Archive for December, 2011


While managing B2B campaigns are a big challenge in the search marketing space, over time we’ve learnt that using Remarketing – we can address the challenges rather quickly. What are these challenges in the online space:

a. Audience differentiation between consumer and business audience.

b. Common web destination for both consumer and business.

c. Limited traffic or premium prices on niche sites.

d. Same keywords on search for consumer and business products.

If you run campaigns on search and on the Google Display Network, you are likely to be familiar with the remarketing feature or audience targeting feature available. By advertising on mass keywords and selecting topics of interest to your audience the first step involves collecting the audience data that you will want to build your remarketing list on. Secondly, you;ll want to setup your site and tag it in such a way that each product/service bucket can be easily identified and you are able to setup the audiences lists clearly. Third, ensure your campaign runs across 3-4 weeks.

With the data collected over the course of time, the next advance step to take is to start using your remarketing lists. These lists will help you identify where all the users have landed on your site, which product/service interest them the most, and if at all they have taken any action on your site (if you are doing conversion tracking). Setup unique creative messaging for your audiences in the list, and start serving them ads across the network.

The entire learning process is estimated to take place any where between 1 – 2.5 months. At the end of it, you will have a solid database of your target audience and you will see your ROI only go up (provided you keep your list fresh – as audience interest will change).

So, while the travel guys have really used remarketing brilliantly – the B2B guys can use it to take their digital marketing plans to the next level. I’ve not seen many other brands or businesses in asia really take advantage of this feature.

Use it – you won’t regret the change.

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I recently received this post card from my credit card company, encouraging me to use the contact-less payment system on all my future purchases as select outlets and a chance to with $10 shopping vouchers! Provided I remember the long short code to send to get the voucher with so much details! Ya, right – perfect example of a failed communication.

a) I won’t carry this posted card where ever I’ll go.

b) The merchants won’t encourage me to pay via PayPass.

c) I will never remember to send “MC <space> Receipt Amount <space> Receipt Date in DDMMYY format <space> Last 4 digits of card number <space> NRIC or Passport”.

So here is what you can do and its simple. As MasterCard you can print a QR code either on the receipt of the Vendor or on your card charge slip and quite comfortably integrate information that is required for the user to punch in via the sms (with an exception of the NRIC / Passport #). And it can look something like this:

When you scan this QR code, it will automatically open your Message Application on your phone with the prescribed text. If this  can be generated via the MasterCard payment gateway Рeverything can be automated Рall the user then has to do is Рscan the code and SMS AWAY!

I bet you never thought of that!

If you started working on search campaigns in early 2000 – you will know how difficult it was to really-do-real-time-optimization of your search campaigns. Your clients were jumping on your head with a gun ready to be pulled when you should them the change log with few bid changes…and you wished there were automated tools out there…Few hardcore search agencies went with developing their own tools using APIs; while few opted in to use some 3rd party tools. I’ve been lucky enough to be exposed to pretty much most tools that are out there for bid management.

As a search marketer – how frequently do you think you should optimize your bids?¬† and that’s a trick question.

If you can’t afford the complex 3rd party tools, I think the Google automation tools are a big-big-relief. And, it works. You can know more about it here : http://www.google.com/ads/innovations/automatedrules.html

The beauty of this tool is the simplicity in application of logic and bid rules. Here is a quick evaluation of what Google Automated rules do for you and do not do as compared to other bid management tools in the market :

Feature Google Automate Any 3rd Party Tool
Rule based Bids Yes Yes
Ad Activation Yes No
Keyword Pausing Yes Yes
Ad Pausing Yes Yes (Not All)
CPA Based Bid Mgmt Yes Yes
Budget Changes Yes No
Hourly Changes No (but can be done) Yes
Multiple Search Engine No Yes
Search Funnel Yes No
Create New Keywords No Yes (Not All)
Custom Programs No Yes

Google won’t want to kill the tools out there, but with DoubleClick opening up to other search engines it will soon become a key contender in the bid management space. I can say out of my experience that the Google Automated rules are a breeze if applied correctly and really does wonder to your account – no need to upload/download keywords/ads into a3rd party tool. and, if the website you are driving traffic to is using Google Analytics – the scenario becomes even more favorable.

Incase you contest that Google cannot do dynamic page based keyword generation or ads and you have to go via the API to build it. Well, Google recently introduced ‘dynamic search ads‘. Its a bit different than traditional automated ads; but also works very well. Still in Beta, but am sure the end result is going to be again – simple & useful.

All in all – Google is out there to learn from the tools and deploy…and they will continue to co-exist until such time.