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Integrating Tweets into your display advertising is an excellent way to run promotions that change regularly. You can Tweet your message instead of creating a new creative.
As the social media platform continues to evolve we are seeing further integration between ‘social’ and other forms of online advertising. A great way to grow your Twitter follower base is to use the social templates in the Google AdWords Display Ad Builder.
If you are running a display advertising campaign on the Google AdWords content network you have the option of creating banners using their Display Ad Builder. One of the main benefits of this tool is being able to include your latest Tweets in the advert.
This tool is an excellent resource for companies that don’t have design teams to create real time banners to ‘sell the click’ to potential buyers. It will also help promote a special offer with Tweet updates to entice further sales.
For example, a magazine publisher could offer 10% off their first 100 subscriptions in January. They can update their account with Tweets to create urgency around the ‘call to action’. Each day you can update the creative saying ’90 subscriptions left’, ‘81 subscriptions left’. Having the option to change an advert with real time tweets gives flexibility to change the offer and test the best CTR.
If you don’t have the resources to test multiple banners this is the next best thing. You can test tweets and find out which ones bring in the best conversions. This is ideal for companies without a graphic designer or dedicated conversion optimiser.
The social template can help you build a valuable list of Twitter followers (instead of a direct sale). This approach will allow you to engage with Twitter users and schedule retargeting campaigns. In the long term the ROI of a Twitter follower may be greater than a click through to your own landing page.
The social templates are really useful if you want to run timely promotions that change daily. They also give organisations the opportunity to test different creative without the need for a complex design or added cost. The added benefit is the ability to build a list of Twitter prospects for further re-targeting.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.