The publishers don’t know your promotional calendar. They should.
To understand and optimize your paid media campaigns, you must understand crucial dates for your company, including your promotional calendar and competitor promotions. Google doesn’t know your promotional calendar. Your reporting system should help you connect significant changes to your performance to these key events. When optimizing campaigns, upcoming events should learn from past sales performance.
Unfortunately, publisher tools aren’t aware of your marketing calendar. Let’s fix that.
Integrate your marketing calendar with your marketing data
Marin’s Marketing Calendar connects your key events with your performance data, showing the correlation between key business events and performance. You can even upload past and future events in bulk. Marin automatically summarizes the impact of events across any of the metrics in the system.
With Marketing Calendar, you'll stay ahead of the competition and make data-driven decisions that help you work smarter and sell more.
Understand performance by event and by category
Events can be as simple as a name and a date. For a deeper level of customization, add optional attributes such as category and description to provide detailed insights.
Leverage Events to connect campaigns across channels
Launching a big influencer campaign on TikTok? Have you launched a new product and you want to see how your social media strategy is impacting your conversions on Search? With Marketing Calendar, it’s easy to see the impact of these actions across all your channels. Simply add them as Events and let Marin do the heavy lifting for you.
Improve Forecasting with Event data
The Marketing Calendar feeds Marin’s innovative AI capabilities with better, more tailored data to improve optimization and maximize their ROAS for important promotional dates, ensuring campaigns align seamlessly with business objectives. No more driving in the rear view mirror! Marin’s Forecasting knows what to expect and includes the promotions in its predictions.
Adjust bids to your promotional calendar
Marin adjusts for changing conversion rates and volumes before, during, and after a sale…automagically. With event dates, Marin Bidding has additional signals to better predict these changes in performance. Marin understands the impact of events by category, and you can even map specific events to Marin Strategies if they only affect a subset of your business.
Understand the impact of competitive moves
Track the impact of competitors’ promotions on your performance by including competitor Event data in Marin. The average Marin customer stores over four years of online data in the platform and can easily filter data sets to show performance during competitor promo days vs non-promo days. Armed with these Insights, you can determine whether you should have a more defensive or offensive posture during competitors’ promotional periods.
Customize your promotional date strategy
Adjust promotional campaign settings and strategies based on performance data from previous instances of the same promotion. For example, if promotional campaigns have the same impression share as non-promotional campaigns but have a higher Conversion Rate, an advertiser might consider updating bid strategies to be more aggressive during the promotional period or use Ascend to account for the expected increase in Conversion Rate.
Monitor promotional strategy impacts in real time
Marin’s Marketing Calendar can ingest future Event dates so that users performance data seamlessly aligns with their Event dates on launch date. This allows you to monitor promotional performance compared to non-promotional performance in near-real time.
Get started today
Marketing Calendar is valuable for businesses of all sizes and industries. Marketers, advertisers, and campaign managers can leverage this feature to enhance their online ad campaign strategies, track important event-based performance against a defined time period, and improve overall marketing efficiency. Reach out to your Marin representative today to get started elevating your marketing game. Not a Marin customer yet? Sign up for a free trial to learn how Marin’s powerful AI and intelligent automation can take your paid media to the next level.
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case study
Fusion92 simplifies budget management and increases conversions 10% with Marin
Are you spending too much time managing a large number of budgets?
Could you get more from your campaigns by reallocating spend to top performers? Fusion92 asked these questions about their paid search program, and Marin had answers. Marin's performance management tools helped them save time and improve conversion volume.
Background
The Fusion92 team has a client that provides non-clinical administrative services to private dental practices. The client manages the business side so the doctors can focus on serving patients. The client also offers search marketing services to help practices acquire new patients, and the Fusion92 team manages those paid search campaigns.
PPC for B2B: a Performance Marketing Survey Report for 2023
To help you stay on the leading edge of performance marketing, we surveyed over 300 B2B marketers to uncover actionable insights that will help you improve the performance of your PPC investment. Through a Marin and LinkedIn partnership, we sought out to understand what B2B marketers face right now and how they are dealing with a complicated market. Read the full report to get a better understanding of how B2B marketers are changing their approach this year.
What You'll Learn from the Report:
How budgets have changed through the years 2020 to 2023 and how budgeting complexities affect the work of advertisers this year.
What challenges are most prevalent this year and how other marketers like you are adapting.
The critical role audience targeting plays in your success, especially during a recession, and some interesting trends relating to targeting techniques.
The types of content and campaign management techniques are currently helping advertisers move buyers through the sales funnel.
What paid social or PPC channels are providing the best ROAS or conversions for B2B right now.
What to do if your Google Ads campaigns aren't hitting their spend targets
Even the most experienced PPC marketers sometimes struggle to spend their whole budget. This could be due to a myriad of factors, and even well-optimized campaigns encounter this problem. Here are some reasons your campaigns may not be spending as much as you’d like and how to remedy them.
1. Quality Score is too low
A low quality score will lead to low ad rank, which will prevent your ad from serving as frequently as possible. You can check your score by adding the ‘Quality Score’ column to your Google Ads report. The score can range from 1-10, and a score of 8-10 is considered very good. If your score is below 8, there’s room for improvement.
To improve your Quality Score, start by increasing ad relevance. The easiest way to do so is by including your target keywords in your ad copy. Try to incorporate several target keywords into your headlines and descriptions.
It’s also helpful to include those same keywords in your landing page copy. The quality and relevancy of your landing page can significantly impact your score, so be sure that your ad messaging is aligned with what is on your landing page.
Your landing page's user experience also impacts quality score, so an LP audit could be a great next step. Key factors to consider are page load time and the strength of the call to action on your landing page.
Your call to action should be aligned with the copy in your ad. A common mistake is to send ads for specific products or categories to a generic page. If you are running an ad for women’s boots, for example, your ad should send searchers to a ‘women’s boots’ filtered landing page rather than a generic landing page that features all the shoes you sell.
2. You’re not targeting enough keywords
Expanding keyword targeting will allow the algorithm to serve your ads to more people. Start by looking at your search query report. This will give you an idea of what people are looking for, and you can incorporate relevant search terms as keywords.
I had a client who kept increasing their campaign budget and loosening their CPA target, but spend stayed flat. We found that they were simply not bidding on enough high-volume search terms.
The process of manually combing through search terms reports to find new target keywords was tedious and kept getting put on the back burner, so they decided to automate it with Marin. The client gave us the criteria for what they would want added: keywords with at least ten conversions over the past 30 days and a cost per conversion of $30 or less. We applied those settings in Marin, and the platform now scans their search query report each week and adds any search terms that fit their criteria as keywords. Since implementing this solution, spend has increased considerably, and CPA is still on target. If that sounds interesting, you can learn more about Marin’s customizable automations here.
Also, consider match type expansion. If you are just targeting exact match keywords, add some broad match variations to get your ad in front of more people. This will also help with keyword research by generating new terms in your search query report.
Another way to conduct keyword research is to make a list of topics relevant to what you are advertising and then list the terms you think your target audience would search for to find information on those topics. You can also research competitors and see what kind of verbiage they are using on their websites and ads to get more keyword ideas. Google Ads Keyword Planner is also a great tool that you can use to discover more keywords and find out how popular they are.
3. Bids are too low
If your bids are too low, your ads will not be served. Increasing bids can also result in a higher average position on the page, which will increase click-through rate.
For manual bidding, I’d start by increasing bids by 10-20%, then continue to make weekly increases in small increments until you reach your desired level of spend. If you are bidding to a CPA or a ROAS target, consider a less competitive target.
You could also switch to a maximize clicks strategy in Google or a target impression share strategy in Marin to rapidly increase traffic. These strategies will try to spend your full daily budget as efficiently as possible and will likely spend more than tCPA or tROAS since they aren’t restricted by an efficiency goal.
Implementing dayparting is another way to increase bids. You can strategically increase bids only during certain times and days of the week when you typically see better performance.
Also, people often forget about device modifiers. Removing any negative modifiers you have in place should increase spend.
4. Geo-targeting is too narrow
Increasing location targeting can expand the reach of your ads to more potential customers. It may not make sense for every business, but it is worth testing for many. Some potential customers may be making relevant searches, but they are not within the campaign's target area. You can also consider reallocating some of your budget to other campaigns with more broad targeting.
5. Your budgets are spread too thin
You may have more campaigns than you need, and the campaigns you do have may not be built out enough. Consider consolidating campaigns that share similar themes and goals. When you consolidate campaigns, use top-performing assets for the ads and add some new assets and copy to test out what works best. When you consolidate similar ads into one campaign with one budget, Google’s algorithm will be able to distribute that budget across more search terms, leading to higher overall spend.
You can also try shared campaign budgets. With shared budgets, the campaigns getting the most traffic will have room to spend as much of your budget as they need. This way, you don’t have to worry about allocating a daily budget to each campaign.
6. You don’t have time to focus on budget allocation
If you manage a lot of campaigns, it can be difficult to keep track of all those budgets. It’s also challenging to keep up with market trends and understand which campaigns have potential to spend more. That’s why we created Marin Ascend, an AI-powered tool that automates the process of reviewing daily budgets and distributing spend across campaigns. It predicts each campaign’s future performance to determine where your money should be allocated. Just set one monthly spend target for a group of campaigns and Marin will take it from there.
I had a client who had one budget for a group of campaigns and wasn’t sure how to split it up. I showed them Marin Ascend and explained that it would decide how to distribute budget based on past performance and forecasted future performance. We were even able to review the forecasted results before enabling the tool, and since the predictions looked great, my client decided to give it a go. Ascend then shifted their budget between campaigns throughout the month based on its AI-powered daily performance forecasts. After using Ascend for a month, my client finally hit their monthly spend target, and overall cost per conversion decreased by 76%!
If you are only using one or two campaign types, it may be time to expand. Different campaign types will help your ads connect with people in different places. It is best practice to run search campaigns alongside additional campaign types. For example, you can run a search campaign and a PMax campaign that target the same topic. The PMax campaign will reach people across more areas of the web, which will build brand recognition and result in more clicks or searches later on. You could also test a video, display, or Dynamic Search (DSA) campaign. Running new types of campaigns can be an effective way to spend your remaining budget and is a good way to test if those campaign types work well for your business.
8. You need to try other publishers
If after trying out these solutions you still are unable to spend your budget, it may be time to expand to other publishers. Marin makes it easy to copy campaigns from Google to Microsoft if you’re looking to expand to Bing. You can manage campaigns from all your publishers directly in Marin to keep track of budgets and performance in one place. You can even have shared budgets across different publishers.
I had a client who wasn’t able to spend their monthly budget, but they were achieving over 90% impression share on Google. I suggested that they expand their paid search ads to Microsoft. Thanks to Marin's Copy Tool, this was a simple process for their team. They copied a few of their top-performing Google campaigns to Microsoft and immediately spend started to increase.
Marin Ascend enabled their Google and Microsoft campaigns to share one budget so that they never missed an opportunity to spend. The tool’s optimization suite made it easy for them to manage an additional publisher by setting up automations in Marin that optimized campaigns in each publisher simultaneously. Interested in learning more? Click here to schedule time with a member of my team.