B2B global e-commerce has become increasingly prevalent in today's digital landscape. As businesses expand their operations across borders, they are embracing the benefits of online platforms to connect with customers worldwide. However, customer adoption and retention in this highly competitive environment pose significant challenges.

To overcome these challenges and drive success in B2B global e-commerce, businesses must employ effective strategies. To achieve this, a broad understanding of the B2B e-commerce landscape and acknowledgment of the complexities of this landscape is essential. In this blog article, we will explore the strategies behind boosting customer adoption and retention for B2B e-commerce businesses while sharing our experiences at Marin Software.

Mastering B2B E-Commerce

B2B e-commerce is intricate and varied. The first step to a successful outcome is to master the key elements of what makes a great B2B e-commerce strategy for acquiring and retaining customers.

Understanding online consumer behavior is key. Today's consumers are tech-fluent and seek personalized experiences. They want to find what they need swiftly and simply, whether through a search engine, social media, or an e-commerce site. Businesses must adjust their marketing strategies to meet these evolving needs. 

Competing in the B2B E-Commerce Space

Understanding the competitive nature of B2B e-commerce is also crucial. With companies constantly battling for digital consumer attention, understanding the competition allows businesses to strategically position and distinguish their brand. To stay ahead, companies must use innovative tools and technology, a process made easier with Marin Software's platform. Real-time data and insights allow businesses to monitor competition and identify growth opportunities.

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Keeping Up with Tech Developments

Staying current with technological developments in B2B e-commerce is essential. As technology evolves, new online advertising opportunities arise. Keeping up with search engine algorithm advancements, social media trends, and new e-commerce platforms can provide a competitive advantage. Marin Software eases this task, offering a platform that integrates effortlessly with the latest technologies and helps businesses capitalize on emerging trends and opportunities.

E-Commerce Regulations

Understanding the regulatory environment in the B2B e-commerce space is a key component to not only success, but simply the ability to continue operations at all in the B2B space. Online advertising is heavily regulated, with policies varying from region to region. Failure to comply can lead to hefty penalties and harm to a business’s reputation. 

In sum, mastering B2B e-commerce involves understanding online consumer behavior, knowing your competition, staying current with technology, and understanding regulations. This is the first step to creating effective strategies for customer acquisition and retention.

The Importance of Data-Driven Marketing

Data-driven marketing is no longer an option; it's a vital component for successful online advertising campaigns. Let's explore why.

The Role of Data in Marketing

Today's marketing is all about the quantity and quality of data the business has access to. Data provides a detailed view of your customers, including their behaviors, preferences, and purchasing habits. Instead of guessing what your customer wants or needs, data provides the answers. This information helps businesses identify specific audiences, create personalized campaigns, and understand current market trends. 

Converting Data into Action

Having a lot of data is helpful, but understanding how to use it effectively is key. Tools like Marin Software are great for such use cases. We transform raw data into actionable insights, guiding businesses to understand the data and use it effectively. By simplifying complex data, information can be transformed into valuable insights that drive your marketing decisions.

For instance, if the data indicates a specific product is popular among a certain age group, you can modify your marketing strategy to target that demographic more accurately. Similarly, if customers are abandoning their shopping carts without purchasing, you can investigate the reasons and adjust accordingly. 

Data-driven marketing enables strategic, informed decisions that enhance customer adoption and retention. The key is to create actionable steps using the data that's collected.

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Customer-Centric Advertising: Why It Matters

Embracing a Customer-Centric Approach

Marin Software prioritizes customer-centric advertising, an approach that places the customer at the center of all marketing efforts. This approach differs from traditional methods that focus primarily on the product or service. Instead, customer-centric advertising seeks to understand and meet the customers' needs, ensuring they feel valued and appreciated.

Unlocking the Potential of Personalized Content

In today's saturated market, great content truly moves the needle. Businesses should utilize customer data and deliver personalized advertising content to attract their attention. By understanding a customer's browsing habits, preferences, and purchasing behavior, businesses can create content that resonates with the customer. Personalized advertising can set businesses apart, attracting new customers and increasing retention. It demonstrates that a business recognizes and values the customers' unique needs and individuality.

Building Customer Relationships through Relevant Advertising

Customer-centric advertising also involves building and maintaining robust customer relationships through relevant advertising. Presenting products or services that match a customer's needs or interests shows that a business values its customers. Relevant advertising can foster customer loyalty. Customers who feel understood and provided with suitable solutions are more likely to remain loyal. Marin Software understands the importance of customer-centric advertising and provides businesses with the necessary tools to create relevant, personalized content that strengthens customer relationships and increases retention.

Customer-centric advertising is an effective strategy to enhance customer adoption and retention. It involves understanding and valuing the customer, delivering personalized content, and fostering strong relationships through relevant advertising. 

Integrating Search, Social, and E-Commerce Advertising

At Marin Software, we promote the integration of search, social, and e-commerce advertising, offering a powerful solution for comprehensive marketing. Our unified platform enables businesses to manage their advertising efforts seamlessly across these vital areas, contributing to consistent brand messages and an enhanced customer experience. 

Unified Advertising: Broadening Your Reach

Integrating search, social, and e-commerce advertising offers the key advantage of broadening your brand's reach. Every added channel in your marketing mix introduces a new opportunity to interact with potential customers. Search engine advertising targets users actively searching for your products or services. Social media advertising offers an engaging, conversational setting for users. e-commerce advertising connects with an audience ready to make a purchase.

Consider this approach as casting a wider net. Increasing the number of channels utilized allows for a broader customer outreach. With Marin Software's platform, you can manage all your marketing efforts in one place, saving time and resources, and maintaining a cohesive strategy.

Establishing a Consistent Customer Experience

Integrating search, social, and e-commerce advertising also leads to a consistent customer experience. Customers interact with brands across multiple touchpoints. They might first encounter your brand on social media, research your products on a search engine, and finally make a purchase on your e-commerce site.

Marin Software's integrated platform allows for a smooth transition between these touchpoints. You can ensure consistent messaging and branding across all channels, which enhances brand recognition and trust. Additionally, it enables accurate tracking of the customer experience, providing valuable insights into customer interactions with your brand. 

A unified advertising approach also allows for quick responses to changes in customer behavior. If a user clicks on your ad on a search engine but doesn't make a purchase, you can retarget them with a personalized ad on social media. This cross-channel strategy boosts conversion chances and improves the customer experience.

Marin Software's unified platform simplifies the integration of search, social, and e-commerce advertising. Whether your goal is to broaden your reach, establish a consistent customer experience, or streamline your marketing efforts, we offer the tools necessary for success in advertising.

Advance Your B2B E-Commerce Success

B2B e-commerce is a competitive landscape, especially as businesses attempt to explore across borders. It's important to come up with the right strategies to find new customers and hold on to existing ones. Start by comprehending the intricacies of digital marketing, finding actionable insights based on data, and prioritizing customer-focused advertising. When ready, integrating marketing channels through a tool like Marin Software can take it to the next level.

Take advantage of this opportunity to elevate your business with tailored, data-informed marketing strategies that resonate with your audience. Remember, excelling in B2B e-commerce isn't about matching the competition—it's about staying one step ahead.

Begin benefitting from targeted online advertising with Marin Software. Partner with us now and witness a transformation in your marketing approaches!

Video content has become an important way to connect with audiences and tell your company's story. YouTube, with millions of users logging in each day to watch videos on topics they care about, is a fantastic platform for doing this.

When using YouTube to share your company's message, it's crucial to ensure your channel and videos reach as many people as possible. This isn't just about getting more views, but about connecting with the right audience - those likely to be interested in your products or services and may become customers in the future.

Whether you're new to YouTube marketing or looking to enhance your existing strategy, these tactics provide actionable steps to help you promote your company's YouTube channel effectively.

Mastering YouTube SEO

Understanding YouTube's algorithm is the first step to optimizing your channel. YouTube primarily bases its video recommendations on watch time and viewer engagement. This means your videos should captivate your audience's attention and encourage interaction. Your content should also align with your audience’s tastes, interests, and preferences, as YouTube prioritizes relevance.

For YouTube-specific keyword research, consider using tools like Google Trends or tools built for YouTube like TubeBuddy. These can help you identify trending topics and keywords in your industry. Once you have these keywords, weave them into tags, descriptions, and even the titles of your videos. However, it's crucial not to overuse keywords as it can make your content seem spammy and affect your reputation negatively.

Never overlook your video thumbnails and titles. They are the first things potential viewers see and can significantly influence their decision to click on your video. Your thumbnail should be engaging, clear, and accurately reflect your video content. Your title should also be captivating and include your target keywords. It's not enough to just attract viewers - you need to attract the right viewers. Finally, your thumbnail and title should tie into the content of the video. 

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Partner with Influencers and Brands

Expanding your YouTube channel's reach often involves building strategic partnerships. Collaborating with influencers and brands in your industry can bring fresh eyes to your content. However, it's crucial to align with those who share your target audience.

Begin by finding relevant YouTubers in your industry or niche. These influencers command a following that could overlap with your target audience. Search for popular videos related to your industry or utilize tools like SocialBlade or ChannelMeter to find influencers with a robust presence in your niche. Ensure you research the influencer's credibility and engagement rates before initiating contact.

Consider guest appearances and collaborations next. Joint projects, like co-hosting a live stream, can merge audiences and extend your reach. Another option is a video crossover, where both parties feature in a video on each other's channels. As you plan these collaborations, consider what you can offer the other party - it could be unique insight, a shared promotion, or an exciting project that their audience would enjoy.

Engaging with your collaborator's audience is key. Participate in the comments, respond to queries, and show interest in their thoughts and opinions. This interaction can build a stronger relationship with this new audience and increase their chances of becoming dedicated followers of your channel. In a society where people seek connection, showing that you're more than just a brand can significantly enhance your YouTube presence.

Use Social Media Platforms Effectively

Boosting your YouTube channel can be as simple as using your existing social media accounts. If you have a presence on platforms like Instagram, Twitter, or Facebook, you can use these to promote your YouTube videos. Sharing snippets of your videos, behind-the-scenes clips or upcoming content trailers can arouse curiosity among your followers, encouraging them to visit your YouTube channel.

Direct promotion aside, active participation in relevant online communities can also be beneficial. There are numerous Facebook groups, Reddit communities, and online forums discussing topics related to your industry. By offering valuable insights in these discussions, you can encourage community members to visit your YouTube channel. However, ensure your participation is genuine and not merely an advertisement for your channel.

Consider social media ads to further promote your YouTube content. Although this is a paid method, it allows you to reach a targeted audience effectively. You can specify your target audience's demographics, interests, and online behaviors, attracting them to your YouTube channel with engaging visuals and concise text. Ensure the ad's message is straightforward, and always link directly to the content you're promoting.

Integrating Email Marketing

Tying your YouTube channel in with email marketing campaigns can be a great way to promote your channel. This direct communication with your subscribers can boost engagement and increase views. Even better, since they are already in your contact database, your chances are even greater that they have immediate interest in the video content you are sharing.

Embedding Videos in Newsletters

Consider embedding YouTube videos into your email newsletters. Visual content can be 800% as engaging as plain text and offers a refreshing change for your subscribers. However, ensure that the video aligns with the email's theme or message. A short introduction can provide context and pique the reader's interest.

Even if the video doesn't play directly in the email - a common occurrence due to varying email client capabilities - don't worry. Instead, a thumbnail that links to the YouTube video appears, driving traffic to your channel and potentially increasing watch times.

Offering Exclusive Content for Subscribers

Exclusive video content for your email subscribers can make them feel valued. This content might include behind-the-scenes footage, early access to new videos, or specially made videos for your email list. Think about including special discounts or promotions in these videos. It can prompt more people to join your email list and boost your YouTube engagement.

Remember, though, not to inundate your subscribers with emails. Stick to a regular yet reasonable schedule. That way, subscribers look forward to your emails and, crucially, your YouTube content. Consistency and enjoyment are key when promoting your YouTube channel.

Engage With Your Audience

Establishing a robust relationship with your audience promotes your YouTube channel effectively. Engagement lies at the heart of this relationship, making viewers feel valued and part of a community.

Respond to Comments

At a basic level, responding to comments on your videos is crucial. Active participation in conversations encourages viewers to interact more. Answering questions, showing gratitude for their support, or merely acknowledging feedback, each response strengthens your rapport with your audience.

Don't hesitate to dig deeper. Encourage interaction by asking questions, creating polls, and inviting opinions. This tactic not only fosters more engagement but also offers valuable insights into your audience's preferences.

Host Live Sessions and Q&As

Live sessions and Q&A's provide another excellent engagement opportunity. Hosting a live event on YouTube enables real-time interaction with your audience. These sessions can be an enjoyable, interactive way to share updates, answer questions, or simply chat.

Remember, the goal is to forge a meaningful connection. Be genuine and show your audience the people behind the brand, fostering loyalty and retaining viewers.

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Analyze Feedback and Adjust

Always analyze feedback and adjust your strategy accordingly. Viewer comments, likes, shares, and video analytics can offer valuable insights. What content do they love? What are the things they have an aversion to? Use these insights to refine your content and cater to your audience's wants.

Investing time to understand and engage with your audience can significantly impact your success. After all, a loyal, engaged community forms the backbone of a successful YouTube channel.

Paid Advertising and Sponsored Content

YouTube Ads help you connect with a specific audience. Ads can be tailored and developed according to factors such as location, age, interests, among other parameters. YouTube provides various ad types such as display ads, overlay ads, skippable and non-skippable video ads, bumper ads, and sponsored cards. It's best to begin with a manageable budget and adjust based on the performance of your channel.

Another effective method to promote your YouTube channel is through sponsored video content. Collaborating with relevant brands can yield mutual benefits. It's essential to maintain transparency in your sponsored content, as it fosters trust with your audience and enhances the response to your promotions.

Additionally, integrating affiliate links and promotional codes into your videos can be beneficial. This strategy promotes another company's products or services while offering value to your viewers. Remember, successful promotion hinges on a balance between engaging content and your promotional endeavors.

Achieve Visibility: Expand Your YouTube Channel Now

Escalating your presence on YouTube may seem easier said than done, but the right strategies can simplify this task. Tactics including SEO optimization, strategic partnerships and authentic engagements with subscribers paint different paths to your channel's expansion. Remember, growth takes time. Start small - apply one strategy, analyze its effect and slowly integrate additional techniques. Remain flexible, prioritize your audience's needs, and don't forget to enjoy the process. Your YouTube channel isn't just a platform for showcasing your expertise; it's a space to share your narrative and form meaningful relationships. To see how Marin Software can help grow not just your YouTube channel, but also your brand, visit us here.

2024 promises to be marked by technological breakthroughs redefining the e-commerce landscape. Artificial intelligence (AI) and machine learning should be a primary focus, enabling personalized shopping experiences that cater to individual preferences and needs. Backed by advanced AI algorithms, chatbots, and virtual shopping assistants will engage customers in real-time, providing instant solutions and recommendations. 

Additionally, integrating augmented reality (AR) and virtual reality (VR) technologies will bridge the gap between online and offline shopping experiences. Shoppers will be able to try on clothes virtually, visualize items in their living spaces, and make more informed purchase decisions.

In this rapidly evolving e-commerce landscape, staying ahead of the game cannot be overstated. The competition is significant, and consumer expectations are growing unprecedentedly. Businesses that fail to adapt risk becoming obsolete or losing their market share to more innovative players. To help, we've identified some key e-commerce trends you should be aware of for 2024.

Utilizing descriptive research

Data-driven insights and strategic decision-making are vital for e-commerce businesses, and descriptive research is a powerful tool to help navigate the intricacies of the digital marketplace. Comparable to its usage in diverse fields like social sciences, linguistics, and academia, descriptive research offers a structured investigatory model that can significantly benefit e-commerce enterprises.

Descriptive research, a well-established investigatory approach, empowers e-commerce businesses to comprehend their operating environment holistically. Whether it's deciphering consumer behaviors, market trends, or product preferences, this method enables online stores to dive deep into the "who, what, and where" aspects of their target audience. AI stat findings on customer service and sales roles show some interesting findings. For example, did you know that 84% of customer service/sales professionals in the U.S. don’t have an A.I. policy in their company? This can unlock new ideas and drive new actions. Companies can unveil critical insights that guide their strategies and initiatives by amassing comprehensive knowledge about these dimensions.

Translation for e-commerce

For online businesses seeking to tap into global markets, localization has emerged as a pivotal strategy for success. At the heart of this strategy lies e-commerce translation–a powerful tool that bridges language gaps and transcends cultural barriers to create a deeply personalized and resonant experience for consumers worldwide.

E-commerce translation is more than just converting words from one language to another. It encompasses a holistic approach beyond linguistics, diving into the heart of cultural nuances and preferences. A localized experience, in this context, signifies a meticulous adaptation of content, products, and services to align with a specific market's unique needs and expectations.

Showcasing reviews on your site

In e-commerce, digital interactions replace physical touchpoints. As a result, trust and credibility are incredibly important. With customers unable to physically inspect products or gauge the authenticity of a brand, the need for assurance is paramount. This is where the strategic display of showcasing reviews on your e-commerce website becomes not just a choice but a crucial element in building customer confidence and driving conversions.

Humans are inherently social creatures who seek validation from their peers before making decisions. Reviews provide this validation, offering prospective customers insights into the real-life experiences of others who have interacted with your products or services. When customers encounter positive reviews from their fellow consumers, it creates a sense of trust and authenticity around your brand.

Positive reviews act as social proof, reassuring potential buyers that they are making a sound choice by considering your offerings. In a crowded online marketplace, where options are abundant and competition is fierce, showcasing reviews becomes a way to differentiate your brand as a trustworthy and reliable choice.

Leveraging AI and machine learning

The true e-commerce game-changer in 2024: artificial intelligence (AI) driven personalization. To stand out and forge lasting connections, businesses are harnessing AI to curate tailored consumer experiences that cater to individual preferences and needs.

The age of mass marketing and generic customer interactions is waning. Consumers today seek more than just products; they crave meaningful engagements that resonate with their unique identities. Let's say you want to start a wax melt business, which means operating in a very competitive field. To stand out from the crowd, you'll need to truly capture the hearts of your customers, speaking directly to their desires, aspirations, and preferences.

At the heart of AI-powered personalization lies customer data–a treasure trove of insights waiting to be unlocked. Businesses gain valuable insights into individual behaviors, purchase histories, browsing patterns, and more by collecting and analyzing data from various touchpoints. This data forms the foundation upon which personalized experiences are built.

Machine learning algorithms, a subset of AI, excel at uncovering intricate patterns within these vast datasets. By recognizing subtle correlations and predicting future actions, these algorithms enable businesses to tailor recommendations, content, and offerings to each customer's unique profile. This dynamic interplay between data and algorithms facilitates a level of personalization that was once inconceivable.

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Why you need brand awareness

As we've mentioned above, countless brands are vying for your customers’ attention. Brand awareness–the measure of a brand's visibility and familiarity among its intended audience, encapsulates the extent to which a brand is recognized via its name, logo, or products. This familiarity isn't merely a superficial badge of recognition; it's a powerful psychological association influencing consumer perceptions, decisions, and loyalties.

The expansiveness of the online marketplace brings forth an inundation of options, rendering consumers spoilt for choice. Amid this abundance, your brand awareness strategy becomes a guiding light, helping consumers confidently navigate the digital landscape. A strong brand presence ensures that your brand stands out in the sea of options as a reliable and recognizable choice. It's a beacon directing consumers toward familiar territory, enabling them to make secure choices.

Control your marketing with AI power

Along with these important 2024 trends, consider how Marin can help you sell more via a platform that unifies the fragmented world of performance marketing. We offer everything you need to take your performance marketing to the next level, so let us help you today.

Are you looking to turn your B2B content marketing initiative into a sales-generating machine? 

As a B2B marketer and business owner, you must understand content personalization for B2B audiences. And more importantly, you need to understand how to tailor your content to your B2B target audience. 

Over time, nurturing your audience using personalized content can encourage brand advocates and loyal customers, positioning your brand as an industry authority. 

If you’re ready to help your audience feel seen and hit your sales goals, stick around for six simple steps you can follow to embrace personalized marketing.

Understand your target audience profoundly 

Who is your audience, really? Why are they ideal customers? What struggles do they face? What businesses do they run? What do they need help with? How can you provide tailored support that meets their needs? 

Without a clear understanding of the answers to these questions, you won’t be able to tailor your content to your audience’s unique preferences and needs. 

But you also need to dig a bit deeper. 

Use SEO tools to discover your audience’s top searches and pain points. SEO tools can be incredibly useful for creating a content personalization strategy for B2B sales. By utilizing these tools, you can gain valuable insights into your target audience's search behavior, identifying the topics, keywords, and phrases most relevant to them.

Use these insights to inform your content creation process and build out your target buyer persona. By tailoring your content to your audience’s specific pain points and addressing their questions, you can do your part to ensure they feel heard, understood, and cared for. More on this in a bit.

Personalize your branding to your audience 

Give your B2B audience a complete personalized experience by tailoring your branding to their preferences. 

Pro-Tip: Save time personalizing your brand’s look and feel using an all-in-one branding solution like Tailor Brands

With Tailor Brands, you can design a custom logo, build a website, create digital business cards, and print branded merch — all of which will have a unified look and feel.

Consider adding elements that resonate with your audience's personal interests and experiences. For example, if you've noticed that a significant portion of your clientele shares an affection for comfort food, integrating a banana bread motif or imagery might make your brand feel more relatable and homey. For instance, look at how Semrush, a popular SEO tool suite, uses a bright and playful website theme to target energetic marketing teams.

Screenshot of Semrush website.
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These branding elements also carry over to their merch. Even the socks look identical to the website homepage.


Here are some additional tips you can use to personalize your branding to your audience:

  • Create a branded style guide your marketing and design team must adhere to when planning campaigns 
  • Create a banner at the top of your website’s home page that addresses a pain point and provides a personalized solution, i.e., “Tired of planning your sales calls in spreadsheets? Use our Smart Sales platform and never touch a spreadsheet again”
  • Plan and integrate tailored value statements and calls to action (CTAs) throughout your blog, social media content, landing pages, and ads 

Plan content pillars that cater to your audience’s preferences and solve their pain points 

Review the top searches and pain points you discovered in your SEO research from step one. 

SERP research screenshot.
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Use these insights to plan main topics (the keywords you hope to rank for), content pillars (your go-to benchmark pieces), and clusters (relevant content used as sub-topics to support your content pillars). For instance, if you sell project management software, then you might have planned the following:

Audience insight 1: Our audience is always on the hunt for features that can help them save time planning project timelines.

A couple of the main topics we pulled include: “Project timeline” and “timeline planning”.

With this in mind, our content pillars will be: “How to Create A Project Timeline in An Hour Or Less” and “X Ways To Speed Up Timeline Planning”.

Our clusters will include:

  • Timeline views
  • Timeline integrations
  • Building mini-project timelines
  • Timeline FAQs

Audience insight 2: Our ideal customer dreams of interacting with clients and stakeholders within their Work OS. 

A couple of the main topics we pulled include: “Client portal” and “In-app messaging”.

With this in mind, our content pillars will be: “How to Set Up Your Client Portal” and “Say Goodbye to Email with In-App Messaging”.

Our clusters will include:

  • Client portal integrations 
  • In-app messaging integrations
  • Client portal best practices 
  • In-app messaging FAQs

Don’t forget to solidify your CTAs when drafting your content to encourage more sales. Place CTAs in your article conclusions, at the end of your social media posts, and throughout your email campaigns.  

Pro-Tip: Have no idea how to do any of the above? Reach out to an SEO agency or strategist for support.

Schedule topics as blog posts and repurpose them as social media posts and email campaigns 

Once you’ve planned your main topics, content pillars, and clusters, use marketing automation platforms to schedule them as blog posts on your B2B blog. 

Then, repurpose snippets from your blog assets and schedule them across your B2B socials and in your B2B email campaigns. Make sure your repurposed content looks native to the channels you’re publishing them on. 

Repurposing content graphic.
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Work with subject-matter expert writers that have a firm grasp on your style guide, content goals, and audience. If you’re planning a massive content initiative, consider hiring account managers or project managers to help you organize this process as strategically as possible.

Don’t forget about graphics, images, and videos, too.

Add value-driven screenshots and custom images to break up text and illustrate main ideas. Or consider creating a series of videos based on your clusters or incorporating mini-explainer videos into your email marketing campaigns and social media posts.

And if you serve a global audience, you can use human-like AI voices to create videos in multiple languages and dialects to show your commitment to creating personalized content. 

Differentiate between demand-generation content and lead-generation content and plan accordingly

Which topics or individual assets will you “give” away without asking for anything in return? Which topics will you reserve as gated pieces, otherwise known as lead magnets, where you’ll expect contact information in exchange for a download or freebie?

Get clear on which content pieces you’ll reserve for list-building campaigns and which ones you’ll post openly. Striking the right balance can help you cater to B2B target customers during all marketing funnel stages. 

For instance, if you’re a new business, consider starting with mostly demand-generation content (un-gated assets) to start the process of building awareness and trust with your audience. Over time, consider weaving in lead-generation content (gated assets) to give your audience more value and nurture them closer to conversion. 

For example, if you’re a sales coach for sales directors and managers, then you might offer helpful sales strategy infographics, sales tips, and sales analysis insights on your LinkedIn page, Twitter, and blog without asking for anything in return. 

To encourage potential customers to hand over their contact details, you might consider creating an eBook or a sales playbook to use as a lead magnet. You could also offer ultimate guides, webinar tickets, and sales worksheets as additional gated content offers. 


Pro-Tip: Don’t forget about running ads! Meet with an ad specialist with experience in your industry to plan pay-per-click campaigns and other relevant ads.

Link up with pros who serve your audience 

Gain more traction by reaching out to pros that serve your target audience and have cultivated a loyal following. 

Consider linking up with: 

  • B2B outreach experts
  • B2B link-building pros
  • B2B affiliate marketers 
  • B2B influencers 

Take this tip up a notch by starting a user-generated content (UGC) campaign. Or, better yet, ask B2B influencers to run UGC campaigns on your brand’s behalf.

Wrap up 

And there you go! Today we covered how to create a personalized content strategy to help inspire B2B sales. 

Your next order of business? 

Meeting with your marketing team to discuss the steps we covered today. Before embarking on this journey, it’s important to make sure everyone’s on the same page. It’s also crucial that the marketers on your team understand their unique roles in personalizing content and helping you drive this campaign forward. 

Continue monitoring your content and look for ways to further personalize it to your audience. Consider dedicating marketing analysis to a few experienced team members so you can make the most of your personalization efforts. That’s it for now, friends. To your success!

First-party data is a valuable asset for businesses, but it has to be used ethically and responsibly. In this blog post, we'll explore the importance of responsible data practices and how businesses can leverage first-party data in an ethical way. From transparency to data security, we'll examine the key factors that businesses need to consider when using first-party data.

The importance of responsible data practices in the age of data privacy

Businesses use a variety of first- and third-party data to deliver better experiences to their customers. Modern customers demand personalization when interacting with brands and it can be challenging to deliver this without an in-depth understanding of their preferences and behavior. 

However, businesses must learn how to collect and use customer data responsibly. A recent survey revealed that 79% of American consumers are either very or somewhat concerned about how businesses use the data they collect. Responsible data practices can go a long way towards alleviating these concerns and make customers more receptive to data collection techniques that companies employ. 

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How to use first-party data ethically: Best practices for businesses

Most businesses understand that they need to use data responsibly but can be unsure of how to do so. These five tips will help you collect, store, and analyze customer data in an ethical and acceptable manner: 

Understand and communicate why customer data is collected

Before a business can begin to justify the reasons it collects customer data, it needs to understand those reasons itself. Once a business understands its reasons for collecting customer data, it can define its data collection policies with much more precision and purpose. 

However, it is not enough to simply have these policies for internal use. These policies have to be communicated in simple and understandable terms to customers. 59% of customers said that they have little or no understanding of what companies do with their data. Well-designed and executed data policies can help to educate customers about what is done with their information and how this can help them receive better shopping experiences. 

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Only collect data that is necessary for marketing activities

As customers become more cautious about giving their information to businesses, marketers have to be more careful about how they go about soliciting this data. More than half of American consumers are highly likely to walk away from a business if they feel like they are asked for particularly personal or sensitive information. 

Pro tip: As far as possible, limit customer data that is used for marketing. You can have individual profiles for each customer with highly detailed preference data and shopping behavior without the need for identifying information such as telephone numbers or addresses. 

Data Privacy and Data Security statistics
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Give users control over what they share with businesses

Modern customers are often frustrated with the lack of control they have over their own information. 81% of consumers said they believe they have little to no control over what data companies collect. Businesses need to help customers feel like they have ownership of their information. 

Pro tip: Always ask your customers for consent before you collect information from them. While businesses are required to inform customers when they use cookies to collect information, you should go further than that and hand control over to your customers. Let them decide what information they are comfortable sharing with you. 

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Implement strong data security measures to protect your customers

Businesses operating in the digital era collect staggering amounts of customer data. This data can sometimes include highly sensitive and personal information. Customers entrust businesses with this data and they expect companies to treat this information with the care it deserves. 

It is crucial that companies have strong data protection and security measures in place. Any business that is hit by a data breach can find themselves paying for fines and losing the trust of their customers, who might simply choose to purchase products from competitors instead. 

Communicate any policy changes with all customers

Legislators introduce new laws and regulations regarding customer data protection all the time. In response, businesses can change how they collect data or the extent of information they gather. When these changes happen, businesses should quickly communicate these changes to their customers. Customers who are kept in the loop regarding how their data is used are more likely to be comfortable sharing information with businesses. 

Balancing data collection and privacy: Finding the right approach for your business

Data collection is unavoidable for any modern business. Here are some steps you can take to ensure that your business’ data collection practices respect your customers’ desire for privacy and security: 

Unify customer data from across information silos 

When customer data is scattered across different silos or systems, it becomes challenging for businesses to have a comprehensive view of how it’s being collected, stored, and used. Consolidating customer data into a unified system allows businesses to implement robust security measures such as encryption, access controls, and authentication mechanisms to protect against unauthorized access and data breaches. 

Pro tip: Centralize data to make it easier to monitor and audit data handling processes, ensuring compliance with privacy regulations such as GDPR, CCPA, and other industry-specific data protection requirements. 

Use AI to plug the gaps between data points instead of collecting more data

AI algorithms can quickly process vast amounts of data and identify patterns, insights, and predictions that would be nearly impossible to detect manually. This ability to automate data analysis at scale creates opportunities for businesses to build detailed customer profiles without relying on intrusive data collection methods.

AI can help businesses harness insights from diverse data sources, including public data, CRM data, web behavior data, and more. By leveraging data from multiple sources, they can create a 360-degree view of the customer, which includes their demographics, behavior, preferences, interests, purchase history, and more. This view offers a way for businesses to understand their customers more deeply, anticipate their needs, and deliver personalized experiences.

Build a culture of responsible data collection and utilization

To balance data collection and customer privacy effectively, businesses need to build a culture that prioritizes responsible data collection and utilization. This involves ensuring that all employees understand the importance of data privacy and are trained on proper data collection and utilization practices. By promoting a culture of responsibility, businesses can minimize the risk of data breaches and build trust with their customers.

Deliver value to your customers in exchange for their data

Customers recognize that data sharing is an inevitable part of interacting with a business in the digital age. However, businesses should never take this for granted. It is important that customers understand and feel the benefits of sharing their data with businesses. If a customer receives marketing messages that are irrelevant to them or are inundated with advertisements they are not interested in, it can feel like the data they share with businesses is not being utilized well—and there is no incentive for them to share it at all. The margin for error for marketers can be extremely slim since customers view astounding amounts of marketing information on a daily basis. 

Collaborate with technology providers to improve data management

Between the processes required to collect, store, analyze, and maintain data pools, data teams are stretched. Businesses can reduce the strain on data teams by only keeping critical data processes in-house and partnering with technology providers that can help with more specialized data management systems. 

As businesses grow and generate increasing amounts of data, managing and analyzing that data can become challenging. Technology providers can offer scalable solutions to accommodate the growing data volumes and provide the necessary infrastructure to store, process, and analyze data effectively. Additionally, collaborating with providers allows businesses to adapt their data management strategies as needs evolve.

How MarinOne can help marketers succeed by maximizing first-party customer data utilization 

MarinOne is an all-in-one advertising platform that combines the power of search, social, and eCommerce advertising into one unified system. The platform is designed to help marketers maximize the utilization of their first-party customer data, enabling more effective audience targeting, higher-quality leads, and better overall ROI on their ad spend. 

MarinOne's advanced features include cross-channel audience targeting, automated bidding, and analytics to help marketers make data-driven decisions. Through its comprehensive interface, MarinOne allows marketers to manage, optimize, and analyze their advertising campaigns across multiple channels seamlessly. 

With its advanced feature set and sophisticated data utilization capabilities, MarinOne empowers marketers to more effectively engage their target audience, drive conversions, and achieve their marketing goals. By leveraging powerful first-party data utilization capabilities, MarinOne provides a competitive edge that can help marketers succeed in an increasingly complex advertising landscape.

To get started today, schedule a demo with one of our MarinOne experts. 

The ad management tools provided by Google, Facebook, and even Amazon to manage paid media campaigns have come a long way. It wasn't too long ago that doing basic reporting, campaign management, or something as simple as bidding required you to look to a third-party platform.

But today, the publisher platforms offer great campaign management tools that help you get the most out of your investment in that channel. However, because they only function within that channel, there are a lot of limitations for cross-channel advertisers. 

This isn't to say that you shouldn't use the publisher tools. They’re an important part of your toolkit. But you’d likely benefit from expanding your workflows to include a cross-channel platform. Let's dive into the reasons why this is important…

Are publishers grading their own homework?

All of the publisher platforms offer automated recommendations on how to improve the performance of your campaigns. These are helpful – but if you look closely, they’re often aligned with increased spending, not necessarily increased performance for your business. For example, consider recommendations that focus on click-through rates. Yes, having a high click-through rate is great. But if those clicks won't turn into revenue, you may spend more for no additional return. It’s better to have recommendations that are based on your business goals. Did you get to grade your own homework? Do you ask the barber if you need a haircut? Of course not! So why would you ask the publishers where you should allocate your budget?

Is your measurement keeping up with evolving privacy trends?

Since the demise of cookies, publisher tools have had a much harder time tracking conversions. Google Ads now employs conversion modeling techniques that use aggregated data to estimate conversions. While they’re trying their best, it's in your business’s best interests to use a first-party data measurement platform that can track conversions without cookies. 

Google Analytics is often seen as the industry standard for conversion and revenue tracking and it’s definitely the tracking option that many of Marin’s customers use. While we’re happy to integrate with Google Analytics, the rollout of Google Analytics 4’s new data-driven attribution model raised some concerns about the accuracy of its conversion data attribution.

The last iteration of Google Analytics, commonly referred to as Universal Analytics or GA 360, defaulted to a last-click attribution model. This attribution model was quite straightforward — it gave credit for a conversion to the last channel that the customer interacted with before converting. But the new Google Analytics 4 (GA4) defaults to a data-driven attribution model, which uses Google’s machine learning to assign partial credit to various touchpoints along the conversion path. This attribution model is much less straightforward, and there are concerns that GA4 may be underreporting conversion data from Google’s competitors like Microsoft Ads. 

In late September, Microsoft representatives emailed advertisers expressing concerns about the efficacy of GA4’s reporting on Microsoft Ads’ conversions and revenue. They noted that the shift to data-driven attribution was “causing potentially large discrepancies in conversion attribution reporting between Google’s tools (GA4 and Search Ads 360 (SA360)) and Microsoft Advertising.” They estimated that “the magnitude of underrepresentation is ~50%.” That’s a big discrepancy. The Microsoft representatives also noted that they “have seen cases where the move to GA4 has caused discrepancies even when clients continued to use last-click attribution” and therefore they “always encourage you to check Microsoft’s reporting for Microsoft conversions.” While they didn’t share any proof that Google Analytics is maliciously underreporting Microsoft Ads’ conversions, this sort of gray area, and Google-first bias, is exactly the sort of thing you can avoid by using a neutral first-party data tracking system like Marin.

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Are you sharing data that you shouldn’t be?

In order to get the most out of publisher bidding algorithms, you need to provide them with conversion and revenue data from your source of truth. Ideally, you’re giving the publishers enough information to understand the profitability of each click. However, how much data does a publisher account need to effectively optimize a campaign? And how much of your proprietary information do you really want to share with Google, Bing, Meta, etc.? When it comes to data privacy, understanding how your data is being used is more important than ever – but transparency from publishers is severely lacking.  A guaranteed way to capitalize on intelligent bidding without jeopardizing your proprietary data is to leverage a third-party tool like Marin. third-party tools offer a safe and secure space to store the data needed for optimizations, separate from the publisher platforms you're marketing on.

Are you doing repetitive work across platforms?

If you create and edit campaigns in one publisher tool at a time, you’ll be repeating workflows over and over again. Many of us have suffered through the process of creating multiple bulk sheets, and then uploading those sheets into each individual ad editor when launching a cross-publisher campaign. Then once that campaign is complete, exporting the front-end data from the publishers and backend data from Google analytics, unifying it into one Google sheet, then creating reports and data visualizations…These tedious processes used to be a rite of passage for entry-level paid search associates, but no one should have to suffer through that! Your team’s time is better spent working on strategy. From data collection to launching new campaigns to optimization, you’ll work more efficiently if you can execute these workflows all at one time, in one platform.

What is the modern PPC stack?

As the performance marketing world grows increasingly more complex, relying exclusively on publisher tools is a mistake. It forces you to work in silos, leaving you open to blind spots and wasted investment. The modern customer encounters many ads across multiple channels before reaching the bottom of the conversion funnel. Don’t you wish you had some sort of ‘referee’ to monitor your spend, ROAS, and CPA independent of publisher bias? 

That’s where a Marketing Data Pipeline, like Marin, can swoop in and make your life easier (and your ROAS better). Our omnichannel platform normalizes and organizes marketing data into a single source of truth – so your team can easily retrieve, examine, tell the story of, and act on insights from your data.

Marin brings all your data together under one roof. Then, it analyzes your performance across all your channels – and provides unbiased recommendations on where to spend your next dollar, how to better optimize campaigns, and more. Since we have no skin in the game, we don’t care which publisher you spend your money on. We care about your bottom line — getting the best return on advertising investment for your business.

Our clients typically have about 20% more time to focus on strategy after integrating Marin into their daily workflows. These time saving tools also drive an increase in revenue. It’s a win-win. 

Interested in learning more? Click here to schedule a demo with one of our experts!

For more than 20 years, companies have leaned on digital advertising to promote their products online. In fact, the digital advertising industry is currently worth more than $223 billion

This is a testament to the massive potential of digital ads to reach the billions of people who use the internet to read, browse, and shop. Nonetheless, digital ads have their fair share of flaws.

As a result, blockchain technology in digital advertising has entered the chat to help advertisers navigate these challenges for the better. This guide will explain the link between blockchain technology and digital advertising so you can make the most out of every campaign you run.

What is Blockchain Technology?

Blockchain is a shared database that features real-time information to countless peers across a network. Generally speaking, blockchain technology serves as a distributed ledger where multiple parties can access and verify transactions. 

Diagram of how blockchain technology works.
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Originally, blockchain technology was developed to build and sustain cryptocurrencies like Bitcoin. To understand the ins and outs of this‌ complicated technology, let’s peel back the curtain with a simple example to illustrate how a blockchain network works. 

Suppose you own Bitcoin and want to buy a pair of sneakers. Once you navigate to your favorite website and click the purchase button, blockchain technology will begin working to verify your purchase. 

In particular, a group of anonymous miners will process your transaction over the blockchain through a process called proof of work. Finally, the transaction will go through if you have sufficient funds to cover the purchase cost.

Side note: There could be significant tax implications if you purchase anything using crypto. For a comprehensive guide on handling cryptocurrency taxes, we recommend referring to reliable resources for more information.

The blockchain is the network where all of these processes take place. It’s a secure network that enables secure sharing. And blockchain is much different from traditional databases that are managed by a single entity.

But the best part? Blockchain technology isn't restricted to just crypto transactions or use in the financial services sector. And you’re probably wondering what this has to do with digital advertising. 

We’ll cover that in the next section. 

Blockchain Technology in Digital Advertising

The boom in native advertising isn’t without cause. The rise of digital platforms like the Internet and social media has created a global audience for advertisers. Nonetheless, this doesn’t come without its share of consequences. 

Advertisers face three critical problems when running digital campaigns:

  1. There are so many different players in the advertising space. First, there’s the advertising marketplace, publisher, and advertiser. Even ad exchanges act as liaisons between publishers and advertisers. These parties have their own interests, which complicates the digital advertising space. 
  2. Advertisers commonly use multiple ad marketplaces, meaning they often have difficulty attributing success to a specific platform. This scenario can make their jobs more difficult in optimizing campaigns across these different channels. 
  3. The rise of digital advertising has led to rampant ad fraud. Ad campaigns depend on authentic views and clicks for profit. Blurring the line between real and fake ad engagements can hamper a campaign’s success.

These three problems present a massive challenge for advertisers to overcome. Luckily, blockchain technology can help.

Now, let’s take a closer look at each of these problems and explain why there's a need for blockchain technology to spruce up industry standards.  

Too Many Parties Are Involved

Historically, print advertising was much simpler. All you had to do was hire an ad agency, and they'd create the content you wanted. From there, they’d pay for ad space in magazines, newspapers, TV, radio, billboards, etc. And then you’d pay the ad agency for their services.

Today, this process isn’t as cut and dry. It's messy with advertisers, online platforms, and millions of publishers looking to make the most bang for their buck. It’s complicated. And the whole process feels like you’re wading through mud (read: the opposite of transparent). 

The problem is that each party has its own interests. Everyone wants to make the most money. And that means taking money out of your pocket. You’re spending even more on platform fees, bidding costs, and other outlays that can severely decrease your return on investment (ROI).

Different Platforms Make It Difficult to Attribute Ad Success

Using multiple platforms to advertise your products and services is a fundamental way to increase reach and exposure. It’s also very challenging to determine which platforms are more successful and which need more refinement. 

Even though advertising platforms like Google, Microsoft, and Facebook have their own analytic dashboards, people take different journeys to interact with their favorite products and services. 

See for yourself — Google Analytics doesn’t have much insight into how people navigate to your ads other than listing the referral websites:

Snapshot of a Google Analytics’ referral sources report.
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Not everyone clicks on a display ad and buys a product immediately. Some take less direct pathways in purchasing, such as viewing and researching other products across social media platforms, before making up their mind. 

What makes attribution more confusing is that you must account for various streaming devices, such as smartphones, computers, and smart devices. Each device has its own buying journey. 

It becomes a major challenge to adapt your advertising strategy and improve your results without knowing exactly how your audience interacts with each platform you use. 

Ad Fraud is a Real Problem

The success of a digital advertising campaign depends on two metrics: views and clicks. As with anything online, advertisers can have their precious efforts ruined by bas actors and bots (read: ad fraud). 

Ad fraud contributes to $18 billion in lost revenue for global advertisers, which is expected to quadruple in the future.  

All advertisers face potential ad fraud in the form of:

  • Traffic hijacking takes clicks from your ads and sends them somewhere else.
  • Click farms and bots that assign views to your ads with no conversions.
  • Hidden ads that don’t showcase your products or services at all.

White publishers do their best to reduce these instances of fraud, but it remains a growing problem for advertisers. 

Why Blockchain Technology is the Answer

All of the problems we mentioned have a correlation — the lack of trust and transparency about the data you’re receiving from publishers and ad platforms. 

If you can’t trust your ad data, your campaign will inevitably misfire. Earlier, we explained what ‌blockchain is. Now, let’s dive into the blockchain solutions that help ‌mitigate these problems:

  • Open-source: Blockchain is a distributed network. That means that multiple parties have access to important data in the digital ledger. Using a blockchain network, you can receive authentic ad data you can trust without intermediaries. 
  • Transparent: All data across a blockchain network is visible to every participant — no more doubting the information you receive is fraudulent. 
  • Immutable: Blockchain data can't be altered. Again, this builds trust and stops fraudsters in their tracks. 
  • Automated: Algorithms relevant to your campaign can be carried out like blockchain transactions, making your campaign more efficient. 

Many companies have already switched to blockchain networks to improve the efficacy of their ad campaigns. For example, Toyota’s use of blockchain resulted in a 21% increase in ad performance for its key products. 

Blockchain technology is more than a financial apparatus. Its use cases are spiraling into many different industries, especially digital advertising, where it’s needed to combat fraud and inauthenticity. 

Blockchain Technology in Digital Advertising: A Sample Use Case

To help drive this point home, let’s look at an actionable example of blockchain in digital advertising.

With its decentralized nature and cryptographic security measures, blockchain is transforming the world of digital advertising as we know it. By cutting out intermediaries, it introduces a level of transparency and efficiency. 

This powerful technology also makes sure that ads reach real people, not bots, and significantly improves ad fraud prevention. And we all know that digital advertising and personal data go together like two peas in a pod.

This is especially true in the sensitive domain of student loans. Every click, every lead, and every opportunity to apply for a student loan can lead to a collection of valuable personal information. Unfortunately, where there's value, there's a risk of fraud.

A successful advertising campaign in the student loan sector requires more than just reaching the target audience. It requires building trust, showing integrity, and proving that, as an advertiser, you value the privacy of your customer’s data.

SoFi FAQs on customer data collection.
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That’s why innovative platforms such as SoFi can benefit from participating in this digital revolution. And thankfully, blockchain technology provides a robust framework for all of these aspects.

Blockchain offers greater transparency, prevents ad fraud, and can improve data security. 

However, it's important to note that despite the potential security measures offered by blockchain, setting up data backup and recovery strategies is also worthwhile. 

In particular, backup and recovery of data in the cloud can provide an additional layer of security, guaranteeing that your sensitive data is always accessible and protected, regardless of any problems or vulnerabilities.

The result? Happier customers. Less financial and reputational risk. And you’ll sleep better at night knowing your most sensitive data is safe and protected. 

Final Words

The intersection of blockchain technology in the marketing industry is clear.

Advertisers want more transparency in the campaigns they’re spending their money on. And there’s a sizable gray area due to oversaturation in the marketplace and bad actors trying to game the system.

Thankfully, the rise of blockchain technology helps to clear the muddy waters of online advertising and create a level playing field for everyone. 

So are you ready to jump on the bandwagon? How will you incorporate blockchain technology in your next advertising campaign?

Navigating the influencer landscape can be a complex task, especially when it comes to identifying the right influencers for your brand. This is where artificial intelligence (AI) comes into play. From discovery to engagement to analytics and more, AI tools offer powerful solutions that can greatly simplify and improve your influencer marketing process.

Whether you want to connect with prominent figures or discover the untapped potential of nano-influencers, AI can optimize these processes efficiently and accurately. In this article, learn how to effectively use AI tools in influencer marketing. We look at the role of AI in marketing, the key AI tools you can use, and provide step-by-step guides on how to incorporate these tools into your influencer marketing strategy.

Whether you're a seasoned advertising pro or a novice just getting started with influencer marketing, this guide will help you navigate the landscape easily and efficiently. Let's jump in!


Understanding AI in Marketing

Before getting into the details of the use of AI in influencer marketing, it's important to have a broader understanding of the role AI plays in the marketing world at large.

Artificial intelligence, or AI, refers to computer systems that can perform tasks that normally require human intelligence. This may include tasks such as understanding natural language, recognizing patterns, learning from experience, and decision-making.

Marketing uses AI to automate repetitive tasks, perform in-depth data analysis, and even create content. By analyzing vast amounts of data and deriving meaningful insights from it, marketers will be able to understand consumer behavior at a more granular level. For example, AI can segment audiences based on their behavior, preferences, and past interactions with brands, allowing marketers to deliver highly personalized content to each segment. It can also predict customer behavior based on past trends and patterns, enabling marketers to anticipate and proactively respond to customer needs.

AI also plays an important role in performance tracking and campaign optimization. It can analyze the performance of different marketing strategies, identify what is working and what is not, and suggest ways to optimize your campaigns to achieve better results.

AI automates these complex processes and provides valuable insights, enabling marketers to make more informed decisions and focus on creative and strategic tasks.

The Role of AI in Influencer Marketing

Now that we understand AI in the broader marketing context, let's narrow our focus and explore how it specifically impacts influencer marketing. Influencer marketing, once a manual and time-consuming process, has been greatly streamlined and enhanced by AI. Here's how:

Find influencers

Finding the right influencers is an important step in any influencer marketing strategy. AI sifts through massive amounts of data on social media platforms to identify influencers who align with brand values, audiences, and goals. It analyzes engagement rates, audience demographics, content relevance, and many other factors to find your perfect match. In all honesty, your best bet would be getting emails from YouTubers, just because they’re the most profitable type of influencer on the market, and they’re perfect for any email campaign, especially if you want great results right from the start!

Predictive analytics

AI tools can predict the success of influencer marketing campaigns by analyzing historical data and identifying patterns. It can provide insight into potential engagement rates, conversions, and ROI so marketers can optimize strategies and make data-driven decisions.

Performance Tracking and Analysis

Tracking the performance of influencer marketing campaigns can be complicated due to the large number of metrics involved. AI simplifies this by automatically tracking key performance indicators (KPIs), analyzing data, and presenting insights in ways that are easy to understand. This allows marketers to measure campaign effectiveness and make necessary adjustments.

Fraud detection

Unfortunately, influencer fraud is a common problem in influencer marketing. This includes influencers buying followers or using bots to increase engagement rates. AI detects fraud like this by analyzing patterns that humans might miss, ensuring you're working with real influencers.

Content optimization

AI analyzes which types of content generate the most engagement, helping influencers and brands create more content their audiences love. By integrating AI into influencer marketing, marketers can automate complex processes, gain valuable insights and significantly improve campaign effectiveness.

Step-by-Step Guide to Using AI Tools in Influencer Marketing

AI has made its place in influencer marketing, with numerous tools emerging, each with their own unique capabilities.

For example, AI tools like HypeAuditor and Klear are great at finding influencers. Analyze different data points like audience demographics and engagement rates to find influencers that fit your brand.

Predictive analytics is another strength of AI. Platforms like InfluencerDB and NeoReach use AI and historical data to predict potential influencer campaign outcomes such as engagement rates and ROI. AI also simplifies performance tracking and analysis. Tools like Traackr and Tagger provide advanced analytics to assess campaign performance and provide actionable insights.

Fraud detection is a very valuable feature. Platforms like HypeAuditor and SocialBakers use AI to detect influencer fraud and ensure trust in partnerships.

Finally, AI can optimize your content. Tools like Cortex and MarketMuse analyze your content's performance and provide insight into what resonates with your audience, helping you and your influencers create more engaging content. 

These are just a few examples of the possibilities AI tools offer for influencer marketing. Once you're familiar with these tools, feel free to experiment to find the best combination for your needs. 

Best Practices and Tips

Using AI tools for influencer marketing can greatly improve your campaigns. However, there are some best practices and tips to keep in mind to get the most out of them.

Understand your goals

Before you start, understand exactly what you want to achieve with your influencer marketing campaign. Goals guide the selection and use of AI tools.

Choose the right tools

Not all AI tools are created equal, and different tools may be better suited for different goals. Be sure to choose a tool that matches your campaign goals and audience. Ensure data protection:

It is critical to comply with data protection regulations when using AI tools. Always make sure that the tools you use comply with the GDPR or similar data protection laws applicable in your region.

Continuously learn and adapt

Both AI and influencer marketing are dynamic fields. Stay on top of the latest trends and continuously adjust your strategy to maximize campaign effectiveness.

Don't miss the human element

AI is powerful, but it needs to complement, not replace human judgment. Don't rely solely on AI for decision-making. Always check AI recommendations and use your intuition and expertise to make the final decision.

Testing and optimization

Experiment with different AI tools and strategies. Use the insights you gain to continuously test, learn, and optimize your campaigns for better results.

By adhering to these practices, you can effectively integrate AI tools into your influencer marketing strategy to not only reach your target audience but also ensure that you deliver content that truly resonates.


Future Trends in AI and Influencer Marketing

The interface between AI and influencer marketing is ripe for innovative trends. We expect more sophisticated personalization and predictive analytics powered by advanced AI technology. At the same time, the importance of speech and visual recognition will increase, and the analysis of video content will improve.
As virtual and augmented reality technologies mature, new avenues will open up for immersive influencer experiences. These advances focus on ethical data practices and transparency and address growing concerns about privacy and misinformation. Looking ahead, these trends highlight the transformative potential of AI in influencer marketing. 

Final Thoughts
The interface between AI and influencer marketing is ripe for innovative trends. We expect more sophisticated personalization and predictive analytics powered by advanced AI technology. At the same time, the importance of speech and visual recognition will increase, and the analysis of video content will improve. 

As virtual and augmented reality technologies mature, new avenues will open up for immersive influencer experiences. These advances focus on ethical data practices and transparency and address growing concerns about privacy and misinformation. Looking ahead, these trends highlight the transformative potential of AI in influencer marketing. 

Exciting news for brand advertisers and agencies! Marin Software, known for its innovative digital marketing software, has just announced an expansion in its capabilities. The MarinOne Retail Media Platform now includes support for Walmart Connect’s Sponsored Brands ad unit and the existing integration with Walmart Connect’s Sponsored Products.

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What Does This Mean for Advertisers?

This new feature opens up a world of opportunities for advertisers to help increase brand visibility and drive customer engagement. Sponsored Brands is a unique ad unit designed to drive traffic, awareness, and conversions for businesses selling on Walmart's website. It highlights selected products at the top of the search page, allowing advertisers to showcase their brand and products in a highly prominent placement within Walmart's search results.

A Commitment to Excellence

Marin Software's CEO, Chris Lien, expressed his enthusiasm for this new addition, stating, "Marin Software is committed to helping advertisers effectively reach and engage their customers across various platforms. Our support for Walmart Connect's Sponsored Brands ad unit is a testament to that commitment. We're thrilled to offer our clients the tools they need to make the most of this powerful ad format."

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Streamlined Campaign Management

By integrating Walmart Connect's Sponsored Brands into Marin Software's platform, advertisers can manage their campaigns alongside other major retailers like Amazon, Instacart, or Target. This new feature offers extensive campaign management and optimization capabilities, enabling advertisers to understand their customers better and optimize their advertising spend.

Here's a glimpse of what Marin's support for Sponsored Brands includes:

  • Unified Reporting: Compare performance across different Sponsored Products and Sponsored Brands.
  • Advanced Bidding: Leverage Marin's bidding algorithm to maximize ROI for Sponsored Brands campaigns.
  • Bulk Campaign Management: Create and edit Sponsored Brands campaigns at scale.
  • Creative Optimization: Tools to analyze and optimize the creative aspects of Sponsored Brands ads.
  • Cross-Channel Insights: Gain a deeper understanding of the customer journey across multiple platforms.

The Unique Opportunity

"Walmart Connect’s Sponsored Brands offer advertisers the unique opportunity to drive online sales and understand the impact on in-store volumes," added Lien, emphasizing this new integration's potential.

Learn More

Are you interested in exploring this new feature? Visit Marin Software's Walmart Connect page to learn more about support for Walmart Connect in MarinOne.

If you’ve ever wondered what your active users and customers want from the user experience on your website, there’s a fairly simple solution. 

Ask them. 

Maybe they think your layout is confusing or you offer limited features. By gathering customer feedback, you take the guesswork out of future improvements by listening directly to the voice of the customer. It’s easy to feel assured in your UX updates because you’re working off information taken directly from the people you designed it for. 

That’s why so many businesses trust customer feedback tools like email surveys to gather online reviews and determine customer satisfaction levels.

But like most important business matters, using customer feedback software to boost the user experience requires some know-how and careful planning. For more on how you can gather valuable data from your customers for future UX improvements, read on. 

How can customer feedback improve the user experience?

The user experience should appeal to your ideal customer. That’s why any business plan or marketing strategy begins by gathering as much information on these target demographics as possible. 

But something like your user experience should always be changing based on actionable feedback. That means implementing changes garnered through feedback platforms. When you receive user feedback, there’s no guesswork involved. 

Customer feedback examples
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Your ideal customers will tell you point blank, “This is what we want.” The information is powerful and highly beneficial. Of course, some consumer feedback might be contradictory. 

That’s why looking for common themes in the data you gather is important. What do the majority of your high-value customers want to see? Once you have that information, you can make better decisions when changing your user experience. 

But gathering feedback is just the beginning. Analyzing and acting based on that feedback is what truly helps build better relationships with customers. 

For example, let’s say something goes wrong with a customer's experience. Businesses can then partner with a local flower shop to deliver a beautiful bouquet as an apology. This small gesture not only shows the customer that you heard their feedback. It also helps rebuild trust and loyalty. 

Additionally, celebrating milestones, like customer anniversaries or reaching a certain spending threshold, can be an opportunity to show appreciation. Sending a surprise flower delivery is a meaningful way to make customers feel valued and build lasting connections. 

Then, after offering this gesture, poll your customers to see if it made a difference in their overall opinion. If it doesn’t, look elsewhere for something that will make a positive impact.  

Reward customers for feedback

Integrating key aspects of customer feedback strategies used by platforms like YUPLAY can significantly enhance user experiences. YUPLAY, though not a PC game, has employed some mechanisms that PC games use to engage users effectively. 

You can implement similar mechanics in your customer feedback tools to boost engagement and improve the overall user experience.  

For example, consider the element of rewards. YUPLAY effectively incentivizes user engagement through special deals and promotions. Similarly, you could introduce a reward system to get people talking in your customer feedback process. 

The data gathered will then educate you on what they’re looking for. Rewarding customers for feedback can transform a‌ monotonous task into an engaging and fun activity.  

These rewards don’t need to be complex. Simple incentives like exclusive content, early access, or even virtual badges within your platform could suffice. 

YUPLAY's reward system is a testament to how such incentives can boost user engagement. It has a straightforward and user-friendly interface. The intuitive platform it’s developed based on customer feedback makes it easy for customers to navigate and interact.

Choose user-friendly tools

When choosing customer feedback tools to use for your UX improvements, you need to make sure that the platforms are easy to use. If the data gathered is hard to decipher or put together in the first place, then the improvement process will suffer. 

When it comes to enhancing user experiences, implementing tools like SAP Fiori can be a game-changer. This tool plays a crucial role in boosting user experiences for SAP applications. 

Fiori apps' clean and responsive layouts enhance usability, making complex business processes more accessible and user-friendly. 

To fully leverage the potential of SAP Fiori and guarantee seamless implementation, partnering with SAP consulting professionals is highly recommended. These professionals can guide organizations through Fiori apps' customization, configuration, and integration. Their deep understanding of SAP solutions and extensive experience can empower businesses to maximize the benefits of SAP Fiori.

Remember, not all feedback tools are equally effective or user-friendly. Some of the best customer feedback tools for 2023 are Typeform, Hotjar, Parative, and SurveyMonkey12. 

These tools allow you to create engaging surveys, visualize user behavior, manage feedback across channels, and measure customer satisfaction. For example, suppose you want to implement OAuth authentication for your users. In that case, you can use Typeform to create a form that asks them about their preferences and concerns regarding this protocol. 

typeform data collection for improved UX
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OAuth is a standard for authorizing access to online resources and services. Using Typeform, you can collect valuable insights from your users in a conversational and personalized way.

Learning the ins and outs of the platform you choose will be the ultimate key to gathering the right actionable insights.  

Gather insights from chatbots and customer feedback forms

Custom Frame Store has implemented two effective methods to gather valuable insights from its website visitors.

First, the company has integrated a user-friendly chatbot on its website to help guide potential customers. This way they can better discover what customers want by engaging with this automated service using conditional logic. 

Review these interactions after the fact.

By identifying trends in customer requests and problems, the company can determine what users want to see from its services. 

This approach enhances the user experience by providing personalized recommendations. It also enables Custom Frame Store to gain valuable feedback on the preferences and requirements of its customers. 


The second method Custom Frame Store uses is its contact page. This resource includes an additional feedback form. That dedicated form captures feedback from customers. It’s then a simple matter to further enhance the user experience by pouring through this data and looking for patterns. You can also achieve this with a feedback widget or feedback buttons on your site.

For example, suppose you notice an alarming number of customers are having issues or complaining about your checkout process. You’ll know that something on that page is throwing them off. By making the necessary adjustments, you’ll provide a better overall user experience.

You can also create a feedback forum where users can post about their feedback and comment back and forth to one another.  

A customer feedback contact form
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This approach helps the company better understand customers' needs. It also empowers it to make informed decisions to enhance products, services, and the overall user experience.

Similarly, Connecteam has a form where existing customers can reach out if they have any comments and/or problems with the product. This way, customers struggling with this app to keep track of work hours can get help with the services of employee time clock, employee scheduling, employee task management, HR operations, etc.

Use Net Promoter Score Tools

Another valuable customer feedback strategy is analyzing your Net Promoter Score (NPS). This survey tool asks customers to rate your company on a scale of one to ten. There’s also a text box included in these online surveys to explain their answer. 

NPS is one of the most effective types of customer feedback. These helpful feedback tools can go out as surveys via email or even appear during the checkout process. 

An example of NPS
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One company that implements these customizable surveys well is Pumpkin. This business offers comprehensive cat health insurance plans that cover accidents, illnesses, preventive care, and more. 

Pumpkin uses customer feedback surveys to measure these customer surveys, collect testimonials, and gather insights on improving its website and app experience. 


By doing so, Pumpkin can identify its promoters and detractors. By looking at the average score and feedback it receives, Pumpkin can better provide a user-friendly and engaging experience. 

Use tools in conjunction with other data sources

One of the tips for boosting user experiences with a customer feedback platform is to use them in conjunction with other data sources. That can include analytics, surveys, and business intelligence platforms. 

By integrating different data types, you can gain a more holistic and actionable understanding of your customers’ needs, preferences, and behaviors. For example, you can use enterprise business intelligence to analyze large-scale data sets. It’s then easy to generate insights that inform your feedback strategy and improve your decision-making.

When integrating other data sources, you’re again looking for patterns. Let’s say you notice a massive increase in your bounce rate on Google Analytics that couples with customer insights on the layout of your homepage. You can easily put the pieces together and figure out what needs to change. 

Gather feedback from social media

There’s a lot you can learn by analyzing customer responses on social media platforms. 

A free social media management tool like Simplified will facilitate customer communication. Simplified has a social inbox feature where you can manage all messages, comments, complaints, and mentions in one place. These advanced features helps make sure you reply to all customers, improving your response rate publicly and privately.


You should also use a social media monitoring platform to find mentions of your business on other social media pages.

Not all real-time feedback will be in your inbox or under the comment section on your posts. By tracking the general online conversation and customer reviews around your business, you can accurately determine what needs to change. 


Customer feedback is far too valuable to ignore.

By trusting ‌quality feedback platforms and email campaigns, you can understand what your target audience is looking for on their customer journey. After that, it’s simple to make the necessary adjustments and create a customer experience that keeps customers coming back for more. 

Your customers have a lot to say about the user journey. Listen to them using these tools, and you’ll create a like-minded community of satisfied and loyal customers.

In today's fast-paced business world, optimizing efficiency is crucial for staying competitive. One key aspect of achieving this is through the careful selection and implementation of a tech stack. A tech stack refers to the combination of technologies, frameworks, and tools that a company uses to build and operate its digital products or services.

By strategically choosing the right tech stack, businesses can streamline their operations, automate repetitive tasks, improve collaboration, and ultimately enhance overall productivity. This comprehensive guide will delve into the various aspects of selecting and optimizing a tech stack to maximize business efficiency.

Throughout this guide, we will explore different considerations when evaluating technologies for your specific business needs. Whether you're a startup looking for a solid foundation or an established company seeking ways to improve efficiency further, you'll be equipped with the knowledge necessary to make informed decisions when it comes to optimizing your business's tech stack.

Choosing the Best Tech Stack for Your Company

Setting Your Company Goals

When deciding on your tech stack, whether starting from scratch or reorienting existing tools, start by determining what you want your tech stack to do. Every company has unique objectives and hurdles, so choosing the right tech stack for your specific needs is vital. Your tech stack should align with your strategy, helping your team to meet your targets more effectively. Whether it's enhancing customer interaction or simplifying your ad management process, setting your main goals will assist in selecting the best tech stack for your company.

Knowing Your Team's Requirements

It's also important to understand your team's needs. Your tech stack should meet your team's demands AND abilities. Evaluate the skills and expertise of your team members and choose tools that strengthen their abilities while meeting their needs. For instance, MarinOne is user-friendly and adaptable, simplifying the management of search, social, and eCommerce advertising.

Picking the Right Tools

Your company's ideal tech stack should be a well-chosen set of tools that enhance performance and work in concert, not just a random collection of applications. MarinOne is a singular tool that offers multiple solutions on one platform, from ad management and targeting to analytics and performance indicators. It negates the need to handle multiple platforms, thereby boosting your team's productivity and efficiency. 

Furthermore, ensuring that the tools in your tech stack integrate smoothly is crucial. This integration leads to better communication and collaboration among your teams. 

Finally, your tech stack should be able to scale with your company's growth. Flexible adaptability ensures that your company is ready to adapt to changes. It's important to have a tech stack that evolves with your company, ensuring long-term success.


Creating Synergy Between Tools and Teams

Boosting your productivity starts with creating synergy between your tools and teams. Smooth interactions between these two elements lead to improved communication, enhanced collaboration, and a stronger strategy.

Unified Data: A Single Source of Truth

Connected data across your tech stack allows different teams to access the same data and insights. This shared understanding breaks down silos and promotes collaboration towards shared business goals. It's a sensible approach: teams working together rather than separately accomplish more. Below are some examples:

  • Marketing teams use MarinOne to track ad performance and make informed decisions.
  • Sales teams analyze the same data to improve conversion rates.
  • Customer service teams use these insights to enhance customer experience and satisfaction.

Another best practice for unified data is having an organized data taxonomy. When coupled with integrated data, this not only improves collaboration but also accelerates decision-making processes. With access to the same accurate, real-time data, teams can act swiftly and decisively, eliminating delays caused by data discrepancies or team misunderstandings.

Cultivating a Collaborative Environment

A user-friendly design fosters a collaborative environment. It unites teams around a sense of community and shared objectives. Features in your tech stack such as shared dashboards, real-time updates, and customizable reports make collaboration easier. Teams can view data in the way that best suits them, enhancing understanding and cooperation.

Optimizing Decisions with Data

The Importance of Accurate Data

Accurate data forms the foundation of a successful marketing strategy. Collecting and processing a wealth of information through technology enables the generation of high-quality, relevant data. This data equips you to make growth-oriented decisions based on solid facts. 

Your chosen tools should be able to ingest the data you need and present it in a way that allows your team to work with it.  From generating models to uncovering insights, your tech stack needs the right data to help your team reach its full potential.

Converting Data into Insights

Having a lot of data is just the start. The real magic lies in its application. MarinOne transforms this raw data into valuable insights, optimizing your advertising campaigns. You gain the ability to see which ads perform well and the reasons behind their success. These insights help refine your campaigns, enhance your targeting, and ultimately, yield better results. It's like possessing an ace up your sleeve in the competitive marketing arena.

Using Data to Attract New Customers

One of the primary benefits of using data in MarinOne is its ability to assist in gaining new customers. The platform's advanced analytics help you understand which ads resonate with your target audience. It offers insights into what attracts potential customers and what doesn't. Armed with this knowledge, you can craft more effective campaigns that appeal directly to the people you aim to reach. Rather than casting a wide net and hoping for the best, you strategically place your ads to reach the right people at the right time, boosting your chances of acquiring new customers.

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Long-Term Growth with Marin Software

MarinOne's flexibility and adaptability are key for continuous growth. As your needs evolve, so does MarinOne. Whether you're launching a new product, entering new markets, or trying different advertising channels, MarinOne adjusts to your needs.

Its scalable features handle increased workloads and growth in data volume. As your business grows, we can manage more campaigns, a wider audience, and processes complex data sets effortlessly. This scalability ensures MarinOne maintains its high performance and efficiency as your company expands.

The Wide Reach of Marin Software

Marin Software's wide reach and comprehensive features make it an excellent tool for continuous growth. Genesys is a great example of a customer that is experiencing significant growth, seeing a 78% increase in ROAS globally with Marin Software. It supports search, social, and eCommerce advertising, enabling you to connect with a diverse audience. This ability to cover different marketing channels improves your visibility and reach.

Additionally, the Marin platform provides the opportunity to expand your strategies for acquiring customers. It helps you connect with new demographics and regions, reaching audiences that might have been missed. This wide reach, combined with MarinOne's targeted marketing capabilities, can boost your brand awareness, customer engagement, and market presence.

Closing Thoughts

Marin Software offers a comprehensive package, tailored to meet marketing needs and designed for long-term success. This software can streamline operations, foster team collaboration and offer accurate data for better decision-making.

The MarinOne tool combines ad management, targeting, and analytics on one integrated platform which simplifies online advertising tasks. It tracks ad performance and understands customer behavior, allowing for easier and more efficient marketing processes. The platform also grows with the company, adapting to changes and expansions to prepare the company for future growth.

To improve business efficiency, choose the right tech stack. Consider this task like assembling a superhero team, each tool or platform incorporated needs to add value and strength to your strategy. Marin Software fits well in this mix, integrating smoothly with other systems, optimizing productivity and encourages teams to deliver their best work.

When seeking the right tech stack for your business, there is no need to overcomplicate things. When a single platform like MarinOne meets the needs of your business now and in the future, it would be imprudent to add more and more applications, tools, and workflows to your tech stack.

Start with Marin Software to increase visibility, target specific audiences, and convert them into loyal customers. With one click, you can start a powerful transformation to improved business efficiency and the ideal tech stack for your business. Try MarinOne now.

Are you looking for ways to optimize your website's video strategy to increase engagement and conversions, but struggling to understand how your video content is performing?

With Google Analytics 4 and its enhanced measurement capabilities, GA4 can automatically track video engagement events on your website or landing pages, giving you valuable insights into user behavior.

But how do you access and interpret this data? In this step-by-step guide, we'll show you exactly how to track video engagement with GA4 for both Vimeo and Youtube videos so you can use that data to optimize your video content strategy.

How to Track Video Engagement with Google Analytics 4: YouTube Embedded Video

Step 1: Enable Enhanced Measurement for Video Tracking

Log in to your Google Analytics account. Access your GA4 property where you want to track video engagement. Navigate to the Admin section by clicking the gear icon at the bottom left corner.

Inside the Admin section, click on "Data Streams" under the "Property" column. Then select the data stream associated with your website where you want to track video engagement. 

data steams in GA4

Look for the "Enhanced Measurement" in the settings and ensure that it is turned on. By default, this section should be enabled, but in case it's not, switch on the toggle. Enabling this option will allow GA4 to automatically track video engagement events for embedded videos on your website.

Enhanced measurement

To ensure that video engagement tracking is on, you can double-check by clicking on the gear icon (settings) to configure the settings, and verifying if the toggle for 'Video Engagement' is switched on.

Switch on the "video engagement" toggle

Step 2: Access Video Engagement Data in Reports

In the GA4 dashboard, go to the "Reports" section on the left-side menu. Click on "Engagement" and then "Events" to access the event reporting.

Then you will see several video events that are tracked automatically by GA4 such as "video start", “video_complete”, and "video progress."

Access Video Engagement Data in Reports
  • Video_progress: This metric measures the progress or milestones reached by users while watching a video. It provides data on how far users have progressed through the video content, typically expressed as a percentage (e.g., 25%, 50%, 75%).
  • Video_start: This metric tracks the number of times a video has been started or initiated by users. It counts the instances when users begin watching a video, even if they do not complete it.
  • Video_complete: This metric is triggered when a visitor reaches the end of the video.

However, at this time, we only see how many people start the video and how many people complete the video. If you want to gain deeper insights into video engagement, such as which videos are actually being played, and where they are being played, you need to create custom dimensions.

Custom dimensions allow you to track additional data points beyond the standard dimensions and metrics provided by GA4, such as video length, video title, and video category. This will help you better understand how different types of video content perform on your website.

Step 3: Explore Video Engagement Data

Click on the "Explore" section in the top navigation bar then create a new exploration by selecting "Blank”.

create a new exploration

Step 4: Build a Custom Exploration for Video Events

Next, choose the date range you want to analyze. It could be anything you prefer, such as the last 28 days or the last 7 days.

Add Dimensions

First, click the "+" sign next to"Dimensions." Then, select "Event Name" and import it. This will enable you to monitor the specific events related to video interactions. Next, add "Page Title" and "Video Title" to gain insights into where and which videos users are engaging with on your website. Import both of these dimensions to ensure you capture all the relevant data.

Add Metrics

Next, navigate to the metrics section, and click the "+" sign located next to "Metrics." This will open up a list of available metrics you can use to analyze video engagement. From this list, choose "Event Count" which will allow you to see how often video starts have occurred. Once you've selected, simply import the chosen metric to integrate it into your analysis. 

Additionally, you can import the "Total Users" metric to uncover the total number of unique members who have logged an event, providing a more holistic view of your audience's interactions.

Adding dimensions and metrics

Step 5: Create a video engagement report 

Next, let's create a report showcasing the engagement of your videos. This involves tracking the video events in Google Analytics. To begin, add the video title to the rows by either dragging it or simply double-clicking it. After that, we'll incorporate the relevant metrics into the values section. Double-click "Event Count" and "Total Users" to include them in the report.

Add rows and values

Step 6: Apply Filters

You will notice the names of the videos listed in the report. However, the report currently displays data for all events, not just video events. As a result, some events might not have video data associated with them.

To focus solely on video events, you need to apply a filter. In the "Filters" section of the tab settings column, click anywhere to add a filter. Then, select "Event Name" from the available filter options.

Once you've selected "Event Name," it's time to narrow down the events to include only your preferred ones. To do this, choose the "match type" as "exactly matches." Enter "video_start" in the filter input box to ensure that only events with the exact name "video start" will be included in the report. You can utilize the same method for other events, such as video_progress or video_complete.

narrow down the results

After entering "video start" as the filter criteria, click on the "Apply" button to activate the filter. Now, the report will display only video start events, providing you with a clear view of the most popular videos based on the number of times each video has been played.

How to Track Video Engagement with Google Analytics 4: Vimeo Embedded Video

Here’s a step-by-step guide to effectively monitor the number of people watching Vimeo videos embedded on your website. This method is applicable to all plans of Vimeo users, including Free, Starter, Standard, and Advanced.

Step 1: Ensure you have Google Tag Manager set up on your website

If you haven't already set up Google Tag Manager, create an account on tagmanager.google.com and follow the instructions to install the GTM code on your website. Then, connect your Google Tag Manager with Google Analytics 4.

Step 2: Import a pre-configured container

To start, download a pre-configured container by Bounteous for tracking Vimeo-embedded videos. This file offers tracking solutions to monitor user interaction with Vimeo videos in Google Analytics.

download a pre-configured container by Bounteous

Next, navigate to your Google Tag Manager account, go to "Admin," and then click on "Import Container."

Import the pre-configured container we downloaded into Google Tag Manager. Then, select the workspace as "Existing" and choose the option "Merge." Click "Confirm" to save.

Import the pre-configured container and adjust the settings

Now we have imported two tags, a trigger, and two user-defined variables that will be utilized to monitor individuals watching our embedded videos.

workspace changes

Step 3: Adjust the tag that automatically tracks Vimeo videos

As we want to send events to Google Analytics 4 (GA4) instead of Universal Analytics, let's select this tag and delete it.

delete the tag for Universal Analytics

Step 4: Make adjustments to the Vimeo video tracking tag

Now, we'll make some adjustments to the tag responsible for tracking videos automatically. These modifications will streamline the setup process for GA4 tracking.

Click the “CU - Vimeo Tracking - LunaMetrics Plugin” tag and select the HTML file to edit it.

edit the CU - Vimeo Tracking - LunaMetrics Plugin HTML file

First, remove lines 68 and 69. Then, in line 70, change 'Watch To End' to '100' to set the value pushed to the data layer when someone finishes watching a video.

line 68, 69

Edit line 75, remove "play" and "pause" and change ‘Watch To End’ to ‘100’.

Line 75

Remove lines 119 and 120. Then, in line 121, change 'Watch To End' to '100'.

Line 119, 120

In line 161, remove the '+  '%' sign. This means that the data layer event will simply report the value without adding a percent sign after it. For example, the data layer will show 75 instead of 75%.

Line 161

Remove lines 391 and 392. Then, in line 393, change 'Watch To End' to '100'.

Line 391, 392

Finally, change line 395 from "10, 90" to " 0, 10, 75". And then save the modified tag. This setup will trigger a data layer event when the video starts and at specific percentage points, such as 0%, 10%, and 75%. These percentages align with what Google Analytics automatically tracks for embedded YouTube videos.

Line 395

Step 4: Creating Variables to Send Data to Google Analytics 4

Now, let’s create user-defined variables in Google Tag Manager to capture the details and send them to GA4. Navigate to "Variables" in Google Tag Manager. Create a new user-defined variable and name it 'Vimeo Event Name for Google Analytics 4'.

create user-defined variables

Select "Variable Configuration" and choose "RegX Table" as the type. Use "DLV - Video Action" as the “Input Variable”. Then define patterns and outputs to capture the percentage watched.

On the left, we need to enter what we want to look for in the variable. On the right, we need to enter what we want to output if the value on the left is found. So let's set up the rows as follows:

Row 1:

Value: ^0$

Output: video_start

Row 2:

Value: ^(10|25|50|75)$

Output: video_progress

Row 3:

Value: ^100$

Output: video_complete

edit the new user-defined variable

Then save the variables.

Step 5: Create a new tag to send the data to Google Analytics 4

Now, navigate to 'Tags' and create a new tag named 'GA4 | Vimeo Video'. Select 'Tag Configuration' and choose 'GA4 Event' as the 'Tag Type'. Next, select your existing GA4 Configuration Tag.

Next, click on the variable icon for the “Event Name” and choose 'Vimeo Event Name for Google Analytics 4'. This selection will automatically assign the event name as either 'video start', 'video progress', or 'video complete', based on the variable we configured.

Create a new tag to send the data to Google Analytics 4

Now, move to 'Event Parameters' and add a row with the name 'video_provider' and the value 'vimeo'. This will enable you to compare our embedded Vimeo videos with other videos on your website.

Next, add another row with the name 'video_percent' and click on the variable icon to select 'DLV - Video Action'. This will automatically pass the percentage watched, whether it's 10, 25, 50, 75, or 100.

Finally, add one more row with the name 'video_title', and click on the variable icon to choose 'DLV - Video Name'.

Set up the event parameters

Now, proceed to 'Triggering' and select the 'Event - Vimeo Tracking' trigger. After that, save the tag, and click on 'Preview' to test out our video tracking.

choose a trigger

Enter the URL of your website and click 'Connect'. 

preview to test your tracking

Now, play the video and open Tag Assistant. You will notice that your Vimeo event has been fired.

Let's head over to Google Analytics 4 and navigate to the 'DebugView.' You can access the 'Debug View' by going to "Admin" and selecting 'DebugView.'

how to access the "DebugView"

From there, you can now see the 'video start' and 'video progress' events. Once the video has finished playing, the 'video complete' event will be displayed. If everything is functioning as expected and you're satisfied with the tracking, you can go back to Google Tag Manager and publish your changes.

the full report in GA4

This wraps up the process of effectively monitoring the engagement of videos embedded on your website using GA4. Let's now move on to tips to increase engagement on your videos.

5 Actionable Tips to Increase Engagement on Your Videos

Start with a Clear Goal

It's essential to have a clear plan in mind from the beginning. Before you start filming, take a moment to define the purpose of your video. 

Ask yourself what you want to achieve with it - whether it's to increase sales, raise awareness about your brand, or encourage viewers to take specific actions. Knowing your desired outcome will shape the video's message, structure, and call to action.

Make Your Call-to-Action Clear

When it comes to boosting video engagement, clarity is key. Don't leave your audience guessing about what to do next. Clearly communicate the action you want them to take after watching the video. Whether it's to try your service or leave a comment, make sure your call-to-action is straightforward and easy to understand.

To ensure maximum impact, place your call to action early in the video. Viewers may not watch until the end, so it's essential to capture their attention right from the start. By making your call-to-action clear and prominent, you motivate your audience to take the desired steps and increase overall engagement with your video content. So, don't hesitate to guide your viewers and encourage them to take action as they watch your compelling videos.

Avoid Lengthy Logo Introductions

Branding is crucial, but it's essential to strike a balance when it comes to video intros. Avoid long, drawn-out logo animations that might cause viewers to lose interest before your content even starts. Instead, aim to grab their attention within the first eight seconds. In this digital age, viewers' attention spans are short, and you need to captivate them quickly.

Engage through Questions

Boosting engagement in your videos is as simple as asking the right questions. Throughout your content, strategically pose thought-provoking questions that prompt viewers to think and respond. By inviting them to interact mentally, you keep their interest and involvement alive.

Questions can be a powerful tool to maintain viewers' attention and spark their curiosity. As they contemplate the answers, they become active participants in the video experience. So, don't hesitate to pepper your content with well-placed questions that keep your audience engaged and invested in your video journey.

Enhance with Text

Take your videos to the next level by adding on-screen text that complements your spoken words. This powerful combination engages viewers' sight and hearing, making your content more captivating. Keep the text short and sweet, highlighting key points and sharing quick information. 

The text serves as a visual reinforcement, ensuring your message gets across even if viewers are just watching. By using this simple yet effective technique, you create dynamic and engaging videos that leave a lasting impact on your audience. So, give it a try and watch your video engagement soar!


To sum up, tracking video engagement with Google Analytics 4 is a powerful way to understand how your video marketing efforts are performing. By discovering how to track video engagement with Google Analytics 4, you can easily access and interpret video engagement data in GA4 reports. 

This data can help you identify which videos are resonating with your audience and which ones need improvement. Armed with this information, you can optimize your video marketing strategy to drive more engagement and conversions. 

One of the most effective ways to drive traffic to your website is by setting up a digital advertising campaign. With the internet being one of the most widely used resources in the world, why not use it to your advantage to gain exposure and attract your audience? 

Over the years, digital advertising has changed for the better. In particular, technology like artificial intelligence (AI) and machine learning has advanced digital advertising into the magic eight-ball known as programmatic advertising.

On top of that, automated bidding strategies make it easier to automate and optimize your ads to see your desired results. There’s no wonder why 80% of advertisers turn to using automated bidding.

In this article, we’ll explain everything you need to know about programmatic advertising and automated bidding strategies so you can reap the benefits of working smarter, not harder. 

Let’s first cover what programmatic advertising is. 

What is Programmatic Advertising?

Programmatic advertising is the process of using technology to automate digital ad campaigns. To understand this business process automation concept, it’s important to first touch on the basics of online advertising. 

In previous years, advertisers ran their campaigns manually. Whenever they set up a campaign, they'd bid on their own keywords and had to optimize them accordingly to achieve suitable results.

Over time, the consequences of traditional digital advertising became apparent:

  • The manual nature of digital advertising creates a higher barrier of entry only for highly-experienced advertisers.
  • Losing money became a key issue for advertisers who had to wait until their campaigns launched to optimize them correctly based on key performance indicators (KPIs). 
  • Without setting up their campaigns with features like automated bidding, advertisers could easily accumulate expensive campaigns with little to show for it. 

Because of this, programmatic ad buying was born. Specifically, Google Ads embraced this approach to help advertisers use cutting-edge technology to optimize their campaigns based on the goals they wanted to achieve.

Let’s break it down further. 

Imagine you're on a website, watching videos, or playing a game on your computer or phone. You often see advertisements, right? These ads might be for toys, games, clothes, or anything brands want to sell. 

Programmatic advertising is the way that these ads find their way to your screen.

A graphic showing how programmic advertising works.
Image Source

Here's how it works, step by step:

  1. People want to advertise. Companies that want to sell something (like toys or clothes) want to show their ads to people who might buy them.
  2. Targeting the right people. They don't want to show their ads to just anyone. A toy company might want to show its ads to kids. And a clothing brand might want to show its ads to teenagers who are into fashion. So, they need a way to find the right people to show the ads to.
  3. Putting the ads in a marketplace. The companies put their ads into a big virtual marketplace. It's like an auction house where the ads are the items being sold.
  4. Your device sends information. When you go to a website or open an app, your computer or phone sends information about what you like and are interested in.
  5. The auction happens super fast. As the webpage or app loads, a super-fast auction happens (real-time bidding) in that virtual marketplace. Companies bid on the chance to show you their ad. The one that bids the most and matches what you might like gets to show you their advertisement.
  6. You see the ad. The ad that wins the auction is the one you see on the webpage or in the app. This programmatic buying all happens in a fraction of a second!

A programmatic advertising campaign is an incredibly speedy process that pairs ads with potential audiences. It helps you show your ads to the right people, and it's all done with computers and special algorithms (fancy math rules) that make it happen really quickly.

What is Automated Bidding?

What’s more, features like automated bidding became a popular alternative to manually configuring display ads and other types of ads to different audience segments. 

Automated bidding is a Google Ads feature that sets automated bids for your ad group based on your set campaign goals and KPIs. Google sets these amounts automatically based on the likelihood that your audience will engage, click, and convert from your ads. 

Some of the criteria for Google’s automated bidding amounts are:

  • User operating system
  • Demographics
  • User device
  • Location

Digital marketers have the choice to set up an automated bidding process across their ad groups, multiple campaigns, and keywords. 

Ultimately, automated bidding helps advertisers fix two age-old campaign problems:

  1. Advertisers can stop worrying about whether their bids are too low to compete for qualified leads. Automated bidding takes care of all this. 
  2. Advertisers can also stop worrying about whether their bids are high enough to show to wider audiences who may not be interested in their products or services. 

Some programmatic advertising platforms offer bidding strategies designed specifically for local businesses. 

The "local awareness" strategy focuses on reaching people within a certain radius of the business’ location. This can be useful for promoting in-store visits and local sales.

Don’s Flowers‌ — ‌a Lubbock florist with a local shop in Texas, uses this strategy to optimize their online orders for flower delivery.

screenshot by Brandon Lee

But if the florist's primary goal was to drive physical store visits, some platforms offer another type of bidding, cost-per-visit (CPV) bidding. The CPV strategy optimizes bids to drive as many visits to the store within a set budget. 

You just need to ensure location targeting is appropriately set up to target potential customers in your area — in this case, Lubbock, Texas. Set it and forget it. And you're off to the races, competing with the big dogs. 

Before we get into configuring your programmatic ads with automated bidding, we need to go over one more term. And that’s smart bidding. 

What is Smart Bidding?

There's definitely a correlation between automated bidding and smart bidding. However, they’re not interchangeable. Smart bidding is a category of automated bidding that refers only to conversion-based goals. 

Here’s a simple flow chart that helps explain the difference between the two: 

Difference between smart bidding and automated bidding.
Image Source

By analyzing all kinds of search data, smart bidding relies on machine learning to maximize the conversions of your campaign. 

As a result, Google may increase or decrease your bids based on whether a particular engagement will lead to a conversion. For example, Google may set a higher bid for a lead who's more likely to make a purchase. 

There are four smart bidding strategies you should take note of:

  1. Maximize Conversions
  2. Enhanced CPC
  3. Target ROAS
  4. Target CPA

Let’s use an example to break down this concept a bit more.

Programmatic advertising with automated bidding for real estate leads presents distinct differences from other industries. The real estate sector is fiercely competitive, demanding higher prices and aggressive bidding strategies to secure ad placements. 

The longer sales cycle demands optimization to target potential buyers at various buying stages. Precise targeting is vital, considering location, property type (read: premium inventory), price range, and buyer demographics.

Seasonal trends and market fluctuations require a dynamic automated bidding strategy to capitalize on peak buying seasons and adjust bids during slower periods. Local and hyperlocal targeting is also crucial since real estate leads predominantly come from specific geographic areas. 

Screenshot by Brandon Lee

Lead quality takes precedence over quantity (thanks to the high ticket price of purchasing a home), prompting the automated bidding system and real-time auctions to focus on attracting high-quality leads that are more likely to convert.

Effective programmatic campaigns for real estate involve optimizing not only ad creatives but also landing pages, providing essential property details and contact information. 

This is how automated bidding works for real estate companies interested in getting real estate leads. With that example in mind, let’s dive into the nuts and bolts of why you clicked on this article.  

How to Configure Programmatic Ads with Automated Bidding

Now that we’ve covered everything about programmatic advertising and automated bidding, let’s get into the strategies you need to follow to make your programmatic marketing campaign a success.

Note that everything related to automated bidding is done via Google Ads. Use it as your go-to ad management platform. You can add Google Ads automations to save time optimizing your best performing Google Ads. 

With that, here are the different types of automated bidding strategies and how to optimize each of them. 

Maximize Clicks

This automated bidding strategy is designed to maximize the total number of clicks your ads receive. The official goal for this setting is to increase website traffic. 

Here’s what this setting looks like in Google Ads:

Screenshot of maximize clicks.
Screenshot by Brandon Lee

Advertisers can use this feature across a wide variety of campaigns, keywords, and ad groups. By doing so, Google will automatically set your bids so that you can achieve the most clicks that fit within your set budget. 

This setting is best for companies that have an established conversion funnel on their website. If you’re confident in the potency of your landing page, marketing content, and sales team, you can select this feature. 

Unlike the other automated bidding strategies, the most important metric here's ad visibility. In other settings, clicks would be considered a vanity metric. 

Target Search Page Location 

This automated bidding strategy is a pretty unique one. It’s designed to help your ads rank at the top of Google’s paid search results. 

Here’s how it looks in Google Ads:

Screenshot of target page location
Screenshot by Brandon Lee

You can only use this strategy across different campaigns. If your goal is simply to gain more online exposure, this may be the best strategy for you. 

If you want to stand out even more than the competition, using this specific strategy, incorporating eye-catching visual ads is crucial to capture your target audience's attention. 

With Picsart's user-friendly platform, you can design posters with templates for a quick and efficient way to create visually stunning ads.


Target Outranking Share

This automated bidding strategy helps advertisers outrank their competitors in Google’s paid search results. 

Screenshot of Target outranking share
Screenshot by Brandon Lee

When you select this option, all you have to do is select your competitors’ domain, and Google will set up your ads to outrank theirs. 

The only caveat is that this option is only available as a portfolio bid strategy. 

Target Cost-Per-Acquisition (CPA)

The goal for this bidding option is to generate as many conversions as possible with your target CPA.

Screenshot of target CPA
Screenshot by Brandon Lee

While some conversions can go over or lower your CPA with automated bidding, Google Ads will give you a broad idea of the success you can achieve with your specified budget. 

Running these bidding strategies does run the risk of costing more than your budget in the long run. For this reason, you should only use this option if you’re certain with a set CPA that can convert a customer and stay within your budget. 

Maximize Conversions

This automated bidding strategy is designed to help advertisers convert a large number of prospects for a price that’s within their budget. 

Screenshot of maximize conversions
Screenshot by Brandon Lee

Unlike the previous option, Google will use your entire budget to convert as many prospects as possible. The goal here is to increase conversion volume, and it’s available as a basic strategy for individual campaigns. 

Therefore, if you have a large budget and want to place your ad campaign on autopilot to focus on conversions, this is an ideal option. 

Final Words

As you can see, automated bidding strategies help take the busy work out of creating high-performance programmatic ads. 

Using any of the features above depends on your budget, goals, and overall experience level with Google Ads. But by trying out a few of these options, you can conquer this programmatic advertising process the first time around. So set your strategy, and watch your campaign bring in results.

But if you’re still unsure where you want to funnel your advertising budget and want to start on the right foot, you can always consult with a Google Ads expert. It never hurts if you’re new to the game, to consult the experts for the best results. Happy advertising!

Ever felt like finding the right data analytics job is like searching for a needle in a haystack? The solution might be closer than you think, lies in the power of Google Analytics. Harnessing this tool could be your secret weapon in securing a role that perfectly fits the data analyst job description you're after.

According to the U.S. Bureau of Labor Statistics, the demand for data analysts is expected to grow by a remarkable 16% from 2020 to 2028. This surge underscores the rising importance of professionals capable of making sense of raw data, transforming it into meaningful insights for business performance.

The path to landing that first data analyst job is often tricky, with many needing help comprehending the breadth of data analyst responsibilities and the intricacies of data analysis tools. Enter Google Analytics, a game-changer that's set to overhaul your job search strategy.

Let’s explore in this blog how Google Analytics can catapult your job search, understand the essence of the data analyst role, and demonstrate how proficiency in this powerful tool can set you apart in the highly competitive field of data analytics.

The Importance of Data in Job Search

Data has become a cornerstone of many aspects of life, and the job search process is no exception. The power of data analysis extends beyond traditional business analytics; it's also crucial in crafting an effective job hunt strategy.

In an era where detailed and structured online jobs offer flexibility and convenience, understanding the job market dynamics through the lens of data is paramount. It provides insights into emerging trends, popular roles, and sought-after skills in the realm of data analysts, market research analysts, and more.

Data-Driven Decision-Making: Your Key to Success

Data-driven decision-making is the secret weapon of many successful data analysts. The ability to collect, analyze data, and draw meaningful insights from various data sets can help identify patterns in job postings, understand a typical data analyst job description, and gauge the current demand for particular analytical skills or programming languages.

Leveraging Data in Your Job Search

Whether you're an experienced data analyst or seeking your first job, incorporating data analysis into your job search can be transformational. It's not just about understanding the data analyst role but also about grasping market trends and employer expectations.

Data can reveal the most in-demand skills or the technical expertise that employers seek, providing a more accurate picture of the data analytics job market. It can also help pinpoint the specific responsibilities and data systems commonly associated with data analyst jobs.

How Google Analytics Can Transform Job Search

Google Analytics is a potent tool not just for interpreting data but also for redefining your job search. This tool can provide an insider's view of market trends, highlight the most sought-after data analyst responsibilities, and guide you to roles that match your skill set perfectly. 

Uncovering the specifics of a data analyst job description to predicting industry demands, Google Analytics has the potential to make your job hunt a breeze. Let's unpack how Google Analytics can revolutionize your search for the ideal data analyst role.

Tracking Website Traffic and User Engagement

Google Analytics power extends beyond your typical data analyst job description. Its ability to track website traffic and user engagement can be a game-changer in refining your job search strategy.

Understanding web traffic trends can reveal which companies are garnering attention, a hint towards those with growing data analyst job opportunities. This knowledge provides a targeted approach for job seekers in data analytics, guiding them toward promising organizations and industries.

User Engagement: Your Pulse on the Market

Gauging user engagement offers insights into what elements of a data analyst's job description draw the most interest. This information can help you better understand the specific data analyst responsibilities currently in high demand in the job market.

This in-depth guide is a fantastic resource for a detailed overview of strategies for setting up and measuring your digital campaigns using Google Analytics. It provides a comprehensive understanding of Google Analytics, which is equally applicable and advantageous in your job search journey.

Leveraging Google Analytics to monitor web traffic and user engagement can offer a wealth of data-driven insights to inform your job search. With this tool, you'll be better positioned to land a data analyst role that aligns perfectly with your career goals.

Analyzing Job Posting Effectiveness

Google Analytics can also be used to analyze the effectiveness of job postings, a crucial aspect overlooked in many data analyst job descriptions. This application of Google Analytics goes beyond business analytics, offering unique insights into the job market.

Monitoring job postings can quickly reveal which roles are being filled, indicating high demand for specific data analyst skills. Roles that remain open longer might require a more specialized skill set or hint at a less competitive area within data science.

Informing Your Application Strategy

This analysis can inform your application strategy, guiding you towards roles where your skills are in high demand and competition may be less fierce. It highlights areas where you could benefit from further professional development, such as learning new data analysis tools or mastering additional programming languages.

Google Analytics is not just about interpreting data; it’s also about transforming raw data into meaningful insights that can guide your decisions. A successful data analyst can harness this information to identify patterns, optimize statistical efficiency, and ultimately find their ideal job in the ever-evolving data analytics landscape.

Understanding Applicant Behavior

A standout feature of Google Analytics, often untapped by even experienced data analysts, is its capacity to understand applicant behavior. This could provide a strategic edge to those seeking data analyst roles.

Applicant behavior refers to the actions of job seekers—which jobs they click on, how long they spend reading various data analyst job descriptions, and the specific data analyst responsibilities they focus on. By examining these behaviors, you can gain insights into the competitiveness of different roles. Furthermore, applicant tracking platforms for hiring managers play a vital role in collecting and analyzing this data, providing valuable metrics and analytics that aid in optimizing the hiring process and attracting top-tier candidates.

Shaping Your Job Search Strategy

An understanding of applicant behavior can shape your job search strategy. For instance, roles that attract a high number of clicks may be more competitive, suggesting your application needs to stand out with unique data analyst skills or a master's degree in data science.

Roles with lower engagement may present less competition and a more incredible opportunity for you to shine. They could also point to niche areas within data analysis that require specialized skills and offer potential for professional development.

Understanding applicant behavior through Google Analytics allows you to analyze and interpret data, refining your job search strategy and bringing you closer to landing your ideal data analyst role.

Identifying Skill Gaps and Training Opportunities

Google Analytics can help identify skill gaps in your repertoire—those key competencies employers seek in data analysts but might need to be added to your current profile.

By comparing the data analyst skills most employers request with your abilities, you can discern where you might need additional training or professional development. It may be in mastering specific data analysis tools, learning new programming languages, or getting a handle on emerging statistical techniques.

Unearthing Training Opportunities

But it’s not just about spotting gaps. Google Analytics can also help you uncover opportunities for further learning. For example, observing trends in data analyst job descriptions might reveal a growing demand for knowledge of specific data models or an increasing emphasis on data visualization tools.

You can proactively seek relevant training or certification programs by keeping your finger on the pulse of industry trends—especially as a data analyst role working in a niche field such as the healthcare industry, commercial security system industry, computer security industry, or other specific careers as a data analyst. A commitment to continual learning enhances your skill set and makes you a more attractive candidate for your dream data analyst role. A successful data analyst is constantly evolving, and Google Analytics can be your guide on this journey.

Google Analytics Certification and Its Value in the Job Market

Acquiring a Google Analytics Certification is more than just an added line in your data analyst job description; it's a significant feather in your cap that speaks to your proficiency in data analysis and business analytics.

Google Analytics Certification showcases your ability to collect relevant data, analyze it for patterns, and create visualizations that convey meaningful insights. It solidifies your standing as a highly skilled data analyst, enhancing your marketability and increasing your chances of landing that coveted data analyst role. 

A certified data analyst is competent, confident, and ready to handle complex business problems and interpret data for business performance optimization.

Demonstrating Data Analytics Skills

Possessing data analytics skills is one thing, but demonstrating them effectively is what sets a good data analyst apart. 

Google Analytics provides:

  • An excellent platform for showcasing your abilities.
  • Highlighting your prowess in data collection.
  • Data analysis.
  • Translating complex data sets into easily digestible insights.

For instance, developing a portfolio that displays your skill at transforming raw data into visually engaging and meaningful reports can significantly enhance your job application. Your adeptness in utilizing data visualization tools to craft clear and impactful data narratives is a valuable asset that can set you apart from the competition.

Applying Theory to Real-World Scenarios

Beyond mastering statistical techniques, a successful data analyst can seamlessly translate theoretical knowledge into practical application. By providing examples of how you've leveraged data analysis to identify patterns, generate insights, and influence business decisions, you affirm your position as a competent practitioner in data analytics.

Demonstrating is more potent than telling. Google Analytics equips you with the means to present concrete examples of your work, effectively exhibiting your analytical skills and technical expertise and strengthening your candidacy for the desired data analyst role.

Enhancing Resume and LinkedIn Profile

Sprucing Up Your Resume

Given its ubiquitous use in data analysis and business analytics, Google Analytics becomes a valuable asset on your resume. Any data analyst job description you come across will likely mention proficiency in Google Analytics as a requirement if not a preference.

When including your Google Analytics certification in your resume, highlight the tasks you've mastered. You've shown how to efficiently transform raw data into compelling narratives or use data visualization tools to translate complex data sets into visually appealing insights. 

These key highlights emphasize your technical expertise and practical data analysis understanding.

Maximizing Your LinkedIn Profile's Impact

LinkedIn serves as the digital face of your professional persona. In this vast sea of data analysts and data scientists, your Google Analytics certification can be the lighthouse that guides prospective employers to your shore.

But don't just stop at mentioning your certification. Exhibit your achievements that demonstrate your skills. Include a project where you successfully applied statistical techniques to analyze and interpret data meaningfully or a situation where you used data models to solve complex business problems. 

By sharing real-world applications of your skills, you substantiate your understanding of the data analyst's job description and responsibilities. Possessing a Google Analytics certification and adeptly showcasing it in your resume and LinkedIn profile make you an appealing candidate in the competitive field of data analysis.

Gaining Competitive Advantage in Job Applications

The job market has become increasingly competitive, with data analyst positions growing in demand. Google Analytics certification can provide you with a decisive edge, setting you apart as a knowledgeable professional with the skills to interpret data effectively and contribute significantly to business performance.

Proof of Proficiency

Beyond mere words, this certification is tangible proof of your proficiency in data analysis. Your understanding of data models, experience with data analysis tools, and ability to analyze data are all validated by this coveted certification. It's not just another line in your data analyst job description; it's a testament to your technical expertise and analytical skills.

Enhancing Your Marketability

This certification enhances your marketability. Employers value candidates who demonstrate a commitment to continuous learning. By securing this certification, you exhibit a drive for professional development, increasing your appeal in the eyes of recruiters.

The Power of Networking

Becoming Google Analytics certified opens doors to a community of other certified professionals, offering networking opportunities that can be invaluable in your job search. Engaging with this community can lead to new opportunities, industry insights, and job offers.


Exploration of Google Analytics has shown its application goes beyond business performance tracking and extends to a powerful tool for job seekers in the data analytics field.

The strategic use of data can dramatically transform your job search, allowing for a more targeted, data-driven approach. Utilizing Google Analytics provides valuable insights into job postings' effectiveness and applicant behavior, facilitating data-driven improvements to enhance your search results.

Google Analytics presents a platform to showcase your data analyst skills, proving your ability to extract meaningful insights from data and utilize data visualization tools effectively. Coupled with a Google Analytics certification, this bolsters your resume and LinkedIn profile and gives you a significant competitive advantage in your job applications.

The value of Google Analytics extends to identifying skill gaps and training opportunities, thereby driving professional development. By utilizing its extensive resources, you can continuously improve your data analytics skills and maintain a competitive advantage in a dynamic industry.

Embracing Google Analytics is a game-changer in the job search journey. Seeking your first data analyst job or looking to advance your career, this tool can empower you to navigate the job market with greater precision and success.

Utilizing the different ad formats available on Instagram as part of your social media strategy is a good way to grow your brand. However, it's crucial to measure the effectiveness of your Instagram ads to ensure you’re getting a decent return on your investment.

By tracking and analyzing key Instagram ad metrics, you'll gain insights into the performance of your ads and make informed decisions to optimize your social media marketing strategy. However, it might not always be obvious what Instagram metrics you need to look at.

This article will explore key Instagram ad metrics that can help you assess the effectiveness of your IG ads.


Reach refers to the number of unique users that saw your ads. This metric estimates the number of active users in a specific demographic that were exposed to your ads, whether or not they engaged with it.

Tracking the reach of your Instagram ads allows you to gauge the effectiveness of your paid advertising. When combined with impressions, you can determine the effectiveness of your Instagram ads in promoting brand awareness. 

A high reach means your ad was viewed by a large audience, which increases the likelihood of increasing conversion rates.

To measure the reach of your Instagram ads, analyze the Insights provided by Instagram. Simply:

  • Visit your profile.
  • Tap on the “Ad Tools” tab.
  • Click on “Insight” 

Here’s an example of what you’ll see:

Optimizing your reach allows you to measure your ad campaign targeting options and determine if you need to make changes to your content strategy. 

There are several ways you can optimize your ad reach on Instagram. You can, for instance, advertise using Reels. Reels are a relatively new ad option so fewer people are using this ad placement. That means your sponsored Reel is more likely to stand out and be seen by Instagram users.

You can also retarget your high-value audiences on Instagram. These include people who have already expressed an interest in your brand by engaging with your other Instagram content. Just go to Ads manager and choose to create a custom audience option.


Impression is a key measure indicating the number of times your ad content is displayed for people to see. According to a SmallbizGenius report, it takes five to seven impressions for people to remember a brand.

Tracking your impressions metric is vital if you are looking to raise brand awareness. 

To track your impressions on Instagram, go to your profile and tap the button in the right-hand corner. Once the menu opens, click on insights, then navigate to the bottom of the page, where you'll see impressions.

Here's an example of what you'll see:

Although impressions and reach seem similar, they are different. Instagram reach indicates how many times your ad was viewed by unique users. Conversely, impressions are how many times your ad was displayed to be seen.

This implies that if your ad shows up three times within a certain time frame, it will count as three impressions. However, you would only have a single reach for the viewer who actually saw the ad.

You can increase your Instagram ad impressions by utilizing relevant and trending hashtags. Knowing the best time to publish your ads based on your analytics can help as well. You can use tools like Marin Software for this.


Engagement is an Instagram ad metric that tracks the actions users take after viewing your ad. It includes actions such as comments and likes.

Analyzing your engagement rate data regularly will ensure you run relevant Instagram marketing campaigns. 

Since Instagram is a dynamic social media platform, user preferences and trends keep changing. Consistent analysis of your post engagement will ensure you stay up-to-date with your marketing efforts. It can also help you identify relevant content that will resonate with your target audience and boost Instagram followers.

If you're looking to enhance your marketing efforts to increase engagement and also to ensure accurate translations of your marketing materials for different target audiences is taken care of. Do consider professional translation services, where you can translate marketing materials to reach a broader international audience and maintain the same level of engagement across cultures and languages.

You can track your engagement metrics using Instagram insights. Go to your profile and scroll to insights. Here you can view your past promotion for the period you wish to monitor.

The next step is to record the reach, comments, and likes for each post in a spreadsheet. Add up the engagement for your tracking period and calculate your engagement rate.

To calculate your engagement rate, divide your total number of engagements per post by the total reach per post and multiply it by 100. A good engagement rate on Instagram is between 1% and 5%. However, this figure varies between industries. When comparing your brand's engagement rate to the average, compare using the average for your industry.

You can boost your engagement rate by using high-quality, eye-catching visuals and compelling captions that resonate with your target audience. 

Click-through Rate (CTR)

Clickthrough rate (CTR) is a key metric that measures the percentage of people who click on your ad after seeing it. This Instagram ad metric gives you an idea of how compelling your ad is and whether it drives users to take action.

Clickthrough rate can be calculated by dividing the number of link clicks by the total number of impressions your Instagram ad received within a certain period of time.

You can use several analytics tools to track your CTR, such as Google Analytics. You'll need to add Urchin Tracking Module (UTM) tags to your Instagram ads to use Google Analytics to track your CTR.

Check out the example:


UTM tagging lets you segment your data in Google Analytics so you can view the link clicks for a particular URL.

To optimize your CTR, test different ad formats, headlines, visuals, and call-to-action buttons to find the most compelling combination for users. 

Return on Ad Spend (ROAS)

Return on ad spend helps you determine the profitability of your Instagram ads. It measures the revenue generated in relation to the amount spent on advertising.

To calculate ROAS, divide the revenue generated from your ads by the total ad spend and multiply by 100.

A high ROAS indicates your ads generate a positive return and meet your marketing goals. On the other hand, a negative ROAS shows your advertisements are costing you money and may require some adjustments to your content strategy.

To ensure your ROAS remains positive, you can enhance your targeting to reach your ideal customer profiles. You’ll also need to optimize your ad creatives and landing pages.

Leverage generative AI technology to come up with different content types for your ads and landing pages. 

Then use A/B testing again to identify the most optimal elements that ensure maximum conversion. For example, you can split-test different headlines, descriptions, and value propositions.

To use ROAS for decision-making, you must first determine what an acceptable ROAS is. According to several marketing experts, a good ROAS for most brands is 4:1. This means a return of $4 for every $1 you spend on ads.

Knowing if your Instagram ROAS is good or bad will depend on the type of industry you are in and the size of your business. In some cases, businesses require a ROAS of 10:1 to remain profitable, while others can thrive with 3:1.

To estimate the ideal ROAS for your brand, you need to have a clearly defined budget and a firm grasp of your profit margin. A larger margin means your company can operate with a low ROAS. Smaller margins mean you must operate with minimal advertising costs.

Cost per Click (CPC)

Cost per click (CPC) measures the average cost you incur for each click on your Instagram ad. It helps you understand the financial efficiency of your ad campaign and compare costs across different campaigns.

Calculate your cost per click by dividing the total cost of the ad campaign by the number of clicks received. It’s important to note that a high CPC indicates you are not generating enough clicks from your ads which means your ad spending is inefficient and you are actually losing money.

If your CPC is low, it means you’re generating clicks at a lower cost, resulting in more efficient ad spending. The average CPC on Instagram hovers around $0.20 and $2.00. However, your CPC will depend on your product or service. For instance, airline ads will have a higher average CPC than the maximum during holidays.

By optimizing your CPC, you can maximize your ad budget and ensure you are getting the most value out of your Instagram ads.

To optimize your CPC, try experimenting with different ad formats like Instagram Stories, videos, and images to see which yields a better result at a lower cost. Also, refine your ad targeting to reach a more specific audience that’s likely to be interested in your product or service. This will result in higher click-through rates and lower costs.

In Closing

Advertising your business on Instagram is a great way to acquire customers. However, if you want to improve the performance of your ads and increase your ROI, you’ll need a way to measure the effectiveness of your Instagram ads.

To measure the performance of your Instagram ads, monitor key Instagram ad metrics such as reach, impressions, engagement, click-through rates, return on ads spend, and cost per click. This will help you gain valuable insights into the trajectory of your ads and make data-driven decisions to optimize your marketing campaigns.

Regularly analyzing these key metrics will help you refine your Instagram ad strategy and achieve greater success in reaching and engaging your target audience.

In today’s digital landscape, social media plays a pivotal role in business growth. Yet, with the myriad of platforms and strategies available, determining where to invest your resources can be overwhelming. That’s where an effective social media budget steps in. More than just a financial roadmap, it’s a strategic tool that can boost your business by guiding your social media efforts towards your goals. 

This article aims to simplify the process of creating a social media budget, walking you through the basics of budgeting, goal-setting, audience identification, platform selection, and budget allocation. So, whether you’re an established business owner or a startup founder, let’s delve into the journey of crafting a social media budget that works for you.

Understanding the Basics of Social Media Budgeting

Before we delve into how to create a social media budget, it’s crucial to understand what exactly a social media budget is. In simple terms, a social media budget is the portion of your marketing budget that you allocate towards social media related activities. These activities could include everything from creating and curating content, to social media advertising, to investing in tools that streamline your social media management, and of course, labor costs for those managing your social media presence.

The components of a social media budget can be broken down into four main categories:

  1. Tools: This could include anything from social media management tools like Hootsuite or Buffer, to graphic design tools like Canva, or analytics tools that help you track your social media performance.
  2. Advertising: Social media platforms often operate on a pay-to-play model, meaning you need to invest in ads to reach a wider audience. This could involve boosting posts, promoting your page, or creating targeted ad campaigns.
  3. Content Creation: This includes costs associated with creating content for your social media platforms - everything from photography and video production, to graphic design and copywriting.
  4. Labor: This encompasses the cost of hiring and training employees or contractors to manage your social media presence, create content, or run ad campaigns. It could also include the cost of outsourcing these tasks to an agency.

A comprehensive and well-structured social media budget ensures you’re not overspending in one area at the expense of another, and allows you to measure the return on investment (ROI) for your social media efforts, helping you make data-driven decisions for your business.

Identifying your Social Media Goals

Having clear goals is crucial because they dictate how your budget should be allocated, as different goals require different resources. Let’s examine some common social media goals:

  1. Increasing Brand Awareness: If your goal is to expand your brand’s reach and visibility, you might need to allocate a larger portion of your budget to social media advertising. This could involve promoting your page or boosting your posts to reach a wider audience.
  2. Generating Leads: If your aim is to use social media as a lead generation tool, investing in tools that help capture leads, like landing page builders or customer relationship management (CRM) systems, could be important. Additionally, you may need to put money into creating high-quality content that entices potential customers to share their information.
  3. Driving Sales: If you want to use social media to drive sales, then you might want to budget for features like social commerce (selling directly through social media platforms), or paid advertising targeting customers who are ready to make a purchase.
  4. Improving Customer Engagement: If your focus is on building a community or improving customer relationships, your budget should prioritize creating engaging content and possibly investing in social listening tools to monitor and respond to customer interactions.

These are just a few examples; the key takeaway is that your social media budget should align with your goals. By defining what you want to achieve, you can allocate your resources more effectively, ensuring that every dollar spent is contributing to your overarching business objectives.

Knowing Your Audience

Understanding your audience is a vital aspect of any marketing strategy, and social media is no exception. Knowing who your audience is will not only inform the type of content you create but also where you invest your social media budget.

You need to identify who your target audience is. What are their demographics? What are their interests? What challenges do they face that your product or service can solve? These questions will help you build a clear picture of who you’re trying to reach.

Also, you need to understand where your audience spends their time online. Different social media platforms appeal to different demographics. By understanding where your audience is, you can prioritize your budget for the platforms that are most likely to reach your target market.

Lankitha Wimalarathna, Founder and CEO of Hiveage, mentions: “You should understand how your audience interacts with social media. Do they respond well to videos, or do they prefer text-based posts? Do they engage with interactive content like polls or quizzes? This insight will help you allocate your budget towards the type of content that will engage your audience most effectively. Understanding your audience in these ways will ensure that your social media budget is being spent in the areas that are most likely to yield results.”

Determining Your Social Media Channels

Selecting the right social media channels for your business is critical and directly linked to your understanding of your target audience. Different platforms cater to different demographics and offer varied ways of content presentation and audience engagement.

Popular platforms include Facebook, Instagram, LinkedIn, Twitter, TikTok, Pinterest, and YouTube. Each platform has unique strengths. For instance, Instagram and TikTok are ideal for visually compelling content and younger demographics, while LinkedIn is perfect for B2B marketing and professional networking.

You don’t need to be on every platform; instead, focus on those that best align with your audience and business goals. Remember, it’s more effective to have a strong, targeted presence on a few key platforms than a weak, scattered presence across many.

Allocating Your Social Media Budget

Now that you’ve laid the groundwork by identifying your goals, audience, and platforms, it’s time to delve into the specifics of how to allocate your social media budget.

  1. Start with a Total Figure: Identify what total amount you have available for social media. This might be a percentage of your overall marketing budget, or a figure determined by your business’s financial circumstances.
  2. Break Down by Platform: Based on where your audience is, allocate a percentage of your budget to each platform. It’s wise to start with one or two primary platforms and allocate about 60-70% of your budget there, using the remaining for secondary platforms.
  3. Allocate Funds to Key Areas: On each platform, consider what your major costs will be. This could be content creation, ads, or labor. Typically, businesses spend about 45-55% of their social media budget on content creation and promotion, 25-35% on tools and software, and 20-30% on labor and outsourcing.
  4. Keep a Contingency Amount: Reserve about 10% of your budget for unforeseen opportunities, like a trending hashtag in your industry, or unexpected costs.
  5. Consider Seasonality and Key Business Periods: If you have times in the year when your audience is more engaged or more likely to buy, allocate more budget in these periods.
  6. Review and Adjust Regularly: A budget is a dynamic tool, not a static document. Monitor your performance and adjust your budget allocations as needed. If one platform is outperforming another, or one type of content is yielding more results, redirect funds as necessary.

Remember, creating a social media budget isn’t a one-size-fits-all process. It requires regular refinement and adjustment, but with time and experience, it can become one of your most effective tools for social media success.


Creating a social media budget for your business is a strategic exercise that encompasses defining your goals, understanding your audience, selecting the right platforms, and then allocating your budget wisely across various elements. 

While the process may seem complex, remember that it’s a dynamic and flexible tool. Regular monitoring and adjustments based on performance and changing trends are integral to ensure that every dollar spent contributes to achieving your business objectives. 

With the right approach, your social media budget can become a powerful ally in amplifying your brand, engaging your audience, and driving your business growth. Start planning today and open the doors to a world of social media opportunities.

TikTok is more than a social media platform. When users open the TikTok app, they aren't doing so to chat with friends. They go to TikTok for entertainment.

The nature of the platform's For You Page gives brands a unique opportunity. You don't need loads of followers for your content to be discovered. As long as your videos are entertaining and relevant, they find their target audience.

This is part of what makes TikTok marketing a powerful customer acquisition channel that helps brands spread awareness, build supportive communities, and drive conversions. 

While the company has faced its fair share of controversy, it’s one of the most-used social media apps in the world. As of April 2023, 44% of the US digital population uses TikTok. That means utilizing TikTok as an acquisition channel gives your brand access to over 116 million people.

That growth is backed by the user base’s strong purchasing power. TikTok’s in-app purchases amounted to nearly 500 million USD in the first quarter of 2023 alone.

After reading this blog, you’ll have all the information you need to harness that purchasing power with a winning TikTok customer acquisition strategy.

Organic TikTok customer acquisition

Open TikTok today, and you won’t be seeing many 15-second dance videos. The app’s culture has evolved significantly since its pandemic-era rise to fame. It’s still an entertainment platform, but user behavior classifies TikTok as a search engine, too. 

According to Senior Vice President Prabhakar Raghavan (in charge of Google’s Knowledge and Information organization), “Almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search… they go to TikTok or Instagram.”

Image Source

Their purchase intent and the platform’s searchability factor create a strong foundation for organic customer acquisition. 

Here’s how you can implement organic TikTok marketing content into every stage of your customer acquisition funnel:

Building awareness among TikTok's users

When it comes to building brand awareness without an established following, consider TikTok an asset. TikTok's users spend the majority of their time on the For You Page. It’s a constant stream of content cherry-picked by the algorithm. While some of the content is from creators they follow, most of it is stuff they’ve never interacted with. 

Brands can take the already insurmountable amount of reach even further by working with influencers. A steady stream of organic content is key to building a community of potential customers.

Fostering consideration with user-generated content

Value-focused content is ideal for users in the consideration stage. They’re aware of your brand— now it’s time to show what your products can do for them.

The credibility associated with user-generated content is also beneficial for nurturing familiarity into consideration. Find UGC by checking branded hashtags, account mentions/tags, and by using a social listening tool. You can also commission influencers from the TikTok creator marketplace to make native TikTok videos about your products– just remember to maintain transparency for all sponsored content. 

Inspire decisions with clear CTAs

Inspire users to make a purchasing decision by implementing clear, specific calls to action at the end of your TikTok videos. Your CTAs should be tailored to your TikTok audience. Tell your viewers exactly what steps they need to take to make a purchase. The steps will vary depending on what conversion pathway you set up. Try to make the process easy and fast. 

Strengthen your CTAs further by providing TikTok-exclusive offers like discount codes, freebies, or even a dedicated landing page designed just for your TikTok audience. 

Maintain loyalty with community management

Don’t forget about your customers once they reach the purchasing phase. Promote long-term customer loyalty through community building and customer service. Continue creating engaging content, manage customer queries from your comments and DMs, and grow customer lifetime value by releasing limited edition versions and special offers on a semi-regular basis. 

Paid TikTok customer acquisition

While TikTok ads may not be as well-established as other industry players, they still play an instrumental role in TikTok customer acquisition.

Best practices for TikTok creative

If you want a successful customer acquisition strategy on TikTok, you need high-quality, entertaining videos. The following tips can help you improve your video content:

Use the right video specs

Optimal TikTok video specs:

  • Aspect ratio: 9:16
  • Minimum resolution: 540x960px, 640x640px, or 960x540px.
  • File type: .mp4, .mov, .mpeg, .3gp, or .avi
  • Max file size: 500MB
  • Optimal video length: 15-60 seconds for organic videos and 9-15 seconds for paid ads.

Know your TikTok safe zones

Safe zones are the areas where your content is displayed on screen, unobstructed by any buttons or sidebars. Be mindful of the safe zones to ensure all valuable content is clearly visible.

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Be strategic with your TikTok video structure

Here’s a common product-focused TikTok video structure:

  • Hook: Give your viewers a reason to stick around by showing them what they can expect if they watch your video to completion. One way to do this is by teasing your solution.
  • Problem: Empathize with a problem they face.
  • Your solution: Show viewers an easy solution in action. 
  • CTA: Tell your viewers what to do next.

This structure can go full-on infomercial, leaning into the cheesy vibe for comedy, or it can follow a subtler approach. Some brands like to break the fourth wall in an effort to prove authenticity. 

Be genuine, even with ads

Life hacks are all over TikTok for a reason– they appear genuine and actually useful. This is the connotation you want to replicate with your content. You understand the viewer’s unique problem and have a solution to make their lives easier. 

Whether you’re making an organic video or an ad, follow the native TikTok format and design your content to fit the app’s unique culture. Basically, create your TikTok ads as you would any product-focused TikTok video. 

Use engaging features

Use all the features TikTok has to offer. Trending sounds, voiceover, closed captions, on-screen text, jump cuts, effects, colors, filters, and the like are all scroll stoppers that keep your audience engaged.

Remember intellectual property

Be mindful of any intellectual property used in your ads. IP boundaries are muddy on TikTok, but disputes currently in the works should be taken as a warning sign to brands using other users’ original audio for advertising purposes. 

Further reading: Check out our blog post “How to Nail Your TikTok Ad Creative”.

What products are TikTok ads best for? TikTok Advertising product alignment

TikTok ads are ideal for products that meet a need or solve a specific problem. Communities on TikTok are more niche than on other platforms. Organic hashtag research can lead to subcultures that align with your target audience.

The question is less "Are my target customers using TikTok" and more "What content do I need to put out to find them?" 

Your TikTok ads should visually represent your product's value proposition. This is one place where partnering with creators can change the game, as they are typically skilled at producing native videos that entertain while showing off your product's value.

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How to structure TikTok ad campaigns for customer acquisition

TikTok ads follow the campaign<ad group<ad structure. Brands can differentiate campaigns by objective, product, destination (app, website, or brick-and-mortar store), budget, offer, etc. Ad groups are a way to organize creatives. 

To get the most out of your ad spend, consider only displaying your ad in the TikTok feed. Include at least 3-5 unique, active ad groups per campaign and 2-3 unique creatives per ad group. When posting your creatives, uncheck the video download feature to keep your video from being saved and reuploaded by another account. 

Read this blog next: Every TikTok Ad Format You Need to Know and How to Use Them

How long does it take to test and validate TikTok ads?

The TikTok testing period can last 1-2 months. It takes time to gather enough conversion data to identify performance patterns. Factors that impact the testing period length include:

  • The conversion event
  • Sales cycle length
  • Audience behavior

If your optimization goal is conversions, TikTok recommends not making any changes to the targeting, bid, or budget before it passes the learning phase. This type of ad group typically exits the learning phase after 50 conversions. Post learning phase, keep your budget within 20-50% of the previous budget. 

How much does TikTok customer acquisition cost?

Here is the average cost of TikTok customer acquisition (TikTok CAC) according to Business of Apps:

  • Average TikTok engagement rate: 5-16%
  • Average TikTok Ads CPM: $10
  • Average TikTok Ads CPC: $1
  • Minimal spend per campaign: $500
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TikTok advertising budget best practices

Make the most of your TikTok advertising budget by adhering to the following recommendations:

  • Use automatic bidding, as manual bidding is too susceptible to spend volatility. Opt for manual bidding only when you have a specific window of time during which your ads should run.
  • Leave your campaign budget open.
  • Daily budgets for campaigns must be greater than  50 USD
  • Daily budgets for ad groups must exceed 20 USD. 
  • If you select Daily Budget for the campaign, you have to select daily budget in the ad group. If you select lifetime budget for a campaign, you can choose either lifetime budget or daily budget at the ad group level. 
  • When choosing a Bid Cap or Cost Cap bidding strategy, set your budget to be at least 20 times the CPA. 
  • Use app Event Optimization to run app installs. Keep your AEO budget over $100, covering at least 20 times the targeted deep conversion CPA.
  • When running conversion campaigns, select conversion as the optimization goal and Lowest Cost as the bid strategy. The initial budget should be 20 times the target CPA minimum. 

Delivery types: standard vs accelerated 

Standard delivery spends the budget as evenly as possible throughout the ad period. This method prevents leftover balance and optimizes the return. 

Accelerated delivery spends the budget in whatever way produces as many results as possible in the shortest period possible. This can result in a higher or lower fluctuating cost for a single result, but the average cost will still align with your bid. Accelerated delivery aims to get the highest exposure as quickly as possible. 

Measuring TikTok CAC (customer acquisition cost) ROI

While dividing the total ad campaign cost by the number of new customers acquired is the most effective way to measure ROI for a conversion campaign, brands can also measure the impact of their ads by calculating the difference between the view time per impression and the view time per viewer. The bigger the difference between these, the more people are rewatching the ad. 

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Step up your TikTok Customer Acquisition with MarinOne

MarinOne’s TikTok integration gives advertisers better insights and improved performance for their TikTok campaigns. 

Powerful analytics and advanced optimization enable you to run better reports, compare TikTok ads with other paid social campaigns, customize KPIs, automate bidding according to your campaign goals, respond to external signals with custom bid modifiers, refine messaging with search intent targeting, and more.

Jumpstart your TikTok customer acquisition with MarinOne today.

Are you keeping up with the ever-changing e-commerce landscape? If you said no, don’t worry; you’re not alone. The digital advertising market is progressing quickly, with innovation and technology as accelerators. 

What is in it for e-commerce advertisers in 2023? What’s trending now, and how can you elevate your advertising strategy for e-commerce success?

Let’s explore some of the significant trends shaping the future of e-commerce advertising. And more importantly, we’ll dwell on how you can take advantage of them to compete with the market leaders in your sector.

7 E-commerce Advertising Trends to Up Your Game

Here are the top seven must-follow trends to win this year's e-commerce advertising race.

Invasion of AI

“Hello, my name is Lisa, and I’m your virtual chat assistant.”

Nowadays, Getting such a greeting from an AI-powered chatbot on an e-commerce site is common. Chatbots are great for automating tasks, providing instant customer support, and streamlining business operations. Choosing a chatbot that aligns with your company's specific needs is crucial. Check out this one from Giesswein.

Indeed, artificial intelligence has already made a seismic shift in e-commerce. AI algorithms power up customer service and shopping experiences: personalized product recommendations (Amazon), dynamic price adjustment in real-time (Walmart), sentiment analytics (Sephora), predictive analysis (ASOS), etc. Recently, AI has kicked the door down and exploded into the room of e-commerce advertising with all its force; voice AI and chatbots are certainly part of that.

Voice AI is now ruling the kingdom of audio and video ads. This is one of the top trends in e-commerce marketing and an unmissable chance for brands to make ad content affordably and quickly.

You can unlock your creative ad potential with one of the following AI voice generators:

  • Instreamatic
  • Resemble.ai
  • Speechify
  • Aflorithmic.ai
  • LOVO.ai
  • WellSaidLabs

Video revolution

88% of people polled were convinced to purchase a product after watching a video from a brand. This explains why video content has become a massive trend in e-commerce advertising and why 91% of businesses use different types of videos as marketing tools. Just to name a few video ad types, there are:

  • Explainer video
  • Shoppable video
  • Customer testimonial video
  • Brand presentation
  • Comparison video
  • Interactive video
  • Live stream
  • Behind-the-scenes video, etc.

According to Tom Golubovich, Head of Marketing & Media Relations at Ninja Transfers, “Virtually, any video can supercharge your marketing game. But some do that better than others.” He provides several examples of video content that works best at the first stages of the marketing funnel:

“An explainer video is a perfect way to introduce website visitors to your brand. It’s ideal for the awareness stage.

Comparative advertising is an excellent tactic at the consideration stage. Videos with side-by-side comparisons of products or services can help you demonstrate what differentiates your brand from your competitor.”

Ninja Transfers, for example, meets potential customers with an interactive explainer video on the homepage. The ninja character advertises the brand and gives instructions on how to place an order.

Branded podcasts

Branded podcasting is indeed a gold mine for marketing, whether you’re working in B2B or B2C. There are many B2B giants like Cisco, Basecamp, or Slack utilizing this very tactic. And many B2C companies such as Duolingo, Sephora, Zendium, and Dior have also gone down this path. But it’s worth asking…does advertising via podcasts really work? The short answer is absolutely.

81% of podcast listeners pay closer attention to advertisements in podcasts than to TV or radio commercials or even social media ads! Moreover, podcast ads lead to a 14% rise in buying intent and a 24% boost in brand favorability.

Now consider this. As of 2022, podcast advertising in the US generated $1.8 billion in revenue. That is a 25% increase from 2021. Statista projects it to reach $4 billion in 2025. When and how did it happen that branded podcasts came into the arena of e-commerce marketing?

“Consumers became highly receptive to podcasts during COVID-19. And that’s when businesses hopped on this e-commerce trend,” explains Ben Knegendorf, Co-Founder of Dropship Breakthru. He shares his company’s experience:

“We started The Dropship Podcast in October 2021. We’re moving close to our 200th episode in the series about the ins and outs of the dropshipping business. So, with almost 200 episodes behind our back, we can assure you that a branded podcast is a superb tool to help you outflank your competition, engage with the target audience, and build brand authority.”

Interactivity in emails

Boring email as we knew it was dead. Long live interactive email advertising! Interactivity is a crucial secret to efficient content creation for email ads. Interactive email content boosts click-to-open rates by 73%. You can easily decorate your e-commerce ads in promotional emails with – 

  • Hover or rollover effects
  • Gamified elements
  • Sounds
  • Videos
  • Quizzes
  • GIFs

As for the latter, they drive conversions like crazy. For instance, a GIF-centric campaign by Dell saw a 42% increase in the click-through rate and a 109% increase in revenue.

Just look at how other e-commerce companies harness the power of GIFs and animations in emails. Here’s an animated promotion in the email by Bonobos.

Enhanced consumer privacy and data protection

“One of the most significant e-commerce advertising trends in 2023 is the privacy and security of customers’ data,” believes Volodymyr Shchegel, VP of Engineering at Clarion.

“That is why the General Data Protection Regulation (GDPR) should always be on digital marketers’ minds. It forces brands to be more transparent about gathering, storing, and managing user data and obtaining consumer cookie consent. At the same time, advertisers need to get ready for the cookieless future too,” he highlights.

Google, for example, has already announced its plans for entirely cookieless and privacy-first marketing. The company delayed cookie-cutting to 2024. It is still looking for privacy-preserving alternatives for advertisements.

You should keep watching this trend in digital advertising to stay on track with the latest news. Meanwhile, you can switch to non-intrusive advertising in e-commerce and easily find your way in the cookieless world with Marin Tracker. Check MarinOne’s GDPR FAQs and data privacy policies, and be sure you and your customers are safe.

Paid ads on social media

In 2022 already, social media made up 33% of all digital ad spending.

Let’s go through several profitable platforms for e-commerce advertisers and see how different brands leverage paid social advertising on each of those: Meta (Facebook), TikTok, and Pinterest.

Meta Ads

Meta (renamed from Facebook) still serves as the main lifeblood channel for brands. Why? Because Meta Ads have immense power to drive e-commerce sales.

There’s a tendency among e-commerce brands to use dynamic ads in a carousel format. Take a look at this one from AliExpress.

Get started with Meta Ads Manager and try it yourself if you haven’t done it yet.

TikTok Ads

The most popular TikTok ad formats are:

  • In-Feed Ad
  • TopView Ad
  • Brand Takeover Ad
  • Spark Ad
  • Branded Effect
  • Branded Hashtag Challenge

For example, such companies as ASOS, Guess, ZALORA, Chipotle, and e.l.f. Cosmetics rocked their audiences with the following Branded Hashtag Challenges: #ASOSAlterEgo, #ZStyleNow, #InMyDenim, #GuacDance, and #EyesLipsFace, correspondingly.

Consider using MarinOne + TikTok for Business to expand your brand reach with paid ads on TikTok.

Pinterest Ads

Have you noticed tons of promoted Pins in your Pinterest feed? See some examples of those in the screenshot below.

Then there are Promoted Video Pins, Promoted Carousels, Buyable Pins, etc. For example, Floor & Decor increased sales performance by 3x with shopping ads on Pinterest. Familiarize yourself with the Pinterest Ad bidding system before setting up an ad campaign on this social platform. Done? Great, you’re all set to manage Pinterest Ads like a pro.

Ads automation

Automate, automate, automate. This is not a mantra to repeat. You should do this right now to keep up with your competitors in the e-commerce business. Although mentioned last, this is one of the most critical e-commerce marketing and advertising trends. Already, 96% of marketers have tried automation to promote their business or are considering it for the upcoming year.

What makes them do that?

Of course, some valuable perks marketing automation has got in store:

  • Saved time and money
  • Alignment of marketing and sales
  • Dynamic personalization
  • Smoother customer journey
  • Effective budgeting for ad campaigns
  • Cross-channel monitoring
  • More intelligent decisions with analytics tools and more.

Gain a Competitive Advantage in E-commerce Advertising with MarinOne

So, you’ve got the list of advertising trends that will dominate e-commerce in the next 12 months. What next? It’s high time to jump on these trends and seize this opportunity to beat your online competition. Why else would you be here?

Let MarinOne take you on a tour to see how it can help you optimize your e-commerce ad campaigns with automation and data-driven reports.

Yahoo! DSP stands out as a platform that offers advertisers a unique blend of technology, scale, and customer relationships. Here's why advertisers should consider Yahoo! DSP for their campaigns:

The Best of Both Worlds

Yahoo! DSP combines the benefits of a walled garden with the transparency of an independent platform. This means advertisers get the advantages of a massive scale, proprietary inventory, and unique data without feeling restricted.

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Identity at its Core

In a post-cookie world, identity becomes crucial. Yahoo! DSP's best-in-class identity graph and first-party data ensure advertisers can connect the dots seamlessly. Even without IDs, Yahoo! DSP has got you covered.

Performance You Can Trust

With the power of machine learning, Yahoo! DSP drives performance without hidden fees or pricing inefficiencies. This ensures advertisers get the most out of their campaigns.

Exclusive Premium Content Access

Advertisers get exclusive access to Yahoo's premium inventory, which includes one of the largest premium native marketplaces. This ensures ads are placed in high-quality environments that audiences trust.

Attention-Based Advertising

Yahoo! DSP, in collaboration with MarinOne, allows advertisers to buy high-attention pre-bid segments. This move focuses on attention-based advertising, aiming to make ads more effective and improve the overall user experience. This can lead to higher revenues for publishers and better engagement for advertisers.

Direct Access to Owned and Operated Media Properties

Yahoo’s DSP provides advertisers with direct access to its owned and operated media properties. This means advertisers can buy inventory directly from Yahoo, ensuring better control and quality.

Unique Demand and ID Matching

Through its Connect ID, Yahoo’s DSP offers ID matching against deterministic first-party audience graphs derived from its owned sites, Yahoo Mail, and fantasy sports. This ensures advertisers can target their audiences more effectively.


A DSP Tailored to Your Needs

From planning and targeting to optimization and measurement, Yahoo! DSP is built to cater to the diverse needs of advertisers. Whether it's Advanced TV, Digital-Out-of-home, Audio, Native Ads, Video, Mobile, or Commerce, Yahoo! DSP has a solution.

A Shift Towards Direct Connections

Yahoo! DSP is part of a broader industry trend where DSPs are creating direct connections to publishers. This ensures better transparency, control, and efficiency for advertisers.

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A Cautionary Tale for SSPs

Yahoo's decision to focus on its DSP and move away from its SSP is a clear indication of where the industry is heading. Advertisers need platforms that provide value, transparency, and direct connections. Yahoo! DSP is positioned to offer just that.

In conclusion, Yahoo! DSP offers a unique blend of technology, data, and content that makes it a compelling choice for advertisers. Whether you're looking to target specific audiences, access premium content, or leverage attention-based advertising, Yahoo! DSP has the tools and capabilities to drive success.

Meet with a MarinOne advertising professional today to seamlessly incorporate Yahoo! DSP ads into your marketing strategy.

Traditional advertising models are no longer meeting the needs of modern marketers. Audiences expect customized messages and advertising channels such as television, radio, and print are unable to deliver personalized marketing messages to highly segmented groups. Even digital marketing has become more challenging with third-party cookies being phased out. The rise of retail media networks has disrupted the advertising landscape, providing a new and innovative way for marketers to reach their target audiences. 

By delivering precise, targeted advertising at scale, retail media networks offer numerous benefits to marketers looking to break through in the crowded digital space. As retail media networks become more popular, marketers need to improve their understanding of the system and how it can help them. 

In this article, we will discuss the rise of retail media networks, explore their impact on existing advertising models, examine the benefits they offer to marketers, and provide best practices for success when working with retail media networks.

The Rise of Retail Media Networks: a New Era in Advertising

Before we get into the impact of retail media networks, let’s be sure to understand what they are. Retail media networks are advertising channels owned by retailers, which they can use to advertise their own products or offer to third-party businesses. 

While retail businesses currently spend less than 10% of their marketing budgets on retail media, this number is expected to grow 5X by 2024. Retail media networks are expected to become as common and mainstream as social media advertising. 

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Retail media networks can help businesses deliver a level of personalization that third-party platforms could not. Especially in a privacy-conscious advertising space, retail media networks empower retailers with greater insight into their customers’ preferences without being unnecessarily intrusive. 

Benefits of Working with Retail Media Networks

Retail media networks can deliver marketers significant benefits, from granular reporting to improved customer targeting. Here are the top five reasons why modern marketers should use retail media networks:

Targeted Advertising at Scale

By leveraging consumer data collected by retail platforms, retailers can offer precise targeting of advertising to specific audiences, improving the likelihood of engagement and conversion. In a recent survey, marketers shared that a key reason they use retail media networks is their ability to deliver access to difficult-to-reach customers at scale without compromising on personalization. 

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Increased Revenue

Retail media platforms provide an entirely new revenue stream for retail companies, enabling them to monetize their customer data by offering targeted advertising to marketers. There are multiple ways businesses can use this data to increase revenue. They can use the customer data themselves to encourage more purchases or they can offer targeted advertising to other companies that might be interested in reaching the same types of customers—or they can choose a combination of both. 

Enhanced Customer Experience

Customer experiences are often used by retailers as a differentiating factor that helps them rise above the competition. Through personalized and relevant advertising, retailers can improve the shopping experience of their customers by presenting them with products that align directly with their interests and needs. This can be done at scale with first-party data and an advertising channel that is completely controlled by the retailer itself. 

Pro tip: Deploy a composable CDP architecture. This architecture allows for unparalleled flexibility in collecting various data types, both in batch and real-time. Composable CDPs integrate the data and centrally manages it, making it readily available for downstream applications like Retail Media Networks.

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Improved Performance Metrics

Retail media networks offer advertising solutions with tracking and measurement capabilities, enabling advertisers to monitor and optimize performance to increase return on investment. Since the retailer owns the advertising platform, they have unfettered access to extremely granular customer data. This allows them to build highly comprehensive profiles for each customer and adjust outreach to them to guarantee the best results possible. 

Pro tip: Utilize a closed-loop measurement approach. Closed-loop measurement is a technique used to gauge the effect of advertisements on consumer buying behavior, encompassing both online and offline activities. By employing this approach, you can monitor the performance of your advertising media campaigns throughout the entire purchase process. Assess the success of an advertisement in leading to a sale, and understand how your investment in media correlates with actual customer purchases.

This method provides insights into the channels, creative content, and publishers that are most influential in boosting sales. Additionally, it aids in fine-tuning your media strategy to guarantee the maximum return on your investment in media.

Here's an illustration of closed-loop measurement at work:

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Cost-effective Advertising

Traditional advertising channels have become less popular and effective with the introduction of social media and retailers have had to adjust their marketing strategies to reflect this. However, it is not enough for marketers to simply focus on digital marketing while ignoring other avenues available to them. By utilizing retail media networks, advertisers can build assets and avoid the high costs of traditional advertising channels such as TV, print, and radio, and instead benefit from more affordable and targeted advertising solutions.

How to Make Retail Media Networks Work for You

Once marketers have decided that they want to make use of retail media networks to reach their most important customers, they need to understand how that can be done effectively. Here are some tips that marketers should consider when using retail media networks in their campaigns: 

Use Specific Ads for Each Target Audience

Retail media networks allow marketers to fine-tune their targeting efforts without being invasive. However, using the same advertising to reach out to disparate audiences can significantly hamper its effectiveness. Each customer segment has unique needs and preferences when it comes to how businesses communicate with them. Customers that prefer in-store advertising can be delivered advertisements designed just for them while customers on different social media platforms also have their own specially designed advertising. 

Pro tip: Take advantage of location analytics. In-store retail media's challenge is accurately gauging promotional impact and ROAS, especially for non-endemic products. Brands want more than impressions; they seek tangible improvements in conversions and sales to justify advertising spend. Location analytics can enhance this assessment. For example, if a gym advertises at a health food chain, offering QR code discounts can track leads, while foot traffic data provides a broader evaluation. This data can analyze cross-shopping habits, track targeted demographic visits, identify specific campaign locations' most successful areas, and study visitation patterns and consumer profiles during the campaign, offering a comprehensive understanding of the promotion's success.

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Build a Strong Data Foundation for a World without Third-party Cookies 

Businesses need to transition from using third-party to first-party cookies but not every business has a system set up to enable that. Retail media networks can help plug this gap. These systems allow businesses to collect and organize first-party customer data. Retail media empowers retailers to learn more about their customers’ preferences and adjust in-store and online experiences accordingly.  

Enable Omnichannel Access to Shoppers Who are Ready to Make a Purchase

Businesses typically have larger audiences in store than on digital platforms and marketers have been able to capitalize on shoppers who are ready to make purchases in-store. However, this ability hasn’t been as effective online. Retail media networks allow marketers to plan an omnichannel strategy and encourage more conversions across online and offline channels. 

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Drive Customer Engagement Early in the Decision-making Process

Customers tend to research the products they want to buy before making the purchase. Marketers may ignore the role that their own retail site plays in engaging with the customer early. By leveraging the vast reach and targeting capabilities of these networks, businesses can place their products and advertisements directly in front of potential customers when they’re in the early stages of exploring and researching products. 

This early and strategic engagement has several benefits for businesses:

  • Build brand awareness
  • Establish credibility
  • Capture the attention of customers who are actively seeking information and solutions
  • Effectively influence consumer purchase decisions
  • Foster brand loyalty
  • Create meaningful connections with customers from the very beginning of their buying journey.

Deliver a Consistent Experience Across Social Media Platforms and Retail Sites

In a bid to stretch marketing dollars, marketers can easily make the mistake of focusing on specific platforms while ignoring others completely. A combination of utilizing retail media networks and optimized social media marketing is the key to reaching the largest audience possible while still being targeted. These networks leverage advanced targeting and data capabilities to ensure that advertisements and brand messaging are consistently presented to consumers across various online channels. 

By integrating with multiple platforms and sites, retail media networks enable businesses to synchronize their campaigns, creative assets, and messaging to create a cohesive brand experience. This consistency not only strengthens brand recognition but also helps to build trust with customers as they encounter familiar and consistent messaging wherever they engage with the brand. By delivering a seamless and unified experience, retail media networks empower businesses to reinforce their brand identity and effectively communicate their value proposition to potential customers, regardless of the platform or site they encounter.

Bridge the Gap Between Sales and Marketing

Marketers can be preoccupied with metrics such as views and impressions but this does not always translate into more sales for the business. Retail media networks can help provide the sales data that marketing teams need to adjust their strategies as necessary. 

Why MarinOne is the Best Solution for Marketers in this new Advertising Environment

With MarinOne, marketers gain a holistic view of their campaigns across different retail media networks, allowing for better coordination, data analysis, and decision making. It simplifies the complex task of managing and optimizing advertising budgets, bids, and creative assets across multiple platforms and networks.

Additionally, MarinOne offers comprehensive reporting and analytics capabilities, giving marketers deep insights into the performance of their retail media campaigns. They can access unified dashboards, track key performance indicators, and measure the effectiveness of their advertising efforts across retail media networks.

Overall, MarinOne empowers marketers to evolve and thrive in a marketing environment where retail media networks are commonplace. It streamlines campaign management, enhances optimization capabilities, and provides powerful insights, enabling marketers to achieve better results and drive growth in this evolving landscape.

To get started today, schedule a demo with one of our MarinOne experts.


iOS 17 is here, and now tracking parameters that allow cross-site tracking will be removed from Safari private browsing and links shared in Apple messages and mail. UTM parameters are unaffected, but Safari will remove Google and Facebook click IDs.

Ok, tell me more…

Apple’s focus on privacy over the last few iOS releases is clear, and iOS17 is no exception. At WWDC in June, Apple announced that Private Browsing mode in Safari will be more private, adding Link Tracking Protection to remove some URL parameters. 

Safari doesn’t remove all URL parameters, only those that track an individual user across websites. Apple is not publicizing the list of affected parameters, but we believe that UTM parameters are unaffected. Click-specific parameters will be removed, like those added by Google and Meta upon an ad click. Here’s a site that reports on specific URL parameters but does not yet reflect Privacy Mode on Safari.

In addition, users can opt-in to have Safari remove these tracking URLs even when not in Private Browsing, but most users will not enable this setting.

What’s the impact?

iOS updates take time, so you should expect the effect to begin this week and ramp up as users upgrade their devices to ~90% adoption by the end of the year.

These changes will not affect most paid traffic on Safari because that traffic comes through a publisher, not an email or message. While Safari private browsing will be affected, Marin estimates Safari private browsing is used by 20% of Safari users, but most users only use Private Mode occasionally. Google is more likely to be affected than Meta properties because ad clicks happen in the browser, not in an app.

If you rely on publisher tracking and don’t want to experience data loss, you can look at a third-party tracking solution, like Marin Tracker, that doesn’t rely on Google Click IDs.

You should also ensure there are no errors on your website if you rely on a URL parameter that Safari removes.

What’s next?

Private Click Measurement is Apple’s privacy-safe alternative if you need measurement that is blocked by Link Tracking Protection. Here’s a video from WWDC’21 giving an overview of the capabilities. As of iOS17, this is also available for Safari Private Browsing.

Apple may start applying this logic to non-private modes. If this happens, advertisers can set up dedicated landing pages for each highly granular sub-topic and concentrate their traffic on fewer criteria (such as keywords). This approach will help provide accurate measurement without using parameters.

  • Marin can upload revenue based on the landing page and allocate it to the criteria on a click-weighted basis.
  • Marin can assist with the migration to parameterless criteria / ads
  • For selected customers, Marin can run an incrementality study to prove your ads' impact more reliably.

We don’t expect Google to follow these changes, at least not anytime in 2024, as they are still working on the long-delated around cookie deprecation and blocking.

Need help navigating these changes? Click here to set up time with one of our experts.

According to DemandSage, Instagram is one of the most popular social media channels available, with over 2.35 Billion monthly active users. With such an extensive use case, especially for those in crucial customer demographics such as millennials and Gen Z, it's not surprising that many businesses try to harness the power of Instagram to facilitate growth. 

One way that businesses try to grow on Instagram is through partnering with influencers. These are individuals with a large or highly-engaged audience, and often both. Companies can use influencers to promote their products, pages, and more, and it has many benefits to implementing this marketing tactic. 

However, with things like costs and brand perception to consider, many people still question if using Instagram influencers to advertise your business is effective. Here's a deeper dive into the practice and why it can be a good idea for you. 

What is Instagram Influencer Marketing? 

Influencers exist on all social platforms, including Instagram, often serving similar functions and purposes. An influencer would have built a following by posting about a particular niche, lifestyle, or aspect of their life, with users engaging with the content because they find it entertaining, educational, or memorable. 

Over time, these influencers have built credibility and trust by being authentic and, for many, a source of inspiration. This reputation makes them perfect for businesses to partner with, as soliciting a promotional post with an influencer can get your product recommended by someone with a huge reach and genuine influence over the followers. 

One of the most famous influencers on Instagram is Kim Kardashian. With millions of followers, brands often pay for her to post content featuring their products in the hopes that some of those followers will be inspired to use the same products. You can follow a similar principle when partnering with an Instagram influencer. 

Mark Pierce, CEO of Colorado LLC Attorney, says, "Influencers have already done the hard part and built an engaged audience that trusts them. Advertising with influencers allows you to borrow their influence to promote your products." 

There are many different types of influencers you can use. They are broken down into: 

  • Nano-influencer - 10,000 followers or fewer
  • Micro-influencer - 10,000 to 100,000 followers
  • Macro-influencer - 100,000 to 1 million followers
  • Mega influencer - 1 million or more followers 

Regarding the different types of influencers, Stephan Baldwin, Founder of Assisted Living, says, "Don't disregard the potential of nano-influencers. Despite their small audience size, those followers are usually highly engaged and focused on that influencer's niche. Partnering with the right nano-influencer can help you find the best leads."   

Does Advertising With Instagram Influencers Actually Work? 

The states show that advertising with influencers can help your brand grow in audience size and revenue. Civic Science reported that 14% of Gen Z social users and 11% of millennials bought a product after seeing it promoted via influencer marketing. This may sound small, but it offers great potential when you remember that over 2 Billion users are on Instagram. 

The benefits of influencer marketing can be huge. As influencers have built up a trusted persona, having your products featured and advertised on their content can make your brand appear more genuine, helping to boost your reputation. Furthermore, partnering with the right influencers that work well within your niche can position you as an essential brand among your target audience. 

For example, if you run a sports equipment business, you can position yourself as an industry leader by having your products showcased by influencers within the sport niche. 

By using Instagram influencers to build trust, your reputation will soar. Managing your brand's online reputation is critical for business growth, and working with influencers can help with that. 

As well as that, influencer marketing can help you reach audiences you may not have been able to reach organically. Gerald Lombardo, Head of Growth at Popl, says, "It can be hard to penetrate a new market or demographic, especially if you want to expand in a new country. Using influencers can help you get a strong foothold."  

The best-performing type of influencer content on Instagram is videos. Ironic for an app that started by focusing on image sharing, reels see the most use on Instagram. This means you can pair your Instagram influencer marketing with Instagram Video Ads to capitalize on and maximize your campaign's reach.

How to Effectively Use Instagram Influencers

Using influencers is one of the best strategies for sponsoring products on Instagram, but you have to use them effectively and in the right way. Here are a few things to do to make sure that your campaigns are the most effective they can be: 

Know your audience 

You need to do market research on your brand to determine the type of Instagram users you should target. Certain brands and products appeal to specific individuals, so to ensure you work with the right influencers, you need a good grasp of the demographic that best suits your product. 

After that, you must research potential influencers to see if their audience suits your brand.

Jesse Hanson, Content Manager at Online Solitaire & World of Card Games, says, "We target a specific audience with our advertising. It can be a waste of effort and resources marketing to the wrong individuals, so fully understanding the type of audience influencers have can be super helpful." 

Pro tip: Studying your competitors' Instagram audience can provide valuable insights about your target demographic. Analyzing their followers and post types can help shape your audience profile and identify any overlooked segments.

Sprout's Competitive Analysis Report allows you to track your competitors' Instagram performance, engagement, audience growth, and compare it with yours. This enables you to identify key competitors and scrutinize their audience composition.

Follow the rules

When working with influencers, there are clear rules that both of you need to follow. The main thing is that when an influencer posts content featuring your product that they're being paid or compensated for, they must disclose that it's an ad clearly. Usually, an influencer will showcase this by adding '#ad' to the content. 

Although this is the influencer's responsibility, your business can get flack if they fail to follow these rules. That's why it's a good idea to draft up some guidelines and include this disclosure requirement in your contract so that they're more encouraged to do it. 

Pro tip: Launching an influencer campaign may draw your attention to vanity metrics like likes and comments. However, the true measure of a campaign's success lies in its return on investment. One effective method is using UTM parameters to track website visitors and engagement from each influencer. By assigning unique UTM-coded links to each influencer, you can accurately assess the campaign's impact on your revenue.

Follow the three R's 

The three R's principle can make choosing the right influencer easier for your business. The three R's represent Relevance, Reach, and Resonance. You want to make sure that your business is relevant to the influencer. For example, a home design influencer won't be relevant to a Crypto business and could alienate the audience. 

The reach needs to align with your goals. This isn't just about trying to get an influencer with the most followers; those followers need to be engaged and suit your product. Resonance is all about ensuring that your product offers a solution many followers experience. For example, a male grooming business will resonate well with an influencer with a predominantly male audience.

Tim White, Founder of Milepro, says, "The three R's govern most businesses' approach to influencer marketing. The more that aligns with your business, the more effective the campaign will be.  

Pro tip: Leverage an Influencer & Creator Database Solution – Without the appropriate resources, identifying the perfect collaboration can seem like a daunting task; but remember, you don't have to shoulder all the burden. By utilizing a dedicated platform such as Mavrck's influencer marketing solution, you can effortlessly find and establish connections with creators and influencers for your upcoming campaign.

Integrate Influencer Marketing into Your Advertising Strategy

Instagram influencer marketing can give your business a massive boost when done correctly. Influencers can get more eyes on your product and use their unique relationship with their audience to get them to trust your brand, making you more credible. 

Not every influencer marketing campaign will work, and you will need to put the effort in to see results, but they can become an effective way to advertise on the platform. If you’d like to get into the weeds with an expert consultant on how to make your influencer marketing plan effective, or to tackle any advertising question, the team at Marin is ready to help you get started.

Roman Shvydun is a guest contributor to the Marin Software blog.

In the digital marketing world, successful leaders possess a unique combination of strategic thinking, technical expertise, and a talent for connecting people. One such individual is Meg Madden, the Vice President of Products at Marin Software. With her vast experience and remarkable achievements, Madden has established herself as a trailblazer in the industry. In this article, we delve into Madden's professional journey, her accomplishments, and the values she holds dear.

A Journey of Growth:

Meg Madden's professional journey can be traced back to June, 2012 when she joined Marin Software, a leading provider of digital marketing solutions. Her tenure began as an Online Marketing Manager, where she excelled in activating social strategies for notable companies such as General Motors and PayPal. While working in the Austin office, Madden was instrumental in fostering team growth and spearheading global strategies for paid strategies, including collaborations with AT&T.

As a Pod Leader for the Austin team, Madden showcased her leadership skills by managing independent network agencies and overseeing account directors and customer managers. She also played a crucial role in breaking down silos within teams, facilitating cross-channel and cross-regional collaboration. Her efforts resulted in forming the Global Customer Engagement Team, further strengthening Marin Software's customer-centric approach.

Professional and Educational Background:

Before joining Marin Software, Meg Madden pursued an MBA at Yukon, where she honed her skills in business management. Prior to that, she served as a Social Media Manager for Quickluck, showcasing her expertise in leveraging social media platforms to drive brand engagement. Madden's educational journey began at Yale, where she earned a BA in American Studies, providing her with a solid foundation in understanding consumer behavior and cultural dynamics.

Beyond the Office:

Meg Madden's story is not just defined by her professional accomplishments. Growing up on the border of Texas and Mexico in Harlingen, TX, she was exposed to a multicultural upbringing. This experience instilled in her a deep appreciation for diversity and a strong sense of community. Madden's formative years were marked by active involvement in various activities, from playing softball and participating in color guard to volunteering at the Women's Crisis Center.

Even today, Madden continues to impact others' lives through her volunteer work positively. She regularly guest lectures at Stanford Business School, sharing her industry insights and experiences with aspiring business professionals. Additionally, she remains active in her church group, contributing to the children's ministry and participating in activities at the cowboy church located on the rodeo grounds.

Meg Madden's personal life revolves around her family. She is a proud mother to three children, aged 8, 6, and 3, comprising two boys and a girl. Her husband has taken on the role of a stay-at-home dad, allowing Madden to focus on her professional endeavors while balancing her responsibilities at home. Madden believes that being a mother is the most challenging yet rewarding role she plays, finding solace in her rural lifestyle on a farm, complete with chickens and ducks.

Values and Inspirations:

When it comes to personal values, Madden emphasizes the importance of continuous learning. She believes that staying curious and open to new ideas is key to personal and professional growth. Additionally, she has always learned to assume positive intent, realizing that it took her some time to truly understand the impact of this mindset.

Madden's unwavering commitment to her team's growth is one of her proudest achievements. She takes immense satisfaction in witnessing the professional progress of individuals who have worked under her guidance. Many of these talented individuals have either moved on to new opportunities outside of Marin or have climbed the ladder within the organization itself.


Meg Madden's journey from an Online Marketing Manager to Vice President of Products at Marin Software is a testament to her exceptional skills, dedication, and ability to connect people. Throughout her career, she has prioritized breaking down silos, fostering collaboration, and building customer-centric solutions.

Is your campaign optimization limited to what happens on your website or in your app? What about offline sales or repeat purchases? If you aren’t including this valuable data, you’re limiting the results you can expect from your online campaigns. That’s why you need to unlock the valuable data in your CRM and make it accessible to the publishers. And for those using Hubspot, this is easier than ever with Marin’s newest integration.

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The Perfect Pairing

HubSpot, the inbound marketing powerhouse, provides businesses with tools to attract, engage, and delight customers. From lead generation to customer relationship management, HubSpot offers a comprehensive suite of solutions that foster meaningful interactions with target audiences. Marin Software, on the other hand, is a leader in marketing analysis and digital marketing optimization and automation. Integrating CRM data from HubSpot with Marin creates a powerful blend that can supercharge campaigns.

Unleashing the Power of CRM Data

For many businesses, what happens online or in the app is only the beginning. Do you have a longer sales cycle that begins with a form on the website? What about call centers or sales in physical stores? Even pure-play e-commerce sites should think about repeat purchases and customer lifetime value.

In each of these cases, the goal is the same: rather than measuring the effectiveness of your campaigns based on a single upstream event that happens online. You should be optimizing to the actual value of that customer. The CRM often holds this data which is not available to the publishers' tracking pixel. As a result, your ROI is not correct. You are likely making decisions based on incomplete data. 

However, it’s possible to tie this customer-level data back to the data you get from the publishers–like Google, Meta, or Microsoft–to get the full picture. This will help you identify which campaigns drive the most business value and which are wasting money.

Marin’s integration with Hubspot makes this easy. We align the CRM data with the campaign data, giving you the complete picture. This means that marketers can now tap into a wealth of customer insights, behaviors, and interactions stored within HubSpot's CRM–and use these invaluable nuggets of information to refine their advertising strategies in Marin.

Top Benefits

  • All-in-One View: The integration creates a dashboard that brings together data from HubSpot and the entire publisher ecosystem. This way, it's easy to track performance in one AI-powered dashboard.
  • Less Hassle: No more manual data aggregation and normalization. The integration takes care of it, saving time and stopping mistakes.
  • Smarter Bidding: Knowing what customers are up to helps in setting bids. This means putting money where it makes the most impact.

A Bright Future

Blending the insights from HubSpot and Marin Software sets the stage for smarter campaigns. It's like making sure ads reach the right people at the right time. Businesses that jump into this new way of marketing can lead the pack in a world where personalization and profit go hand in hand.


Do you feel like your search and social media campaigns are missing something? They might be if your optimization strategy is limited by the data from your website and/or app. If you’re not able to account for offline sales or repeat purchases, you’re limiting the results you can expect from your online campaigns. That’s why you need to unlock the valuable data in your CRM and make it accessible to the publishers. That’s why, here at Marin Software, we’ve been busy building the integrations to unite your complete campaign and customer data set. And we’re excited to welcome a new connection: HubSpot.

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With our HubSpot integration, easily combine the power of your data and get these benefits:

  • All-in-One View: The integration creates a dashboard that brings together data from HubSpot and the entire publisher ecosystem. This way, it's easy to track performance in one AI-powered dashboard.
  • Less Hassle: No more manual data aggregation and normalization. The integration takes care of it, saving time and stopping mistakes.
  • Smarter Bidding: Knowing what customers are up to helps in setting bids. This means putting money where it makes the most impact.

Check out our latest press release to learn more and reach out to get started unifying your marketing data ecosystem today.

If you’re considering spending money on ads to reach your target audience, you want to ensure that the money is well spent, and spent in the right place – somewhere like Google. With more than 92.5 billion visits per month, Google is one online opportunity that is virtually limitless in terms of reach and investment.

Most popular websites by unique monthly visitors, November 2022

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In this guide, we’ll discuss how to use Google’s keyword match types and everything you need to know to optimize your campaigns so you can achieve the best results from your ads. 

Keyword match types

Keyword matching is an essential aspect of any successful Google Ads campaign. By choosing the right keyword match type, you can control which search queries trigger your ads to appear. 

Broad match 

Just as its name implies, broad match is…well, broad. As the default match type in Google Ads, these keywords cast a wide net, allowing your ad to show for any search query that includes the keywords you've chosen and related variations and synonyms. They can even match for searches that don’t include your exact keyword terms. 

Because broad match keywords collect a wide range of search terms, you save time that might be spent brainstorming and manually creating a keyword list. In addition to its enormous reach, broad match has a very loose query match, meaning that search term variations are very likely. Broad match is effective, but it leaves you with little control over which searches trigger ads and increases the likelihood of your ad showing for irrelevant searches, leading to wasted impressions and clicks.

Another downside is that broad match keywords often result in poor quality scores and don’t guarantee traffic quality if you aim to maximize landing page traffic. 

Broad match modifier

While similar to broad match, a broad match modifier is more refined. These modifiers allow you to reach a more targeted audience. To use this match type, you add a "+" before the word you want to bid on in the keyword phrase. Without the "+," the ad won't appear. In other words, your ad will show up only for the specific keywords you choose. For example, the keyword “coffee cup” might match with “coffee beans” or “mug,” whereas “coffee +cup” could compare with “teacup” or “cup holder.” On the other hand, selecting “+coffee +cup” requires both terms for your ad to appear, though they can be in any order and include additional text.

With broad match modifiers, the search query can be in any order as long as the keyword with the "+" is present. Broad match modifiers give you greater control over reaching a wider audience and improve the quality of leads you get from your ads.

Phrase match 

Phrase match is a more restrictive match type that requires the search query to include the exact keyword phrase, with words before or after the term. This match type can help you reach a more targeted audience while allowing for some flexibility in the order of the words.

Exact match 

Exact match only shows your ad for searches that exactly match your keyword phrase, with no variations or different words. While this match type limits your audience size, it can be helpful for very specific and targeted campaigns and gives you maximum control over which searches can trigger ads on the SERP. 

The good thing about exact match is that it leads to high relevancy and quality traffic, and as a result, you will pay less for junk clicks.  However, it’s time-consuming, and your reach is not very wide. Furthermore, there’s a chance you could miss valuable keyword-related traffic or long-tail keyword searches because exact match keywords only catch specified search terms. 

Negative match 

Even when your keyword list is thorough, chances are your ads will still appear for irrelevant search terms, making search term exclusions just as significant as inclusions. By adding negative keywords to your list and blacklisting them from your campaigns, you can avoid the “bad fits” most likely to waste ad spend. 

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Why keyword matches are important for your business

Selecting the right keyword match type ensures that your Google Ad campaign budget is used effectively to reach your target audience at the right time with the right message – without spending on irrelevant clicks. When you bring in the right type of traffic, you’re more likely to attract new customers, increase sales, gain higher click-through rates, better conversion rates, and ultimately maximize ROI. 

How match types affect your search ad results

Match types play a crucial role in determining the success of your account as they control which search queries you bid on. When selecting match types for keywords, consider these factors:

  • Performance

The performance of keywords and similar keywords can give you an idea of the best match type for maximizing return on investment.

  • Competition

Observing how your competitors bid on terms and how they structure accounts can impact your return. Looking closely at how they have historically performed can also provide valuable insight. 

  • Bids

Bids, including cost per click and cost per conversion, can be significantly influenced by match types and may determine the best match type to use.

  • Account structure and ad text

How an advertiser structures their account and creates specific ads for different match types can significantly impact the performance of varying match types.

4 Best practices for Google ads keyword targeting

Keyword targeting helps you reach the right audience, increase your visibility, and drive more conversions. With these four best practices, you can make the most of your advertising budget and reach your target audience more effectively:

Close variants

Close variants extend the coverage of your keyword match types to encompass similar searches. This means that searches including misspellings, singular/plural forms, derivatives, abbreviations, and accents can be matched with close variants. It’s crucial to be aware of the impact of keyword variations on your campaigns.

Negative keywords

Knowing that keywords can be ambiguous, it’s essential to consider adding negative keywords to your campaign. When you add them, use either broad or phrase match negatives or use exact match negatives to fine-tune your ad groups.

Display keywords and video keywords

Keywords on the Google Display Network, including display and video keywords, are all used in broad match form. You can use them to reach content related to your products or services. However, it's important to note that this targeting method is only sometimes precise, and your ads may appear on websites that are not directly related to your display keywords.

Test and adjust

Continuous testing and adjusting will make your Google Ads campaign successful. Regularly monitor the performance of your keywords and adjust your bids, ad copy, and targeting as needed. When you do, you’ll discover the best keywords for your campaign and optimize your results.

Supercharge your next search campaign

There’s no doubt that with Google Ads’ expansive reach and authority, adding it to your paid strategy will produce results. To get started, use the tips we covered, and iterate and refine as you go. 

By teaming up with MarinOne, you can create a successful Google Ad campaign that will drive clicks and convert leads. To get started, reach out to one of our MarinOne team experts today.

Google created conversion value rules to give advertisers more control over their ad spend. Essentially, they allow advertisers to tell Google what conversion factors result in the highest value. Conversion value rules enable strategic management to combine advertiser expertise with automation to get the best ROAS possible. 

What are Conversion Value Rules?

Conversion value rules allow users to modify the value of conversions based on the category of the conversion action and the following three impression dimensions

  • Audience membership
  • The physical location or location of interest
  • Device

Advertisers can use the Google Ads API to define conversion value rules, combine them into a conversion value rule set, and apply the rule set to either your whole Google Ads account or to your chosen campaign. The Google Ads API report presents a segmented breakdown of your conversion values' original, unadjusted, and adjusted portions. 

Conversion value rules are comprised of two elements:

  • Conditions that determine when they are applied
  • The action is taken once they are applied

They are used in real-time to optimize target ROAS and maximize conversion value, utilizing smart bidding. Remember that smart shopping campaigns don’t support tCPA and max conversions.

Conversion value rule conditions

Conversion value rule conditions can be defined in a few fields:


The audience_condition field applies the rule to impressions associated with a particular audience, which can be Google or first-party audiences. You can further specify resource names using the user_lists or user_interests fields. To retrieve the resource names of all available user lists or user interests, issue a search stream or request of GoogleAdsService where the FROM clause of the query is user_list or user_interest.

Audience_conditions containing multiple user lists and user interests will match impressions with any associated user lists or interests. 


Device_condiiton applies to impressions that match specified device_types from the following list: 

  • UNSPECIFIED: Not specified
  • UNKNOWN: Used for return value only. Represents value unknown in this version
  • MOBILE: Mobile device
  • DESKTOP: Desktop device
  • TABLET: Tablet device


This applies to impressions that meet predefined location criteria. 


Each conversion value rule can have two conditions. Rules with no conditions apply to impressions that don’t meet the conditions of another rule in the set.

Conversion values created at the campaign level will not impact bidding performance or reported conversions for other campaigns. 

  • Account-level campaign values rules: apply to Search, Display, and Shopping
  • Campaign-level value rules: apply to Search, Display, Shopping, Smart Shopping, and Pmax for retail
  • D&E test with value rules: apply to Search and Display only

Benefits of Using the New Conversion Value Rules in Google Ads

Using Conversion Value Rules is a no-brainer if you want to improve your Smart Bidding results. Conversion Value Rules help advertisers accurately portray the value of conversions for Smart Bidding so they can optimize toward the most valuable conversions. This is the most sure-fire way to take control of Smart Bidding results. 

When you show Google which conversions hold the most significant value for your brand, ad spending will optimize according to what brings your brand the most revenue, profit, offline conversion value, or lifetime value– all in real-time. 

Conversion Value Rules also simplify reporting and optimization by eliminating the need to change tagging code.

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How do Conversion Value Rules work?

Here’s a quick rundown on the different elements of Conversion Value Rules and how they work:

Rule action

Every rule must have an action consisting of an operation and a value. This action shows Google how to adjust the conversion value for the rules that meet your conditions. You can use one of three values: 

  • Add: Adds a value greater than 0 to the original conversion value. 
  • Multiply: Multiplies the original conversion value by a specified value between 0.5 and 10. 
  • Set: Sets the conversion value to a specified value greater than 0. It can only be used under certain conditions.
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Creating a rule set

After making at least one Conversion Value Rule, you can create a Conversion Value Rule Set consisting of conversion action categories and Conversion Value Rules. 

A conversion action category is the list of conversion actions the rule set applies to. If this list is empty, the rule set applies to all categories. If it isn’t empty, then it must contain a single store visit or sale. 

You can only set the conversion action categories when creating the rule set. 

The SET action can only be used in one of the following scenarios: 

  1. The account is allow-listed, and the conversion action categories of the rule set are empty, 
  2. The conversion action categories of the rule set contain a single entry of store visit or store sale, the set's dimensions only contain an entry for no condition, and none of the condition fields of the rule are set. 

You can include each conversion value rule in just one conversion value rule set. If the Conversion Value Rules contain a resource name of a rule that is in the Conversion Value Rules of another rule set that is either enabled or paused, the operation will return a data constraint violation error.


The list of value rule set dimension values dictates which conditions the rules in the set can utilize. If dimensions contain geo-location and device, you can’t add rules with audience_condition. This list must contain 1 or 2 entries (it cannot be empty).

If the list contains an entry for NO_CONDITION, then:

  • NO_CONDITION must be the only entry on the list
  • The list of conversion action categories of the set can contain only a single entry of STORE_VISIT or STORE_SALE.
  • The list cannot contain any rule where audience, device, or geolocation conditions are set. 

The first entry in the list dictates which value populates for segments.conversion_value_rule_primary_dimension in reports.


The attachment_type can be set to CUSTOMER to create a rule set applying to the entire account or CAMPAIGN to create a rule set that applies only to a specific campaign.

If the attachment_type is set to CAMPAIGN, then set the campaign to whatever resource name the rule set applies to. 

A rule set has an owner_customer and a status, but the status is read-only and will show PAUSED or ENABLED, depending on the status of its rules.

How are Rules Applied?

Only one rule per conversion: When more than one rule applies to an impression, Google chooses one rule based on either the most precise location match or the audience hierarchy below.

  • Customer match
  • Remarketing and similar audiences
  • Affinity and in-market audiences 
  • Detailed demographics

In the case of a tie, Google defers to MULTIPLY logic over the ADD rule. If the tie remains, Google chooses the highest adjustment. 

Additional rule attributes

  • Owner_customer: the resource name of the customer that owns the rule. 
  • Status: shows whether the rule is paused or enabled. 
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Reporting in your Google Ads Conversion Value Rules

All Conversion Value Rules output is automatically included in your campaign-level conversion value reporting. You can view the adjusted and unadjusted values via value rule adjustment segmentation. 

Removing Conversion Value Rules

Target ROAS and Maximize conversion value bidding account for active rules within your account to drive as much conversion as possible. When you remove a conversion value rule, Google will resume optimization for your current definition of value. This means you will have an obvious disparity between data pre and post-removal. 

ConversionValueRuleSets must have at least one PAUSED or ENABLED conversion value rule. Otherwise, the rule set will fail. You can remove a ConversionValueRuleSet without altering the status of the ConversionValueRules referenced by the set. Once the set is removed, search, and searchStream requests for that set resource will stop returning the removed set.

How to estimate conversion value

Below are three equations to help estimate conversion value: 

  • Short-term conversion value: To estimate short-term conversion value, multiply your average deal revenue by the profit margin, then multiply that by the percentage of leads that convert to a deal. 
  • Lifetime customer value: To estimate lifetime profit per customer, add the average deal revenue to the repeat business over a lifetime and multiply that sum by your profit margin. 
  • Word-of-mouth: Multiple the value per lead by the percent gain from word of mouth. 
  • Lifetime value per conversion considering word of mouth: Multiple the lifetime profit per customer by the percent of leads that convert and the gain from word of mouth. 
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Conversion Value Rule best practices

The conversion value rule strategy is pretty straightforward. Follow these best practices, and you’ll be on your way to a better ROAS:

Look at customer lifetime value and the entire conversion path 

To accurately identify conversion value, you have to examine the whole picture. Think about it– if a customer converts on a desktop but finds you on their mobile device, you won’t be able to assess the actual value of that impression unless you consider the full conversion path. 

Get accurate data

Wherever you pull the data used to calculate conversion value, ensure it is accurate. Informing Conversion Value Rules with inaccurate data will skew your ad spend and harm your ROAS. 

Be creative but conservative

Estimating conversion value can require a bit of creative guesswork, but it’s best to pair that creativity with a conservative mindset when you aren’t 100%. Consider taking a conservative approach to the riskier rules when choosing a rule action.

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Don’t be too general

When Conversion Value Rules are too general, they either underestimate the value or catch impressions that shouldn’t apply. The best strategy is a careful balance between getting too specific and generalizing value for a big chunk of your audience.

Final thoughts

Conversion Value Rules are designed to give advertisers more control over their Smart Bidding strategy by highlighting high ticket impressions. One of the most important tidbits to remember here is that creating Conversion Value Rules to skew Smart Bidding directions is a waste of time. Conversion Value Rules do not influence the direction Smart Bidding optimizes in– they just prioritize spending on the impressions that will have the best return. 

To get clearer insights for your conversion tracking not only on Google Ads but across all paid search, social, and display advertising…meet with a MarinOne expert today. 

Our analysis and attribution solutions will give you a far more clear picture of your marketings' holistic ROI (return on investment), MER (marketing efficiency ratio), and more.

Tracking website visitors' behavior is crucial for gaining insights into their engagement and optimizing digital strategies. One significant aspect of user interaction is downloading files, such as documents, software, or media files. Understanding how users engage with these downloads can provide valuable data for improving content offerings and measuring conversion rates. 

As you probably know, Google Analytics released a new, updated version, and in this blog post, we will explore the best practices and insights for tracking downloads using Google Analytics 4 (GA4).

Understanding Downloads in GA4

In Google Analytics 4 (GA4), a download event is triggered when a user clicks a download link or button, signaling their intent to retrieve a particular file. GA4 tracks these download events by capturing relevant data, such as the file's URL, the user's session information, and other event parameters. Website owners can then analyze and measure the engagement levels of their downloadable content, gaining valuable insights into user preferences, content popularity, and conversion rates.

Before we dive into setting up download tracking, we first need to explain two fundamental terms: gated and ungated content. Both are types of downloadable content, but the difference is whether users need to provide personal information first.. 

Gated and ungated content

Gated content requires users to share their personal information (usually their email) to download the materials. This option is great if your downloadable materials are intended to be lead magnets. For example, every piece of content that benefits people interested in your service or product is a lead magnet. 

You can probably guess where this is going - when users leave some information, it’s much easier to track them. Each download will be counted, you’ll be able to see it, and most importantly, you’ll know to whom it belongs. Additionally, you can use those emails for remarketing purposes and put your product or service in front of the eyes of your potential clients. 

Unlike gated content, ungated content doesn’t require leaving any information. Users can download the materials by clicking on the download button. For instance, you can download coupons from a discount website by clicking on the corresponding icon. Unlike gated content, ungated content won’t allow you to trace your leads. If you know that a piece of content is an important step in the customer journey, then you can make it easily accessible. Sometimes users get put off having to share their personal information, so using this option has its own benefit.

Moreover, your internal team or a digital marketing agency can utilize gated and ungated content to achieve different objectives and cater to different customer journey stages. Now that you know the basics about downloadable materials let’s see how you can set download tracking in GA4. 

When to use gated versus ungated content

Gating content is a common strategy for businesses aiming to build an email list or generate leads. When content is gated, users must provide their contact information, typically an email address, to gain access. The primary benefits of this method include lead generation, segmentation opportunities, and a sense of exclusivity for users. However, this strategy also carries drawbacks like reduced SEO benefits and limitations in audience building. Gated content could include reports with original research, eBooks, whitepapers, live demos, webinars, and newsletter content.

On the other hand, ungated content is freely accessible on the internet and doesn't require users to provide any contact information. While this approach doesn't directly generate leads, it can help build organic awareness, encourage audience engagement, and offer significant SEO benefits. There are also strategic ways to retarget page visitors and capture potential leads later in the funnel when they are more prepared for direct outreach. Examples of ungated content could be blog posts, videos, podcasts, infographics, and ungated PDFs. In deciding whether to gate or ungate content, businesses should consider their resources, marketing and business goals, industry expectations, and plans for managing collected information. 

For our purposes today, we’ll go through why you want to track downloads in GA4; and then we’ll dive into the technical setup of tracking gated content.

Insights from Download Tracking in GA4

In a moment, we’ll go through how to get accurate download data, but first, you may be wondering what insights you can get from download tracking. The answer is simple - many.

Understanding user engagement

Understanding user engagement through tracking downloads in GA4 provides valuable insights into how users interact with downloadable content on your website. By analyzing metrics such as download frequency, duration, conversion rates, or sales forecasts, you can identify which files resonate most with your audience, optimize content offerings, and tailor your marketing strategies accordingly.

Identifying popular and underperforming downloads

When tracking downloads in GA4, you can easily identify popular and underperforming downloads by analyzing the metrics and data provided. By examining the number of downloads, engagement metrics such as time spent on the download page, and conversion rates associated with each file, you can gain insights into which downloads resonate well with users and drive desired actions.

Tracking downloads as part of a user journey analysis

Measuring the effectiveness of downloadable content is also very important. This will help you understand certain downloads' impact on further actions in the customer journey, such as starting a free trial, enrolling for a demo session, registering, or buying a product. 

Setting Up Download Tracking in GA4

Download tracking happens autoamatically in GA4 if your Data Stream is configured properly. To set it up, go to the Admin section, and under Property, select Data Streams

Once you click on Data Streams, your next step is to allow Enhanced Measurement

After you enable the enhanced measurement, you need to visit the Settings section by clicking on the gear icon within the enhanced measurement field. 

That will open another window where you need to enable File downloads. As you can see, File downloads are one of the options for the Enhanced measurement. Since you’ll probably be doing this for the first time, you’ll have to wait 24 hours before the results populate in the Analytics.

And that’s it; you’re all set! It’s not difficult at all! 

The next logical step is to learn how to analyze the download data and create reports that will enable you to get to the next level when tracking downloads.

Analyzing Download Data in GA4

Standard reports

Once you set the download tracker, the results will automatically populate in the Standard reports once you set them up as events. They are called file_download events. 

How can you find file_download? Easily, just click on the Reports - Engagement - Events

Standard reports have some flaws. If you’re tracking only one downloadable material, there will be no problems. But if you have more than that, Standard reports won’t be able to provide you with information. 

First of all, all downloads will be grouped, so you won’t be able to see which file got the most downloads. Secondly, you won’t be able to see where the users are downloading those files either. 

That’s why it is important to explain the power of Custom reports, which we’ll get to in a moment.

Adding a Secondary Dimension

The details report table inherently comes with a primary dimension and up to a dozen metrics. The primary dimension is labeled as such. For instance, in the given detailed report when, "Event name" is the primary dimension, metrics such as "Event count" and "Total users" are included. This arrangement allows for the analysis of each metric relative to one dimension:

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The report can be appended by adding a secondary dimension, facilitating data analysis across two distinct categories. For instance, the table below showcases the page or screen where each event was initiated:

This secondary dimension is a temporary addition and gets removed once you navigate away from the report.

How to Append a Secondary Dimension Adjacent to the primary dimension, click on Add dimension [Plus].

Scan through the list of dimensions, or input the whole or part of the dimension name in the search box. Select the desired dimension name.

Custom reports

Custom reports will enable you to view each download individually by creating their respective views. 

To enable this, go to the Explore section and select Blank - Create new exploration

Your next step is to name your new report and add the dimensions that you find relevant. Click the + symbol, add the Event name and File name, and finalize this part by clicking Import

Another thing that you need to select is the metrics. You’ll do that by again clicking on the + symbol and adding Event count and Total users, and again, finalize it by clicking on Import

Once all of this is set, you need to add all these elements into your report by doing a simple drag-and-drop or a double click on them. 

After this, there’s only one little thing to be done. You’ll need to apply a filter to exclude all the other events and limit this report to tracking downloads. 

There you have it - only these steps are necessary to keep track of your downloadable materials. 

Advanced Techniques for Download Tracking in GA4

Let's cover a couple of more advanced situations for those of you who are always interested in learning more. 

Link attribution for tracking downloads from external sources

Once you have enabled Enhanced Measurements, GA4 will “fire” an event called click whenever someone clicks on the link on your website that leads them to another website. Such external links are called outbound links.  

You’ll see all the link URLs and their respective clicks if you click on Click. 

How to set outbound link tracking? Visit the Admin panel - Configuration - Data Streams and choose the web data for this configuration. Check that the Enhanced Measurement is on, and in its Settings section, ensure the Outbound option is enabled. Once all clicks are set, just save the changes

Creating the reports works in the completely same way as we explained above. The standard report is the one that will show once you go to the Reports - Engagement - Events - Clicks, while the creation of Customized reports will require you to select again the metrics that you would like to include. 

Tracking outbound links is important if you, for example, have two websites that link each other and want to know how many people navigated between those two. 

Cross-domain tracking for downloads on multiple websites

If you, for example, have a website and a blog with separate domains, consider using cross-domain tracking. Cross-domain tracking allows you to identify users across different domains. This means that the system will be able to recognize the same user activity regardless of the domain they’re visiting. 

When you set this option, and when you, for example, have an outbound link that leads to your other domain, the option for tracking outbound links will be automatically ignored. If this weren’t the case, you couldn’t follow the same user across your two domains because it would be recognized as a completely new user. 

Let’s see how to set this up. 

Again, go to Admin - Data Streams and select a website property you want to enable cross-domains. 

After the new window appears, click on the Tagging Settings

This will lead you to the next window, where you must select Configure your domains.

In the next window, click on the Add condition.

Here you will be offered many conditions, but in this case, you can select contains and add the domain link of the second website and click Save. 

Now you’re halfway there. You will need to follow the same steps, and when you again come to the last one where you’re adding conditions, this time, you will need to insert the domain link of the first website. 

To check if everything is set up correctly, just visit any of those two websites, and if in the URL you see a new parameter _gl just after the website link, it means that you’re good to go! 


Tracking downloads with Google Analytics 4 (GA4) provides invaluable insights into user engagement and behavior on your website. By implementing the best practices discussed in this blog post, you can harness the power of GA4 to accurately measure and analyze downloads, optimize your content target strategy, and make data-driven decisions.

We hope this article will help you start tracking downloads more easily and understand your customer journey a bit more. To optimize your omnichannel advertising reporting, meet with a MarinOne consultant today.

Tanja Adamovic is a guest contributor to the Marin Software blog.

While platforms like Facebook and Instagram dominate the landscape, one platform offers a unique opportunity for businesses to reach their target audience effectively and cost-efficiently: Pinterest. With 400 million monthly active users, Pinterest Ads have become a powerful brand exposure and sales tool. And now, with the integration of Marin Software, advertisers have access to enhanced insights and optimization capabilities to maximize the impact of their Pinterest campaigns. In this guide to getting started with Pinterest Ads in 2023, we will explore why your business should leverage Pinterest Ads, how to get started, and how the Marin Software integration can elevate your campaign performance.

Why Pinterest Ads?

Content Variety

Pinterest allows companies to share various kinds of digital content, making it ideal for product promotion and engaging customers with valuable and entertaining posts. Moreover, approximately 75% of users on Pinterest are continuously shopping while on the platform, indicating a highly engaged potential customer base. 

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Cost Effective Investment

In addition, Pinterest has proven to be a cost-effective marketing channel. In 2021, the average cost for Pinterest ads was $1.50 per click, significantly less than the $3.56 per click on Instagram. 


Another benefit of using Pinterest for e-commerce advertising is its advanced targeting options. Advertisers can create audience groups directly from existing customer lists, people who have already visited their site, or form a new audience with parameters similar to their existing customers. 


The platform also allows the customization of ads according to users' interests, certain keywords, and demographic groups. Importantly, Pinterest ads have significantly boosted conversions compared to other channels, with rates ranging from 1.5% to 8.5%, depending on factors like target customers and content type. 

Now, with the integration of Marin Software, advertisers can harness the power of machine learning and automation to improve their campaign performance further and gain better insights.

Getting Started with Pinterest Ads and the Marin Software Integration

To start using Pinterest Ads with the Marin Software integration, the first step is to set your campaign objectives. Once that is done, MarinOne--Marin Software's flagship platform--unifies leading AI bidding, budget pacing, forecasting, performance insights, and recommendations to help advertisers maximize the reach and impact of their Pinterest marketing investment.

By leveraging the advanced analytical grids MarinOne provides, advertisers can comprehensively analyze their campaign's performance across Pinterest and other social, search, display, and e-commerce platforms. This holistic view enables advertisers to make data-driven decisions and optimize their campaigns for better results.

Optimizing Your Pinterest Campaigns

Marin Software has been at the forefront of helping advertisers advance their digital advertising campaigns for almost 15 years. With extensive experience managing nearly $50 billion in advertising spend across various channels, Marin Software brings valuable expertise to the table. Integrating with Pinterest's Marketing API gives advertisers a competitive edge by providing better insights and campaign optimization through machine learning and automation. 

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Start Running More Efficient Pinterest Ads Today

Pinterest Ads have proven to be a valuable tool for businesses looking to reach their target audience effectively while driving brand exposure and sales. By following this guide and leveraging the Marin Software + Pinterest integration, companies can unlock the full potential of Pinterest Ads in 2023 and achieve remarkable results. 

Get a free analysis of your paid social campaigns from one of the advertising consultants at Marin to start making better data-driven decisions, optimizing campaigns hands-free with AI, and driving higher efficiency in your paid marketing programs.

It’s safe to say a lot has changed in the digital marketing space over the last year. We entered an AI renaissance, gained not one but two new social media platforms (hello Lemon8 and Threads), and while personalization is trending, third-party cookies are on their way out. For good. 

Keeping up with the latest trends and best practices with so many drastic changes on the table can be tough, which is why we love marketing conferences. They condense wisdom, experience, and research from industry experts into keynote presentations and breakout sessions that help marketers regroup and re-evaluate their strategies according to top-tier insights.

Without further ado, here are the best marketing conferences to attend in 2023 and 2024:


Date: Multiple

Location: Multiple

Ideal for: Digital marketers, marketing managers, SEO specialists, and professionals interested in overall digital marketing strategies and trends.

DigiMarCon is a comprehensive digital marketing conference series that takes place in 40 cities across 18 countries (and one international cruise), making it arguably the largest digital marketing conference in the world. 

Attendees can expect to learn about social media marketing, SEO, content marketing, data analytics, and customer experience via the event’s expert insights, best practices, real-world case studies, interactive workshops, panel discussions, and networking sessions.


Date: August 7 & 8, 2023

Location: Seattle Convention Center Summit in Seattle, Washington (two livestream pass options available)

Ideal for: SEO specialists and digital marketers

MozCon is a hub for SEO enthusiasts. The conference features presentations from leading SEO experts. Attendees can expect the latest on search engine optimization and ranking strategies, complete with guidance on how to make data-driven marketing decisions and future-proof your business. This year’s conference is all about the future of search, with a special focus on ChatGPT, E-E-A-T, and TikTok.

Digital Summit

Date: August 16-17, 2023

Location: Minneapolis, Minnesota 

Ideal for: All digital marketers

Digital Summit is a series of conferences held throughout the United States. The conferences cover digital marketing, content marketing, and social media topics. Dates and locations vary per conference. View the full schedule for 2023 here.

Digital Summit is also holding an online conference titled “Deep Dive into Social 2023” on September 7, 2023. The one-day virtual conference is jam-packed with a masterclass, breakout sessions, and how-tos with actionable resources.

2023 AMA Summer Academic Conference

Date: August 4-6, 2023

Location: San Francisco, CA

Ideal for: Digital marketers, business leaders, and content creators

The 2023 AMA Summer Academic Conference features research that highlights the role of marketing in the broader business ecosystem. 

AMA is also holding virtual content marketing conferences on August 23-24 and October 18-19 of this year. Register for free to access this two-day conference packed with all the tools and strategies you need to build a compelling content strategy in 2023.


Date: September 5-8, 2023

Location: Boston Convention and Exhibition Center, Boston, MA

Ideal for: Marketers, sales professionals, and business leaders

Inbound 2023 by HubSpot offers three curated agendas to help attendees maximize their experience– one for marketing, one for sales and business development, and one for growth acquisition marketing. The conference features inspiring keynote speakers, educational breakout sessions, networking opportunities, and hands-on workshops. 

Digital Marketing World Forum Global

Date: September 14-15, 2023

Location: Miami, FL

Ideal for: Digital marketers, marketing managers, content creators, and professionals interested in the latest digital marketing trends and best practices.

The Digital Marketing World Forum Global is an international event series that explores the future of digital marketing technologies through keynote presentations and interactive sessions. The conference features the following content tracks:

  • Content and digital brand strategy
  • Data and insights
  • Digital experience and e-commerce strategy
  • Influencer marketing world
  • Social media and community marketing 

AdExchanger's Programmatic I/O

Date: September 26-27, 2023

Location: Hilton Midtown, New York, NY

Ideal for: Programmatic, data-driven professionals from brands, marketing agencies, publishers, and technology companies. 

AdExchanger's Programmatic I/O is a conference centered around advertising and ad tech. Attendees can look forward to educational discussions on programmatic buying, data-driven marketing, and the future of advertising technology.

MarTech (Marketing Technology Conference)

Date: September 26-27, 2023

Location: Online

Ideal for: Digital marketers and business leaders interested in MarTech. 

If you’re interested in learning more about the intersection of marketing and technology, the MarTech conference will be right up your alley. Attendees will explore the latest tools, technologies, and techniques in marketing strategy, including advertising automation. It’s also completely free to register.

Content Marketing World

Date: September 26-28, 2023

Location: Washington, D.C.

Ideal for: Content marketers, writers, editors, and marketing managers

Content Marketing World is the place to go for all things content. Event attendees will learn the newest best practices for content marketing strategy, creation, distribution, and measurement. 

LavaCon Content Strategy Conference

Date: October 14-17, 2023

Location: Manchester Grand Hyatt, San Diego, CA

Ideal for: Content strategists, content marketers, technical writers, and content creators

LavaCon covers all things content. Attendees can expect in-depth sessions on content planning, storytelling, content SEO, and best practices for delivering valuable content to target audiences. The conference also explores emerging content marketing trends like interactive content, visual storytelling, and AI.

Advertising Week New York

Date: October 16-19 2023

Location: New York, NY

Ideal for: Advertising professionals, brand marketers, media buyers, and marketing executives

Advertising Week New York hosts a hefty lineup of 12,000+ industry peers, 600+ speakers, 400+ sessions, and 20+ content tracks. The event unites the brightest minds in marketing, advertising, media, and tech. Attendees will learn from industry leaders, uncover new trends, and network with peers from all over the world. Virtual sessions are available online for 30 days post-event. 

Social Media Strategies Summit

Date: October 25-27, 2023

Location: Online

Ideal for: Social media managers, content creators, digital marketers, and business owners interested in optimizing their social media presence and campaigns.

The Social Media Strategies Summit is a virtual conference designed to help senior-level social media marketers audit and revitalize their social media strategies to promote brand awareness and customer loyalty. Pre-summit workshops take place on October 25, 2023, and the General Summit will happen in the days that follow.

Attendees can expect keynote presentations, panel discussions, case studies, and interactive workshops on subjects like content creation, influencer marketing, community building, and social media advertising. 

SMX (Search Marketing Expo)       

Date: November 14-15, 2023

Location: Online

Ideal for: Search marketing professionals, SEO specialists, PPC managers, and digital marketers.

SMX is a conference on all things search engine marketing, both SEO and PPC. Attendees can expect in-depth sessions on search engine marketing with valuable insights into top advertising platforms. 

Traffic & Conversion Summit

Date: January 9 - 11, 2024

Location: Caesars Forum, Las Vegas, NV

Ideal for: Digital marketers, growth hackers, and e-commerce pros

Known for its emphasis on digital advertising and conversion optimization, the Traffic and Conversion Summit teaches digital marketing strategies specifically designed to drive traffic and convert.

Expect sessions covering new traffic channels, customer-centric marketing, new conversion breakthroughs, and ultra-current breakout sessions. 

Social Media Marketing World

Date: February 18-20, 2024

Location: San Diego, CA

Ideal for: social media marketers, content creators, community managers, and business owners

Social Media Marketing World features top-notch social media marketing strategies, expert-led sessions, case studies, and networking with fellow social media professionals. Attendees can expect to learn the latest on creating successful social media advertising campaigns.


Date: April 8 – 10, 2024

Location: Paris Hotel & Casino, Las Vegas, NV

Ideal for: Lead generation specialists, digital marketers, sales professionals, and business development managers interested in improving their lead acquisition strategies

LeadsCon is a conference for marketers interested in improving their lead generation and customer acquisition strategies. The event bundles the latest trends, tools, and techniques for converting leads into expert-led sessions, case studies, and interactive workshops.

Los Angeles eCommerce Summit

Date: May 16, 2024

Location: JW Marriott LA LIVE, Los Angeles, CA

Ideal for: e-commerce marketers, online retailers, and digital marketing professionals in the e-commerce industry

The Los Angeles eCommerce Summit is a local gathering of LA’s top ecom experts and decision-makers. It focuses on e-commerce strategies, digital advertising, user experience, and customer retention for online retailers. Attendees can expect to hear industry experts share insights into website optimization, digital advertising campaign implementation, and data analytics.

Gartner Marketing Symposium/Xpo

Date: June 3-5, 2024

Location: Denver, CO

Ideal for: Marketing leaders, CMOs, marketing strategists, and professionals responsible for marketing technology decisions and customer experience optimization

The Gartner Marketing Symposium/Xpo features new research and actionable insights on topics like AI, marketing strategy, multichannel marketing, and brand strategy. Attendees can expect keynotes from Gartner analysts, expert-led sessions, workshops, and networking opportunities. 

Gartner Data & Analytics Summit

Date: March 11-13, 2024

Location: Orlando, FL

Ideal for: Data analysts, marketing analysts, data-driven marketers, and marketing strategists

The Gartner Data and Analytics Summit is a conference tailored to challenges faced by data and analytics professionals. It covers topics like data management, predictive analytics, customer segmentation, and data visualization. Attendees will learn from Gartner analysts, industry leaders, and case studies. The most recent summit prioritized the following topics:

  • Delivering digital business success 
  • Attracting the right talent and skills 
  • Dispel the myths of AI 
  • Understanding data ecosystems 
  • Optimizing intelligent decisions with competitive differentiators

Wrapping up

The marketing conferences above are great opportunities for learning and networking, but they aren’t the only way to learn about new advertising technologies. MarinOne’s experts can help you supercharge your paid search, social, and e-commerce advertising efforts. Book a personalized demo to get started.

TikTok is quickly becoming a popular choice for e-commerce advertising, as evidenced by its high number of monthly active users and downloads. With more than 1.7 billion monthly active users and three billion downloads, it has surpassed other popular social media platforms such as Twitter, Telegram, Reddit, Pinterest, and Snapchat. 

As its reach and popularity continue to grow, so does the interest in advertising on the platform. For e-commerce retailers looking to build a strong marketing strategy, including TikTok ads for e-commerce should be a consideration. For inspiration for your next campaign, let’s take a look at some of the best TikTok ads of all time, and what has made them so successful. 

Common features of the best TikTok ads

Understanding the essential components that constitute a well-optimized TikTok advertisement can help your ad attract more views. These features will help you get more views:

Clear messaging

As a fast-paced platform, on TikTok, users tend to scroll through their feeds quickly, which means that you only have a few seconds to grab their attention. To do so, craft a clear message that will resonate with them quickly and encourage them to take action. Without a clear message and a single, unambiguous objective, your ads simply won't make an impact. 

Create your ads with eye-catching visuals that are high quality and relevant to your product or service. Additionally, they should be optimized for mobile viewing to ensure the best user experience. 

Entertaining and engaging, never boring

TikTok can be a marketing powerhouse for capturing the attention of millions of users. However, since the platform is saturated with endless videos, entertainment, and other content, you need to create ads that are entertaining and engaging if you want to stand out. Aim to make your ads fun, creative, and memorable. Your ad should evoke emotion and create a connection with the user, making them more likely to share it with others.

TikTok videos are short—most are between 60 seconds and three minutes—but the most effective ads are often much shorter. To leave a lasting impression, get your message across quickly and effectively without wasting any time.

Use of TikTok influencers and creators

TikTok influencers can help direct high-quality, loyal traffic towards your brand, so collaborating with them can be an effortless approach to gaining brand recognition. In fact, collaborating with creators to produce TikTok-specific branded content generates 65% higher 2-second view rates and increases engagement by 83%.  

Using branded hashtag challenges, influencers and creators can enhance your brand’s visibility without hard-selling. Influencers and creators are also often sought after because of their ability to connect with their audience in an authentic way. Make sure, however, that the influencer or creator you choose truly aligns with your target audience. 

Selection of the right ad type 

To achieve success with your TikTok ad campaigns, it's important to understand the unique advantages and disadvantages of each ad format. Once you’re familiar with the six different options, you can determine which one will work best for your specific goals and audience so you can maximize your results on TikTok:

In-feed ads

In-feed ads are very similar to watching stories that you see on Instagram or Facebook, except they happen to be embedded in the “For You” feed. These ads are skippable for users and they have a maximum length of 60 seconds, but 9–15 seconds is optimal. However, you can include multiple CTAs (calls to action) to prompt users to click on the ad.

Brand takeover 

When a brand takeover ad is displayed, it appears immediately after the app is opened, as either a static image for 3 seconds or a 3–5 second video without audio. While this ad type can give you quick traction, it’s more expensive than the others. 

TopView ads

TopView ads consist of 60-second videos that play automatically as soon as the user opens the app. This ad type and its strategic placement ensures that viewers will be exposed to your ad, making it a dependable and efficient method for connecting with your intended audience.

Spark ads

Spark ads are a unique ad format that allows brands to target their audience with customized ads tailored to their interests. They consist of a single image or short video clip that can be used to showcase a product or service. However, what sets Spark ads apart from other ad formats is that they're displayed in a user's "Following" feed, which makes them feel less intrusive and more organic.

Branded hashtag challenge

The hashtag challenge ad format is unique to TikTok and promotes user-generated content. The audience is prompted to generate themed content that features the designated branded hashtag, which is subsequently compiled on a hashtag challenge page. In addition, these challenges yield an average engagement rate of 8.5% and provide creative direction to brands interested in participating.

Branded effect 

Comparable to Snapchat lenses and Instagram filters, these brand-sponsored visual effects compliment hashtag challenges. They can be found on the first page of the effects panel, and remain there for 3 days. 

Winning TikTok ad examples and why they work

e.l.f Cosmetics

To reach their relevant audiences on the platform and improve conversion rates, e.l.f. Cosmetics used an in-feed ad. The video they created was entertaining and genuine and successfully illustrated the brand’s personality while advertising products in an engaging and professional format. 

Why it worked

The beauty brand heightened awareness and brand recognition by ensuring their video was appealing while simultaneously highlighting their brand, making it clearly visible in the beginning and ending frames. 



The intimate apparel brand, Aerie, achieved TikTok success by leveraging in-feed ad campaigns alongside branded hashtag challenges. Most recently, they became the first to experiment with TikTok's Dynamic Showcase Ads (DSA), and were able to increase conversions through personalized advertising. 

Why it worked

With DSA, consumer packaged goods (CPG) brands can advertise thousands of products with minimal effort spent on creative production. By using dynamic ads on TikTok, not only did Aerie automate their advertising efforts, but they significantly increased conversions and freed up time for more strategic initiatives.



In just 24 hours, KIND's hashtag challenge generated a staggering 20 million views. In their effort to promote their Simple Crunch Bars, the snack brand giant gave users the chance to win a flight to New York along with a year’s worth of KIND products in exchange for posting videos about the bar’s loud crunch. 

In conjunction with user videos, KIND strategically positioned influencers to create sponsored posts. By collaborating with Zach King, for example, the brand gained a record 1.7 million likes and more than 18k shares. 

Why it worked 

KIND’s campaign was successful because it tailored its messaging to reach Gen Z by using influencers to promote their product. In addition, KIND encouraged video shares by giving their intended audience a motivational incentive, one that guaranteed a trip and some free products. Who could turn that down? 



Garnier turned to TikTok to promote a new line of vegan hair care products to its Gen Z and millennial target audience. Using a branded hashtag challenge combined with a 2-D branded effect, they enabled users to test the product line by creating a before-and-after transition video. 

In addition, Garnier tapped influencers to help push their brand further in conjunction with a One Day Max in-feed ad and a TopView Lite. A subcategory of TopView ads, TopView Lite ads include a 3-5 second-long video with no sound. To top off their efforts, the brand compiled a mash-up of the best user-generated videos, which they later promoted through Brand Premium In-Feed Ads.

Why it worked

Using a mix of different TikTok ad formats, Garnier was able to reinforce their brand’s message and appeal to their audience. Encouraging a viral challenge also allowed their users to become a central part of Garnier’s bigger story, helping the brand gain more traction. 



To gauge the attention of users for a new release titled “Sing On! Germany,” Netflix launched a TikTok ad campaign that would increase awareness. They used a Branded Effect paired with a Hashtag Challenge that enabled target viewers to participate in a virtual karaoke booth. Using this strategy, Netflix was able to incentivize submissions, and in turn, improve engagement levels. 

Why it worked

Netflix promoted the Branded Effect through influencer marketing and by using tunes from iconic songs that got users to sing along. Because so many people were able to use the filter and emotionally connect with classic tunes, the campaign became wildly popular and generated over 600m total video views.


Create a revenue-driving strategy with MarinOne’s TikTok advertising experts

To create a winning TikTok ad campaign, it’s important to analyze what aspects successful ones got right. Pay close attention to the various approaches used, identify successful hooks, and note which influencers generate the most engagement so you can determine how to establish a connection with your own target audience. 

If you’re ready to begin your TikTok advertising strategy, MarinOne is here to help. Our TikTok advertising pros will advise you in creating trendy, on-brand TikTok ads that work for your business and industry.

To grow your business with TikTok, contact us today. 

Many of the tasks that used to be done on a desktop have become just as easy on a phone. Shopping, as an example, is accessible the second a consumer thinks of something they want or need to buy. They can look it up on their smartphone, check out without even needing to grab a physical credit card, and have the peace of mind that the item will be delivered to them within just a few days. 

Over the past several years, we have seen more and more consumers make purchases right from their phones, and e-comm businesses are responding with company apps, an influx in SMS marketing, and various promotional initiatives associated with a mobile-first consumer experience. Because of this, mobile advertising and app advertising are a must in many industries if you want to maximize revenue potential. 

Tips for Creating a Great Mobile Experience

Creating a mobile ad will be different than creating a desktop ad. Here's what you need to know to start an impactful and effective mobile ad strategy:

Design Your UX to be Touch Screen Friendly

Mobile users have different patterns and utilize other features than desktop users. Touch screens are a big part of this user experience as a touch screen inherently creates a different way of navigating your site, such as zooming in or swiping side to side. 

Some ways to do this effectively include: 

  • Placing primary content and actions in the center of the screen, using the edges for secondary activities and tabs, and incorporating tertiary functions behind menus. 
  • Consider how the user interacts with their device and what is on the screen as a part of that device, such as the grip of their hands, what fingers they use to complete various tasks, and the context of your website, app, or advertisement within the greater UI. An Apple user may have different needs than an Android user. The size of a tablet could change how prominent your design features need to be. 
  • When in doubt, remember that recent studies have shown users predominantly touch the center of the screen and use their devices in various ways, challenging the assumption of the "Thumb Zone" designers once had. All these nuances will change how the user interacts with your brand and will have a powerful subliminal effect on how that individual perceives your brand.
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Make Creative and Visually Engaging Mobile Ads

Mobile advertisements have a lot of potential to showcase your company creatively. There is a lot of opportunity to show off products and services. Here are a few ways you can ensure the design of your ads is as impactful to potential customers as possible: 

  • Size matters: Any images will need to be sized correctly, and they will need to be of high quality to draw your audience’s attention. 
  • Keep it short and sweet: Attention spans can be short, so you must catch the consumer's attention within seconds. Knowledge of your ideal customer persona is crucial. Know what your customer will like about the product and immediately showcase that feature. Or, if it is a video ad, add a hook at the beginning of your message to draw immediate attention. 
  • Stay on top of trends: You can even use current trends and use that to come off as organic entertainment. Just ensure the message clearly and accurately represents what your company is all about while employing a catchy trend.
  • Use every design or content tool you have at your disposal: There is a huge opportunity in both mobile and in-app advertising to push the envelope in creativity. The best marketers are doing this by leveraging augmented reality (AR) to create immersive experiences, using creative GIF animations to boost engagement, incorporating location data for personalized targeting, and employing personalized messaging for effective communication.
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Diversify Your Advertising Placements to More than one Platform

To effectively advertise on mobile, it's crucial to understand the different types of mobile ads, such as app ads, social media ads, mobile banner ads, in-app display ads, interstitial ads, SMS ads, native ads, video ads, and audio ads. 

Mobile ads on platforms like Spotify, TikTok, Facebook Stories, and Instagram Stories have proven effective in reaching and engaging audiences. Implementing interactive mobile ads and utilizing formats like Facebook Collections ads can also boost user engagement. Next, we'll dive more into mobile and app advertising specifics on each social media platform.

Paid Social for Mobile

Social media has become a popular pastime for adults, with growing numbers of daily users. This presents a valuable advertising opportunity, allowing you to reach large audiences, increase visibility, and engage with users through your social media presence. Look at some of the complexities that go into each social media platform's available advertising placements.

Instagram story ad

This is a great example of creating an ad that goes along with the patterns of smartphone users. If a user clicks through stories and your ad comes up, they will most likely pay attention to it since they anticipate something new with each click. Some ways to make a great story ad include: maximizing fullscreen usage, highlighting your call-to-action, incorporating text overlays, using audio enhancements, making your ads interactive, consistently branding your ads, and incorporating motion.

Snapchat ad and filter

Snapchat ads are a great way to introduce your organization to a new audience. Snapchat may have different users than other platforms, which is beneficial for retargeting. You can also have your own filter showcasing your brand or product. Many users look through filters to find new or creative ones, and if they choose to use them, they create more reach when they share their image paired with the filter on their personal profile. 

Recently Snapchat has introduced a set of instructions for devising potent Snap Ad campaigns to assist businesses in connecting with its 375 million daily users, primarily composed of Gen Z and millennials. Essential advertising principles the company highlighted involve prominently displaying products, adopting a sound-on design, and employing goal-oriented bidding. In reaction to Apple's iOS 14 update, Snapchat suggests widening targeting scopes, underlining the importance of suitable content for the most valuable leads. 

YouTube ad

YouTube has a large audience reach, and people use YouTube for many different reasons. Video ads can help you connect with your audience as you show more about your brand. There are also options for retargeting. 

The best strategies to creating an effective Youtube ad are: surprising the viewer with unexpected content; improving on competitors' ad concepts; continuously testing and adjusting content; using storytelling to draw in viewers; incorporating user-generated content; emphasizing the benefits of the product or service being advertised; and optimizing content for different viewing devices.

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Facebook story ad

Like any other story ad, you can increase reach significantly with Facebook story ads. This type of story ad will take up most of the smartphone screen, just like Instagram. By creating an immersive experience, the goal is that your content will captivate the audience's attention. 

Creating story content is quite straightforward, involving choosing the type of content, customizing it, adding custom links and buttons, and sharing it. Businesses can further optimize their use of Facebook Stories by creating exciting, time-sensitive content, making it interactive and actionable, sharing third-party content, and regularly tracking performance to polish their strategy.

Website display ad

For this ad type, you will want a high-quality, interesting image to draw in your audience. You can create custom audiences by using pixels and tags to target the same people across different platforms. 

Keep the design simple and instantly readable, use buttons wisely, and ensure a clearly defined frame for your ad. Animations can improve performance, but they should not distract from your message. While your ad should complement the website it is on, it still needs to be distinctive. Consistency with your brand is crucial, as is instilling a sense of urgency. Images, if used, should be directly related to your product, and the colors chosen should evoke the right emotions in your audience. Keep the file sizes small for faster loading and use appropriate formats such as JPG, PNG, GIF, or HTML5.

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Twitter ad

You can grow a larger audience on Twitter by promoting your tweets. This should boost your followers, and then these users will continue to see your organization's tweets over time. 

To effectively use Twitter Ads, it's essential to follow five critical steps. First, research your competitors to understand which strategies have been successful for them, and take note of the types of offers that generate the most engagement. Second, gather social proof by initially advertising to less expensive audiences to increase engagement before targeting your primary audience. Third, use A/B testing or split testing to determine which elements of your ad perform best, testing one variable at a time. Fourth, avoid including hashtags or mentions in your promoted tweets to ensure your call to action remains the only clickable element. Lastly, create a specific target segment for mobile users, as they comprise about 80% of Twitter's monthly active users. Remember, the goal is to create ads that attract attention and encourage user interaction.

App Advertising Placements

Apple Search Ads

Apple Search Ads (ASA), first introduced in 2016, have recently expanded significantly. The new ASA inventory includes two additional placements: the Today tab and the bottom of individual app product pages. The Today tab is the landing page for users upon opening the App Store, and the new ad placement allows developers to promote their apps alongside daily editorial content. The guidelines for these ads are comprehensive, including a limitation on promotional messaging to 50 characters or three lines of text. Also, the ads must use app screenshots as their main feature. These new placements are expected to increase exposure due to their visibility and broad reach.

The second new ad placement is located directly within the product pages of individual apps, appearing under the “You Might Also Like” section. This provides developers the opportunity to place ads on the pages of other apps. Unlike the Today tab ads, these do not require a custom product page for ad creatives; they are created using the assets already uploaded on the App Store product page. However, due to their location at the bottom of the page and considering that many users download apps directly from search results without visiting product pages, the impact of these ads might be less than those on the Today tab.

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Google's Universal App Campaigns

Universal App Campaigns (UAC) is an automated ad type offered by Google Ads, providing an efficient way to advertise mobile apps across Google's extensive ad networks, including search, display, YouTube, and the Google Play Store. UACs utilize machine learning to showcase the most relevant and high-performing ads to users, driving conversions and app installs. The ad campaigns are generated using supplied text lines, images, videos, or HTML5 assets, and over time, the best-performing combinations are identified and displayed to users. UAC ads can run across different Google properties such as Google Search, Google Play, YouTube, and the Google Display Network, as well as on both iOS and Android devices.

Creating a UAC requires manual inputs, including a daily budget, a target cost-per-install (CPI) or cost-per-action (CPA), target location and languages, and up to four text lines. Further, optional media assets can be added to aid in the creation of the ad. When setting up a UAC, selecting the right campaign objective is crucial: "Install Volume" for attracting new users and "In-App Actions" for users likely to complete actions within the app. Google suggests different budget strategies depending on the chosen goal. Finally, setting up UAC involves selecting a device type, adding text ideas, setting location and language targets, defining the campaign goal, budget, and bid amount, and establishing a campaign run date.

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Test ads across multiple platforms and determine what works best for your marketing strategy. Advertising across multiple platforms can help increase brand awareness. As mobile devices have become more needed for day-to-day routines, it has created a great opportunity for phone ads. Mobile advertising and app advertising strategies have made it easier for marketers to make ads more personalized for consumers. It can give consumers insight on the brand and what they have to uniquely offer. 

To optimize your mobile and app advertising strategy, start working with a MarinOne expert today.

Today, one of the biggest technological advancements is Artificial intelligence (AI), which has immense B2B sales and marketing potential. That's why enterprises have transformed their marketing strategies by adopting full automation via smart AI technology. 

Around 87% of businesses plan to use AI for sales forecasting. Whether it's engaging more website visitors or managing predictive analytic campaigns, AI is quickly becoming an integral part of the success of B2B marketers. In this article, we'll take an elaborative look at the impact of Artificial Intelligence on B2B sales and marketing and the challenges and opportunities that come with it.

Impact of AI on B2B Sales & Marketing

With AI technology, B2B sales and marketing have witnessed significant and transformative growth, revolutionizing various aspects of the industry by enabling businesses to enhance their whole business process. 

  • AI helps businesses and encourages customers to have a more personalized experience. Through this, marketers use their software to get insights and provide the customer with smart purchase decisions. 
  • AI has made predicting customers' future purchase choices and shopping patterns easier using predictive analytics blended with the natural language process. 
  • We have all seen how Amazon uses AI-powered product recommendations using tags like 'recommended for you' or 'customers also bought' while purchasing or adding something to your cart. This works amazingly for the brand by encouraging customers to increase the value of their carts. 

  • With automation tools, it has become quite easy to facilitate repetitive and time-consuming tasks in AI-driven B2B marketing. Automating email outreach, lead nurturing, and follow-up activities can be managed by robots so that high-value activities, such as building relationships, could be prioritized by real human beings. 
  • AI in B2B sales and marketing has also influenced competition in business. It has worked to many organizations' advantage by enabling them to deliver optimized marketing campaigns, provide a superior customer experience, and generate more qualified leads.

5 Ways How AI will transform B2B Sales and Marketing

Enhanced Lead Generation and Scoring 

AI in B2B marketing has started overcoming some of the biggest challenges marketers face, including generating high-quality leads and increasing leads. The labor intensity of data collection, analysis, and management plays quite a significant role in marketing problems. That's why data collection and analysis can be automated by incorporating AI into lead generation processes. This results in an increased number of quality-generated leads. Lead generation is a time-consuming manual task, so when automation came into this area, it became a powerful business process optimizer and a strong IT business strategy. 

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Pro tip: Focus on the call to action. Ensure your call to action button requests the user's details and stands out from the background. The button text must be clear; for instance, 'Download Free eBook' tells users the result of a click. The button's location should be eye-catching.

Increased Engagement 

Your content can be amazing and optimized, but it will only succeed if you publish it right. And that's where the implementation of AI in the B2B space works the best. It helps drive maximum engagement by providing the right content at the right time and in the right manner. 

Simply put, the best time to publish any written or social media content is in the evening or afternoon. Similarly, the best time for sending marketing emails is in the morning, when your audience wakes with a fresh mind. AI monitors your customer's behavior to determine the optimal publishing times. This way, it schedules your content and publishes it accordingly on its own.

Optimized Website Functionality 

Usually, in B2B businesses, marketers miss out on scrutinizing their website performance data to identify any issues or improvement areas. But with AI-powered analytics tools, machine intelligence can shorten complex data into easy and actionable insights.

And the best part is that if there is any sudden or unauthorized data transfer, AI can immediately notify the marketers about it. The same goes for when there is an abrupt spike in a critical metric, like the percentage of the audience that leaves your website just after a single page session. This way, businesses can improve their website's functioning and performance.

Simplified SEO

The main problem with SEO optimization manually isn't just the time consumption; it's far more than that. And AI recognizes that and helps inform the new content by identifying trendy content, making keyword predictions, and discovering competitive gaps. Moreover, AI optimizes your website's old content for SERPs using dynamic keywords strategy and link updates. This way, your old content stays fresh, and the new one stays ahead of the curve. 

Although AI cannot be that reliable when it comes to actually creating engaging content, with its marketing tools, writers can surely use it to enhance and optimize their content according to SEO best practices. AI-powered tools will help you make more optimized, professional, and error-free content.

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Pro tip: Remember, SEO isn't just about keywords anymore; it's about providing valuable content. Research Google's recent "Helpful Content Update" to ensure your content is on the right track. This update emphasizes a people-first strategy and encourages SEO experts to focus on search intent, relevant subtopics, and content demonstrating expertise and depth. SEO is a lot more than just adding keywords; you need to deliver substantive value.

Improved Customer Insights

To keep your business at a competitive advantage, it's essential to conduct personalized targeting from the minute a customer enters your sales funnel. This is essential to developing accurate buyer personas and ideal customer profiles (ICP). And this is where AI benefits most through social listening and analysis tools that help businesses achieve their goals.

Challenges and Opportunities in AI Implementation

AI has played a significant and transformative role in strengthening the B2B sales and marketing industry. By improving business-customer relationships and streamlining sales processes, AI has enhanced the multi-segment marketing strategies of B2B businesses. However, the new technology also comes with certain challenges as well as opportunities, which we have discussed below: 

  • Data Quantity and Quality: One of the biggest challenges B2B marketers face with AI implementation is data quantity and quality. The thing with AI algorithms is that they require large amounts of data to make more accurate predictions. 
  • Skepticism: Another major challenge with AI implementation is skepticism in people's minds about its capabilities. Customers often hesitate to interact with the AI-powered system, making it quite difficult for businesses to adapt to AI usage.
  • Incorporation into existing systems: Incorporation of AI into the existing sales and marketing methods can also be challenging for businesses, as they have already invested in implementing these systems. So, incorporating AI would become more difficult and time-consuming as well.
  • Outmoded Infrastructure: As AI delivers the desired results, it also requires much information to process within seconds. And that becomes quite difficult with the outdated infrastructure many companies still use. To learn and develop methods with machine learning, one needs to be prepared to invest in its tools, infrastructure, and application, which becomes very challenging for marketers. 
  • Requires Good Investment: Implementing AI in your business takes time to come cost-efficiently. You need to collaborate with an AI expert and launch an ongoing AI training program for your employees to get comfortable with AI and the requirement for machine learning tools. And all of this requires a good investment.
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With the help of AI-powered tools and insights, businesses are boosting their sales by meeting the demand and needs of customers, generating more leads, and giving them a personalized experience. And as marketing is known to have the best usage of AI thus far, in the coming years, the B2B sales and marketing industry will be revolutionized on a whole new level.

Work with MarinOne and our team of advertising AI experts to get started with streamlining and scaling your B2B marketing campaigns.

Kamna Saini is a guest contributor to the MarinOne blog.

Modern consumers are becoming increasingly adept at tuning out aggressive, disruptive advertising. This has led digital marketers to seek new and creative ways to engage their target audience. Amongst the most promising of these emerging strategies is native advertising—a format that seamlessly blends into the user's natural viewing experience.

But native advertising isn't some shiny, brand-spanking-new strategy cooked up in a digital marketing laboratory. In fact, it has a long and colorful history – one that spans decades and crosses a range of different platforms, mediums, and industries. 

From the days when people relied on black-and-white newspapers for their daily fix of information, to the golden age of radio when catchy jingles ruled the airwaves, all the way up to the digital dominion we now inhabit, native advertising has always been around, transforming and adapting with each passing epoch.

In this blog, we'll first take a journey through time to explore the rich history of native advertising and how it has continuously adapted to the demands of each era. Following that, we'll examine the current state of native advertising and discuss a few of the techniques that publishers and brands are using in a bid to make their native ads as successful and effective as possible. 

So, without further ado, let's start at the very beginning of the native advertising story.


A Brief History of Native Advertising

As the wheels of time turned and advertising evolved, native ads took on various forms, captivating audiences across different mediums. Let's take a journey through the evolutionary tapestry of native ads:

Advent of Advertorials

The roots of native ads can be traced all the way back to the early 1900s when advertorials – ads that masquerade as editorial content – first began appearing in print magazines. Advertorials were a clever concoction of marketing and journalism, allowing advertisers to promote their products or services in the guise of an informative article.

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Cadillac's 1915 advertorial in The Saturday Evening Post was a shining example of this format. Created by Theodore F. MacManus, the ad was an impassioned ode to the spirit of progress and advancement, with nary a mention of Cadillac or even the automotive industry. The only giveaway that it was an advertisement was the subtle logo placed in the corner. But despite its lack of overt branding, the ad was deemed radical for its time – and even today, advertising professionals consistently hail it as one of the best ads ever created. 

Radio Revolution

In the roaring 1920s and 1930s, a time when radio and TV ruled the infotainment sphere, native advertising began to take a more audible shape. Businesses would regularly fund radio programs to propagate their marketing message.


A momentous event in this advertising revolution was the debut of the renowned "Eveready Hour" in 1923. This groundbreaking radio program, sponsored by the National Carbon Company, swept the airwaves via the illustrious WEAF radio station in New York. Beyond captivating the audience with its selection of entertainment, the program also weaved in advertisements for the company's prized Eveready Batteries into its segments.  

Television Takes the Stage

As television emerged as the dominant medium in the mid-20th century, native advertising followed suit, adapting to the visual storytelling potential of the small screen. Early adopters of this brave new world of television advertising included multinational consumer goods company, Procter & Gamble.

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P&G's pioneering strategy involved underwriting a slew of drama series, such as 'The Guiding Light,' in exchange for subtle product placements of their soaps and detergents, hence coining the term "soap operas." Families gathered around their televisions, eagerly following the trials and tribulations of their favorite characters, in the process, absorbing the sponsored messages seamlessly woven into the storylines.

Infomercial Madness

The 80s were a pivotal moment in the history of native advertising. This was when the iconic infomercial– an advertisement structured as a program – first made its debut. Late-night television became a breeding ground for enthusiastic hosts and pitchmen hawking everything from kitchen gadgets to exercise equipment in an entertaining, educational format.


Leading the charge was Soloflex, the first-ever company to air an infomercial. The ad revolved around a common scenario – how to get in shape without joining an expensive gym. The infomercial was a tremendous success, thus giving birth to a wave of "as seen on TV" products.

Native Advertising in the Digital Age

When native advertising stepped into the digital age, it took on a whole new level of sophistication and relevancy. Although the basic premise of native advertising remained the same, digital media opened up a multitude of possibilities for brands to enlist in their quest to reach potential customers. Some of the biggest developments in native advertising's digital evolution include:

Paid Search

The rise of search engines in the early 2000s ushered in a new era of native advertising, as brands capitalized on Google's sponsored ad slots to promote their products and services. This gave birth to the concept of contextual targeting, allowing advertisers to reach out to users based on their interests and search queries.

Branded Content And Sponsored Articles

The proliferation of digital publishing in the 2010s led to the emergence of sponsored content, as brands began partnering with publishers to produce articles and videos in sync with the native content of their favorite websites. Digital media powerhouses such as BuzzFeed and Mashable, for instance, have made sponsored content an integral part of their business models.

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One of BuzzFeed's most iconic examples is their "11 Reasons Why The Year 2000 Was The Best" article, which was sponsored by Tic Tac and featured a vote for the company's next flavor at the end. This article perfectly encapsulates how Buzzfeed and its brand partners have managed to meld sponsored content with their regular posts, creating an immersive native advertising experience for the reader. 


Traditional publications like The New York Times and The Wall Street Journal have also recognized the potential of sponsored content, catering to advertisers by crafting specially-branded articles and videos for their readers. This move further solidifies native advertising's position as a mainstream advertising medium, as even the most venerated news sources join in on the fun.

Programmatic Native Advertising

Sharpening the targeting abilities of native ads even further is programmatic advertising, which uses algorithms to automate the process of buying and selling ads. This has allowed marketers to personalize native ads based on the user's browsing pattern, resulting in higher engagement and better ROI. Programmatic native ads have also enabled brands to target a much wider audience, making their content more effective and relevant at scale.

Video Ads

Video is the next big frontier in native advertising. Viewership of digital video content has grown exponentially over the past few years, and wise brands are already capitalizing on this trend through native video ads. 

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In fact, a survey by eMarketer revealed that in 2022, native video advertising accounted for a whopping 56% of all digital video ad spending in the United States. Furthermore, projections indicate that native display spending will experience a robust 12% year-over-year growth in 2023. 


The power of native video ads lies in their ability to captivate viewers with compelling content while keeping them engaged with their interactive nature. Just take a look at Taco Bell's "Belluminati" campaign—an ingenious example of a native video ad that used humor and a conspiracy-theory narrative to promote its new $1 menu items. 

Techniques for Native Advertising Success

A study conducted by Kantar and Taboola reveals that the inclusion of native advertising in the marketing mix led to a 25% increase in brand awareness. But as digital native advertising matures, getting your ads seen and acted upon is becoming harder and harder. Here are some of the key tactics that you can use to make sure your native ad campaigns hit the mark:

Research, Research, Research

A fleshed-out understanding of your target audience is the first step in executing a successful native ad campaign. Knowing who your target audience is and what they like allows you to craft an advertisement that resonates with the viewers, increasing the chances of them taking action.

Once you've identified your audience, you can start getting familiar with the platforms that will host your ad. Each platform comes with its own nuances and restrictions, so it pays to do your research beforehand.

Be Authentic

Your ad should be engaging, approachable, and interesting – but above all, it should be authentic and relevant. If your ad looks too much like a blatant sales pitch than an exciting read, it will turn the viewers off. 

People want to be informed and entertained – not sold to. So, focus on creating an ad that's helpful and educational. Frame your message in a way that adds value to the viewer's experience, and ensure that the ad fits in seamlessly with the content of its hosting platform.

Measure Your Success

It's not enough to simply create an ad and put it out there. Just like how your employees need regular performance evaluations to know if they're doing well, your native ad campaigns also demand frequent audits to ascertain their success. 

Continually analyze metrics such as engagement, CTR (Click Through Rate), CPC (Cost Per Click), and CPA (Cost Per Acquisition). These metrics will indicate how well your ads are performing and how effective they are at driving conversions. Then, refine and optimize your campaigns based on the insights gathered from these evaluations.

Leverage Digital Tools

The digital advertising toolkit is brimming with powerful resources that can give your native ad campaigns a much-needed boost. Some note-worthy tools include: 

  • Workflow Automation. These tools empower you to automate repetitive tasks, optimize collaboration between team members, and ensure seamless project management. All you have to do is find an automation system that integrates with your current tech stack. Additionally, prioritize tools with a low learning curve or, even better, ones that offer a low-code or no-code config, making them accessible to users with varying technical backgrounds.
  • File Management Systems. File managers play a crucial role in preventing the organizational chaos that can arise when dealing with creative assets and collaboration documents, especially when working with large teams. Proper file management systems allow you to share documents in real-time and ensure everyone is working off the same page. Most filing tools also provide granular permissions control, making it easy to protect sensitive information.
  • Ad Management Software. With a full-suite ad management tool like MarinOne, you can optimize the delivery and performance of your ads in real time. Comprehensive solutions like ours reduce the need for manual interventions while providing end-to-end visibility into your ad campaigns. Advertising automation tools allow you manage budgets, bids, and placements and help you pull reports to analyze the performance of your ads, all in one place.

Future of Native Advertising

Native advertising in the digital age is only going to get more sophisticated. As machine learning and artificial intelligence (AI) continue to evolve, marketers will be able to leverage these technologies to create more contextual and intelligent native ad experiences.  It’s also likely that native will continue to expand beyond the current platforms, with more interactive and personalized formats appearing over the next few years. 

No matter what the future holds for native advertising, one thing is certain: the adaptability and scalability of native ads will keep them at the forefront of digital marketing for years to come. So, if you haven't hopped on the native ad bandwagon yet, now is the perfect time to do so. Embrace native ads and make them an integral component of your overall marketing strategy.

Meet with an advertising expert from MarinOne today to get started.

Yoshiro Kichiro is a guest contributor to the Marin Software blog.

Consumers appreciate personalized offers. According to research carried out by Adlucent, 71% of consumers prefer ads that are tailored to their interests and shopping habits while 75% prefer ads that are aligned with their needs.

You can achieve effective ad personalization by leveraging artificial intelligence (AI) and machine learning (ML) to recognize patterns in your target audience data and use the insights generated to increase the relevancy of ads served to each user.

What is Ad Personalization?

Ad personalization is a strategy that involves tailoring and delivering relevant advertisements to your target audience based on hyper-specific information such as their demographic, geo-location, preferences, niche interests, or buying intent.

In an article for AdWeek, Christopher S. Dean, a VP at Salesforce refers to personalized ads as a “digital concierge” that anticipates customers' needs and directs them to what they want. Essentially, ad personalization is when ads are customized to appeal to the specific interests or buying behavior of an individual consumer.

How Does Ad Personalization Work?

Ad personalization leverages data, analytics, artificial intelligence (AI), and machine learning (ML) tools to understand and engage customers based on the context of their behaviors.

In short, companies specializing in advertising such as pay-per-click (PPC) collect user information from various sources, then use algorithms to analyze all that data and serve ads relevant to each user. The process of ad personalization involves:

  • Data Collection: A large amount of user data is collected by the two largest ad providers, Google and Meta. Google typically collects contextual data from search queries, location data from Google Maps, and app data from the Google Play Store. Meta collects social media data like personal profile information, liked pages, and posts. Advertisers then draw from this data using pixels, cookies, and other tracking tags.
  • Data Analysis: This involves using machine learning algorithms and analysis tools to process the data collected, identify patterns and derive insights. This analysis helps in predicting users’ behavior, preferences, and interests as well as identifying the best ad format for a particular user.
  • Ad Targeting: Advertisers use insights from analysis to show relevant ads to specific users. This sometimes includes retargeting ads to users who have previously interacted with their brand.
  • Ad Delivery: Using various platforms, programmatic advertising, and the right messaging framework, advertisers automatically deliver targeted display ads, social media ads, search ads, or video ads to individual users.
  • Ad Performance Monitoring: Advertisers track the performance of their ads and use the data to improve their targeting and optimization strategies. They also use other optimization techniques like A/B testing to experiment with different ad formats and targeting options that improve the ad's effectiveness.

Is Ad Personalization Effective?

Personalized advertising is a “powerful tool” states Google AdSense, adding that it improves the relevance of ads for users and “increases Return on Investment (ROI) for advertisers.” A 2021 article by IBM Watson Advertising also mentions that 66%  of customers expect companies to understand their unique needs. According to the article, personalized ads boost engagement, help with product discovery, and “make online searching faster for those looking to buy”. 

Based on these insights, as well as data showing that up to 81% of Gen Z and 57% of millennials like personalized ads, it’s safe to say that ad personalization is highly effective. However, with growing concern about privacy, it has become important to explore transparent and ethical methods to collect data and deliver effective personalized ads.

Benefits of Ad Personalization

Some benefits of ad personalization for you as an advertiser include increased click-through rates, improved conversions, and higher ROI. Ad personalization can also lead to better user experiences, which can in turn lead to increased brand loyalty and customer lifetime value

Higher Engagement

People understand that personalized ads reduce their search time and help them find options and value for their wants or needs. This means that users who see ads that are tailored to their interests are more likely to click on them and learn more about your product or service. 

Increased Conversions

Conversion means that after viewing an ad, or part of it, a consumer takes a particular action that benefits a brand. This can include clicking on the ad to finish reading or watching, opening the website, and ultimately buying the product advertised. Generally, more people are likely to take action if the ad they see is personalized. 

Higher ROI

Ultimately, personalized ads can increase ROI. Since more people are likely to engage with the ad and complete a beneficial action, you will get higher returns for the effort and spending involved in advertising.

Challenges of Ad Personalization

Risk of Spooking the Customer

Many people already believe that their phones and other smart devices are listening in on them. While this may be unverifiable, personalized ads can fuel that fear, especially when over-emphasized.

Probability of Failure

Ad blockers on phones, browsers, and sites are becoming increasingly common. If a user has an ad blocker enabled, ads will not reach them, personalized or otherwise. In fact, some people may be more specific by turning off personalized ads, ensuring that advertisers cannot collect their data and include it in the ads shown to them.

Privacy Concerns

Privacy is a rather sensitive concept. As such, while advertisers may decide to collect data to improve ad experience, they may go about this unethically, buying unauthorized information from analytics companies. People also fear that their information may be sold for much more than creating personalized ads. This leads users to distrust personalized advertising.

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Different Types of Ad Personalization

There are different ways to personalize ads. Let's take a look at a few of the techniques you can use to create the best experience for your prospects possible.

Direct Personalization

With direct personalization, you can target a specific user by using their name or sending them reminders about that their shopping journey. An ad copy that reads “Dear John, don’t forget that the promo for the wristwatch in your shopping cart ends in two days.” is directed at John, a single user. This gives the feel of a one-on-one interaction. Direct personalization can be achieved by personalizing emails or enabling a bot to have a relevant conversation with users.

Automatic Optimization

Here, you can decide to personalize ads by showing customers the ad that has had the highest engagement, conversion, and ROI rates. This way, you don’t have to create multiple ads to suit every single user’s taste.

Demographic Targeting

Ads for a product can be tailored differently for different demographics. Let's talk through the example of a banks' personalized advertising. Opening a bank account is essential for anyone, meaning that there is a wide range of demography involved in advertising for easy ways to open a bank account. With age, for instance, you can decide to create separate ads for each age range. This will appeal to different demographics, while still maintaining the core advertising message.

Dynamic Advertising

Here, special attention is given to the search history and stage in the consumer’s journey. So, ads are personalized based on what the user has searched for (possibly recommending similar products), as well as what they seem most likely to do (if they have abandoned their cart, the ad would attempt to steer them back to the site and convince them to purchase the product).

In addition to the types of ad personalization mentioned above, you also need to know the six levels of ad personalization which signify the degree to which ads can be personalized and are broadly classified as follows:

  • Level 0: Users are targeted based on their needs or wants, as well as their country or state. 
  • Level 1: Ads in this level are personalized based on needs or wants, and city location.
  • Level 2: Ads in this level are personalized based on need or want, city location, zip code, and demographic info (age, gender, income).
  • Level 3: Ads in this level are personalized based on need or want, city location, zip code, demographic info, and general interests (sports, beauty, fashion, technology).
  • Level 4: Ads in this level are personalized based on need or want, city location, zip code, advanced demographic info (brand loyalty, political preference),  niche interests (favorite music, hobbies), and buying intent (search keywords).
  • Level 5: Ads in this level are personalized based on need or want, city location, zip code, advanced demographic info (brand loyalty, political preference),  niche interests (favorite music, hobbies), buying intent (search keywords), and historical behavioral patterns.
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How to Achieve Effective Ad Personalization

Many people ignore, close, or skip ads that are irrelevant to them. Forbes states that 49% of people are likely to ignore an ad if it appears irrelevant. In order to create personalized ads that deliver results, your ads need to add value to the user experience and also meet the requirements listed here.

Collect Relevant Data About Users

Data about users and consumers drive ad personalization. You have to collect data about target users based on the levels mentioned before. This information can range from simple things like what the user needs and where they live, to their behavioral patterns and political interests.

Know Where Users Are in the Marketing Funnel

Understanding where a user is in the marketing funnel helps you personalize your ad content and improve ad selection for users. For example, if a consumer is in the conversion stage, showing them an ad for similar products can convince them to return to your site and buy.

Use Retargeted Ads

This is a strategy directed at users who have visited a website but have not made a purchase. People may visit a website, and even fill their cart, and never really get to check out. 

Retargeting helps to bring the site, and the browsed products, back to the attention of the user, and may convince them to make that purchase. Dynamic ads (personalized based on search history and items in the cart) and Google Display Network (which allows you to determine the time and location your ads are shown, based on features determined by the advertisers) are ways to achieve retargeting.

Choose KPIs to Measure Success

For every advertising or creative campaign, it’s important to measure performance, analyze, and refine your strategy

After creating and implementing personalized ads, you must evaluate results, which helps you identify what is working and what needs to be re-evaluated. You can include surveys and forms for users to share feedback on the ads shown to them. 

Be Ethical With Your Approach

Privacy is a major concern for users who are served personalized ads. They are aware that it requires a large amount of their personal information to deliver these tailored ads and as an advertiser, you should be mindful not to spook them further. 

Offer voluntary ad transparency in order to build trust, be open about why personal data is collected, and lean more towards other forms of first-party data collection as opposed to third-party cookies and tracking codes. 

To Sum it Up

Ad personalization is a good way for you as an advertiser to improve the effectiveness of your advertisements and increase ROI.  By personalizing ads, you can make sure that your message is relevant to the individual and more likely to be of interest to them. This can result in higher click-through rates and conversions, and ultimately, more customers and sales.

To get started developing your omnichannel personalization ad strategy, reach out to the experts at MarinOne. We will help you set up the automation needed to make personalization a stress-free experience for your marketing team.

Bernard Aguila is a guest contributor to Marin Software.

When it comes to advertising on Amazon, two key metrics that sellers and advertisers need to pay attention to are advertising cost of sales (ACOS) and return on ad spend (ROAS). Understanding and optimizing these metrics can be crucial in maximizing profits and achieving business goals. In this blog post, we'll take a closer look at Amazon ACOS and ROAS, how they’re calculated, and how to improve them to drive success on the Amazon platform.

Understanding Amazon ACOS and ROAS: key metrics for success on the platform

As one of the largest online marketplaces in the world, Amazon has become a crucial platform for businesses of all sizes to reach and engage with customers. One of the most important aspects of success on Amazon is the ability to advertise products and services effectively. That's where metrics like ACOS and ROAS come in:

  • ACOS represents the percentage of ad spend compared to the total sales generated from that spend.
  • ROAS measures the revenue generated for every dollar spent on advertising.
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Both ACOS and ROAS metrics play a critical role in helping businesses understand the effectiveness of their advertising efforts and make informed decisions to optimize their advertising strategies. A lower ACOS indicates that a seller is spending less on advertising to generate a sale, which is generally a positive sign for the success of the campaign. In contrast, a higher ROAS indicates that the seller is generating more sales revenue for every dollar spent on advertising, which is also generally a positive sign for the success of the campaign.

Maximizing your advertising budget: how to improve Amazon ROAS

Improving your Amazon ROAS is key to maximizing your advertising budget. Here are some strategies to consider:

Focus on high-converting and long-tail keywords

By targeting high-converting keywords, you can maximize your chances of generating sales from your advertising spend. In addition, long-tail keywords are more specific and less competitive than broad keywords, which means they can be more cost-effective to target. By focusing on long-tail keywords that are relevant to your products, you can attract more qualified traffic to your listings and improve your ACOS.

Optimize product listings

A well-optimized product listing can improve click-through rates and conversion rates, leading to higher ROAS. For example, if you have a product with a low conversion rate, improving the product listing by adding better images or a more detailed description can lead to more sales without increasing your ad spend.

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Monitor and adjust bids regularly

Regularly monitoring and adjusting bids for your ads can help you optimize your budget and improve ROAS over time. When you identify areas for improvement, you’ll achieve better results. For instance, if you notice that a certain campaign is consistently generating a high ACOS, you may need to adjust your targeting or bidding strategy to improve the efficiency of your spend. Tools like MarinOne have AI-driven features that automatically update bids and take away the manual work for paid media managers.

Leverage Amazon's targeting options 

Amazon offers a range of targeting options, including keyword targeting, product targeting, and interest targeting. Trying different targeting options can help you find the best approach for your business.

Pro tip: Prioritize profitability at the product level. Delve into detailed data to understand the profit margins of individual SKUs before introducing paid advertising. This will spotlight the products that could gain the most from advertising, thereby mitigating risk. 

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Amazon ACOS: how to optimize your ad spend

Optimizing your Amazon ACOS is crucial to maximizing the effectiveness of your ad spend and driving profitability on the platform. Here are some tips to help you optimize your ACOS:

Set realistic goals

Before you start optimizing your ACOS, it's important to set realistic goals based on your business objectives and industry benchmarks. An optimal ACoS is not universally applicable, as it depends on numerous factors like product category, profit margins, competition, and product price. Therefore, sellers should aim for an ACoS tailored to their specific circumstances, generally between 15-20%. While a low ACoS might seem ideal, striving for as low as 1% is nearly impossible and may not be desirable depending on the business's advertising goals and product specifics. Understanding the break-even ACoS, where ad spend equals profit, is also essential in campaign planning. 

Experiment with different ad formats

Amazon offers a range of ad formats, including sponsored products, sponsored brands, and sponsored display ads. To discover which one is right for your business, experiment with all of them and see which one yields the best results. 


Continuously monitor and adjust your campaigns

Regularly monitoring and adjusting your campaigns can help you optimize your ad spend and improve your ACOS over time. When you consistently watch your campaigns’ performance, you can determine which patterns are working, and which ones aren’t. 

Pro tip: Focus on enhancing product convenience. This significantly impacts Amazon usage. Factors like lengthy shipping times or unexplained higher costs can reduce convenience, leading to fewer sales and conversions. Remember, pricing and shipping are key for customers. 

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Use negative keywords

Negative keywords are keywords that you don't want your ads to show for. By adding negative keywords to your campaigns, you can prevent irrelevant or low-converting traffic from clicking on your ads, which can improve your ROAS. 

For example, if you sell high-end products and don't want your ads to show for searches related to "cheap" or "discount," you could add these keywords as negative keywords to your campaigns.

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How to calculate Amazon ACOS or ROAS targets

To calculate your Amazon ACOS, you'll need to have access to your Amazon Advertising account and the following information:

  • Total ad spend
  • Total sales generated from ad spend

Once you have this information, you can use the following formula to calculate your ACOS:

ACOS = (Total ad spend ÷ Total sales generated from ad spend) x 100

For example, if your total ad spend is $500 and your total sales generated from ad spend are $2,000, your ACOS would be:

ACOS = ($500 ÷ $2,000) x 100 = 25%

This means that you're spending $0.25 on advertising to generate each dollar of sales.

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Calculating ROAS is simple, you can use this formula to calculate your ROAS:

ROAS = (Total sales generated from ad spend ÷ total ad spend)

For example, if your total ad spend is $600 and your total sales generated from ad spend are $2,200, your ROAS would be:

ROAS = ($2,200 ÷ $600) = 3.6

This means that you're getting a ratio of 3.6 return on ad spend. 

Navigating the world of ACOS and ROAS with MarinOne

ROAS and ACOS determine the efficiency of your PPC campaigns. Knowing these formulas is helpful — but only if you truly understand how they can be applied to different scenarios. When you do, you’ll be able to achieve your business goals and scale to greater heights. 

By following our tips and strategies outlined above, you can maximize the effectiveness of your ad spend, drive profitability, and achieve your business goals and objectives on Amazon.

Need help navigating the world of Amazon ACOS and ROAS metrics? The MarinOne team is here to guide you. Contact us for more information or to schedule your demo today.

Are you struggling to find the right keywords to optimize your website's content? Do you want to improve your search engine ranking by discovering the most relevant and effective keywords?

With the help of Google Analytics, you can gain valuable insights into the keywords that are already driving traffic to your website. By analyzing this data, you can optimize your content and target new keywords to attract even more visitors.

In this post, we'll guide you through the process of finding keywords in Google Analytics. Our step-by-step instructions will help you identify the most effective keywords to boost your website's SEO strategy.

So, if you want to improve your website's search engine ranking, keep reading to learn how to find keywords in Google Analytics and optimize your content for success.

How to Find Keywords in Google Analytics: Step-by-Step Tutorial

In Google Analytics, you cannot directly find specific keyword information within the platform itself. Due to privacy reasons, Google Analytics does not provide keyword data. However, you can gain valuable insights about the keywords driving traffic to your website by utilizing integration with Google Search Console. 

How to Connect Google Search Console with Google Analytics

To connect Google Search Console with Google Analytics, follow these detailed instructions:

1. Access Google Analytics: Open your web browser and go to the Google Analytics website (https://analytics.google.com). Sign in with your Google account credentials.

2. Navigate to Admin Settings: In the bottom-left corner of the page, click on the "Admin" option. This will take you to Admin Settings.

3. In the "Property" column, click on "Search Console Links" at the bottom of the list. Then click on the "Link" button to link Google Search Console to GA4.

Admin dashboard in Google Analytics

4. Click on the "Choose Accounts" button. You will see a list of websites that you have verified in the Google Search Console

Select your property in Google Analytics

5. Select the data stream that is used to collect data for the website and click "Submit". Click "Next" to proceed.

Confirm your website in Google Analytics

6. Select the data stream that is used to collect data for the website. If you have multiple data streams, ensure that you choose the one associated with the same website you are linking from Google Search Console. Hover over the stream and click "Select." Click "Next" to continue.

7. Review the details to ensure that you have selected the correct property from Search Console and the corresponding data stream. Then click "Submit" to finalize the linking process.

Review Your Website Details

Note that it may take up to 48 hours before you start seeing data from Google Search Console in your Google Analytics reports. 

Close the linking dialogue and navigate to the "Reports" section in Google Analytics. Select "Acquisition" and then "Acquisition Overview" from the menu. Scroll down to the bottom of the report, and you will notice two new cards added: "Google Organic Search Traffic" and "Google Organic Search Queries." These cards provide insights into your website's performance in organic search results on Google.

You can click on the links within each card to access dedicated reports for landing pages, organic impressions, search queries, and click-through data.

How to Customize the Reporting Menu in Google Analytics and Find Your Keywords

Additionally, you can customize the reporting menu by accessing the "Library" section in Google Analytics. There, you can locate the new "Search Console" collection and publish it to make the Search Console reports readily accessible from the main reporting menu.

Here’s how to customize the reporting menu in Google Analytics and publish the new "Search Console" collection:

In the "Library" section, you will find a new collection named "Search Console" that is not published yet. Click on “Edit collection” to edit it.

Edit Google Search Console collection in Google Analytics's library

Inside the "Search Console" collection, click the "Save" button to save the changes you made.

Now, navigate back to the main reporting menu by clicking on the "Reports" link in the left-hand menu. In the reporting menu, click on the three vertical dots (more options) located at the top right corner of the page.

From the dropdown menu, select "Publish" to make the Search Console reports accessible in your GA4 property.

Publish your Google Search Console collection

If you encounter any issues during the publishing process, wait for a few minutes and then refresh the page. This step can resolve any potential problems. Once the reports are published, you will see the Search Console reports available in the main reporting menu of your GA4 property. Now you can easily access your website's top-performing keywords right in Google Analytics.

Exploring Other Options: Alternative Tools for Keyword Research

While Google Analytics is a popular choice for tracking website metrics, there are several smooth alternatives available specifically designed for finding keywords and gaining valuable insights. These alternatives offer unique features and functionalities to help optimize your content and improve your organic search performance. Consider the following alternatives:

Google Site Kit

One option is to use Google Site Kit. This is a free plugin for WordPress that allows you to connect your website to various Google services, including Google Analytics, Google Search Console, and Google Ads. Once you have installed the plugin and connected it to your Google account, you can view your site's keyword data directly within your WordPress dashboard.

Google Site Kit Plugin

This includes information such as the keywords driving traffic to your site, the page ranking for those keywords, and how your site is performing in search results. Google Site Kit also provides insights into other areas of your site's performance, such as page speed and mobile usability.

See your keywords with the help of Google Site Kit

Google Search Console

This is a free tool provided by Google that allows you to monitor your site's performance in search results. Once you have verified ownership of your site, you can view data such as the keywords that are driving traffic to your site, the pages that are ranking for those keywords, and how your site is performing in search results. 

How to find keywords in Google Search Console

You can also use Google Search Console to submit sitemaps, monitor crawl errors, and view other data related to your site's performance in search results.

Third-party Keyword Research Software

There are many third-party tools available that allow you to research keywords and analyze your site's performance. Some popular options include Ahrefs, SEMrush, and Moz. These tools allow you to research keywords that are relevant to your site and your target audience, and provide insights into how your site is performing in search results. 

They also offer features such as competitor analysis, backlink analysis, and site auditing, which can help you improve your site's performance and visibility in search results. 

Here is an example of how you can use SEMrush to view your site’s ranking keywords:

1. Log in to your SEMrush account. Click on the "Domain Overview". Enter your domain name in the search bar and click "Search".

"Domain Overview" feature in Semrush

2. Scroll down to the "Organic Search Traffic " section and click on the number that indicates the number of keywords you’re ranking.

3. In the "Organic Search Traffic" report, you will see a list of all the keywords that your website is ranking for in search results.  You can then sort the list by different metrics such as search volume, position, and traffic percentage by clicking on the relevant column header. You can also filter the list by various parameters such as keyword difficulty, search volume, and position by using the filters at the top of the page.

How to Use Keyword Data to Improve Your Website

Google Analytics provides valuable keyword data that can help you improve your website's performance. By analyzing this data, you can optimize your existing content, create new content, and improve website navigation and user experience.

Optimize existing content

By using keyword data, you can easily identify which pages on your website are performing well and which ones need improvement. Once you've determined which pages require optimization, you can take several steps to improve their performance. 

One way to optimize your pages is by adding relevant keywords to your content. Tools such as Page Optimizer Pro can help you identify which keywords to use and how to use them effectively. You can also improve the page's structure and update the existing content to make it more engaging and up-to-date, which can help attract more traffic to your website and improve your website's overall performance.

Optimizing your existing content not only improves its relevance to your target audience but also increases its visibility in search engine results pages (SERPs). This means that your website will rank higher in search engine results, making it more likely that people will find your website and engage with your content.

Tip: If you want to see faster results after updating content, consider republishing the article and submitting it to Search Console. By doing this, you can signal to search engines that your content has been updated and is worth revisiting.

Create new content

Keyword data can also help you identify high-performing keywords and create content around those topics to complete the topic cluster. 

For instance, suppose you run an online store that sells fitness equipment, and you notice that the keyword "best home gym equipment" is driving a lot of traffic to your website. In that case, you can create more blog posts or landing pages that target that keyword. You could create a blog post that provides a detailed review of the best home gym equipment available on the market, or you could create a landing page that showcases your store's selection of home gym equipment.

By creating more content around high-performing keywords, you can attract more traffic to your website and increase engagement with your audience. This can also help you establish your website as an authority in your industry, which can help generate more leads and revenue.

Improve website navigation and user experience

Keyword data can also help you improve the navigation and user experience of your website. By analyzing the keywords that people are using to find your website, you can identify areas where your website may be confusing or difficult to navigate.

For example, if you notice that people are using certain keywords to find a specific page on your website, but they're not finding it easily, you can improve the page's navigation to make it more user-friendly. This can help reduce bounce rates and improve the overall user experience of your website.


Knowing how to find keywords in Google Analytics is crucial for understanding your website's traffic and enhancing your SEO performance. By using the methods outlined in this article, you can gain valuable insights into which keywords are driving traffic to your website, and which ones you may need to focus on optimizing.

Keep in mind that keyword rankings can fluctuate over time, so it's important to regularly monitor and analyze your website's keyword performance. By doing so, you can make informed decisions about your SEO strategy and make adjustments as needed.

And don't forget to use a variety of tools and resources to supplement your keyword research. Google Site Kit and other third-party keyword research tools can provide additional insights into your website's keyword performance and help you identify new opportunities for optimization.

Overall, by taking a comprehensive approach to keyword research and analysis, you can improve your digital marketing strategy and drive more traffic to your site.

Millie Pham is a guest contributor to Marin Software.

In an unprecedented global frenzy, businesses across the planet are plunging headfirst into the vibrant realm of TikTok advertising. In the heart-pounding first half of 2022, titans of industry like Amazon and HBO claimed the throne as TikTok's most monumental advertisers, with a jaw-dropping investment of $22.5 million and $19 million respectively, as per Statista's report.

Curious about why they're all flocking to TikTok? The answer's simple yet exhilarating: TikTok is a colossal coliseum of brand exposure and skyrocketing sales, buzzing with over a staggering billion monthly active users!

The introduction of TikTok for Business and Ads Manager has been a game-changer, simplifying the route for brands to zero in on their target audience in this dazzling social media universe. The plot thickened when TikTok forged a groundbreaking alliance with Shopify, unlocking a new realm of marketing possibilities for e-commerce and retail.

For small businesses, TikTok is akin to a treasure-laden galleon. A whopping 78% of SMBs proudly attest to harvesting a positive return on investment (ROI) from their foray into TikTok advertisements. Are you ready to discover the secret sauce of the best-performing ads on TikTok and sharpen your strategies to surpass all expectations and reap an extraordinary ROI? Let's dive right in.

Revealing the Magic of High ROI-Generating TikTok Ads

Let's first unveil the TikTok ad formats leveraged by brands:

- TopView Ad

- In-Feed Ad

- Brand Takeover Ad

- Dynamic Showcase Ad (DSA)

- Video Shopping Ads (VSA)

- Deeplink Ad

- Branded Effect

- Branded Hashtag Challenge

- Spark Ad

Surprisingly, the dark horse, Spark Ads, despite being last on our list, claims a staggering 157% higher view-through rate compared to the typical In-Feed Ads. Yet, the crown for the highest click-through rate (CTR) belongs to TopView adverts, with a phenomenal 12–16% among all other TikTok advertising variants.

Knowledge of the different TikTok ad types is just the first stage of this thrilling journey. To truly unravel the power of TikTok advertising and catapult your ROI to unseen heights, it's time to master the art and science of maximizing the efficacy of your TikTok ads.

Master the Art of TikTok Advertising to Skyrocket ROI

Mastering the art of TikTok advertising - and it is as much art as science - boils down to a few foundational best practices.  Let’s dive into each of those best practices and find the best way to maximize return on your investment in TikTok advertising.

Know your audience

Who are you aiming to captivate with your riveting TikTok ads?

"Unlocking the magic of TikTok marketing commences with pinpointing your dream customer," advises Ryan Hammill, Co-Founder and Executive Director of the Ancient Language Institute. "You must craft an intricate, quasi-fictional avatar of your ideal consumer to meticulously align your marketing efforts with the right individuals. This involves sketching out an in-depth portrait of your target demographic, complete with their preferences, quirks, and tendencies."

To resonate with the core ethos of your most valued consumers and delve into their TikTok behavior, Hammill prescribes taking into account the following multifaceted aspects:

- Age

- Gender

- Income

- Lifestyle

- Personality traits

- Aspirations

- Interests, and more.

While TikTok reigns supreme as the quintessential social media marketing hotspot for Gen Zers, the scales are slowly tipping. The echo of Millennials and Gen Xers footsteps is growing louder, as they make their presence felt on the platform. As of 2021, a significant 36% of TikTok's audience fell within the 35–54 age bracket, a notable leap from 2020's 26%.

Beyond this demographic dimension, you should also uncover your audience's expectations from your brand. Could it be a tantalizing discount they seek? Observe how The Farmer’s Dog brilliantly wooed American dog owners with a Spark ad, promising an irresistible 60% off.

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Ensure your ads shine a spotlight on the most relevant content, meticulously curated to cater to the distinct desires and needs of your TikTok audience.

Join Forces with Influencers

TikTok reveals a mind-boggling statistic - advertisements born out of a dynamic synergy between brands and influential content creators boast a staggering 91% higher six-second view rates. Moreover, these fruitful partnerships trigger a 27% leap in ad recall. 

Consider Babbel's strategic move, who tapped into the enormous popularity of Ben Hanlin, a TikTok sensation with a thriving community of over 1.3 million followers. He regaled his audience with his journey of mastering a new language with Babbel, painting a vivid picture of his expeditions in foreign lands.

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Why not chart your own course and craft a robust influencer marketing strategy for TikTok? Identify and connect with influencers whose ethos aligns with your brand. 

Take the innovative example of SearchKibble, a search engine provider with a heartwarming mission - feeding shelter animals with every search. They partnered with powerhouse influencers who share a deep bond with their pets, such as Moca Cho Dien and Mason Glasco, boasting 8.9M and 6.6M TikTok followers respectively. These influencer collaborations propelled SearchKibble to phenomenal success, with a ROI of 2.3x, over 273,000 views, and a staggering 954,000 impressions.

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Let's not forget Michael Kors' ingenious back-to-school campaign. By harnessing the power of Spark Ads to promote influencer content, they struck gold. The campaign reached an awe-inspiring 8.3 million people, amassing a whopping 58 million impressions.

Incorporate a Powerful Call-to-Action (CTA)

A compelling call-to-action woven into your TikTok ad could be the catalyst that drives a tsunami of clicks and conversions. As per TikTok's insightful research, advertisements that incorporate on-screen text and a crystal-clear CTA are 55.7% more likely to steal the spotlight with increased impressions compared to those that abstain from text.

The TikTok Ads Manager is your secret weapon, allowing you to concoct Recommended and Dynamic CTAs:

  • Recommended – Cherry-pick a suggested CTA from an array of options on the drop-down list.
  • Dynamic – Craft a versatile collection of CTA texts, primed to present the most fitting message to each TikTok user who lays eyes on your advertisement.

A sterling example is PepsiCo Australia's masterstroke of deploying a 'Learn More' CTA button in their Brand Takeover ad. On the very first day, the campaign's CTR hit a blistering 24%. Overall, they reaped a solid 17% CTR and accumulated a staggering 10M+ impressions.

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Harness the Power of Hashtags

Hashtags are the unsung heroes of social SEO on TikTok. Long used on other platforms, many TikTok advertisers have not yet caught on to the effectiveness of hashtags on this platform. Savvy advertisers see this as a golden opportunity to expand their reach on TikTok. Hashtags serve as a beacon, guiding each user to their perfect ad match.

"To catapult your brand reach and ignite engagement, concoct a potent cocktail of trending and niche-specific hashtags," advises Carson Lang, Co-Founder and COO of Test Prep Insight. "If we were to promote ourselves, we'd sprinkle niche hashtags like #LSAT, #LSATexam, #LSATexpert, #LSATprepcourse, #lawschooladmission, #lawschoolexam, and trending ones like #lawyersoftiktok, #examprep, and #study."

As for the number of hashtags to feature, TikTok hasn't set a definitive cap, but a 100-character limit for the caption provides guidance.

For hunting down the most impactful hashtags, Lang suggests: "The Trending section on TikTok is your treasure map to the most popular hashtags. Alternatively, hashtag tracking tools like Tiktokhashtags or TikBuddy can also serve as valuable aids."

One fashion and beauty brand, Isle of Paradise, hit a home run with their custom hashtag #WakeUpandGlow in their Spark Ads to amplify brand awareness and promote their Glow Drops.

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Their ad campaign returned a dazzling 500% ROI and an impressive 68% weekly revenue uptick.

Unleash Your Brand Power

Branded elements, from stickers to hashtag challenges on TikTok, can elevate your brand's presence and etch your name in the minds of potential customers. Dress your content in your brand's unique style to amplify visibility on TikTok, reel in new customers, and skyrocket sales.

We love the example of how ASOS exemplified this. The company devised an engaging Branded Effect and Branded Hashtag Challenge dubbed #AySauceChallenge. They strategically promoted this content through In-Feed and TopView ads, sparking their audience's creativity to showcase their favorite outfits. This clever initiative culminated in an astounding 488,000+ UGC videos and over 1.2 billion video views in a mere six days.

@lukettrotman 3 sauce looks…which is your fave? A, B or C? 🔥🔥 @asos #AySauceChallenge #ASOS #Ad ♬ Ay Sauce - Cashino

Even LG Electronics tapped into the power of a Branded Hashtag Challenge with their #lifeisgooddance and complemented it with a unique Branded Effect. This combination supercharged their brand visibility, generating 100M+ total ad impressions, 7B+ video views, and 2M+ video creations.

@katttrod Check out the #Lifeisgooddance challenge ! Life has been real good since this song came into my life 😭💫 @lg_lifeisgood #lg #charlieputh #ad ♬ Life’s Good (feat. Stacey Ryan, Sade Whittier, Dani Kim, and Stacy Capers) - Charlie Puth X LG

Don't Craft Ads – Create TikToks

TikTok echoes this mantra time and time again.

Jesse Hanson, Content Manager at Online Solitaire & World of Card Games, emphasizes: "TikTok is defying the norms of traditional advertising. It's critical to embrace a revolutionary approach to advertising on TikTok. Break the mold, infuse fun into your content, don't shy away from humor, and create awe-inspiring TikToks."

According to Hanson, your TikTok ads should be:

- Concise (9–15 seconds)

- Engaging

- Authentic

- Entertaining

- Immersive

- Fun-filled

- Creative

To hit the bullseye with your TikTok ad creation, incorporate high-quality videos/images. Moreover, use an eye-catching hook (like a catchy sound, vibrant color, meme, trigger word, or other TikTok tactics) within the first three seconds to outshine the mundane.

Consider how Itsu seized attention with contrasting colors in their In-Feed ad.

Automate, Analyze, and Amplify

Why not simplify the process and engineer automated, easily scalable campaigns? Consider using MarinOne + TikTok for Business to steer your campaigns and glean reports automatically with minimal effort. Plus, with creative A/B testing and advanced optimization, you can smartly allocate your budget and anticipate the impact of your TikTok ads.

TikTok Sales Funnel Strategies: Pro Tips (Amir Farrokhi) 

Acquisition strategy 

Influencer marketing on TikTok has proven to be incredibly effective in reaching and engaging with the platform's active user base, particularly for discovery and acquisition purposes.

The effectiveness of influencer marketing on TikTok stems from influencers' ability to build trust and credibility among their followers. These influencers have amassed large followings and possess the skills to create engaging and authentic content that resonates with their audience and, if chosen wisely, with your brand's target audience. When collaborating with TikTok influencers for acquisition, it is crucial to select individuals whose content aligns with your brand and target demographic. Seek influencers who hold a strong presence in your industry or niche and whose followers match your desired demographics. By partnering with influencers, you can leverage their existing fan base and tap into their influence to promote your products or services. When influencers recommend or endorse a brand or product, their followers are more likely to take notice and consider making a purchase.

The content produced by influencers for your product or service can take various forms, such as product/service reviews, unboxings, tutorials, challenges, or simply incorporating your brand into their entertaining videos.


Pixel Implementation: Install the TikTok Pixel on your website or app to track user behavior and capture relevant data. The pixel enables you to build Custom Audiences based on specific actions taken by users on your digital properties.

Define Retargeting Segments: Analyze the actions and behaviors of your website visitors or app users to segment them into different retargeting groups. For example, you can create segments based on users who abandoned their carts, visited specific product pages, or engaged with specific content.

Create Custom Audiences: Utilize TikTok's ad platform to create Custom Audiences based on the defined retargeting segments. Upload your customer lists, sync with your app data, or utilize pixel data to create these audiences.

Develop Engaging Ad Content: Craft compelling ad content specifically tailored to each retargeting segment. Personalize the messaging and creative elements to resonate with the audience's previous interactions with your brand.

Frequency Capping: Set frequency caps to control the number of times your retargeting ads are shown to users. This ensures that the ads don't become overwhelming or repetitive, leading to ad fatigue.

Ad Sequencing: Consider creating a sequence of ads to tell a story or provide additional information to users who have previously engaged with your brand. This sequential approach can help reinforce your messaging and drive higher engagement and conversions.

Continuous Optimization: Regularly monitor the performance of your retargeting campaigns on TikTok. Optimize your ads, adjust bids, and refine your targeting to ensure maximum effectiveness and return on ad spend.


User generated content(UGC) campaigns on TikTok can be highly effective in engaging and retaining your existing user base while also attracting new users. UGC campaigns involve encouraging TikTok users to create content related to your brand, products, or services.

Here are some key steps and considerations for implementing a successful TikTok retention strategy using UGC campaigns:

Create a Branded Hashtag: Develop a unique and memorable hashtag that represents your brand or campaign. This hashtag will serve as a rallying point for users to participate in the UGC campaign.

Define Campaign Goals: Clearly outline your campaign objectives and what you hope to achieve with the UGC campaign. It could be increasing engagement, generating user testimonials, showcasing product experiences, or fostering a sense of community.

Promote the Campaign: Spread the word about your UGC campaign through various channels. Utilize your social media platforms, email newsletters, website banners, and other marketing channels to inform your existing users about the campaign and encourage their participation.

Incentivize Participation: Offer incentives to users who participate in the UGC campaign. This could include giveaways, exclusive discounts, or featuring selected user-generated content on your official TikTok account or other marketing channels.

Showcase User-Generated Content: Regularly feature and highlight the best user-generated content on your TikTok account. This recognition can motivate participants and encourage others to join in. Consider creating compilation videos or showcasing individual content creators to amplify their impact.

Engage and Interact: Respond to user-generated content, comments, and messages to foster a sense of community and connection. Engaging with your audience shows that you value their contributions and encourages ongoing participation.

Continuously Refresh and Evolve: Keep the UGC campaign fresh and exciting by periodically introducing new themes, challenges, or opportunities for users to contribute. This helps maintain user interest and engagement over time.

Measure and Analyze: Monitor the performance and impact of your UGC campaign. Track metrics such as engagement rates, reach, and user sentiment to assess the effectiveness of the campaign and make necessary adjustments.

Turbocharge Your ROI with TikTok Ads

TikTok's reign in social media marketing is indisputable. The platform is revolutionizing business advertising in breathtaking ways. By harnessing the potent TikTok advertising techniques shared in this article, you can fuel positive ROI, sharpen your competitive edge, and smash your marketing objectives.

Cut down your efforts and ramp up results with MarinOne's automated solutions and analytical tools.

Rachel Melegrito is a guest contributor to Marin Software.

Email automation is the way to go in 2023. But don’t just take our word for it. Take Hubspot’s. They say that 71% of B2B marketers use it to grow their business. And they are not alone. Statistica says that by 2025, there will be 4.6 billion people using email. That means a lot of opportunities for you to connect with your audience. You can also use automation to deliver your messages at the right time, increase conversions, analyze their behavior, and optimize the customer journey across different channels and touchpoints.

In this blog, we will show you how email automation can help you align your email campaigns with your customer journey-mapping strategies and how that can lead to more trust, loyalty and action from your customers.

What is Email Automation?

Email automation is like having a magic wand that lets you send emails to your customers without lifting a finger. It uses smart rules that tell your emails when, how, and to whom to go to based on what your customers do or don’t do. Plus, you can save time, make your customers happy, earn more money and customize your messaging for each point of the nurturing funnel.

Email Automation Campaigns You Ought to be Running

When it comes to email automation techniques, there are different types of campaigns or automation series that are simple to execute and very effective for virtually any industry, such as: 

Welcome Email Campaign: A series of emails introducing new subscribers to your brand.

Standard Promotional Campaign: A single or multiple emails that offer discounts, deals, or incentives to your subscribers.

Seasonal Campaign: A series of emails that aligns with a specific season, holiday, or event.

Triggered Email Series: A series of emails sent based on specific actions or events your subscribers take.

Post-Purchase Drip: A series of emails that follows up with your customers after they purchase.

Connect-Via-Social Campaign: A series of emails encouraging subscribers to follow you on social media platforms.

Newsletter: A regular email that provides valuable content, updates, or news to your subscribers.

Cart Abandonment Followup: A series of emails reminding subscribers of the items they left in their shopping cart.

Re-Engagement Campaign: A series of emails that tries to reactivate inactive or unresponsive subscribers. 

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High Level Phases of Email Customer Journey Mapping

Before we dive into how email automation works in customer journey mapping, let’s understand what customer journey mapping means. It may sound fancy, but it’s just a way of showing how customers interact with your business. We can break this down into three steps: How they discover you, buy from you, and get your support.

To connect your email automation campaign to customer journey mapping, you need to focus on the following phases of user engagement:


Onboarding is the first step of an email automation campaign. You can “Greet and Welcome” your new customers, show them what you offer, and help them get started. For instance, if they signed up for a free trial, email them tips and resources.


Create a nurture campaign that increases trust between you and your customers and converts them from potential customers to customers. For instance, if they download a brochure, email them exclusive content and a special offer related directly to that brochures' content.


Retention is the last phase of your email automation funnel. Customer retention relies on customer satisfaction and engagement. A retention email, or series of emails, is sent to existing customers to maintain their loyalty. These emails vary in form but share the goal of enhancing education about your brand and deepening customer loyalty. Moreover, they aim to minimize effort for the customer over time and provide exceptional service with easy calls to action. 

Know the Difference Between Customer Personalization and Marketer Segmentation

Though the terms are often used interchangeably, personalization and segmentation are different concepts. While segmentation is all about marketers, personalization is about the customer.

Segmentation refers to dividing your customers into smaller groups, while personalization means tailoring your messages to each customer’s needs, preferences, and behavior. Here’s how it can help you transform your email automation strategy to address both your needs as the marketer and the users' needs as the customer:

  • Email automation tools can be used for personalizing triggered email sequences, cart abandonment emails, and re-engagement email series to grab your customer’s attention.
  • Personalization helps you create a better customer experience and loyalty by expressing to your customers that you know, value, and care about their needs.
  • With properly personalized and segmented emails, you can reduce your costs and increase your return on investment by sending your customers fewer but more effective emails.
  • When emails are relevant, users engage. A majority of marketers agree that subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%) are the most effective strategies for email marketing campaigns, based on a recent Hubspot survey.
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Some ways you can personalize and segment your email automation campaigns are:

Dynamic content

Dynamic content is a game-changer for email marketing, adding a special touch and increasing conversion rates. With dynamic content, you can personalize your newsletters, delivering exclusive information tailored to specific subscribers. This customization improves click-through rates as people engage with content relevant to their interests. Additionally, by utilizing subscribers' shopping behaviors, targeted cross-sales campaigns can be created, boosting sales. Not only does dynamic content save time by consolidating multiple marketing messages into a single email, but it also enables the sending of ultra-personalized emails that drive conversions. Change the email content based on the customer’s data, such as name, gender, interests, etc.

Merge tags

Merge tags are placeholders that represent contact data in your CSV file. These customizable variables, such as First Name, Last Name, and Company, allow you to personalize the emails you send in your campaigns. By utilizing merge tags, you can increase customer engagement and improve email open rates. These tags are automatically created from the column headers in your CSV file, ensuring that each contact in your campaign receives a personalized email. 

Behavioral data

Create your email based on the recipient’s actions or inactions, such as clicking a link, visiting a page or opening an email, etc. Once you've collected and organized behavioral data, you can create segments of subscribers based on their behavior. Segment options include purchase behavior (frequency, recency, value, product category), website behavior (pages visited, time spent, bounce rate, conversions), and email behavior (opens, clicks, replies, unsubscribes). Utilizing this data, you can send targeted offers like loyalty programs to frequent buyers, re-engagement campaigns to inactive customers, content offers to engaged blog visitors, or win-back emails to unsubscribed subscribers. These segments provide valuable insights for improving email campaigns and informing stakeholders.

Buying history

Order history provides valuable insights for boosting sales and making informed decisions. By analyzing data and trends, you can accurately manage inventory, ensuring stocked shelves and avoiding missed sales opportunities. Understanding what sells well allows you to plan promotions and feature popular products both in-store and online, while discontinuing less popular items. Additionally, order history enables targeted marketing campaigns by allowing you to send relevant messages and offers to specific customer groups based on their past purchases. Segment and personalize your email based on the recipient’s previous purchases, such as product category, price range, frequency, and more.


Location-based email marketing utilizes customer location data to send targeted and personalized emails. While mobile marketing focuses on real-time location using GPS, email marketing relies on broader location information such as zip codes. Location-based email marketing takes advantage of static data points like city, state, country, and zip code to create region-specific content, zip code-centric emails, and city-based emails. These emails can provide personalized experiences based on the customer's location and can be combined with location-based mobile marketing for a seamless customer journey. By leveraging available location data creatively, marketers can deliver highly relevant and engaging location-based email marketing messages that enhance the customer experience. 

Why Timing and Triggers are Essential for Successful Email Automation Campaigns

“#1 — TIMING. Timing is everything when it comes to email marketing. If you send too many promotional emails or run too many sales…..You’ll burn out your list.” ~ Vlad| Direct Response on Twitter.

Timing and trigger-based automated emails are sent to your customers at the right time and based on the right action or event. According to SmartInsights, general trends indicate that Tuesdays and Thursdays are the most popular days for trigger emails, and one should send them at 10 AM and 2 PM for the best results.

To measure the effectiveness of your email automation triggers, and the timing thereof, several metrics can be used. Take a look at the total number of emails sent, open rate, click-through rate, unsubscribing rate, site traffic, and conversion. 

Common mistakes marketers make when executing email automation triggers include buying third-party email lists, not syncing the right triggers, sending too many emails, and not analyzing performance metrics continually over time. 

If you want to do it the right way, and we assume you do, utilize opt-in forms to collect interested users' emails, add value to messages, provide clear call-to-action buttons, keep messages personalized and humanized, and check triggered email performance against set metrics that align with company objectives. 

How to Measure and Optimize Performance for Email

The phrase "Data is King" holds true, emphasizing the importance of measurement and optimization for your email campaigns. To ensure success, it's essential to analyze email performance effectively. Here are some compelling reasons why measurement and optimization matter and how you can approach them with excellence.

  • You can track how your clients interact with your emails. Use Google Analytics to measure email traffic, bounce rate, and conversions.
  • It is easy to find out the loopholes in your customer journey. For instance, surveys, feedback tools, or heat maps can help you find pain points and opportunities to keep contacts moving through the sales funnel.
  • The use of interactive email marketing tools can help you assess how campaigns affect consumer behavior, loyalty, and satisfaction. 
  • You can use data analysis to experiment with different email elements over time, such as design, content, and personalization. For instance, use multivariate testing to find the best design version of an email.

The right blend of all these steps can help you enhance the customer experience and boost your email revenue. Many email automation providers, like MailModo, have templates available for email design, automation funnels, and common audience segments to help you get started. Customize these elements for your company in a few clicks and you'll have boosted conversions and retention in no time at all. 

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How to Craft the Ideal Email

Email automation campaigns are some of the best ways to deliver personalized and timely messages to your customers based on their actions and preferences. Here's how you can create great email funnels that nurture and convert:

Pay Attention to the Structure

Crafting a perfect email requires attention to various elements. Starting with the "from" name, it's crucial to choose a familiar and recognizable name for better open rates. Creating an engaging subject line that focuses on the benefits and has around 28-39 characters can significantly improve open and click-through rates. Utilizing a cohesive preheader that complements the subject line adds value and provides a snippet of the email's content. Clearly explaining the purpose of the email establishes trust and helps readers decide whether to continue reading. Keeping the email short, concise, and visually appealing is important to capture and maintain readers' attention. 

Visualize and personalize your audience

Design and write your email with a picture of your target audience in mind. Use catchy subject lines, compelling copy, strong Calls-to-Action(CTA), and attractive images. DemandSage claims that emails with personalized subject lines increase open rates by 35%. Personalized subject lines show that you care about your audience and their interests, and they can help you stand out from the crowd. 

Test your email campaigns regularly

A/B testing is a crucial practice in email marketing to improve campaign performance. It involves sending two different variants (A and B) to your email list and analyzing which one performs better. A/B testing allows you to make evidence-based decisions. Common elements to test include subject lines, preview text, sender name, email timing, call-to-action text, landing pages, email length, design, subscriber greetings, and new ideas. By consistently testing your campaigns, you can maximize engagement and drive better results. With user-friendly email apps available, conducting A/B tests is convenient and highly recommended.

Key takeaways

Despite being the oldest digital marketing channel with a long history, email marketing is going strong and continues to deliver great performance for marketing teams across the globe. With the right email marketing strategy, companies are improving their customer journey mapping  and getting the best ROI on all their omnichannel efforts. To sum it up, here’s a reminder of how you can leverage email automation to improve your customer journey mapping:

  1. Segment your customer based on their behavior and interests.
  2. Create personalized and interactive email campaigns for each audience segment you have.
  3. Measure and optimize your email performance.
  4. Use customer feedback, heatmapping, and unsubscribe rates to know if you're on the right track.
  5. Execute proper implementation of different types of campaigns to build rapport, satisfaction, loyalty, and business amongst your customer base.

Email automation can be complex and challenging, with multiple campaigns needed to nurture contacts throughout the customer journey. Simplify this process with the right combination of AI assistance, best practices as outlined in this guide, and content that captures your target audience. This combination has the potential to grow your business exponentially. 

The right email strategy is an important part of any company's omnichannel marketing efforts, but we know you have much more than just email to worry about. Work with MarinOne today to streamline your advertising and make sure all your marketing channels are working together effectively.

Aquibur Rahman is a guest contributor to Marin Software.

It's no secret that the e-commerce industry is highly competitive. In today's e-commerce landscape, it's vital to leverage the best practices to gain any edge you can over competitors. This means having a strong online presence and getting eyes on your e-commerce products.

One key aspect of this is optimizing your e-commerce store for maximum visibility ensuring that your product descriptions are search engine optimized (SEO). Through strategic optimization, you can enhance your website's visibility in organic search rankings which ultimately will attract highly targeted traffic to your site, and drive significant growth in sales and conversions to your e-commerce store.

In this comprehensive guide, we will explore the essential strategies, real-life examples, and best practices to optimize your e-commerce product descriptions for SEO success. Whether you're a seasoned online retailer or just starting your e-commerce journey, this article will provide valuable insights and actionable tips to help you create a successful e-commerce website and ultimately get more eyes on your store and products.

What is SEO?

Before we get into the best SEO optimizing tips, let's ensure there is no confusion about what SEO is. SEO stands for Search Engine Optimization. It refers to the practice of optimizing your website and its content to improve visibility and organic search rankings on search engines like Google.

Essentially, SEO helps your website or e-commerce store appear higher in search engine results pages (SERPs) when users search for relevant keywords or phrases. By aligning your e-commerce product descriptions with the ranking factors that search engines consider, you can increase your online visibility, drive targeted traffic to your site, and ultimately grow your business.


Why Should You Optimize Your E-commerce Product Descriptions for SEO?

When potential customers are searching for products online, where do most people turn? Most often users turn to search engines like Google to find what they need. So why is this important? 

It is reported that 2.64 billion people made online purchases in the year 2023 and this number is expected to grow around 10.4%. By strategically optimizing your product descriptions for SEO, you enhance the visibility of your offerings in relevant search results, enabling potential customers to effortlessly find and explore your online store, ultimately increasing the likelihood of conversions and driving business growth.

By crafting keyword-specific, compelling, and informative product descriptions, you can not only improve your search engine rankings but also enhance the overall user experience, leading to higher engagement and conversion rates. 

Imagine you are looking up a product on Google and you see a list of ten options from your search. You're more likely to click on the articles that are positioned near the top of the page right? That's ultimately where you want your products to appear. SEO helps you achieve this.

8 Tips to Optimize Your E-commerce Product Descriptions for SEO

In the following section, we will share seven effective tips to optimize your e-commerce product descriptions for SEO. These tips will enhance the visibility and relevance of your product pages, attracting organic traffic and boosting conversions. 

Understand Googles Algorithm

If you are looking to dip into the SEO world then it is critical that you understand Google's guidelines on what their algorithm looks for when ranking content. Familiarize yourself with key factors that influence search rankings, such as relevance, user experience, and website authority.

By understanding Google's algorithm, you can align your e-commerce product descriptions with the search engine's preferences, increasing the chances of higher visibility and organic traffic. Regularly research industry trends, follow reputable SEO resources, and adapt your e-commerce strategies accordingly. 

Keep in mind that algorithms can change, so continuous learning and adaptation are crucial to maintaining optimal SEO performance. Below is an excerpt sharing some of the key factors Google looks for within SEO.


Conduct Keyword Research

Begin your optimization journey by uncovering the most relevant and specific keywords that resonate with your target customers and align with their search intent while seeking products akin to yours. Incorporate these keywords strategically throughout your product descriptions to improve search engine visibility and attract qualified traffic.

Keyword research is one of the biggest factors on the list of SEO best practices. If your keyword research is off then the user's search intent won't match your product. This ultimately leaves your pages with minimal traffic and low conversions.

Write Unique and Compelling Descriptions

No one likes reading boring, robotic text that is less engaging than the dictionary. Your goal as an e-commerce seller is to effectively showcase the unique features, benefits, and selling points of your products in a manner that compels customers to make a purchase.

You should use persuasive language to entice customers and differentiate your offerings from competitors. It’s also important to note that you should always try and avoid duplicate content to maintain SEO integrity in the eyes of Google.

Optimize Title Tags and Meta Descriptions

Pay attention to title tags and meta descriptions, as they appear in search engine results pages (SERPs), and influence click-through rates. The title tag is nothing more than the title of a page or article that shows up when users search in Google. 

Include keywords that are specific, researched, and accurately describe the product to ensure when people scan over your text it resonates with their search intent. Your meta description should always have your keyword within the text to show Google and readers what the overall theme or topic of the page is. 

User-Friendly Readability and Formatting

Break down your product descriptions into easily scannable sections with headings, bullet points, and concise paragraphs. Use clear and descriptive language, avoiding jargon or complex terminology. 

You should Incorporate relevant keywords naturally while maintaining readability. No one likes giant walls of text. Readers typically like to skim. So, if you have relevant keywords, a heading, and a user-friendly format, it allows users to quickly understand your product.

Leverage User-Generated Content

One of the best ways for readers to easily gauge trustworthy and quality products is by using customer reviews and ratings for your products. This can also increase your AOV when customers buy your products. You might be wondering why this is included in SEO-friendly product descriptions. 

Well, displaying user-generated content on your product pages not only enhances credibility but also provides additional keyword-rich content that can improve SEO performance by touching on Google's E.E.A.T factors. E.E.A.T is the system Google readers use for ultimately deciding the validity of the content. Your compliance within these criteria can increase or decrease search results for your e-commerce products.


Monitor and Update Descriptions

Lastly, it’s vital that you continuously monitor the performance of your product descriptions and make necessary updates. Stay updated with keyword trends, search engine algorithm changes, and customer feedback. Regularly refreshing and optimizing your product descriptions ensures that they remain relevant and effective in driving organic traffic and conversions.

Leverage AI Tools

If you are struggling to create engaging SEO product descriptions for your e-commerce store then you may want to look at utilizing AI tools like ChatGPT or Jasper. These tools can generate SEO-friendly product descriptions, meta descriptions, as well as any other written content. 

John Elder, owner of The Business Blocks had this to say about how they utilize ChatGPT for product descriptions. 

“We’ve found ChatGPT to be invaluable in optimizing our Etsy product descriptions, enhancing our SEO efforts, and improving our e-commerce listings. It’s a powerful tool that has positively impacted our online business presence.”

Examples of Optimized E-commerce Product Descriptions

Here are two varying examples of E-commerce product descriptions. The first example is one that has some sign of strength in the eyes of SEO while the second needs a lot of work…

Good SEO Product Description (Could Be Better)


As you can see, the description above not only has varying target keywords in the title, but it also provides a description that could help Google place this page in front of users who may be searching for clothing with those keywords. 

Bad SEO Product Description 


It doesn't take an SEO expert to see why this page needs a lot of work from an SEO perspective. Ultimately, there is not much to this page that can help Google put this in front of users. You need to do everything in your power to give Google the necessary information it needs to effectively place your page in front of potential customers.

Key Considerations For Successfully Optimizing Product Descriptions

Below is a recap of some of the most critical factors when focusing efforts on product descriptions that are optimized for SEO.

  • Keywords: The pillar of any SEO strategy is strategically using relevant keywords throughout your product descriptions to enhance search engine visibility and attract targeted traffic. If this is not focused on first then the rest will fail.
  • Unique and Compelling Content: Craft engaging and original descriptions that highlight the unique features, benefits, and value propositions of your products to capture the attention of potential customers.
  • Regular Updates: Continuously monitor and update your product descriptions to reflect any changes in product features, pricing, or availability, ensuring accuracy and relevancy over time.
  • A/B Testing: Try different tests, fail, and try again to determine which ones perform better in terms of click-through rates, conversions, and user engagement. Don't be discouraged if you don't see great results right away. Just keep trying new things that align with the tips we have discussed.
  • Customer-Centric Approach: Write product descriptions that address the needs, pain points, and desires of your target audience, not what you think looks or sounds good. Showcase how your products can solve their problems and why users should choose your product.

Final Takeaways

In conclusion, e-commerce can be a great avenue for those who are looking to start a business or bring in additional income, but this cannot be achieved if no one sees your products… Optimizing your e-commerce product descriptions for SEO is a critical step in enhancing your online visibility, attracting more organic traffic, and driving conversions. 

By following the tips provided and understanding the key considerations, you can create compelling, keyword-rich, and customer-centric product descriptions that not only appeal to search engines but also resonate with your target audience. 

With the right SEO strategies in place, your e-commerce store can stand out from the competition, build trust with customers, and ultimately drive success. Start implementing these techniques today and unlock the full potential of your product descriptions in maximizing your online presence and driving business growth.

Luke Lovelady is a guest contributor to Marin Software.

Despite some claims that Meta (Meta) is a dying platform, it continues to hold its position as the third most visited website globally, just behind Google and YouTube. This fact alone highlights the immense potential and reach that Meta still offers. Additionally, Meta Ads remain a formidable part of the digital advertising ecosphere, utilized by millions of businesses worldwide to effectively tap into this extensive user base and drive sales. 

For e-commerce stores, in particular, Meta advertising plays a crucial role in securing the majority of their revenue. Therefore, it becomes imperative for businesses to invest time and effort in mastering Meta Ads to unlock their full potential and maximize e-commerce profits.

Why Are Meta Ads Important for E-commerce?

Since e-commerce relies almost entirely on online channels to drive sales, Meta Ads become the lifeblood of the brand’s revenue. Here are some powerful features that position Meta Ads in this light as one of the best marketing channels:

  • Massive User Base. Advertising on Meta has the potential to help you reach billions of users spread over Meta, Instagram, and WhatsApp. Most of them are frequent online shoppers who wouldn’t resist purchasing a product that interests them. 
  • Targeting and Retargeting. Meta allows you to target and retarget users who share the same interests and behaviors and reside in the same demographics as your ideal avatars. 
  • Multiple Ad Formats and Detailed Analytics. Not only does Meta support multiple ad formats, but it also provides you with detailed analytics on your advertising campaigns to help you decide which ad format brings the most results. 

Meta allows you to place your ads in a variety of spaces, including Instagram, Facebook, the Meta Audience Network, and Messenger. However, to drive traffic to your store and maximize results, you’ll need to use the right strategies. Here are 12 suggestions.

12 Ad Hacks to Run the Best E-Commerce Campaigns

These techniques cover the most sensitive aspects of a successful ad, including copywriting, targeting, design, and rewarding users through giveaways or referral programs. 

Craft an Irresistible Offer

With no enticing offer, you can’t expect to have a successful ad. Your offer needs to be so good that the potential customers feel like they’ve found the best bargain and it would be dumb not to take it. So how can you achieve that? Follow these points for a good offer:

  • Unique Selling Points. Show your audience the particular elements that make your products different from what the competition is offering. These might include high-quality materials, rare customer service, or continual discounts. 
  • Infuse a Sense of Urgency. Push your audience to take action as soon as possible by adding timed discounts, countdowns, or a limit on the number of products. 
  • Personalize Your Offer. Meta allows you to segment your audience and run ads for more than one specific demographic. Build campaigns that target different segments of your audience and introduce them to different offers. 

Now, since we’re talking about targeting different audiences, let’s see how you can accomplish this detailed targeting, which characterizes the best Meta campaign types

Compile a Targeted Lookalike Audience

After you’ve run your first Meta campaign, you’ll have gathered enough data to target new audiences by using the lookalike audiences feature. Meta allows you to compile a list of potential buyers based on the current profiles of existing interested customers. 

All you have to do is either upload a copy of a list of users found on your database, which can be email subscribers or simply interested leads, or you can build a custom audience from people who have used your app or visited your website. For the latter, you’ll need to have activated the Meta Pixel.

Retarget Users Who Didn’t Finalize Their Purchases

Retargeting is a smart way to convince your interested audience that your product will add value to their life. All those people who visited your website and selected products but didn’t finish their purchases can be targeted with Meta Ads. Chances are that they are highly interested buyers, so they’re worth pursuing.

The issue we are discussing is known as cart abandonment, and statistics show that a dreadful $18 billion is flushed down the toilet for e-commerce brands because of abandoned carts. By using Meta Ads, you can retarget these users with new discounts and better offers to convince them to finalize their purchases and maybe select more products.  

Build and Promote a Referral Program

Referral programs are highly beneficial because they automate the marketing process for your brand, making it completely hands-off. Once you set up a referral program and the industry influencers start talking about your brand, the potential for your products to go viral is high. 

Also, you’ll get UGC (User-Generated Content), which you can import into your marketing tools to post highly engaging organic posts as well as build converting paid campaigns. There are several benefits of having a referral program for your e-commerce business: 

  • You receive credible reviews and testimonials, which make your products appear trustworthy. 
  • Referred customers tend to be more valuable and loyal than those acquired via traditional ads. 

Build a Custom Audience with Product Page Viewers

We spoke about lookalike audiences, which Meta finds and targets from an existing list of potential buyers that you upload. Now, what if you could directly target people on that uploaded list with your ads? Then, you’ll be using Custom Audiences

Since you’re selling products on your e-commerce store, you can build a custom audience with those who viewed your products. Once you’ve implemented event tracking or the Meta Pixel on your website, you can retarget product viewers with dynamic ads (now Meta Advantage+ catalog ads) to reintroduce them to the products they saw or new similar ones. 

Integrate Interesting Video Ads

Videos are much more engaging than text or image-based ads. They powerfully capture the audience’s attention and increase conversions since they appeal to multiple senses at once. In a Meta ad with video content, you combine several elements, including: 

  • A visual appearance of the product 
  • Guiding and compelling captions
  • People using the product in real life 

Produce a few videos with your products and use them in your ads. You’ll notice a measurable increase in sales and product views. 

Compose Irresistible Copy

There are tons of articles on this topic, but if you’ve tried running ads by yourself without copywriting expertise, you’ve probably learned its importance the hard way. Compelling copy requires research and the use of proven tactics. But, in short, great ad copy should include: 

  • Attention-grabbing and metrics-driven headlines
  • Body copy that emphasizes benefits over features 
  • Clear calls to action that drive readers to your store

If your copy holds these traits, it’s highly likely to attract buyers.  

Link to Your Published Articles

Meta Ads can be used to drive more sales, but this doesn’t mean all of your ads should be used to showcase your products directly. Instead, you can build authority and establish yourself as an expert in the niche by publishing well-written articles, such as product reviews, and then driving your readers to your products from there. 

This strategy works because you’re educating your users first and selling to them after. Once they see you as an expert, there won’t be any resistance between your products and their desire to buy. Blogging is a fantastic way to appear trustworthy and build credibility around your brand. 

Use High-Quality Visuals

You can tell whether an e-comm store is professional or not just by looking at its website design and social media posts. For your visual assets to be captivating, have your designer collaborate with the copywriter on your team to produce visuals that include: 

  • Captivating headlines blended seamlessly with the visuals
  • Appealing designs that touch on customers' pain points 
  • Visualizations of products’ use or their benefits

Steer away from stock photos and instead use real-life pictures to make your ads more authentic and trustworthy. Also, don’t forget to brand your visuals for a professional look. 

Put Customer Testimonials to Work

Customer testimonials are fantastic to build trust and convince customers about the value of your product. When you share other people’s experiences through testimonials in their own words, you’re stimulating a word-of-mouth conversation that is highly convincing. 

Social media tools make it easy for you to monitor your brand and find what customers are saying about you online. Find your most loyal customers and use their testimonials in the form of quotes, videos, or user-generated content to create better Meta ads. 

Create a Meta Product Catalog

For e-commerce stores, it’s essential to have a product catalog. By building a product catalog, you put all of your products into a single catalog, which makes it easier to advertise these products on Instagram and Facebook. 

Once you’ve uploaded your products with your descriptions, titles, and respective images, you can run Meta Advantage+ catalog ads (previously known as dynamic ads). The Meta Advantage+ catalog ads feature gathers data from your audience and shows them personalized ads based on the products they view on your website or app.

Plan an Exciting Giveaway

People won’t ever get tired of winning free stuff. Giveaways are one way of leveraging this desire to increase the performance of your Meta ads and get more sales. There are a dozen reasons why you shouldn’t skip using giveaways for your e-commerce store: 

  • By integrating lead generation tools into the participation process, you can turn giveaway participants into new email subscribers and potential customers. 
  • Giveaways encourage word-of-mouth sharing of your brand, which has no limits. 
  • You can increase engagement, reach, and sales at the same time while encouraging participants to like, comment, and share your brand. 

Adopt email account management software to help you monitor new giveaway sign-ups, nurture relationships with your subscribers, and oversee other email activity with ease.  

Final Thoughts 

Creating exceptional ads is a matter of experimentation. However, by employing these battle-tested tactics, you can increase your conversions. Supercharge your ad copy, use compelling and high-quality visuals, and win the audience’s trust through testimonials and promotion of your blog content before driving them to your store. 

Roman Shvydun is a guest contributor to Marin Software.

In the ever-evolving world of e-commerce, it's the companies that adapt and innovate that find success. Amazon, already a dominant player in the digital ad publishing space, has made a substantial stride to broaden its advertising horizons. With their new advertising offering - Amazon Sponsored Display for non-endemic brands, they are paving the way for a whole new marketing strategy. 

This is a game-changer for "non-endemic" brands, a term used to describe companies that do not sell physical goods on Amazon, but would benefit from advertising on Amazon's platforms. Some examples include car manufacturers, insurance companies, and even restaurants. This expansion heralds a bright future for these brands, offering fresh opportunities and creating a new way for non-endemic brands to engage with potential customers.

Amazon’s New Offering: Sponsored Display Advertising

At the heart of this initiative is the Sponsored Display advertising type, unveiled during Amazon's 'Unboxed' conference. A unique offering in Amazon's growing ad ecosystem, this is a completely self-serve ad type that requires no minimum spend. It's impressively simple to set up, deploy, and manage, especially when compared to Amazon's programmatic ad platform, the Amazon Demand Side Platform (DSP). This effectively eliminates previous barriers, opening the floodgates for non-endemic brands to dive into Amazon’s vast ad ecosystem.

For brands seeking a deeper understanding of their ad impact, Amazon offers a powerful duo of tools. The Amazon DSP allows for more sophisticated ad buys, using the rich, first-party data to target audiences more accurately. Keep in mind also that Amazon display ads' inventory includes amazon.com, twitch and freevee, so there are many ways to put messaging in front of the specific audience you need.

Amazon Marketing Cloud, on the other hand, provides robust reporting capabilities. These tools can be used in combination, enabling brands to link their own sales data with DSP impression data. This reveals which ads have been most effective in guiding customers along their purchase journey. 

Non-endemic advertising on Amazon isn't just a passing trend—it represents a pivotal shift in Amazon's strategy and potentially in the advertising industry as a whole. It brings with it exciting opportunities, but also challenges. Endemic brands—those that do sell their products on Amazon—may experience increased competition for ad slots, which could drive up their advertising costs.

Getting Started with Amazon Sponsored Display

So, how should non-endemic brands navigate these new waters? It begins with a mindset shift. Amazon is no longer just a place for consumer product brands to advertise. With a deep understanding of its users' purchasing habits and interests, Amazon can provide other companies with valuable insight into customer behavior and preferences.

Non-endemic brands also need to understand and embrace Amazon DSP. This programmatic media buying platform boasts rich audience targeting capabilities, allowing brands to reach their desired customers more effectively. And let's not forget the ad creative options, which are more diverse and flexible than you might think.

The first step for non-endemic brands is to challenge their existing perceptions about Amazon Ads. Start with the basics: familiarize yourself with the platform's features, its targeting capabilities, and its variety of ad formats. Experiment with these tools and make data-informed decisions. By leveraging the insights provided by Amazon DSP, you can create more precise and effective ad campaigns.

Lastly, it's important to start small, test, and learn. By investing modestly in new ideas and strategies, you can gather valuable feedback and refine your approach as you go. The goal is to build expertise and stay ahead of the competition, capitalizing on these new opportunities before they become the norm.

Embracing non-endemic retail media advertising presents a golden opportunity for brands not traditionally selling on Amazon to tap into the benefits of Amazon Ads. It provides a wealth of ways to reach diverse audiences, mix sales data with impression data, and engage a highly receptive audience more likely to convert. 

Bringing it All Together with Marin Software

Here at Marin Software, we're committed to helping your brand navigate this new frontier. Our advanced technology and deep expertise can help you make the most of Amazon’s new Sponsored Display for non-endemic brands

Harness the potential of non-endemic advertising with Amazon Sponsored Display. Learn how your brand can use Amazon's vast audience and advertising tools to unlock new growth avenues and engage with new customers. 

Start by challenging the status quo. Embrace the power of Amazon's rich, first-party data to understand and reach your target customers at different stages of their buying journey. Develop creative, outside-the-box strategies to pair your products or services with Amazon users' shopping behaviors. 

With the right approach, non-endemic brands can effectively leverage Amazon's vast ecosystem to establish meaningful connections with potential customers, boost brand visibility, and ultimately drive business growth.

Welcome to the future of e-commerce advertising. With Marin Software at your side, navigating this new landscape can be an exciting and fruitful journey. Let's explore these new horizons together.

While it’s considered the underdog of paid search advertising and can often fly under the radar, Microsoft is still an effective platform for generating conversions. Like any ad platform, the key to achieving high-performing campaigns is with optimization. 

For over 10 years of running DataFeedWatch and having helped over 17k retailers optimize their product feeds for various channels - including Microsoft (formerly known as Microsoft Advertising), I’ve witnessed countless approaches to this marketing channel. Some less and some more successful. And today, I’d like to focus on the latter.

In this article, I am breaking down 13 tips on how to optimize Microsoft Advertising campaigns to generate the best possible results for you or your clients. The optimization tips will feel familiar for those experienced in managing Google Ads campaigns, however, there are subtle differences of which you must be mindful.

Why Microsoft Advertising

Microsoft's market share varies from country to county and can be anywhere from 2% to 25%. If you want to break it down by search engine, Bing accounted for 8% of the global desktop search market at the start of 2023, and Yahoo accounted for less than 2% of the global search market in 2022. While we don’t need to tell you who took the #1 spot for market share, 10% is still a lot of people. In fact, since launching their AI chatbot, Bing now has 100 million daily active users.  

This is why including Microsoft Advertising in your paid search strategy makes sense…the actual volume of people that use the platforms has shifted significantly and seems to be growing. And the consensus among advertisers is that Microsoft's new features and placements make it a solid addition to your paid search strategy. 

Some advertisers use Microsoft Advertising as a secret weapon in gaining a competitive advantage, especially if it’s a space where their competitors are less active. Others claim lower CPCs and higher conversion rates, which can mean better performance in comparison to Google Ads. 

So there are a good number of reasons why advertisers choose Microsoft Advertising - the next question is, how to optimize those ads to ensure you are maximizing your ROAS. 

13 Tips to Optimize Your Microsoft Advertising Campaigns

Let’s explore 13 practical tips on how to optimize Microsoft Advertising campaigns to generate the best possible results. Work through each of the tips below and prioritize them based on what will have the biggest impact on your account. 

Import High-Performing Google Ads Campaigns

The vast majority of advertisers running Microsoft Advertising campaigns will already be using Google Ads. If this is you, then this step is a breeze. Import your Google Ads campaigns into Microsoft using the Import feature. It can be found along the top panel once you’ve logged in. 

If your Google Ads campaigns are high performing and you are happy with how they are set up and structured, then even better. Go ahead and import your campaigns into Microsoft as soon as possible. If you anticipate some larger Google Ads campaign optimizations or structural changes shortly, it might make sense to import once that work is complete.

Having said that, this feature is extremely handy, and anytime you’ve made changes to your Google Ads campaigns, whether it’s adding in new campaigns or ad groups, or updating ads and ad copy, then import those changes straight into Bing in a few simple steps. 

I recommend doing an advanced import to have more control over what gets pulled into your Microsoft Advertising account. For example, you can customize bid strategies, bids, budgets, and naming conventions (and so much more), tailoring these aspects to the individual needs of your account.  

Right before starting the import, click on the advanced import button seen in the screenshot below:

You’ll then get the choice on a wide selection of settings:

Experiment With Bid Strategies 

There are six bid strategies to choose from in Microsoft Advertising. The most optimal bid strategy depends on several factors and should be looked at on a case-by-case basis. Not only does your objective need to be considered, but other things such as conversion tracking set-up, how much budget you’re spending, and having enough data in the account for some bid strategies to work effectively should also factor in.

Here are the 6 bid strategies that you are currently available to choose from:

  1. Enhanced CPC
  2. Maximize Clicks (automated)
  3. Target Impression Share 
  4. Maximize Conversions
  5. Target CPA
  6. Target ROAS

Three common scenarios that would indicate Enhanced CPC, Maximize Clicks or Target Impression Share would be the best choice are the following:

  • The objective is brand awareness or to drive traffic
  • Conversion tracking hasn’t been set up
  • You have had less than 15 conversions in the past 30 days

If any of the above reflect your situation, then the first 3 bid strategies on the list above will likely be the best choice, but there’s still an opportunity to experiment with Microsoft Advertising bid strategies. If you start with Enhanced CPC, experiment with Maximize Clicks to see how an automated bid strategy impacts performance, or with Target Impression Share to see if that bid strategy drives an uplift in results. 

If the objective is to generate conversions or you are working towards a Target CPA or Target ROAS, then the latter three bid strategies on the list above will probably be the best option. When starting, it’s recommended to use Maximize Conversions and allow the campaign to collect as much conversion data as possible. Following that, experiment with Target CPA or Target ROAS, which are considered more optimal, taking into account your goals.   

Track Your Conversions

Microsoft Advertising tip #3 follows nicely from the previous tip on bid strategies. Setting up conversion tracking is a key way to improve the performance of your Microsoft Advertising campaigns. Not only will this allow you to use the more advanced bidding strategies - Maximize Clicks, Target CPA, and Target ROAS - it’ll provide you with more optimization options. 

For example, without conversion tracking, you can still optimize your campaigns and keywords to drive as much traffic as you can. However, with conversion tracking, you’ll be able to pinpoint the exact campaigns and keywords that drive action on your site, whether that’s sign-ups, purchases, or other actions, and double down on those keywords and campaigns. It’ll also enable you to reduce waste in the account by pulling back from areas that are underperforming from a conversion perspective. 

Although setting up tracking requires some initial analytics work, tracking conversions will make all the difference when it comes to your Microsoft Advertising optimization. 

Optimize Keywords Using Data

Keyword optimization on Microsoft Advertising is really important and something that can be added to the weekly to-do list. Some of the key metrics to keep an eye on are CTR, average CPC, impression share, quality score, conversion rate, CPA, and ROAS. This sounds like a lot, and they may not all apply, but being mindful of these metrics and striving to make them as efficient as possible is a great way to optimize your account. 

Here are some practical steps I follow when optimizing keywords in Microsoft:

  • Navigate to the keywords section of the left-hand panel, either on a campaign-by-campaign basis or looking at all campaigns
  • Choose a date range. When choosing the date range, ensure there is enough data to make well-informed optimization decisions.
  • Add the key metrics you are monitoring to your columns so that you can view these metrics on a keyword-by-keyword basis
  • Filter keywords either by ‘keyword text contains/doesn’t contain’ or by metric, for example, ‘Quality Score is less than 6/10’. Doing this will allow you to single out the best and worst-performing keywords based on your criteria
  • Once keywords in need of optimization have been identified, take the necessary steps to optimize them, whether that means adjusting bids, pausing or moving them, qual. score work, etc.

Following the above process regularly is a surefire way to optimize your Microsoft Advertising keywords using all of the data that’s available to you. 

And should you want to skip the hustle of manual keyword optimization of your search ads, DataFeedWatch's Feed-Based Text Ads software will soon be able to do that for you. It’ll automatically pull in the keywords from your product feed and create unique ads for each and every product you have in your store – even if you sell thousands.   

Monitor Search Terms 

Search terms should be monitored and optimized in the same way as keywords, detailed in the previous tip. Follow the same process, this time in the ‘Search Terms’ section of the account, to find non-relevant search terms that can then be excluded from your ad groups and campaigns. Doing this will focus your budget on more relevant searches, have higher intent, and are more likely to drive better results. 

For example, in the screenshot below, for a pet-friendly holiday business, searches relating to ‘home rentals’ and ‘houses to rent’ are not relevant and are a waste of budget. Filter by ‘Search Term contains home rental/houses to rent’ to isolate all search terms that relate to this, and then exclude them from your campaigns. 

This is also a great exercise to uncover new keywords that can then be added to ad groups and campaigns accordingly. For example, let’s say the ‘pet-friendly travel lodges’ search term is showing up in a ‘Pet-Friendly Hotels’ ad group. This term could be added as a new keyword in its own ad group, which means it can be better managed, and the ads and landing page can be tailored to this specific search. 

Add Negative Keywords 

Negative keywords are a vital way to optimize Microsoft Advertising campaigns by excluding certain words and phrases that are not relevant. Doing so will mean saving budget, reducing waste, and instead focusing on only relevant searches. Adding negative keywords is especially important for phrase and broad match keywords, in fact, they are a good optimization technique for any campaign and campaign type that doesn’t use exact match keywords.

Start by blocking out keywords you know are not relevant from the start. It could be a particular product or service you don’t offer, competitor brands or other non-relevant searches, such as people looking for jobs, or people searching for locations you don’t operate in. 

Next, following on from the search term analysis, identify new negative keywords that can be added based on non-relevant search terms that are cropping up. Using the example in the previous section, ‘home rental’ was identified as a non-relevant search term, so this could be added as a negative keyword in phrase match to block out any future searches that include this term. 

Monitor/Improve Quality Score 

Your Microsoft Advertising quality score indicates how competitive your ads are by measuring keyword, ad, and landing page relevance concerning customers' search queries.

The quality score can range from 1 to 10, with 10 being the highest. You can see the quality score on the Keywords, Campaigns, and Ad Groups tables. If your keywords, ads, and landing pages are particularly relevant, you can expect a higher quality score. If they are not relevant, it’ll be low. As a general rule of thumb, a quality score of 1-5 means you are underperforming, and it could be improved. 6 is competitive but still fairly average, and a quality score of 7-10 is highly competitive and what we should aim for. 

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Improve quality score by focusing on three key areas - improving expected CTR, ad relevance, and landing page experience. Practically speaking, this could mean enhancing ad copy to improve expected CTR, or making the ad more relevant to keywords and searches. Separate keywords into ad groups by tight themes to improve ad relevance. Or make improvements to your landing page, such as page speed, including keywords on your landing page or page navigation. 

Quality score optimization will translate to more competitive CPCs and ad delivery, helping to drive better results. 

Write Effective Ad Copy

Writing impactful ad copy plays a crucial role in optimizing your Microsoft Advertising campaigns. The primary objective of ad copy is to capture your audience's attention and increase the likelihood of them clicking on your ad. To achieve this, address your audience's needs while highlighting the unique aspects of your offering.

Make sure to incorporate attention-grabbing headlines that clearly communicate the value your product or service brings. Emphasize the benefits and USPs to entice your audience and then prompt them to take action with clear call-to-actions. Finally, including relevant keywords throughout your ad copy enhances its relevance and quality score, as discussed in the previous section.

To further improve the effectiveness of your ads, use as many ad extensions as possible, such as site links, callouts, and structured snippets. Ad extensions provide searchers with additional information, making your ads larger in the SERPs and enhancing their visual appeal. 

Use Bid Adjustments With Targeting

In Microsoft Advertising, a bid adjustment is a percentage you want to increase or decrease the bid for particular targeting elements. Bid adjustments are a handy way to optimize Microsoft Advertising based on performance and finetune how your budget is spent. 

Bid adjustments can be applied to audiences, demographics, locations, ad schedules and devices, and within these categories, there are a lot of things that can be adjusted. For example, you may have identified that desktop devices far outperform mobile and tablets. Therefore, it could make sense to add a +50% bid adjustment to desktop devices, to increase competitiveness for that device since it performs so well. Or perhaps a particular age group, day of the week, or in-market audience underperforms. In this case, use a negative bid adjustment of -20% (or how much makes sense for you) for these elements, so that when someone who’s part of this target searches, you’re spending less and bidding less competitively. 

Bid adjustments provide an extra layer of Microsoft Advertising optimization and are considered an effective way to enhance performance. 

Experiment With All Match Types In The Same Ad Group

Mixed-match type ad groups are now the recommended approach to structuring your campaigns. Historically, separating ad groups by keyword match type had been the recommended approach, to better manage spend and keep a close eye on phrase and broad match searches. However, a lot has changed. Thanks to machine learning, phrase, and broad match keywords can perform just as well as exact keywords, and in some cases, better. 

If your ad groups currently contain single match type keywords, try broadening them out by adding in other match types. Remember relevance is key, so ensure the keywords are still really closely related.   

A final note on this, proceed with caution. Phrase and broad match can quickly spend your budget on things that are not relevant. Therefore, ensure you use a robust negative keyword list and monitor search terms daily when experimenting with phrase and broad match keywords.


Maximize Your Impression Share 

Impression share is measured as a percentage. It’s the number of times your ad is shown out of the total available impressions in the market you were targeting. In simple terms, if there were 100 impressions available, and your campaign achieved 80 impressions, you would have an 80% impression share. 

This metric is important because it highlights how much visibility you have relative to your market. As well as that, it tells you how much growth potential there is. 80% impression share perhaps means you are really competitive, but there’s also an opportunity to achieve another 20% impression share. Optimize your Microsoft Advertising campaigns by maximizing impression share for the top-performing campaigns, ad groups, and keywords.

Use Ad Recommendations

Navigate to the ‘Recommendations’ section of your Microsoft Advertising account. Here you will find a list of recommendations relating to repairs, bidding, budgets, keywords, targeting, ads, and extensions. It’s essentially the same tool that’s used in Google Ads, for those that are familiar with Google. 

Consider each of the recommendations that are provided and work through them based on your account. Not all of them will be relevant, but apply those that are. For example, in the screenshot above, setting up conversion tracking would hugely benefit performance, so this recommendation should be actioned to better optimize campaigns. However, fixing campaigns that are limited by budget essentially means increasing campaign budgets, which isn’t possible due to the fixed monthly budget that’s in place. 

Although a lot of the recommendations won’t be relevant and applicable, some of them will be so it’s a great way of staying on top of housekeeping tasks and discovering new ways to optimize your Microsoft Advertising account. 

Optimize Your Landing Pages

Last but not least in our 13 tips on how to optimize Microsoft Advertising campaigns is landing page optimization. Campaign set-up and management can only go so far. The effectiveness of a landing page has equal importance in generating conversions and will therefore impact performance. Therefore, landing page optimization can help in the following 3 ways:

  1. Improve user experience by providing them with a seamless and positive experience
  2. Increase conversion rates, which will in turn, improve CPA and ROAS 
  3. Improve quality score and ad relevance, as discussed previously 

Poorly designed, slow, and tricky-to-navigate landing pages will more likely lead to poor performance, and vice versa. Although this tip doesn’t relate to Microsoft Advertising itself, optimizing landing pages will improve the performance of your Microsoft Advertising campaigns. 

Here’s a list of some potential landing page optimizations to consider:

  • Clear and compelling headlines
  • Persuasive messaging and the use of keywords
  • Strong call-to-actions throughout the page
  • Visuals that resonate with your target audience
  • Mobile-friendly landing pages 
  • A streamlined conversion funnel or form
  • Testimonials, reviews, and ratings to build trust and authority
  • Page loading speed

A final thing to consider when optimizing landing pages is setting up a/b testing and experimenting with various elements from the list above, as a way to get better results. 


By following the 13 Microsoft Advertising optimization tips in this article, your account will be in with a good chance of successful results. Take the time needed to go through each aspect of account optimization, and remember that optimization work is ongoing. It’s vital that weekly, fortnightly, and monthly processes are in place and strictly followed, to stay on top of performance and to ensure your campaigns stay healthy.

Jacques van der Wilt is a guest contributor to Marin Software's blog.

Undoubtedly, social media has become an integral part of our lives. With that in mind, businesses are constantly seeking ways to leverage social media as an innovative way to amplify their brand and connect with their target audience.

One powerful and often overlooked tool in this realm is employee advocacy on LinkedIn. This platform combines the power of professional networking with the authenticity and reach of personal connections. 

Did you know that companies with active employee advocacy programs experience a 30% increase in employee engagement and a 39% increase in brand awareness? This statistic highlights the tremendous potential within your team when it comes to amplifying your brand's message in the digital landscape.

In this article, we will explore the ins and outs of employee advocacy on LinkedIn, uncovering its benefits, the strategies for effective implementation, and how it can transform your brand's digital presence. 

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Benefits of Employee Advocacy on LinkedIn

When you empower your team to become brand advocates, you unlock many benefits that can amplify your brand and propel it to new heights. Let's dive into the exciting world of employee advocacy and explore the remarkable advantages it offers.

Expanded Brand Reach

Imagine your brand's message reaching your immediate audience and their extended networks. That's the magic of employee advocacy on LinkedIn. When your employees share content, insights, and experiences related to your brand, they tap into their connections, exposing your brand to a broader and more diverse audience. 

Each like, comment, and share has the potential to cascade through networks, increasing your brand's visibility and exponentially expanding your reach.

Authenticity and Credibility

In an era where consumers crave authenticity, employee advocacy on LinkedIn has become a powerful tool for humanizing your brand. Employees sharing personal experiences, expertise, and success stories lend credibility and authenticity to your brand's messaging. Their personal touch builds trust and fosters meaningful connections with the audience. 

Jim Pendergast, Senior Vice President at altLINE Sobanco, adds, "It's no secret that people trust recommendations and insights from their peers more than traditional advertising. This makes employee advocacy an invaluable asset in cultivating trust and loyalty."

Thought Leadership and Industry Influence

LinkedIn is a breeding ground for thought leaders and industry influencers. By encouraging your employees to share their knowledge, insights, and opinions, you position your brand as a leader in your field. 

Morgan Taylor, Co-Founder of Jolly SEO, explains further, "When employees contribute to industry discussions, publish thought-provoking articles, or engage in meaningful conversations, they establish themselves as experts and ambassadors of your brand. This elevates your brand's reputation, attracts top talent, and opens doors for collaboration and partnership opportunities."

Enhanced Employee Engagement

Employee advocacy on LinkedIn is not just about boosting your brand; it also profoundly impacts your team. When employees actively participate in promoting your brand, they feel a more profound sense of belonging and pride in their work. 

Their engagement levels rise as they become more invested in the organization's success. Employees receive recognition and validation through sharing their achievements and contributions, fostering a thriving work culture and a positive feedback loop that fuels motivation and productivity.

Recruitment Magnet

Jerry Han, CMO at PrizeRebel, says, "Your employees are your brand's best recruiters. When they share their positive experiences, highlight company culture, and showcase the impact of their work, they become potent magnets for top talent."

Potential candidates get a genuine glimpse into your organization's values, work environment, and growth opportunities, making your brand an attractive choice for aspiring professionals. A strong employer brand cultivated through employee advocacy sets you apart in a competitive talent market and helps you attract and retain the best and brightest.

Implementing an Employee Advocacy Program on LinkedIn

Now that we've established the incredible power of employee advocacy on LinkedIn, the next step is knowing how to implement it.

Cultivate a Culture of Advocacy

Implementing an employee advocacy program begins with cultivating a culture where employees feel inspired, motivated, and empowered to champion your brand. Start by aligning your organization and employees' values, creating a strong sense of purpose and connection. 

Encourage open communication, provide training and resources, and recognize and reward employee contributions. When employees genuinely believe in and feel proud of their organization, they become natural advocates who willingly share your brand's message.

Define Clear Objectives

Defining clear objectives for your employee advocacy program is crucial to drive success. Consider what you aim to achieve, whether it's increased brand visibility, enhanced thought leadership, or improved employee engagement. 

Anthony Martin, Founder and CEO of Choice Mutual, adds, "Align these objectives with your overall marketing and business goals, ensuring that every advocacy effort contributes to your larger strategy. You can measure the program's effectiveness and make data-driven adjustments by having well-defined objectives."

Provide Training and Guidelines

Equipping your employees with the necessary knowledge and skills is essential for a successful employee advocacy program. Offer comprehensive training on LinkedIn best practices, including optimizing profiles, creating engaging content, and effectively leveraging the platform's features. 

Provide brand voice, tone, and messaging guidelines to ensure consistent representation across all employee advocates. Encourage continuous learning and provide ongoing support to help employees grow and refine their advocacy skills.

Foster Content Collaboration

Encourage employees to participate in content creation and collaboration actively. Foster a culture of knowledge sharing and creativity, where employees can contribute their unique perspectives and expertise. 

Empower them to create and share content that resonates with their professional network, positioning them as industry thought leaders and amplifying your brand's reach. Facilitate collaboration through content calendars, brainstorming sessions, and platforms that allow employees to contribute and provide feedback.

Amplify Employee Success Stories

Highlighting and celebrating employee success stories boosts morale and enhances your brand's authenticity and credibility. Share stories of employees making a positive impact on LinkedIn, both within and outside the organization. 

These personal narratives humanize your brand and create meaningful connections with your target audience. Encourage employees to share their experiences, insights, and achievements, demonstrating the real-world impact of your organization's work.

Measure and Adjust

Andrew Pierce, Founder of Real Estate Holding Company, explains, "To gauge the effectiveness of your employee advocacy program, establish key performance indicators (KPIs) aligned with your objectives. Monitor metrics such as engagement, reach, and content performance to track the impact of employee advocacy efforts."

Leverage analytics tools and feedback mechanisms to gather insights and make data-driven adjustments. Regularly evaluate the program's progress, iterate on strategies, and recognize and share successes to motivate and sustain employee participation.

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Overcoming Challenges and Mitigating Risks

While the concept of employee advocacy on LinkedIn may seem promising, it is essential to recognize that this strategy does come with its fair share of challenges and potential risks. By understanding and addressing these obstacles head-on, you can ensure a smoother and more successful implementation of your employee advocacy program. 

This section will explore the key challenges you may encounter and provide valuable insights on overcoming them while mitigating associated risks.

Alignment of Brand Messaging

One of the primary challenges in employee advocacy is maintaining alignment between the brand's messaging and the content shared by employees. Ensuring your team consistently communicates your brand's values, mission, and key messages can be complex.

Linda Shaffer, Chief People Operations Officer at Checkr, offers a solution, "To overcome this challenge, establish clear guidelines and provide training sessions that educate employees about the brand's voice, tone, and core messaging. Encourage open communication, allowing employees to ask questions and seek clarification, which fosters a deeper understanding of the brand's vision."

Regularly communicate updates and changes in messaging to ensure everyone is on the same page. You can align their advocacy efforts with your brand's identity by empowering employees with the necessary knowledge and tools.

Ensuring Authenticity and Credibility

In the digital landscape, authenticity and credibility are paramount. While advocating for your brand, employees should remain genuine and transparent to build trust with their networks. However, balancing personal expression and brand guidelines can be a delicate dance.

To overcome this challenge, emphasize the importance of authenticity and encourage employees to infuse their perspectives and experiences into their advocacy efforts. Provide them with a framework that allows flexibility while adhering to brand guidelines. 

Empower employees to share their unique insights, stories, and expertise within the context of the brand's messaging. By striking this balance, you can ensure that employee advocacy remains genuine and credible, resonating with your target audience.

Managing Risks and Reputation

As employees become vocal advocates of your brand, it is crucial to have measures in place to mitigate potential risks and safeguard your brand's reputation. Mistakes or inappropriate behavior by employees can have a detrimental impact on your brand's image.

To mitigate these risks, establish a clear code of conduct and social media policy that outlines acceptable behavior, content guidelines, and disclosure requirements. Educate employees on the importance of responsible advocacy, emphasizing the need to respect confidentiality, avoid controversial topics, and exercise discretion when representing the brand. 

Regularly monitor employee advocacy efforts, providing feedback and guidance to ensure compliance. By proactively managing risks, you can protect your brand's reputation while empowering employees to advocate effectively.

To Sum it Up

Effective employee advocacy on LinkedIn goes beyond simply sharing company updates. It empowers individuals within your organization to build genuine connections, leverage their networks, and establish themselves as trusted industry experts. So, embrace the power of employee advocacy on LinkedIn, empower your team, and amplify your brand's message in a way that resonates with your target audience. 

Let your employees be the driving force that propels your brand to new heights of visibility, credibility, and success. With the right strategies and a commitment to authenticity, your organization can truly make its mark in the digital realm.

Meta, formerly Facebook, is one of the most powerful ad platforms on the planet. If you want to increase sales online with ads, the best place to start is with Meta and their nearly 5 billion active users between Facebook and Instagram. The Meta Ads Manager system was precisely tailored and designed by the social media giant for businesses so that regular accounts can be differentiated from personal ones.

Meta Business is the platform that lets businesses use Facebook and Instagram’s vast customer base to sell to. In short, Meta business manager is where effective monetization of your digital presence begins. Meta Ads Manager simplifies life for digital marketing professionals with its capabilities of creating and monitoring separate accounts for each business they manage. This allows them to easily distinguish between different organizations and assign distinct roles based on the user's job function.

Furthermore, administrators can gain centralized control over multiple users' accounts by setting specific permissions from one easy-to-use platform. This article will dive into everything you need to know about Meta Ads Manager.

What is Meta Ads Manager?

Meta Ads Manager is a platform that allows advertisers to manage and optimize their online advertising campaigns across multiple channels. It provides a centralized system for creating, launching, and tracking advertising campaigns, making it easier for marketers to manage their campaigns efficiently.

What Will You Get Out of This Guide?

This quick guide aims to provide an in-depth understanding of the best practices for using Meta Ads Manager to maximize advertising campaign performance. We will cover the essential steps for setting up and optimizing ad campaigns and provide insights into common pitfalls to avoid.

Overview of the Best Practices for Meta Ads Manager

This guide will provide a comprehensive overview of the best practices for using Meta Ads Manager, including setting up an account, creating and launching ad campaigns, optimizing campaigns for better performance, measuring ad performance, scaling campaigns, and avoiding common pitfalls. By following these best practices, advertisers can ensure their campaigns are performing at peak and delivering the best possible results.

Now, let’s dive into what you need to know about Meta Ads Manager.

Setting up Meta Ads Manager

We've covered what you need to know here about getting set up on Meta Ads Manager.

Creating an Account

The first step in using Meta Ads Manager is to create an account. This involves:

  • Providing essential information about your business
  • Name
  • Contact details
  • Setting up payment methods for ad spend

Once the account is created, you can start adding campaigns and setting up targeting parameters.

Adding Ad Campaigns

The next step is to add ad campaigns to the Meta Ads Manager account. This involves selecting the type of advertising you would like to run. You will then need to select the platform or channels where you want to run your ads. 

Setting up Ad Budget and Targeting

Once your ad campaigns are added, it's time to set up the ad budget and targeting parameters. The ad budget will determine how much you are willing to spend on each campaign, and the targeting parameters will decide who will see your ads.

Targeting can be set based on demographics, interests, behaviors, or other criteria. It's essential to carefully consider these parameters and set them correctly to ensure your ads reach the right audience and achieve the desired results.

Optimizing Ad Campaigns

Optimization is essential for your ads. You must ensure that your ads will perform as effectively as possible.

Ad Copy Writing and Testing

Ad copywriting is an art and science. Your ad copy should be attention-grabbing and relevant while including a clear call to action. It's also essential to test different ad copies to determine which ones perform best. A/B testing can help you determine which ad copy is most effective in achieving your desired results.

Artificial intelligence has recently come onto the scene in a big way. To create the best ad copy, consider using AI writing tools when appropriate.

Choosing the Right Ad Format

Choosing the proper ad format is another important factor in optimizing ad campaigns. Different designs, such as display ads, video ads, or carousel ads, have different strengths and limitations. Consider the target audience, message, and desired outcome when selecting the correct ad format for your campaigns.

Landing Page Optimization

The landing page is the first impression potential customers will have of your brand. It's vital to ensure that the landing page is optimized for conversions. This means it should load quickly, be easy to navigate, and include a clear call-to-action. Ensure that the messaging and design of the landing page align with the ad and that it's optimized for the target audience.


Measuring Ad Performance

Next, you need to know how to measure your ads. Like the stock market, you must learn how to ride the winners and ditch the losers. Meta has advanced analytics you can use to track all your ads' performance.

Understanding Ad Metrics

To effectively measure the performance of ad campaigns, it's essential to understand the critical ad metrics. Metrics such as cost per click (CPC), click-through rate (CTR), conversion rate, and return on ad spend (ROAS) can provide valuable insights into how your ads are performing and how they can be improved.

Setting up Conversion Tracking

Conversion tracking is a critical component of measuring ad performance. By setting up conversion tracking, you can see which campaigns drive the most conversions and optimize your campaigns accordingly. Conversion tracking can be set up using tools like Google Analytics or a conversion tracking pixel provided by Meta Ads Manager.

Analyzing Ad Performance and Making Data-Driven Decisions

Once you have a solid understanding of the vital ad metrics and have set up conversion tracking, it's time to analyze ad performance and make data-driven decisions. Regularly reviewing ad performance and making adjustments based on data can help improve the outcome of your campaigns over time. This can include adjusting the budget, adjusting targeting, or improving ad copy and landing pages.

Scaling Ad Campaigns

Now that you have found some ads that work, it’s time to scale them up to reach the most people and bring in maximum revenue.

Managing Ad Spend

As ad campaigns scale and reach a wider audience, managing ad spending is essential. You must:

  • Set a clear ad budget
  • Monitor ad spend regularly
  • Make adjustments as needed to ensure that spend aligns with the desired results and priorities

Expanding Targeting and Geographies

Once ad campaigns are performing well, advertisers can consider expanding to new markets with updated targeting. This can include targeting new demographics, interests, or behaviors or reaching new geographic locations. By increasing the overall reach of ad campaigns, advertisers can increase impression share in their competitive space and drive more conversions.


Common Pitfalls to Avoid

While the Meta Ads platform has many positive attributes, it does have some downfalls and things you should avoid, or consider using a third party tool like Marin Software to layer on top of Meta and push advertising possibilities even further.

Overcomplicating Ad Campaigns

One of the biggest pitfalls in Meta Ads campaign management is overcomplicating the account structure. Ad campaigns can quickly become complex, with multiple ad formats, several different audiences, and many important metrics to consider. It's crucial to keep ad campaigns focused and straightforward to avoid adding unnecessary complication that can negatively affect overall campaign performance.

Failing to Optimize Ad Campaigns Regularly

Ad campaigns need to be optimized regularly to ensure they continue to deliver the best possible results. Failing to optimize ad campaigns regularly can diminish returns over time as ad performance gradually deteriorates. Regular optimization can include adjusting ad budget, targeting parameters, ad copy, and landing pages and testing and refining strategies as needed.

Final Thoughts

Advertising is a dynamic and ever-evolving process that requires constant fine-tuning to maximize your ROI. That's why it pays off to be knowledgeable about best practices when using Meta Ads Manager, from setting up campaigns correctly in the first place to optimizing them continually for more efficient performance.

With careful attention paid to avoiding common pitfalls along with testing, refining, and analyzing data regularly - you can reach new heights of success by taking advantage of all this platform has to offer!

Whether you're a seasoned advertiser or just starting with Meta Ads Manager, it's never too late to optimize your ad campaigns. So take action today and implement these best practices in Meta Ads Manager.

Andrew Dunn is a guest contributor to Marin Software's blog.

In a world where traditional advertising methods abound but struggle to capture audiences, it becomes crucial for businesses to remain authentic and unique in their prospect-facing messaging. Native advertising offers a professional and authoritative approach to engage and convert your target audience. This article will delve into the 5 key benefits of native advertising for businesses, uncovering how this marketing tactic can revolutionize your approach and amplify your success. 

Benefits of Native Advertising For Businesses

What Are The Benefits Of Native Advertising?

Non-disruptive and Can Encourage Users To Engage With Content

Running native ads as a media buyer or entrepreneur brings significant benefits, and one standout advantage is their non-disruptive nature. Native ads smoothly blend in with the surrounding content, adopting similar visuals and context, resulting in a less intrusive and more natural advertising experience. This seamless integration makes it challenging for users to differentiate native ads from regular content, maintaining a cohesive and uninterrupted browsing experience.

The success of these ads lies in their ability to match the form and function of the platform on which they are displayed. By doing so, native ads become an organic part of the user's content consumption journey, providing valuable information and enhancing engagement. 

One successful example of this approach is Spotify's partnership with Netflix to create playlists for every Stranger Things character. By integrating these playlists within its platform, Spotify effectively combines the worlds of music and entertainment, offering users a unique and immersive experience. 

Spotify and Netflix collaboration with native ads
(Image: Deseret News

This collaboration not only enhances engagement for both companies but also demonstrates the power of native advertising to seamlessly blend content and advertising in a way that adds value to the user.

As a result, businesses that utilize native ads can expect improved click-through rates and increased time spent on content, leading to higher conversions and overall campaign success.

According to Meetanshi, native ads boast a click-through rate of 0.16% on desktop and 0.38% on mobile, which is a significant improvement compared to the 0.11% click-through rate for traditional banner ads

Drive brand awareness

You need a powerful solution that delivers exceptional results to drive brand awareness effectively. Native advertising, combined with market analysis, is precisely that solution. What sets native ads apart is their ability to target specific audience segments. With precise targeting options encompassing demographics, devices, geography, customer intent, etc., native ads empower you to enhance brand awareness or boost sales strategically.

According to a 2015 study, native ads generated 9% more brand affinity responses when compared to banner ads. This finding underscores the effectiveness of native ads in fostering positive brand connections.

You can utilize the flexibility of native ads to create upper-funnel content that educates your audience about your brand or lower-funnel content that drives action, seamlessly aligning with your marketing funnel.

marketing funnel

By delivering tailored content that resonates with your customers' unique interests and identities, you can effectively reach them at the right moment with the right message.

Cost-Effectiveness and Efficiency

Native Ads CPV
Native Ads CPV (Image: Clickbank)

One major advantage of native advertising is its scalability, which sets it apart from platforms like Facebook. Scaling campaigns on Facebook often comes with increased costs, making it challenging to maintain profitability. However, native ads offer a much smoother scaling experience without drastic cost increases. 

You can significantly increase your daily budget, and the cost per action (CPA) remains consistent. Whether you spend $1,000 or $10,000 per day, the impact on CPA is minimal.

This scalability significantly transforms businesses. It allows you to expand your advertising efforts and reach a larger audience without sacrificing profitability. By leveraging native advertising's smooth scaling capabilities, you can effectively and efficiently achieve your growth objectives. It provides flexibility and cost-effectiveness that can significantly impact the success of your campaigns.

Improve Reach to Your Target Audience

Ad-blockers have become increasingly popular as users are actively seeking ways to avoid intrusive and irrelevant ads. This poses a significant challenge for businesses trying to reach their target audience. In fact, globally, 42.7% of internet users use ad-blockers.

Ad-blocker software user rate

Fortunately, native ads offer a solution to this problem. By blending into the user experience, native ads bypass ad-blockers and ensure that brand messages successfully reach the intended audience.

Two highly effective native ad formats are in-feed ads and sponsored content. In-feed ads naturally fit into content feeds, looking like regular posts, while sponsored content provides valuable information with subtle brand promotion.


Real Alternative to Other Traffic Sources

When it comes to online advertising, companies often turn to popular platforms like Facebook and Instagram. However, there's a growing frustration among users with the structure and controversies surrounding these platforms. 

Many people are deleting their Facebook accounts or choosing not to create them in the first place. This is where native ads offer a significant advantage. Unlike Facebook or Instagram, native ads are not tied to a single dedicated traffic source. They encompass the entire internet, leveraging various players and traffic sources. 

While you may be familiar with big players like Taboola, Outbrain, or Microsoft Advertising, there are numerous smaller and larger traffic sources scattered throughout the web. Let's take the example of a clothing brand that wants to reach fashion-forward millennials who are passionate about sustainable fashion.

While Facebook and Instagram are popular choices, the brand can also consider exploring alternative traffic sources such as fashion blogs, eco-conscious lifestyle websites, or niche fashion communities. By advertising on these platforms, the brand can effectively target a specific audience that aligns with their values and interests. This approach allows them to expand their reach beyond the major social media platforms and connect with individuals who are more likely to be interested in their sustainable fashion offerings.

What Are The Disadvantages Of Native Advertising?

While native advertising offers numerous benefits, it's important to be aware of its potential drawbacks. Here are three key disadvantages to consider:

Disclosure and Transparency

Native advertising can sometimes blur the line between editorial content and advertising, causing confusion among consumers. 

When there is a lack of clear labeling, it becomes difficult for users to differentiate between sponsored content and organic editorial content. This lack of transparency erodes trust and credibility. Failure to disclose sponsored content properly not only leads to negative brand perception but also carries potential legal consequences. 

To avoid these issues, you must prioritize clear and conspicuous labeling, ensuring transparency and fostering trust with your audience. Transparent disclosure helps consumers make informed decisions and demonstrates a commitment to ethical advertising practices.

Making native ads transparent through clear disclosure.
(Image: BuzzFeed)

Ethical Concerns

One significant risk associated with native advertising is the potential for biased or misleading information. When native ads prioritize brand messaging over objective reporting, publishers compromise their integrity and credibility. 

This prioritization of brand promotion over providing unbiased information erodes the trust that consumers place in publishers as reliable sources of content. These ethical concerns highlight the importance of careful consideration and balance in native advertising practices. 

Advertisers and publishers should prioritize maintaining the integrity of their content and ensure clear differentiation between promotional messages and editorial content. By doing so, businesses can preserve audience trust and uphold ethical standards in native advertising.

Limited Control over Placement

In native advertising, you often have limited control over where your ads are placed as publishers determine specific ad placements within their platforms. You may have little say in the exact placement of your ads, which can lead to unintended association with unrelated or controversial content. 

This lack of control poses a risk to brand image and reputation. To mitigate these risks, you should carefully select publishers and platforms that align with your brand values and target audience, and maintain open communication regarding ad placements and content guidelines. By doing this, you can minimize the chances of unintended associations that may harm your brand.


In conclusion, the benefits of native advertising are abundant, offering businesses seamless integration, precise targeting, cost-effectiveness, ad-blocker resilience, and an alternative to traditional platforms.

Despite challenges such as disclosure and limited control, native advertising remains a powerful tool for engaging audiences, increasing brand visibility, and driving meaningful results in today's advertising landscape.

Millie Pham is a guest contributor to the Marin Software blog.

Data continues to be an increasing driver for businesses of all sizes and the need to effectively manage and organize that data has grown almost exponentially. Data taxonomy provides a framework for understanding how different types of data are related. It's then used to improve decision-making, strengthen the customer experience, and minimize costs.

All of this adds up to making it a critical tool for any company that wants to maximize its data asset value. New insights, analysis and actual business intelligence rely on data structures and models that are clean, accurate, and logical,

This growing role has increased the importance of having effective strategies for organizing information. A proper taxonomy helps to better understand customer requirements and preferences. This is accomplished by grouping similar pieces of information into coherent categories. Both from an internal perspective (i.e., categorizing sales leads) as well as from an external one (i.e., segmenting users).

By taking into account the various relationships between different types of information, valuable insights are gained. Additionally, having a clear structure makes it easier to find specific data. This helps conserve resources while also improving accuracy across multiple teams.

In this post we will explore the role of data in business and offer some best practices for structuring data in the future.

The Big Picture of Data in Business

Data plays an increasingly important role in helping organizations achieve their strategic initiatives. Different types of data can be utilized to inform and guide such initiatives. This includes customer demographics and behavior, market trends, financial indicators, performance metrics, and competitor activity.

Customer data can help companies understand their customers and how they behave. This can then be used to zero in on new customers and track the performance of existing ones. Market trend data can provide insights into the broader industry landscape. Financial and performance metrics can inform strategies around budgeting and resource allocation.

Competitor activity is also an important factor in business decision-making. Knowing what they're doing and how well they’re doing it allows you to adjust your strategy accordingly, either by leveraging their strengths or exploiting their weaknesses.

By having a clear taxonomy in place, companies can get the most out of their data. They can also ensure that they're using the data to effectively drive the continued growth of the business. Successful data taxonomy requires careful planning, thoughtful organization, and ongoing maintenance.

The Importance of Data Taxonomies

Data taxonomy helps companies understand their customers and the market, track their performance, and compare what they do with competitors. 

What is a data taxonomy?

A data taxonomy is a system of organizing data into categories. It helps to structure information so that it can be located quickly and easily understood. Data taxonomies are made up of terms, which can be hierarchical or related in some way (such as “customers”, “leads”, and “opportunities”). 

By structuring data in this way, companies can gain insight into the behavior and preferences of their customer base and betting insight into current market trends.

The positive impact of well-categorized data

Data taxonomies help with data governance. They provides a framework for how information should be collected, stored, and accessed to ensure it remains secure and compliant with regulations. Having an established taxonomy makes it easier to keep track of where data is located and who has access to it.

This practice also makes it easier to understand customer needs and preferences. By segmenting customers into different categories, companies can hone their marketing efforts and improve the overall customer experience. This can increase engagement and loyalty, which helps drive revenue growth. Additionally, data taxonomies help reduce costs by streamlining processes such as inventory management.

The negative impact of poorly categorized data

Having a poor data taxonomy can have damaging consequences. Without proper categorization, important information or insights may go unnoticed. This could lead to inaccurate predictions or decisions, which in turn could result in losses for the company.

In addition, having an inadequate data taxonomy can make it difficult to find information quickly and accurately. This increases time spent on tasks and can lead to errors or delays. It can also be difficult to track the origin of data when there’s no clear structure in place.

Finally, a lack of data taxonomy can make it hard to monitor access and ensure regulatory compliance. This could have serious legal and financial consequences if confidential customer information is mishandled or exposed.

Image Source

Data Taxonomy Best Practices

When implementing a data taxonomy, there are some best practices you need to be aware of.  Following these guidelines will put you and your organization on the way to clean data sets that are accessible, usable and capable of powering your business towards its strategic initiatives.

Start with desired outcomes and goals

You should work hard to craft specific criteria for what you want to achieve, both with your data and how it will be used. Develop a framework that fits your needs and tailor it to meet your unique goals and objectives.

Additionally, you should involve stakeholders in the process. Make sure everyone who is involved in data management is on board with the taxonomy. This will help get everyone familiar with the structure and that it works for all departments.

Determine how to measure against those goals

Metrics and goals are essential when it comes to developing a successful data taxonomy. When planning your taxonomy, it's important to determine how metrics will be used to measure its success. 

Are you looking for data sets that integrate easily with tools and applications? Are you structuring data to be used cross-functionally without much hand holding?  Whatever goals you set at the start of your taxonomy journey, it is crucial to measure progress and, ultimately, success.

Evaluate data integrity and completeness

It’s important to keep data integrity and completeness in mind when creating a taxonomy. This means making sure you have the necessary information to accurately categorize your data, as well as regularly checking to ensure that your categories are up-to-date. The data set itself should be qualified for both accuracy and completeness. A gap in either will ultimately render the insights provided by the data unreliable or even inaccurate.

Decide how you will categorize the data

Next, you need to decide which categories and subcategories will be used. Choose the ones that align with your plan and are easy to understand. Consider using industry standards if possible, as this can help ensure consistency across departments.

Apply the categorization to each data set

Applying categorization to data sets involves more than simply assigning labels. It also requires understanding the context and meaning behind each piece of data. Each data set should be thoroughly analyzed and categorized based on its purpose, source, format, and other relevant factors. This ensures that the taxonomy is accurate and complete.

Choose functionality over everything else

Functionality should be a primary focus. It’s important to keep in mind that your categorization will be used by people, so it needs to be intuitive and user-friendly. Consider the language and terminology you use, as well as how easy it is for users to find what they need.

Implement in stages

Creating a taxonomy for an entire company or organization can be a daunting task. To make the process easier, it’s best to break it down into smaller chunks and implement it in stages. This allows you to focus on one area at a time and adjust as needed based on feedback from stakeholders.

Test along the way, course-correct as needed

Testing is key to ensuring your taxonomy is effective. Gather feedback from stakeholders and test the categorization over time to make sure it meets all of your goals. If necessary, course-correct and refine your categorization as needed.

Finally, document each step in the process. This includes creating a detailed record of all the categories, sub-categories, and overall structure. This will help ensure that everyone is on the same page and familiar with the taxonomy when changes need to be made.



Developing a successful data taxonomy requires careful planning and consideration. It's important to:

  • Involve stakeholders
  • Determine metrics for success
  • Evaluate data integrity and completeness
  • Decide how to categorize the data
  • Implement in stages 
  • Test along the way

Documenting each step in the process is also essential for ensuring everyone is familiar with the structure of the taxonomy when changes need to be made. With a well-structured plan in place, businesses can leverage their data more effectively to drive better decisions and long-term success.

Marin Software enables businesses to manage and optimize their online campaigns across search, social, and display networks using advanced analytics tools. We will ensure your data taxonomy is well utilized by tying categories to real business outcomes within your advertising initiatives. 

With our powerful platform, marketers can easily measure the performance of their campaigns, identify areas for improvement and make informed decisions quickly. This helps to maximize returns on advertising investments while improving customer engagement and satisfaction. Marin also provides training resources to help users get the most out of their software products. With our comprehensive suite of services, we provide a complete solution for all your digital marketing needs. Contact us today to learn more about how Marin Software can help you take your digital marketing efforts to the next level.

Are you looking to drive more leads, build better relationships, and develop an air-tight strategy with key accounts through LinkedIn? If so, then LinkedIn account-based marketing (ABM) may be exactly what your business needs. With the popularity of ABM on the rise, not overlooking its benefits could help set your organization apart from competitors. In this blog post, we'll dive deep into five power moves that are sure to ignite engagement across your ABM strategy on LinkedIn!

Getting Started with Account-Based Marketing

If you're not familiar with ABM, it stands for Account-Based Marketing, which is a highly-targeted approach that focuses on specific accounts rather than casting a wide net to a larger audience.  By taking the time to get to know your target accounts, you can create a personalized approach that resonates with those specific stakeholders and decision-makers at the companies that you want to work with. It also flips the traditional lead generation methods on their head. Sales and marketing teams no longer cast wide nets with a hit-and-miss approach, instead, they start to sniper in on key targets.  

[Source: AIMultiple]

Leveraging LinkedIn for ABM

Ok so first things first, let's talk about why ABM on LinkedIn is important. There are many ABM strategies out there so why should you care about Linkedin? Well, although events and conferences are still great to get prospects' details, getting much more specific is winning the day in the prospecting world right now.

LinkedIn is the world's largest professional network, with over 700 million members. This makes it an unrivaled platform to target specific accounts and engage with decision-makers in a professional setting. But with the rise of personal branding and ways to automate this it is more important than ever to stand out when creating ads and content.   

ABM on LinkedIn allows you to personalize your messaging and content for each account, persona, or industry. This stacks the cards in your favor and drastically increases the chances of getting a conversation going and ultimately converting them into a sale. So, here are the five ways to ignite your LinkedIn ABM strategy and make sure you are using the platform most effectively. Let's get started!

Refining Target Audiences

The success of your ABM campaign relies heavily on your initial planning - know what specific slice of the market you want to target. It hinges on identifying and refining your target audience. It may sound obvious but if you don’t get your message in front of the right people at the right time, you won’t be able to sell. 

Research your existing customer database.  What patterns do you see if deals that have closed successfully?  What do your most valuable customers have in common?  Don't only analyze current customers, also research audiences for new customers you're hoping to convert. Luckily (or perhaps by design), the LinkedIn account targeting features offer a wealth of filters and criteria that can be used to narrow down and refine your audience effectively. 

LinkedIn Sales Navigator is a rock-star tool when trying to target specific individuals and companies. If you aren’t familiar with its benefits then definitely check it out. Now let's get into some of the demographics or characteristics that you should consider when defining key customer personas on LinkedIn.

Job Title and Role

Pay close attention to the job titles and roles within your target accounts. Identify the decision-makers, influencers, and key stakeholders who are involved in the purchasing process. This enables you to tailor your messaging and content to resonate with their specific needs and pain points.

Company Size and Industry

Take into account the company size and industry of your target accounts. This information can provide insights into their unique challenges, preferences, and buying behaviors. Then you can customize your approach to address the specific pain points and goals associated with their industry or company size.

Growth Potential and Revenue

This one is key. Look beyond the surface-level criteria and assess the growth potential and revenue of your target accounts. Consider factors such as recent funding rounds, expansion plans, or mergers and acquisitions. 

Accounts with high growth potential or substantial revenue can indicate a greater opportunity for partnership or business impact so you can focus your resources effectively. 

Tip: Consider grading accounts so you have your high, mid, and low targets. I have even seen some companies hand the top targets to the top sales reps and the low targets to the reps that are struggling. Sound unfair? It kind of makes sense from a business perspective though right? It certainly lit a fire under the struggling reps to try and break through to get better accounts!

Recent News or Events

Stay up to date with the latest news and events surrounding your target accounts. This is a great sales technique as you can identify and leverage any company announcements, product launches, leadership changes, or industry trends. This information can provide valuable context and enable you to tailor your messaging to align with their current initiatives or challenges.

Use LinkedIn Insights

Leverage the insights and data provided by LinkedIn to gain a deeper understanding of your target audience. LinkedIn offers valuable analytics and demographic information that can inform your audience refinement strategy. Use these insights to validate and adjust your approach based on real-time data.



Let's say you are an IT Cloud Service vendor targeting the technology sector. You may want to refine your target audience to include accounts with specific job titles such as "Chief Technology Officer" or "IT Manager" in companies of a certain size range that would need your services. 

That narrows the pool down but you may want to get a bit deeper. Try and understand what those prospects use already, or identify issues with existing products or vendors. In this example, finding out which companies are aggressively hiring and which ones are struggling will also help to identify and grade accounts. 

Couple this with the LinkedIn analytics, you can be sure that your ABM efforts will be focused on the right companies and individuals who have the decision-making power and influence you need to conquer to sell.

Ad Creative

So now you have your target audience, what’s next? The LinkedIn ad campaign of course, and this is where you need your creative marketing team to generate spot-on ad creative. 

LinkedIn offers a variety of ad formats, including Sponsored Content, Sponsored InMail, and Dynamic Ads. Each format has its unique features and benefits. We have covered that in depth in our LinkedIn Advertising 101 article.

But here’s a quick graphic to help you understand the options aligned with the campaign objectives.


Choosing the right one depends on your campaign goals and target audience but no matter what one you choose, you will need LinkedIn ads that are creative and speak to your target audience.

Here are some tips for creating an engaging ad creative that will resonate with your target audience:

  1. Keep it simple: Avoid using too much jargon or complicated language. Use simple and concise language that your audience can understand.\
  2. Be visually appealing: Use eye-catching images or videos that capture your audience's attention. Make sure they are relevant to your message and align with your brand.
  3. Highlight benefits: Focus on the benefits of your product or service rather than just its features. Show your audience that you understand them and their problems. Make sure you also show them you can solve their problems or make their lives easier.
  4. Include a call to action: Tell your audience what you want them to do after seeing your ad. Whether it's to visit your website, fill out a form, or request a demo, make sure your call to action is clear and compelling.

By following these tips, you can create ad creative that not only captures your audience's attention but also resonates with them. This is fundamental to getting people to follow your CTA.

Optimizing ad spend

One of the most important aspects of any ABM campaign is optimizing the ad spend. With so many different types of businesses and people on LinkedIn, you want to make sure that your budget is as targeted as possible.

Luckily (or maybe by design!), LinkedIn provide a range of tools and metrics to help you achieve this. So, let's explore some of the ways you can optimize your ad spend and maximize your ROI.

Set Realistic and Measurable Goals

Before you start investing in LinkedIn ABM campaigns, it's crucial to establish clear financial goals and metrics for success. What is your target cost per lead (CPL)? What is your desired click-through rate (CTR)? By setting these metrics upfront, you'll have a clearer idea of what success looks like and you can adjust your strategy accordingly.

Once your campaigns are up and running, you'll need to regularly monitor performance to ensure you're on track to meet your financial goals. LinkedIn's Campaign Manager provides a range of metrics to help you do this, including impressions, clicks, CTR, and cost per click (CPC).

Adjust Your Ad Spend to Maximize ROI

Based on the performance data you gather, you can adjust your ad spend to maximize your ROI. 

For example, if you notice that certain accounts or campaigns are performing poorly, you may want to reduce your spending on them and focus on the ones that are generating the most leads and conversions. But how can you actually do that I hear you ask? A couple of ways.

  • Use a Bid Management Strategy - This involves setting bid caps for each account and adjusting them based on their performance. By setting bid caps, you can control how much you're willing to spend on each account and ensure that you're not overspending on those that are not generating results. It also allows you to set limits based on the account grade which is super important.

As shown below, the bid cap feature is available for the campaign formats, Ad formats, and optimization goals.

[Source: LinkedIn]

  • Leverage LinkedIn's Cost-Per-Click (CPC) Bidding Model - LinkedIn's CPC bidding model allows you to set a maximum bid for each click on your ad. This means you only pay when someone clicks on your ad, rather than when it's displayed to someone. By setting a maximum bid, you can control how much you're willing to spend on each click and ensure that you're not overspending on low-quality traffic.

By optimizing your ad spend, you can ensure that you're getting the most out of your budget whilst achieving your campaign goals.

Dynamic ad creative

Personalization is key in ABM, and dynamic ad creative is a powerful tool for delivering personalized content to your target accounts. Dynamic ads allow you to serve different ad creative to different users based on their profile information.

Here are a few tips for using dynamic ad creative in your LinkedIn ABM campaigns:

Segment Your Audience

To use dynamic ad creative effectively, you need to segment your audience based on the criteria you want to use for personalization. This could include job title, company size, or industry. By segmenting your audience, you can create ad creative that speaks directly to their specific needs and pain points.

Use Relevant Imagery and Messaging

When creating your dynamic ad creative, it's important to use imagery and messaging that is relevant to each segment of your audience. For example, if you're targeting C-level executives, you may want to use more professional imagery and messaging that speaks to their business goals and challenges. 

Test and Iterate

As with any aspect of your ABM campaign, it's important to test and iterate on your dynamic ad creative. Try different messaging and imagery to see what resonates best with each segment of your audience. Make sure you put in a control and then test new approaches and measure the success.

[Source: Augurian]


This can be a powerful way to reach your ABM audience with personalized messages and offers based on previous interactions. You can retarget users who have already interacted with your website or content on LinkedIn, allowing you to show ads that cater specifically to their needs and goals. 

By customizing your ads to each segment of your audience, you can ensure that you're providing relevant messages and offers that are likely to convert.


CBRE, a B2B commercial real estate company, wanted to enhance its advertising efforts on LinkedIn by adopting a consumer-centric strategy for its Urban Photographer of the Year competition. 

Leveraging LinkedIn's precise targeting filters, CBRE directed its attention to photography enthusiasts and professional photographers through captivating Message Ads. This approach resulted in engaging one-on-one conversations, yielding promising outcomes. 

The report showed that they achieved remarkable open and click-through rates, accompanied by a substantial 41% increase in contest entries compared to the previous year.

Measure and Iterate

Measuring and iterating on your ABM campaign is crucial for driving success and maximizing results. By analyzing data and getting this in useful and easy-to-digest ways, you can continuously optimize your LinkedIn ABM campaigns to achieve better outcomes. 

Key Performance Indicators (KPIs): 

I know we have already talked about this a little when discussing ad spend, which is vital, but you also need KPIs for the campaign as a whole. 

Start by identifying the metrics that align with your campaign goals. These could include click-through rates, conversion rates, engagement metrics, qualified leads, or cost per acquisition. Defining and documenting clear KPIs will provide a benchmark for evaluating your campaign's success and progress.

Dive Deep Into Data Analysis

Use the analytics tools available through LinkedIn to gain valuable insights into your campaign performance. Look for patterns, trends, and areas of improvement. Analyze metrics such as engagement rates, ad impressions, and audience demographics to understand which strategies and tactics are working best.

Tip: LinkedIn’s Campaign Manager offers deep insights, use it to it’s fullest!

Conduct A/B Testing

Experiment with different variations of your ad creative and messaging to identify the most effective elements. Split your target audience into segments and test each variation against a control group. Measure the performance of each variation and identify the ones that resonate most with your audience.

Tip: Test different headlines, images, calls to action, or even different targeting criteria to understand which combination generates the highest engagement and conversion rates.

Optimize Based On Insights

Utilize the data and insights gathered from your analysis and A/B testing to make informed decisions. Make adjustments to your targeting, messaging, ad placements, or budget allocation to optimize your campaigns. Ads never stay still, neither do your target audience so continuously refine and enhance your approach based on the performance data.

Tip: If you find that a specific audience segment is highly engaged with your ads, consider allocating more budget towards reaching that segment or tailoring your messaging to cater specifically to their needs.

Monitor, Adapt, and Stay Agile

Keep a close eye on the performance of your ABM campaigns. Regularly monitor key metrics and be prepared to adapt and iterate based on the data. Stay agile and responsive to changes in market dynamics, audience behavior, and campaign performance. Use LinkedIn’s handy charts and graphs to visualize campaigns through time. 


If you notice a decline in engagement rates or changes in audience behavior then consider adjusting your targeting parameters, refresh your ad creative, or explore new strategies to re-engage your target audience.

Once you have a good grasp of the analytics and you have a strong baseline on how the ads will perform you can start to use these metrics in your sales forecasting tools. This will help to further understand the kind of engagement you need to hit that all-important quota number. 


By following these five tactics, you can ignite your LinkedIn ABM strategy and achieve greater success with your campaigns. It will help to bring your marketing and sales team together and work in unison, which I know from experience, can be a hard task!

As you expand your advertising across different platforms then Marin One can bring all your campaigns together under one hood. This can give a huge competitive advantage and ensure you are spending your ad budget in the right place to maximize the ROI. So why not start experimenting with these tactics today and see how they can transform your LinkedIn ABM strategy?

Sean Mackay is a guest contributor to Marin Software.

Have you ever wondered how to effectively sponsor your products on Instagram and grab the attention of your target audience?

You're not alone. Many businesses seek to unlock the secrets of advertising on this popular social media platform with over 1 billion active users. And today, we're spilling the beans.

In this comprehensive blog, we'll share our top tips on building a captivating Instagram presence and running sponsored campaigns that'll have users stopping mid-scroll, eager to learn more about your brand.

Are you ready to start sponsoring your product on Instagram to elevate your social media game?

Let's dive into this exciting journey to unlock the full potential of Instagram sponsorships.

What Is a Sponsored Post on Instagram?

As you dip your toes into the world of Instagram marketing, it's important to understand the difference between sponsored posts and regular ads.

Let's break it down and clarify these two concepts.

Sponsored posts

A sponsored post, also known as influencer marketing or a paid partnership, is when a brand collaborates with an Instagram user or influencer to create content that promotes a product or service.

In this arrangement, the influencer receives compensation through payment or free products in exchange for their promotion.

Sponsored posts often include a disclosure, such as "#ad" or "#sponsored," to maintain transparency with the audience. The Federal Trade Commission (FTC) requires influencers to use these disclosures.

Here's an example of a paid partnership with PlushCare, an online medical care provider that can fill prescriptions online after a same-day appointment, and a micro-influencer in the lifestyle niche:


These partnerships are incredibly valuable for all brands because you can leverage the influencer's established audience and credibility. Influencers have a unique connection with their followers, making their recommendations more impactful and authentic than traditional ads.

So if you want to start selling online weight loss programs and professional health advice, considering the influencer route could play to your advantage.

Why make this distinction? Most likely, followers of an influencer specializing in health and wellness will already be aware and inclined to buy these products and services. Plus, followers trust their recommendations.

And to further drive this point home, a study by Rakuten proves influencer marketing effectiveness. The data shows that 80% of consumers agree they were "influenced" and purchased from a sponsored post. And 61% confirmed they'd click on a sponsored link to learn more about the product or service. Not too shabby.

Instagram Ads

On the other hand, Instagram ads are paid promotional content created and managed directly by the brand using Instagram's native advertising platform.

Ads appear in various formats, such as text, photos, videos, carousels, or Stories. You can target these promotional materials to reach users based on specific demographics, interests, and behaviors. And you can use a plethora of online tools to help you create stunning images, such as a mockup generator, background remover, photo collage maker, photo editor, etc.

Here's a simple Instagram Stories ad from Canva that integrates seamlessly with their followers’ Stories:

Unlike sponsored posts, Instagram ads don't involve collaborations with influencers. Instead, they rely on the platform's algorithms and targeting capabilities to reach your desired audience.

The primary goal of Instagram ads is to drive engagement, increase brand visibility, or encourage specific actions, like clicking a link or making a purchase.

TL;DR: Sponsored posts are collaborations between brands and influencers, while Instagram ads are promotional content directly created and managed by your brand.

7 Tips for Sponsoring Your Products on Instagram

Did you know that a whopping 83% of people use Instagram to discover new products or services? That's right, Instagram is more than just a place for stunning photos and quirky stories — it's an essential part of the consumer journey.

Instagram is where the magic happens, from sharing the latest fashion trends to offering a sneak peek into your products and even swaying purchase decisions.

So, if you're a marketer looking to make a splash, Instagram offers countless opportunities to connect with potential customers.

Here are some of the top tips to help you dive into the world of sponsoring your products on Instagram in a fun, engaging, and approachable way.

Set clear goals

Before jumping headfirst into the world of Instagram sponsorships, it's helpful to take a step back and think about what you want to achieve.

Trust us. A little planning goes a long way. Having clear objectives helps you stay focused, guides your strategy, and ensures you're making the most of your marketing efforts.

When setting goals for your Instagram sponsorships, the sky's the limit. Maybe your goal is to reach 25,000 followers by the end of the year. Or boost sales by 20%. Or you have the vision to sell your business in five years for over six figures.

But if you need some help narrowing in on a few simple objectives, focus on these three things: increasing brand awareness, generating leads, and driving sales.

Let's break it down.

Brand awareness

If you want to make your brand the talk of the town, sponsoring your products on Instagram can help you get noticed.

By collaborating with influencers or creating eye-catching ads, you can showcase your brand personality and build a buzz around your products.

Case in point, here's a stunning photo from Olipop, a healthy soda pop, announcing a new partnership with pop star (pun intended) Camila Cabello.

Olipop partnership with Camila Cabello.

If you didn't know about Olipop before, you do now. Thanks to this eye-catching post with a monochromatic look and a high-profile celebrity partnership. Micro-influencers work too, but more on that later.

Lead generation

Maybe you're after a more tangible result, like collecting email addresses or getting users to sign up for a trial.

Instagram sponsorships can help you reach your target audience and encourage them to take that crucial first step.

For example, to showcase its services on Instagram, BriteCo uses high-quality images and captions reminding people of their engagement ring's sentimental value.

BriteCo Instagram post.

Once they've grabbed your attention, they highlight the benefits of protecting it with their jewelry insurance and share a link to a landing page visually consistent with the Instagram post.

BriteCo landing page for engagement ring insurance.

Using a dedicated landing page and seamless experience (with high-quality images), BriteCo can capture tangible new leads through the power of Instagram.

Pro-tip: It's always a good idea to have software to help you save and track all the data from these newly acquired leads. Sales

Of course, one of the ultimate goals for any business is to see those sales numbers climb.

By sponsoring your products on Instagram, you can highlight the features and benefits that make your offerings irresistible and inspire users to hit that 'buy now' button.

To improve your chances of closing the sale, follow the lead of LeatherCult, by including a "shop here" link in your Instagram bio:

LeatherCult Instagram bio with website URL.
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Or you can also add a "shop now" link to your captions to further reduce friction in the purchase process:

LeatherCult Instagram post with link in comments.

Remember, setting clear goals is the foundation of any successful Instagram sponsorship campaign. So, figure out what matters most to your brand and let that guide your strategy.

Choose the right target audience

Alright, so you've set your goals — now it's time to focus on reaching the right people.

Instagram's got your back with its built-in targeting options, making it a breeze to connect with the audience that matters most to your brand.

Say goodbye to the days of casting a wide net and hoping for the best. With Instagram, you can laser-focus on your ideal target market and avoid throwing money into the wind.

So think about the age, gender, location, interests, and behaviors of the people likely to love your products. The more specific you can get, the better.

This step is especially important for local businesses, where targeting people in your immediate area is crucial. Not only does this drive better results, but you don't waste time and money on people that'll never convert.

Let's take Watermill Flowers as an example. They are a local flower shop that exclusively delivers flowers in Fort Lauderdale. So, advertising their delivery services nationwide wouldn't make sense for them.

Fort Lauderdale flower shop with delivery policy.
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Thankfully, with Instagram's location targeting, they can ensure their sponsored posts and ads reach potential customers within their delivery zone.

Similarly, if your floral arrangements are particularly popular among brides-to-be, you can use Instagram's interest and behavior targeting to connect with users planning their big day.

The takeaway? The more relevant your content is to your audience, the more likely they'll engage with it and hopefully turn into paying customers (or at least followers).

Create high-quality content

Let's face it. Instagram is a visual playground. And to stand out from the crowd, your content needs to be nothing short of fabulous.

That's where eye-catching visuals and engaging captions come in. The perfect combo of stunning images and clever words will capture your audience's attention and encourage them to like, comment, or share your post.

Great content is the secret sauce to your Instagram success. So are you ready to up your content game?

Follow the lead of Rolex, legendary for luxury and aesthetics — even on Instagram.

Rolex Instagram all blue aesthetic.

Here are a few tips to help you create your own drool-worthy images and maintain a consistent brand aesthetic:

  • Invest in high-resolution images — blurry or pixelated photos won't cut it on Instagram.
  • Choose a color scheme representing your brand to create a cohesive look — stick to it across all your content.
  • Use consistent fonts and design elements — make your content look polished and professional.

And did you know that simply adding a caption can boost your Instagram engagement rate from 4% to 6%? It's an easy way to get more out of every post.

But sometimes, as marketers or business owners, we fall victim to writer's block. Don't worry, it's normal. And that's why free text generators powered by AI will quickly become your best friend.

With the touch of a button, you can generate compelling Instagram captions that convert. It's all about working smarter, not harder, to drive results. Plus, it's free!

If you need inspiration, take a page from MegaFit Meals' book. They do an excellent job of boosting engagement with captions by asking questions, tapping into customer pain points, and offering solutions.


MegaFit meals compelling caption.

Plus, how can you pass on this delicious-looking food? It sure does have our mouths watering.

Variety is the spice of life. And when it's time to publish Instagram content, mixing things up can keep your audience engaged and coming back for more.

Don't be afraid to experiment with different formats like photos, videos, carousels, and even AI voices to showcase your products and tell your brand story.

Whether creating a product tutorial, sharing a customer testimonial, or narrating a behind-the-scenes clip, AI voices can help you convey your message clearly and effectively while adding a touch of innovation to your content.

Need inspiration? Try a humorous approach to voiceovers, like this Instagram video from Reese's:

Resse's voiceover video promotion.

Embrace your creative side and explore various formats, from stunning product shots and carousels highlighting customer experiences to videos with added innovations.

The possibilities are endless, and with a little experimentation, you'll discover the perfect content mix to captivate your audience and make a lasting impression on Instagram.

Collaborate with influencers

Influencer collaborations can be a game-changer for your Instagram sponsorship campaigns.

These social media stars already have a dedicated following. And by partnering with them, you can tap into their audience, increase your reach, and build trust with potential customers.

Plus, influencers have the power to make your products feel more relatable and authentic, giving your brand a major credibility boost.

And do you want to know the best part? You can use micro-influencers to help promote nearly any product or service. They tend to have higher engagement rates and are more affordable than mega-influencers (with millions of followers)

So if you're a dental clinic and want to promote innovative dental procedures to prevent the dreaded turkey teeth phenomenon, you can partner with a lifestyle micro-influencer with no problem.

This partnership is the perfect opportunity to detail the procedure's benefits through a behind-the-scenes video — like this partnership with Dentfix.

Dentfix influencer sponsorship video.

Or you can have the influencer post before and after photos on their Instagram profile, showing off their new smile.

The influencer's followers, who already trust their advice on all lifestyle matters, will be more likely to consider the procedure for themselves, ultimately driving business to your practice. It's a win-win.

Are you still not convinced? Studies show that 37% of consumers trust social media influencers over brands. So you're better off letting influencers do the promoting for you.

Leverage Instagram Stories

If you're not already taking advantage of Instagram Stories, it's time to hop on the bandwagon. Stories are an excellent way to casually and authentically engage with your audience.

And the Stories feature sees over 500 million daily users, so why not use this to your advantage?

Plus, Instagram Stories offers a treasure trove of interactive features that can help you connect with your audience on a deeper level. Here are some examples:

  • Use polls to gather opinions, conduct market research, or entertain your audience.
  • Engage your audience by inviting them to ask questions or share their thoughts.
  • If you have over 10,000 followers or a verified account, you can use swipe-up links in your Stories to drive traffic to your website, product pages, or blog posts.

Here's a prime example of how MegaFit Meals leverages sponsored Instagram Stories to appear naturally in a user's personal Stories:

People can swipe up to see the menu and learn more about these custom fitness meals. There's no need to open a new browser and search for the brand name.

The result? A seamless user experience that drives conversions.

Plus, Stories are an excellent tool for retargeting ads, allowing you to reconnect with users who have already shown interest in your brand and nudge them further along the customer journey.

Determine your budget and bidding strategy

As much as we'd all love to have an unlimited marketing budget, the reality is that we need to work within our means.

So don't bite off more than you can chew. Thankfully, even with a modest budget, you can still make an impact with the right strategy. In fact, Meta suggests starting with only $5 per day.

Once you have a budget set in stone, it's time to choose between the three types of bidding: spend-based, goal-based, and manual.

  • Spend-based bidding: The goal is to generate the highest results or most value using your entire budget.
  • Goal-based bidding: Pre-determine a cost (cost per result) or value (return on ad spend) you want to achieve.
  • Manual bidding: Set a cap on how much you want to bid across ad auctions instead of relying on automated algorithms.

To choose the right bidding for your campaign, consider the goals you set earlier. For instance, if you aim to boost sales, you might use a goal-based bidding strategy and set a cost per purchase to keep your average sales profitable.

If your eyes just rolled to the back of your head, try out the MarinOne Budget Optimizer to do the heavy lifting for you. 

Remember, the key is to stay flexible, experiment, and continually refine your approach to find your sweet spot.

Monitor and analyze your performance

As the saying goes, measure twice and cut once. Keeping a close eye on your Instagram sponsorships' performance helps you understand your efforts' impact.

That way, you can make data-driven decisions for future campaigns by staying far away from what's not driving results and doubling down on what is.

Thankfully, Instagram Insights is a powerful built-in tool that provides valuable data on your sponsored content's performance, audience demographics, and engagement.

You can also supplement these insights with other analytics tools like MarinOne to see a comprehensive view of your overall marketing performance and return on investment (ROI).

Start Sponsoring Your Products on Instagram Today

And there you have it, our top tips for sponsoring your products on Instagram like a pro.

From setting clear goals and targeting the right audience to creating eye-catching content and leveraging the power of influencers, these strategies can help you elevate your brand's presence and drive results on this popular platform.

As you embark on your Instagram sponsorship journey, remember that the best approach is often one of experimentation and adaptation.

Embrace your creative side, be willing to try new things, and continually refine your strategy based on Instagram Insights. With a little perseverance (and passion), you'll soon discover the perfect formula to captivate your audience and make a lasting impact with your Instagram sponsorships.

So go ahead, turn on the sponsored posts, and watch your brand take off.

Vergine Melkonyan is a guest contributor to Marin Software.

Navigating what tactics and strategies to use in B2B marketing is tough. To gather insights on how to stay ahead, we recently participated in the Forrester B2B Summit in Austin, Texas. Leaders and visionaries from various industries gathered to explore trends, strategies, and innovations. The sessions, discussions, and networking opportunities provided valuable knowledge that will shape our B2B marketing approach for 2023 and beyond. Here are our "TLDR" notes from our favorite sessions.

Opening Remarks

George Colony - Forrester CEO

  • Out of 100 presentations, 17 are focused on AI.
  • Out of 100 sponsors, 50 of them already have AI built in to their tools.
  • "Ironman effect" - this isn't about robots taking your job, it's about marketers putting on a robotic suit to create superpower-like efficiency and effectiveness.

AI's capability to analyze vast amounts of data enables B2B marketers to identify patterns, predict customer behavior, and personalize content and interactions. It also streamlines lead generation, automates repetitive tasks, improves customer service, optimizes for voice and visual search, aids in competitive analysis, and necessitates ethical considerations. Marketers should prioritize training and upskilling, refine Account-Based Marketing strategies with AI, and stay updated on AI's future directions.

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Introducing Forrester's B2B Customer-Obsessed Growth Engine 

John Arnold, Principal Analyst @ Forrester

Sam had an amazing experience meeting Sebastian Vettel's pit crew, sitting in the racecar, and receiving a personal letter from the racer himself. Despite Mercedes' dominance in racecar driving, being a Ferrari fan was essential to Vettel's winning mindset. Experiential marketing, particularly in the context of Formula I, played a significant role in driving customer loyalty and advocacy. Key elements of experiential marketing include interaction, engagement, personalization, and creating memorable experiences. Leveraging technology like VR and AR enhances the impact. Storytelling and adapting to virtual events are crucial, as well as considering emerging trends and building long-term relationships with customers. The Forrester B2B Growth Engine emphasizes aligning marketing, product, and sales to meet the changing needs of buyers, as evidenced by their dissatisfaction with providers in 2022.

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Buyer Value is the Core of Your Customer-Obsessed Growth Engine 

Katie Fabiszak, Principal Analyst @ Forrester

Katie and her son Drew faced the challenge of choosing a college among numerous options, feeling overwhelmed by the lack of differentiation. Similarly, B2B brands encounter a "sea of sameness" and must differentiate themselves by listening to individual customer needs. Key strategies include understanding buyer value, adopting a customer-centric approach, maximizing customer lifetime value, personalization, predictive analysis, customer feedback, crafting compelling value propositions, increasing customer retention, aligning product development with customer expectations, customer journey mapping, cross-functional collaboration, and evolving with changing customer preferences for sustained value delivery.

How CMOs Support the Six Ways a Company Can Grow

Barbie Mattie, VP, Principal Analyst, Forrester 

CMOs can drive market penetration by implementing targeted marketing campaigns, enhancing branding efforts, and implementing customer retention strategies. Market development involves conducting market research, creating market entry strategies, and tailoring messaging to different market segments. CMOs collaborate with product teams in product development by integrating customer insights and developing marketing strategies. Diversification requires exploring opportunities, validating them through research, and executing marketing strategies for new products or markets. Strategic partnerships involve identifying compatible partners, creating collaborative marketing strategies, and maintaining brand alignment. CMOs also play a role in assessing potential acquisitions, overseeing post-acquisition integration, and developing effective communication strategies to inform customers about changes resulting from acquisitions.

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Outreach: How Unified Revenue Operations Strategy Drives External Growth 

Ashley Naumann Vonella, Sales Enablement & Operations Senior Team Manager, VelocityEHS 

Ashley Naumann discussed the concept of Revenue Operations (RevOps) and its significance in driving business growth. RevOps involves aligning sales, marketing, and customer service departments to provide a seamless customer experience. It emphasizes the integration of data from different departments to create a holistic view of customer interactions, enabling informed decision-making. RevOps also streamlines business processes, enhances revenue forecasting and planning, and helps overcome organizational silos, fostering collaboration and improving performance. She highlighted the impact of RevOps on customer experience and provided strategies for successful implementation. 

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Making Sense of the B2B Intent Data Landscape 

Brett Kahnke, Principal Analyst, Forrester

B2B intent data is defined as data that reveals the signals and indications of a potential buyer's interests and purchasing intentions. It plays a crucial role in modern marketing and sales strategies by providing valuable insights into customer behavior and preferences. There are various sources of B2B intent data, including first-party and third-party data providers. First-party data providers utilize a company's own data, such as website analytics and CRM data, to analyze user behavior. Third-party data providers collect data from external sources, offering a broader view of the market. Other intent data provider models include bidstream data providers, cooperative data providers, predictive analytics providers, publisher-based providers, and data aggregator providers. Understanding the pros and cons of different data sources helps businesses make informed decisions about utilizing B2B intent data in their marketing and sales efforts.

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Dun & Bradstreet: True Stories of Successful Master Data Management

Neil Honaker, Data Hygiene / Data Privacy Manager, Essity

Jackie McBrady, Sr Director, Lead-Finance Applications EMEA, Cushman & Wakefield

Jenn Atkins, CMO, Dun & Bradstreet 

Master Data Management (MDM) is a comprehensive method that helps organizations define and manage critical data, providing a single point of reference for all data elements. It ensures data accuracy, consistency, and uniformity across the organization, leading to improved efficiency, decision-making, and regulatory compliance. MDM consists of components such as master data, metadata, data quality, and data integration. Best practices for implementing MDM include having a clear strategy, securing executive buy-in, prioritizing data quality, involving stakeholders, starting small and scaling gradually, choosing the right tools, and planning for data governance. Common challenges in MDM implementation include inconsistent data quality and resistance to change, which can be addressed through data cleansing and effective communication. Successful MDM implementation results in enhanced decision-making, improved operational efficiency, and better regulatory compliance.

How We Plan to Use What We've Learned

Attending the Forrester B2B Summit was truly an illuminating experience that has invigorated our team at MarinOne. As we reflect on the invaluable insights gained from industry experts, thought leaders, and fellow marketing professionals, we are inspired to push the boundaries of B2B marketing and embrace innovation. Armed with a fresh perspective and a deep understanding of emerging trends, we are eager to implement the strategies and best practices we've learned to drive tangible results for our clients and stay ahead of the curve. The Forrester B2B Summit served as a catalyst for growth, igniting our passion for continuous learning and reaffirming our commitment to delivering exceptional B2B marketing solutions. We eagerly look forward to the opportunities and challenges that lie ahead, armed with the knowledge and inspiration we gained. Reach out to work with one of our team members to revamp your B2B advertising campaign strategy.

PPC Management is one of the most effective ways for a business to achieve positive ROI. In this article, we break down what PPC management is, why it’s important, and what kind of processes go with it. We wrap up with some opportunities to automate your PPC management (and why automation is an attractive option).

Defining PPC Management

Let’s start by defining “PPC” as “pay per click”, which refers to the common pricing model of digital advertising publishers constrained by the advertiser’s overall budget. PPC Management is the process of organizing, managing, and optimizing the PPC budget to achieve optimal performance. 

This definition is extremely basic, as the practice of managing PPC encompasses a myriad of tasks that result in the efficient spend of the budget toward a company’s goal. These goals are typically related to awareness or ROI. While PPC is one of the best ways to improve ROI, it can take a lot of time, effort, and testing to produce optimal results. This is why many advertisers go the route of hiring a PPC agency and/or leveraging automation (more on this later).

Why PPC Management is Important

Simply put: effective PPC Management can help you reach your business goals. Done properly, PPC Management is a game changer for businesses large and small. 

PPC Management Essentials

The PPC management process includes many parts, some of which a business might opt to take on internally. There are many great resources for learning the ropes of PPC management (check out this guide from HubSpot), but sometimes it’s best to bring in a professional to get the most out of your time and advertising investment.

Some common tasks typically included with PPC Management are:

Keyword Research and Analysis

  • Researching the keywords that customers are looking for related to your business. These are then evaluated and adjusted based on performance during optimization.

Targeting Channels

  • Google and Bing are the top publishers for PPC, but they aren’t the only places where your audience spends time. PPC management might extend to channels such as Facebook, LinkedIn, Criteo, and many more depending on your unique business needs.

Optimization Tasks

  • Are some keywords spending money but not driving any ROI? Is there a headline that is performing way better than others? Is that bid too low for your ads to be seen? Optimization is the essential process of identifying what is working and making changes based on the findings. This may look like excluding keywords in Search ads, pausing an ad in Social, adjusting a keyword bid, etc. Consistent implementation of these tweaks is important as the ppc landscape is dynamic, meaning that there is always room for optimization based on the current factors at play.

Competitor Analysis

  • There are many options for competitor research out there that vary by channel. Tools like SpyFu can be used to gain insight into competitor keyword strategy, while Facebook Ad Library can help you scope out the creative strategy of the competitor. Competitor analysis is great for finding inspiration for your own ppc strategy.

A/B Testing

  • Always Be Testing! Testing copy, landing pages, creative, etc are all essential to continuous improvement. Testing and learning is the best way to understand what works for your business and how to improve.

How to Automate your PPC Management

As you might imagine, the tasks above can take a considerable amount of time and effort. While there are some tasks that can be outsourced to agencies, there are others that can be easily managed through automation.

One pillar of Marin Software’s offering is automation, saving businesses time and money on essential ppc management tasks. 

Here are a few of the ways that Marin’s automation can help you with your ppc management strategy:

Flexible Rules and Dynamic Actions

  • Integrate external signals into Marin for smart optimizations that are performed without you lifting a finger. 

One-Click Keyword Expansion

  • Marin identifies keyword opportunities, and with the tap of your mouse they can be launched in your campaigns. No need to spend time researching the best keywords, Marin does it for you.

Build Campaigns Based on Feeds

  • Build out text and shopping ads from your feeds or use our dynamic campaigns tool to pause ads based on inventory. This is a fast and effective way to manage your ppc campaigns.


  • Marin’s Strategies offer transparency and efficiency while performing optimizations to your ppc campaigns. Algorithmic bidding is available for multiple publishers through Marin.

To learn more about opportunities for automation customized to your business, reach out to us!

Balancing personalized experiences and consumer privacy has become incredibly complex.. As a result, retailers are constantly looking for ways to engage, retarget, and personalize consumer experiences while complying with the ever-growing list of privacy laws.

One study showed that consumers were more open to explore beyond their usual products during the pandemic, with up to 75% trying new categories and 40% switching to new brands.

To help you navigate this tricky situation, we've put together some tips on how to tread the fine line between providing the personalized experience consumers crave and safeguarding your customers’ privacy. This balance is a delicate one that retailers must learn to strike if they hope to remain competitive.

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The difference between personalization and privacy

E-commerce personalization should be all about delivering something relevant to your users. Try to also make it something they will relate to, as this will help build a strong connection with them. In turn, it will also start the process of forming a successful relationship. In the modern digital age, personalized and relevant content is essential if you want to keep your consumers engaged and interested in your products and services. However, this approach doesn't mean you should resort to over-tracking and collecting your users' personally identifiable information.

Instead, focus on understanding user intent to create relevant content that meets their needs. This approach allows you to deliver an exceptional experience without compromising your customers' privacy. As a bonus, you'll ensure they follow through with their purchase after abandoning their shopping cart.

Collect relevant data only

While data is essential for personalization, only collect the data you need to create a personalized experience. Businesses should avoid accumulating too much data or data that customers are not willing to share, as this can damage trust and discourage future engagement.

To strike the right balance, businesses should focus on collecting the most relevant data to the customer journey. This data might include basic demographic information, purchase history, and browsing behavior. By collecting only the necessary data, you can create personalized experiences that feel relevant and valuable to customers without compromising their privacy.

Personalize the experience for brand-new customers

As online traffic grows, most visitors remain anonymous, limiting the potential for personalization in the retail industry. However, there are ways to address this challenge. Consumers will often move on to the next best solution if they don't receive a personalized experience. Therefore, it is important to strategically navigate these changing times and not lose the opportunity to serve your customers.

Personalization is about providing a relatable experience to the user on a session-by-session basis. Losing that first opportunity to engage your visitors is not an option. Try using quizzes or surveys for first-time visitors. By asking questions and gathering consent-based reference data, you can gain valuable insights into your customers' wants and needs without invading their privacy.

By capturing the user and understanding their intent through consent-based reference data, you can obtain valuable customer data while respecting their privacy. When creating these strategies, consider that many new customers use their mobile devices to access your content, so you should account for a mobile app marketing option.

Machine-Learning and AI tech can help understand consumer behavior

To provide an exceptional customer experience, it is crucial to gather customer data based on their consent. Focus on omnichannel approaches that track visitors and consumers without compromising their privacy. There are conversational AI tools that can lessen the work of your team in this regard.

Personalization means delivering what customers want at the right moment; this strategy doesn't necessarily involve collecting and tracking their personal information. It's essential to remember that Gen Z consumers are particularly cautious about sharing their identities.

Aim to collect customer first-party data, ensuring it is based on their consent, then use it to personalize the customer experience. Find influencers people trust to communicate your message, then target your chosen audience with relevant content, offers, or products. It's essential to recognize that different customers have different preferences; some might respond to discounts, while others might appreciate informative content or product knowledge. A lightweight solution that helps to convert customers within the session is the way to go.

Communicate data policies clearly

To continue building trust with customers while encouraging them to share their data, you must communicate your data and privacy policies clearly and transparently. This transparency includes clearly explaining how you will use their data, who you’ll share it with, and how you will protect it.

To achieve this clarity, you should provide options for customers to opt out of data sharing and have their data deleted. We also recommend displaying security badges on your website to show customers that you protect their data and privacy. By breaking down their privacy policies in an easy-to-understand manner using FAQ-style language and infographics, you can help customers feel more comfortable sharing their data.

Branding and building trust 

Everything you do is a branding exercise, even down to the Amazon Custom Shortlinks you use. Educate your team on the importance of privacy in creating a positive customer experience across every business element.

With the constantly evolving landscape of data privacy laws, it's important to stay informed and up to date on the regulations in the countries and territories where you do business. This approach ensures you are always compliant and avoid legal issues that could damage your reputation.


Supercharge your E-commerce advertising

Happy customers equal good business, and toggling the line between personalization and privacy with the tips above is one of the many ways you can ensure it. We also recommend harnessing the power of MarinOne Insights to identify opportunities in your digital marketing programs automatically. Work smarter, not harder, with our expert help.

Pinterest, the popular social media platform known for its visual search engine, has announced a multi-year partnership with Amazon to bring third-party ad demand to the platform. This collaboration will allow advertisers to purchase ads on Pinterest through Amazon's Demand-Side Platform (DSP).

The partnership is set to benefit both parties, with Amazon gaining access to Pinterest's vast user base of over 450 million monthly active users, while Pinterest will have access to Amazon's robust e-commerce capabilities. The partnership will also help advertisers reach their desired audience more efficiently and effectively, as they will have access to the wealth of data that both platforms have collected about their users.

For Pinterest, this partnership is part of their ongoing efforts to enhance their advertising offerings and provide more options for advertisers. In recent years, the platform has introduced features such as Promoted Pins and Shopping Ads to make it easier for businesses to reach their target audience on the platform.

This partnership is not the first of its kind for Pinterest, as the platform has previously collaborated with other e-commerce giants such as Shopify and WooCommerce. These partnerships have allowed businesses to integrate their online stores with Pinterest, making it easier for users to discover and purchase products on the platform. 

However, the partnership with Amazon is perhaps the most significant one yet, as it opens up a whole new world of advertising opportunities for Pinterest. The partnership will allow Pinterest to provide advertisers with more advanced targeting capabilities. For instance, advertisers will be able to target users based on their Amazon purchasing history and search behavior, as well as their Pinterest engagement history.

The partnership is also a significant win for Amazon, as it allows the e-commerce giant to extend its reach beyond its own platform and tap into Pinterest's vast user base. With over 450 million monthly active users, Pinterest offers Amazon a unique opportunity to expand its advertising offerings and reach new customers.

Furthermore, the partnership aligns with Amazon's broader strategy of expanding its advertising business. Over the past few years, the company has been investing heavily in its advertising capabilities, with the goal of becoming a major player in the digital advertising space.

By partnering with Pinterest, Amazon can tap into the platform's vast user base and gain access to valuable data that can help inform its advertising strategy. This, in turn, will help the e-commerce giant better compete with other digital advertising giants such as Google and Facebook.

Overall, the Pinterest-Amazon partnership is a significant development for both companies and the advertising industry as a whole. The partnership will provide businesses with more advanced advertising capabilities while also helping Pinterest and Amazon grow their respective businesses.

As the advertising landscape continues to evolve, collaborations such as this one will become increasingly important for businesses looking to stay ahead of the curve. By partnering with other industry leaders, businesses can leverage each other's strengths to create more comprehensive advertising solutions and drive better results.

Accurate sales forecasting is key to the success of any business. Companies have been using traditional sales forecasting techniques for years, but are they as effective as they need to be?

Source: Solventure LIFe

The truth is accurate sales forecasting is difficult to predict and achieve under the most favorable of circumstances. A report by Korn Ferry revealed that only one-fourth of sales teams are able to attain 75% accuracy in their sales forecasting.

Thankfully, times have changed and sales forecasting has seen a great improvement with the introduction of CRM analytics tools. These tools provide you with reliable predictions that are highly accurate, making it easier to get the desired outcome for your business.

This article provides insight into how CRM analytics can be leveraged to make accurate sales forecasts. It aims to help you by outlining a winning strategy for your business, through executing CRM analytics in sales forecasting. 

What is Sales Forecast Accuracy?

Firstly, let us define sales forecast accuracy. This is the accuracy of your projection tools to predict forecasted sales for a given period of time. Accurate sales projections are essential to ensure adequate resource allocation, production forecasts, insights into customer behavior and a better understanding of market trends not only for the coming quarter, but ideally for several quarters ahead. Such data is vital for businesses to make well-informed decisions.

Here are some common outcomes if a sales forecast goes wrong. 

  • Overproduction
  • Underproduction
  • Stockouts
  • Excess inventory
  • Customer dissatisfaction
  • Hindrance in profitability

A reliable way to measure sales forecast accuracy is by looking back at the percentage difference between actual and forecasted sales performance. A smaller gap indicates that the prediction was more accurate, while a larger gap would mean the projection was not accurate. Businesses can use this information to refine their sales forecasting models, improve their forecasting processes, and make better decisions.

The Role Of CRM Analytics In Sales Forecasting

In the final two decades of the 20th century, sales and marketing achieved some significant milestones. Way back in 1987, the first automated CRM - Automated Contact Tracking (ACT) - was released. Over time, sales forecasting has been incorporated as a feature within this software and is used by many businesses today.

Let's dive into some of the key roles of CRM analytics in sales forecasting.

Customer Segmentation

By segregating customers based on common characteristics or behaviors, your business can tailor their sales forecasting strategies to each group. This can lead to higher customer satisfaction and increased sales. 

E.g., your business can create segments based on demographic data, including gender, age, and location. The segments might also include purchase behavior, such as frequency or value of purchases.

Perform Predictive Modeling

CRM analytics use data and statistical models to predict future customer behavior, like plausibility to purchase or churn. This way, your business can anticipate customer needs and proactively address issues. 

Using CRM analytics, you can analyze historical data and identify which campaigns and promotions have successfully driven sales. This can help your business focus the resources on the most effective strategies, improving your return on investment and overall profitability.

Identify Opportunities For Scalability

Using CRM analytics, now you can identify overlooked customer segments and new markets by the data acquired. These are budding opportunities to reach out to the needs of your customers by launching new products and services, which in turn boost sales revenue and scalability. 

Monitor Sales Performance

Using CRM analytics, you can monitor sales performance in real time. As a result, you can always be updated with the correct implementation of the current strategy, identify areas of improvement, and adjust your sales strategies accordingly.

Forecast Customer Lifetime Value

CRM analytics can help you predict the potential lifetime value of customers. So next time, you can prioritize and invest in the customers adding more value to your organization. 

Identify Cross-Selling And Upselling Opportunities

Forecasting accuracy is achieved by identifying the singular opportunities that add to increased revenue. Cross-selling and upselling are some critical points for potential revenue you wouldn’t want to miss without having to drastically increase lead volume. CRM analytics can analyze customer data and provide business-driven insights to pinpoint the places your business could be better optimizing your cross-sell and upsell strategies. 

Importance Of Accurate Sales Forecasting For Businesses

Although we have covered CRM sales forecasting as a successful method for getting accurate results, there are several significant reasons why accurate sales forecasting is critical for businesses. Here are a few: 

Resource allocation

Sales forecasts are used to allocate resources such as personnel, equipment, and inventory. If a company overestimates sales, it may invest too much in these resources, resulting in overproduction, waste, and unnecessary costs. Conversely, if a company underestimates sales, it may not allocate enough resources, leading to stockouts and lost sales.

Financial planning

Accurate sales forecasts are essential for financial planning, budgeting, and cash flow management. By accurately forecasting sales, businesses can plan their expenses and investments to optimize their financial performance including overhead and new hires.

Production planning

Sales forecasts play a critical role in production planning, as they help businesses determine how much product to produce and when to produce it. Accurate forecasts can help businesses avoid stockouts and excess inventory–issues that often lead to reduced profits and increased costs.

Marketing strategy

Sales forecasts give businesses insights into consumer behavior and market trends, which can inform marketing tactics. By accurately forecasting sales, businesses can adjust their marketing efforts to maximize their return on investment.

Investor confidence

Investors rely on accurate sales forecasts to assess a company's performance and growth potential. Investors may view a company that consistently misses its sales targets negatively, which can impact its ability to secure funding and grow.

In a nutshell, accurate sales forecasting is essential for businesses to make informed decisions, optimize resources, and improve their financial performance. By investing in accurate forecasting methods and tools, businesses can gain a competitive advantage and position themselves for long-term success.

Understanding CRM Analytics

CRM analytics refers to the process of analyzing data from a company's customer relationship management system (CRM) to gain insights into customer behavior, preferences, and needs. This data can then be used to increase sales, improve customer engagement, and boost customer satisfaction.

Let’s dive a bit deeper and understand what CRM does and how its analytics benefit you. 

A CRM is a powerful database system that stores information on:

Companies can unleash patterns and trends in their customer data by using tools like data visualization, predictive modeling, and machine learning algorithms. 

For example, they might discover that customers who purchase certain products are more likely to make repeat purchases or that customers who interact with customer service through social media are more likely to give high satisfaction ratings.

Likewise, companies can make informed and data-driven decisions on how to engage with their customers. Another way to utilize customer data would be to send personalized recommendations to customers based on their purchase history. This creates a sense of customized experiences contributing to customer trust and retention

Implementing CRM Analytics for Sales Forecasting

Source: Optimiser

Depicted above is how CRM and sales forecasting are linked. Let's walk through four easy steps to execute accurate sales forecasting using CRM analytics :

Identify The Data Sources

The first step to implementing CRM sales forecasting is identifying the data sources. Here are some data points of which you ought to be mindful:

  • Customer Interactions
  • Purchase Histories
  • Website Traffic
  • Social Media Activity

The data from these sources can help your business understand customer behavior and preferences comprehensively. 

Develop a Data Model

The next step to successful sales forecasting is to develop a data model. 

A data model will help you structure the facts and figures to pave the way for a successful analysis. This step may involve creating segments on customer characteristics or purchase behavior. You will also be able to develop a predictive model to forecast the customers’ future behavior. 

Analyze the Data

Now that you have a well-versed data model, you can now identify patterns and trends through the data model analysis. E.g., using statistical models to identify correlations and patterns or using machine learning algorithms to predict future behavior.  

Generate Reports And Insights

The final step in implementing CRM analytics for sales forecasting is to generate reports and insights. With this final step, you will be ready to make informed business-winning decisions. 

You can see your insights in KPI dashboards and monitor real-time data on sales performance. You can also get a hold of reports providing insights into customer behavior and preferences. 

The Road Ahead of Accurate Sales Forecasts

Summing up how CRM analytics affects sales forecasts, here are a few key takeaways:

  • By using CRM analytics, you can leverage customer visibility by quickly accessing accounts, tasks, contracts, and events of individual users leading to higher performing marketing actions.
  • With customer segmentation, you can get a better identify opportunities for scalability, monitor sales performance, forecast customer lifetime value, and more. 
  • With a concrete plan to integrate CRM analytics into sales forecasting, you are ready to take business-winning decisions with a map to guide you.  

Initially implementing CRM analytics requires a significant investment in data infrastructure and expertise. But this investment paves a long road to greater ROI. 

To learn how to optimize your sales process end-to-end, get in touch with the professionals at Marin Software. We're ready to help you make the most of your advertising investment leading to a more consistent CRM lead funnel.

Shweta is a guest contributor to the Marin Software blog.

If you’re a business looking to differentiate yourself from competitors, switching up your marketing strategy should be your go-to. 

Creating killer marketing assets allows you to stand out, convert potential customers, and create an instantly recognizable brand identity. 

But what exactly are marketing assets, and how can you make them as effective as possible? Let’s dive in! 

See Freepik’s Guide on Visual Trends for 2023 (Image Source)

What are Marketing Assets?

Marketing assets are tools used by organizations to promote their products or services. The most common examples include landing pages, blog posts, social media posts, infographics, videos, and eBooks. 

Marketing assets help you differentiate yourself from competitors, explain your unique offering to customers, and convert prospects.

With the rise of video platforms and sites like Instagram proving just how valuable visual content is, making your digital marketing assets visually appealing has never been more crucial. Creating landing pages that look stuck in the 90s or social media posts with questionable filters is a no-go. 


The good news? There are tons of stock photos, videos, and vectors you can use to set your marketing assets apart from the rest, as well as fresh content ideas to keep your site and social media page up to date.  

If you’re new to design or simply need a refresher, here are our top tips for creating marketing assets that will have your customers scrambling at your (virtual) door and your competitors scrambling to keep up. 

Create a Strong Brand Identity

If you think about the biggest, most popular brands, they probably have one thing in common - a strong, instantly recognizable brand identity

Consistency is key in cultivating a strong brand identity with the help of your marketing assets. The most important marketing assets will be your website, blog, and social media page, so keeping the types of images, font, and colors consistent across all three is critical. 

Your tone of voice is equally as important as the visuals. Whether you write in an informal, conversational style or a formal, more authoritative one, picking a tone of voice that resonates with your audience and sticking to it is a must. 


Make the Most of Social Media 

Social media posts are some of the best marketing assets you can use in your strategy. People worldwide presently spend an average of 2 hours and 28 minutes per day scrolling through social media platforms, according to Hootsuite.

The best part is that creating a business account on a social media platform is free, so it’s one of the lowest-cost marketing techniques you can use. 

To keep things simple, start by working with the channels most likely to connect you to your target audience. If you’re targeting Gen Z and millennials, this will be Instagram or TikTok, while Gen X and baby boomers are more likely to use Facebook. 

To create a coherent brand identity across your social media profile, use the same colors, typography, and tone of voice that you use in your other marketing assets. 

No design experience? No problem! You don’t have to be a professional graphic designer to create marketing assets that look good. Use templates, vector images, and easy-to-use image creation software to get started with social media posts.  

Source: Freepik

Tell Your Story

Implementing storytelling in your marketing assets can be a game changer for your marketing strategy. Creating a narrative around your brand can make it easier for potential customers to connect with you emotionally. 

Using storytelling in your assets can even make your brand more memorable. 

You can use free videos for your content on your social media channel or your product’s videos as part of your product descriptions to give customers a more realistic view of what they’re buying and reduce returns. 

Bonus points if you feature a content creator popular in your niche in your video content or feature user-generated content in your marketing assets. 

With 53% of shoppers saying they always do research before buying a product, having previous buyers vouch for what you’re selling can massively increase trust in your brand. 

Source: Freepik

Create Easy-to-Read Blogs

Blogs benefit your business in various ways - they can improve your SEO, boost brand awareness, and cement your status as an authority in your industry. 

Here’s the catch. 

If blogs are thousands of words long with no subheadings, long paragraphs, and a lack of visual content, readers can easily switch off, and you’ll miss out on the desired effects of improved conversion rates and brand trust. 

To keep your blogs as readable as possible (and optimized for Google’s algorithm), add subheadings to signal new topics, write in paragraphs no longer than four lines, and add visuals such as images and infographics where applicable. 

Consider Video Case Studies

Case studies are widely perceived to be the gold standard of testimonials. 

Proving how your product or service has benefited an individual or company by letting them tell their own story combines two of the most effective techniques in the world of marketing - storytelling and user-generated content. 

Imagine you could take your case studies to a whole new level. That’s where video case studies come in. By tapping into the popularity of video content and its ability to build trust with consumers, you can increase the effectiveness of some of the most popular marketing assets, case studies. 

Source: Freepik

Focus on Consistency, Authenticity, and Connection

Your marketing assets should allow your target audience to feel more connected to you and better understand what your brand stands for. 

Using images and videos can make your content more visually appealing, while settling on color and typography brand guidelines can help you create an instantly-recognizable look. 

For the best chance at capturing the minds of your potential customer base, focus on cultivating a consistent brand identity, using storytelling, and creating marketing assets across various platforms.

Filip Nikoloski is a guest contributor to Marin Software's blog and website.

We recently attended B2B Online in Chicago to get a sense of how distributors and manufacturers are delving into digital marketing to create full-funnel B2B customer journeys. Read on to get an overview of key themes industry experts shared on day one. Some of the most important topics throughout the day were about increasing ROI, developing the ultimate tech stack, aligning sales with your digital strategy, and leveraging the power of e-commerce marketplaces. 

Image Source
Image Source

Modern Marketing to Increase ROI

To increase ROI, marketers should keep up with the latest trends and technologies. Key strategies discussed include:

  • Leveraging digital marketing channels: Develop a comprehensive strategy that includes social media, email marketing, SEO, and pay-per-click advertising.
  • Measuring ROI through analytics: Use marketing analytics tools to track website traffic, conversion rates, and customer engagement.
  • Personalizing marketing efforts: Segment audiences based on demographics, behaviors, and interests to create personalized campaigns.
  • Incorporating influencer marketing and user-generated content: Partner with influencers and encourage customers to create and share content.

Developing the Ultimate Tech Stack

Building an efficient tech stack requires understanding business needs and goals. Some of the most important tools for digital marketers to consider include:

  • Identifying key components: CRM software, marketing automation tools, and analytics platforms are crucial for managing customer data, automating marketing tasks, and gaining insights.
  • Evaluating and selecting tools: Research different options and choose those that meet specific business needs.
  • Integrating and optimizing the tech stack: Ensure seamless integration and collaboration between different tools for improved efficiency.
  • Ensuring data security and privacy compliance: Implement measures to protect customer data and comply with privacy regulations.

Aligning Sales

Aligning sales and marketing goals is crucial for driving revenue. The experts shared various methods for making this happen:

  • Implementing a sales enablement strategy: Provide sales teams with the right tools, resources, and training.
  • Using data analytics to optimize sales processes: Gain insights into customer behavior and preferences to improve engagement and increase sales.
  • Aligning sales compensation with business goals: Develop a compensation plan that rewards performance and aligns with objectives.
  • Providing ongoing training and development: Continuously improve sales teams' skills and knowledge.

Transforming Digital Experience with Nordson

Nordson Corporation's digital transformation journey highlighted the importance of enhancing the user experience and leveraging technology. Here's what Nordson did to be successful:

  • Leveraging the power of Coveo: Nordson used Coveo to scale their business and streamline the user experience.
  • Enhancing product discovery: Nordson's strong taxonomy foundation improved product discovery on their website.
  • Benefits of a streamlined user experience: A seamless and responsive experience leads to better engagement and business value.

Reimagining Sales to Include E-commerce

Integrating e-commerce into sales strategies is crucial for growth. Some key points that were shared more than once: 

  • The importance of a digital frontend: Digital should be an integral part of the selling process.
  • Understanding headless selling: Leveraging technology and analytics to integrate digital selling and drive growth.
  • Personalization and customer experience: Emphasizing the role of personalization and focusing on customer satisfaction.
  • Measuring success and optimizing strategies: Tracking key metrics and continuously improving e-commerce sales approaches.

Proactive vs. Reactive: Enabling E-procurement

Procurement teams must adapt to remove inefficiencies in the Procure-to-Pay process. Key topics discussed include:

  • Understanding e-Procurement and its benefits: Emphasizing the cost savings, efficiency, and supplier relationship improvements.
  • Modernizing the e-commerce platform: Evolving e-commerce platforms to incorporate e-Procurement features and functionalities.
  • Managing suppliers and vendor relationships: Establishing effective requirements and measuring supplier performance.
  • Collaboration between departments: The importance of aligning procurement and e-commerce teams and breaking down silos for improved communication and efficiency.
  • ROI goals for e-Procurement and the company: Defining ROI goals, factors impacting ROI, and strategies for maximizing ROI.
  • Corporate social responsibility and hitting goals: Integrating CSR into procurement processes and aligning e-Procurement initiatives with CSR goals.
Image Source

Bullsh*t Bingo in B2B Commerce: What Is Real, What Is Fake, and What Matters

This presentation highlighted the importance of transparency and authenticity in B2B marketing and sales. This was definitely the most lively, entertaining and informative presentation of the week. Here's what they ultimately had to say:

  • Identifying common "bullsh*t" in B2B marketing: Vague claims, jargon, and inflated statistics.
  • Negative effects of "bullsh*t" on trust and relationships.
  • Benefits of transparency and authenticity: Building trust and differentiation.
  • Strategies for avoiding "bullsh*t": Fact-checking, asking for proof, and focusing on specific outcomes.
  • Role of customer feedback and reviews: Separating real from fake in B2B commerce.
  • Ethical considerations in marketing and sales.

Myth Busting False B2B Online Beliefs

The presentation debunked common myths in B2B marketing. We've provided below the most common myths they "busted" and what B2B marketers should actually be doing:

  • B2B buyers using social media: Importance of having a social media presence as a B2B company as this is a key way to build trust, brand authenticity, and have potential buyers find you.
  • Importance of visual content in B2B marketing: Engaging B2B buyers through visual content should not be underestimated as it can have a lasting effect on your company's perception.
  • Digital channels in B2B sales: The role of digital channels and the increasing reliance of B2B buyers on them–it's well past time to move away from traditional methods.
  • Personalization in B2B marketing: Building stronger relationships with B2B buyers through personalization is a good technique for creating a healthy returning customer base.
  • Role of brand storytelling in B2B marketing: Differentiating a company from competitors through brand storytelling is not just for CPG or D2C brands.
  • Building brand awareness in B2B marketing: Importance of brand reputation beyond lead generation.
  • Emotional factors in B2B marketing: Considering emotional factors alongside rational decisions.

Building a Paid Brand Presence to Reach Consumers

A paid brand presence is vital for standing out in a crowded market. Here are the highlights of what was shared:

  • Importance of paid brand presence: Increasing visibility, brand recognition, and sales.
  • Understanding the target audience: Defining demographics, psychographics, and online behaviors.
  • Crafting an effective paid brand strategy: Setting clear goals, selecting appropriate channels, and determining budgets.
  • Creating engaging ad content: Using visuals, clear messaging, and A/B testing.
  • Measuring and optimizing paid brand presence: Tracking performance metrics and continuously refining strategies.

How the Modern PIM is Driving Growth with Automation and AI

The main presentation surrounding this topic focused on the role of modern Product Information Management (PIM) systems in driving growth. Some quick takeaways from that presentation are as follows:

  • Overview of modern PIM solutions: Core features, data modeling, enrichment, and syndication.
  • Importance of automation in PIM: Streamlining data entry, validation, and categorization.
  • Role of AI in PIM: Leveraging machine learning to analyze product data and optimize information.
  • Benefits of automating attribution: Reducing errors and increasing efficiency.
  • Generating potent product descriptions using AI: Personalizing descriptions for different channels and audiences.
  • Case studies of successful PIM implementations: Increased sales and improved customer experience.
  • PIM's role in omnichannel commerce: Delivering consistent and accurate product information.
  • Key considerations when selecting a PIM solution: Integration capabilities, scalability, and ease of use.
  • Future trends in PIM: Natural language processing and image recognition for automation.

Getting the Ball Rolling With Customer Adoption in B2B Global E-commerce

The fireside chat focused on the importance of customer adoption in B2B e-commerce. Key insights discussed include:

  • Customer adoption impacts revenue growth and sustainability.
  • Develop a customer-centric approach with personalized experiences and data analytics.
  • Address global e-commerce adoption challenges like cultural differences and regulatory compliance.
  • Navigate B2B e-commerce distribution channels for efficient supply chain models.
  • Build a comprehensive customer acquisition strategy using paid advertising and content marketing.
  • Leverage AI for cross-selling and upselling to optimize customer lifetime value.
  • Collaborate with technology partners for customized e-commerce platforms.
  • Embrace emerging trends like mobile and voice commerce for innovative experiences.
  • Measure and report customer adoption metrics for continuous improvement.
  • De-risk e-commerce platforms with fraud prevention and data protection measures.
  • Manage customer expectations for delivery times and product quality.
  • Ensure robust disaster recovery and business continuity plans.
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Where B2B marketers may have some changes to make compared to their B2C counterpoints is in maintaining transparency, authenticity, and ethical standards in marketing and sales. With additional focus in these areas, all the experts who presented agree that long-term relationships with customers will ultimately lead to long-term success…especially for manufacturers and distributors.

To address these areas for potential improvement, the industry expert presentations shared at B2B Online Chicago provided valuable guidance for increasing ROI, developing tech stacks, aligning sales, leveraging e-commerce, and succeeding in the marketplace model. It's clear that by embracing digital technologies, personalization, and customer-centric approaches, B2B businesses can enhance their marketing efforts, streamline operations, and drive revenue growth.

PPC advertising has revolutionized the world of online advertising, allowing businesses of all sizes to reach their target audience and generate conversions. However, managing PPC campaigns can be a time-consuming and laborious process, especially for businesses that run multiple campaigns simultaneously. This is where MarinOne comes in, providing businesses with a powerful and efficient automation tool that can save time, improve accuracy, and increase efficiency.

MarinOne Scripts is a part of MarinOne, a comprehensive cross-channel advertising platform that integrates all of a business's advertising data into a single platform. With MarinOne Scripts, businesses can automate various aspects of PPC campaign management, including adjusting bids, budgets, and ad status based on preset logic. Similar to MarinOne bidding, automated changes to bids and budgets allow businesses to focus on strategic aspects of their marketing program while MarinOne Scripts takes care of the routine tasks. Since MarinOne Scripts leverages Python, users can leverage Scripts that handle spend optimization, keyword expansion, negative keyword mining, data analysis, and ad copy optimization. 

Automate Bidding, Budgets, and Keyword Monitoring

With MarinOne Scripts, businesses can automate bid adjustments and budget allocation, eliminating the need for manual monitoring and adjustment. MarinOne Scripts can also help businesses identify underperforming keywords and pause or adjust them automatically, saving valuable time. Users can customize scripts so that they can chain actions together - ex.everytime a poor performing kw is paused, it is also added as a negative keyword to the original campaign and/or all campaigns. 

Increase Efficiency Based on Performance

Another benefit of MarinOne Scripts is that it increases efficiency. MarinOne Scripts automatically adjusts SmartBidding targets based on performance data, ensuring that businesses get the most out of their ad spend. It can also optimize ad copy to improve conversion rates and reduce cost-per-click. By streamlining the PPC campaign management process, MarinOne Scripts helps businesses improve their efficiency and increase their ROI.

Increase Accuracy with AI

MarinOne Scripts improves accuracy of data analysis as it minimizes the instances of human error - a common problem in manual PPC campaign management. MarinOne Scripts eliminates the risk of human error by automating several aspects of campaign management. This ensures that businesses get accurate and reliable data on their campaign performance, allowing them to make data-driven decisions. It also ensures business continuity in the event that a PPC manager has unexpected time off and is unable to manually monitor and/or optimize PPC campaigns. 

Customize and Scale All Advertising Campaigns Cross-Channel

In addition to saving time, increasing efficiency, and improving accuracy, MarinOne Scripts is scalable and customizable, making it an ideal solution for businesses of all sizes. Whether a business is managing a single campaign or multiple campaigns, MarinOne Scripts can help automate and optimize PPC campaigns across online ad accounts. 

MarinOne Scripts customization capabilities give advertisers the flexibility to create automation rules that are tailored to their unique business goals and objectives. Each script can have pre-defined start and end dates - this way, advertisers can apply scripts that are aligned with their business calendar. As an example, end of quarter spend governance rules may be more flexible than start of quarter so two scripts with complimentary start and end dates would ensure that the appropriate spend governance rules are applied. 

With scalability and customization options, MarinOne Scripts is a valuable asset for any business that wants to get the most out of its PPC campaigns. Speak to us today about getting started and trying MarinOne Scripts for free during the first 30 days.

Why recreate the wheel? New ads are often similar to existing ads. The powerful Copy Tool in MarinOne lets you easily copy campaigns, groups, keywords, creatives, and placements across accounts and publishers. You can also apply Find and Replace during the copy process.

Find and Replace

The Find and Replace feature is also available as a standalone tool, allowing you to quickly make changes to your ads without editing each one individually or dealing with downloading and uploading bulk files. Instead, simply input the text you'd like to find and the text you'd like to replace, then MarinOne will handle the rest. When managing large campaigns with many different assets, such as RSAs, Find and Replace can be a big time saver. 

 Used side by side, the copy tool and find and replace functionality allow you to turn a single permutation of an ad into many different permutations featuring updated brand names, product types, headlines, description lines, display URLs, and more. 

Want to learn more about MarinOne? Take a 3-minute product tour here.

What if I say, “Subscribe to our email newsletter at the end of the article?” Probably, you’ll skip it and forget when reaching the subscription button. Why? Because a compelling call to action is not only about using action words. CTAs should appear at the right place and contain the right words to lead to conversion.

A CTA is a suggestion to people to perform a certain action: subscribe, download an ebook, schedule a call, etc. Website owners place them in various parts of the page, depending on the goals, such as:

  • above the fold;
  • in the middle of an article;
  • next to the lead form;
  • in the right rail and many other places. 

How should you arrange CTAs to encourage the audience to do what’s expected? This post will enumerate some helpful tips for successful call-to-action writing and show real-world examples from various spheres.

Image credit: Freepik

7 Proven Tips for Crafting Effective CTAs

Choose the Right Action Verb

CTAs usually appear precisely at the end of the message. It’s the last opportunity to reach out to consumers and point them in the right direction on their purchase journey. Where can you see them? On buttons, ads, banners, pop-ups, slide-ins, or at the end of videos. In any case, you have limited space for them. That’s why the CTA should be short, concise, and punchy.

Use a command verb at the beginning of the CTA copy. Compare the following variants and think of what will be more effective:

  • Start your 14-day free trial period now.
  • A 14-day trial period is available.

The first option is the clear winner because it tells the audience what to do. Remember that a strong call to action eliminates as much thought as possible. Choose the needed verb to match your situation and purpose, such as:

  • sign up, subscribe, register now/get access
  • download, start free trial;
  • learn more, click here;
  • buy/purchase, shop, order.

Use Power Words and Emotional Triggers

Another crucial component of call-to-action writing is power words. These are words that appeal to emotions and trigger the desire to click. While action verbs tell readers what to do and what will happen after clicking a link, power words subtly nudge people to the desired page. They rely on people’s emotions as a motivation to proceed, such as:

  • fear: mistake, nightmare, painful, crisis, danger;
  • encouragement: amazing, astonishing, life-changing, astounding, effortless;
  • lust: thrilling, pleasurable, mouthwatering, compelling, engaging;
  • anger: misleading, diminish, infuriating, annoying;
  • greed: double, profit, explode, quadruple, extra, reduced;
  • safety: proven, risk-free, moneyback, secure, refund;
  • curiosity: lost, never seen before, unconventional, invitation only, confidential.

A strong CTA is the one people feel, not just comprehend. For example, “Secure your spot for the concert of a lifetime now,” will elicit a different response from viewers than, “Get your tickets for the concert now!” due to phrases like “lifetime” and “secure”. Another way to evoke enthusiasm is to leverage punctuation like an ellipsis or an exclamation mark.

Create Urgency and Scarcity

As most purchases are emotional rather than rational, another motivator can be a fear of missing out (FOMO). It’s one of the most widely-used tactics in e-commerce, where sellers show the number of remaining goods or the time left until the discount expires. So you can do it in the CTA.

The more people think, the less likely they will buy, remember? A sense of urgency/scarcity encourages people to act without much consideration. You can also find FOMO in social proof. If someone uses this product or service, others will be interested in joining the crowd. You can employ this idea in the CTA. Find a problem that your audience is experiencing. Emphasize it, show people they are not alone, and provide a solution.

Highlight the Benefits and Value Proposition

There is hardly anything more persuasive than a benefit. It works as simply as suggesting some perks for clicking the button. In other words, what are consumers going to gain from it? Will it enable people to perform their jobs more effectively, get in shape, or save money? You can add a tangible benefit like a discount or promotion. To show readers the value of clicking, start the CTA with words like “save” or “redeem” like “Save 15% by calling today!”

Or you can combine a USP and CTA in a single statement to persuade potential customers to take action. By highlighting what makes your product or service unique and motivating the user to take a specific action in line with that USP, you can increase the chances of converting them into leads or customers. Here’s an example of a USP/CTA mash-up:

“Get the best deals on luxury vacations - Book now and save 50%!”

Here you mention the action you expect users to perform (“book now”) and bring up a reason to do it (“save 50%”).

Personalize the CTA for the Target Audience

Personalization is one of the easiest ways to elicit emotions. It shows users that you value them and take a genuine interest in guiding them through the purchase journey smoothly. That’s why personalized CTAs can be so effective. According to Hubspot, tailored CTAs outperform standard CTAs by 202%.

Suppose a new website visitor, John, adds some products to the cart but leaves without buying them. You can show an exit-intent pop-up before he closes the tab with a personalized advertising call to action, such as: “John, get 10% off your first purchase! Plus, free shipping on orders over $50. Shop now and start saving!”

But if it was your existing customer, Rebecca, you could show her another pop-up, such as: “Welcome back, Rebecca! As a valued customer, we’d like to offer you 15% off your next purchase. Take advantage of this exclusive offer by making your purchase right away!”

Consider your audience when crafting your message, and address them specifically. You can segment people by age, gender, profession, level of proficiency in using your software, and other traits to offer the most relevant products and services.

Apart from writing a tailored message in your CTA, personalization can also be achieved by using new tools for sales documents creation. If you go with an interactive sales deck or proposal, you can add an impactful CTA by embedding your own calendar in the message, so that your potential customer can book their next meeting simply by reading your proposal.

Include Numbers If Relevant

Numbers catch the readers’ attention because they stand out on the page with text. So it’s another way to persuade people to click. Numbers also provide information that audiences want, like phone numbers, pricing, or advantages. For example, “Learn a new language in just 30 days with our intensive course.” It’s easy to spot the numbers, so viewers will immediately grasp the possible advantages of responding to your CTA.

You can also include a price in the ad copy and CTA. Why should you do it? On the one hand, you may scare away users from clicking the button and reading more about the product. On the other, if people deliberately respond to the ad knowing about your pricing, it shows their interest in the offer. It reduces the chances of bouncing from the landing page, increasing the return on ad spend.

Test and Optimize the CTA

Calls to action are tricky since you won’t know how effective they are until you put them to the test in real life. An idea that seems terrific on paper may not work well in practice. Thus, you need to understand why the CTA performs poorly and what doesn’t appeal to viewers. But how do you determine the need to change something? Through A/B testing.

A CTA is one of the most accessible and suitable page elements for the A/B test. A small change in word choice can have a significant impact. A/B testing lets you find the best option not only in terms of wording but also in placement, colors, size, etc.

Examples of Incredible CTAs

Now that we know the best practices for organizing CTAs, let’s examine how different companies do it. We’ll analyze call-to-action examples of online stores, SaaS companies, and nonprofit organizations.

E-commerce CTAs


Screenshot taken on the official Converse website

The first example under consideration is from Converse, a renowned lifestyle brand. The company uses several tips mentioned above:

  • the language is simple to comprehend;
  • numbers are showing the benefits of performing a particular action, such as 15% off the next order for signing up;
  • the CTAs stand out from the rest of the content because they are bold or contrasting.

Ulster Weavers

Screenshot taken on Ulster Weavers

In this example from Ulster Weavers, we see the emphasis on FOMO. The bag is at a lower price, but only one item is available, so the retailer leaves us less time to think but to click the “Add to Cart” or “Buy it now” button.

Kusmi Tea

Screenshot taken on the official Kusmi Tea website

Kusmi Tea decided to play with words and use the CTA “Enjoy now” instead of a basic “Click here” or “Shop now”. Don’t be afraid to get creative, as Kusmi Tea does in this screenshot. You can also notice that there is a lot of space around the button. This trick and the contrasting black color on the orange background make the CTA more visible.

Service-Based Call-to-Action Examples


Screenshot taken on the official Salesforce website

Here we can see several CTAs. Salesforce directs the viewer’s attention to them in the following ways:

  • “Start free trial” is in the hero section of the website and is filled with color. So we understand it’s more important than the “Watch demo” button next to it.
  • “Try for free” is filled with a contrasting green color for more emphasis. It also denotes no obligation to pay at the moment of clicking.
  • The “Let’s chat” button is also noticeable. The photo on it aims to create a personal connection with the visitors and increase the likelihood of them engaging in a chat.

Time Doctor 

Screenshot taken on the official Time Doctor website

When adding creativity to your CTA, be careful with misleading users. For example, the screenshot from Time Doctor illustrates two CTAs on the exit-intent pop-up: 

  • “Yes, help me increase my team’s productivity.”
  • “No, I don’t need insight on what my team is doing.”

Unfortunately, they lack information about what will happen after choosing each. While you may guess the second button will close the pop-up, the first one may be confusing. Will I schedule a call, download the app, or get to the checkout page? No idea.


Screenshot taken on the official Exabytes website

This screenshot from Exabytes demonstrates a personalized approach. The CTA contains a personal pronoun, “My”, creating a sense of ownership and exclusivity in the customer’s mind.

Nonprofit CTAs

Elevation Church

Screenshot taken from the newsletter from the official Elevation Church website

It’s an email from Elevation Church. We can see that the organization displayed creativity in its “READY. SET. SHOP” advertising call to action. What may be the reason for that? It can be a powerful way to reach younger generations and differentiate an email from other generic promotions.

African Wildlife Foundation

Screenshot taken on the official African Wildlife Foundation website

Another nonprofit with impactful calls to action is African Wildlife Foundation. They are one of the first things you notice on the page. CTAs are concise and inspire supporters to learn more about the organization or donate immediately.

Over to You

Calls to action are indispensable elements of web forms, ad campaigns, emails, and social media content. What are the tips for designing them? We’ve looked at the top seven strategies, including:

  • beginning with a powerful verb;
  • appealing to emotions;
  • leveraging numbers;
  • offering benefits;
  • instilling a sense of urgency;
  • personalizing CTAs according to user preferences, behavior, and types;
  • testing various aspects of CTAs thoroughly.

These tips will help you amplify your conversion rates and find the key to your audience.

Let’s face it, URL tracking parameters are an essential part of the digital marketing experience but can be tricky and time-consuming to get right. So we’ve made it easy with the upgraded URL Builder in MarinOne. Best of all, the built-in autocorrect automatically identifies and fixes URLs incorrectly set up.

The MarinOne URL Builder allows you to create, apply, and manage Tracking Templates, Custom Parameters, Redirects, and more across publishers and tracking solutions in MarinOne. Currently, the MarinOne URL Builder supports Google, Microsoft, and Yahoo! Japan. In addition, it automatically handles encoding if you are using redirects and makes managing custom parameters a breeze.

Think of your URL tracking templates as the building blocks for your tracking. Typical integrations see one tracking template used for one set of query string parameters. 


The URL Builder makes managing redirects simple. You can customize your URL by specifying the precise redirect you plan to use and any encoding. 

  • None: Select this option if no redirects are needed.
  • Single: For URLs with a single redirect.
  • Double: For URLs with a double redirect.

If you use Single or Double redirects, you will also have the option to use the corresponding encoding. 

The Final Template (Preview Field)

As you build out your landing page, redirects, and custom parameters, you will see your Template Preview start to build out at the bottom of your tracking template. 

This template is a combination of three things:

  • Redirect URL (if used)
  • Landing Page
  • Landing Page parameters

Custom Parameters

Google Custom Parameters allow you to specify URL snippets (in the form of key/value pairs) that can be substituted by Google when Google serves the ad. Custom parameters will only be substituted into a Tracking Template when explicitly referenced. 

For example, if your Tracking Template is: http://www.example.com?mkwid={_mkwid}

And your keyword custom parameter is {_mkwid}=abc123; the URL in the ad for that keyword will contain the resolved custom parameter: http://www.example.com?mkwid=abc123

where abc123 represents the specific object (Keyword, Placement, Product Group, etc.).

Bulk Upload can set Custom Parameters for any Google objects. However, by defining them in the URL Builder, you can let Marin add them automatically. Because Custom Parameters can contain URL snippets that differ across objects, most custom parameters defined in the URL Builder will be Marin Macros. 

To set up the URL Builder so that all keywords are given a custom parameter containing Marin’s unique tracking parameter, you would define: {_mkwid}=[uniq_id] in the URL Builder, and the appropriate value will then be substituted into each keyword when the URL Builder settings are applied. The example keyword’s [uniq_id] resolved to “abc123” in the case above.


The URL Builder can apply URL settings to objects when they synced into Marin. This automatically adds tracking and corrects mistakes when campaigns sync into Marin. Set your Autocorrect preferences to On, Off, or Warn; these settings will apply to your entire MarinOne Client Account.

Want to learn more about MarinOne? Take a 3-minute product tour here.

Providing a great customer service experience can help you get ahead of your competitors, and there are plenty of statistics that can prove it. If your website doesn’t offer a great visitor experience, you could be missing out on a bi     g opportunity to provide value that will impact your conversion rate. 

To get a high return on your website's hard-earned traffic, you need more visitors to take the action you desire. By running a customer-centric conversion rate optimization (CRO) audit, you can gain deeper insights into your users’ needs, discover which parts of your site are actually maximizing conversions, and run tests to see what’s working and what’s not. 

In this guide, we’ll explain everything you need to know, from what a CRO audit is to how you can get started. 

What is a conversion rate optimization audit?

A CRO audit is a comprehensive evaluation of a website's design, structure, and content with the aim of improving the site’s conversion rate. The goal of a CRO audit is to identify the barriers and pain points that are preventing website visitors from completing the desired actions, such as making a purchase, filling out a form, or signing up for a service. 

The process involves analyzing website data, user behavior, and customer feedback to gain a deeper understanding of the user experience and determine which elements can be optimized to increase conversions. By conducting a CRO audit, businesses can make data-driven decisions to improve their website and achieve better results.

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Why is a CRO audit important?

A CRO audit can lower your customer acquisition costs by generating increased value from the visitors and users you already have on your site. CRO audits also help you identify bottlenecks in your conversion funnel, and can provide valuable data, enabling you to make informed decisions about website and marketing strategies, which can ultimately lead to increased customer engagement, loyalty, and revenue. In addition to improving traffic quality, CRO audits also allow you to pinpoint prospects’ behavioral characteristics so you can better meet their needs. 

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CRO audit checklist

Here’s a handy CRO audit checklist to make sure you don’t miss anything important. 

Define key conversion actions

Before embarking on your CRO journey, take time to set conversion goals and plan which conversions to track. Conversions can be defined as a user action that brings users closer to becoming a paying customer. 

To accurately determine the key conversions for your business, it's important to involve various stakeholders and gain a clear understanding of what conversion means across your organization. In addition to tracking macro conversions like purchases and subscriptions, consider micro conversions along the customer journey, such as adding a product to a wish list or watching a demo video.

Concentrate on priority pages

It's important to prioritize analyzing pages that have the greatest potential to impact your conversions. To determine the most impactful pages, consider both the amount of traffic the page receives and where it fits in the customer journey.

You'll want to focus on pages that are both conversion-oriented and have a healthy traffic volume, as this will allow you to quickly see the results of your optimization efforts and determine if you're headed in the right direction. However, it's important to note that top-of-the-funnel (TOFU) content, which is designed to create awareness about a product, often receives a lot of traffic, but may not lead to direct conversions since it's positioned at the beginning of the customer journey.

Instead, consider prioritizing pages that serve as key touchpoints in the customer journey, such as specific landing pages designed to convert, or pages where users sign up for demos or download whitepapers or ebooks. 

Analyze user behavior

Once you have a good understanding of which conversion actions and pages you want to audit and optimize, the next step is to analyze the behavior of your website's visitors to gain insights into their engagement and conversion patterns. Use the goal conversion tracking feature in Google Analytics and enable event tracking to monitor key conversion actions such as purchases, newsletter signups, and webinar registrations.

Use Voice-of-the-Customer (VoC) insights

To truly understand what users want and need, go beyond quantitative data. Studies prove that businesses that place more focus on their customer experience end up increasing their revenues by 4%–8% more than their competitors. They also show that VoC programs result in 55% higher retention rates.

With statistics like these, it’s important to conduct customer research and interviews to uncover the motivations behind conversions and the barriers preventing users from becoming customers. Get a clear understanding of what users think about different elements of your site and gather more information about your customers through surveys. With this information, you can address specific pain points that are hindering conversions, enabling you to make improvements where needed. 

Combine qualitative and quantitative data

This approach will provide you with a comprehensive view of user satisfaction, objectives, and obstacles, enabling you to identify which factors are preventing conversions. When your CRO audit is complete, pinpoint areas for improvement and focus on eliminating friction points. Look for opportunities to make simple and effective changes that will quickly enhance the user experience.

Form a conversion hypothesis

Develop a clear hypothesis to guide your testing efforts and identify the changes that will have the greatest impact on conversions. Zero in on specific pages and site elements that can be optimized to better meet customer needs. 

For instance, if you observe low time-on-page and high bounce rates on a crucial landing page, gather more user insights to determine the cause. It could be that the messaging is not connecting with your target audience. In that case, your hypothesis could be: "If we incorporate use cases that are more relevant to our target audience, the conversion rate on this landing page will improve by X%."

Alternatively, if your "book a demo" page has a low conversion rate and users say they are not signing up because the time commitment and logistics of the demo call are unclear, your hypothesis might be: "If we clearly detail the length of the demo and what it will entail above the fold, twice as many users will book."

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Top 5 CRO strategies 

The purpose of a CRO strategy is to convert more visitors into paying customers. By following these five steps, you can maximize your marketing efforts:

Include CTAs in blog posts

Although including CTAs in blog posts is a best practice, visitors don’t always take the action you desire. Users who have become all too familiar with banner-like information tend to ignore them, while other visitors don’t always read through an entire post to actually get to the CTA. For cases like this, text-based CTAs are your next best option. As text that’s linked to landing pages and usually styled with a Header 3 or Header 4 title, these text-based CTAs are an alternate method for converting more traffic into leads than regular CTAs that may otherwise be placed at the bottom of a page. 

Use lead capture pop-ups

A lead capture pop-up is designed to capture attention and provide value to your visitors. There are several types of pop-ups to choose from, including a slide-in box, drop-down banner, or pop-up box. When compared with standard CTAs, lead captures typically generate higher click-through rates and more submissions. 

Implement A/B testing for landing pages

A well-designed landing page can make a huge impact on your conversion rate optimization efforts. Your landing pages are where website visitors can transform into leads or where existing leads can engage more deeply with your brand. The more landing pages you have, the more targeting opportunities you have. Running A/B tests can help you optimize them and determine which design and content elements are most effective. 

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Consider using marketing automation software. Doing so will help your team be more productive, and will encourage leads to be more independent. For instance, with marketing automation, emails can be scheduled and leads can easily book meetings with reps while reps get notifications of high-intent user actions.  

Leverage re-targeting to re-engage website visitors

To re-engage people who left your website, leverage re-targeting. For your re-targeting efforts to be successful, provide visitors with a compelling offer, make sure your copy is well crafted and use engaging visuals. 

Getting started with CRO auditing

Conducting a CRO audit is well worth the time and is a wise investment. It can reveal friction points on your site that may otherwise go unnoticed, and it’s critical for optimizing conversion rates. 

To learn more about how MarinOne can help you get started, request a free demo today.

To connect with audiences on Google’s feeds, your ad creative should include high-quality visual experiences combined with the perfect blend of authentic, captivating messaging and an appropriately-sized ad. With the right balance, you can attain peak performance on Google, drive more sales to increase your company’s bottom line, and hit your benchmarks to get the best results. After all, Google’s Display Network reaches 90% of the world’s internet users. 

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In this article, we’ll walk you through:

  • Why Google Display Advertising matters 
  • Different ad sizes and formats
  • How to set up a Google Display Ad campaign
  • Five best practices to make sure you succeed

The importance of Display Advertising

Differentiate your brand

With your competition targeting the same prospects, it's crucial to differentiate your business. The advantage of visual imagery is that display ads can be used to distinguish your brand in the minds of potential customers — and they’re a great way to interrupt consumers who are considering giving your competitors their business instead.  

Generate brand awareness

According to the marketing “Rule of 7,” on average, a customer encounters a brand at least 7 times before doing business with them. Display advertising offers the advantage of widespread exposure, making brand awareness its greatest benefit. Because it has such an expansive reach, it’s not surprising that statistics indicate an annual growth of 7.91% with a market volume of $226.80 billion is likely by 2027. To make your brand known, get in front of consumers before they need your products or services. This way, you have a better chance of being considered when they make a purchasing decision, since they’ve encountered your brand time and again.

Increase performance of your other ads

A more recognizable brand leads to higher engagement with all of your marketing efforts, including search and social ads. Display ads, in particular, can complement and reinforce the messaging of other ads, strengthening your overall marketing campaign, and leading to better results. In fact, studies have shown that after seeing a display ad, 27% of consumers will conduct a search for that business. 

Improve results with retargeting

Most potential customers don't make a purchase on their first visit to your website. Even if they click on your ad, they often leave without taking any action. However, retargeting display ads help address this issue by targeting individuals based on their past behavior online, including those who have previously visited your website but didn’t convert. Display advertising is a highly effective approach that can help you go the extra mile to seal the deal and engage the consumers who already know about your business. 

Google Display Ad formats

Google offers two main formats for display ads: uploaded and responsive. 

Uploaded display ads

If you have access to the design resources to create display ads from scratch, go ahead and use image formats such as JPG, PNG, or GIF for Google Display Ads. However, keep in mind that even if you’re eligible for a specific placement, your ad may not be displayed if it does not meet the required size specifications for that placement. To maximize visibility, it’s advisable to upload different sizes of each ad.

Responsive display ads

To make the creation of display ads more manageable, Google introduced responsive display ads, which later became the default ad type for display campaigns. With this feature, you only need to supply visual elements (such as images, logos, and videos) and basic ad copy. Google will then test different combinations to find the most effective versions. Additionally, responsive display ads are designed to automatically adapt to the size requirements of each web page, making it easier to display your ads on a variety of sites.

Google Display Ad sizes

If you plan to use uploaded display ads, here is a list of some of the most commonly used display ad sizes you’ll need to know:


  • 300×200
  • 300×50
  • 300×100


  • 300×250
  • 336×280
  • 728×90
  • 300×600
  • 160×600
  • 970×90
  • 468×60


  • 250×250
  • 200×200

The most popular Google Display Ad sizes

Of all the different Google Display Ad sizes, the following are the most popular and widely used.

Wide Skyscraper 

160 × 600 px

Large Skyscraper

300 × 600 px

The “1.91:1” 

600 × 314 px


728 × 90 px

Large Leaderboard

920 × 90 px

Mobile Leaderboard

320 × 50 px

Video ads

300 × 60 px

Large Rectangle

336 × 280 px

Medium Rectangle

300 × 250 px

Large Mobile Banner

320 × 100 px

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Setting up a Google Display Ad campaign

If you’re ready to get started, just follow this step-by-step checklist:

  1. First, log in to your Google account. 
  2. Next, click New Campaign.
  3. From there, select Display.
  4. Then, Google will ask you to provide your website.
  5. Be sure to give your campaign a name that’s descriptive and memorable. 
  6. Select your language and your location targeting. 
  7. Determine your budget and bidding strategy.
  8. Develop your targeting parameters for this campaign.
  9. Provide your copy and upload creatives.
  10. Then, review all of your desired settings.
  11. Lastly, go ahead and publish your new campaign.
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5 best practices for Google Display Ads

To maximize your return on Google display ads, consider implementing these top five best practices:

Bid adjustments

Once you’ve collected enough data from your display campaigns, you can make informed decisions about the performance of your keywords, affinity audiences, and so on. Bid adjustments, which can be set at either the ad group or campaign level, allow you to turn these performance insights into action.

A positive bid adjustment for an ad group instructs Google Ads to raise your maximum cost-per-click (CPC) bid when one of the ads in that ad group is eligible to be displayed. On the other hand, a negative bid adjustment tells Google Ads to decrease your maximum CPC bid for that ad group.

Simply put, bid adjustments are an effective way to increase the gains from your top performers and reduce your losses from poor performers. 

Focus on top-performing search keywords

If you’re interested in keyword targeting, start by using your most successful search keywords. If you have groups of keywords that have driven few conversions or clicks, you may want to test them on the display network as well.

Keep in mind that consumer intent between the two Google Ads networks can be different, but if your search ads are performing well in terms of clicks and conversions, then the keywords behind them have likely proven to be effective.

Analyze referral traffic

Google Analytics provides a wealth of information, and for display advertisers, the referral traffic report is extremely valuable. It shows which websites are linking to your website the most, essentially indicating which websites attract audiences who would benefit from your product or service. 

These websites are ideal for displaying your ads since you know that the audience is relevant and therefore, you can be confident that you’ll see returns from the impressions and clicks made on those ads.

Make your value proposition clear

Consumers have become highly familiar with display ads, so it's easy for prospects to overlook them while scrolling. To avoid missing out on opportunities and wasting resources, it’s crucial to make sure your display ads stand out and grab the attention of your prospects.

The visual design of your ads, including the color scheme and typography, contribute to this, but the real key is having a clear and impactful value proposition that is prominently displayed on your ads. 

Create strong headlines

Most responsive display ads will prompt you to write four required pieces of copy:

  • A short headline (25 characters)
  • A long headline (90 characters)
  • A description (90 characters)
  • Your business name (25 characters)

When it comes to headlines, keep in mind that Google Ads will not display both headlines simultaneously, and that Google Ads may exclude your description. This means that when your Responsive Display Ad (RDA) is displayed, there is no guarantee that your description will accompany either headline. With this in mind, it’s essential to ensure that both headlines effectively convey the unique value of your business or offer on their own. 

Get your Google Display Ads noticed

Using Google Display Ads as part of your campaign can be a powerful tool for increasing traffic to your site and helping customers make their way through the conversion pipeline. 

When integrated into a comprehensive marketing strategy, Google Display ads can amplify your campaign’s success. It plays a crucial role in elevating brand awareness at the beginning of the buyer’s journey, as well as re-engaging repeat customers with personalized promotions and offers. Clearly, display advertising is a valuable tactic and can be leveraged at various stages of the buyer’s journey to maximize marketing outcomes. 

To make sure your Google Display ads are as effective as possible, reach out to the experts at MarinOne today. We can help align your marketing efforts to take your campaign to the next level.

All businesses must undergo a change at one point or another. Whether it's a change in leadership, organizational structure, or technology, companies have to adapt to remain competitive. 

But change can be disruptive and stressful for employees—and without a well-planned change management strategy, organizations may fail to achieve their desired outcomes. 

Case in point: 70% of change initiatives fail due to employee resistance or unproductive management behavior. Luckily, you can mitigate this risk by creating an effective change management plan and ensure a smooth change transition.

This article will explore the steps to develop a change management plan, including the skills needed to lead a successful change effort, common reasons why change management plans fail, and how to avoid these pitfalls.

Why you need a change management plan

As an organization undergoing change, you must prepare your employees for what lies ahead. Change can be difficult for everyone involved. But if you have a process they can follow, it makes the transition easier and en