We’re excited to announce that NMPi by Incubeta has been shortlisted in 2 categories at the Drum Digital Advertising Awards US! These awards reward programmatic performance and give recognition to the best in the programmatic and ad-tech industry in the US.
We’re proud to be in the running for:
Best Paid Social Campaign – NMPi for Eurail – Blending Organic and Paid Social with UGC
Most Effective Use of Data – NMPi for Marks & Spencer – Not All International Markets are Created Equal
Here at NMPi by Incubeta, intelligent, accurate attribution is always front and center of our decision making. Social has always required a slightly different approach from our other performance channels due to the extremely limited insight available via third party tracking solutions. I wrote on this a couple of years ago here and sadly, not much has changed. It has always been, more or less, Facebook’s way or the highway. This is particularly the case with post-view interactions, where historically Facebook has only allowed third-party tracking such as from Google Marketing Platform on certain targeting groups. The insight you can gain from this small section of your activity is also extremely limited in scope; only allowing you to verify impressions delivered, but not attribute sales.
As a result of this, there was considerable excitement at NMPi HQ (or our respective bedrooms/kitchens/garden sheds) when reading that Facebook & Google are taking some steps towards playing nice together. This consists of server-to-server integration, which is essentially communications between Facebook’s servers and a third party via API, in this case, Google Campaign Manager. This isn’t a new tool, you can already use server-to-server integration to attribute offline conversions and other data points to Facebook. However, there has been some confusion around the capabilities of the Campaign Manager integration specifically.
A Breakthrough for Social Attribution?
While some commentators have heralded this move as a gamechanger for Social attribution, the reality is much less groundbreaking. Server-to-Server integration with Campaign Manager will only allow impression counting and verification, rather than more in-depth information about post-impression conversions. Instead, the biggest opportunity that this change offers is the ability to eventually allow impression counting across all target types, including pixel-based audiences, lookalikes, dynamic, and more.
Marketers have been crying out for a way to properly attribute Facebook’s post-view conversions and to be able to understand them within the context of their wider marketing mix. This change doesn’t solve this problem. Currently, all that is being shared across is a validation that the impression was served and the environment in which it was served. To allow post-view attribution, Facebook would have to share across a common identifier for the user that Google can read and match to a conversion. They can then place this in the wider path to purchase of this user, alongside all other channels tracked via Google Campaign Manager. However, this would likely lead to some issues with GDPR or CCPA around sharing this user data over – even if Facebook opted to do so – and any solutions to enable this would require more data being shared between the two tech giants.
A Step in the Right Direction
Server-to-server integration as a tool, in general, does certainly offer marketers an opportunity to gather more insights into the performance of their social campaigns. Most of the applications of this integration are designed to attribute more sales to Facebook ads (e.g. store & affiliate site conversions). However, we can still hope and this is certainly a step in the right direction in terms of sharing data more openly and effectively between Facebook & Google. There are unfortunately a few more hurdles to clear before we can start to glean full insights into the post-view performance of our Social campaigns.
In the fifth installment of Incubeta’s Virtual Learning Series, Joe Comotto brings his knowledge of SEO to highlight how this often overlooked practice can play an important role in getting your business through the pandemic and into the new normal.
The coronavirus pandemic and lockdowns have seen marketers cutting back, or even entirely removing, their marketing spend. With a dependence on paid media, we often find that brands overlook the role that SEO can play for your business. As budgets decrease, now is the time to evaluate your strategy to find a place for investment and prioritization in SEO; doing so will help your business to get through the storm and into the new normal.
To give you an idea of the change in the landscape to date, 1 in 3 consumers have already changed their approach to shopping. Google Search ads – the starting point of many a digital advertising campaign – lost 7% of their impressions from January 13th, 2020 to March 9th, 2020. Finally, with the vast majority of the population now at home, we’re seeing a huge increase in mobile usage. With these shifts, there is an opportunity for SEO professionals and content marketers to ramp up their impact, creating content that drives conversions now and builds their brand long term.
In his webinar, Joe highlighted the top 6 tips for anyone wanting to invest more in their SEO strategy during this period, including some areas that should be your immediate focus for right now.
Be Aware of the Trends
Search behavior is changing rapidly, so it’s more important than ever to stay on top of market trends. Tools such as Google Trends will be incredibly useful here to help you identify new keywords and themes.
For example, we’re seeing customers moving online in increasing numbers, and instructional searches – think “how to’s” and recipes – have risen dramatically since the lockdown began. Searches for exercise classes online have quickly overtaken those for exercise classes “near me” as people look for workouts that they can do without leaving the house.
Schema markup is a specific kind of code you can add to your site to help search engines return more informative results for users; think rich snippets! Naturally, this means that Google loves schema, and it really helps your brand stand out in the SERP.
There are 818 different kinds of schema to take advantage of. Some common types you might already recognize (or even be using!) include FAQ, HowTo, Opening Hours, and Item Availability, but there’s new COVID-19 related schema that you can make use of throughout this period. These can be really useful when you’re looking to provide date-stamped updates for things like travel bans or school closures, as well as to indicate where an event may have been canceled or moved online.
In terms of implementation, it’s fairly straightforward as most have a CMS plugin you can use. You don’t need any coding skills to be able to get set up and there are lots of free tools available to create and validate the schema.
Customers will likely have many questions about your brand’s approach to COVID, so make sure to keep them updated with relevant FAQ content. A lot of this content can then be repurposed or slightly modified for a post-lockdown world, giving you evergreen content that you can continue to share.
Instructional pieces on how to care for and clean products will be useful to your current customers, as well as anyone researching how to care for specific products during lockdown. Similarly, consumers will be looking for activities to stave off the boredom, so DIY guides will likely see some good performance over this period.
It’s also worth noting that many consumers will be limiting their spending throughout this period, so creating content that’s tailored to the awareness and consideration stages of the marketing funnel. With more people working from home, a retailer might see success from a piece around how to style a perfect WFH outfit. Advice on how to make money go further will also likely be appreciated and helps to present yourself as a thought leader within your space. When those consumers are ready to purchase again, your business should then be front of mind.
During this period, it is crucial that your Google My Business Listing is up to date. This way, you can quickly and easily let customers know if your store is temporarily closed, so your customers don’t leave the house for a closed shop. You can also let your customers know if you’re providing a pick-up service and add special hours to your listing. If you own thousands of stores, Google has made this easier by providing the ability to update your special opening hours in bulk.
Google recently updated their Google My Business support to prioritize listings for critical health businesses, as well as any new listings, claims, and verifications for these businesses. The Review and Q&A functionality, on the other hand, has been disabled for the time being.
Page speed is somewhat of an outlier here, as it’s certainly not a quick win and you’ll likely need additional support from your developer team. However, if you have the bandwidth, capacity and the time to look at increasing your page load speed then it will pay dividends in the future – not only to your SEO but your paid media as well.
For most organizations, we strongly recommend that you look into AMP, with the exception of retailers as there is a lot more additional work required to maintain it. But, if you’re pushing out lots of news or updates, AMP is the best way to get that information out there and featured on Google’s Carousel. If you have the time and resources to invest here, it’s certainly worth the returns.
Plan and Measure
The most important point to take away from this is the need to plan and measure. One of the biggest problems we have as SEOs is proving the value of what we do, so being able to get enterprise-level focus on SEO and educating people internally is key to keeping SEO on the table.
The best way to do this is to relate your goals and KPIs back to business measurable outcomes. More often than not, if you want to get C-Suite buy-in, you’ll need to relate everything you do back to revenue. You need to show that your action caused a specific increase in revenue. By planning effectively and understanding the best way to measure, this will ultimately allow you to keep SEO on the table as a priority for the business.
Award ceremonies might have moved online, but that won’t stop us from celebrating our latest award win. We are delighted to announce that at this year’s Drum Search Awards, our work with M&S won the award for SEO & PPC – Most Effective Use of Technology, for our proprietary technology Seamless Search.
Working with Marks and Spencer, we developed a machine learning tool that allowed the retail giant to manage their paid and organic search holistically.
A huge congratulations to the team who worked on this project, and we hope to be able to announce more award wins in the coming weeks.
Here at NMPi, we may be working from home, but we’re continuing to work harder than ever!
Our hard work has clearly paid off, and we’re excited to be able to share that we’ve received a nomination at the Campaign Tech Awards! The awards celebrate the industry’s most innovative tech-driven work that shows best-in-class creativity or collaboration to deliver effective marketing solutions for brands.
We’re proud to be in the running for the “Breakthrough Tech” Award for our proprietary search technology.
Due to the ongoing situation with COVID-19, we’re excited to attend the digital awards ceremony on June 22nd – and we’ll be raising our glasses from the comfort of our homes.