Enhanced Campaigns

As the online space becomes more competitive, brands are going to new and greater lengths to ensure they stand out ahead of the competition. One promotional route that many are choosing is display ads. 

When well-executed, display advertising is an excellent way to capture your audience’s attention. Display advertising allows you to effectively convey your product and messaging. The ads are designed to entice the reader to click through and learn more. 

However, some expertise is required—poorly implemented display ads can negatively impact your business. When they miss their mark, users might find them intrusive and irrelevant, and you could waste a lot of money. 

But what exactly is a display ad, and how do they work? What are some good examples of display advertising? Let’s find out. 

What Is a Display Ad? 

Display ads are a common form of online advertising. There are several kinds of display ads; you’re used to seeing them in emails, and they’re also common on websites and social media

Display ads can serve multiple purposes. Some businesses use them to build awareness of new research, for example, while others will utilize them to promote the company’s products and services. 

How Do Display Ads Work?

When you implement display advertising, you start by choosing the platform you want to promote yourself on, as well as the ad size and positioning. 

The pricing varies depending on what you pick. You can choose several pricing models for display ads, such as cost-per-mille (CPM) and pay-per-click (PPC). When you run an advertisement of this kind, you can choose how long you want the campaign to run and select other parameters—such as the audience segments you’d like to target. 

Examples of Excellent Display Ads, and Why They Work

To help you create an excellent display advertising campaign of your own, let’s look at these real-life examples. Below, you’ll find eight display ads that have worked in the past. We’ll discuss why they’ve enjoyed success. 

Spotify

Music streaming giant Spotify has become well known for its innovative and quirky advertising. The company has run several paid online campaigns, each featuring its instantly recognizable branding. 

Image Source

This is a promotion for Spotify Premium. If you use the free version, you know all too well that the ads can be intrusive to the in-app experience; this ad works because it gets to the point. What they are directly and indirectly saying is, “You can wave goodbye to ads and try the full version of Spotify for 30 days, after which you probably won’t want to return to the free edition.” 

What makes this ad work? It addresses a pain point that customers using the free service all have, and offers an immediate, free (for a time) solution. The text is clear and not cluttered, and the green-means-go action button stands out. Single or two-tone color schemes with vibrant tones are also very effective statistically as they tend to pop out to the user on a desktop or mobile device.

MailChimp

MailChimp is one of the world’s most popular email marketing tools, and its marketing strategy is a key factor. 

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Why does this particular ad campaign work? Well, there are several reasons. Rhyming is a powerful way to make your message stick, and each ad is equal parts funny and absurd—inviting connection through humor. Moreover, the colors are simple and appealing. 

Klarna

Klarna has taken the fintech world by storm, and its advertising campaigns challenge the assumption that the financial services industry is drab. 

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This pay-later service originated in Stockholm, Sweden—where it still has its headquarters. And in the ad you see above, it has dug deep into its Scandinavian roots. Klarna isn’t actually Swedish for “smoother shopping”, so it’s added a bit of humor for users, as you can see with the two characters that pay homage aesthetically to playful Swedish stereotypes. 

The ad also works because the copy is simple—only four words in a unique font—and both the colors and textures suggest the smoothness they’re talking about. 

HP

HP is one of the largest tech companies in the world and is perhaps best known for its printers. How do you make printing seem a little more interesting? Create ads that are fun to view and read, of course. 

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Anyone who has had to file their own taxes knows that tax season can often be stressful. HP’s ad works because it offers a promise—that its product will make your job more straightforward. 

The ad also works because the colors are simple and the printer is at the focal point of the image

Adobe 

Adobe is one of the world’s biggest software companies. Adobe’s solutions primarily focus on helping creatives achieve their goals. Photographers, designers, and podcasters use several tools (e.g.,  Lightroom, InDesign, and Audition). 

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Any photographer will tell you that what they saw in real life often doesn’t look the same on camera. Editing software is useful for improving color quality and creating a unique style, as this ad shows. 

The ad is successful because it sums everything up in four words; you take the picture, before bringing it to life with one of Adobe’s editing tools. The company has also used complimenting colors, making the ad more eye-catching. 

Samsung

Samsung is a global manufacturer of various consumer items, including smartphones and tablets. It's one of the fiercest competitors to Apple. As such, the company needs to ensure that its advertising game is on point. 

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Upon releasing the Galaxy S6 tablet, Samsung produced a campaign with a simple message: you can create work regardless of where you are. The ad appealed to people who might need to create quick prototypes for clients on the go, along with those either traveling or working remotely. 

In addition to the messaging, the ad also works because the colors are simple – and the tablet is the main focal point for the viewer. 

Huawei

Huawei is a smartphone manufacturer headquartered in China. For a recent Christmas campaign, the company put together the following ad campaign.

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The ad encourages people to be present with their loved ones aside, but it’s clever because you can still see the main product that Huawei is trying to sell. Moreover, the candy cane adds to the Christmas theme – as do the shades of red. 

Huawei’s ad was also effective because it played on viewers’ emotions. Christmas is a time to create memories with people you care about, and the messaging reminds people about the importance of disconnecting from the virtual world now and then. 

Puma 

Puma is one of the world’s best-known sports clothing manufacturers. While it isn’t as big as Nike or Adidas, the company still has a huge presence and following – with several major partnerships. 

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Puma has created several memorable display ads in the past, but the ad above is one of the best. It uses the term “we’ve got sole” to describe the fact that puma shoes often have comfortable and sturdy soles, but also that its products have a sense of character. 

Unlike some of the other ads on this list, the Puma campaign features a wider variety of colors. However, they remain pleasing to the eye and work together without looking disjointed. 

4 Ways to Create Your Own Successful Display Ad Campaign

Now that you’ve seen a couple of display ads in action, we can discuss the top factors that will help your own campaigns stand out. 

Set a Clear Goal for Your Ads

Before you start creating copy, you must have a clear goal in mind for your display ad campaign. You can use display ads for several types of goals. Below are three to get your creative juices flowing: 

  • Generate more leads 
  • Increase email subscriptions 
  • Offer a free trial for a premium version of your product 

Consider the action you wish readers to take, and select your words carefully to connect with your audience demographics.

Use Interesting Visuals 

Each display ad example in this article uses interesting visuals. The images are simple and tell the story with minimal complexity, making it easy for the viewer to understand what’s going on.

Color is a critical factor to convey mood and personality, so choose carefully. Warm colors like red, orange, and yellow generally convey a sense of energy and enthusiasm. Blues and purples more often connote poise, wisdom, and stability. Green, of course, makes people think of action and growth.  

Think About Your Fonts

Your text will be the first thing that most people look at when engaging with your display ads, and you should have fonts that appeal to them visually. 

Your fonts should match your branding; using something modern if you sell antiques probably won’t work. Be creative; we recommend trying at least two or three different kinds to see which ones bring more engagement.

Carefully Pick the Platform for Your Ads

Since you can create display ads on several platforms, place them wisely to get the highest return on your investment. Younger customers are often found on platforms like TikTok and Instagram, while more mature audiences can be found on Twitter and Facebook.  

How to Write Copy That Gets People Clicking on Your Ads

Once you’ve chosen your display ad campaign’s goals and visuals, you’ll need to consider the copy itself. Below are some pointers to help you out. 

Understand Your Audience

When you create ad copy, it’s crucial that you understand your audience. How they speak is especially important—tone and style matter. If you’re struggling to write copy that resonates with your audience, consider outsourcing this part to someone from the same demographic. 

Keep Your Copy Short

In each of our display ad examples, the copy is short and gets to the point. People won’t read lengthy ad texts online. Long paragraphs will turn them off. 

You might find it helpful to write a few versions and A/B test them to see which works best. 

Inject Some Humor 

People love laughing, and humor is one of the best ways to connect with your target audience. Don’t be afraid to go a little left-field with your visuals and copy. The payoff is huge if you get it right. Just ensure that it feels authentic and acknowledges a common experience they’ll recognize.

Solve the Audience’s Problem

What’s in it for them? At the heart of all advertising, you need to ensure that you communicate how you will solve your audience’s problem. The reader must want what you are selling, so be sure to communicate your solution clearly and immediately.

How MarinOne Can Help

Display advertising is an excellent way to reach your target audience, and you can have a bit of fun planning your campaigns. The fight for online attention is fierce, but the rewards are big if you successfully portray yourself in the best possible light. 

We hope you are inspired by some of the best display ads of 2022, and that our tips help you create the best ads possible. If you would like to improve your display advertising, MarinOne can help you identify opportunities and optimize your campaigns across Amazon DSP, Yahoo! DSP, and Criteo Marketing Solutions

Schedule a demo with one of our display advertising experts to find out how a display-driven strategy can innovate your marketing strategy.

Each year, the US Search Awards recognizes the best and brightest brands among the world’s leading search and digital agencies and professionals. We compiled advice from eight of this year’s judges on what every brand should do to optimize their PPC campaigns.

This year’s awards will take place at Paris Las Vegas on Wednesday, October 7th. For more information and to enter, visit the US Search Awards website.



Diane Pease

Inbound Marketing Manager, Cisco Systems | @DPease

Monitor Your Extension Performance

With all the hype around ad extensions, we can sometimes get caught up in “extension excitement” – putting site links, callouts, and location extensions on our ads to provide a better user experience. But it’s important to monitor the performance of your extensions, to ensure they’re really working for you in the way you want them to. Create a reminder – and check on a bi-weekly basis. If you have an extension that’s not performing, make adjustments or try removing it. Extensions are a great way to expand your ad, but they need to be monitored.



Matt McGowan

Head of Strategy for America’s Advertising, Google | @Matt_Mcgowan

RLSA. Do it. It amazes me how many clients don't add the tag to their sites. For free, you can bring together intent, context, and audience to help your business drive sales and leads with great ROI. With remarketing lists for search ads, you can modify bids, ads, and keywords for past site visitors. For example, people visit your sports apparel site to check out available styles, and look at the shoe section of the site. You could add these shoppers to a "Shoe category" list. Then, the next time they search for running shoes on Google you could bid more for them. More here.



Richard Gregory

UK Industry Expert | @Smartrich

You absolutely have to be leveraging Gmail Sponsored Promotions (GSP) these days. At a recent SAScon event, Larry Kim highlighted the low CPCs that early adopters of the format have benefited from. One great tip is to run a campaign targeting Gmail accounts containing newsletters from your competitors, remembering to negative your own keywords to avoid upsetting existing customers.



Jim Banks

Global Head of Biddable Media | @Jimbanks

Anticipate the device your users will be on and have ads that reflect that context. If someone is on mobile, then having the CTA as "Call" or "Tap" will get higher CTR (TTR - Tap Through Rate) than "Click". Dayparting is now a 168-hour a week function, and device, location, and time of day/day of week will help or hurt more than keyword, bid, or ad.



Lisa Williams

Digital Marketing Strategist, Author, Speaker, Networker, and Columnist; Sustainable Digital Marketing | @SEOPllyAnna

Look at the performance of high-volume, general PPC ads and test the content for titles and meta descriptions. For example, the shipping message "same day shipping" performed better in Paid than the message "fast shipping". Test the better performing message CTR and conversion to see if you get lift in Organic Search the same way you did in Paid Search.



Matt Umbro

Senior Account Manager, Hanapin Marketing; Founder of #PPCChat | @Matt_Umbro

In order to quickly find keywords that are costing too much and not providing enough (or any) conversions, create an automated rule. I'll generally create a rule that runs weekly and looks at the last 30 days’ worth of data. I'll set the rule to identify all keywords that have seen at least 50 clicks and zero conversions. I'll have these keywords emailed to me so I can choose whether to change my bids, pay particularly close attention to the search queries, and/or pause the keywords all together. You can adjust the filter as you see fit, but this rule helps to easily find poor performing keywords.



John Gagnon

Bing Ads Evangelist | @Jmgagnon

To bid or not to bid? Bid. And, there’s finally concrete data. Bing Ads completed a study measuring the number of clicks a brand received when they were the top organic spot alone, versus the top organic spot plus the top paid ad.

After looking at three million impressions on brand searches for retail during 2014, the study found advertisers saw an incremental 31 clicks for every 100 brand searches when a paid search ad was used in combination with the top organic result. That’s huge!

Only 11 of those clicks would have been received anyways. Adjust your CPA lower by about 18% to account for the overlap – and you have a concrete strategy for bidding on your brand terms.



Jonathan Beeston

Owner, Beetsonomics | @Beeston

If you're a retailer, then of course you're running Shopping campaigns. But your campaigns will only be as good as the product or inventory feed that powers them. Spend as much time optimizing your feed as you would any other part of the campaign, making sure you have the right imagery and search-friendly titles. As you can use the feed with Bing Shopping Campaigns (now in beta), Facebook Product Ads, and Google Shopping, the optimization will pay off more than once.

The deadline for submitting an entry to one of the 22 categories in the US Search Awards is the 17th of July, so download the entry form today and you could be a worthy winner at the glittering Las Vegas event in October during Pubcon!

cpc marin software google enhanced campaigns

The migration deadline has officially passed. I believe some accounts are still being migrated over, however, as I noticed some old legacy paused campaigns that I purposely did not migrate were officially moved over this morning. I figured this would be a good time to go over some high-level data points to see what the performance was pre- and post-migration for our own Marin Software marketing account. (Note: This article does NOT include data points from any of our customers.)

We migrated over on June 12, 2013. That gives us six full weeks of data post-migration. For comparison, I took data points pre-migration for the entire year of 2013 up until the migration date just to get a large enough sample set for the period before, though it should be noted that the before and after comparisons are usually flawed because of seasonality/promotions/budgets anyway. By the nature of our business, we don’t do a ton of marketing through mobile search. I would like to preface the analysis of our data below by pointing out that the impact of enhanced campaigns on our account may not be as profound as it would be on a retailer that relies more heavily on mobile searches to drive sales or customers to their stores. After the migration, we kept our search bids even and dropped the mobile bids by 50%. Here what we’ve seen so far:















Enhanced Campaigns Change

CTR



CPC



Avg. Position


Post-Migration (% change over pre-migration data)

+12.34%



+16.60%



+0.0%





We’ve seen a healthy increase in our Click-thru rate but also a larger increase in our CPCs. Our average position has remained constant over this time period so there's nothing alarming there. I didn’t include conversion and conversion rate data as we’ve made some significant changes post-click in the last couple months which makes me think that the changes on that front are more weighted due to that. It’s nice to see we’re initially getting more clicks per impression, but it is worrisome that our CPC has risen so much in the last 6 weeks.

All in all it’s still early, but our results are a mixed bag. I’ll continue to monitor them over the next several weeks and start working on some changes to our bidding strategy by segment to find the optimal sweet spot in the new Enhanced campaign world. Let us know if you have any stories to share.

Google will automatically upgrade all AdWords campaigns to enhanced campaigns starting today. It's been a long countdown, but we hope you have made a smooth transition and are seeing good results.

To celebrate, we’ve put together a series of commemorative GIFs:



Google did what?





What about Quality Scores? Mobile is mandatory?





Okay, maybe this isn't so bad.





Done!

marin software mobile ads



Unless you’ve been living on another planet for the last 6 months, you’re no doubt familiar with what is arguably the biggest change in search advertising since the launch of AdWords – Google’s Enhanced Campaigns. The invention and launch of Enhanced Campaigns from the search engine giant has made it easier for advertisers to scale their campaigns to take advantage of the, now significantly sized, mobile audience.

In the US, mobile devices (smartphones and tablets) now account for 25% of overall clicks from search [1]. More than 50% of the UK population now owns a smartphone and some sites receive more than 30% of traffic from mobile devices, so the importance of mobile commerce cannot be ignored [2].

We’re often asked by advertisers of all different sizes, from different verticals, how to make the most of the opportunity. Today’s blog post outlines four ways for advertisers to embrace mobile search and ensure that you do not miss out on engaging with the growing mobile search audience.



Mobile e-commerce (Mobile Site Links)

Web users all around the world are using smartphones and tablet devices throughout the purchase cycle. Retailer and service providers are benefiting from increasing levels of user-confidence in mobile devices; a study by eMarketer showed that 61% of respondents had purchased a product online using a PC, with smartphone and tablet users less than 10% behind, at 52%. During the research phase, the results are even closer, with 50% of worldwide internet users reporting using a PC to review a brand or product online, the same percentage report using a smartphone and 52% have used a tablet [3].

Retailers and service providers are ahead of the pack with the majority now offering a fully-functional mobile website. The next step is to make it easy for potential customers to find your website: ensure maximum keyword coverage through correct migration to enhanced campaigns and calculate mobile bid adjustments to reflect any differences in performance you see across different devices (for more information, please read our white paper, "The Search Marketers’ Guide to Enhanced Campaigns").



Click to call ads

For brands whose products or services are often bought over the phone rather than online or for those who do not yet have a mobile ready website, click to call ads are a great solution. These ads work in much the same way as traditional mobile search ads; the fundamental difference is that instead of clicking through to a website, the click on the ad triggers a call. The resulting sales and revenue from these calls can be tracked and attributed back to the keyword search so that bids are optimised correctly.



App download ads

New research from eBay shows that mobile apps involving retail products or services had a 42% success rate for reaching launch stage, with just shy of 73,000 retail apps made available in app stores last year. Both online retailers and traditional bricks and mortar stores have embraced the world where there is always “an app for that” by creating user-friendly apps that provide mobile users with an alternative to visiting the full mobile website. Small screen size inhibits use of mobile websites on smartphones as it is simply too fiddly to input strings of information and smartphone users are often in public places where they may not feel comfortable typing out payment information. Apps are particularly attractive to users on smartphone devices as they facilitate the storage of personal information, such as credit card details, so that they do not have to be manually entered on a small screen in a public space.



Joining online and offline

One of the emerging tactics used by high street retailers is to offer vouchers that are redeemed by simply showing a code on your smartphone at the point of sale. This is a highly innovative, trackable use of mobile which should not be missed out on. Geo-target mobile ads to the areas close to stores or restaurants, promote the voucher in the ad copy to foster click-through and make the voucher accessible within one or two clicks of the landing page. When users redeem the voucher in store, you have a reliable way of quantifying the footfall driven through mobile advertising. This strategy can be taken further by using a technology such as Revtrax who can pass keyword information via the voucher code so that in store redemptions can be attributed to individual keyword clicks for powerful optimisation.



References

  1. Marin Software Q1 2013 Global Advertising Benchmark Report
  2. Econsultancy Mobile Commerce Compendium June 2013
  3. eMarketer How Mobile Is Shaping Global Digital Behavior
willy wonka enhanced capaigns meme

Last week we delved into best practices for Google enhanced campaigns, and now we’re back with six more ways to ensure your transition is as seamless and profitable as possible.




Best Practice #6 – Use Mobile-Optimized Landing Pages

Make sure to use mobile-optimized landing pages to ensure a good experience for mobile users. If you leverage creative-level destination URLs that direct users to various landing pages, use the {ifmobile} and {ifnotmobile} ValueTrack parameters. For example: {ifmobile:m}{ifnotmobile:www}.marinsoftware.com.



Best Practice #7 – Track Conversions and Revenue by Device

Google’s new {device} ValueTrack parameter enables advertisers to track paid search performance by device. If destination URLs are tagged with this parameter, a “c,” “t,” or “m” will be inserted based on the device the user has clicked and converted from. To make use of this new feature, it is critical to migrate your URLs correctly and confirm their function properly. We recommend migrating URLs after merging parent and sibling campaigns in order to reduce the number of URL changes required.



Best Practice #8 – Leverage Upgraded Ad Extensions

During a campaign merge, ensure that all ad extensions in sibling campaigns are present in the parent campaign. If your mobile sitelink or call extensions are unique from your desktop ad extensions, you will want to leverage upgraded extensions. Simply specify “Mobile” next to device preferences to customize your extensions for a mobile-optimized experience. Mobile-optimized extensions will be triggered more frequently over standard extensions for searches on mobile devices.



Best Practice #9 – Generate Mobile Preferred Creative

If you have creative that specifically target mobile devices, set the device preference to “Mobile” for these creative in the parent campaign. Creative text that contains phones numbers will be disallowed, so use call extensions instead. To make the most of your mobile campaigns, consider creating ads that leverage location identifiers. Finally, remember that mobile-preferred creative are eligible to show on desktop and tablet devices, so you will want to create desktop optimized creative as well.



Best Practice #10 – Separate Display Campaigns

At this time, advertisers are not required to merge separate, network-targeted campaigns. Continue to separate search campaigns from display campaigns in order to calculate optimal display mobile bid adjustments based on display performance. “Display Network only” campaigns can still target creative by device models and operating systems.



Best Practice #11 – Monitor Performance

Be sure to monitor the performance of your new enhanced campaigns to ensure they are achieving your performance goals and satisfying your business requirements. Generate recurring reports segmented by device, and create alerts to identify significant shifts in key performance indicators. This will allow you to successfully analyze and respond to your campaign results.



This concludes our series on best practices for Google enhanced campaigns, but you don’t have to stop there. Download our full guide, “The Search Marketer’s Guide for Migrating to Google Enhanced Campaigns,” for even more information on how to successfully advertise using this new upgrade.

how to geek mobile ads cartoon



With the July 22, 2013 migration deadline just around the corner, every search marketer is paying close attention to Google enhanced campaigns. We have yet to realize the full impact they will make, but one thing is clear – it is best to migrate early and armed with a plan.



To help create your plan of attack, download our white paper, “The Search Marketer’s Guide for Migrating to Google Enhanced Campaigns,” and read on for a selection of 11 best practices from our team of experts here at Marin Software.



Best Practice #1 – Maintain Historical Quality Scores

Quality Score estimates reflect a keyword’s overall performance across devices. Therefore, migrating to enhanced campaigns does not result in a loss of historical Quality Score information as long as keyword, creative, landing page, and device combinations remain the same. However, if your device combinations change or if you decide to merge matching campaigns, your Quality Scores will update to an average of the keywords’ original campaign Quality Scores, weighted by search volume.





Best Practice #2 - Separate Location-Targeted Campaigns

At this time, advertisers are not required to merge separate, location-targeted campaigns. Advertisers that have matching campaigns targeting separate locations should continue to segment these campaigns by location target. This will enable optimal bid calculations based on performance by location, rather than relying on campaign-level location bid adjustments.





Best Practice #3 - Adjust Campaign Daily Budgets

Upon merging your matching campaigns, your enhanced campaign daily budgets will likely need to be increased due to the additional click volume from expanded device targeting. Add the daily budget of the sibling campaigns to the parent campaign, and review the budget of the parent campaign to ensure it meets your business requirements. You can make adjustments from there based on your goals and the results you’re seeing.





Best Practice #4 – Calculate Optimal Mobile Bid Adjustments

If you previously separated your campaigns by device target, you can now set a mobile bid adjustment at the campaign or group level to bid on mobile devices separately from desktop and tablet devices. Mobile bid adjustments are set as a percentage of the keyword-level (desktop and tablet) bid. See our white paper for more details on these percentages.





Best Practice #5 – Utilize Time-of-Day Bid Adjustments

When it comes to scheduling your bids, there are a couple things to remember. First, scheduling reflects the account time zone and not the user’s time zone. Second, scheduling is applied across all devices regardless of performance. Therefore, we recommend applying a bid adjustment that accounts for the average performance between devices.





Next time: Check back soon to see six more best practices or download the white paper, “The Search Marketers’ Guide for Migrating to Google Enhanced Campaigns,” to get our full guide today.

banner-retargeting-rlsa-marinsoftware



On Tuesday, Google announced that, after spending almost a year in beta, “Remarketing Lists for Search Ads (RLSA)” will be rolling out to all enhanced campaign advertisers. RLSA will allow marketers to update and customize search keywords, bids, and ads based on a person’s previous visits to their websites.

I imagine there’s a sense of excitement among online marketers, with the ability to start utilizing RLSA soon if they have not started any campaigns previously.

Companies are spending a larger amount on display re-targeting efforts and RLSA can help supplement these campaigns and become another highly relevant, cost-effective way to win more business. The search landscape is competitive, and anytime you can get a second at-bat with a known potential customer it is a win-win opportunity. The key to success, the second time around, will have everything to do with how an online marketer strategically uses the full range of tools Google has to offer to get a customer back to their site and convert. If you lost on the potential lead/sale the first time around, banking on the status quo probably won’t work the second time around. Bid adjustments, creative messaging, and CTAs will all be important things to bear in mind based on what you know about a customer's first visit.

If you’ve been holding off on migrating to enhanced campaigns, now may be the best time to make the move and start playing around with RLSA. Its potential to increase conversion rates and overall conversions to your website is clear. Information you have about your customers can, more often than not, be leveraged for greater success. So the question is: how do you plan on using RLSA to your best advantage?

the7stars Logo

Enhanced campaigns are talk of the town, no matter which town you’re in; today’s blog post tells the story of how one London-based independent media buying agency, the7stars, successfully migrated to enhanced campaigns using Marin Software.


When Steve Wright, Head of Biddable Media, first heard about Google’s enhanced campaigns he was concerned about the amount of work that would be required to migrate and also the potential impact on performance. He was, however, excited about the enhancements that would streamline workflows across multiple devices and the ability drive incremental revenue for their clients with increased visibility across all devices.

For Steve and the team at the7stars, knowledge is king and they spent time learning as much as they could about enhanced campaigns, including reading Marin’s white paper, listening to our webinar and most importantly documenting a migration plan with Marin’s Client Services team. The migration plan included: identifying parent and sibling campaigns to be merged, updating all URLs to include the {device}, {ifmobile}, and {ifnotmobile} ValueTrack parameters, calculating mobile bid adjustments, and deciding when to push the migration live based on each client’s marketing schedule.

The actual migration involved no campaign down time or loss in tracking and was completed in less than a day. Most importantly Steve and the team report that migrating was stress free and easy to implement. In other words, they never once lost focus on their ultimate goal of helping their clients succeed! Steve and his team are now busy monitoring performance and refining their strategy. We look forward to hearing their findings in a few weeks' time.

Launched in 2005, the7stars is a London-based media buying agency, clients include Suzuki, Pizza Express and CityJet. Steve Wright is a seasoned media professional with a keen interest in digital technologies and their application.

Marin-Certified-Migration

Since Google’s announcement in early February of this year, Marin Software has been rapidly developing and releasing initial support for enhanced campaigns. This includes, but is not limited to, the ability to create enhanced campaigns, set mobile bid adjustments, generate mobile preferred ads, and bulk and multi-edit enhanced campaign settings. Each of these critical features enables Marin users to efficiently manage, report on, and optimize enhanced campaigns.

However, as the July 22, 2013 migration deadline approaches, Marin understands the importance of preparing campaigns not only for the initial migration of legacy campaigns to enhanced campaigns, but also the eventual merging of separate desktop, tablet, and mobile device targeted campaigns. To help search marketers navigate through this time of change and successfully migrate to enhanced campaigns, Marin has created a comprehensive campaign migration guide.

This guide will help search marketers:

  • Understand what enhanced campaigns are.
  • Establish a plan for migrating to enhanced campaigns.
  • Review the requirements for merging campaigns.
  • Execute best practices for ensuring post-migration success.


Download the comprehensive 12 page guide for migrating to enhanced campaigns, here.


Register for the webinar on Thursday, June 6th at 10am PST, here.

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