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Stay up-to-date with the continuing sagas and dilemmas involved in the online marketing industry.

       

Remarketing is a strategy many advertisers use to recapture users who have already visited their website. There are a wide variety of options for us to use across many different platforms. We can target users who are still searching for your product or service or when they’re browsing other sites on the Internet. Check out how it works.



In our Remarketing Series, we will cover each platform and what they offer for remarketing. Check out the list of tools we’ll be covering below:

Remarketing Tools in Google: Google AdWords offers a couple of different options for remarketing: standard remarketing, dynamic remarketing, remarketing for mobile apps, remarketing lists for search ads, and video remarketing. Each offers different features and capabilities. Google Analytics also offers some remarketing tools: remarketing for Display and a brand new tool, remarketing for search ads.

Facebook Custom Audiences: This feature, accessible right from Facebook Ads, allows advertisers to target Facebook Ads to customers who have already visited their website.

Twitter Website Tags & Tailored Audiences: These two features work together to define groups of existing and potential customers that have visited your website and target Twitter Ads to those users.

Remarketing for Bing: Remarketing does not exist for Bing – yet. They are taking steps to put it in place in the future though. This is an area that Bing Ads has fallen way behind on compared to Google. Keep an eye out for information on what’s coming up.

AdRoll: This tool allows advertisers to collect data from multiple platforms like Google, Facebook, and Twitter and remarket to potential customers across desktop, mobile, social sites, apps, and the web. Details on this tool will be presented in a future post.

Remarketing is a really cool tool that can be, and should be, used in Online Advertising. Think of all of the ways your brand could be reaching potential customers, particularly in those micro-moments we keep talking about. Remarketing offers extremely targeted opportunities to capture the attention of potential customers who are already showing interest in your product or service.

Keep an eye out for our kickoff Remarketing Series post all about Search remarketing tools. Follow E-Power Marketing on Facebook and Twitter to be the first to hear about when new blogs are posted.

Author Bio:
Hannah Jean - Online Advertising Specialist
I focus on Online Advertising and Account Management, helping clients grow their online brand and meet their business goals through targeted, productive Online Advertising programs. I graduated from the University of Wisconsin-Whitewater with a Bachelor of Business Administration in Marketing. I have a professional background in sales, event planning and Social Media, and I put my education and experience to work for all of E-Power's clients. Connect with me on LinkedIn!

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Our Step Inside AdWords Blog Series has touched on Google’s enhanced ad formats and new scaling and automation tools announced at their annual livestream in May. For our final post in the Series, we will be discussing how users’ behaviors and purchase paths across multiple devices can be measured in AdWords.
  • AdWords Attribution: Attribution models are different ways of assigning value to touch points in conversion paths. If a customer clicks on an ad for a new smartphone, then watches a YouTube ad for Samsung’s new phone, and later clicks another ad for Samsung where she ultimately decides to purchase a phone, how do you assign value to each of those touch-points? Advertisers can now select an attribution model in AdWords for each conversion type in their account. People who use Google Analytics or Adometry may be familiar with existing attribution models: last click, time decay, linear, position-based, and first click.

  • Joan Arensman, Product Manager at Google, brought up struggles that many AdWords users face with attribution: Which attribution model should my business use? How should my business take action on attribution? Google is taking steps to help businesses answer these questions with a new attribution model in Google AdWords: data-driven attribution.

    Source: Google
    Data-driven attribution uses conversion data in a user’s account to calculate the actual contribution of each keyword in the conversion path. Arensman states, “By doing this across hundreds or thousands of conversion paths, we can calculate the actual contribution of every keyword in your account and optimize for the best performing ones across the conversion path.”

    Now AdWords users can select which attribution model they would like to use under the settings for each conversion type in their account. As new conversion data is gathered, the new attribution model will be reflected in the data. For businesses that use automated bidding, bids will automatically reflect the conversion data from the model selected.


  • Cross-Device Conversions & Automated Bidding: Now more than ever, consumers are using multiple devices to make purchase decisions. A user may start their search for new running shoes on their smart phone between meetings or on their lunch break but move to a desktop later that night to make a purchase. With cross-device integration coming to Google AdWords later in 2015, businesses will soon be able to use the data from cross-device conversions to help optimize their accounts. This data will also be available for use in automated bidding strategies. Google says this is part of a broader update that will give businesses the option to include cross-device conversions as part of the conversions column in AdWords.
  • Experiments: Google announced new tools for an improved experience with Experiments in AdWords to help measure incremental impact generated from ads. These Experiments will help businesses design, set up and test large-scale changes in their account. Experiments can be conducted in Search, Display, and Video ads to help determine what is working and where there may be new opportunities available.
These new tools for attribution and Experiments announced in Google’s livestream are intended to help businesses analyze the increasingly fractured purchase path of consumers and help advertisers understand the value of their ads and assist them in taking action to improve their advertising efforts.

In a world where consumers are living online and constantly searching for answers to their “I-want-to-go,” “I-want-to-know” and “I-want-to-buy” moments, Google is helping advertisers and businesses stay connected with their audiences. The Step Inside AdWords Series has presented many opportunities for businesses to improve, expand and grow their AdWords programs. What new features or tools are you most looking forward to utilizing in 2015? Does your business or team have the expertise to implement and act on the new tools and features introduced throughout the Series? E-Power Marketing has the capacity and skills to utilize these tools and more for your business. Give us a call today to get started.

Did you miss our first two posts in the series? Check them out below:
Author Bio:
Hannah Jean - Online Advertising Specialist
I focus on Online Advertising and Account Management, helping clients grow their online brand and meet their business goals through targeted, productive Online Advertising programs. I graduated from the University of Wisconsin-Whitewater with a Bachelor of Business Administration in Marketing. I have a professional background in sales, event planning and Social Media, and I put my education and experience to work for all of E-Power's clients. Connect with me on LinkedIn!

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Wednesday, May 20, 2015

       


At E-Power Marketing, we love creating unique, engaging content for our clients. From blog posts to landing pages, our team of Content Marketing specialists know what it takes to write content that people will care about. The question is: how do we ensure that those people are going to find it? Below, I’ve come up with a few reasons why paving a path for your content is essential to your overall Online Marketing strategy, as well as some notions that E-Power considers when deciding what path is right for a client’s treasured content.

Why it matters
According to the Content Marketing Institute, 60% of the most effective B2C marketers have a documented content strategy, while 72% are producing more content now than they were one year ago. It’s clear that creating unique content is alive and well, but creating content isn’t enough –there must be a clear, calculated path. In a 2014 survey of B2B and B2C online marketers by Contently, 50% of respondents surveyed expressed a desire to be able to measure the amount of attention that people are paying to their content. Marketers must focus on the ways in which content will be distributed in order to better optimize and analyze customer engagement.

Deciding on a Path
You’ve created something that you know your target audience will want to engage with – now what? Content Marketing refers to the ways and locations in which marketers publicize and share their specialized content to their target audiences. At E-Power, our team of Content Marketing professionals looks at the resources available, the purpose of the content, and where the target audience is located to decide which Content Marketing path is going to get the most beneficial engagement for the client.

Content Marketing should be a major facet of your overall Online Marketing strategy; if not, contact the professionals at E-Power Marketing today. We’ll work with you to develop a Content Marketing strategy that makes the most sense to your brand and target audience. Don’t let great writing go unnoticed; make Content Marketing a priority for your business.


Author Bio:
Ryan J. Sweeney - Account Specialist, Online Marketing
I started at E-Power Marketing in September 2014 as an Online Marketing Intern, and have focused on content creation, social media marketing and branding for our clients ever since. I recently graduated from the University of Wisconsin Oshkosh, where I studied Public Relations and Creative Writing, and now work full time as an Account Specialist. I have a background in event planning, graphic design, customer service, and content development. Feel free to connect with me on LinkedIn, or Tweet at me!

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