Today’s retail advertisers have to constantly deal with many different factors simultaneously - direct competition, changes in consumer behaviors, and staying on top of industry innovations and trends, just to name a few. All of this can be quite overwhelming, especially with the holidays quickly approaching.
To alleviate the stresses of the season for retail advertisers, we’re excited to announce the general availability of PositionLock™, an intraday, position-based bid optimization solution designed to help marketers maximize visibility, traffic, and conversions throughout the day. Using PositionLock, retail advertisers can rest a little easier this holiday season, especially during peak online shopping days and hours of the day.
PositionLock relies on a new, patent-pending algorithm that leverages ad position data captured throughout the day to intelligently set optimal bids and bid boosts to keep advertisers’ ads in desired ad position ranges.
For example, using PositionLock, a retail advertiser whose sales come primarily from mobile devices can opt to have their best-selling product terms appear between positions 3-5 for desktop and 1-2 for mobile.
Marin is the only digital advertising platform that allows advertisers to automatically optimize preferred position ranges, by device, throughout the day.
With the holiday shopping season already starting to ramp up, Marin’s PositionLock™ is an excellent solution for helping retail advertisers ensure they’re visible in the top ad positions for their best-selling product terms or important brand terms.
If you’re a retail advertiser looking to improve brand awareness, visibility, or traffic quality over the holiday shopping period, we’ve highlighted five example use cases to show how using PositionLock can help you meet your goals.
Maximize visibility over the holidays
Most retailers have product terms on seasonal items that PositionLock can maximize visibility on during peak shopping season days. With PositionLock’s intraday bidding capabilities, you can adjust these positions throughout the day, and especially during peak online shopping hours. Additionally, as inventory comes and goes, you can easily adjust bids to promote certain inventory over others more aggressively through higher ad placements.
Stay ahead of the competition
Competition for the top ad positions on search isn’t going away anytime soon, as it’s been shown that consumers on search are more likely to click on higher-ranked ads. To help you achieve your desired positions, PositionLock lets you take your non-branded terms and ensure that they outrank competitors. This is especially useful when it comes to advertising popular seasonal items that face a lot of competition.
Increase brand awareness
According to a study by Google, search ads lifted top-of-mind awareness of brands an average 6.6 percentage points. This study highlights the clear opportunity for retail advertisers to effectively create the perception that they’re leaders in a particular product category, by appearing in a top ad position for the related product terms.
For example, a retail advertiser who wants to be known for selling “high-end fashion apparel” could use PositionLock to improve brand perception for these types of products by appearing in a top position for this term.
Highlight promotional products
When it comes to launching new products, PositionLock can be beneficial to businesses across all verticals, but especially retailers this holiday season. With PositionLock’s ability to achieve top ad positions, you can easily drive visibility for new product terms with a relevant promotional message in the copy.
Customize desired ad position by device
Today’s consumers have an average of three devices and studies have shown that each device type is used differently. Consumers on desktop devices tend to do more detailed research, whereas mobile users are often looking for fast and quick pieces of information (e.g., phone number, address, etc.)
With PositionLock, you can bid to the optimal ad position for each device to help achieve maximum ad performance across devices for a particular search term. For example, if you know you can achieve optimal performance by appearing between positions 3-4 on desktop but must appear between positions 1-2 on mobile, with PositionLock you can easily customize device-specific preferences and achieve your device-specific ad position goals.
These are just a few examples of the many scenarios in which Marin PositionLock™ can help advertisers gain better position-based performance results across devices. For information on this feature, reach out to your Marin Customer Success Director. If you’d like to learn more about how Marin Software can help you implement an intraday optimization strategy, feel free to get in touch.