The C-Suite Conversation

Read Time: 3 mins

Yesterday, CEO Luke Judge joined the line-up of high-ranking industry experts at The Drum’s Programmatic Punch to face off on some of the biggest topics in Programmatic right now. Alongside Anna Forbes, UK General Manager of The Trade Desk, Luke answered questions from Justin Pearse, Partner of Bluestripe, on some of the business trends within the programmatic industry and the challenges still to overcome.

Whilst the advertising industry, and programmatic display in particular, has never had the cleanest reputation, and Marc Pritchard’s speech last year called out the lack of transparency within the programmatic space, on this panel the tone was much more optimistic. 

A Murky Past?

It’s no secret that the programmatic display industry is complicated, and there is an overall lack of understanding about what goes on. The panellists, Judge and Forbes, agreed that Pritchard was right to call out those who were engaging in bad practises and to put out a call to action for the rest. However, they also rallied against some of the hyped rhetoric of the claims and sought to demonstrate that things aren’t as murky or even as fraudulent as some might claim. 

Unsurprisingly, trust surfaced early on in the discussions as a central challenge still to overcome. While trust between both the consumer and advertisers, and between advertisers and agencies, has improved over the last year, it’s fair to say that it is still a major issue within the industry. However, Luke highlights that this is exactly the way it should be. Trust should always be the number one priority for advertisers and the industry at large, as it allows change to happen quicker and more fluidly. 

This bleeds into the trend towards in-housing that has made headlines throughout 2019. The case for brands to in-house their digital marketing is not always a clear one, but the panellists argued that it doesn’t have to be a black-or-white decision. There are degrees of in-housing that brands can take advantage of and this is often where the sweet spot lies. Perhaps this involves owning the technology platforms, or the data that your agency are using; the specifics will depend on your brand’s unique needs. 

Crucial to this is a great agency partnership; one where the relationship has become integral. The best work can be done when agencies are able to work closely with their clients and become a part of the team, rather than something external. 

With the basics covered, advertisers can begin to handle some of the other challenges that might be on their radar. The main discussion point here? The quality of creatives and the overall user experience. GDPR has required explicit consent to cookies, but more often than not, those pop-ups are more annoying than the ads themselves, thus having a hugely negative impact on the overall user experience. 


There’s a lot to be excited about that Luke and Anna were looking forward to as we move into 2020. 

New formats for video through Connected TV will allow smaller businesses to lean in to video advertising, further opening up the video advertising space even on non-TV devices. On top of this, new opportunities are beginning to crop up as publishers begin to develop their own supply-side platforms, allowing advertisers to make specific creatives that are designed to talk to the unique placements; for example The Washington Post’s Zeus Prime. While this will require additional expertise in a space that is becoming increasingly specialised, it does unlock more personalisation options so as to continue to make ads as relevant as possible. 

For the C-Suite, there’s a lot to take away from this panel, but perhaps the biggest takeaway is the overwhelming sense of optimism that 2020 offers. From new platforms to new ways of working with clients, there’s a lot to take advantage of here for those who are ready to jump in.


You Can’t Spell Christmas Without CSS

Read Time: 6 mins     

The end of the decade is in sight and as the rest of the country avidly watches this year’s Christmas adverts, ecommerce businesses across the country are gearing up for what’s expected to be another sizable Q4 (despite the 2019 Brexit will-they-won’t-they and the December election). 

For marketers, the most wonderful time of the year is also the busiest – we’re managing more data, more products and more customers than ever. In fact, some recent research shows that more people are planning to take part in Black Friday and Cyber Monday this year, leading to an estimated total spend of £7 billion (an increase of over 55% from last years’ £4.5 billion). 

If this wasn’t enough, there’s also the double-edged sword of Black Friday falling after payday this year. Although this sounds more exciting for marketers at first, it also means that sales could potentially be “stolen” from Christmas campaigns, putting a lot more pressure on a concentrated few days rather than the whole holiday period. Perhaps more so than ever this year, Black Friday will underline the success of a brand’s Q4 and, consequently, the success of the entire year.

Each year, we have to ask ourselves the same questions: how do we handle the competition when an ever-growing number of contenders are launching deals? How do we manage rising costs thanks to heightened competition? And how do we utilise our marketing channels to their maximum capacity to drive the results that will define success for the year?

All of these different pressures can add up, leading to one very busy marketing manager.

Whilst we can’t help with everything in a single blog post, what we can offer is some marketer-to-marketer advice on your Shopping campaigns. 

Shopping has been around for a long time, and the NMPi team has been helping retailers since its birth. So, with the introduction of biddable media’s youngest child – Comparison Shopping Services (CSS) – we can use our years of expertise to help you make the most of this channel this winter.

CSS operates in much the same way as Shopping campaigns, with vendors bidding to show their ads in the top five positions of the Shopping window. Techniques to improve Shopping campaigns are numerous and varied, so we’ve focused on two pivotal aspects of Shopping activity to help you increase your chances of listing above your competitors: budgets and feeds.


First of all, if you’re not, make sure you’re using a CSS! Delivering your Shopping campaigns through a CSS provider means a 20% gain in efficiency, all of which results in the holy grail for paid media campaigns – better performance for less. Your budget will go further, which is particularly important as an Adthena report earlier this year showed that Google Shopping makes up approximately 82% of total search budgets, making this an important channel to capitalise on and to assign spend.

Additionally, increases in competition and elevated spends over peak retail season result in inflated CPCs, making it tricky to drive performance without overspending. According to recent research, bid prices in the apparel vertical in Great Britain grew by 16.7% over November and December of last year. With these soaring costs and rising numbers of rivals trying to stake their claim in the market, it’s important to allocate budget effectively to maximise performance over peak times. Additional investment / CPA increases can help to address this and drive further results. 


Whilst you can pump spend into campaigns to drive performance, results will be underwhelming if they’re not accompanied by effective, granular targeting geared towards accelerating sales. Unlike PPC, it’s not possible to bid on keywords with Shopping campaigns or have as much control over products that are shown in the SERP. We have to rely on Google’s algorithm, which often prioritises price as the deciding factor for the product that wins the auction and is displayed. Ensuring that your feed set up is as detailed as possible enables you to influence which products you want to push to potential customers.

As brands promote their holiday stock, a quick way to prioritise these items is to insert the sale/seasonal name into the feed titles. For example, ‘reindeer jumper’ becomes ‘Christmas reindeer jumper’. This allows you to guide your campaign decisions based on seasonal key search terms. 

You can repeat this process across bestsellers, higher-margin products, new season releases, and other items you want to push throughout the year too. 

Successful strategies this season will incorporate performance data into their feeds to automatically optimise activity. Within the feed, there are five available custom label columns, and this can be populated with information that will enable Shopping campaigns to generate revenue, including metrics like AOV, ROAS and bestselling/sale items, which can all be used as a base for campaign decisions. If you’re able to push margin data into the feed, third-party Shopping partners using tools such as SA360 (like NMPi), can utilise this to maximise revenue – visibility of margins offers insights into which items can be pushed harder. 

On top of this, the feed data used for Shopping activity can also be employed when delivering cross-channel campaigns. Centralising your data, and using the same signals across multiple channels, can help with campaign decisions and drive optimum performance. Too often, retailers silo their data, resulting in poorer performance. If a user clicks through a Shopping ad for a brand’s bestseller, this information can be pushed back into the feed to make sure the next time the user is browsing, they are served a Display or Social creative based on their previous decision, streamlining the user journey. Other important signals to take into account include top performers, high priority and higher-margin items, seasonal products and price comparison.

Overall, the best campaigns this winter will be the ones that implement a combination of well-optimised feeds and carefully decided budgets, anticipating the rise in competition as well as pushing specific products. Picking your battles is key; there’s little use in pushing products that aren’t going to sell. Making sure that detailed feed labels are applied, and data is centralised, enables smarter bidding decisions when promoting items, and encourages a more cost-effective approach across all marketing channels.

Success over the holiday season is ever more intricate, requiring meticulously planned campaigns that both foreshadow and respond to user behaviour. Using previous performance data, and analysing YoY trends, enables you to estimate the expected outcomes of the coming year. NMPi’s 2018 analysis below shows key retailing dates and their impact on clicks and conversion rates.

With multiple dates to circle in the diary, it’s no wonder that the holiday season is the most frenzied time of the year for marketers. And with Shopping competition higher than ever this year, it is vital to give yourself the edge by being granular, using your data and optimising your feed.

To find out more about our thoughts of the retail sector, you can explore our deep-dive report on the State of Advertising.

To get in touch about how NMPi can support your Shopping and other feed-based activity, please send an email to [email protected].

NMPinteractive Workshops launched for Industry Partners

NMPi, by Incubeta, are excited to announce the kick-off of our latest workshop series, NMPinteractive. Hosted in our new Old Street office, these active learning sessions give our partners first-hand experience in the services we provide and how to use our solutions to benefit advertisers’ strategy. 

According to our very own Learning and Development Director, Caitriona Bennett,  “Active learning thinks not just about the content of a session but how it will be best absorbed. It requires participants to think deeply and to apply new concepts in meaningful activities. By applying this method we help our partners increase content knowledge, critical thinking, and problem-solving skills.”

In our first session, we offered our partners at Awin the chance to step into the shoes of a digital marketing manager. Each team was asked to create a “2020 performance strategy” for a top UK brand. Before they got started, the NMPi team gave them an in-depth training session on Paid Search, Paid Social, Display and CSS, focusing on how each solution can be used to its full potential and create the greatest impact on brand performance.  

After just a half-day’s workshop, NMPi were impressed with the innovative strategies produced by Awin, leaving the Awin team with a full understanding of how NMPi services can be used to their full extent. 

“NMPi hosted both an engaging and insightful workshop for us this month, to enhance not just our knowledge, but our partnership as a Network & Agency. The presentations were extremely valuable for our Client Services team, and to finish off the day – playing the role as a Digital Marketing Manager was very exciting!” – Sapna Basi, Awin Global Account Manager

This workshop was the first of many innovative training sessions that we will be delivering to our partners. If you are interested in learning how to get your team involved in an NMPinteractive workshop,  please get in touch with our partnerships team. 

If you’d like a glance into life at the Incubeta office, check out our Facebook album for an office tour!


The Ultimate Shopping Set Up

In his latest presentation, Head of Performance Max Flajsner joined industry experts to discuss Google Shopping and CSS. Following discussions of Max’s presentation looked at how you can take your Shopping campaigns to the next level, and how a CSS can help you along the way. 

Laying the Foundations

First things first, it’s important to get the basics right, as it’s not as easy to control Shopping or CSS as it is to control your PPC. With Shopping you’re not able to choose which keywords you’re bidding on, nor can you control what ad copy you show i.e. which product gets shown. As such you’re immensely reliant on the Google Shopping algorithm when it comes to which products are showing and on which terms. It’s important to note that Google values price in its algorithm, so how can you make sure your best seller is showing and not your old cheaper sale deadstock?

The solution here is twofold. First, ensure you’re getting granular with your bidding, and not bidding flat across a big product set. This gives you more control; allowing you to bid higher on those best-selling products to keep them front and centre while pulling back on sale items to maintain a higher ROI. Then, use negative keywords and campaign priority to create a tiering system to make sure you’re winning on your key terms. 

As we move into Q4, it’s even more crucial that you consistently review the splits of your data; which demographics, geographies and audiences are performing? If you’re using an automated bid strategy, does this account for seasonality? Max made reference to a presentation made earlier this year, where Alex Haynes highlighted the phenomenon of the “Pyjama Panic Buy”. Over Cyber Weekend, we tend to see ROAS peaking from 11 pm onwards each night, as users panic that deals won’t be available the next day and so purchase just in case they miss it. Ensuring that your bid strategy takes this into account will play a huge role in your success over this time period.  

Sharing Data

Businesses today have access to so much data, but its often housed in a number of different places. In order to truly drive optimum performance from Shopping campaigns, we need to connect those data sources. Search and Shopping campaigns output tonnes of useful search query data, which can then be pushed back into the feed to boost impression share. Plus, 99% of advertisers are wasting spend on low stock and low margin advertisers. All of this data should be available, so once again it’s a case of pushing it back into the shopping feed to guide your campaign decisions. 

This works both ways – once you’ve brought insights from other channels into your Shopping campaigns, you’ll need to use your Shopping data to fuel even wider decisions. Someone clicking through a Shopping ad for your best seller is worth more to us than the person clicking through your deadstock. With tools like SA360, you’re able to add dynamic parameters to every clickout based on how well the product performs. These audiences can then be used across all other channels. 

CSS can also give us lots of data on how products perform in a competitive environment. When you push that information back into the feed, it can help you to decide which creative to use on Display or Social. Finally, all those search queries driving performance in CSS should be shared with your other teams as well; for example, using the highest performing search queries to build custom intent audiences for Display.

Getting Creative

Sometimes, we as marketers can have an inflated sense of self-importance; believing it’s the little changes we made to a campaign that drove the big uplift in performance. In reality, this was likely caused by something that was completely out of our control. In short, we aren’t as in control of our campaign performance as we might like to think. 

There are ways to harness some of these outside forces though, which will help you to make the most of these unexpected uplifts. For example, sports brands would do well to incorporate Fantasy Football APIs and match schedules into their feeds and bidding strategies in order to make sure they’re pushing the right products at the right times. Garden Centres or plant stockists should factor in the seasonality of their products when deciding how to split the budget, while clothing retailers might want to consider the weather. 

There are lots of opportunities for retailers to make the most of CSS platforms, especially in time for the holiday season, but like any channel, you cannot run it in silo. The most successful strategies will incorporate not only information from other digital channels, but pull external data into the feed – The Ultimate Shopping Setup is one that is communicative, and creative. 

Amazon: The Missing Piece of the User Journey

At PI Live this year, Peter won the public vote to speak at the conference – and with Amazon such a hot topic this year it’s no wonder why. As we move into a key retailing period, his presentation provides the perfect overview of this newly evolving channel. 

The Rise of Amazon

A Feedvisor study from March this year highlights that two-thirds of US shoppers typically start their search for new products on Amazon; showing just how far the ecommerce giant has permeated into consumer habits. For contrast, only one-fifth of respondents used a search engine like Google, and only 3% looked on another marketplace. It comes top for vendors too, with nearly half of Amazon’s US vendors and sellers selling exclusively on Amazon; accounting for between 80-100% of their total business ecommerce revenue.

Unsurprisingly, we’re also seeing digital spend on Amazon Ads climbing. In 2018, Amazon saw YoY growth of 123% while this year’s forecasts suggest YoY growth of 53%. Driving this growth is the size of the audience available on the channel, all primed and ready to purchase. With over 200 million users a month in the US alone, retailers are able to chase some strong performance and ROI. 

Understanding User Behaviour 

Amazon offers an easy, efficient and familiar user experience, with a built-in feedback loop that keeps users coming back for more. This has ingrained the channel into the mindset of consumers, making it the primary destination for product searches. However, it’s important to understand its place within the user journey, especially with relation to the other ecommerce giant – Google. 

When it comes to Brand – related searches and Generic searches, Google comes out on top; with most users preferring to do their research here. Amazon instead dominates on specific product terms – as this is when they are at a much higher propensity to buy. Conversion rate is also much higher on Amazon, again reflecting the purchasing mindset, even if CTR tends to be much higher on Google. 

Creating a Less Siloed Channel

Amazon itself is notoriously siloed as a channel, but there are a number of things you can do to effectively enhance your performance. 

Amazon is very similar to other paid search channels, which means that you can share data across channels to optimise your performance. For example, you can analyse search queries and patterns across platforms to discover new keywords for your campaigns. 

With access to heaps of data from Google, you can use this to better inform bidding decisions on Amazon. This would allow you to utilise cost and conversion data from different channels to improve ROI on a multi-channel level. 

Finally, and perhaps most crucially, you’ll need to find an effective way of measuring your performance in a holistic way. One option here is to use Amazon Attribution to measure how user behaviour differs from your website compared to Amazon. This allows you to see patterns such as where users prefer to convert and how they behave between the two purchasing options. 

Amazon provides a huge opportunity for retailers, especially as we move into Q4. This is the perfect time to get to grips with this highly lucrative channel. To find out more about making the most out of Amazon, join Pete on 13th November for his upcoming webinar, covering more practical tips for your campaigns. 

Meet BERT – Google’s Latest Update

Google’s algorithm updates have always had a significant impact on how marketers handle their SEO efforts, but their latest update – BERT – has been heralded as the most important update in five years, and is set to impact 10% of search queries. But what exactly is BERT, and what impact will it have on organic search as we know it?

The Future of Search is Conversational

In recent years, we’ve all heard that marketing is conversational, but BERT shows that Google has firmly subscribed to this. With voice search becoming increasingly popular thanks to the rise of smart speakers, Google’s latest update is designed to help Search better understand natural language and more conversational queries. 

BERT stands for Bidirectional Encoder Representations from Transformers, and is a “deep learning algorithm”. The algorithm seeks to give context to Google Search queries so that Google can understand a user’s more natural searches. Sometimes, the context of a search is crucial to getting the right results – for example, there are many different uses of the word “type”. When considered on their own, you might receive results that are entirely irrelevant to these kinds of words. It’s the context around the rest of the query that demonstrates specifically what a user wants. 

Given that there has been a trend towards longtail search terms, particularly as people talk rather than type their queries, this update provides the opportunity for content creators to go back and retest content that might not have been as successful previously. As Google begins to understand search terms with the context of their intent, you may find engagement rising where previously it had remained low. 

Success after BERT

To ensure your organic search success after the rollout of BERT, you’ll want to ensure that your content is well written, and uses words precisely. If your content or pages are unclear, it makes it more difficult for Google to understand the overall context. When developing content, be sure to keep the user front of mind; having a clear focus on the point your page is trying to make. By writing for users, Google is better able to understand the context and relationship between words and hence make sure you’re appearing for the most relevant searches.

The full impact of BERT is still unclear, but what we can already see is the continuing optimisation towards conversational voice searches. Context will be incredibly important, ensuring that you continue to appear on the most relevant searches. Focus on precision, and you’ll likely see the benefit for your organic search.

Programmatic Gold at IPMA’s and a Drum Shortlist: All in a days work for NMPi!

Last night, PerformanceIn kicked off another exciting PI Live with their International Performance Marketing Awards and another successful night for the NMPi team!

Our recent work with Fanatics earned us a Highly Commended for Best Paid Search Campaign, but it was our Christmas campaign for Liverpool FC that took home the gold. The Christmas gift-buying season brings its own set of unique audiences, requiring a very different style of advertising. Our display team’s creativity saw some great results for Liverpool FC, and earned us the Best Use of Programmatic.

However, this wasn’t our only success of the day- as it’s been announced that we’ve been shortlisted for Online Advertising (40-99 Staff) at the Drum Recommends Awards!

We’ve headed to day one at PI Live, award in hand and we’re looking forward to seeing what the rest of the conference brings! If you’re heading to PI Live, come and visit us on Stand 12 – you can find out more about what we’re offering here.


Incubeta Ignite: Data: The Road Ahead

Read Time: 3 mins

The consequences of the industry’s misuse of data have finally caught up with us. Restrictions and technical limitations, enforced on us by legislation, web browsers and technology platforms, have curtailed many of our practices. With the turn of the decade upon us, Kate Jervis takes us through the road ahead for data.

Restrictions and Regulations

One of the biggest challenges we now face is that the “perfect” single customer view doesn’t exist. Of course, it never really has existed, however it’s something the industry has long been aiming for. Now, due to the impact of GDPR, it’s no longer a sustainable objective to work towards. What we’re able to track has fundamentally changed. 

GDPR wasn’t the first legislative restriction placed upon tracking; in 2011 the EU Directive stated that consent was now required to drop non-essential cookies. However, this wasn’t too limiting with the ICO providing guidelines which suggested implied consent (pre-ticked boxes for accepting cookies) was reasonable, and so we were still able to work towards tracking a complete view of the customer.

This all changed with GDPR legislation coming into play towards the turn of the century, and best practice guidelines from the ICO highlighted an important industry development; analytics cookies are considered non-essential and therefore need explicit user consent before they can be dropped and recorded.

Whilst they provide businesses with useful information that can help site optimisation for user experience, analytics cookies aren’t part of the functionality a user is requesting when they use an online service. If a website didn’t have any analytics on-site, a user would still be able to access the site itself, hence the classification as non-essential. Recent stats before GDPR came into effect show that between 8-20% of analytics tracking is being blocked, and so with all these legislation changes, it’s certainly likely that this number will grow.

Remaining Optimistic

Despite this, there is still a lot to be optimistic about and there are a few different solutions being discussed. Perhaps the most promising technical solution involves cross-industry unification, a blue-sky possibility conceptualised by the IAB; they talk of a world where information would travel with the consumer throughout the digital supply chain, giving any advertiser or website who is compliant with privacy regulations access to the consumer’s information. It may be a long way down the line, but it’s important to remember that the challenge of cookie-less tracking is not a singular business challenge – it’s an industry-wide issue, and therefore the true resolution lies in all our hands as a collective.

But in the short-term, what else is an option? There’s fingerprinting, or even a move from user-centric analytics to sessional data. Or if we were to stop thinking about the technical options for a second, we might realise that we could have a positive mindset, and work with what we’ve already got! We’ve become so obsessed with everything being measurable that our ability to take action has been seriously hindered. We will never be able to have the perfect customer view that we’ve pictured for years, so it’s time to let it go. Looking back from ten years ago to now, we have better technology, better insights and better skill-sets than we’ve ever had before, and so it’s time to start from where we are, instead of living in the past.

Is DV360’s Auto-bidding the AI Solution We’ve Been Waiting for?

Read Time: 4 mins

When it comes to your display and video campaigns, managing your ad budget and optimising your bids is a tricky beast. With the sheer amount of information available on users – their demographics, their searching habits, and where you’re likely to find them – it’s incredibly difficult to manually find the perfect bid to reach the right person at the right time. Auto-bidding takes away all the hassle, enabling you to optimise your bids using countless data points that would be impossible for a human to group together.

What is Auto-bidding?

Auto-bidding uses AI to dynamically optimise bids and ad delivery to best achieve your goals. By learning from both failed and successful bids, the algorithms are able to predict the behaviour of your target audience. 

To put this into context, let’s use the example of a prospecting line item targeting 18-to-24-year-olds in the UK with an interest in football. Our goal is to drive these users to site at the lowest cost. 

In a fixed bidding scenario, you’ll use the same bid for each individual user in this audience. Auto-bidding, on the other hand, layers a number of more refined data points to create a unique bidding strategy. This takes into account a number of behavioural trends relevant to this audience group, such as:

  • Users in major cities have a higher CTR and better CPCs compared to those in the countryside, despite having a higher eCPM.
  • 19-year-olds engage with the ads at the same rate as 24-year-olds, but tend to be a cheaper audience to target.
  • Engagement rates are best between 6 pm and 8 pm.
  • Contextually, advertising alongside football news content garners higher engagement than alongside technology review sites.
  • Showing 20-year-olds an ad 5 times a week leads to improved overall performance.

The Benefits

As you leave the AI to do its job, you’re able to focus your attention on other things, ultimately giving you more time to develop strategy or work on creative outputs. Advertisers no longer need to worry about analysing engagement and conversion data to determine the best way to adjust the fixed bids – instead, looking at the overall picture of performance. 

Also, the algorithms are able to interpret these swathes of data in a way which a human simply cannot. This unlocks a huge potential for performance to improve which would not be possible without AI. 

Finally, as Google completes the roll-out of the first-price auction to Google Ads Manager, understanding how auto-bidding works is a necessity if you want to succeed. While first-price auction buying improves the bidding across all exchanges – as the auctions take place simultaneously – it will inevitably lead to increases in CPM. Complacency in diversifying your bid strategy will likely lead to poor performance as you are left behind the pack. 

Bear in Mind

However, as with any new technology, there are a couple of things to remember as you get started. 

First things first, you’ll need to make sure you have enough conversion data available for the algorithms to work from. The exact amount is tricky to pinpoint, as the more data available the more effective the algorithms can be. You’ll need to find a balance between the value of your conversion goal, and the amount of data this conversion goal can give your algorithms. Also, be mindful that in the testing and learning phase it can take anywhere between a week and a month before you start to see improvements, so patience will be crucial. 

When choosing the type of strategy to employ, it’s important to note that auto-bidding strategies designed to minimise your CPCs will often bring in low-quality traffic or clicks that fail to convert. Instead, set up your auto-bidding strategies to minimise your CPA with the conversion goal as a landing page visit. By setting up your account in this way, you are able to take potential drop-off between clicks and landing page views into consideration. 

Another feature available through auto-bidding is Insertion Order-level budget allocation. Here, there is an extra layer of AI which evaluates the performance of your line items before allocating your budget accordingly. From experience, however, we recommend analysing your results, taking into consideration the CPAs and amount of inventory available (cookie pool size), and then manually allocating the budget.

So, is DV360’s auto-bidding the AI solution we’ve been waiting for? 

From the results we have seen, we definitely recommend implementing Autobidding – but there are a couple of caveats. If your conversions are low, or you’re retargeting a very small audience, you won’t be able to generate enough machine learning data for the algorithms to optimise from. However, if you have plenty of data and the right strategy, auto-bidding is a great way to unlock the potential of your display and video campaigns. 

Team NMPi Head to PI Live!

The NMPi team are headed to PI Live next week to meet, greet, and share insight at performance marketing’s biggest event! You can find us at stand 12, where we’ll be showcasing some of our tools designed to help advertisers across their Paid Search, Display, and Paid Social activity.

Come and Visit Us!

Our PPC specialists will be offering live demos of our proprietary technology, NMPinsight, which can identify opportunities in potential new markets, analyse how competitive a specific search space is, and determine whether an advertiser is appearing for some of the most popular search terms, and if so, where. Visitors will receive a report specific to their sector, followed by a personalised analysis of their competitive search space.

If you’re more interested in Display, you can schedule a personal session with our data-driven creative team. They’ll help you brainstorm some potential creative options based on your brand design, proposition, and site functionality! You’ll even get some shiny examples sent over after the conference. 

Finally, never incorrectly implement your social pixels again, as our experts run an audit to make sure it’s effectively placed on your site and suggest any areas of improvement. This helps to ensure smooth running and measurement of your Social activity. 

If you are interested in having a one-to-one session with our specialists, book a meeting now.

Catch our Speakers

Make sure to catch our speakers throughout the event as they cover top performance strategies for Amazon and CSS. 

Amazon: The Missing Piece of the User Journey

Peter Munton, Day 2, 12:00-12:30, Marin Dome Stage

Integrate to Survive: The Future of Brand and Performance

Luke Judge (moderator), Day 2, 14.00-14.30, Main Stage

Google CSS and PLA: Strategies, Predictions and Ultimate Setup

Max Flajsner, Day 2, 15.40-16.10, Main Stage

You can also follow our status throughout the conference on all your favourite social channels, just look for #nmpilive