NMPi Continues to Grow in Benelux: Appointing New Managing Director, Gerard Moussault

We are extremely pleased to announce that Gerard Moussault will be joining the NMPi team as Managing Director Benelux. In his new role, he will grow NMPi’s digital agency brand in the Benelux market. Gerard takes over the role from Pieter Slingerland who will now focus on DQ&A.

In October last year, the agency operations of DQ&A relaunched and rebranded as NMPi, a London-based digital agency. The two companies are part of incuBeta Group, with NMPi having over 12 years experience in delivering leading global campaigns across Paid Search, Programmatic Display, Paid Social, and Analytics.

The leading technical knowledge of DQ&A, combined with the award-winning approach of NMPI, is a powerful pairing of proprietary marketing technology, transparent business models and completely data-driven campaigns.

Gerard Moussault will be bringing with him over 15 years experience in the online world. Previously he was responsible for Online Media, and Strategy and Development at Sanoma, VNU Media, and eBay. In 2012, Moussault joined IPG Media Brands in the position of Managing Director Cadreon, a branch responsible for programmatic solutions, where he grew the brand quickly.

“After five years of working with a lot of fun people at IPG Media Brands, I am very excited for this new step. There was a direct match in expectation and ambition. This function gives me a great opportunity to grow and distinguish NMPI.”

“By attracting Gerard we have added a key player to our fast growing international team, commented Rick van Boekel, CEO of NMPi, Netherlands. “His knowledge of the advertiser’s side, in combination with a business consultancy background and experience in building programmatic activities, is unique. Gerard is of high value for the future growth of our customer base.”

VOTE for our Rising Star!

We are excited to announce that Campaign Manager, Anna Jorysz, has been nominated for the Performance Marketing Award’s Industry Rising Star! The prize is awarded to the best and brightest in Performance Marketing. We are very proud of her hard work and efforts! Get involved and cast your vote!

vote_now_button

Anna joined NMPi as an Analyst in 2014 after travelling through Thailand for a year where she helped develop the website and social activity for a charity organisation.

Anna quickly progressed to Campaign Manager and became an integral part of the performance team. She began her career in Paid Search, and over the past year has helped shape the development of NMPi’s Performance Display solution with not only her strategies and optimisations but with the help of a customisable, dynamic creative she built.

Anna is a passionate problem solver and her dedication to her team in evident in her work every day. Her strength as a Campaign Manager lies in her unique ability to look at platforms from a tech and strategic perspective, enabling her to find new and innovative approaches to problems and deliver the desired outcomes for her clients. Her rapid progression is a testament to her commitment not only to her career but to her co-workers and clients.

Make Sure to Cast Your Vote: Vote Here

NMPi #1 Elite Media Agency!

We are thrilled to announce that NMPi has topped the UK’s Elite Media Agencies poll in this years Drum Digital Census.

The census evaluates agencies based on their achievements across financial performance and client satisfaction. We are honored to be recognized not only for our growth over the past year, but more importantly by our clients who have supported us and believe in the work we deliver.

This couldn’t have been achieved without our clients as well as our talented staff, so thank you to everyone who has been a part of this great success.

Managing Director from the London office, Luke Judge, expressed his excitement at the news, “This is a real testament to the excellent work done by the NMPi team. Over the next year we are going to continue to grow and push the limits in digital innovation. We will be better than ever, and will continue to maximise performance for our clients.”

NMPi Expands Internationally with Netherlands Office

Today is an exciting day for everyone for DQ&A and NMPi, as last night at our 15th anniversary party we announced the launch of the NMPi brand into the Dutch market.

By consolidating DQ&A’s Dutch agency activities under the NMPi brand, we are building the foundation for a global, full-service, digital agency. We are looking to challenge the traditional agency groups with our service offering that is built upon the best foundations; expert teams, cutting-edge digital marketing technology and a commitment to achieving optimal return on marketing spend for all of our clients.

The NMPi agency offering in the Dutch market will include Display, Paid Social, Paid Search and an Analytics service. The current DQ&A agency customers will transition over to the new agency brand, while continuing to work with their existing Dutch client teams.

The DQ&A business will continue to exist and will focus on providing customers with leading digital marketing technology platforms and consultancy services around digital marketing infrastructures. It will look to further strengthen its position as a leading DoubleClick Certified Marketing Partner, helping its wide customer base navigate their digital marketing challenges effectively.

By expanding the agency offering that existed in the Dutch market with world-class Search and Analytics services, we expect we can help our clients in being relevant across every digital media touch point they have with their intended audience. This is an opportunity for two companies to come together and share nearly 30 years of knowledge and experience in the industry. 

The Dutch NMPi team will consist of some of the Netherlands top Account Managers, Consultants and Digital Analysts. We have brought together an exceptional team of industry experts to deliver campaigns of a quality synonymous with NMPi. Our focus is on delivering a truly localised approach that will see our clients exceeding their goals through really innovative campaigns.

The year ahead for DQ&A and NMPi is exciting as both companies seek to continue their expansion and growth across the globe, helping advertisers across the world gain transparency, knowledge and insight into their digital marketing activities.

 

Subtle Changes : AdWords Ad Diagnostic Now Using Mobile Devices as Default

A subtle change in AdWords Ad Diagnostics seems to have occurred within the last week with very little fanfare. Advertisers may not have noticed, or have, but don’t understand what is causing this shift from desktop to mobile default. The following is a more structured description to help advertisers navigate this change.

What is the AdWords diagnostic tool

The ad diagnostic tool can help you to diagnose the reasons why your ad may or may not be appearing for a given keyword on the Google search results page in your targeted location. It can be accessed in AdWords by hovering over the magnifying glass for a specific keyword. It will tell you whether or not a keyword is triggering ads, and the reasons why. This can be seen just above the keyword Quality Score information.

If the keyword does not show any ads there will be a link, “what can I do?”, which will take you to AdWords help center instructions on how you can fix the problem so that your keyword will start triggering ads. e.g. by increasing the max bid.

What has changed

Previously, the default device used for the keyword diagnostic tool was desktop, therefore if the ad diagnostic tool stated your ad was not showing you knew this was applicable to both desktop and tablet devices (until tablet bid modifiers are released) which was preferable when desktop and tablet devices accounted for the majority of sales and revenue. Last week, however, we started seeing a large number of keywords across our accounts displaying the below message in the ad diagnostic:

Unknown-1

However when clicking through to the ad preview tool, it was obvious that these keywords were still showing on desktop and tablet devices. Further investigation showed that what all these keywords had in common were large negative mobile bid modifiers which had been implemented to improve performance based on previous analysis of ROI by device, indicating that Google has changed the default device used for ad diagnostics from desktop to mobile.

Why has Google made these changes

With the current multitude of AdWords changes that have been implemented recently or are expected to become available this quarter – expanded text ads, tablet bid multipliers, demographic bid modifiers to name a few, this seems to be a relatively subtle change which may have gone unnoticed for many advertisers.

In May 2015, Google made it official, mobile searches had overtaken desktop. It is likely that Google has made this change due to overall traffic from mobile devices overtaking that of desktop across many sectors.

However, based on our client data, despite mobile traffic now being higher than desktop on many accounts, mobile revenue still only accounts for around 30% of the total revenue with the remaining 70% coming from desktop and tablet devices on a last click basis; meaning that this change is not a beneficial one in the majority of cases where the status of the keyword on desktop and tablet is still a priority. Another potential side effect as a result of this change could be an inflation effect on CPCs if advertisers start to increase their max bids based on making an assumption from the ad diagnostic that they have a low ad rank and need to increase their bid

What can we do?

Fortunately, advertisers can still run the keyword diagnostic on an ad hoc basis to specifically check desktop rather than mobile devices by navigating from the keyword view in AdWords to the Details drop down menu:

Unknown-2

And then amending the options in the Keyword diagnostic settings to look at desktop devices:

Unknown-3

Clicking ‘run test’ will then enable you to see the diagnostic status for desktop devices in the ‘Status’ column which can then be downloaded.

Unknown

This does, however, have to be done at a geographic level so it would need to be done multiple times for accounts containing campaigns targeting different locations. The data will also go back to the default mobile devices setting after a short time meaning that this will not be a permanent change, so advertisers will need to continue to take this into account when looking at the ad diagnostic status going forwards.

The Impact of GTINs on Google Shopping

In February, Google announced its latest PLA requirement would become mandatory on Google Shopping: the implementation of GTINs across products sold by multiple sellers. As of May 16, they formally enforced the rule across the board. Google first broke the news last August when it initially issued the requirement to only fifty brands. Now Google is expanding this to include all brand name products or services.

What are GTINs?
GTINs are the barcode of google shopping. Every product has one, but not every customer looks at them. However, they are a unique code that identifies and provides important details about every product in the Google Shopping catalogue; and now they play a vital role in Google Shopping.

Why Implement GTINs?
Google implemented this regulation to keep tabs on what retailers and service providers are selling on its platform, saying that by knowing what’s being sold, they can help merchants boost their ad performance. The addition of the GTIN has allowed Google Shopping merchants to serve their ads in more places, and with Google’s partners, thereby bringing conversation rates up by 20%. A successful test conducted in September 2015 determined that GTINs improved CTR by up to 40%. As a result, Google has required all brand name products within Google Shopping feeds to have a GTIN.

Who is Affected?
Merchants targeting Australia, Brazil, the Czech Republic, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the UK or the US, must affix a corresponding GTIN on all new, in-stock, and branded products in order to comply with Google’s requirement for Google Shopping. Merchants advertising pre-order, used, handmade, custom made, or vintage items will not be impacted because these products are unique, and only being sold in one place.

What has been the impact?
This has been time consuming for advertisers who don’t already have this data within their feed. It required sourcing potentially 100s of GTINs. Regarding overall performance, GTINs have only been a requirement from May so there hasn’t been enough time to see any significant change.

Want to know more about 2016’s trends? Download our mid-year review