What's New

Google is retiring the version of Google Analytics we have all been using for years and requiring us to move to Google Analytics 4 (GA4). Because GA4 is built on an entirely new data model, we need to set up GA4 from scratch. This post is intended to highlight a few topics for consideration as you manage this upgrade from Universal Analytics (UA).

What is different about GA4?

Mobile First:  GA4 is built around an event-driven data model that tracks user interactions across different platforms and devices, providing marketers with a more holistic view of user behavior. UA, on the other hand, is pageview-based, meaning it tracks website pages' interactions and doesn't provide insight into user behavior outside the website. Additionally, GA4 uses machine learning to analyze user behavior and provide deeper insights into audience demographics, interests, and behaviors.

Events First: In UA, Goals were the focus of any conversion-related analysis and were set up in Google Analytics. Not in GA4. Everything is an Event and there are four type of events. Events can be marked as Conversions in GA4 for use in funnel reports. 

To get the most from GA4, you will want to configure the events in Google Tag Manager although you can define up to 30 custom events in GA4 directly. Instead of a few pre-defined parameters (Label, Action, etc.), events can have multiple custom-defined parameters to align with how they are used. 

Google offers a Goals Migration Tool that can be used for Destination Goals and Events, but they recommend restructuring your events to match the GA4 data model.

Goodbye Views, Hello Data Streams: GA4 maintains Accounts and Properties, similar to UA, but the concept of views is gone. Views were often used to filter your data to focus on a subset. In GA4, each data is collected from one or more Data Streams (websites, apps, or other digital properties), and any filtering must be done in Google Tag Manager.

Farewell Bounce Rate, Welcome Engaged Sessions: Because page-oriented metrics like Bounce Rate don’t translate to a mobile app, GA4 is focused on session metrics. One casualty is Bounce Rate. The closest approximation is an Engaged Session which attempts to determine whether the user interacted with your content. It’s similar in that 2 or more page views should count as an Engaged Session, but it also works on mobile. If the numbers surprise you, remember that it translates more closely to 1 - Bounce Rate.

Built on Big Query: Google’s Big Query underlies GA4, giving you improved access to the underlying data for querying or use in Google Data studio.

How does my workflow change?

Google is attempting to clarify the workflow around analytics by breaking it into separate pieces handled by distinct applications. Many of us already use Google Tag Manager and Google Data Studio, but GA4 encourages or even requires some of the work to be done in those tools.

Conversion Setup in Tag Manager: As mentioned earlier, you no longer set up Goals in Google Analytics directly. Instead, you set up anything you want to track as an Event, and then you can mark some of your events Conversions in Google Analytics. Many activities you probably thought of as metrics in UA (e.g., Page Views) are automatically tracked. For custom events tied to your conversion funnel, these need to be set up in Google Tag Manager, including things like reaching a specific thank you page or submitting a form, or viewing a video. This gives you tremendous flexibility but requires more forethought in your setup.

Reporting in Google Data Studio: Google envisions Analytics as a tool for Analysis or asking questions about the data. They are pushing pure reporting functions to Google Data Studio. The idea is that you probably have some users who will be overwhelmed with the complexity of analytics (not to mention they might break something in the process) and would be better served with a Dashboard from GDS.

There is configurable reporting in GA4, and one of the first things you may want to do is set up a Library that mimics the reports found in UA to make the transition easier.

Linking Google Ads: GA4 can still be used to power your Google Ads conversions, but you will need to reconfigure your setup to make sure this happens.  

First, you need to take the existing conversions from Universal Analytics and make them Secondary Conversions, so Smartbidding does not consider them. Then you will import the new GA4 Conversions by selecting New Conversion Action from Tools > Conversions. Once there, select Import, and you will be able to import any events that are marked Conversions in GA4. Once imported, these will be available for Smartbidding optimization.

Improved Analytics: This migration presents an opportunity to review your Analytics setup to ensure it is up today with the needs of your business. It’s easy to have your analytics on autopilot, even as your website, app, and go-to-market motions change. Take the opportunity to audit the events you want to track, the audiences or segments that are important to you, and the report your stakeholders need. Of course, you want continuity with your existing data, but don’t miss the chance to improve things.

What about historical data?

There is no migration of historical data from UA to GA4. Google has stated that historical data will be available in UA for 6 months, but after that, there is no guarantee that you will have access. This is why it is important to set up GA4 tracking as soon as possible if you have not already.

UA’s reporting tools If you work with a 3rd-party PPC platform such as MarinOne, you should be able to import your conversion data as far back as needed 

Need Help?

This article isn’t intended to be a complete guide to making the migration, so it barely scratches the surface of what’s possible with GA4. If you find yourself in need of additional bandwidth or expertise, our team of analytics ninjas are ready to help. Click here to set up a free consultation.

The media buying industry is constantly evolving, and staying on top of the latest trends and strategies is crucial for success. That's why events like the Digiday Media Buying Summit are so valuable. Industry experts and thought leaders come together to share insights, discuss challenges, and explore new opportunities.

The recent Digiday Media Buying Summit in New Orleans was no exception. Over the course of several days, attendees had the chance to hear from a variety of speakers, participate in workshops and panel discussions, and network with peers from across the industry.

One of the key themes that emerged from the summit was the ongoing challenge of data privacy and how it's impacting media buying. As more and more consumers become aware of the data being collected about them and the ways it's being used, there's a growing push for greater transparency and control. This has led to increased regulation, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States.

Media buyers are having to adapt to these changes by being more transparent with consumers about how their data is being used, and by ensuring that they're only collecting and using data that's truly necessary. They're also exploring alternative ways to target audiences, such as contextual advertising, which targets ads based on the content of the page rather than the user's data.

Another topic that received a lot of attention at the summit was the continued growth of programmatic advertising. Programmatic has become an increasingly popular way to buy and sell advertising, as it allows for greater targeting and efficiency. However, there are still challenges to be addressed, such as ad fraud and brand safety.

To combat these issues, media buyers are investing in more sophisticated fraud detection tools and partnering with trusted publishers to ensure that their ads are appearing in safe and reputable environments. They're also exploring new approaches to programmatic, such as bringing programmatic in-house, which can give them greater control over their campaigns and data.

In addition to these challenges, the summit also highlighted some of the exciting opportunities that are emerging in media buying. One such opportunity is the growing importance of connected TV (CTV). As more consumers shift away from traditional TV and towards streaming services, CTV has become an increasingly important channel for advertisers.

Media buyers are exploring ways to take advantage of this trend, such as by using data to target specific households or by partnering with streaming services to create unique ad experiences.

Advertisers are being faced with new, ever-changing obstacles due to fluctuating budgets, varying company and industry objectives and unpredictable customer behavior. This creates tension between brand marketers and the platforms from which ads are purchased. 

This puts additional pressure on agencies and third party tools like MarinOne to bridge the gap and represent both parties well–ensuring marketers get the best possible return on their advertising investment, while the ad platforms' requirements are met to ensure their audiences are protected. Speak with one our expert consultants to learn how you can increase ad efficiency while remaining compliant.

We were glad to be apart of this years' Digiday Media Buying event in New Orleans, alongside our partner LinkedIn, to bring you, our clients and partners, the most up to date information possible. Continue to watch our blog for more insights that were gathered throughout this 3 day event over the coming weeks.

Apps are now discoverable in more places across the App Store thanks to the new Today tab and product page ad placements. Thanks to these new placements, your ads can now reach users when they first visit the App Store, and while they browse. This expands the touchpoints you can reach users along the App Store customer journey, increasing your chances of snagging your target customers’ attention.

The Today tab ad

This is where visitors (over half a billion of them) start their journey on the App Store. You can now advertise your own app here, using high-impact creatives to capture App Store visitors’ attention. The ad will leverage a custom product page you create in App Store Connect. The custom product page has to include at least four portrait or five landscape assets. It also has to use the correct language for the countries and regions where the campaign will run. 

The custom product page has to be approved first by App Store Connect then by Apple Search Ads for advertising. Once it’s approved, you can head to Apple Search Ads Advanced to begin Today tab campaign creation and submit your Today tab ad creative to Apple Search Ads to be approved for advertising. If you don’t schedule a start date or click Pause while the ad is still in review, it will run as soon as it’s approved. You can always create and submit ads for approval ahead of time to ensure they’re approved and running by a specific date. Note that Today tab ads aren't currently available on mainland China, so keep this in mind when running any international campaigns in the APAC region.

Because these ads are featured right on the front page of the App Store, they are the first content users will see. This makes them solid options for driving app awareness for new launches, special events, and seasonal promotions. 

Today tab ad guidelines

• Promotional messaging should be 50 characters or less, with the lines of text not to exceed three.
• Creative assets have to be screenshots from the app you promote. Promotional, lifestyle, or other images aren’t allowed. 
• The screenshots must be prominent and undistorted, filling up at least ⅔ of each creative asset.
• Pricing, offers, and ranking claims are not allowed in ad creative assets.
• Creative cannot include a font style similar to the App Store Today Card. Phrases “Game of the Day” and “App of the Day” are also not allowed.
• The language in the ad creative must match the language in App Store Connect. 
• Any image that mocks a device and contains a bezel (the border between the screen and the frame of the device) must feature a bezel accurate to the most current Apple devices. 
• The ad creative must comply with Apple Advertising Policies and cannot contain any images considered violent, sexually explicit, or otherwise inappropriate. 

Product pages – while browsing ads

Product pages – while browsing ads are a new ad placement that shows your app to interested users as they browse the App Store. These ads appear at the top of the You Might Also Like list to users who scroll down relevant product pages. You can run your ad across all relevant product categories, or you can refine the categories where it runs. Product pages ads aren’t currently available on mainland China either.

These ads are created using the metadata already uploaded to your App Store product page. They include your app name, icon, and subtitle. 

Time to get started

With these new ad placements, you can reach customers at multiple points during their journey through the App Store. The Today tab places your app in front of users before they think of a solution to their problem. And once they start browsing, product page ads present them with your app as they scroll through similar options. 

With so many new features to explore in Apple Seatch Ads's new ad placements, the next question is what are you waiting for? You can start running these ads now and they're certainly worth a test, especially as we enter the busy holiday season.

Meet with a Marin marketing consultant today to learn how to effectively integrate Apple Search Ads into your omnichannel marketing strategy.

On December 6th, 2022, we'll be offering a comprehensive webinar on budgeting strategies for the new year featuring Forrester. Anu Adegbola, an account director of paid media with Marin, and guest speaker Brett Kahnke, a principal analyst with Forrester, will cover how to approach your marketing budget for 2023 while also giving tips on how to adapt your budgets as needed ongoing. 

To get you started before the webinar, we've put together a "too long didn't read" guide on Forrester’s approach to budget allocation and what steps you should take when planning a long-term fiscal strategy. To get all of Forrester’s insights and tips, you'll need to download Forrester's report directly (available to Forrester subscribers or for purchase) and attend our webinar event, but this quick overview should help you start moving forward.

Summary of Forrester’s Strategic Budget Allocation Process

In the Forrester report, Kahnke explains how marketing teams are tasked with executing marketing and maximizing results while also dealing with a murky set of objectives. As a part of this process, execution teams must work with business priorities to find the best course of action. The Strategic Budget Allocation Process can be used by the central, regional or country-based field marketing teams or as a second business within an organization. The complete guide by Forrester outlines the benefits of creating a marketing program plan that aligns spending with business, marketing, and campaign objectives. Kahnke also highlights common mistakes that can lead to disconnected or habitual marketing.

The Five Steps of Forrester’s Execution Strategy Phase

Step 1: Review Budget Allocations And Prepare Guidance

Check if team goals align with campaign budget allocations; include campaigns, sub-campaigns, and targeted segments in your analysis.

• Review the top-down and bottom-up budget distribution.

• Define execution guidelines for marketing teams.

• Provide regular feedback on successes and failures, especially in communication with leadership.

Step 2: Layer on Specific Program Allocations and Ensure Totals Stack Up Against Strategic Targets

Step 3: Define Programs You Absolutely Need Within Your Marketing Strategy

Step 4: Identify the Right Tactics for Your Team at this Time, Build the Calendar, and Finalize Allocations

The program manager's primary deliverable in this step is a program calendar. This summarizes the duration of each program and its related tactics in a production schedule and includes the correlating spend for each tactic. 

Step 5: Check your Bottom to Top Overview, Get Endorsement, and Share the Plan

It’s important to communicate the priorities of marketing campaigns to other departments within the business. Confirm that your final plan is still aligned to the organizations needs in terms of objective, campaigns, and program allocations. 

We look forward to sharing more with you in December and hearing directly from Brett how the execution of this strategy will give you the best marketing plan for 2023 possible.

We are so pleased to be included in SEL's most recent analysis of PPC campaign management tools, where MarinOne stands out as a leader with the most channel integrations in the industry. Search Engine Land has long been a respected voice and leader in the digital marketing space, and having their stamp of approval means a great deal to the Marin team. You can read the full article here.

We'd love to point out a few things that Search Engine Land may not have gotten to:

1. Marin Software is one of the world's most established paid media management software companies. Nearly 20 years of experience in this industry has given us the time to create  one of the most sophisticated campaign management tools available.
2. We work with nearly 30 different publishers (and counting) that seamlessly integrate with the MarinOne tool, making our software one of the most versatile options on the market to analyze and optimize all your digital ads in one place.
3. Marin has a proven track record of increasing conversions, click-through rate, and return on ad spend. Look through our library of case study examples to see how our optimization suite has helped other brands like yours get a greater return on their advertising investment. 
4. Our expert solutions team is a vital part of our company's success. This group of experienced marketing professionals are an essential asset to our clients. Retailers, b2b organizations, and agencies alike see improved performance as a direct result from Marin's external analysis and consultation. Whatever your company structure, it never hurts to have another set of helpful eyes watching your performance marketing campaigns.
5. As your partner in digital, we know how difficult it can be to keep up with the market, and because of that…we take education pretty seriously. Our learning and development team is constantly creating new content to keep you up to date on important industry changes, digital trends, and best practices for any paid media channel you may be running. 
6. We regularly create webinars and training documents in collaboration with our publisher partners like Amazon, LinkedIn, Meta and more to provide you with the best digital marketing content possible. Subscribe to our newsletter and get ongoing updates on how to keep your digital efforts performing at their highest level, regardless of market volatility.

At Marin we are continually innovating to give paid media specialists the best possible tools for automating their work and making life easier. We believe that through technology, we can create a world that gives marketers a better work/life balance while making company leaders happy as they watch their growth efforts succeed. To get a demonstration of how it works, contact one of our marketing experts today. 

If you're still not sure that Marin might be the paid media management solution you've been looking for, take a look at these other third party resources that describe who we are and what we do, paired with real customer reviews.

https://www.trustradius.com/products/marin-software/reviews

https://www.featuredcustomers.com/vendor/marin-software

https://www.cuspera.com/products/marinone-ad-management-x-1022

It’s no secret that the social advertising ecosystem (and the rest of the world) looks much different than it did just a few years ago. We know that many advertisers are searching for direction as they learn to navigate the constantly evolving landscape. 

Explaining the Ad Auction and Delivery System

Understanding how the Facebook ad auction works is the first step to adaptation. The ad auction formula consists of components that advertisers can leverage to increase their ad performance in the auction. The formula itself is a linear relationship between all components, making it easier to understand and predict how each variable will affect outcomes.

The Ad Auction

When advertisers create ads, they tell us who they want to show their ads to by defining a target audience. A person can fall into multiple target audiences. For example, one advertiser targets women who like skiing, while another advertiser targets all skiers who live in California. The same person (in this case, a female skier who lives in California) could fall into the target audience of both advertisers. When there's an opportunity to show someone an ad, the ads with a target audience that the person belongs to are eligible to compete in the auction.

To ensure that the winning ad maximizes value for both people and businesses, the winner of the auction is the ad with the highest total value. The total value is a combination of 3 major factors connected by the formula below:

• Bid: The bid placed by an advertiser for that ad (in other words, what the advertiser is willing to pay to achieve their desired outcome).
• Estimated action rates: An estimate of whether a particular person engages with or converts from a particular ad (in other words, the probability that showing an ad to a person leads to that desired outcome of the advertiser).
• Ad quality: A measure of the quality of an ad as determined from many sources including feedback from people viewing or hiding the ad and and assessments of low-quality attributes in the ad, such as withholding information, sensationalized language and engagement bait.

Together, estimated action rates and ad quality measure ad relevance. Because these are components of the auction, an ad that’s more relevant to a person could win an auction against ads with higher bids.

The Ad Delivery System

Because the ad auction and ad delivery system behave like a supply-and-demand system, there are seasonal fluctuations and ecosystem changes that will affect the outcomes and costs of ad performance. There are two main causes of CPM fluctuations you may have experienced before:

• Seasonal and Economic events:  The impact of seasonal and economic events on advertiser cost can be represented by supply and demand. Supply and demand typically have an inverse relationship, but multiple simultaneous forces on supply and demand can create different outcomes. Considering the impacts of seasonality and economic events in terms of supply and demand can help advertisers predict how this will translate into the ad auction. The examples provided by Meta below illustrate the expected impact of different macroeconomic variables and seasonality on the ad delivery system.

A positive economic event illustrates the typical inverse relationship between supply and demand. When supply (usership and user behavior) remains constant but we see advertisers competing for user attention by raising budgets, this leads to a flat level of impressions and thereby a higher cost per impression (impacting CPMs).

A relatable example of seasonality for advertisers is the holiday season. During this time, we see both supply and demand move as users are more actively searching for gifts to purchase, while advertisers are also spending more to capture this increased intent. In this example, purchases are likely to increase while CPAs remain constant.

A negative economic event in this example moves both the supply and demand curves. If users are spending more time on Facebook, the supply rises. But concerned advertisers also typically pull back spend during a negative economic event, pushing down demand. This resulted in increased impressions at a lower cost per impression, and subsequently lower CPM.

• Effects on reporting due to user adoption of iOS tracking updates: With iOS 14.5+ adoption ramping up since July 2021, there has been an impact on advertising delivery and reporting, and performance fluctuations. While these effects have been widely felt, it’s important to recognize that these known reporting gaps do not mean our platform is not driving real business value for advertisers, or that your campaigns are not resulting in a purchase or major event. These changes just make it harder for us to measure the outcome. After extensive internal analysis, we’re able to publicly share that we now estimate - in aggregate - that we are currently underreporting iOS web conversions by approximately 8%, which is down from the 15% estimate we reported last September.

In part two of our collaboration, we’ll apply these concepts to strategies advertisers can use to structure for scale. Visit Meta for Business, for more information on the ad auction and delivery system. 

E-commerce has had a long hot summer, but some experts say that winter has finally arrived. We’ve seen stock valuations for major retailers plummet and layoffs increasing in frequency, leaving businesses wondering if pandemic-era predictions for permanently changed consumer behavior might just fall flat.

The e-commerce expansion initially came as a necessity in 2020 during the onset of the pandemic: retail locations closed or reduced hours, bread-winners spent more time at home, and everyone spent more time on their devices. E-commerce businesses saw unprecedented growth, and those that cashed in without dedicating time to a long-term game plan saw subsequent declines the following year.

A recent study by store equipment supplier Raydiant showed that 48% of customers prefer to shop in-store when given the choice between in-store and online. And 51% said that they spent most of their money in physical store locations. Now as we navigate surging inflation and economic uncertainty, businesses must adapt yet again to a changing landscape.

TL;DR: In-store shopping isn’t dead, and e-commerce businesses need to adapt to survive.

If you’re looking for adaptation inspiration, here are a few ideas:

Retain your Current Customers

One of the first things I look for in an advertising audit is some kind of retention strategy. While often overlooked in advertising, customer retention can be incredibly valuable. 

If you’re on the fence, consider these stats from Outbound Engine:

• Acquiring a new customer can cost up to five times more than it does to retain a current customer.
• Increasing customer retention by 5% can increase profits from 25-95%
• The success rate for selling to a customer you already have is 60-70%, while the success rate of selling to a net new customer is 5-20%

Implementing a customer retention strategy can be simple and impactful. Some examples include:

• Reminding customers about upcoming product releases
• Implementing some cornerstones of Social Commerce such as engaging with customer content and creating high quality content
• Exclusive offers for current customers

Don’t Leave Money on the Table

Did you know that 73% of shopping carts are abandoned on desktop and 86% on mobile? Your business could be missing out on a lot of cash in those carts.

Some options to address cart abandonment include:

• Retarget these users in digital advertising, email automation, or even SMS. Your customers added these items to their carts for a reason, sometimes they just need an extra nudge.
• Consider your shipping options. Multiple studies show that offering free shipping is a win for retailers, even if that shipping cost needs to be baked into your product pricing. If you have a brick and mortar location, consider offering free in-store pickup for online orders (Also referred to as BOPIS). 

Add Value (Outside of your Product Offering)

This may sound counterintuitive, but in today’s highly competitive e-commerce environment brands are expected to deliver more than just goods. Consider alternative on-brand ways to drive value for your customers (and be sure to capture their emails along the way).

For example, a cookware brand might email recipes that can be made using their products. An apparel brand might offer a quiz for new customers to find their perfect fit. An outdoors company might host an adventure giveaway. All of these examples serve the dual purpose of customer engagement and the opportunity to capture a contact.

The work isn’t done once you receive that email address though. Consider leveraging customer emails for digital retargeting strategies, email lifecycle marketing, and additional ways to add value to continue tending to your customer relationships.

Optimize your Ads 

Lastly, make sure the ads that you are running are driving conversions. There are many ways to do this, so we’ll list a few here:

• A/B testing - try out some different creative and messaging options to see what resonates with your customers.
•  Audience targeting - keep good records on your customers in your CRM system and use your first party data to retarget current customers while finding new customers with lookalike audiences.
• Cross-channel bid optimization - where are your customers finding you? Google? Amazon? Social channels? Analyze your performance data to see which channels are working best for you and you may want to allocate more of your budget to those platforms. 

An ad tech platform like MarinOne can help you to integrate your data, analyze your performance, and optimize your ad spend for the best possible results. Reach out for a free consultation and we’ll show you how!

Marin Software supports Snapchat ad optimization

Marin Software's repertoire of platform integrations continues to expand as we introduce a direct Snapchat integration into our suite of tools, available now to Marin users. 

Chris Lien, Marin's Chairman and CEO, said the following about this promising partnership: “‘Snapchat has an enormous reach with millennial and Gen Z shoppers who hold $4.4 trillion in global spending power. This gives brands an incredible opportunity to drive brand awareness and revenue with their future customers. We look forward to providing our customers an avenue to integrate our powerful reporting, advanced bidding, and campaign management tools to achieve the best performance on the Snapchat platform.”  

The combination of Snapchat audiences with MarinOne's bidding and automation will prove to be a winning duo for advertisers. Marin has been a leading provider of digital marketing software for performance-driven advertisers for nearly two decades, while Snapchat continuously innovates new and unique experiences for users.

Incorporating Snap more thoroughly into our software is a direct response to our clients's needs as well as market popularity of Snap continuously rising. With 18% YoY growth in users, Snapchat has proven that forging their own path in the social media landscape is a solid strategy. They continue to lead the charge globally in AR, avatar, and communication features for users.

With the assistance of machine learning and automated optimization, the MarinOne integration with Snapchat’s Marketing API gives advertisers the opportunity to analyze, monitor, and improve Snapchat campaign performance, while making one-to-one comparisons with other channels. Advanced analytics through MarinOne's grids provide flexible reporting, while AI bidding, budget pacing, and forecasting provide marketers with the insights they need to get the most ROI possible.

If you'd like to get started with a Snapchat strategy, speak to one of Marin's marketing consultants–we can get the MarinOne - Snapchat integration up and running for you in no time at all.

Victoria’s Secret has undergone an evolution over the past several years, and part of that evolution is testing new opportunities. The ecommerce giant recently announced that it would break the tradition of direct selling only with an Amazon storefront. Fans of VS will now be able to shop roughly 120 Victoria’s Secret Beauty and Pink Beauty products on Amazon.

While a Victoria’s Secret x Amazon collab line is probably not on the horizon, this move could be indicative of future D2C expansion onto the infamous selling platform. It’s also indicative of the current success that many sellers are seeing on the platform.

Amazon accounts for significant percentages of retail ecommerce sales share across a wide variety of product categories (graphic below). Plus, Research shows that 56% of US consumers say that if they could only shop at one store, it would be Amazon. Amazon has a purchase-ready audience that sellers can leverage easily and effectively.

Unlike Google Ads, Amazon never takes users off of the platform when they tap on an ad. They’re able to seamlessly purchase items of interest and remain on a trusted platform for the entire experience. No wonder this Amazon Ad Agency reported an average conversion rate of 9.5% on Sponsored Product Ads!

Another bonus of selling on Amazon for retail giants like Victoria’s Secret: they have leverage to negotiate Amazon’s fee structure. This is especially advantageous given the increased cost of advertising on the platform. In Q1 2022, Amazon’s advertising business increased by 23% per Insider Intelligence. Retailers are realizing that if they don’t pay to have their products on Amazon, third party sellers and competitors will. 

Victoria’s Secret isn’t the first major D2C player to foray into the world of Amazon selling - other household names like Adidas and Levi’s currently have storefronts on Amazon. Amazon has the volume and customer base to make selling worthwhile, but only if it doesn’t come at a cost that eats into the bottom line.

Companies that are already advertising (or interested in advertising) on Amazon can leverage Marin Software to make the most out of their efforts. Our unique Amazon integration allows advertisers to import Amazon Advertising campaigns into our platform, enabling you to view and comprehensively manage your Amazon campaigns, as well as accessing our full suite of automated bidding and reporting options. Reach out to your Marin Software representative to learn more!

If you’ve been considering implementing Meta’s Conversions API, there’s no time like the present. Meta is pushing advertisers to integrate Conversions API as a more robust tracking product than the existing Meta Pixel. While we won’t rehash the logistics associated with iOS 14, Conversions API is now the gold standard of tracking on Facebook (and beyond).

For those newer to Conversions API (CAPI), in essence it’s a server to server tracking system that works in conjunction (for now) with the Meta Pixel to improve data quality and campaign performance. Per Meta, CAPI was built to “honor people’s privacy and tracking preferences” while giving marketers a solution to share their internal data to improve advertising efficacy. It’s a win-win for both advertisers and platform users. But as with any new publisher solution, advertisers can be slow to adopt until they absolutely need to. 

Part of this hesitation likely comes from confusion around the options for CAPI implementation, of which there are several that vary in accessibility and cost. Meta has recently introduced some easier options for implementing such as CAPI Gateway and Commerce Platform Integration. You can find the best solution for your advertiser here.

Even considering the potential challenges in setup, CAPI is still undeniably part of the future of advertiser tracking and Meta’s top solution for performance optimization and measurement. There are many reasons we recommend that our social advertisers use Conversions API, but these are at the top of our list:

Want to Test on Facebook? You’ll Need CAPI  

• Meta is developing measurement and privacy enhancing tools that will be increasingly dependent on Conversions API. In case you missed it, Conversion Lift testing on Facebook now requires CAPI. It won’t be the last tool to transition to this requirement either. Per Meta, “we expect all advancement in our measurement solutions and signal improvement in the next several years to require CAPI.” Proactive implementation will lead to a seamless transition into the future of testing on Meta platforms.

You Can Use Lower Funnel Data to Optimize Ad Targeting

• Those who have worked with ads on Facebook pre-CAPI know the limitations of data that can be captured by the Pixel well. One of the major perks of Conversions API is the ability to send a wider array of data than the pixel, such as subscriptions, converted leads, and a variety of other custom events that happen post-purchase. This is especially impactful for ecommerce and lead generation advertisers, as this data can be used to better optimize your ads. 

Better Data, Better Measurement, Better Results

• Advertisers have been asking for a solution to reduced Pixel effectiveness, and CAPI is that answer. Conversions API improves measurement and attribution across the full funnel, giving more visibility into the impact of digital advertising on cross channel results. Currently, users can see Pixel and Conversions API data in Meta Events Manager with aggregation in the Aggregated Events Measurement tab. 

Lead Quality Level Up

• Lead generation advertisers know the struggle to obtain leads both in quality and quantity. By using a post conversion event with Conversions API, advertisers can factor in leads that have actually converted into a sale/subscription/etc to campaign optimization. CAPI gives advertisers the ability to use this additional converted lead data to improve the overall lead quality from their campaigns. Read a success story here!

Supercharge Retargeting and Custom Audience Effectiveness with CAPI

•  + Marin Tracker Conversions API enables better retargeting with two key components: Cross channel custom audiences and improved identity matching. Cross channel custom audiences are custom audiences that correspond with an action taken on the advertiser’s website or other sources. Improved identity matching is the ability to send hashed customer information along with Conversions API events to help attribute more conversions.

Integrating Marin Tracker with Conversions API means even better visibility into cross channel conversions and the impact of your Meta advertising dollars. Marin Tracker comes with an “always on” dashboard with near real time data, simple tracking link creation, attributes user behavior across the customer journey on mobile and web, and more. Reach out to your Marin rep or schedule a demo with us to learn more!

Digital display ad spending is on the rise, steadily increasing each year, with some estimates for programmatic digital display spend in the US over $115 billion by the end of 2022. 

So why is display advertising growing so quickly? The answer is, in part, due to increased device usage (mobile, tablet, and laptop) in the last two years as consumers stayed home during the pandemic.

But, display advertising via Demand Side Platforms also provides some distinct advantages for marketers. A look at Yahoo! DSP, one of the premier providers of programmatic display advertising, gives some clear insights into the benefits of display advertising for brands (and consumers too).

First party data

Yahoo has a user base of over 800 million globally through their owned and operated properties, so brands can leverage these relationships to understand and reach their audiences. In addition, they draw on 200 billion daily data signals providing insights for data-driven decisions. That being said, Yahoo puts privacy and consumer choice first, creating a trusted environment for their users. 

Unique formats

Yahoo! DSP offers advertisers many engaging ad formats to connect with customers.

Mobile Ads: With the increase in mobile usage, Yahoo mobile ads are a must, and they are designed for vertical executions and to accommodate swiping, scrolling and screen rotation.

Video Ads: Yahoo delivers 2.7B monthly video views, making it easy for marketers to bring their brand story to life with interactive and shoppable formats.

Advanced TV: Yahoo’s unified DSP means brands have access to cross-screen TV placement providing incremental reach across linear and digital TV. 

Audio Ads: Yahoo partners with the top music streaming platforms, and brands can also integrate into Yahoo owned and operated podcasts from TechCrunch, Yahoo Sports and more.

Other formats: Rounding out Yahoo’s omni-channel portfolio, Yahoo! DSP also provides access to solutions including digital out-of-home, brand integrations, and even immersive formats, like interactive video and AR-enabled ads, to make your ads innovate and your message resonate.  

Exclusive and comprehensive inventory

Yahoo! DSP gives advertisers the advantage of exclusive omnichannel inventory from Yahoo Media properties like: Yahoo! Finance, Yahoo! News, Yahoo! Sports, engadget, and TechCrunch. 

Yahoo also has an extensive network of premium 3rd party connections delivering a wide range of touch points and consumer interests.

By reaching customers in the right environments, brands can unleash their advertising potential and build quality connections at scale. 

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MarinOne + Yahoo! DSP

Now that you know all the reasons Yahoo! DSP is such an effective marketing channel, let’s look at how MarinOne’s Yahoo! DSP integration can supercharge your Yahoo campaigns. 

Reporting

• Advanced analytical grids provide flexible reporting within and across Yahoo! DSP campaigns with unlimited data retention. 
• Cross-channel reporting puts paid media metrics from search, social, display, and e-commerce all in one place. Combined with powerful dashboards for easy data visualization, you’ll have everything you need for effective account management in one place.
• MarinOne for Yahoo also seamlessly integrates with your first party data like CRM and analytics tools as well as BI Tools such as Tableau and Google Data Studio so you have information when and where you need it.
• Automated alerts can be set to notify marketers of performance changes saving you loads of time by not having to manually monitor your accounts. 

Campaign Management

• MarinOne for Yahoo! DSP streamlines your workflows letting you adjust campaign status across multiple accounts and campaigns in just a few clicks.
• The same goes for budgets: adjust your daily budgets across accounts and campaigns to easily manage your spend across your digital programs. 

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The Rise of TikTok

If you’re not advertising on TikTok, you’re missing out on an audience of 1 billion monthly active users around the world who are highly engaged and passionate about the brands they interact with on the platform. In fact, according to a recent TikTok survey, 56% of users and 67% of creators feel closer to brands they see on TikTok, and 43% of users and 53% of creators try something or go somewhere new after seeing it at least once on the platform. TikTok is clearly influential with consumers.

While TikTok certainly appeals to a younger, “video-first” audience, 40% of adults in the US over age 30 report using TikTok, and TikTok has a variety of targeting options to help you reach the right customers. 

And with 4.7/5 stars in the App Store  and 4.5/5 stars in the Google Play Store, the platform is wildly popular with users. Not bad for an app that’s barely four years old.

“It Starts on TikTok”

Part of this early success is due in part to the cultural influence of the platform, catapulting little-known musicians to stardom, launching trend phenomenons, and giving users a sense of community and shared experience. 

TikTok has also transformed the way brands interact with audiences with engaging and interactive content. With TikTok, advertisers gain a full-funnel marketing experience from driving brand awareness at the top of the feed, to native in-feed engagement, and even the opportunity to jump in on branded hashtag challenges.

With the launch of Spark Ads last year, brands can even leverage user-generated content to promote their products by choosing from an extensive library of content uploaded by influential TikTok creators.

MarinOne + TikTok

Brands using MarinOne are now able to add the unique value of advertising on TikTok to their digital campaigns. The MarinOne integration with TikTok means advertisers have better insights and improved performance of their TikTok campaigns.

With our powerful analytics capabilities, you’ll be able to: 

• Run flexible reports within and across TikTok campaigns
• View TikTok campaigns side-by-side with other paid social channels as well as search, display, apps, and e-commerce
• Customize the KPIs, data roll-up, and dimension tagging in your reports
• Export the data to spreadsheets, cloud platforms, and BI tools
• Sync your campaigns with offline and downstream conversions events 
• Get automated alerts on changes in account performance
  

MarinOne’s advanced optimization suite uses machine learning to deliver:

• Automated bidding aligned to your campaign goals 
• Custom bid modifiers to respond to external signals
• Creative A/B testing to identify the best performing creatives
• Budget pacing and forecasting to keep you on track
• Performance insights and recommendations
  

All this adds up to improved performance of your TikTok campaigns together with your other digital programs. Ready to learn more about how MarinOne can expand your reach and drive growth on TikTok?

Click here for more info. 

Looking for growth? Interested in a channel where you can generate leads, drive website traffic, and build brand awareness?

How about LinkedIn?

You can now manage LinkedIn Marketing Solutions campaigns from Marin Software’s flagship MarinOne platform. The MarinOne integration with LinkedIn’s Campaign Management and Reporting & ROI APIs gives advertisers better insights and improves the performance of their LinkedIn campaigns.

With nearly 800 million professionals and 4 out of 5 members driving business decisions based on information they find on the platform, LinkedIn is an important lead generation destination for B2B marketers and others with longer consideration cycles.

Our self-serve MarinOne platform unifies industry leading optimization tools with flexible reporting and bidding to help advertisers maximize the impact and reach of their LinkedIn marketing investment.

Blast Analytics, an innovative agency helping advertisers with LinkedIn ads has been using MarinOne to optimize their campaigns.

“Marin Software continues to innovate and improve its technology to drive better performance for our clients,” said Brian Lange, Senior Marketing Manager at Blast Analytics. “The MarinOne solution has saved us time reporting on our LinkedIn campaigns and also provided a significant performance uplift leveraging its bidding technology." (Click here for the full case study.)

MarinOne serves a hub that links marketing activity with true business impact from an advertiser’s CRM, allowing optimization to revenue, not just form fills.

“By connecting downstream customer data to our advanced automated bidding, MarinOne can significantly improve the performance of your campaigns,” said Chris Lien, Marin’s Chairman and CEO. “LinkedIn is an untapped opportunity for many advertisers and we are excited to help advertisers drive growth on this fast-growing channel.”

Advertisers can manage their LinkedIn campaigns alongside paid search, paid social and display campaigns to help generate additional demand. Marketers can align their efforts across channels to ensure they are working seamlessly across the customer journey.

Click here to learn more about support for the LinkedIn Marketing Solutions integration with MarinOne.

Brands can now optimize Target Product Ads in MarinOne’s cross-channel ad management platform

There’s a reason so many consumers shop on Target.com and the Target app: the guest experience. Target has invested heavily over the last few years in making online shopping easy, convenient, affordable, and enjoyable for its millions of shoppers.

These investments have paid off. Target added 12 million multi-channel customers in 2020, and same-day services grew by 235%. Online sales grew 145% last year, driven in part by the pandemic, but they continued to grow by 12.5% in the first half of 2021, even as many consumers returned to shopping in-store.

Target Product Ads Help Brands Intersect Shoppers’ Line of Sight

With this kind of growth, brands cannot afford to miss out on one of Target’s retail media offerings, Target Product Ads, which provides access to so many high-intent shoppers.

Target’s native, cost-per-click product ads amplify brands’ visibility and discoverability on Target.com and the Target app, which is becoming increasingly important in a now busier-than-ever eCommerce landscape. With available placements on search, browse, and product detail pages, advertisers can connect with customers with tailored ads at every step of the buyer journey.

Target Product Ads may be the solution that advertisers are looking for to address a variety of objectives, from defending market share to increasing purchase frequency. Brands can reach purchase-ready customers while making their products more visible across search and browse placements. And the best part: sales can be attributed down to the SKU-level to provide you with a granular understanding on performance.

MarinOne Optimizes Target Product Ads to Drive Incremental Sales

Marin Software’s collaboration with Roundel™ means customers will now be able to analyze, manage, and optimize their Target Product Ads directly from the MarinOne platform.

MarinOne unifies Retail advertising like Target Product Ads with other Retail Media campaigns as well as paid search, paid display, and paid social, while simplifying reporting and management of advertising campaigns across channels.

MarinOne’s Insights module automatically identifies opportunities such as Product A/B Testing in your account with estimates of potential value and easy implementation.

The automation tools in Marin make it easy and efficient to manage Target Product Ads.  MarinOne’s unified optimization suite helps identify optimal levels of spend while MarinOne Bidding delivers the best possible performance.

With the addition of Target Product Ads, MarinOne offers a complete growth solution across search, social, display, and eCommerce advertising, delivering the maximum return on investment.

Click here to get started with Target Product Ads today.

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In the few short years since it launched in 2017, CitrusAd has become the fastest growing ecommerce ad network in the US and established itself as a preferred retail media platform for both brands and retailers like Lowes, Shipt, and Petco.

In fact, CitrusAd was ranked in the highest category in Forrester’s recent report on Sell-Side Retail Media Solutions, receiving some of the highest scores possible. It’s easy to see why brands choose to spend their Retail Media dollars with CitrusAd and their network of retailers.

CitrusAd’s unique benefits

CitrusAd makes it easy for brands and retailers to work together to increase sales by launching targeted and cost-effective digital campaigns with access to sponsored products, display media, landing pages, and fixed tenancy for the best placement. Advertisers can streamline inventory across top retailers from all verticals and 25 different countries to deliver greater ROI on their Retail Media campaigns. CitrusAd provides brands with unique benefits including:

• access to high-intent audiences: consumers shopping on these sites are browsing for specific products and ready to purchase, so placement on is low-funnel and likely to convert to sales.
• personalization: Retailers know what their customers like to buy and by leveraging this first party data, brands can promote relevant products to the right audiences, right at the point of purchase.
• native advertising formats: sponsored ads feel natural and unobtrusive to shoppers, helping brands make smooth connections with audiences through in-feed advertisements that are more likely to drive engagement and conversions.
• closed-loop analytics: it’s easy to attribute ad engagement to sales with Retail Media, because Retailers are running the ad and selling the products and can make direct connections within their own platforms.

CitrusAd and MarinOne

CitrusAd’s full suite of products is now available in MarinOne. Marin has been helping advertisers advance their digital advertising campaigns for almost 15 years and has managed over $40 billion in advertising spend.

MarinOne unifies eCommerce advertising with paid search, display and social campaigns, while simplifying reporting and management of advertising campaigns across channels. Automated insights help advertisers identify opportunities to deliver growth and improve their return on the investment, and sophisticated bidding tools help advertisers plan, pace and optimize their campaigns to hit their targets.

With CitrusAd and MarinOne, advertisers always have accurate and transparent real-time campaign performance available at their fingertips and have the flexibility to make adjustments and improvements based on robust analytics. Click here for more on CitrusAd’s integration with MarinOne.

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This week, we disclosed that Google and Marin have entered into a new 3-year revenue share agreement. The agreement supports innovation and choice in paid search management and optimization. Google has agreed to make revenue payments to Marin based on the total paid search spend Marin’s customers are managing on our platform across Google and other search publishers.

Independent solution providers like Marin improve the ecosystem and help advertisers succeed. With the revenue share payments, Marin will further develop and enhance our MarinOne platform to serve the needs of the world’s leading search advertisers.

Our goal with MarinOne is to complement the tools built by the publishers, expanding advertising abilities to analyze, automate and optimize their digital marketing campaigns. As an independent third-party, we help advertisers leverage their data and make better budget allocation decisions and deliver better results across all publishers.

This agreement provides an additional source of revenue and will support Marin’s investments in innovation and delivering value to our customers.

Digital marketing is an ever changing industry and we are in a great position to help our customers deliver more growth and maximize the return on their digital marketing investments.

Onward,

Chris Lien

Amazon is, of course, the leading online sales marketplace, with more than half of all eCommerce sales completed on their site and app. It’s no surprise that many Amazon sellers take advantage of Amazon’s Sponsored Products, Brands and Display formats to lead customers shopping on Amazon to the buy box. But Amazon has a large offering of advertising opportunities on the open web as well.

What is Amazon DSP?

Amazon’s Demand Side Platform (Amazon DSP) is software that provides automated, centralized media buying from multiple sources including thousands of publisher partners and data exchanges in addition to Amazon’s own sites, apps, and devices.

Amazon leverages billions of first-party consumer insights to help advertisers reach consumers who are in-market for specific products. With this data, brands can deliver customers relevant ads in display, video and audio formats. And you don’t need to sell on Amazon to benefit from DSP ad placements. These ads can link to product detail pages on Amazon or on a brand’s own website.

Amazon DSP + MarinOne Reporting

With the addition of Amazon DSP, MarinOne customers now have a comprehensive suite of tools to activate and amplify their entire Amazon Advertising campaign portfolio. MarinOne’s advanced analytics tools provide advertisers with intelligent dashboards and customizable reports. Automated insights identify opportunities to improve performance, and alerts provide real-time updates on changes in activity.

MarinOne supports 140 DSP metrics including detailed page views and new to brand metrics. Advertisers can use marketplace signals to tie their DSP performance to reviews, ratings, inventory status, and price. And MarinOne never deletes data, allowing for simple year-over-year or quarter-over-quarter analysis.

Holistic View of Advertising Performance

In addition to viewing Amazon DSP results alongside Amazon Sponsored Products, Brands and Display Ads, MarinOne customers can also analyze paid search and social advertising as well as other marketplaces, retail media, and shopping campaigns, delivering a cross-publisher and cross-channel view of performance.

To start gaining the benefits of MarinOne reporting on your Amazon DSP account, reach out to your account manager or our sales team today.

Did you know that 2 out of 3 online product searches start on retailers’ sites? Are you reaching high-intent shoppers at the point of sale?

Brands now have the unique opportunity to promote their products directly on leading retailer websites and apps. Don’t miss our upcoming webinar on Thursday, September 23rd | 10am PT - 1pm ET for a chance to listen to a panel of industry experts shed light on how to expand your eCommerce advertising reach this holiday season.

We’ll be joined by three fantastic panelists:

• Morgan O’Hara, Director, Brand Partnerships at Instacart
• Michael Greene, VP, Growth Portfolio at Criteo
• Jeremy Brown, Customer Success Manager at Marin Software

In this panel, our three experts will discuss and debate:

• Tips for advertisers getting started with Retail Media
• What types of products is Retail Media most effective for
• How can Retail Media complement your cross-channel ad spend with search, social and other eCommerce
• Will consumer privacy concerns have a negative effect on retail media as well
• What are some things you can do to prepare for Retail Media campaigns for the upcoming holiday season

This webinar is a “must-attend” for every digital marketer interested in Retail Media, Sign-up now!

With the unprecedented growth of eCommerce in the last few years, it’s no surprise that advertisers are rapidly increasing their digital marketing allocations towards this channel. Some estimates predict global retail ecommerce sales will exceed $6 trillion in 2023, an 84% increase over just 4 years. It’s clear that you must be able to navigate eCommerce in order to stay competitive going forward.

Marin Software customers now have another tool to drive eCommerce performance with the recent integration of Criteo’s Commerce Media Platform. Criteo leverages commerce data and intelligence so advertisers can deliver relevant ads to the right audience at the right time. With a full product suite including Marketing Solutions and Retail Media, Criteo helps brands connect with customers at the top of the funnel and leverage signals of intent to stay with them through conversion.

Increase Conversions with Marketing Solutions

Criteo’s Marketing Solutions enable display ads across thousands of the best publishers on the open web. Using data insights, brands can leverage dynamic retargeting to engage shoppers across publishers, deliver tailored video and display ads, and bring shoppers back to your site to purchase. All this adds up to better performance and more sales and profitability.

Own the Digital Shelf with Retail Media

Criteo’s Retail Media solutions give brands the ability to execute retail advertising campaigns at scale, promoting your products on hundreds of the world’s leading retailer websites and connecting with customers at the digital point of sale. With first-party data behind your campaigns, you’ll be reaching high-intent shoppers with relevant ads to boost product sales.

MarinOne + Criteo

It can be tough managing your commerce media spend across multiple products and retailers. MarinOne makes it easy for digital advertisers to manage, measure and optimize eCommerce campaigns with a comprehensive view across publishers and simplified reporting to view overall performance. Automated Insights help identify opportunities to deliver growth and improve return on investment, and sophisticated bidding tools help plan, pace and optimize campaigns to hit targets.

With access to Criteo’s suite of Commerce Media products, MarinOne helps you run campaigns against the world’s latest set of commerce data. And the MarinOne platform unifies commerce advertising with paid search and paid social campaigns to measure holistic, cross-channel performance all in one place.

Ready to get started with MarinOne and Criteo? Talk to your account manager or reach out to our sales team today.

With increasing data privacy restrictions, it is becoming more difficult to reach your intended audience on Facebook. These updates have included the removal for Partner Categories, iOS14, and in 2023, the removal of cookies from Google Chrome. With each piece of the Facebook marketing funnel likely to see an increase in cost, finding a solution and ensuring the right eyes are seeing your ads has never been more important.

MarinOne Enhanced Social Audiences can help by increasing the size of your prospecting net and strengthening retargeting audiences during. Through a partnership with Experian, Marin Software can enable Partner Categories and pair it with our easy to use, large scale campaign management platform; allowing you to build campaigns rapidly and assure those most likely to convert are seeing your content.

How will this help me in navigating iOS14?

By asking users to opt in to data targeting from Facebook, this could drastically decrease audience sizes. Data file uploads (either customer lists or 3rd party options) are necessary to assure your entire Facebook marketing funnel is working as efficiently as possible. The MarinOne Enhanced Social Audiences available are a direct file upload to Facebook and will not be impacted by iOS14 and will provide another avenue to target customers.

How can this help in the cookieless world?

Similar to iOS14, this will disproportionately hurt Website Custom Audiences more than any other targeting method. Data file uploads are not reliant on cookies or pixels and can help combat audience degradation.

Will this save me time?

Yes, in a couple ways. First, by working with the Experian and Marin Social teams you will be able to combine efforts in determining the best audiences to target (or exclude) for campaigns and brainstorm the best mix for your needs. Secondly, there is no need for a separate contract with Experian. Audience costs will be included as a line item within your Marin Software bill, limiting the number of internal approvals necessary to begin running campaigns against these audiences.

How can I sign up?

If you are interested in learning more, click here to connect with a sales representative - Marin Software Social clients will have terms included within your current agreement. For existing Marin Social clients, reach out to your Account Representative to set up a call today!

Raise your hands if you shopped on Instacart in the last year? Keep your hands up if you advertised with Instacart last year? Well, if you’re a CPG brand I’m sure you’ve still got your hand up.

Instacart is the leading online grocery platform in North America. The company has partnered with more than 600 beloved national, regional and local retailers, including unique brand names, to deliver from nearly 55,000 stores across more than 5,500 cities in North America. Instacart offers self-service and managed ad services for more than 2,500 CPG brands, including 100% of the Top 25 CPG companies.

Instacart launched self-service advertising in May 2020 allowing advertisers to promote products to appear at the top of their search results and throughout their buying journey. And now MarinOne is here to help.

Our self-serve MarinOne platform unifies lower-funnel Instacart advertising with paid search and paid social campaigns to help generate additional demand. Marketers can align their efforts across channels to ensure they are working seamlessly across the customer journey.

Ad Formats

The flagship Instacart Ads offering, Sponsored Product, helps advertisers secure premium digital shelf space across several discovery surfaces throughout the online grocery shopping journey. Consumers discover sponsored items, much like they would in store by being on the right shelf, on an end cap or in the checkout lane.

Sponsored Product placements mirror these in store opportunities and more – whether consumers search, browse and discover, or buy again, Sponsored Products puts relevant products in their sightlines.

One notable difference with Instacart is the geographic considerations: your ads will only be shown to users if there are stores selling your product in that user’s area.

MarinOne is Here to Help

Starting a new ad platform is a big task and it takes a while for the tools to manage and optimize campaigns to mature, especially for larger advertisers with lots of products. That’s where MarinOne comes in.

With Instacart supported in MarinOne, advertisers have the advanced reporting, automation and optimization capabilities we have been refining over the last 15 years. Interactive analytics let you ask questions of your data, flexible charting helps you spot trends or change in your account.

MarinOne’s Insight module automatically identifies opportunities such as Product A/B Testing in your account with estimates of potential value and easy implementation.

The automation tools in Marin make it easy and efficient to manage Instacart Ads campaigns. The optimization tools help identify optimal levels of spend while MarinOne bidding delivers the best possible performance.

Talk to your account manager today to get your Instacart Ads account linked to MarinOne or reach out to our sales team with any further questions.

Welcome to part three of our Amazon Prime Day 2021 three-part series.

In part one, Are you ready for Prime Day 2021?, we took a look at last year's performance, noted key deadlines for retailers, and highlighted some top-level levers to get the most out of Prime Day, before, during and after the event.

In part two, Top tactics for a successful Prime Day 2021, we expanded upon the key levers and focused more on best practices and optimization techniques for promotional periods such as Prime Day

Prime Day starts today, so in part three we’ll talk through some of the strategies to keep the momentum going during the period after Prime Day (2+ weeks):

For at least 2 weeks after the 2 day Prime event, you should focus on reengaging with your Prime Day audiences that continue to visit Amazon to browse and shop products. During this time, consider promoting complementary products to your existing audiences and even reach new audiences who viewed your products but didn’t purchase them during Prime Day.

A lot of Brands decide to cut their spend significantly right after Prime Day has ended or even pause campaigns entirely, which is an oversight. Continuing to invest in a strategic approach is crucial. According to Amazon, it takes on average between 6 and 7 days before a shoppers initial browse on Amazon and making a purchase. In addition, a shopper makes 14 average detail page views before making a purchase. Because of this it's very likely that a shopper is still considering your brand/products, even after Prime Day, but has yet to convert - making the period after Prime Day the perfect time to re-engage with those audiences. Brands that continue to advertise after prime Day will remain at the forefront of shoppers’ minds, while those that don’t could lose the brand awareness that has been built during the lead up to Prime Day and the event itself.

Below we’ve put together some strategic opportunities to help Brand reap the rewards during the period after Prime Day;

Review Prime Day sales performance

• Some of your products may have sold better than others during Prime Day. The differences between them may be as transparent as budget issues but it could also be as small as targeting the wrong keyword. Use this data to refine your ASINs and hopefully improve impressions and conversion rate during the period after Prime Day.

• It is highly likely that shoppers saw your brand during Prime day via your Sponsored Ads campaigns and may be considering your products but have yet to convert. They need to be reengaged.

Focus on top selling products

• Focus on increasing visibility in all stages of the funnel, especially on branded terms to help upsell your products

• Increase budgets for your top-selling products to maintain higher spend levels and engage with shoppers looking for deals

• Keep increased top of page bids for ASINs that helped to drive Prime Day sales

Re engage with new-to-brand shoppers

• Review your new-to-brand performance. You might discover that a high number of new-to-brand shoppers ended up purchasing a particular product

• Boost bids on Sponsored Brands ASINs that have the highest new-to-brand sales to drive loyalty

• Create custom-built remarketing audiences in Sponsored Display based on new-to-brand engagement.

• Create new Amazon audience campaign with top selling new-to-brand products and assign higher bids to help increase scale

• Consider adding views remarketing segments to your ad groups in your new campaign(s) to manage efficiency in your NTB efforts. For example, you could create a custom-built category audience to remarket a top selling product to audiences who have previously viewed related detail pages of highly rated or Prime-eligible detail pages

Continue to offer deals

• Following Prime Day, shoppers are still budget-conscious and want to find the best deals. Because of this, consider continuing to run deals, coupons, and promotions during the Prime Day lead out.

• Products don’t have to be discounted as steeply as they were during Prime Day. But even smaller discounts could make a product more tempting to a shopper and will help to combat the slower nature of the first few weeks after Prime Day has ended.

• Coupons are a great way to entice a shopper to purchase, as the coupons badge will appear on the ad in search results and product pages. These badges signal a good deal to shoppers and will help to improve your click-through-rate (CTR) and conversion rates.

• If using coupons you have the choice of selecting a percent or monetary value coupon. Our recommendation is to use a monetary value. There’s nothing wrong with percent coupons, but how much is the actual discount? People don’t want to do this kind of math when they’re trying to decide if they even like the product or not.

Remarket to existing audiences

• Re-engage customers who viewed your products but didn’t purchase your products during Prime Day

• By adding audiences to your Sponsored Display ads, you can prioritise customers more likely to add your product to their cart

• Use audience controls to customise campaigns based on key detail page attributes, such as product category and price range.

Co-sell and upsell with product targeting

• Use Sponsored Display Product targeting to reach new or existing customers on any product detail page or category on Amazon – even outside of your own category. Reaching new customers outside of your category allows you to help inspire shoppers to consider products that might be relevant to them

• Review Amazon’s Market Basket report, which shows the top 3 products most frequently purchased at the same time as the Brand Owner’s products - Use this data to create ads that show up in the “Sponsored Products Related to this Item” carousel on Amazon

• Target detail pages for top selling competitor products that relate to your products. Review the Item Comparison Report which shows all the different ASINs that were viewed and compared against your ASIN. These are your competitors and provides you with an indication of which products you should target.

• Play defensive and target closely related / complementary products in your own catalog to make sure shoppers who land on your product detail pages do not see competitor products

If you are interested in learning more, click here to connect with a sales representative or, if you’re an existing Marin customer, reach out to your Marin Customer Success Manager for more information.

Welcome to part two of our Amazon Prime Day 2021 three-part series. In part one, Are you ready for Prime Day 2021?, we took a look at last year's performance, noted key deadlines for retailers, and highlighted some top-level levers to get the most out of Prime Day, before, during and after the event.

Since our last blog, Amazon announced that Prime Day 2021 will kick off at midnight PDT (3 AM EDT) on June 21 and run through to the end of June 22.

There’s still some lead up time to the event, so in this blog we’ll expand upon the key levers and focus more on best practices and optimization techniques for promotional periods such as Prime Day:

Experiment with Sponsored Brands creatives

• Create ads that showcase your top products and also products featuring deals.
• Forgo generic ad copy and use custom headlines that relate to the products you are featuring and your audience strategy.
• Try out new headlines and different collections of products to see which outperform the others.
• Review new-to-brand metrics, which can help you to measure the number of first-time customers or total first-time sales your brand acquired.

Use Sponsored Display for the the lead up to Prime Day

• Product targeting and audiences for Sponsored Display can help you to reach more audiences before the Prime Day event, and it will also help with brand awareness during the lead-up too.
• Review new-to-brand metrics to help determine whether an ad-attributed purchase was made from an existing customer or one buying your brand’s product on Amazon for the first time.
• Adjust budgets, add more ASINs, and broaden your reach prior to the Prime Day week. These three steps, according to Amazon, drove an average 3x sales lift and +45% better ROAS during Prime Day 2020.
• Sponsored Display is a great way to reach shoppers at every stage of the shopping journey:

1. 
   
2. Awareness - Utilize category targeting, Amazon Audiences, and Views remarketing to grow the total audience of Amazon shoppers who are aware of your products.
3. Consideration - Utilize Views remarketing, Amazon Audiences, and product and category targeting to help maximize purchase intent by telling your brand's story.
5. Purchase - Utilize Views remarketing and Product targeting to help stay visible when shoppers are ready to buy.
7. Loyalty - Utilize Views remarketing and product targeting to drive repeat orders and engagement with your Amazon Stores.
8. 
   

Drive shoppers to your Amazon Store

• Engage shoppers with curated pages that showcase your deals and top products
• Use product detail page placements to showcase your brand to shoppers viewing related categories, and direct them to your store.
• Sponsored Brands Store Spotlights let you feature Store pages in your creative, along with a customizable headline, sub-page image, and label (US Only).
• If your SB campaign is targeting product keywords around products that are found in a specific page in your store, you should link directly to that specific page.
• Creating separate campaigns for each keyword strategy will give you visibility into how each strategy performs. For example, if you’re targeting keywords that contain a competitor’s brand name, separate them into their own campaign to see how well you’re able to drive a competitor-related search to your Store.
• According to Amazon, linking Sponsored Brand campaigns to a Store delivers +29% better return on ad spend when compared to linking to a product list page.

Schedule your Store updates

• Scheduling enables you to build out Prime Day updates for your Store to showcase your promotions and offers ahead of the Prime Day event. Aim to have a Prime Day version of your store created by June 14.
• Showcase deal ASINs in your Store, including on special deal pages. Leverage the Featured Deals Widget within Stores to showcase Prime Day-specific deals and discounted items or promotions - and choose between Lightning Deals (when available) and Deals by Category.

Drive discovery and engagement with Sponsored Brands video

• Use Sponsored Brands video to stand out in desktop and mobile shopping results and help shoppers discover your brand and products as they shop on Amazon during the leadup to Prime Day.
• Review our earlier blog post, Video Ads on Amazon, Do I Need to Get Involved?, for Marin’s top tips and insights on running Sponsored Brands Video ads.
• According to Amazon, Sponsored Brands video campaigns have, on average, shown 127-267% higher CTR compared to product collection campaigns.

Keep your ads discoverable to shoppers

• Boost your daily budget to help ensure that your ads serve throughout the Prime Day event. Amazon recommends a 200% increase on your average daily spend.
• For the budget-conscious retailers, consider using Marin’s Amazon dayparting / ad scheduling solution where you'll be able to increase or decrease your keyword bids not just on a certain day, but also by a specific hour – as precisely as 15-minute increments. For example, if you know historically you saw a 20% increase in revenue/clicks between 1PM and 3PM, you can set a 20% boost to increase your bids during those specific hours.

Improve campaign performance

• Pause low-performing campaigns, and consider moving the budget to high-performing campaigns
• Use negative targeting to restrict how your ads appear, which is especially important for broad match keywords.
• Consider using Marin’s machine learning bidding algorithm to help raise ACOS and improve ROAS Marin was able to increase exposure by 79% for Buyagift (a leading provider of gift experiences in the UK) by optimizing bids with our leading ad management platform. We were also able to increase click volume by 36%, with a 7.4% lower cost-per-click than before. The campaign grew awareness and engagement, and ultimately helped Buyagift boost revenue on Amazon by 17%. See the Amazon case study for more information.
• Use Amazon Budget rules to automatically adjust budgets based upon performance or seasonality.

Use Product Targeting to increase your market share, defend your brand and drive more sales

• Hijack the detail pages of competing high-performing products to increase your impression volume if you are trying to launch a product in a competitive space.
• When targeting competitor products, make sure the product is a similar product to the one you are selling to make sure you have the best chance of a conversion to take place.
• Consider targeting complementary products that go well with yours. For example, if you are selling a foundation makeup brush, place your product on the detail page of a liquid foundation for the face.
• Defend your branded space by targeting your own products to combat the risk of a consumer navigating to your detail page and then clicking on a competitor’s ad.

Get on board with Amazon Attribution

Amazon Attribution provides visibility and insights into how non-Amazon digital marketing (search, social, display, video and email) impact shopping activity and sales on Amazon. Without the Marin + Amazon Attribution integration, you will not be able to connect the cost from a paid search or paid social click to a resulting Amazon conversion metric (such as page views, add to carts, and purchases).

• Gain an accurate measure of your ROI by seeing cost and revenue data together.
• Utilize Marin’s automated bidding against total revenue, including Amazon Attribution revenue data and event metrics.
• According to a survey, 52% of shoppers are more likely to buy an unfamiliar brand on Amazon vs any other store.
• Create Google Sitelinks with the messaging “Buy Now on Amazon” that take visitors directly to your Amazon Store, or an Instagram ad that takes visitors directly to the Amazon product detail page with an “Add to Cart” button.
• AccuQuilt was able to increase revenue +213% while improving ad clicks by 154% and average order value by 17% using the Marin + Amazon Attribution Integration. See the case study for more information.

Bidding for success

Make sure that your bids are competitive, even after Prime Day has ended. Amazon’s research shows that it’s between 6 and 7 days from when a shopper browses to when they actually make a purchase, and an average shopper makes 14 detailed page views before making a purchase. With that in mind, there's ample opportunity to improve performance for the period after Prime Day has ended.

• Take the strain out of manual bidding by using Marin’s machine learning bidding algorithm to automatically calculate bids based upon your targets and goals.
• Use Marin’s automated bidding in conjunction with our Promotional Bid Modifier optimization. This automatically draws on your historic Prime Day performance data to optimize bids based on your promotional calendar. The algorithm uses your historic data to generate keyword-level boosts based on each keyword's performance during previous Prime Day promotions.
• Use Amazon Dynamic Bids “up and down” - If a click is likely to convert, Amazon will raise your bid up to 100% for placements at the top of the first page of search results and up to 50% for all other placements. This is fully compatible and works in conjunction with Marin’s bidding algorithms.

It may seem like that’s a lot to take in, but as with any digital marketing activity there are numerous optimization strategies to help improve performance. The ones mentioned above are some of the key levers available to get you the best out of Prime Day 2021.

Look out for part three in our series, which highlights some of the strategies to keep the momentum going during the period after Prime Day. In the meantime, if you are interested in learning more, click here to connect with a sales representative or, if you’re an existing Marin customer, reach out to your Marin Customer Success Manager for more information.

Marin Software has been recognized as an Apple Search Ads Partner specializing in campaign management. Apple Search Ads Partners are leading companies skilled in helping Apple Search Ads Advanced customers manage, measure and optimize their campaigns. Marin has been helping digital advertisers get the best performance from their advertising campaigns for almost 15 years and has helped manage and optimize over $40 billion in advertising spend.

Our self-serve MarinOne platform has been helping advertisers manage and optimize their Apple Search Ads campaigns since 2019. In the first quarter of 2020, our client’s Apple Search Ads spend grew by 200% year-over-year, a sign of their success with this advertising channel.

As an Apple Search Ads Partner, Marin will work closely with Apple Search Ads to provide our joint customers with the highest level of support and expertise, including sharing best practices and implementing the latest Apple Search Ads features.

“Apps represent an increasingly important part of the marketing mix for many advertisers, not just for app and game developers,” said Chris Lien, Marin’s Chairman and CEO. “Our customers have seen fantastic results using MarinOne to optimize their Apple Search Ads while coordinating with their other search, social and eCommerce campaigns.”

Paddy Power, one of the most popular betting brands in the UK and Ireland, tested Marin Bidding on their Apple Search Ads campaigns to see if they could improve efficiency and lower CPCs and CPAs while maintaining steady app installs and revenue.

“We tested Marin Bidding on Apple Search Ads and our CPAs came down by 30%. Our CPCs became more manageable and we were able to free up budget to re-invest in additional growth opportunities. We’re thrilled with the results, and we plan to keep using MarinOne Bidding for Apple Search Ads on other lines of business in the future,” noted Anthony Elders, Head of Search, Paddy Power Betfair.

The powerful MarinOne platform integrates with leading mobile measurement solutions including Kochava, Appsflyer, Branch and Singular, as well as traditional measurement solutions like Google Analytics  to give advertisers a complete view of their return on investment.

Our optimization tools help identify optimal levels of spend while MarinOne bidding delivers the best possible performance. MarinOne’s Insight module automatically identifies opportunities in your account with estimates of potential value and easy implementation.

Automation tools make it easier and more efficient to manage Apple Search Ads campaigns. Advertisers can manage their Apple Search Ads alongside their Google Universal App Campaigns, making it easy to share insights across publishers.

Click here to get started with Apple Search Ads today.

It’s that time again. Over the past few years - typically around mid-July - Amazon has launched Prime Day for its Prime members to shop new deals and discounts. Although last year’s shopping event was delayed to October due to the ongoing coronavirus (COVID-19) pandemic, Amazon’s first quarter results call, the company announced that Prime Day will “take place later in the second quarter” of 2021, which means we’re likely to see Prime Day hit sometime in June.

The Prime Day page is up and reads “Prime Day is coming,” although as of this publication no “official” announcement has been made to confirm when Prime Day will actually take place in Q2. However, as the last shipping cut-off date and FBA inventory cut-off date is June 13th (shown below), we’re betting that Prime Day will take place sometime between June 14th and 27th.

Looking Back: Prime Day 2020

According to Amazon’s press release, and SimilarWeb’s research, Prime Day 2020 was a record-breaking event worldwide with an increase in sales of nearly 60% from the prior year and amazing deals across a variety of categories from small businesses to top brands. Some of the key takeaways from 2020 Prime Day are shown below:

These results represent a staggering growth opportunity for any retail company. So if the numbers above aren’t enough to persuade you to take part in Prime Day 2021, bringing with it the potential to reach a colossal number of shoppers, then what will?

Getting the most out of Prime Day

Although Prime Day is officially a one- to two-day event, retailers should consider the lead up to the event and also the period after to be just as important. You should consider separating your activity into three phases: before, during and after.

Prep for Prime Day - Key dates for retailers

MAY 20 - JUNE 13: Inbound shipping cutoff for vendors. Deal inventory must be in transit:

• May 20: the United States and Canada
• May 30: India
• June 1: Australia and Mexico
• June 6: the United Kingdom, Germany, France, Italy, Spain, the Netherlands, Turkey, the United Arab Emirates, and the Kingdom of Saudi Arabia
• June 13: Japan

MAY 28 - Deadline to submit coupons in the United States, Canada, Mexico, France, Italy, Germany, Spain, the United Kingdom, Japan, the United Arab Emirates, the Kingdom of Saudi Arabia, and Australia.

MAY 30 - JUNE 13: FBA inventory cut-off date for sellers. Make sure your shipments arrive at Amazon well in advance of key shopping dates. Inventory should arrive at Amazon’s fulfillment centers by this date to ensure your products are available for customers during Prime Day:

• May 30: India
• May 31: the United States and Canada
• June 1: Australia and Mexico
• June 6: the United Kingdom, Germany, France, Italy, Spain, the Netherlands, and Turkey
• June 7: the United Arab Emirates and the Kingdom of Saudi Arabia
• June 13: Japan

In part two of our Amazon Prime Day 2021 blog series, we’ll go into greater detail about our recommendations and techniques to boost your Prime Day performance with key strategies to maximize returns.

In the meantime, if you are interested in learning more, click here to connect with a sales representative or, if you’re an existing Marin Software customer, reach out to your Marin Customer Success Manager for additional information.

Marketers know the importance of an optimized conversion funnel and its impact on a business's profit. However, complex conversion funnels with long sales cycles are typical in many industries.
Buying a car, finding the right university or procuring a new piece of software can often take months (and sometimes years) from initial research to completion.

When it comes to paid media optimization for a business with these complex and often lengthy conversion funnels, marketers often face a crucial question: Which stage of the funnel should I use for my bid optimization?
Well, what if you didn't have to pick and you could factor in multiple stages of a conversion funnel into one bid calculation? This concept is known as full funnel bidding.
This blog will explore full funnel bidding and why it is so important.

Let's start with the basics: good bid optimization requires useful data, so tracking each stage of the conversion fully is key for funnel optimization.
Sometimes an ad doesn't lead directly to a sale but instead starts a customer down a path that leads to purchase later on. The aim here is to measure each action (stage of the funnel) a user took in both an online and offline world and then tie it back to advertising spend. Although it can be a challenge, fortunately, there are numerous methods of connecting data from the offline world back to online activity. Connecting CRM actions through a unique identifier, matching order ID data or leveraging dynamic phone numbers are a few methods for measuring offline conversions and/or lifetime value.
This data will help advertisers better understand their conversion funnel to target and optimize their marketing campaigns for increased profit.

Why Not Just Optimize to the Final Sale?

So once tracking is in place for each stage of our conversion funnel, shouldn’t we optimize our marketing campaigns to our final sale or LTV?
Well, there are several reasons why this might not be the best solution:

Data sparsity – Due to the nature of conversion funnels, downstream conversion events will have fewer data points than upper funnel conversion events. Data sparsity can make it more challenging to optimize your bids.

Data accuracy - For many sales cycles, there are weeks, months or even years between a click on an ad and the final conversion. Latency can lead to situations where you have advertising cost, but you won't know if it will lead to a conversion.

Reactivity – Advertisers want their bids to stay reactive to market changes. Due to latency, this is not always possible if you are optimizing for your final sale.

So how do we solve these issues? That’s where full funnel bidding comes in.

Full Funnel Optimization – Getting the Best of Both Worlds

Full funnel bidding allows advertisers to use a top-of-the-funnel conversion type for bidding while also factoring in final sales values as a second bid factor. This approach enables advertisers to grow efficiency and revenue from the sales funnel's final stage while maintaining reactivity to the recent market changes in upper funnel conversion points. Bids stay reactive to market changes, while efficiency targets are based on latent conversion metrics, giving the ability to optimize simultaneously to upper funnel leads and to lower funnel value defined as revenue or customer lifetime value.

Take the below example:

We're looking at two high-volume keywords with the same number of clicks.

You can see that keyword one drives a lot more leads than keyword two. Given it has a higher conversion rate, it makes sense to reward the first keyword with a higher bid.

However, as we moved down the conversion funnel, keyword two, with fewer leads, drove significantly more revenue than keyword one. Keyword two, with better lead quality than keyword one, is boosted with a 2x bid adjustment, while keyword one, the driver of a large number of leads but with low quality, is adjusted downward. This adjustment results in very different bids than were previously calculated, focusing strictly on leads.

Marin Software provides an automated full funnel bidding solution - called Marin Full-Funnel Bidding - as part of our new industry-leading bidding algorithm, and which also works with the publishers’ own bidding solutions. If you would like to find out how this could work for your business, get in contact and one of our account team members will be in touch shortly.

Apple’s latest iOS update has now launched and users are now updating their software to version 14.5.

Apple has also announced dates for its annual Worldwide Developers Conference (WWDC), which should include announcements for iOS 15, and will take place from June 7th through 11th.

How will this affect me?

Starting with iOS 14.5, iPadOS 14.5, and tvOS 14.5, you’ll be required to ask users for their permission to track them across apps and websites owned by other companies. Unless you receive permission from the user to enable tracking, the device’s advertising identifier value will be all zeros and you will not be able to track them.

When a user opens an app, such as Facebook, they will be asked whether they consent to having their activity tracked across apps and websites they use, which if they decline will have an impact on businesses being able to monetize through ads. Given Facebook’s heavy dependence on app advertising, this will negatively impact their Audience Network, resulting in the loss of accurately targeting and measuring campaigns and making it much harder for small businesses to reach their target audiences. According to Facebook, when testing using constrained delivery, more than a 50% drop in revenue occurred when personalization was removed from mobile app ad install campaigns.

Ultimately, despite their best efforts, Facebook and other apps have no choice in the matter but to comply with Apple’s new rules and regulations or otherwise have their apps blocked on the Apple App Store.

What’s next on Apple’s agenda?

Apple announced back in February that in early spring 2021, they would add support for Private Click Measurement (PCM) for iOS and iPadOS apps, in addition to websites. Developed by Apple’s browser engine WebKit to support measurement of online advertising, PCM will allow you to measure the effectiveness of advertisement clicks within iOS or iPadOS apps that navigate to a website. According to Apple, “This information can be used to understand which advertisements drive conversions (such as purchases or signups) — while maintaining user privacy”.

While this is a step in the right direction toward heightened privacy, we’re yet to see how this will impact customers and whether PCM is viable in the long run. PCM attribution reports will contain limited data in addition to being delayed randomly between 24- and 48-hours to disassociate events in time. This change is very interesting for Safari users, but other browsers such as Chrome, Firefox or Edge would need to implement PCM for it to become a web standard. What is promising, however, is that WebKit states “We are working with them to get there” so who knows, maybe sometime in the future PCM will become “the norm” to measure advertising.

Is there a silver lining?

Make sure that your measurement system is using a first-party approach and, if possible, combat conversion attribution restrictions further using a server-to-server approach.

As mentioned in our earlier blog post about browser cookies, for advertisers relying on third party cookies for ad targeting, you should look to diversify your ad buys to account for potential lost opportunities as these options go away.

For Marin customers, you can leverage our cross-channel conversion tracking pixel – Marin Tracker – which complies with GDPR and CCPA regulations and meets Apple iOS requirements. Our proprietary Marin Tracker dashboards include de-duplicated, click-based conversions with transaction IDs for an unlimited amount of conversion events. As advertisers prepare to sunset ad tracking via cookies, Marin is doubling down on our privacy-first ad tracking and measurement solutions.

Feel free to download our latest Marin Tracker overview, which showcases our solution to privacy-safe measurement for a post-cookie world, the challenges that marketers face, and how using Marin Tracker can combat these obstacles.

If you are a Marin Social customer and have questions about the impact of the iOS 14 updates, read our blog post on the Five Fundamental Changes After the Apple’s iOS 14 Release or, alternatively, reach out to your Marin Customer Success Manager for more information.

MarinOne Insights generates over 5,000 recommendations for our customers daly, identifying millions of dollars in potential performance improvements from their digital marketing programs.

Insights are automatic, tailored recommendations that help advertisers get more out of digital marketing campaigns and provide them with the tools needed to quickly implement those recommendations.

This week, we have added these four new Insights to MarinOne:

Landing Page Errors

Sending traffic to a broken web page is a waste of spend and a terrible experience for your customers. MarinOne automatically crawls your top landing pages by spend, and surfaces issues such as a 404 error codes.

Marketers should either fix the landing page or pause the keyword until the landing page issue is resolved.

Bid Strategy Performance

The bidding tools in MarinOne help you get the best performance for a given target (e.g. ROAS or CPA) but did you know they can also help you understand what your performance would look like at a different target.

This Insight identifies MarinOne Bid Strategies where adjusting your target would yield improved performance. In other words, we look for situations where a different target would increase the overall profitability of your campaigns. Marketers can then adjust the Bid Strategy targets if the forecasted outcome aligns with their campaign goals.

Disapproved Ads

With the publisher’s rules for what is permitted in ad constantly evolving, it’s easy to lose track of policy violations that can result in ad groups not serving. This Insight identifies ads that have been disapproved within the last 2 weeks.

Marketers should then either submit a policy exemption request to the publisher or add a new creative to the group that is within policy.

Duplicate Keywords

On a large account, it’s inevitable that you will have duplicate keywords creating clutter and complexity in your accounts that should be avoided. This Insight identifies duplicate active keywords.

The marketer can easily pause the keyword with a lower quality score. If the Quality Score is the same, pause the keyword with less spend in order to preserve the keyword with more historical data that can be leveraged by an automated bidding solution.

Marin customers can check out their Insights today, or if you are interested in learning more, click here to connect with a sales representative.

Sponsored Brands video is a relatively new ad format from Amazon that can display an eye-catching video alongside the ad on the Home Page, Detail Page and Search Results Page on Amazon, across desktop, mobile and tablet devices. What’s great is that these ads will automatically play when the video is at least 50% visible on screen then pause if the video is scrolled out of view.

How difficult are they to set up?

Sponsored Brands video ads include the advertiser’s brand logo, a text headline, and a call-to-action link alongside the video player as default and do not require creative design support from Amazon Advertising. Plus, thanks to the standardized mute function, the annoyance level of Sponsored Brands video ads is very low.

The product image and associated information (title, price, review count, star rating and Prime eligibility) are automatically displayed, so the only step to be taken is having the video content created for the brand or product in question. However, once the video is available, the process is simple and the ad can be created in a matter of minutes. As with any video ad, certain guidelines must be met, which can be found on Amazon’s website here.

Why should I put in the effort?

Ask yourself the following questions;

• Do I want to reach incremental shoppers and boost sales?
• Would I be more likely to stop and take notice of a moving image rather than a static one?
• Do I want to increase my brand’s exposure on the world’s #1 most visited internet marketplace?
• Do I want to show off a new product or strengthen a top seller with impactful visuals that tell a story?

If you answered yes to any or all of the above then it's a no-brainer--you should unquestionably take advantage of this valuable opportunity to increase your exposure on Amazon.

Top tips for your Sponsored Brands video ads

1. Don’t start the video with an empty frame, feature the product prominently within the first second
2. Keep it brief - Aim to have a video length of 15-30 seconds to relay your message
3. Videos should work without sound - Remember, the majority of viewers won’t have their sound turned on, so make use of subtitles
4. If appropriate, ensure that on-screen text / subtitles / captions can easily be seen and read across all devices. Amazon recommends “using Helvetica or a similar san-serif font at a minimum size of 80 px”
5. Add a logo at the beginning and end of your video to remind the viewer who you are
6. Consider using a custom background image behind the video player to stand out even more
7. Include a call to action (CTA) within your video that’s punchy and precise, i.e. ‘Learn More’ or ‘See Details’
8. A/B test your landing pages to understand your best performers. Customers can be sent to an Amazon Store Page, Product Listing Page or Category Page
9. Time is of the essence, so forgo the whimsy fade-ins and lengthy introductions, and keep the video brief and straight to the point. Customers need to know what you’re selling straight off the bat
10. If using music in your video, keep in mind your audience and don’t use a soundtrack that's annoying or loud
11. If your goal is consideration or purchase, focus on what makes your product unique and why customers should buy it over your competitors
12. If your goal is brand awareness, focus on building a connection between your potential customer and the product you’re trying to sell

How can Marin help?

Marin is here to support our eCommerce customers in any way possible. Amazon Sponsored Brands video is just one of the many ad types supported in MarinOne, giving our customers the opportunity to use our award winning, robust AI-powered bidding solution for Amazon video ads. Below are some additional advantages of using Marin to manage your Amazon sponsored ads:

• Complete visibility of all settings and performance metrics across all levels: Campaign, Group, Keyword and Ad
• Marin keeps all historical performance data whereas the Amazon console makes only the most recent 90 days available
• Use Marin’s Bidding for enhanced long-tail keyword targeting results with progressive lookback modeling
• Combine AI with inventory signals and contextual modifiers
• Have visibility into attributes, including Image, Price, Rating, Reviews and Availability
• Marin’s Keyword Expansion tool allows you to quickly and easily add search terms as new keywords or negative keywords for your Amazon activity, as well as the ability to see conversion and revenue data for each search rerm
• Link conversions and revenue driven on Amazon with your Google, Bing, Pinterest, LinkedIn, Verizon Media and Facebook spend using Marin’s Amazon Attribution solution
• Improve performance and combat wasted spend by adjusting bids by day-of-week and hour-of-day using Marin’s Ad Scheduling (Day-Parting) Tool
• Isolate underperforming keywords and ASINs using advanced filters
• Maximize growth opportunities with budget planning and predictive intelligence

To learn more about Amazon Sponsored Brands video and beyond, reach out to your Marin Customer Success Manager or click here to schedule a conversation.

Everyone in search advertising is aware it’s coming, and trying to figure out where the pieces will fall. How will it impact the industry and more importantly, you and your business ?

As tracking is a complex, granular topic, I’ve asked Aleks Nikitina, Senior Solutions Architect here at Marin Software, to go through this topic in more detail and provide suggestions on what to do next.

Can you tell us what the latest Google announcement is all about?

Aleks Nikitina (AN): Google is no longer going to use individual browser history on Chrome to target ads to users. Instead it will use what it calls and I quote “privacy preserving APIs, like the "Federated Learning of Cohorts API" (FloC), to deliver relevant ads.”. In a nutshell, Google will group users by interests instead of identifying them individually.

How does this link to cookies?

AN: Historically, Google used third-party cookies to target ads across websites. Now, they are moving from this cookie-based approach of targeting to instead target wider audiences and provide more privacy to individual users. Google moving away from third-party cookies is the next step in the trend the industry has been following over the last few years. Similar to Apple’s Safari ITP (Intelligent Tracking Prevention), Google is moving to what they call, the Sandbox approach.

Browsers are shifting the industry tracking to a new path that is all about user privacy. However first party tracking will be allowed. In itself, the cookie remains very much alive.

First party data is the data that is tracked directly on brands’ domains. Some of our clients have their own internal tracking solution or use tracking vendors as a first party tracking solution, which will continue to work, however there are restrictions on the conversion window available to cookies in Safari.

What should the search marketer add to their to do list or goals beyond 2021 as a result?

AN: The first step is to make sure that your measurement system is using a first-party approach. The latest version of the publisher tracking pixels and Google Analytics are all first party. Even better is to consider a server-to-server approach that avoids some of the conversion window restrictions.

For advertisers relying on third party cookies for ad targeting, you should look to diversify your ad buys to account for potential lost opportunities as these options go away.

Do we know when this change will happen?

AN: It looks like Chrome will turn off third party cookies in some time in 2022, but the Privacy Sandbox will make its way into Chrome in April 2021. And of course Safari already blocks third party cookies, so I would recommend looking into alternative solutions as soon as you can.

What about our users at Marin, how can we help them in this transition?

AN: Marin Software users should reach out to their platform representative to start the conversation, who will bring in the help of the Professional Services Team where I work.

To give you an idea of how the different integrations will be affected, I cover below the main 3 tracking setups:

• Marin Tracker: The main Marin Tracker solution is used by clients’ placing Marin conversion and click tags directly on their websites or via tag managers. This serves as a first party solution, which will continue working in today’s world. Marin also offers a server-to-server integration for our clients, where the clients’ server is making a call to Marin’s server to pass on details about the conversion event that took place on the client's website. Server-to-server solution is the way forward with the industry’s path change. Here, clients fully control what their partners (third parties) have visibility on.
• Google Analytics: Similar to Marin Tracker option, clients are setting up GA tags on their website as a first party solution, which will continue working across browsers after this update, as it does today.
• Revenue Upload: This will depend on where the data is coming from. If the client is sending Marin data from a third party, then they need to connect with their selected data vendor to identify next steps. However if the client is already sending Marin data from their own cookies, then there is nothing for them to do here.

These industry breaking changes are right around the corner, are you ready? Get a deeper understanding of these changes and learn about Marin’s privacy focused solutions here.

Apple has been busy adding privacy-related features in iOS14. In December, with iOS 14.3, Apple added “Privacy Nutrition Labels” to the app store, clearly summarizing the applications privacy practices, including what information is collected and how it is used. App Tracking Transparency will be required with iOS 14.5 later this spring. Developers must ask users to opt in to tracking for advertising and other purposes.

In this blog, we give you a perspective on how marketers should be thinking about these changes. To learn more, don't miss our webinar Find Your Way in the Cookieless World on Thursday, March 25th | 10am PT - 1pm EST - 5pm GMT.

Apple’s iOS 14 updates are great for users’ privacy and Facebook is rolling with Apple updates by introducing breaking changes that facilitate enhanced privacy options. Since many of our Marin Social customers have questions about the impact of the iOS 14 updates, we want to assure customers that Marin is well positioned for iOS 14 updates along with providing a recap on the impact of iOS 14, especially for Facebook users and advertisers.

In terms of impact on Facebook users, Facebook is introducing a screen to prompt iOS 14 users to opt in to Facebook ad tracking. The carrot is better ad personalization. If users opt out, limited information about conversions, generated by FB ads to that user, will be available to advertisers.

In terms of impact on Facebook advertisers, Ads Manager contains detailed, account specific, action items for advertisers ex. selecting only eight conversion events for optimization efforts across an account. However, after the iOS 14 updates go into effect, advertisers can expect five fundamental changes:

Facebook will have limited conversion tracking for iOS 14 users that opt out. And many will opt out.

• Facebook pixel Cookie Window is limited to 7 days for clicks and same day for views; this may lower reported conversions. In terms of impact scope, a majority of Marin Social advertisers attribute Facebook conversions to clicks that occurred up to 28 days before the Sale/Form Fill. As such, we expect a majority of Facebook advertisers to be impacted by this change and we recommend proactively updating Attribution Settings.
• Advertisers with multiple domains can no longer attribute conversions from paid traffic across multiple domains. Customers that drive paid traffic to Domain A and convert the same visitors on Domain B will be directly impacted by Apple’s Private Click Measurement (PCM).

Audiences based on website interactions and mobile app engagements will decrease in Size and Reach.

• App advertisers will no longer be able to use ‘app connections targeting’ e.g. they cannot target people that are connected to App fans/followers.  
• Facebook Audiences for retargeting (WCA and MACA) will contract in size due to iOS users opting out when the Facebook prompt is shown. Ideal audience size for retargeting and lookalike audience creation is 10,000 people; smaller audiences may yield relatively lower performance.

Publisher reported conversions should not be expected to reconcile with internal systems.

While both Google and Facebook are preparing for a cookie-less future, neither publisher has announced plans for cross-channel ad tracking.

1. each Publisher only includes their view through conversions, but not the others
2. Google includes ‘Modeled’ conversions and Facebook may include estimated metrics for iOS 14 ad campaigns at the ad and ad set level.
3. Each Publisher has different attribution windows for paid clicks.

Advertisers will need to upgrade their tracking.

Facebook is offering a robust server-to-server solution to provide advertisers with more transaction (not user) level details. Cross-Channel advertisers should plan on deploying Search and Social publishers’ enhanced ad tracking solutions alongside a third party’s server-to-server solution like Marin Tracker. This way, advertisers can analyze paid channels performance under the publishers lens and via conversion metrics that are click based, de-duplicated, and measured under the same attribution window.

Facebook Ads will no longer offer demographic breakdowns for conversion events.

Facebook Advertisers should plan on running A/B tests to determine if there's a statistically significant difference in performance between demographic segments.



For Marin customers, our cross-channel conversion tracking pixel - Marin Tracker - complies with GDPR and CCPA regulations along with meeting Apple iOS requirements. Our privacy policy, with more details, is available here. Marin Customers that leverage Marin Tracker can also report on Tracker conversion data via MarinOne. Our proprietary Tracker dashboards include de-duplicated, click based, conversions with transaction ids for an unlimited amount of conversion events. As advertisers prepare to sunset ad tracking via cookies, Marin is doubling down on our privacy-first ad tracking and measurement solutions.

If you need more information about the impact of iOS14 changes on Facebook ads, sign up to our webinar Find Your Way in the Cookieless World on Thursday, March 25th | 10am PT - 1pm EST - 5pm GMT.

Here are some helpful resources:  

From Facebook

• Checklist to Prepare for iOS14 Changes for App Event
• Facebook Webinar Recording
• Learn more about Apple’s iOS 14 Policy

From Apple:

• Documentation provided by Apple related to the SKAdNetwork (Primarily for App advertisers)

The search for better performance never stops. To help our customers get the most out their digital marketing dollar we have upgraded our optimization tools. MarinOne Bidding is our newest bidding solution that delivers peak performance, improved accuracy, faster bid calculations and increased scale.

Customers upgrading to MarinOne bidding from the previous version saw a 10-20% performance improvement and bidding times reduced by up to 95%.

MarinOne bidding automatically incorporates over 75+ signals for incredible responsiveness and accuracy across audiences, devices, geos and more. MarinOne Bidding is simple to set up but flexible enough to meet the needs of your business.  It is especially well suited for advertisers with third-party revenue tracking and longer sales cycles.

Accuracy, Speed and Scale

No need to choose, with MarinOne bidding you get all three:

• Faster Run Times: The bid calculation job for large clients can be up to 90% faster than Marin search.
• Increased Scale: MarinOne bidding can effortlessly handle accounts with 10M keywords.
• Improved Accuracy: Dynamic Clustering algorithms improves predictions on lower-volume terms by strategically sharing across similar keywords via a decision tree clustering technique. The result: an average 28% lift in performance vs. Marin Search.
• More Reactive: Flexible lookback periods efficiently use the right amount of historical data to improve reactions to changing market conditions.
• Powerful Forecasts: In MarinOne’s Optimization page, users can forecast time into the future and explore trade-offs between volume and efficiency for each bid strategy.
• Better Control: Advertisers can specify separate targets by device and MarinOne bidding will optimize based on device-specific performance.
• Better Guardrails: In addition to max Users can set either a Top, Absolute Top, or Search Impression Share Cap.
• Automation of Bidding Target Changes: Scheduled boosts simplify management of changes in bidding targets and can be set globally or segmented by device and publisher, MarinOne bidding can automatically exclude data from data from boosted sale periods. bidding.

Getting Started

Our existing customers using bidding are being upgraded to MarinOne bidding. If you are a Marin Customer looking to get started with bidding, please connect with your account manager.

If you are interested in learning more about MarinOne bidding getting started with Marin, click here to schedule a conversation.

We’ve talked about reporting in previous blog posts and how MarinOne has powerful reporting tools, allowing your marketing team to build personalized dashboards that are shareable and mobile-friendly, customize recurring reports, performance alerts, and automate their Excel or Google Sheet analysis.

However, many marketers are leveraging Business Intelligence (BI) tools to visualize their data.

We built BI Connect to give our customers a powerful and flexible option to integrate all their Marin data directly to their BI tools, such as Google Data Studios, Tableau, or Power BI.

BI Connect provides advertisers an easy and scalable solution to pull data from Marin into your BI tool with unparalleled flexibility, data accessibility, and simplicity:

Flexibility

BI Connect can be used as a data source, allowing you to create custom dashboards and reports in the BI tool of your choice, or accessed directly for integration with your own-in-house data warehouse. Data hosting can be done on your cloud or Marin’s and is backed with enterprise-level data security.

Data Accessibility

• MarinOne integrates data from any analytics or attribution source, and can see deep into your purchase funnels by connecting offline sales to online advertising. BI Connect extends the benefits of Marin’s open platform by giving you third-party revenue data, such as customer LTV and Amazon Attribution data, already stitched together across publishers and channels.
• MarinOne consolidates Search, Social, and eCommerce publishers, giving you a single source to connect your BI tool with all paid media channels, including smaller publishers like LinkedIn, Snap, and Reddit.
• BI Connect enables access to all levels of data, including placements, sitelinks, audiences, product groups, SKUs, Amazon ASINs, and exposure of key metrics in additive form, such as quality score, bid, available impressions, etc.
• Marin-exclusive data, such as Dimensions, Custom Columns, Bid Strategies, and Marin Tracker attribution.

Simplicity

Last but not least, onboarding BI Connect is simple. We do the heavy-lifting, so you can minimize dependency on your internal teams. There’s no need to aggregate or map data because your publishers, revenue, and saved views are already organized and loaded by Marin. Simply connect a query to the BI tool of your choice and hit the ground running!

Learn More

If you’d like to learn more about BI Connect, please reach out to your account rep. Or, if you’re new to Marin and would like to start getting the most out of your BI tool, schedule a demo today.

What are Automated Insights?

There are a lot of moving parts to a digital marketing campaign. So many that it’s hard for even an experienced marketer to know what they need to do to get the best results from their campaign. Collecting data, recognizing the trends for optimization and other paid search strategy efforts often do not come as quickly as advertisers would like. That’s where we come in.

Marin has been providing account insight to our customers for over 10 years and now we are delivering these powerful, actionable recommendations directly in the MarinOne platform.

Insights are automatic, tailored recommendations that help advertisers get more out of digital marketing campaigns and provide them with the tools needed to quickly implement those recommendations.

Automated Insights in MarinOne are designed to

• uncover opportunities to reduce wasteful spending
• capitalize on additional volume in high-performing areas
• Implement learnings from one channel to another

How Insights Work

Each Marin Insight is a customized, cross-channel recommendation designed to increase your campaign’ performance. Unlike recommendations from the publishers, Marin Insights look across channels to identify the most efficient areas of improvement or to highlight where a learning in one publisher can be implemented in another. We also focus on recommendations that align with your business goals, not just increasing spend.

To help you prioritize your work, Marin Insights are always presented with a corresponding performance change. With this information you can easily tell how your account may change as a result of implementing and insight. These performance forecasts are built by analysing recent performance of campaigns, ads, keywords, and products and benchmarking that against the overall account performance.

If your account is tracking revenue data the forecasts will be reflected in terms of predicted change in Revenue and Spend. If your account does not currently track revenue, the prediction is in terms of Conversions and Spend.

Insights are updated daily based on performance data over the most recent four weeks so you never have to worry about wading through old materials.

What Insights Help You Do

Each Marin Insight is presented along with a downloadable report that enables you to go from insight to action. Each report can be uploaded back into MarinOne to apply the recommendation. This workflow gives you flexibility and the ability to accept or reject each recommendation at the most granular level.

Examples of our Insights Include:

Ad Copy Optimization - Identifies the individual word with the most clicks across an ad group's keyword set and determines if that word is included in the highest-traffic creative.

Ad Optimization - Identifies underperforming ads using the KPI and statistical confidence in your A/B test settings.

Budget Capped Campaigns - Identifies high performing campaigns limited by their daily budget.

Keyword Expansion - Identifies non-exact match search terms performing at a lower cost-per-conversion than their parent campaign based on Google conversion tracking.

Keyword Match Type Expansion- Identifies high performing keywords that do not exist on more specific match types.

Keyword Publisher Expansion - Identifies top-performing keywords that are not being leveraged in Bing.

Negative Keyword Expansion - Identifies non-converting search terms based on Google conversion tracking with a statistically significant amount of clicks.

Single Keyword Ad Groups - Showcases which keywords have significant mobile performance to move each into their own ad group so it can get its own mobile bid.

Top Performing Products - Identifies shopping products performing above average within their product group and should be moved to a dedicated product group for additional control.

Key Benefits:

Highly Qualified Recommendations - Volume and performance criteria result in recommendations that are expected to provide meaningful impact to your bottom-line performance.

Performance Predictions - Incremental spend, conversion, and revenue estimates allow you to prioritize your time on recommendations that will have the most impact.

Platform-Ready Exports - Downloadable reports allow you to review Insights at the most granular level. We've also made it easy to implement the recommended changes using a bulk upload.

Click on the Insights tab in MarinOne to see your personalized recommendations today!

If you aren’t yet a Marin customer, reach out today to learn about everything Marin has to offer.

We recently wrote a blog on The Power of Web Queries, a type of scheduled report in MarinOne that is hosted on a URL and automatically updated with the most recent data. These are fully customizable reports, right down to the date range, activity type and even how often the data is refreshed.

The flexible nature of Web Queries means that marketers can automatically import their data directly into Microsoft Excel instead of having to manually download their data and then import into Excel, saving you endless hours of time spent generating reports manually. You can even create dashboards and templates in Excel, which get updated with the most recent data at the click of a button.

The New and Improved Web Query Reports

Since our earlier blog post, we’ve made further enhancements to our Web Query reporting capabilities to not only allow data to be automatically imported into Excel, but now into Google Sheets too.

You’re probably asking why use Google Sheets? What’s the benefit? Well, here’s a few…

• Due to the cloud-based nature of Google Sheets, collaboration between multiple users makes a marketers workflow easier and faster
• Built-in revision history
• No need to constantly press “Save” due to Google Sheets’ auto-save functionality
• Real-time chat window with colleagues
• Access to your Google Sheet and data from any computer/device
• Refreshing of data is automatic on an hourly cadence - no manual intervention needed
• Ability to control access levels to the data, i.e. Read-Only, Edit or Comment access
• Share the data easily with management and stakeholders
• The data can also be synced into big data tools from Google Sheets for enhanced customization and reporting i.e. Google Data Studio
• Pricing – Google Sheets is completely free to use

Setting Up Web Query Reports for Google Sheets

Once you’ve generated your Web Query report from MarinOne, copy the URL and open up a Google Sheet then follow the steps below.

Click into a cell and type =IMPORTHTML(

• This function / formula imports data into a Google Sheet from a table within a HTML page such as Marin’s Web Query reports that are hosted on a URL

The syntax format is =IMPORTHTML("url", "query", index)

• url – The URL of the page to be examined, including protocol (e.g. https://).
  This is where you paste the Web Query report URL that you generated in MarinOne
  
• 
  
• The URL must be enclosed in quotation marks
• 
  

• query – Either "table" or "list" can be used, depending on what type of structure contains the data
  For Marin’s Web Query reports, it will be the query "table", and make sure to also enclose it in quotation marks
  

• index – The index, starting at 1, which identifies which table or list (as defined in the HTML source) should be returned
  For Marin’s Web Query reports, there are three tables to choose from (as shown in the image below)
  

Your formula should look like the example below. Make sure that each syntax is separated with a comma.

=importhtml("https://one.marinsoftware.com","table",3)

• Once you hit enter, the data will be imported into the Google Sheet from the Web Query report
• Once you have the data into the spreadsheet, you’ll need to set the criteria for the data to be refreshed;Click File >> Spreadsheet settings >> in the pop up, click Calculation >> change the recalculation to ‘On change and every hour’ >> click Save Settings

Google will now automatically refresh the data on an hourly cadence, so you can be sure that the most recent data is up-to-date - There’s no need to manually refresh like you have to in Excel

Why not give it a try and enhance your workflow with our latest update? And if you haven’t already, check our earlier blog on Web Query reports: The Power of Web Queries.