What is 3rd Party Data and How Do You Use it?

Data, Data, Data… We hear it every day. We work with it constantly. It is the core of online advertising. 1st, and 3rd party data sets are both used to varying degrees to help customize unique advertising strategies that deliver highly targeted ads to people with the right message at the right stage of the funnel.

We are all relatively familiar what 1st party entails. First data encompasses things like existing customer email addresses, their buying profile and at the simplest level, tracking their onsite behavior. These data points allow advertisers to target existing customers with up or cross sells, or provide highly customized offers to potential customers who did not convert the first time around.

What is 3rd party data?

3rd party data is the collection and aggregation of user behavior and demographic information that is collected by data processors and entities that do not have direct relationships with consumers. These include Oracle Blue Kai, Exelate, Visual DNA, etc. These companies provide publishers and websites with audiences insights or monetary compensation to all them to collect behavioral and demographic information about the site’s visitors and use it to create audience profiles of those users and they navigate web wide. The 3rd party vendors then resell this packaged data to advertisers for targeting within their ad buys.

How do I use 3rd Party Data?

3rd Party Data is usually leveraged in programmatic platforms such as Doubleclick, Mediamath, Trade Desk etc.

Typically, we see/use 3rd party audiences as a way to prospect and extend our reach to target personas that are are right fit for our clients. Where you may see the best success in using 3rd party audiences are the industries that have a larger price tag, or a longer sales cycle, for example, SaaS, Travel, or Car Sales. The reason being, these are very specific audience groups, there are numerous options for the consumer to choose from, potentially multiple decision makers, and ultimately a greater financial risk.

Let’s take Car Sales for example. Typically people have an idea of what level of car they can afford to buy. This immediately helps us determine how we bucket our ads and customize our strategy to the ideal audience. Ultimately, you more than likely do not want show ads for a brand new Tesla to a customer who earns $30,000 per year in the market for a used cars. Using 3rd party, you can filter down the audiences to those who are actively searching for Luxury Cars. This audience is typically better qualified and more likely to be attracted to your offer. Furthermore, this can be taken a step deeper, by segmenting the inventory of luxury vehicles into their model types and showing specific ads with imagery associated with the audience being targeted.

What is better? 1st or 3rd Party Data?

1st party data will always deliver stronger “results” in reporting. Consumers are lower in the funnel, and deeper in the consideration phase. However, without a strong top of funnel strategy, these results will soon begin to dwindle, audiences will shrink and costs will go up.

While 3rd party audiences are great for driving perceived higher quality traffic, it is still prospecting it should be intertwined with remarketing, RLSA, Search, etc. It will likely not deliver leads directly, but will deliver an audience that will likely move through the funnel at a faster pace and convert more easily.

Wrapping Up

Have you tried 3rd party audiences? What has your experience? Let us know @ppchero or @bryangaynor12.

Source: https://www.ppchero.com/what-is-3rd-party-data-and-how-do-you-use-it/

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Launch Your Multi-App Marketing Strategy

There are several things to consider when launching an app, however, the game changes when you decide to launch a second app. If you’re a brand that is considering a multi-app marketing strategy take these things in mind.

Audience

Who is your main audience? How does it differ from your other apps? By now you should know who your primary audience consists of, and have taken your audience into consideration when rolling out updates. Similar to when you launch a multi-brand strategy for web, you have to take the same considerations on apps. Having a clear branding strategy and a distinction between app audiences makes it easier to roll your strategy. Understanding ages, genders and the interests that resonate with your audience will help you create ads with their voice.

Audience and demographic targeting in Facebook

Location

Location is another way to further define audiences for your apps. Are there certain GEO’s where apps installs are most efficient? Don’t be afraid to test out website GEO results on your app strategy. After all, testing is part of the marketing game. However, if you are launching a new app, it would be a good idea to test the high performing GEO’s of your first app if the audiences are similar.

Geographic targeting in Facebook

Keywords

You used to be able to bid on keywords with Google’s previous Search App Campaigns making app keywords bidding limited. However, you can still implement a keyword strategy with Apple Search Ads.  When you launch with one app, the sky’s the limit with keywords. However, with a multi-app strategy, you need to be more selective of which keywords will be used for each app. This may require testing to understand which keywords are profitable for each app, and which make sense to define audiences for each app.

Keyword targeting in Apple Search Ads

Closing Thought

It may be impossible to avoid competition between your apps, especially if your audiences are similar. However, by being able to clearly define your audience, their demographics, and location while having a solid keyword strategy, you should be able to start your multi-app marketing strategy.

Source: https://www.ppchero.com/launching-a-multi-app-marketing-strategy/

Time for an Honest Discussion about RSA’s

This Thursday, it’s time to hash it out.

Responsive Search Ads – what do you think of them? Have you found success with them, or have you been disappointed? We’re bringing in the search experts to chat on this one, discuss the impact of the new ad type, and suggest best practices for you to try.

Join Hanapin’s Matt Umbro and Directive Consulting’s Garrett Mehrguth as they engage in an honest discussion about responsive search ads, walking through all the pros and cons and advice around using the new ad type in your campaigns.

Discover answers to your questions:

  • Should you combine RSAs and dynamic search ads?
  • How can you test RSAs?
  • How do RSAs compare to other ad formats?

 

 

 

 

Source: https://www.ppchero.com/time-for-an-honest-discussion-about-rsas/

Staying Top-of-Mind Within the Modern Digital Landscape

Of late, I’ve had a personal breakthrough in the way that I look at delivering personalized experiences to customers within our ever-expanding digital world. Sometimes it can appear to be such a distant vision or complex idea to capture audience interests and then extend ongoing messaging through preferred channels of communication for each individual. We have the technology to listen, learn, and engage. But how can we do this in the most streamlined fashion without overwhelming our marketing resources?

Over the last couple of months, I have started implementing a logic for refining audience interests through our engagement platform and assigning follow-up communication according to the latest digital interactions that have greatly simplified the process for delivering a personalized audience experience.

While many unique variations could be added to the theme, here is the basic formula:

  • Start by establishing “listening” campaigns that articulate the preferences of audiences
  • Coordinate and assign ongoing communication to match these preferences
  • Expand the reach and reinforce the messaging of this ongoing communication through secondary channels and digital locations

There are undoubtedly many other approaches worth considering for articulating your digital marketing strategy. However, this formula is an excellent starting point if you are trying to move your marketing from single-channel communication to a more multi-channel approach. This article takes a look at each of these steps and provides some practical examples of how to put them to good use.

Identify Interest

“Put your feelers out there.” I don’t know where I last heard the term, though I believe it was a friend encouraging me to learn a new hobby. “You’ve got to put your feelers out there.” I think this is more of a reference to something like a hamster with whiskers or an insect with antenna. However, the analogy is accurate to marketing—as marketers we have to get an understanding of who we are targeting and their interests before we begin attempting to truly capture their engagement or calling audiences to action.

Digitally speaking, some people call this “casting a wide net.” What we are trying to do is uncover through digital interactions when and how people are connecting with our brand. To accomplish this, you need to be listening for engagement from the point where an anonymous visitor enters your website, all the way through to the point where they identify themselves, then on into their patterns of content consumption.

I may have already made many of us feel like this is a massive task, though in reality this often boils down to the following:

  • What brought someone to my site or content?
  • What actions are they taking on my site or with my content?
  • How frequently are they engaging with specific messaging?
  • Is the focus of their engagement shifting?

Let’s start with the source of audiences or visitors. With the right digital engagement platform, tracking where people are coming from is actually a whole lot more straightforward than it might appear. There are three main ways people get to your content: ads, referring pages, and direct messaging. While other means exist, the method for capturing these three sources can be applied to other channels as well.

  • UTM (Querystring) Parameters: The information located after the “?” within your browser URL is a treasure-trove of knowledge that can be used to identify what sent an audience to your site. Within your display ads and remarketing, make sure that UTM parameters are being used to determine which messaging has captured the initial attention of your visitors.
  • Referring Pages: Similar to UTM parameters, this information is automatically being registered by your browser and made available to 3rd Party engagement platforms. Essentially, the browser is able to deliver insights into what is driving audiences to your site.
  • Direct Messaging: Emails, text messages, mobile ads, and more all can supply sourcing information. While you may be sending out multiple messages, make sure to understand which of these messages are driving specific audiences to initially engage or continue engaging.
  • Clicks, Click-Throughs, and Links: much of modern digital tracking amounts to what part of your content or website an audience is clicking on.

Once sourcing information is collected, it is equally important to follow along with the actions and behaviors of audiences on your website. While Google Analytics is an excellent resource for a starting study of the overall effectiveness of page content, what is more important is to begin translating website behavior into audience preferences and interests. This is accomplished by looking for frequency and quantity of interactions.

Here is a simple, yet valuable example. Would you rather have a salesperson follow up with someone that visits your pricing page one time in the past two weeks or someone that has visited your pricing page four times in the past three days? The answer is obvious, though it illustrates a critical point, as marketers we need to combine WHAT audiences are doing with HOW often they are engaging. By doing so, we can create implicit segments of interest that are more in tune with the topics that will deliver personalized and engaging communication.

Coordinate Follow-Up

Listening for preferences must be fluid. With the right engagement platform, it is possible to setup workflows that consume information from all of the important touchpoints and dynamically shift segment inclusion to match the digital DNA of audience interest. This article does not go into the mechanics of setting up these workflows, though the right platform delivers simplicity and scalability, so you do not have to manually recreate the supporting tracking programs and elements over-and-over again.

With the right kind of fluid tracking in place to identify and assign interest segments, a modern approach to digital engagement will shift the assignment of content to match the most relevant topic or focus within the buyer journey. Rather than thinking of communication in a linear flow, modern digital communication is better thought of as a landscape of relevant “buckets” or “streams” of messaging. As individuals exhibit behaviors that match a specific bucket of messaging, appropriate platforms deliver functionality that can automatically adapt what type of communication an individual receives, or even dynamically adjusts the content of messaging to match their preferences.

Practically speaking, if someone has begun engaging with your brand in a generic fashion, then a bucket of content devoted to uncovering interest is the best starting place for ongoing engagement. As repeat visits to the same parts of your website, or consistent link clicks to specific topics, occur with appropriate frequency or quantity, it is appropriate to shift communication to a more targeted set of messaging. Finally, it is important to mirror the appropriate buying stage within the relationship and have buckets of communication devoted to stages of the sales process.

Other “buckets” can undoubtedly be uncovered to match your specific objectives and audience needs, though the concept is still applicable. Identify interest over time, then adapt the ongoing set of communication to match the digitally tracked interest of your audiences. Move messaging from generic to more specific over time—mirror and match interest and you are more likely to continuously captivate and engage.

Be Where Your Audience Is

The final element for keeping modern digital marketing strategies simple is to expand your messaging reach. Once interest is identified (or re-identified) make sure to setup self-updating programs or cross-channel audience lists that place interest-based messaging in front of your audience on a regular basis.

Here’s a solid example of how this works. When a visitor first comes to your website, offer initial messaging, then once their interest is identified, communicate across channels with messaging related to their interest. This can be accomplished by matching and reinforcing messaging across channels, such as remarketing, direct mail, text messaging, and more. The goal is to keep relevant topics top-of-mind throughout your target audience’s digital and offline experiences with your brand.

  • Use of low-cost methods for uncovering interest to start, such as email, website personalization, and mobile messages, to capture the core interest of a buyer.
  • Afterward, include audiences in more targeted campaigns such as ad remarketing on social media or direct mail to drive specific points of interest and be everywhere identified interest is at.

Summing Things Up

Delivering personalized and engaging interactions is a key to making brands stand out in our digitally connected world. To accomplish this, there are some basic steps that can help marketers begin delivering more relevant and interest-based communication.

While there are many approaches to consider, here is one formula that is a simple place to start:

  1. Cast a wide net to capture and track initial attention
  2. Uncover specific interest and focus communication
  3. Be top-of-mind everywhere your audience is

The best way to learn this methodology is to start with a target audience segment or set of behaviors that match a key sales initiative. From there, refine your methodology and build out a set of repeatable campaigns/programs. Then begin expanding the approach to other audiences and initiatives.

As stated before, numerous methodologies and frameworks can be used to drive digital results, this is just one. Would enjoy hearing more about your frameworks in the comments below.

The post Staying Top-of-Mind Within the Modern Digital Landscape appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2018/07/staying-top-mind-within-modern-digital-landscape.html

Remarketing to User Actions Instead of Page Visits

When someone is brand new to remarketing, they typically start with an “all visitor” audience. This is not a surprise since “all visitor” audiences are a default audience in Google AdWords. Then as we get more experienced, we realize we can create audiences based off of other pages, YouTube actions, mobile app actions and more. But as Google’s technology evolved, so did the remarketing capabilities within AdWords and Google Analytics. What’s my favorite tool to help build better remarketing audiences? It’s an easy answer. It’s Google Tag Manager.

Not only does Tag Manager save time by allowing me to add all of my tracking codes in one location, but I can easily set up a variety of events to track in Google Analytics. Any event recorded in Google Analytics can be used to create an audience for you to use in RLSA or display remarketing campaigns. This glorious arsenal of user data -will give you a better understanding of user intent on your website and allow you to create remarketing ads that speak to the exact action the user took.

If you’re not familiar where to create remarketing audiences in Google Analytics, here are the steps.

  1. Head to Admin > look under the Property column > Audience Definitions > Audiences in Google Analytics.
  2. Select the desired View and linked AdWords account to which your audience will be associated.
  3. Click “Create New” to build an audience from scratch.
  4. Choose the Conditions option. From there, you can choose if you want to pull the Event Label, Action or Category before inputting the proper information you used during the Event creation.

Event audience setup analytics

When we remarket to page visits, we’re also remarketing to the visitor who was only on that page for 5 seconds and never came back. When we remarket to actions or engagements valuable to my business, I can try and guide that user to the next step of the funnel. Let’s see a few examples of tags we can create (with the help of some smart people) to help set up intent-based remarketing campaigns.

Form Abandoners

LunaMetrics has helped me out on this one. They have a very easy guide on form engagement tracking in Google Tag Manager. In just four, easy steps you will be able to see how many people started to fill out your forms, but never completed the task.

Form skipped

In the image above, we can see this form had over 2,000 people start to fill it out but never completed it. Those people are defined under the Event Action of “skipped.” We can then head over to Google Analytics and create an audience for those unique users.

Skipped form remarketing audience

Now you might be thinking, “Why don’t you just create a remarketing audience for users who visited the contact us page?” Fair question. Here is why I’d choose this approach. Who do you think is a more valuable lead? The person who visited the page or the person who started filling out a form? I’ll choose the latter any day. And because the user started the process of reaching out to the business, I’m comfortable choosing a more aggressive ad message since the user is further down the funnel than a first-time visitor.

After Hours Mobile Click-to-Call

Take a look at this mobile click button…

CTC button

We can clearly see the hours called out by the phone number. When we look at the analytics, however, we can see many people still call during off-hours. Yes the company has an answering service so people can leave a message, but I want them to convert ASAP.

Using Google Tag Manager, I created an event to track every click on this phone number from a mobile device.

Mobile click to call event label

I then went to Google Analytics to start creating the first of two remarketing audiences. You’ll see why we need two audiences in one moment.  After the Event Label information is entered, I added an extra filter for “Hour.” (As of the date of this post, Hour is the only time filter we can use in Google Analytics so I won’t be able to filter out Sundays completely.) First, I added the Hours in between 0 (midnight) and 7 (which will end at 7:59 a.m.) for the first set of off hours.

Morning off-hours audience

After the morning off-hours audience is saved, I created an off-hours audience for the evening with the Hours changed to be in between 18 (6:00 p.m. military time) and 23 (which will end at 11:59 p.m.)

Evening off-hours audiences

After my two off-hours audiences are implemented in my campaigns, I can then show those specific users ads similar to the following…

Snow blower ad

What’s the biggest fear for someone who’s snowblower is broken? It’s going to snow again. I’m using some scare tactics here to get the user’s attention. And since I know the user already tried to get a hold of me, I’m letting them know if they contact us, they’ll get a quicker response in hopes it steers them in the proper direction.

Time to play devil’s advocate again. You might be thinking, “If you have good customer service, won’t you call the user back?” Great question, but here are a few reasons why you’d want to keep pursuing those users.

  • You Want/Need More Information – If you have a CRM system, a lead might be more valuable if you collect a more of their personal information. This remarketing audience could better help you collect more data on your users.
  • Your Client Has Crappy Customer Service – Let’s face it. Sometimes we work with clients who are horrible with the phone. While I’d definitely push for cleaning up poor customer service first, it might be out of your control. This remarketing audience can help drive more leads if you know your client doesn’t put the best effort in calling people back.

People Who’ve Watched Videos Embedded on Your Site

AdWords already offers remarketing capabilities from YouTube videos. Here is a list of the current options we have.

New video remarketing list

While this video targeting is great, you can only use it if you have your YouTube channel linked with your AdWords account. I want to take my video remarketing lists one step further. Maybe you have other people’s videos embedded on your website. Or maybe you just want to remarket to users who engaged with the videos on your landing page. With the new YouTube video trigger released in the fall of 2017, we can now capture those interactions. Let’s take a look at just one example of how you can set up video trigger.

YouTube tag

Are you geeking out like I am? Of course you are. We can now capture when a user plays the video, when a user pauses the video, when the video buffers, and how long they watched the video (in either percentages or seconds). We can also choose to capture actions on all embedded videos.

Event label video

Your YouTube remarketing audience is complete! If you have the ability to create or showcase a lot of great video content on your site, then you’ll have no problem creating relevant remarketing audiences. Different ad groups for each video remarketing list will allow you to change your ad text to include a relationship with the video those users watched to have a better connection with your audience. If you want to set up video audiences like the one I mentioned, check out Simo Ahava’s post on the YouTube Video Trigger.

Final Thought

If you love remarketing, and we know you do, make Google Tag Manager your new best friend. You’ll find a treasure chest of new ways you can segment your remarketing audiences to test out new user behavior. I only showed you three, easy audiences you can create from event tracking. Let me know @MilwaukeePPC if you’ve had success with event remarketing audiences or have any questions on the set up.

Source: https://www.ppchero.com/remarketing-to-user-actions-instead-of-page-visits/

The Final 25 Members of Our Fearless 50 Are Here!

I read a quote once about fearlessness that said, “F-E-A-R has two meanings: ‘Forget Everything and Run’ or ‘Face Everything and Rise.’ The choice is yours.” Since leaving Marketing Nation Summit, where we were given all the building blocks we need to be Fearless Marketers, it has been our mission to remember what we learned and take it to heart as the year marches on.

When we announced the Fearless 50 program, we tasked ourselves with searching the world for marketers who exemplified what it means to be bold, brave, and fearless. Who would have thought when this idea was hatched that the nominations would flood in the way they have? We were humbled to read every incredible story that the Marketing Nation submitted to us and narrowing it down to select just 50 members was almost an impossible challenge.

After poring over countless inspirational nominations and long deliberations, it is our pleasure to announce the second half of the inaugural class of the Fearless 50:

  • Anna Fuerstenau, Marketing Specialist, Reliance Worldwide
  • Bill Brown, Director, Marketing Operations, Phillips 66
  • Brooke Bartos, Marketing Automation Manager, Walker Sands Communications
  • Carissa Russell, Marketing Technologist, Current powered by GE
  • Danielle Balestra, Director of Marketing Operations, Memorial Sloan Kettering Cancer Center
  • Jenn DiMaria, Marketing Automation Consultant, RevEngine Marketing, a Digital Pi company
  • Jim D’Arcangelo, SVP – Growth Marketing, UpCity
  • Joe Isaac, Global Marketing Manager, GE Healthcare
  • Jon-Erik Valetti, Director of Marketing, Carfax
  • Justin Sharaf, Director of Marketing Technology and Operations, LogMeIn
  • Karen Fowler, Manager of Client Services, Digital Pi
  • Kendall Brown, Manager, Global Demand Generation, Verizon
  • Kim Lawrence, Associate Vice President, Marketing, University of Calgary
  • Kimi Corrigan, Director of Marketing Operations, Duo Security
  • Madison Bennett, Marketing Operations Coordinator, Terminus
  • Matt Amundson, VP of Marketing, Everstring
  • Melanie Chapman, Director of Strategic Communications, Jellyvision
  • Melissa Hobley, CMO, OkCupid
  • Melissa Thames, Head of Global Marketing Operations, S&P Global Platts
  • Michael Barber, SVP and Chief Creative Officer, Godfrey B2B
  • Ryan Gallagher, Marketing Specialist, Proofpoint
  • Satu Ståhlstedt, Marketing Automation and Digital Marketing Specialist, Fujitsu
  • Shannon Renz, Senior Director, Demand Center – Marketing Operations, SAP Ariba
  • Stephanie Ristow, Senior Marketing Program Director, Charter School Capital
  • Talia Burlamaqui, Marketing Demand Operations Manager, Ericsson

Personal and professional acts of fearlessness should not only be recognized but celebrated as shining examples of what we all should aspire to be. One of our Fearless 50 members, Maria Pergolino, CMO of Anaplan, shared her excitement, “I’m honored to be a part of Marketo’s inaugural Fearless 50. Being recognized amongst such amazing marketing professionals inspires me to continue to be fearless in Anaplan’s marketing efforts, developing new methods, and driving results.”

While the inaugural class of the Fearless 50 has come together, there is more work to do. We look forward to sharing the stories of these 50 incredible marketers and continuing to inspire the Marketing Nation to approach each day with fearlessness and bravado.

Fearlessness isn’t a personality trait, it’s a state of mind. We can choose to follow in the footsteps of these 50 bold marketers whose names will go down in Marketing Nation history, and, if we do, we will never view fear as “Forget Everything and Run,” but as “Face Everything and Rise.”

Marketo is proud to welcome the inaugural class of the Fearless 50—please be sure to check out our blog post that announced the first 25 members as well! And we thank our Fearless 50 program sponsor, PFL, for joining us on our quest to find the world’s most fearless marketers.

The post The Final 25 Members of Our Fearless 50 Are Here! appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: http://feedproxy.google.com/~r/modernb2bmarketing/~3/6pUcGcglNcw/final-25-members-marketos-fearless-50.html

5 Amazon FBA Product Ideas for Mexican Cooking

While I’m hardly an Iron Chef, I do enjoy cooking. And one thing I love cooking is Mexican cuisine. Living just south of Oklahoma City, Oklahoma in Norman, there’s plenty of inspiration for these wonderful dishes. So recently, when I was scanning the Williams Sonoma website looking for Amazon FBA product ideas, I came across this listing for Mexican Cooking Essentials: Mexican Cooking Essentials | Williams Sonoma. And as usual, when I see cool products the first thing I always think to myself is… “Hey! These would make some great Amazon FBA product ideas!” 5 Amazon FBA Product Ideas for Mexican Cooking Remember: While I do my best to arm you with the data you need to make good product decisions, there’s always the potential that the product may not work out. This material is meant for educational and entertainment purposes. Always do your own research. 1 – Tortilla Warmer (Opportunity 6) What I learned with the Jungle Scout Chrome Extension Pro: 126 average units in sales per month. Not the highest sales in the world, but it’s nice to see a decent average among the non-outliers. 24 average reviews for non-outliers. So it doesn’t take a lot to combat the preexisting … Read More

The post 5 Amazon FBA Product Ideas for Mexican Cooking appeared first on Jungle Scout: Amazon Product Research Made Easy.

Source: https://www.junglescout.com/blog/amazon-fba-product-ideas-mexican-cooking/