. When you are previewing unposted ad sets in the staged environment you can also do any of the following changes:

                                                    i.Edit the ad set settings orad settingsif necessary.

                                                    ii.Post thead setsoradsto the social network.

                                                    1. If any ad sets or ads under them cannot be posted, the" Post Status" column for that ad set or ad indicates the error.

                                                     

                                                     

                                                     

                                                    Formulaic bid changes

                                                     

                                                    Follow the same first 4 steps which we discussed above to access this option and then follow the below steps:

                                                     

                                                    1. The currency, optimization goal and billing event will automatically be displayed for the selected ad sets.
                                                    2. Choose from the below 2 options

                                                     

                                                     

                                                    1. Enable Facebook Auto Bid – This option allows Facebook to set bids automatically. With this option, the ad set budget must be at least 5 USD, and you won’t enter a bid. Facebook will bid as low as possible while making sure to spend the ad set budget in the specified time.
                                                    2. Action - If you will uncheck the auto bid functionality, action feature will be enabled and it can be used to increase or decrease the current bids for the selected ad sets by x% or x$ as defined by the user. Furthermore, you can also set threshold levels for bids or set all ad sets bids to a particular amount.

                                                     

                                                     

                                                    Using bulk actions feature of AMO not only saves time when we have to create and push thousands of ad sets and ads, with settings which are similar or different, but also helps us in automating naming conventions to use for our campaigns, changing or adding new labels, updating the status of the campaigns and automating bids for thousands of ad sets and ads in one go, which otherwise would have taken 3 or 4x extra time in any other user interface such as Power Editor.

                                                    • 23. Re: Blog and Article Sharing Corner
                                                      rahul_bhatia Level 1

                                                      Use of dynamic parameters in AMO Social

                                                       

                                                      Dynamic parameters are the best way to track and automate when building ads in AMO social. Utilizing the dynamic parameter functionality, you can give automatic naming conventions to all the ad sets and ads which you are creating picking/from the assets already uploaded in the AMO.

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

                                                       

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

                                                       

                                                         

                                                      Stage 1: AMO Bulk Ad Creation Workflow

                                                       

                                                      Following are the dynamic parameters which are available in AMO for use in ad sets and ads names:

                                                      • {ef_adtype}
                                                      • {ef_agemax}
                                                      • {ef_agemin}
                                                      • {ef_country}
                                                      • {ef_date}
                                                      • {ef_time}
                                                      • {ef_fbcampaign}
                                                      • {ef_gender}
                                                      • {ef_image}
                                                      • {ef_placement}
                                                      • {ef_label}
                                                      • {ef_region}

                                                       

                                                      Stage 2: After using this functionality for campaign creation following are the results as seen in Facebook Power Editor:

                                                      We can clearly see that AMO automatically appends related naming conventions for use by picking it from assets defined earlier in stage 1. In the above example we chose dynamic parameters – {ef_gender}, {ef_agemin} and {ef_agemax} for ad set, and {ef_image} for ads in the below screenshot.

                                                       

                                                       

                                                       

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

                                                      • 24. Re: Blog and Article Sharing Corner
                                                        TanmayM Adobe Employee

                                                        The Blog Post below is from Cici DeWaal, Social Advertising Manager at Adobe

                                                        -----

                                                        15 Years of Defining Programmatic

                                                        Programmatic ad buying growth continues to explode. The online advertising ecosystem can be complex to navigate but for those that have embraced it programmatic simplifies the online ad buying, management and optimization process.

                                                        Looking back on how the industry has evolved, offline direct marketing tactics and principles have been applied to online ad technology and have now come full circle connecting the offline and online worlds. Because of these changes advertisers can now track and target audiences, and measure performance results across channels on and offline.

                                                        How did we get here? Looking back 15 years.

                                                        For today’s internet based businesses, online advertising channels like search and display are top channels used to acquire new customers. However, that wasn’t the case for us back in 2000. During the dot-com boom and crash, I was managing direct marketing programs for new customer acquisition at the “first online grocer,” HomeGrocer.com (Amazon was an investor, and it was later acquired by Webvan). We tested various direct marketing channels at HomeGrocer.com. Interestingly, we found that direct mail was the most efficient channel for us to profitably acquire new customers at scale (~$20M annual spend).

                                                        A lot has changed since the peak of the internet bubble in 2000 for advertisers. Here is a snap shot of today’s common direct marketing channels as they were used 15 years ago.

                                                        • Display – The first click-based banners were sold on HotWired.com in 1994. In 2000, display buying was done primarily through direct placements. Yahoo, AOL and MSN were the big portals around. Advertising.com, the ad network, came around in 2000 and was acquired by AOL in 2004.
                                                        • Search – Overture and Google were just getting started in 2000 with the auction-based, pay per click (PPC) model. Google launched AdWords in 2000, began offering PPC in 2002 and went public in 2004.
                                                        • Social – Facebook didn’t exist in 2000 and was founded in 2004 the same year they ran their first ads.
                                                        • Email – The perception on email marketing was low due to poor performance and offshore spammers clogging up inboxes with non-relevant content. The Can SPAM Act of 2003 helped to legitimize email marketing with clear opt-in and opt-out requirements.
                                                        • Direct Mail – Direct mail was a scalable and effective direct marketing channel. From magazine subscriber files to those compiled from warranty registration cards and phone books, advertisers had access to hundreds of marketing lists to test for performance (and all appended with demographic data). Database marketing was popular and allowed an advertiser to efficiently manage their prospect lists and direct mail communications.

                                                        With the growth of the internet and access to more audience data, the industry has progressed. Search, social and display channels have had tremendous growth and are now primary direct marketing channels for many businesses. Today we have a lot more options for online advertising.

                                                        Advertising 15 years later

                                                        Advertisers now have access to massive amounts of audience data, everything from online site activity and web analytics data to offline customer data, and 3rd party data. Offline CRM data and email marketing data can now be linked to programmatic ad buying platforms. Audience targeting can be done more efficiently now than ever before.

                                                        Today advertisers have access to advanced advertising technology platforms to help them manage and optimize their online advertising campaigns. Everything from search bid optimization, display ad buying and audience management, to site optimization and marketing automation tools.

                                                        All channels have shifted to programmatic (or automated) ad buying with a focus on audience-based buying. In display, audiences can be reached at the impression level through real-time bidding. Facebook enables social advertisers to reach custom, website and search retargeting audiences. In search, advertiser can now target audiences for their campaigns via RLSAs (Retargeting Lists for Search Ads).

                                                        Display Advertising 15 Years Later

                                                        For display advertising channels specifically, the industry has changed completely.

                                                        Ad exchanges revolutionized the industry. The ad exchange allows a publisher to sell their ad inventory in an auction environment, and an advertiser to bid on ad inventory in real time. The auction determines the fair price for the user impression. This process is similar to the stock market with buyers and sellers, but with display ads instead of stock.

                                                        Demand side platforms (DSPs) permit advertisers to plug into the ad exchanges to bid in real time on their key audiences at the user impression level. The DSP optimizes for the advertisers performance objective. The advertiser can bid what they believe to be the right price for each impression based on the available data they have about that user.

                                                        Data management platforms (DMPs) enable advertisers to consolidate audience data from various sources, identify and segment high value audiences, and activate those audiences for cross channel marketing on external ad targeting platforms like DSPs and site optimization platforms.

                                                        Dynamic creative optimization (DCO) allow advertisers to reach granular audiences with flexible ad creative that is personalized in real time to drive user engagement, conversions and integrated experiences.

                                                        Everything is in real time (or close to it). The entire real-time bidding process takes less than 100 milliseconds. When a user visits a website, before the ad appears, an ad call goes to an ad exchange which sends bid requests to participating demand-side platforms (DSPs). The DSPs in play then evaluate available data on that impression (audience, category, time of day, geo device, etc.) and send back bids based on what they know about the user and the likelihood they’ll convert for the advertiser. The ad exchange holds the auction and the highest bid wins. The ad served on the website was the highest bidder of the real time advertising auction. All this takes place in less than 100 milliseconds.

                                                        Real-Time Bidding Process

                                                        PK RTBAre we coming full circle between the offline and online advertising worlds?

                                                        Many traditional offline direct marketing tactics and principles are still in practice and have been applied to ad tech and the online world.

                                                        In 2000, marketing databases were popular with offline direct marketers. These databases allowed for consolidation of various audiences down to individual user profiles, and expanding of audiences using 3rd party demographic, business attribute data and look-alike models. It gave the advertiser deeper insights into their audiences, enabling them to identify high value audience segments and deliver them to vendors for direct marketing channels. Does that sound like a Data Management Platform in the online world?

                                                        Direct mail letters were laser personalized with creative content (offer, message) based on the audience segment.Sound like Dynamic Creative in the online world?

                                                        We have come full circle and connected the offline and online advertising worlds by allowing advertisers to take their offline data (CRM, call center, POS), consolidate it with their online data (site visitors, web analytics) and use it for online targeting of ads.

                                                        Today marketers can meet their objectives more efficiently with Programmatic

                                                        Manual processes have given way to automated buying. CPM based selling models have moved to transparent pricing models. The massive amounts of online and offline data that is available to an advertiser can now be easily harnessed for ad targeting and optimization. Programmatic enables advertisers to buy more efficiently, reach more granular high value audiences, and as a result drive better performance.

                                                        Here is how Adobe views programmatic and some key characteristics of programmatic today.

                                                        Automated buying of ads across channels and devices

                                                        Many think of display advertising and real-time bidding (RTB) when they think of programmatic but it includes the automated buying of ads on any digital channel including Search and Social.

                                                        Data driven

                                                        Data powers programmatic ad buying. To gain the most from programmatic, it’s all about using and applying data. This includes online and offline data, and 1st, 2nd and 3rd party data. Data powers the following benefits of programmatic:

                                                        • Enables an advertiser to build and reach high value audiences
                                                        • Fuels performance optimizations
                                                        • Powers personalized dynamic experiences
                                                        • Drives automated ad buying decisions across channels and devices

                                                        Transparency

                                                        Advertisers have financial transparency into media costs by ad inventory source, and visibility into where their ads are running.

                                                        Advertising has come a long way

                                                        Today’s advertisers have access to integrated buy side tools – from audience management (DMP) to media buying (DSP) to dynamic creative optimization (DCO) – to help them most efficiently meet their online advertising objectives.

                                                        Programmatic ad spend continues to grow at a fast pace. According to IDC, global programmatic display spend will grow from $10B in 2014 to $70B in 2019. 60% of display transactions will be programmatic by 2019.

                                                        For advertisers that are embracing programmatic ad buying and leveraging their businesses audience data, the result is more efficient ad buying, better audience targeting across channels, and better performance results.

                                                        -----

                                                        Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/15-years-of-defining-programmatic/

                                                        • 25. Re: Blog and Article Sharing Corner
                                                          ritikam90154231 Level 3

                                                          By Ritika Mahajan, AMO - Consultant, Adobe

                                                          AMO : The Digital Marketer

                                                          What Does Digital Marketer Do? Often we come across this question, a simple answer to the question is

                                                          “A Digital Marketer prepares a plan based on the business objective, execute it and then analyze the Performance”.

                                                          However, it’s definitely easier said than done, the vicious circle of digital marketing involves a lot more. Some key things that a digital marketer do are:

                                                          • Understand the business objective
                                                          • Define KPI’s to measure objective’s success
                                                          • Strategize to achieve the objective
                                                          • Identify the prevailing market competition
                                                          • Allocate appropriate funding to each channel
                                                          • Create campaigns and Track performance in terms of defined KPI’s
                                                          • Analyze each channel in order to identify what worked and what didn’t etc.

                                                           

                                                          It sounded like a lot to me until I learnt Adobe Media Optimizer. AMO does a lot of these things automatically and efficiently letting the marketer’s look after their business strategies.

                                                          The Efficient AMO Technology have made life easy for Marketer’s. Marketer’s just need to define the objective and KPI to measure its success. SEM advertising has always been the most important channel for marketers. AMO Technology looks after all the activities under the SEM umbrella right from Budget Allocation to Bidding, tracking campaign performance to analysis. Everything available with the one stop shop of AMO.

                                                          Media Optimizer automates and optimizes bid management for ad campaigns across search, display, and social media channels within the boundaries of an advertiser's business objectives, metrics, budget, and other business constraints. The Technology constantly monitors an advertiser's keywords and ads, dynamically adjusting bids and positions as the marketplace changes.

                                                          At Every Stage of Digital Marketing Circle AMO becomes a handy tool for Marketers to get things done quickly and in most efficient manner. For instance, Once Marketers have decided on the total SEM Budget, AMO Can help them divide this budget within the three channels through one of its feature called Spend Recommendations tool.

                                                          The Spend Recommendation Tool helps you to identify the optimal spend distribution across optimized and active portfolios with the same objective and currency in order to maximize revenue for the portfolio set.

                                                          In Digital Advertising space as marketers we would always want to achieve maximum revenue for each penny being spent. This is the principal of AMO Technology known as Portfolio based Approach through which AMO automatically allocates budget to the best performing entity.

                                                           

                                                          Portfolio Based Approach: Portfolio theory uses mathematical models to maximize the return on a portfolio by weighing the risk and return for each asset across numerous variables. The Media Optimizer mathematical algorithms are dynamic, automatically adapt to changing marketplace conditions to ensure optimal performance even in times of high uncertainty and volatility. As a result, Media Optimizer is able to efficiently manage large marketing campaigns with millions of keywords and ads, not only streamlining and automating the bid process but also delivering significantly better ROI.

                                                           

                                                          AMO also realizes that the Marketers should be kept informed about the campaign performances so as to help them in instant decision making. This is easily done through the Feature of Spreadsheet feed in AMO, once the SSF is setup on AMO it can be scheduled to land into our email box at regular intervals.

                                                          Spreadsheet Feed: Spreadsheet feeds provide daily performance data for all basic reports in a custom spreadsheet format. Media Optimizer automatically refreshes each spreadsheet with new raw data that is aggregated daily. The raw data will populate any columns and graphs you've included in the spreadsheet template.

                                                           

                                                          AMO also helps marketers in analysis of their accounts through its Advertising Insights feature. This Feature provides different analysis such as Match Type analysis, setting audits etc. in form PowerPoint presentation or report that are easy to read and understand. These reports are in readily sharable format and can be used via marketing team to decide actions.

                                                          Advertising Insights: Advertising Insights present visual, actionable data about your optimized and active portfolios that contain search campaigns. Each insight is generated on demand, and the output is either a Microsoft PowerPoint file or an Excel spreadsheet that you can download. You can delete generated instances of insights.

                                                          AMO Platform thus helps the marketer to make easy, fast and reliable decisions in the most efficient manner. It is a handy tool for Marketers to do their daily chores easily and saves them time to do a lot more things that are beneficial for the business.

                                                           

                                                          *Material taken from AMO Help Section.

                                                          • 26. Re: Blog and Article Sharing Corner
                                                            TanmayM Adobe Employee

                                                            The Blog Post below is from Maria Stalz, Senior Manager of Social Media Analytics at Adobe

                                                            -----

                                                            Top 3 Reasons to Take a Second Look at Your “Vanity” Metrics

                                                            Measuring social media’s impact on your business is critical. Yet, identifying the right metrics and tracking and analyzing social media’s impact can be challenging.

                                                            In the early days of social media, when measurement was new and available data was sparse, most businesses relied exclusively on so-called “vanity metrics” to quantify success. Classical engagement — the number of “followers” or “likes” that social media channels collected — was the primary metric considered. Fast-forward a few years, and strategists had quickly realized they needed more informative metrics connected to meaningful key performance indicators (KPIs) that reflected their business objectives. They needed to determine social media’s impact on the bottom line to demonstrate social ROI.

                                                            Today, vanity metrics have a bad rap because they do not have a direct tie to revenue. Traditional vanity metrics include Facebook “likes,” Twitter “followers,” and “page views” or “unique visitors” for blog posts. While obsessing over the number of Facebook likes you collect won’t necessarily win over a buying customer, vanity metrics do have their place when used alongside other metrics.

                                                            Following are some thoughts regarding the role of vanity metrics and how aligning traditional engagement metrics with more strategic business metrics can provide the insight you need to make informed decisions about your social media strategy.

                                                            Aligning Social Media Vanity Metrics with Business Metrics — and Achieving Results
                                                            Successful social media measurement focuses on the KPIs that are linked to business objectives, with vanity metrics playing a role in rounding out the big picture. Is Facebook growing at the same rate as Twitter? How is the community responding to different strategies and different types of content? Insights from vanity metrics can help identify whether organic strategy is working or it’s time to implement a larger paid strategy across channels. Bottom line? Understand how to use them to complement KPIs, and you’ll know what’s moving the needle for you.

                                                            How to Make Vanity Metrics Work for You
                                                            Let’s look at a few metrics and the insights they can provide.

                                                            1. Focusing on Followers
                                                            You spend a lot of time and money building up your following across the multitude of channels and networks. If you monitor your follower growth over time, it will be invaluable in helping you understand what is working when it comes to community growth.

                                                            Is your organic growth picking up or slowing down? Many factors influence growth rates, but by tracking follower growth, you can pick up on revealing patterns in your data. Does certain content cause sudden drops in your number of followers? Are you reaching the right people? Digging deeper into the demographics of your followers (on platforms through which that data is available) will allow you to determine whether your followers really represent your target demographic.

                                                            Does your brand have too many accounts? Comparing growth rates on multiple accounts may allow you to assess less-active or compelling accounts and make decisions about whether account consolidations or additional paid strategies would be beneficial. It’s also important to look at other metrics to evaluate whether stagnant accounts are still performing well in other aspects such as engagement or click-through rates, traffic, and conversions.

                                                            2. Evaluating “Likes”
                                                            Analyzing customer engagement can be one of the most important ways to gain insights into your content strategy as well as your followers. Of course, all those shares, video views, and comments should yield a positive ROI for your business; however, if you know what type of content works best for your audience on each channel, it will help determine your investment strategy.

                                                            Do people “like” your content but not share it? Not all interactions are created equal, and some are definitely more valuable than others. Categorizing your content by media type, subject matter, or objective will allow you to look at which category drives the most bang for your buck.

                                                            Do your videos receive a lot of views but low completion rates? Facebook, Twitter, and LinkedIn now auto-play videos by default. This makes it rather challenging to analyze video performance. One way to look at it is through completion rates rather than total video views. Which videos compel your followers to stop scrolling and watch long enough to reach that all-important call to action and link?

                                                            Is there a correlation between the drop in followers and the content you published that day? Sudden follower drop can be as insightful as follower growth. Understanding the correlation between your followers who are bailing out and the particular types of content you are showing or your posting frequency can help to ensure you keep those fans you worked so hard to attract.

                                                            3. Analyzing Page Views
                                                            On the surface, page views — counting the number of “hits” your webpage or blog gets — is another vanity metric. No, by itself, it will not reveal how your content on the page is moving the needle for your business. For insight like that, you will need to explore not only what happens further down the conversion path, but also the contribution of the page view to the desirable user behavior on the site. However, using page views alongside smart segmentation and a few additional metrics will help you assess the quality of the page’s content.

                                                            Does some of your blog content attract ongoing traffic while traffic to other pages tapers off quickly? This could either indicate that some pages are better optimized for search engines (look at your persistent traffic sources!), or that some content is compelling enough for people to continue sharing (check out your social shares on various platforms). It could also indicate that some content types are more relevant to your audience, so grouping your pages by content type or topic, and then assessing average lifespan for each, may give you insight into what you should focus on in the future.

                                                            How many of your page views were “bounces?” If a visitor landed on the page but did not interact with any content or visit a different page, he or she may have found the page content irrelevant or not known how to navigate to content that may be of interest. Segmenting your bouncers according to devices used may shed some light on whether your pages perform well on mobile devices or have loading issues on some browsers.

                                                            What is the best referring channel? Do people who are visiting from different sources behave differently? Perhaps one source yields more bounces than average, and a different source drives more conversions down the line. Segmenting traffic can help you fine-tune content that is targeted toward different customer segments and identify where your target customers roam free.

                                                            A Multi-Tiered Approach to Measurement
                                                            We know there’s value in social media marketing, but being equipped with the right tools to demonstrate how and why has never been easy. With only 15 percent of today’s marketers able to demonstrate the quantitative impact social media has on their businesses, it’s clear that measuring what matters is tough. Business metrics tied to objectives may be seen as more strategic, and they are certainly instrumental in showing how social media is creating value overall. But, let’s not throw the baby out with the bathwater just yet — vanity metrics are useful for uncovering the reasons behind trends. And, when used in conjunction with business-oriented metrics, they can offer powerful insights into the details necessary for fine-tuning larger strategies at a tactical level.

                                                            -----

                                                            Read the original Blog post at - https://blogs.adobe.com/digitalmarketing/social-media/really-measuring-matters-social-medi a/

                                                            • 27. Re: Blog and Article Sharing Corner
                                                              ritikam90154231 Level 3

                                                              By Ritika Mahajan, AMO - Consultant, Adobe

                                                              AMO: Conversion Tracking

                                                               

                                                              In today’s dynamic digital marketing space, it is very crucial to track the conversion, this helps us to quantify our marketing efforts into Return on Investment (ROI). Industries which do not track conversion assume that if the sales increase during the run time of the ad copies it is due to the ad copies however there is no data to back this assumption and it may or may not be the case.

                                                               

                                                              An intelligent marketer would always setup a conversion tracking system and make all his marketing efforts quantified assets of the business. Another myth regarding conversion is considering conversion equal to a purchase. This is not always true. Any action that a visitor takes on the advertiser website that results into benefit of the advertiser is a conversion.

                                                              For instance, in services industries specifically B2B Business there is no purchase instead a call made to the advertiser’s call center results into revenue for the advertiser. Does that mean Digital marketing is not for Services industry at all, the answer is No, A Service industry advertiser can have different ways of tracking conversion like offline conversion or tracking chats on the website through analytics.

                                                              Being A marketer it is absolutely critical for us to define the conversion and set up an achievable target – AMO hits the bulls eye here. With the Portfolio theory of AMO it is very easy to set up a target and let the optimizer work towards the same in order to maximize the ROI.

                                                               There are three types of conversion tracking that can be done through Media optimizer, based on advertiser’s need we can choose one:

                                                              1. Pixel tracking
                                                              2. Feed tracking
                                                              3. Combo tracking

                                                               

                                                              Media optimizer tracking if enabled will have a unique click tracking code in the URL of the Adcopy, keyword or a placement in each campaign managed by media optimizer. It is through this code the technology will track ad impressions, clicks and conversions.

                                                              Pixel Tracking —  In this type of tracking, you must include either a 1-pixel x 1-pixel transparent image or a JavaScript tag on the conversion page, with information embedded in the tag to note the transaction data and send it to a tracking server.

                                                              This type of tracking must be used for advertisers whose conversions are online and no offline calculation is required for the same. Also they won’t delete augment, or correct previously-reported conversions.

                                                               

                                                              Feed Tracking —  In case the business requirement is to track conversion data from a different method, Media optimizer provides an option of sending a daily feed file with conversion data.  This data can be either aggregated daily by keyword or consist of individual transactions.

                                                              This type of conversion tracking can be used by advertisers who already has a conversion tracking system in place that provides conversion data at a keyword level. Also, the advertiser wants to be able to delete, correct, or augment previously-reported conversions (such as when orders are canceled, rebates or partial refunds are applied, or applications are converted to loans).

                                                               

                                                              Combo Tracking — Combo tracking is a combination of both pixel and feed tracking methods and can be used to track online conversions, and capture offline conversions using another method. To accomplish this method, it is necessary to include either a 1-pixel x 1-pixel transparent image or a JavaScript tag on the conversion page and send a daily feed file with transaction-level conversion data that was captured by another method for the offline conversions.

                                                              This type of tracking can be used by advertisers where the customer completes one phase of a transaction online (for example, applying for a loan), but a second phase in the transaction (such as the application approval) occurs offline. Also, in the cases where purchase products online but discounts, credits, or other adjustments may be applied to the transactions in an offline process.

                                                              Most of the event types are easily tracked with the Media optimizer conversion tracking. Also, it is absolutely essential to switch off Google's Conversion Optimizer or ECPC Option to let the optimizer do its job in the best possible way. However, the optimizer lets other tracking methods track conversion as well by adding extra piece of code in the URL of the entity being tracked for instance keywords, ads placement etc.

                                                              Based on the business requirement the advertiser can choose anyone of the conversion tracking methods and start gaining insights on what is working for the business and what not. Also. This would help digital marketers to get more customers and improve the ROI of the business.

                                                              Be the digital marketer with intent and insights, track your conversion and let each of the marketing effort count.

                                                               

                                                              ** Data Taken from AMO Help Section.

                                                              • 28. Re: Blog and Article Sharing Corner
                                                                TanmayM Adobe Employee

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

                                                                -----

                                                                5 Reasons Now Is the Time to Implement Dynamic Creative

                                                                Dynamic Creative Optimization (DCO) was introduced to marketers a decade ago, but after the initial excitement, the implementation and delivery of use cases didn’t match the expectations. However, today, DCO is riding a new wave of adoption by advertisers and agencies.

                                                                Gartner shows DCO rising on the “Slope of Enlightenment” for its July 2016 Digital Marketing and AdvertisingHype Cycle. According to Gartner, this is the phase where “more instances of how the technology can benefit the enterprise start to crystallize and become more widely understood.” We believe several factors contribute to this newfound enthusiasm.

                                                                Internal Image - 5 Reasons Now Is the Time to Implement Dynamic Creative

                                                                Five Reasons Why DCO Is Back and Stronger than Ever

                                                                1. Programmatic Advertising Powers DCO and Retargeting
                                                                Before demand-side platforms (DSPs) and real-time bidding (RTB), media for DCO was bought directly from the publisher or an ad network. Getting sufficient scale and unique reach could be a challenge—an advertiser had to buy media on multiple publishers or ad networks. Reaching many small and granular audiences required a manual and cumbersome set-up process. This lacked efficiency and there was no way to de-dupe user targeting among the different inventory partners.

                                                                Being able to retarget ads to consumers who show interest in products and services through their online behaviors is an important application of DCO and RTB technologies. Combining DCO with real-time audience-based buying through a DSP addresses key challenges around scale and unique reach. The DSP is integrated with many ad inventory sources for maximum scale and has controls like frequency capping across all the inventory, allowing the advertiser to better manage scale and reach. Advertisers now have access to vast amounts of data and advanced technology platforms to apply that data to display advertising campaigns.

                                                                2. DCO Moves Beyond Retargeting
                                                                Early on, DCO was used primarily by the retail and travel industries for retargeting high-value consumers with advertising. Given the large number of possible ad permutations for retail and travel (thousands of SKUs or origination/destination combinations), these are the logical verticals to be the first to adopt DCO. But advertisers now grasp how DCO can be used beyond retargeting for campaigns across the marketing funnel and across verticals.

                                                                While DCO campaigns at the lower end of the funnel—like retargeting and loyalty programs—have always made sense, DCO is also now being applied to top-of-the-funnel prospecting and awareness campaigns. Even if very little is known about a user (for example, from a geotargeted prospecting campaign), DCO can algorithmically optimize the ad content to drive the best performance for the advertiser. DCO evaluates all possible ad permutations and optimizes creative elements and delivery to the best-performing option for the advertiser’s objectives. Any vertical that has granular audience data can benefit from DCO.

                                                                3. It’s All about Experiences
                                                                Consumers are engaging with brands across multiple devices and digital channels and they’re expecting a personalized, consistent, and compelling experience whenever and wherever they’re accessing brand content. This is truer today than ever before. The fact that ad blocking is on the rise sends a clear signal that consumers are demanding better ad experiences.

                                                                DCO is the solution advertisers need to deliver a better experience for their consumers. Advertisers have access to deeper audience insights than ever before and DCO allows advertisers to deliver relevant and engaging ad experiences, and in turn drive better engagement and performance.

                                                                4. Data Feeds Are Everywhere
                                                                A key component of DCO is the data feed. This is the content that is used to populate a dynamic ad in real time. In a change from just a few years ago, many advertisers are now using data feeds regularly to power their online advertising.

                                                                In addition, DCO technology has become more flexible in ingesting data and it no longer requires a third-party vendor. For example, a Google Merchant Center feed can easily be translated for DCO and an Excel file can be mapped for DCO.

                                                                Digital advertisers are generally more comfortable using data feeds and customer files to power their advertising campaigns, and they have a greater awareness of how data feeds support DCO.

                                                                5. Creative Flexibility
                                                                While early DCO vendors required an advertiser to select from a set of predefined and inflexible templates, today’s DCO solutions offer an agency and advertiser complete control and flexibility over the creative layout design. Dynamic ad templates can be custom built for the advertiser so they have control over how their brand is conveyed and experienced by the consumer. The ad layout can include features like a promotion countdown clock, drop-down box, search form, and product carousel, and can be delivered on mobile and across devices.

                                                                What does the future hold for DCO?
                                                                As DCO approaches the “Plateau of Productivity” on the Gartner hype cycle, it will attain mainstream adoption. We will continue to see advertisers better understand how DCO works and what it can do for them. Access to data and ad-buying technology combined with DCO enables advertisers to deliver relevant and personalized ads to drive better performance and improved ROI.

                                                                Last year, Adobe acquired Tumri from Collective, adding DCO to its advertising technology stack alongside Adobe Media Optimizer, a cross-channel programmatic ad-buying platform, and Adobe Audience Manager, a data management platform (DMP).

                                                                This is the first in a series of five blogs on DCO. Stay tuned for blogs on what DCO can do for advertisers.

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                                                                Read the original Blog post at - https://blogs.adobe.com/digitalmarketing/advertising/5-reasons-now-time-implement-dynamic- creative/

                                                                • 29. Re: Blog and Article Sharing Corner
                                                                  ManuMalhotra Level 2

                                                                  The Blog Post below is from Manu Malhotra, Consultant for Adobe Media Optimizer at Adobe

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

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                                                                  Dealing with Model Inaccuracies

                                                                  AMO technology predicts performance based on data models it builds over a period of time. However, at times, it is very challenging to get the models accurate. When models go off because of various factors changing in the eco system, it results in uncertain performance. Hence, it is very important to keep a close eye on model accuracy.

                                                                  What is Model Accuracy?

                                                                  Model accuracy shows how precise the cost and revenue models are which are being used to optimize bids. In simple terms, model accuracy is a comparison of predicted performance and the actual performance. You can check model accuracy by clicking on Portfolio Cards > View. Day on day break down of accuracies is listed in the table.

                                                                  The model accuracy reports for multiple portfolios can also be easily accessed in AMO by clicking on Reports > Create Report > Model Accuracy > Forecast Accuracy

                                                                  Why is it important?

                                                                  If model accuracy is off, it simply means AMO doesn’t have as much information as is required and hence the bidding on the bid units is not resulting in expected impactful returns.

                                                                  Why do I have inaccurate cost models and what can I do to correct them?

                                                                  • Following a large scale account audit, check if you have changed a large number of landing pages / ad copies. In such a case it might result in cost model inaccuracy. It should take some time for quality score to build again.
                                                                  • Nature of the business – Check if there is a case of seasonality or a big event such as Olympics or change in competition such as a new entrant or aggressive strategy by competition. This can bring in cost model inaccuracy. Though AMO will adjust and adapt to changes but it may take time. In such cases try reducing the cost half-life to make AMO take more consideration of recent change in eco system.
                                                                  • New Additions – If new campaigns and keywords are getting added, this will impact cost models.  In such cases, you might like to add the new campaigns in active state initially in a separate portfolio. Else, wait for some days and AMO cost models will stabilize.
                                                                  • Significant changes in settings – Any changes in campaign settings such as geo targeting or match type strategy at search engine level can result in cost model inaccuracies too. You can either wait for next sync cycle for AMO to fetch the changes from search engine or you can make changes directly from AMO so that the technology is very much aware of the changes.
                                                                  • Significant changes in budget: This is a tricky scenario, try sticking to small and incremental changes in budgets. However, if you do have to make drastic changes because of business requirements, be ready for cost model inaccuracies. To handle it, try reducing the half-life.
                                                                  • Changes beyond your control: Bing updates its search algorithm, google decides to do away with right side ads, what do you do? Try reducing the half-life and technology should well adapt swiftly to the change.

                                                                  How to handle Revenue Model inaccuracy?

                                                                  • Special promotions: The rate of conversions will see a jump and models might take some time to adapt and learn from the changes. It is suggested to reduce the half-life for models to adapt and learn quickly.
                                                                  • Market competition: In case of competition getting aggressive or new entrants bidding high results may differ from forecasted. In such a case resort to reducing revenue half-life for models to catch up.
                                                                  • Lag in revenue numbers from feeds: This can happen for operational as well as other business reasons. In such a case try increasing revenue half-life to accommodate the lag in reporting revenue.

                                                                  Apart from these scenarios, at times there are pixel tracking codes issues where in pixels aren’t firing for some reason on the web properties. It is best recommended to highlight such an issue to AMO and the client team to troubleshoot it.

                                                                  • 30. Re: Blog and Article Sharing Corner
                                                                    nidhi_kapoor Level 3

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

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                                                                    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.

                                                                     

                                                                     

                                                                     

                                                                     

                                                                    • 31. Re: Blog and Article Sharing Corner
                                                                      TanmayM Adobe Employee

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

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                                                                      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.

                                                                      internal-image-creating-relevant-ad-experiences-without-thousands-of-ad-units

                                                                      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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                                                                      Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/creating-relevant-ad-experiences-with out-thousands-ad-units/

                                                                      • 32. Re: Blog and Article Sharing Corner
                                                                        TanmayM Adobe Employee

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

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                                                                        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.

                                                                        Conclusion
                                                                        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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                                                                        Read the original blog post at - https://blogs.adobe.com/digitalmarketing/social-media/5-examples-influencer-marketing-done -right/

                                                                        • 33. Re: Blog and Article Sharing Corner
                                                                          TanmayM Adobe Employee

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

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                                                                          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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                                                                          Read the original blog post at - https://blogs.adobe.com/digitalmarketing/social-media/virtual-reality-social-media-ready-d ynamic-social/

                                                                          • 34. Re: Blog and Article Sharing Corner
                                                                            TanmayM Adobe Employee

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

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                                                                            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 CMO.com. 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:

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                                                                            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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                                                                            Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/supercharge-retargeting-campaigns-dyn amic-creative/

                                                                            • 35. Re: Blog and Article Sharing Corner
                                                                              TanmayM Adobe Employee

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

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                                                                              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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                                                                              Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/six-questions-ask-data-management-pla tform-dmp-implementation-2/

                                                                              • 36. Re: Blog and Article Sharing Corner
                                                                                TanmayM Adobe Employee

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

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                                                                                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:

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                                                                                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

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                                                                                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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                                                                                Read the original blog post at - https://blogs.adobe.com/digitalmarketing/social-media/influencer-marketing-influencers/

                                                                                • 37. Re: Blog and Article Sharing Corner
                                                                                  TanmayM Adobe Employee

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

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                                                                                  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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                                                                                  Read the original blog post at - https://blogs.adobe.com/digitalmarketing/social-media/four-proven-ways-make-social-media-a lgorithms-work/

                                                                                  • 38. Re: Blog and Article Sharing Corner
                                                                                    TanmayM Adobe Employee

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

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                                                                                    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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                                                                                    Read the original blog post at - https://blogs.adobe.com/digitalmarketing/social-media/social-listening-data-eyes-ears-fiel d/

                                                                                    • 39. Re: Blog and Article Sharing Corner
                                                                                      TanmayM Adobe Employee

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

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                                                                                      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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                                                                                      Read the original blog post at - https://blogs.adobe.com/digitalmarketing/social-media/four-reasons-smart-marketers-use-pro duct-feed-advertising-social/

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