Analytics

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 optimization 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 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.

CLV is how much money a customer spends with your business for the duration of your relationship. It’s an important—yet overlooked—metric: rather than looking at a sale as simply a one-off exchange, CLV considers how valuable a customer is over time

Understanding this can help you spend your marketing budget more wisely and keep your customer acquisition costs low. After all, it costs more to attract a new customer than it does to close an existing prospect or keep an existing customer. 

Keeping your CLV high is vital to the long-term success of your business. 

What is CLV?

Customer Lifetime Value (CLV) refers to the profit you expect to make from a customer over time.



For some businesses, this may mean that your profitable customers make larger purchases or many repeat purchases, thereby increasing their value to your business over the lifetime of their relationship with you. 

However, for many industries with long sales cycles, that profit may come months or even years after you’ve established the awareness of your business with the customer at the top of the funnel (think: buying a car, applying to a university, procuring new software, or purchasing a home). These are big decisions and consumers need time to evaluate their purchases. 

5 Reasons to Measure CLV for Your Paid Search Advertising Campaigns 

Regardless of the nature of your customers’ CLV, optimizing your marketing campaigns to CLV is good for business. Here are five reasons CLV matters:  

  1. It helps you keep valuable customers

If you can identify and target high CLV customers, this should translate into higher ROI and could be a good way to improve your campaign performance. 

You may find that there are segments of the market who value your product but have a lower than average CLV/CAC ratio, meaning you're spending too much on acquiring individual customers. If so, it may be worth exploring ways in which you can acquire these new customers at a lower cost or perhaps look for marketing activities where you might get more exposure for the same budget (e.g., by increasing reach).

  1. It decreases CPA costs

Customer Cost-Per-Acquisition (CPA) is the amount of money a company spends on acquiring new customers divided by the number of new customers acquired during a given period. 


You'll notice that different customer types have different CLVs, which means they contribute more or less than others towards paying your CPA. You can use CLV to compare campaigns and determine which ones are performing better, resulting in improved return on investment (ROI).

It's important to monitor this metric over time, as you may find you can reduce CPA while maintaining or even improving your bottom line. This is because the lifetime value of certain customer segments will increase with time on your platform, resulting in an overall decrease in acquisition costs.

  1. It allows you to optimize your bids to different stages of the funnel

Full-funnel bidding allows advertisers to use top of the funnel conversion types for bidding while also factoring in final sales as a second bid factor. This bidding solution enables advertisers to grow efficiency and revenue from the sales funnel’s final stage while maintaining reactivity to recent market changes. Bids stay reactive to market changes, while efficiency targets are based on latent conversion metrics. 

  1. It helps you calculate campaign effectiveness

CLV will reveal which paid search campaigns are more successful, allowing you to optimize your total marketing spend. 

You can compare campaign effectiveness by sub-segmenting customers by their CLVs. For example, instead of just looking at conversion rates for all traffic sources as a whole, you could break down the conversion rates by each campaign. This will make it easier to understand which traffic sources are most effective at converting.

  1. It helps you grow in the long run

CLV isn’t something you need to track all the time, but ignoring it could spell trouble. Keeping an eye on CLV helps you spend your marketing budget more wisely, engage with your customers more effectively, and keep your CPA costs down through better loyalty—all of which helps your bottom line. 

How to Calculate CLV

The simplest formula is as follows: 

CLV = Customer Value (average order spend x number of orders in a year) x Average Customer Lifespan (in years) 

To calculate CLV, you need to track customer metrics over time and calculate your customer churn. This will allow you to determine CLV across any given timeframe.



You may want to deduct CAC (customer acquisition cost) from your total to give you a deeper understanding of the true value of a customer. 

Using a comprehensive reporting suite like MarinOne, you’ll be able to Identify which channels are driving revenue to your business. You’ll then need to track offline sales and interactions back to their source with a conversion tracking solution like Marin Tracker. Make sure to continue tracking touchpoints beyond the initial click-through, all the way through conversion. 

How to Improve CLV

Here are some tips on improving your CLV. 

  • Optimize onboarding. As soon as possible, the user should be able to get value from your product or service (e.g., signups, downloads).
  • Don't focus on customer acquisition alone. It's important to make sure users are retained over time.
  • Optimize CLV by marketing based on customer behavior. If people aren't making repeat purchases or converting to long-term high-value purchases, consider investing in marketing efforts to increase retention.
  • Look for ways to improve value. If customers are joining, but not staying around or buying after a certain period of time, focus on improving user experience and product features.
  • Over-deliver. If your product and service are great, people will come back.
  • Boost user experience. If you can provide an improved user experience, make sure to communicate this benefit in all your marketing efforts. Consider advertising on social media platforms that offer the opportunity for strong engagement.
  • Increase average value order. If customers are buying, but not purchasing many items per order, then there is room to boost sales.
  • Gather market research. If you can gather unbiased opinions about your product or service from potential customers, use this data to create marketing campaigns that will appeal directly to your target audience.
  • Uncover business drivers. You may need to modify your business plan based on what customers are saying.
  • Improve customer service. If you’re not delivering great customer service, customers will avoid dealing with you in the future. Not only that, but they’ll likely share their experiences on social media—which could turn away potential new customers.

Conclusion

Measuring CLV plays an important role in determining ROI, optimizing your advertising spend, and keeping your CPA low—all of which means less budget spent on search campaigns. Optimizing your CLV can provide valuable insights regarding whether or not there is excessive spending on your search campaigns. CLV allows you to evaluate the financial impact in order to re-strategize regarding how various programs are measured and attributed.

How MarinOne Can Help

MarinOne’s powerful self-serve platform connects your offline conversion data to the ad clicks that ultimately drive the sale, making it easy to see which customers are the most valuable and which campaigns have been effective in closing customers. From analysis and reporting to advanced bidding algorithms—analyze the most valuable shoppers, optimize your bids to revenue, and focus your efforts on your best customers. This leads to extending your marketing spend while attracting high-value customers to your brand.

Learn more about the benefits of MarinOne’s full-funnel optimization.  

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.

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.

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