Is Brand Search the Monster Under your Bed?

Read Time: Five Minutes

Last month we announced the launch of our award-winning technology Seamless Search and explored the ways in which the one-of-a-kind search management platform can enable marketers to manage their paid and organic search holistically.

Search marketing is fundamental to the success of most businesses. Yet despite its importance, most advertisers still don’t know the true value of their activity. With approximately $332 billion being spent on paid advertising – without advertisers understanding the true value of search – one has to wonder what percentage of that is unnecessary spend.

Each year an excessive amount of capital is spent on AdWords, particularly for brand and brand generic terms. Data research from 2018 shows that on average, advertisers (in profitable industries) spend over $2 billion dollars annually on branded search – an astounding figure, which will only have increased in the last two years.

We’ve seen brands paying close to $200 for certain terms. With advertisers practically throwing money at Google for brand generic terms, one has to ask, do these businesses really need to spend this much? Wouldn’t it be better for all if paid ads were only served when they were needed, and only when they delivered incremental value over organic traffic? Branded search should be floating your boat, not sinking your ship…

How Seamless Search can Help

Ludicrous though it may seem, advertisers are constantly outbidding competitors for paid spots (even when the consumer searches for a brand by name), for fear of being knocked down the SERP.  The cost of bidding on one’s own brand generic terms is steadily burgeoning and the use of a coordinated marketing campaign, in which organic and paid search are managed together holistically could reap rewards in both business expenditure and ROI.

If businesses had a tool that recognized and implemented bid adjustments to secure top spots, reduced spend on positions already covered organically, and re-invested these savings into other channels then that would be a real game-changer.

Here is where Seamless Search comes into action. Seamless Search gives advertisers confidence that they are maximizing performance from their search marketing by enabling them to understand exactly how much their paid strategy cannibalizes their organic strategy and vice-versa.

The Process

Using machine learning, the platform assesses thousands of internal and external factors that impact the correlation between your paid and organic search, determining the true value of each channel.

To do this four separate reports are loaded into Seamless Search (keyword, ad group, campaign, and search term) and the technology goes through the following stages:

  1. The data goes through a processing procedure (normalizes, cleans, filters, and splits data to be compatible with our software)
  2. The data goes through a bid volatility analysis and enters the learning stage (this takes between 4 and 6 weeks)
  3. Keywords/Devices are then grouped by characteristics (such as impressions, impression share, CTR, CPC, and max CPC)
  4. Model creation through regression prediction (Gradient Boosting on Decision Tree)
  5. The data is processed via Python
  6. An optimum bid calculation is made and stored in BigQuery
  7. Changes are applied to your account via API, and your bids are fully automated through Seamless Search

Once the platform has your data, it can automatically make paid search bid adjustments to optimize and achieve incremental revenue. If you have a high organic coverage, then Seamless Search will recognize this and adjust your bid accordingly, thereby reducing the risk of wasted expenditure whilst allowing you to reinvest your savings into other channels.

Don’t let brand spend dominate your budget – manage your search marketing activity with confidence, and ensure that capital is spent in areas that drive true value.

To find out how Seamless Search could support your business, and drive effective investment decisions, request a free true search projection today.

Seamless Search. Search seen differently.

This post was originally published on Seamless Search’s Blog

Incubeta Launches Seamless Search

Read Time: 2 mins 30 seconds

Last week, for the first time ever, we showcased our award-winning technology, Seamless Search.

This brand new software, is the first search management platform of its kind, enabling marketers to manage paid and organic search holistically.

Paid search advertising expenditure currently accounts for 41% of total digital media spend globally, yet the relationship between organic and paid search is complex. Until now, there has never been a way to see the true value of search.

Seamless Search allows advertisers to identify their true organic coverage, thereby reducing the risk of unnecessary bid spend and allowing them to answer questions such as:

  • Should I pay to bid for keywords I already have a high organic coverage for?
  • How much does my current paid strategy cannibalize my organic strategy?
  • Should I pay for my brand and brand generic terms?
  • What paid position should I take based on my current organic coverage?

So, how does it work?

Using machine learning, Seamless Search assesses thousands of internal and external factors that impact the correlation between paid and organic search, determining the true value of each channel.

Post-assessment, the platform generates a clear report, outlining the actual contribution of paid and organic search to your business performance metrics (such as sales).  Seamless Search also has its own bid automation engine, enabling advertisers to make paid search bid adjustments based on current true search performance.

Having a sound understanding of true search performance drives game-changing results and on average our clients see a 25% revenue uplift at an average increase in efficiency of 20%.

How is it different?

As our Director of Strategy, Damien Bennett comments: “There are many great search tools that look at paid and organic search in isolation, however, there are very few that are able to help advertisers manage across both search channels.  Seamless Search will help advertisers get the most from their overall search marketing by giving them confidence in how the two channels impact on one another.”Most search marketers are forced to adopt an approach where their paid and organic search channels are managed separately, meaning optimization decisions aren’t considering the true value of each channel, and investment decisions are therefore sub-optimal.

Our Head of Product Development, Fred Maude discussed how Incubeta saw “that there was an opportunity to use machine learning to help search marketers fully understand how their organic coverage affects paid performance and vice versa”.

Incubeta’s Seamless Search will allow advertisers to manage their search activity holistically, enabling them to optimize their paid search activity based on the channel’s true value.

For more information, visit: seamlesspro.io

5 Advanced Tips for Amazon Ads

As Fall begins, thoughts have begun to turn towards the holidays and the inevitable influx of consumer spending that accompanies it. However, due to current social restrictions and the drastic changes in consumer behavior, this Q4 will prove to be unlike anything we have experienced before.

As lockdown brought shopping online and restrictions remain in place, consumers are preferring to make their purchases from the comfort of their own home; and this change in consumer behavior will only accelerate in the coming months.

With over 60% of US customers starting their product search on Amazon, there is a huge opportunity for retailers and brands to prosper as part of the shift to online spending.

What will make this year even more exciting for Amazon is the development and maturation of their advertising platform. During Q4 last year, Amazon Ads saw a growth of 39% YoY, which has continued to accelerate throughout 2020; revenue is predicted to reach at least $64 billion this Q4. With Amazon Advertising an increasingly popular channel, the competition between brands is on the rise, so a well thought out and concise strategy is necessary to succeed.

To help our clients make the most of Amazon in the run-up to the holidays, NMPi by Incubeta has developed a tool to monitor product performance in the SERP so that you’re fully prepared for the holiday season. Learn more about what our tool can do – and five advanced tips for Amazon in Q4 – below.


Check Out Your Competition

Where a consumer doesn’t have any brand loyalty, they will head straight to Amazon to explore the platform’s vast and diverse product selection.

The first row on the results page is especially lucrative, as over a third of Amazon customers click on these products. Getting your advertising strategy in shape should, therefore, be a huge priority. However, you’ll be appearing alongside a whole page of competing products, so it’s essential to keep an eye on your competitors and consider their strategy along with your own:

  • How do your products compare to the competition?
  • Where do you rank on the results page?
  • Is your product well-reviewed?
  • Are you price competitive?

These questions will help you identify where you are (and aren’t) competitive; ensuring you’re not wasting ad spend on keywords where you’re unable to compete.

Our Amazon Market Monitor keeps an overview of the competition.

Push Price & Review Competitive Products

Now that you’re aware of your direct competition, Amazon Market Monitor identifies what products you should be advertising. There’s little, if any, point driving traffic to a poorly reviewed product as this will only lead to wasted ad spend and a poor conversion rate.

Over 96% of Amazon consumers said price is the most important factor in their purchasing decisions, with reviews being a close second. The products to focus on, then, should either have better reviews (number and rating) than your competitors or be more price competitive.

Regardless of how much you love your products, it’s important to prioritize customer interaction rather than branding. This is particularly important on Amazon, where brand has even less influence.

As we move into Q4, and closer to Christmas, it’s important to consider consumer behavior and increased intent to purchase. You should be focusing your strategy on high potential products, deals, and top performers. Using our Market Monitor we can easily deduce where our products will perform well with advertising and where it’s not worth our time and spend.

Identify Keyword Gaps

Deciding what products to advertise is only half the battle; it’s important that you also have an effective target keyword strategy in place to complement your chosen products. The majority of advertisers will often focus their attention on high volume search terms, competing for those top-end customers. However, it’s important to remember that there are just as many customers searching for longer tailed, lower volume keywords that are still relevant to your product.

Researching product keywords to target leads to a higher (and cheaper) click conversion rates, allowing you to bypass competitors while they fight over top volume keywords. With an effective balance of aggressive advertising on lower volume keywords and a more conservative approach to higher volume keywords, additional revenue can be generated at an efficient ACoS.

We can identify keyword gaps where there is little or poorer quality competition to expand advertising into.

Maintain Top Positions On Key Search Terms

Now that you have an efficient targeting strategy in place and have identified your keywords, it’s crucial to maintain your dominant position on the SERP. As previously mentioned, over a third of customers click through the first row of products on the search results page. As these are mostly made up of sponsored ads, a competitor can easily increase their bid and knock you down the page; stealing all your valued customers in the process. By regularly monitoring your campaigns, product performance, and search results, you can identify when your product gets pushed back by competitors and act accordingly.

We are able to automate this process and implement position metrics into performance data and reports, therefore making position tracking far easier and efficient.

Maximize Share Of Voice Across Keywords

Brands should consider advertising multiple products across their keyword targets to raise brand awareness and improve performance across their portfolio as a whole. The more space you take up, the more noticeable you are, and the Amazon SERP is no different. By maximizing your share of voice through the number of your products that appear on the SERP you can increase your presence, expand brand awareness, and capture more customers.

Maximizing your share of voice across keywords is an effective strategy to use in Amazon advertising. With sponsored ads being placed at the top, middle, and bottom of the search results page, you can bid on any of your products, and ensure that your brand is in front of the consumer at any given time. This gives the user less chance to click through a competitor’s ad meaning they are more likely to purchase yours.

Once again, we have utilized our Market Monitor tool to calculate this new, competitive metric and implement this into our performance data and reports.

Moving into Q4, it’s important that advertisers are familiar with Amazon Ads and recognize the increasingly high levels of competition associated with the platform. With sponsored results appearing in nearly every search, the platform is expanding and business growth can be driven to new levels. With the help of our Market Monitor, we can level out our Amazon Ads activity, and in turn, sidestep the competition and boost sales.

This blog was originally posted on Incubeta’s website. 

Incubeta Welcomes John Cawdery as US CEO

We’re excited to share that our parent company, Incubeta, has announced the appointment of John Cawdery as the new US CEO, based out of our New York office.

John joins the group from Google, where he was the Manager of Google Measurement Platform – Channel Strategy and Solutions. Having joined the company in 2008, John built, led, and launched Google’s enterprise analytics business and reseller channel in EMEA. He then moved to New York in 2016 to run Google’s GMP partner network in the Americas and has worked across Google’s digital advertising, measurement, and data products and teams. In his most recent position, John was responsible for designing and implementing Google’s global partnership strategy. These initiatives helped to address and overcome some of the toughest business challenges facing the measurement and ad tech industry.

In his new role, John will unify the marketing solutions of NMPi and our sister brands, DQ&A and Joystick, to progress the digital marketing maturity of US brands seamlessly across media, technology, and creative. He will also build on our strong existing global relationship with Google and will have a focus on launching the Incubeta DQ&A proposition in the US. DQ&A was named a Global Sales Partner of the Google Marketing Platform earlier this year.

John, reflecting on his new position, says: “I’m thrilled to be joining Incubeta and taking up the mantle of US CEO. As an independent digital marketing services group, Incubeta has a unique proposition in the market in the way it seamlessly connects media, technology, and creative through the union of NMPi, DQ&A, and Joystick. The company has some aggressive growth plans and with the launch of new products and services in the pipeline, I’m very much looking forward to being part of this success story.”

Luke Judge, CEO of Incubeta UK and US Group, comments: “I’m delighted to welcome John onto the Incubeta US leadership team as our US CEO, and I’ve no doubt he will be an outstanding addition to the brilliant people we already have across NMPi, DQ&A, and Joystick in the US. In the current difficult trading conditions, brands are needing to work harder and smarter to maximize their results. Strengthening Incubeta’s leadership in the US will put us in a stronger position to help our existing and future US clients be even more effective and competitive in the complex digital marketing landscape.”

The CEO of DQ&A, Michael Ossendrijver, adds: “John brings with him more than 12 years of experience from Google, which will help Incubeta significantly as we plan and execute our growth strategy in the US market, and maximize on our global partnership with Google. His extensive knowledge of Google Marketing Platform coupled with a background in Enterprise Sales will be invaluable as the company works on launching a suite of SAAS solutions built on Google Cloud and Marketing Platform infrastructure, to help marketers mature their digital marketing campaigns.”

Sara Francis, CEO of Joystick, shares: “We’re excited to have John at the helm in the US. From his deep digital marketing experience to his insider knowledge of Google’s technology, John brings with him the ideal qualities to spearhead Incubeta and strengthen our combined offering to clients.”

We’re thrilled to welcome John to the Incubeta team and we look forward to our continued growth and development in the US and beyond!

Incubeta Invites You to the Unveiling of Seamless Search

September is upon us and with it brings an exciting new arrival. We are thrilled to announce the newest addition to the Incubeta family: Seamless Search.

Seamless Search TechnologyBe one of the first to get an exclusive look at this award-winning technology at our virtual unveiling on September 22nd.

This is the first time we’ll be showcasing the Seamless Search platform to the wider public; showing you first-hand how our one-of-a-kind software can enhance and improve your search strategy. Let Incubeta show you the true value of your paid and organic search and how to use this data to achieve the best results for your business. Register today for our launch event and experience firsthand the true power of Seamless Search.

To learn more about our Seamless Search Software, check out our new Seamless website, seamlesspro.io.

NMPignite: The Future of Performance

Read Time: 4 mins 30 secs

In our first all-virtual seminar, The Future of Performance, we explored some of the most exciting opportunities and advancements that our Performance Marketing Team has been working on throughout 2020. 

In today’s climate, finding ways to mitigate risk is crucial for business success. As digital marketing specialists, we’ve been focused on how brands can effectively market themselves in times of crisis and stay ahead in a rapidly changing landscape.

We at NMPi by Incubeta strongly believe in the value of performance models and have continued to push the boundaries of what is possible. True performance marketing, in particular, has never been more relevant, being such a risk-averse model. Our all-virtual seminar covered the advancements that we’ve made in this model – including Feeds, Creative, and Amazon – and how they can support you as you power up your Q4 strategies.

Feed Management

Online commerce has become a real lifeline for retailers and this is only set to increase over time. If you’re a retailer especially, your performance is directly influenced by the quality of your feed. According to ChannelAdvisor, 42% of consumers will be shopping more digitally in the future: more shoppers means more brands wanting to meet demand, which means that your online marketing needs to be airtight.

Feeds and Feed Management have been a core part of our approach to all kinds of advertising, and our internal experts have covered the topic in-depth in pieces like “Taking Feed Management to the Next Level”. In short, however, the most important areas to focus on are ensuring consistency, improving the quality, and applying regular governance. If you’re looking to take your feeds to the next level, you can even begin to incorporate third party data such as weather, social triggers, and even sports schedules.

Find out more about our feed management offering in Shalaka’s slides.

Amazon

Consumers are increasingly turning to Amazon for their online shopping needs and it’s easy to see why. The channel offers an ease of service, shipping, consistency and an overall great experience for the user. Compared to Google, the intent to buy is much much higher here; even if the user is only doing product research. Considering its relationship with the consumer, it’s no wonder that we see it as the Missing Piece of the Consumer Journey.

For retailers, the advertising offering has strong performance and ROI, a huge audience to take advantage of, and an active user base. As we ramp up to Q4 and the Christmas shopping period, then, it’s time to start putting your strategy into place. Our data highlights that 30% of users on Amazon plan to make their Christmas gift purchases in November, while 50% of consumers of still undecided about presents after Black Friday, so the majority of sales are made in early December. To make the most of this channel, we recommend that you start showcasing your brand before Black Friday, and keep the momentum going all the way until the end of the year.

You can read through Pete’s slides on our Slideshare.

Creative

Unlike most performance channels, optimizing to clicks isn’t an effective strategy for display. Expecting someone to see a display banner and click straight through to store to make a purchase when they’re in the middle of reading the news is like expecting someone to make a direct action after seeing an OOH ad. However, this doesn’t mean that display doesn’t contribute to performance.

To make display a truly successful performance channel, we have to shift our focus to being creative first. It’s the message that drives action, not the media selection. This lets you turn your optimization approach away from clicks and towards engagement, and helps to unlock the power of smart media buying. Finally, it gives you the opportunity to really demonstrate your broader value to your business and marketing strategies. How do you get your strategy right? It’s actually pretty simple: just remember that if you want something from a customer, you have to offer them something in return.

Anna goes into more detail about creative and display as a performance channel in her slides which can be found here.

Social

The value of paid social is hopefully fairly apparent, and it’s something we’ve discussed at length before (for example, in 5 Essential Steps for Maximizing Facebook and Instagram Advertising). With 3.96 billion active monthly users, both your new and existing customers can be found on social, and lockdown has formed new, permanent habits with the way we use these channels.

Paid Social is often not considered to be a true performance channel, instead, there is a misconception that it is a branding-led channel. Since the wider social media user isn’t as in market as your average Amazon user, there is a belief that you can’t run performance-driven campaigns. While some platforms like TikTok are very much branding focused, Facebook and Instagram, in particular, are great performance channels to make the most of as you head into Q4.

To find out more about how you can use Paid Social in Q4, check out Jack’s slides on our Slideshare. 

Supporting your Strategies

We have a wide range of audits and workshops available to support your Q4 strategies and performance campaigns over the coming months. If you’d like to find out more, please get in touch with our team at [email protected].

Taking Feed Management to the Next Level

At times of crisis, marketing often feels the flack. It’s one of the first budgets to be cut and one of the most visible faces of a brand: get the communications wrong and the world will notice. At the same time, it’s also a function that, delivered efficiently and effectively, helps businesses bounce back in better times. A recent article I wrote for MartechSeries examined just how advertisers can prepare now to build business resilience in the future.

It’s vital that marketers take steps today to ensure that they remain relevant tomorrow and there is one tool in a marketer’s arsenal that is all-too-often overlooked that can help them do just this. Feed management.

Getting the Digital Basics Right

It’s not the most glamorous of strategies but feed management is one of the most effective and deserves to be far higher up the value chain – if employed rightly. If feeds are something that a brand has ignored or let slide down the priorities list, then it is essential to get it back up and running as soon as possible. It’s vital that we get the digital basics right, particularly as consumers are migrating online at a faster pace than ever.

Post-COVID, it’s likely that this pace will slow, but new consumer behaviors are being consolidated: we’re all e-buyers now, and online accounts for one in every three dollars spent. As for those two other dollars, often the path to purchase will have started on a phone, laptop, or tablet.

Your data feed should be the foundation of all campaigns and automation, so this is where you should start.

At its simplest, feed management is the building and optimization of data to drive automated ads in the relevant channels and ad formats. The key ad formats that use feeds are Google Shopping, Dynamic Social, and Dynamic Display, although realistically it is anything where you want to advertise on an individual item. This can be taken further by ensuring ads are always accurate, relevant, and targeting the right audience irrespective of the channel or ad format.

Quick and Easy Wins

There are some easy wins to make your feed management more successful. One problem we often find is that disconnects between the teams managing the feed and the media make for miscommunication and, often, the spending of more money. Cutting out the layers of administration also allows brands to move to a more sophisticated set-up more quickly. Data maturity pyramids allow marketers to make more of the information that they have, particularly the increasingly valuable first-party data available, while creating a feedback loop of performance data into your feeds can enable you to make decisions at scale across channels, and the benefits will be iterative.

Once these strategies are set in stone, brands have the chance to do even more with their feed management. Third-party data can be onboarded to automatically change bids, budgets, and ads, for instance. Think weather, pollen, fantasy football ratings, sports fixtures (now they’re back up and running), or social triggers – the list is endless.

These, and other suggestions which I outlined in the article ‘An unattractive marketing strategy that matters the most during the pandemic, are simple, business-building measures that can be made with relatively little effort or budget. Times might be tight, but there is so much that businesses can be and do.

Making Sense of Cofunded Marketing

Co-operative marketing is nothing new: manufacturers and retailers agreeing to share the cost of an ad to either increase exposure to the manufacturer’s product or to run extra promotions. Whenever Apple promotes the latest iPhone with a TV ad referencing a phone network, or Samsung highlights the stores that stock their products, or when Vans launched their Harry Potter shoe collection; these are all examples of co-operative marketing in action.

Beyond offline channels, we should also note that you can run co-operative campaigns through digital channels. Here, you get all the benefits of co-operative marketing as well as the additional advantages of easily tracking and adjusting campaigns based on performance, and giving both parties a clear view of the return on investment. In the challenging economic climate we find ourselves in, co-operative marketing offers a great opportunity to retailers with tight budgets to source additional budget from elsewhere.

Amazon is the biggest example here, with a well-established model of cofunded activity. Manufacturers are able to promote their products directly within the Amazon ecosystem and directly track product views and sales associated with the marketing spend. With a 40% YoY increase in spend of Amazon advertising in 2019, brands are clearly seeing success with this model and so it’s no wonder that Google and Facebook are making a play for this portion of marketing budgets.

In this piece, we’ll be exploring the offerings for both Google and Facebook to highlight how cofunded marketing can benefit both retailers and brands.

Google: Shopping Campaigns with Partners

Google’s offering is “Shopping Campaigns with Partners”: a Shopping campaign that has a “cost-share” element between brands and retailers. There are benefits to both parties with this set-up, as it gives brands visibility over sales through the campaigns and retailers gain additional spend to drive more traffic and sales through their website.

Brands and retailers agree on the cost-share in advance, as well as the specific product SKUs to promote. The retailer’s Google Merchant Center is linked to the brand’s Manufacturer Center, and each side sets up the relevant campaign structure according to the agreement. Once the campaign is live, the retailer is able to see information like orders and revenue as standard, alongside their own cost input into the campaign. On the brand side, they can see traffic and sales data for each individual product within the campaign.

We should note that when either side runs out of spend, the campaign will stop serving the ads. So in terms of your budgeting, you should be sure to consider the appropriate pacing ahead of time.

Google recommends assigning all of the brand SKUs within the cofounded campaigns a “high” priority setting to maximize their visibility in the Shopping search results. This will also help to avoid competition from existing Google Shopping campaigns for the same products.

Facebook: Collaborative Ads

Facebook’s equivalent ad format is called Collaborative Ads, which doesn’t have the “cost-share” element involved in the campaign set-up. Instead, the retailer shares a segment of their Facebook catalog with the brand’s Business Manager, which can then be used to create ads that direct to the retailer’s site. Similarly to Google’s approach, sharing this segment gives the brand visibility of the sales and return driven through these campaigns to the retailer.

If you’re looking to set up collaborative ads, be aware that brands have full control over the ads they are running in this format. Retailers will need to make sure that they have an input into the way these are set up, in order to maintain consistency with their tone of voice or so that they feature any key callouts.

With the cofunded offerings from Google, Facebook, and Amazon, retailers can more easily partner with the brands that they sell through; opening up huge opportunities for retailers and manufacturers alike. With the current complexities in overall trading conditions, it gives a welcome break for retailers who are looking to source external budgets, and a place for manufacturers to push their budgets to see a clear return. We expect the take up of these opportunities to significantly increase over the next year, so ensure you reach out to Google and Facebook soon to avoid being left behind.

Efficiency in PPC: Automating Optimization

Whether you’re a small business owner managing your paid search campaigns yourself, or have a marketing team running them for you, we know that managing PPC campaigns can take up a significant amount of time and resources. That’s why we’ve used our expertise in running effective and efficient campaigns to put together our top tips into a 3-part series to save time on managing your activity. In our final piece, we discuss some ways you can automate your optimization.


PPC campaigns need almost constant management, and it has become increasingly difficult to keep up with all the tasks within an account. One of these crucial tasks is optimization: you want to make sure your campaign is performing as well as it possibly can. With so many things to stay on top of, claiming time back through automation is a great strategy for any marketer. In this piece, we’re going to look at two main ways to introduce automation into your optimization: bid strategies and scripts.

Bid Strategies

Manual or automated? It’s a dilemma that you constantly face when determining your bidding strategy. On the one hand, manual bidding allows you to take control of your account and optimize your campaigns on a granular level; setting maximum cost per click (CPC) at both ad group and keyword level. Automated bidding strategies, however, give managerial control over to algorithms, which use auction time bidding to select the most optimal bids to achieve your campaign objectives. A variety of bidding strategies is available depending on the desirable goal: whether that’s maximizing clicks or maximizing conversions, ROAS etc.

The main aim of these bid strategies is to help campaigns reach their maximum potential in a cost- and time-effective way. Automation gives marketers the freedom to manage large accounts and redirect brainpower elsewhere within the campaigns, such as in growth opportunities and strategies. Machine learning fully takes over campaign management with low levels of transparency, so marketers should still keep tabs on their account’s daily performance. Some settings may not be optimal for every campaign or might be more aggressive than desired, so ensure you monitor the implemented rules to determine their effectiveness.

Portfolio strategies are a way to further simplify the daily life of a marketer. This is a goal-driven strategy that groups together numerous campaigns, ad groups, and keywords. This ensures that the aggregate performance across the group of campaigns is maximized, without granularly associating bid strategies to every single campaign.

Remember, bid strategies need to be closely monitored compared to their initial set up and performance, to guarantee the desired outcomes. These will save time and resources in the long run, with an all in all stable campaign performance and fulfilled objectives.

Scripts

Scripts are pieces of Javascript code that are ready for you to copy-paste into your account; no existing coding knowledge required. They are designed to carry out commands in Google Ads, by creating, editing, or removing items from your account and can also liaise with external platforms, such as Google Sheets, to facilitate reporting. Scripts automate internal functions, providing you with more time to focus your energy on strategic or creative decision-making.

Some of the most used scripts are negative keyword conflict, time of day script, 404 landing page checker with hundreds more available and easily accessible; and can run 24/7, every day of the year and at both an individual level and a cross-account level. In leaving these mundane and repetitive tasks to scripts, you’re increasing efficiencies across your campaigns. Take a 404 landing page checker script, which checks landing pages in each PPC ad available in an account. Ordinarily, this could take hours to finalize, or else you end up paying for clicks to broken URLs or seeing your conversions tank, but a script can scan all of your links and report back.

As with every automation, it is vital to remember that human judgment and experience cannot be simply replaced. It is up to you to monitor account changes and performance trends, as there is always a need for human input in order to review and maintain seamless processes.

NMPi Wins at the Drum Digital Advertising Awards US

We’re thrilled to share that the NMPi team has won the award for Most Effective Use of Data at this year’s Drum Digital Advertising Awards US! It’s an honor to have our work with Marks & Spencer International recognized in such a competitive category.

We worked with M&S to help them break down their budget allocations across international markets in a more nuanced way, increasing revenue and surpassing goals. The team developed a custom, cloud-based platform to process countless data points for each market to give unique scores based on complexity and potential.

“M&S International are thrilled to see how effective the team at NMPi are at evolving parts of our international strategy to spot opportunities and present a more data driven approach. The exciting part is that we can revisit the methodology to ensure we are continually evolving and staying ahead of the curve”- Matthew Johnston, Senior Digital Marketing Manager, International Ecomm

We’re incredibly proud of the team for all of their hard work, and we’re hoping to share more good news in the coming months!