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Track Digital Advertising Impact on Offline Conversions

ANNIE WISSNER — Thu, 24 Oct 2024 09:54:48 +0000

How do marketers know if their digital campaigns are creating conversions and if customers are going offline when making purchases? This has long been the situation that caused sales teams and marketers to silo their efforts and track hard conversions and soft conversions separately, despite working towards the same goal.

Depending on your business’s goals, conversion points can look very different for consumers, but that doesn’t mean digital campaigns don’t affect offline conversions. If we know a customer interacted with the campaign online, we can start to determine how that influenced their next steps with offline attribution.

Marketers need to have proof that advertising campaigns result in sales. For e-commerce advertisers, attribution is a more straightforward process. Tracking pixels monitor consumer behavior on websites and can tell which customers saw your ads before purchasing. For advertisers in verticals where purchases predominantly occur offline, online to offline attribution is more complicated.

What is Paid Search Advertising?

While there are other search engines, Google dominates the marketing world with Google Ads (formerly known as Google AdWords). And it makes sense since most users go to Google to, you know, Google something.

Paid search advertising (also known as sponsored ads, search marketing, search engine marketing, pay-per-click marketing, and cost-per-click marketing) is a technique that displays ads in search engine results pages (SERPs) whenever someone searches for relevant keywords. This way, the audience that sees your ad is perfectly matched for each result. Since paid search ads are based on the explicit needs of the users rather than on implicit information and behaviors, search ads target lower funnel audiences and can increase click and conversion rates.

Search ads are one of the most common forms of PPC (pay-per-click) advertising. While most search ads are only text, there’s a wide variety of sponsored search ads within maps, product listings, and featured snippets. All of these ad formats appear either at the top or on the side of your search results and are usually placed based on the ads’ keywords and how relevant they are to the results of a specific search query, the quality of ads, and the advertiser’s Ad Rank. Search ads can be very competitive, and the cost of these ads will vary depending on your competition. In many industries, you can expect to spend anywhere from 70 cents to five dollars per click (up to $90 for the most expensive keywords).

What is Offline Attribution?

At its core, offline attribution links online marketing activities—such as display ads, social media, and search campaigns—to offline actions, like in-store purchases, phone calls, or appointments. Marketers can get a comprehensive view of how their online campaigns drive real-world results by leveraging data from various sources, such as mobile location data, CRM systems, and point-of-sale (POS) systems.

Offline Attribution Defined:

The analytical practice of determining which digital marketing tactics, such as channels, campaigns, or creative, precede and contribute to offline business sales or conversions.

In this downloadable guide, you’ll learn the benefits of offline attribution, including bridging the gap between digital and physical, measuring in real-time with the highest-quality data, and stretching your investment.

Download Now

Why Does Offline Attribution Matter?

As a marketer, how do you know which of your efforts really convinced the customer to buy? In digital marketing, it’s easy to track online actions like clicks and form submissions, but many businesses still rely on offline conversions, like purchases made in a physical store.

Not all leads eventually purchase, and even for the ones that do, there could be several months between the time the lead is captured and when they actually decide to buy. With an offline attribution model, marketing and sales teams look at the same picture of the customer, from new website visitors to known leads to paying customers. Offline attribution allows marketers to view a customer’s journey at every touchpoint from start to finish.

Here’s why offline attribution is critical:

Holistic Customer Journey: Offline attribution provides a complete view of the customer journey, from digital touchpoints to in-store purchases. A McKinsey report underscores how modern marketing analytics must now integrate online and offline data to truly optimize for sales performance.
Optimized Marketing Spend: By identifying which campaigns are driving offline actions, marketers can better allocate budgets. According to Marketing Week, understanding offline attribution helps avoid short-termism and under-investment, allowing for more effective, long-term marketing strategies.
Better Decision-Making: Offline attribution provides valuable data for making informed decisions on where to invest in marketing. As noted by Ruler Analytics, aligning your digital marketing efforts with offline revenue outcomes allows for optimized campaign performance.

How Does Offline Attribution Work?

Offline attribution connects digital and traditional marketing efforts to offline outcomes. By breaking down the silos and viewing every step of the customer journey, marketers can start to quantify an ROI for marketing campaigns beyond the highly trackable online world.

Offline attribution models require the ability to compile and connect massive amounts of data from several different sources. By leveraging many pieces of technology, offline attribution platforms tie together complex online attribution models with trackable offline events. These platforms can achieve high levels of visibility by uniting offline data sets – like CRMs or IP addresses – to apply the same identifiers used to track online conversions to the eventual offline purchases that occur. This marriage of data is key to determining which of your online conversions eventually led to revenue for the business.

Offline attribution is a metric that aims to measure the effect of data-driven marketing campaigns across any channel (digital-online, mobile, DOOH, connected TV) in driving foot traffic to offline brick-and-mortar locations.

Offline attribution works by capturing and integrating data from multiple sources. Here’s a breakdown of how it operates:

Tracking Digital Activity: Campaign data from platforms like Google Ads or social media is collected, tracking user interactions such as impressions and clicks.
Capturing Offline Data: Data from POS systems or mobile location tracking is gathered, allowing you to see if a customer who viewed an ad eventually visited your store or completed a purchase.

Attribution: Advanced attribution models tie online interactions to offline actions, helping you understand which specific ads led to conversions. As mentioned by Invoca, tools like call tracking software can bridge the gap between online leads and offline sales by recording phone conversations and analyzing data for improved attribution.

Benefits of Offline Attribution

Understanding the Full Customer Journey: Offline attribution allows marketers to track customers from their first digital interaction to the final offline purchase, providing a more comprehensive understanding of the customer experience.
More Effective Budgeting: Knowing which campaigns drive real-world results allows for better budget allocation. A report by McKinsey highlights how companies using advanced attribution models have gained up to 21% in sales after reallocating marketing spend based on customer journey insights.
Increased ROI Measurement: With offline attribution, you can calculate the true ROI of your marketing campaigns by directly linking digital ad impressions to offline conversions rather than just relying on clicks or views.
Cross-Channel Synergy: Understanding how different channels, from CTV to display ads, work together to drive offline conversions helps create more cohesive and effective marketing strategies.

Real-World Applications

Industries such as automotive, retail, and healthcare increasingly turn to offline attribution to understand how digital ads affect in-person visits. For instance, an automotive dealership could use offline attribution to track how a digital campaign increased showroom visits, while a retail store might monitor how many customers visited after interacting with a social media ad.

The Bottom Line

Offline attribution is essential for connecting the dots between your online efforts and real-world outcomes. By utilizing data from multiple touchpoints and sources, marketers can finally see the bigger picture and optimize their campaigns for real-world success. Incorporating tools like call tracking, CRM integration, and mobile location data helps marketers get a more accurate measure of campaign performance and make better investment decisions.

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What is: Retargeting

Choozle — Tue, 12 Apr 2022 11:26:01 +0000

Before a consumer makes a purchase, they are exposed to roughly six to eight marketing touchpoints before they make a decision.

The major problem is that most visitors will never come back to your website to complete the sale. So how do you follow up and make the six to eight contacts required to build trust and earn attention throughout the marketing funnel? The solution is digital ad retargeting.

What is Retargeting? Ad retargeting, also known as remarketing, is a bottom of funnel campaign tactic in which you target an audience of users who have recently engaged with your website, content, or social media and have not converted for a sale yet.

Retargeting is a digital marketing strategy that uses data captured from several sources, including first-party data and the Choozle Smart Container Tag, to show your ads to users who have previously demonstrated interest in your product.

When a visitor reaches your website, if the Choozle Smart Container Tag is set up correctly, it will trigger and start to record the user’s actions on your site. This will allow you to earmark and target these people with customized ads wherever they go online. Remember, with data privacy changes, part of the General Data Protection Regulations (GDPR), you’ll need to ask permission from your visitors to place cookies or collect data via pixels.

You can also capture users who have clicked on your campaign’s creative assets and retarget them with new creative assets related to what they have seen before or even the same ad they’ve already engaged with. Make sure your ads have a strong call-to-action to understand what content they are engaging with most.

Context in the marketing funnel

No matter which retargeting audience you choose, reaching users in the lower stages of the marketing funnel will allow you to show your ads to people who have already indicated that they’re interested in your brand. During the conversion stage, you are engaging with customers who have the information they need to make a purchase, all they need is the right offer. This is the stage where the content of your messages and the frequency of your ads can shift to a conversion strategy. A retargeting campaign can help deliver your best offer to the right audience, in the right place, at the right time.

Consider a marketing campaign with the goal of converting for a high-value sale with a longer marketing cycle. Retargeting is a strategy you can use to focus on creating conversions as a part of your later strategy driving users through the sales funnel.

For example, a car dealership leveraged retargeting to reach users who built and priced a car on the website to drive them further down the purchase funnel. Their retargeting campaign allowed them to reach users who had converted on other incremental goals like locating a dealer or requesting a quote. Additionally, the dealership used recency and frequency optimization tools in order to adjust impressions and bids based on how recently the user had engaged in the desired actions to effectively target their most interested customers.

While retargeting is very effective for the later stages of the marketing funnel, your overall results will rely on the success of your awareness/top-of-funnel campaigns. These brand building and educational efforts will supply your retargeting campaigns with an engaged group of people to continue pursuing with your best offers.

When you create a full-funnel marketing campaign that supplies your later stages with highly engaged audiences who have already interacted with your ads, you are able to launch a highly targeted campaign with no additional cost using your first-party data. Refer to our CPM cheat sheet to help guide your bidding throughout your campaigns.

Types of Retargeting Strategies

Site Retargeting
Site retargeting is what most people think of when they think of retargeting campaigns. Leveraging the first-party data you’ve collected through your website using the Choozle Smart Container Tag, you are able to create audiences of recent visitors on your website. This will help you stay in front of an engaged audience who has already viewed some of your content.

Search Retargeting
Search retargeting is a tactic that utilizes search engine data and the browsing history of users to allow you to advertise to an in-market audience based on what they are searching for. With specialized data partners, including Cross Pixel and Datonics, we are able to create segments based on search behavior which will power retargeting campaigns for in-market groups.

CTV/Cross-channel Retargeting
Leveraging targeting data from connected TV, desktop, and mobile campaigns, you are able to market to your ideal audience across all of their devices. By layering retargeting tactics with previously engaged audiences, you are able to stay in front of shoppers after they visited their website or see your ads. Read a case study showing how a brand drove a 1.64x RoAS with their retargeting strategies.

Creative Asset Retargeting
Creative asset retargeting will allow you to target users who have engaged with one of your ads within the past 60 days. This is a great audience to target with additional ads to supplement the content they’ve already engaged. For example, showing clickable display ads to a group of users after they’ve seen your CTV ad compliments branding with a click-to path for conversion. Contact your Account Coordinator to set up CTV attribution.

Social Retargeting
Coordinate and maximize your marketing effort across social channels to continue reaching your audience both on the open web and closed social platforms. Social retargeting can be an incredibly effective way to capture more sales and build relationships with shoppers after they’ve left the site.

Conversion Retargeting
For businesses with longer sales cycles and higher value conversions, targeting consumers who have converted on lower funnel activities will ensure you are marketing to users who are already aware of your brand and are ready to make a purchase.

Retargeting Audiences for Exclusion
Retargeting can also be used to ensure you are only reaching brand new customers across the marketing funnel. Utilizing the same retargeting group you are able to create a blocklist for campaigns so you can focus your brand message towards brand new customers before driving them down the marketing funnel.

Retargeting can help you stay in contact with your most engaged audiences. When you are marketing to drive conversions, speaking directly to the people who have already demonstrated interest in your product or website will help you create customized campaigns that are tailored to those users and only visible to them.

The post What is: Retargeting appeared first on choozle.

Full-funnel marketing series: Consideration

Katie Harker — Tue, 29 Mar 2022 09:31:36 +0000

When someone makes a purchase, it is never without influence and very rarely after the first exposure to a brand. Catering your messages and tactics to align and guide your potential customers through the decision-making funnel will yield long-term results, as each stage demands its own tactics and goals to ensure it fuels user action.

The 411 of the Consideration Stage

The middle of the funnel, also known as MOFU, is where potential buyers have realized the need they have and are now exploring solutions to address it. The best way to earn business in this stage, and continue driving consumers onto final action, is by providing content that aids their decision-making process and provides clear next steps.

Use this time of discovery as an opportunity to earn your customer’s trust and to establish proof of your solution’s success. The content you show your customers in this stage should be informative and educational before becoming a sales pitch. Think about the questions your potential customers are asking themselves in this moment and focus on answering those.

And remember, this stage is not where sales are made. This stage is about identifying the hand-raisers—the users actively seeking out information and reviews on your products or services—so that we can deliver them relevant content that will ultimately encourage them to act.

Tactics to Consider(ation)

Choozle, as a platform and a partner, offers several tools that target customers in the consideration stage. Creative media like videos and rich media display ads do a great job to capture attention among the quick-scrolling audiences and can speak directly to your unique solution through a story-telling format. Contextual targeting and native advertising on websites and emails work well to capture user attention when they are actively browsing content related to your offering. And tools like paid search and social media ads work well to provide more upstream information to people currently searching for a solution.

Are consideration efforts a success?

As you begin to show the value of your consideration campaigns, consider the entirety of the marketing funnel when outlining goals, and map out what events and actions are meaningful at each stage while assigning KPIs to align with those actions. In the consideration stage, we need to understand what activities users should be completing before they are ready to take a final action—and understand what behaviors indicate they’re actively engaged.

Before customers go on to make a decision, they should be satisfied with the amount of information they have access to. This is why it’s important to look at metrics and goals connected to the considerations stage to be an indicator of your success.

Channel data like search volume and clicks are critical for marketers to understand what messaging and/or audience targeting layer is piquing user interests to get them from an outside source to your website. Using search engine marketing, we can understand through search behavior where users are in their journey—are they searching for non-branded information? Searches like “near me” or “best” indicate they’re early into their information gathering, trying to source and consider their options before a decision is made. With channels like programmatic or social, we aim to see what targeting tactics and messaging are driving clicks and interest, but are not yet converting users.
Website engagement like overall traffic, session duration, pages per session, and event tracking gives us an indication of which users are most engaged on-site. Through UTM tracking, we can understand which channel sources, tactics, and targeting types are driving the most qualified people to your site’s content. UTMs are also critical to be able to look at behavior flow (where are users dropping off the site or what pages are they going to next), channel path (what touchpoints play the largest role in driving conversions), and assisted conversions (what interactions are involved prior to the last-click conversion).

The previous blog in our series is focused on tactics and strategies that serve audiences starting in the awareness stage. Read part one of the full-funnel marketing series here.

Using your data to track goals is the best way to show success throughout all of the stages in the marketing funnel and set yourself up for success in the next. By viewing your results live and with custom visualizations in the Detailed Reports section, you can start to spot trends and build campaigns focused on what works best for you.

The consideration stage is vital to building a valuable and educated audience for the conversion stage of the marketing funnel. Once your audience understands how your product or service acts as a solution for the problem they are researching they will be much more receptive to any other information or offers that will make it easier for them to make a purchase.

Need more insight on how to create valuable interaction through your awareness campaigns? Watch our webinar focused on boosting your marketing ROI with a full-funnel strategy.

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Guide to enhancing user experience with attribution modeling

Choozle — Tue, 25 Jan 2022 07:35:14 +0000

A positive user experience is vital to your business’ success. Improving user experience (UX) means that users are likely to spend more time on your website and are then more likely to use your product. They may also be more inclined to recommend your product to friends or colleagues.

All of this adds up to more sales and higher revenue. Word-of-mouth marketing is free marketing, which will also save you costs on advertising.

Jump to:

What is attribution modeling?

Why use attribution modeling?

Types of attribution models

Your guide to attribution modeling (and improving user experience)

What is attribution modeling?

Consider a product that your business offers. There are many ways that customers can find your product, thanks to your marketing channels.

You might advertise through social media, through Google Ads, and by using an SEO strategy. All of these things represent a potential view of your product by a customer. There are also the pages of your website that customers see before they make a sale. Perhaps a landing page from a social media ad. All of these points of contact are called touchpoints.

Attribution modeling is a way of measuring which touchpoints are the most valuable for your company. It can tell you which sequences of touchpoints provide the most return on investment (ROI) and customer sales.

You can use this to reallocate your marketing budget. You can also use attribution modeling data to identify where the majority of your users are coming from and improve user experience in your sales funnel.

For example, a technical solutions business that seeks to solve a particular RPA challenge might get the majority of their conversions and sales from search engine rankings and ads. Attribution modeling can map out the path that their clients take—which ad do they click on? Which pages do they navigate to make their purchase?

Why use attribution modeling?

Attribution modeling can be a cost-saver in terms of your marketing budget. By understanding where your high-value touchpoints are, you can reallocate funds and resources from low-ROI marketing avenues.

You may also gain a deeper understanding of your customer base. By collecting data on where your customers are coming to your site from, you can understand what sites they’re using and how they’re using them.

You can also focus on optimizing the most commonly used paths so that they’re easy and quick for your customers to use.

Attribution modeling can also be used in collaboration with campaign KPIs to identify successful campaigns.

Types of attribution models

There are a number of different ways to conduct attribution modeling, depending on your business’ needs.

First touch – This version of the model gives the credit for the sale to the first point of contact that the customer has. For example, a customer who makes a purchase from a Facebook Ad would see the credit for the sale assigned to that ad.
Last touch – A model that assigns credit for a sale to the customer’s last touchpoint. This is usually a sales page or “learn more” page. It is one of the easiest models to work with and can help you to improve your sales page for user experience.
Time decay – Credit for a sale is assigned proportionally to the touchpoint’s place in the sequence. Points close to the end of the sequence gain more credit than at the beginning. This may come in handy when your sales funnel is short. You can use this model to improve your messaging and align it to what your users want to see.
Linear – This model assigns equal credit for a sale to every point in the sales cycle. This is useful for short cycles, but it can cause inaccuracies in longer cycles.
U-shaped (position-based) – This model takes the view that the beginning and end—the first and final touchpoints—are the most important in your sales funnel. 80% of the credit is divided between the first and last points of contact, while the other 20% is divided between the middle steps.
W-shaped – This method is similar to the previous type, except it also assigns weighting to a point in the middle of your customer journey. 30% of the credit is given to the beginning, the middle, and the end points, while the remaining 10% goes to all of the other points.

Which model you choose to use will depend on how complex your sales cycle is. For example, a business with a simple sales cycle might want to use a linear or first/last touch model, where one with a longer cycle might use a W or U-shaped modeling strategy.

Your guide to attribution modeling (and improving user experience)

Follow these steps to understand how to use attribution models to improve your users’ experience.

1. Identify high-value points

This is the big one for using attribution modeling to enhance your user experience.By identifying which touchpoints contribute the most to your customer journey, you can focus your resources on making these points as user-friendly and accessible as possible.

Let’s look at an example. Many companies use external call center providers to manage their customer service call system. A business that provides this service might work out an attribution model using any one of the methods outlined above. This example will use W-shaped modeling.

Say that the company discovers that their three most valuable touchpoints are LinkedIn advertisements, sign-ups for a short course on setting up a remote call center, and direct links to their sales page on the sign-up confirmation email.

This business would likely focus on filling any gaps in these three touchpoints to avoid putting customers off their business. Remember, each of these points represents a significant move forward in the sales funnel—they all need to be strong.

2. Modify sales pathways

A long sales journey can frustrate customers. Not all the time, but if the customer has to go through a lot of steps to purchase your product or service, they may give up.You can use attribution modeling to identify your longest and shortest pathways to a sale.

With a short sales journey, consider the following:
What proportion of your sales come from this journey?
Does the customer feel rushed?

With longer customer journeys, consider:
Is every step here necessary?
Is every step targeted towards my ideal customer?
At what stage do we tend to lose leads/potential sales?

Returning to the earlier example of a business phone system, imagine this time that the client needs a video conference phone system.

This is a big commitment of both time and money for this business, so they’re likely to want a slightly longer sales journey that allows them to review all of the information you have given them.

This is particularly true if they’re looking to invest in innovative technology, like an approved by Gartner VoIP system, to replace older platforms.

On the other hand, a customer looking to buy a simple set of headphones from your business won’t want to go through a seven-step sales journey.

3. Understand your audience

This is true of any area of your marketing strategy. It’s a real benefit of attribution modeling and it may help you to improve user experience.Imagine you’re examining the success of your seasonal marketing campaign. You find that your highest-value sequence is Instagram Ad > Linktree > landing page > sales page.By collecting this information, you’ve gained an insight into how your customers are shopping online and what sort of users they might be. Users who shop on Instagram are likely to be tech savvy and may not be using search engines as frequently as other customers.

You can also combine attribution modeling with another technique: Segmentation.

You can monitor your sales funnel and sales successes in segments of different factors, including geography and by demographic.

Have a look at some segmentation examples to help you understand this.

4. Don’t ignore other channels

Attribution modeling is a great way to cut unnecessary marketing costs. However, you’ll need to be careful as to what you deem unnecessary. Your modeling may show you that your Google Ads bring about the most conversions, particularly the ad that leads straight to your “product information” page.It makes good sense to focus on expanding the ad that leads to your information page, as this is the highest value route to a sale. But your other ads may still hold value for your business.This is particularly true if you have multiple products or services with different target audiences. Not ignoring other channels—like social media or less popular ads—means that you may be serving a section of your customer base that may otherwise be ignored.

It may seem difficult to manage multiple ads across different platforms, but you can use workflow management tools to combat this.

Next steps
Before beginning with attribution modeling, you need to have a solid understanding of the goals of your marketing strategy. This is where understanding your audience comes in again—you’ll need to know where your ads are going and when.

Try to avoid overwhelming your audience with adverts. No matter how effective they are, your audience is more likely to respond to less frequent ads in the right online spaces, rather than being spammed on irrelevant platforms.

The post Guide to enhancing user experience with attribution modeling appeared first on choozle.

What is: full-funnel marketing?

Katie Harker — Fri, 27 Aug 2021 11:11:46 +0000

The marketing funnel is a modern way to visualize the process of turning brand awareness into leads and leads into converted customers. By coordinating multiple marketing efforts and messages to work together, a full-funnel strategy moves customers from one stage of the buyer’s journey to the next and targets the most qualified audiences with more refined messaging as they get closer to the conversion stage.

When businesses attempt to split their marketing efforts between high-level brand-building campaigns and separate user action-focused campaigns they overlook the value of each stage in the funnel and judge marketing success only on sales-heavy metrics.

Jump to:

What is a full-funnel marketing strategy?

The stages of the marketing funnel

The value of full-funnel marketing

How to deploy a full-funnel marketing strategy

Evaluating a full-funnel campaign

What is a full-funnel marketing strategy?

This integrated marketing approach treats the funnel as a completely connected flow—one stage driving the success of the next. Creating a full-funnel marketing strategy involves tailoring your marketing messages to the particular stage and mindset a customer is currently in, rather than focusing on making a sale with every contact. It considers the entire customer journey and attempts to nurture relationships and build better brand experiences from start to finish.

Because customers require different channels and messaging at every stage of the funnel, it’s important to adjust marketing strategies accordingly. This strategic approach also carries over to the marketing tactics you use for your campaign, as each tactic has a different objective and goal. By focusing on the entirety of the funnel, you can reach a very broad audience and start to narrow down to the customers that are closest to making a decision over time.

The stages of the marketing funnel

Awareness
The first stage in the marketing funnel is awareness, which has the lowest likelihood of converting. The goal is to reach a broad, general market audience and meet users upstream before they are in need of your product or service. The awareness stage is most frequently overlooked as it often doesn’t directly result in conversions, but the efforts you put into this stage will pay dividends later on.

Awareness marketing efforts familiarize consumers with your brand, helping you stay top of mind when it comes time for purchase decisions. It pushes users to seek out more information regarding your products or services. This phase’s ideal channels and tactics include video and audio advertising on streaming platforms and across the web. Traditional out-of-home and digital out-of-home ads also do a great job of building broad market awareness.

Consideration
The consideration stage is next in the marketing funnel. Customers in this stage are already aware of your brand and are now working to gather more information about your products or services, as well as your competitors’. During this time, they are weighing their options to find the best solution for their needs. Effective channels in this phase speak more directly to questions customers have through paid search, display and social media ads, as well as contextually targeted ads that are natively placed alongside related website content or in email inboxes.

Conversion
Finally, the conversion stage is last. In this stage, the customer is ready to make a decision about where they want to spend their money. This is their highest likelihood to convert after researching their options. The messages you use to reach customers in this stage are highly targeted and customized to their needs. Channels like paid search and retargeted display or native ads work well to reach customers as they are making their decision.

While it may seem the last stage of the marketing funnel is the most important, as it leads to conversions, it is important to remember how the early stages of the funnel influence your ability to convert towards the end.

The value of full-funnel marketing

Perhaps the most important thing to remember is that there are potential customers at different points in the decision-making process at any given time. Some of your most valuable customers could still be unaware of your brand, and they won’t know until you provide them the messages they need to discover it. But not all users are exposed to the full stack of messaging from awareness to conversions. Entry points into the marketing funnel vary across users. For some, they are either first exposed to the brand or re-engaged at the top of the funnel, while other users who already have familiarity of the brand will begin receiving messages at mid and lower funnels.

A full-funnel marketing strategy is powered by the ongoing draw down the funnel, rather than deploying isolated campaigns that may not work for every customer. Consumer behavior and consumption patterns can be unpredictable and shift among demographics. By catering to customers at every stage with messages that are most relatable to them given their online and offline behaviors, you’ll be able to continually drive customers closer to the final conversion action.

How to deploy a full-funnel marketing strategy

In order to deploy a full-funnel marketing campaign, it is important to have the resources needed to achieve relevant messaging and targeting each phase of the consumer journey.

The campaign should be oriented towards a specific overall business goal that marketing is able to achieve. After setting an overarching goal you are then able to set individual goals for each phase of the funnel. Whether it’s drawing customers to your website, allowing them to download relevant content, or having customers request a demo, each phase of the funnel should have a specific and unique goal for customers to achieve before moving on to the next stage.

When setting these goals, it is important to understand who you are trying to reach and what channels or devices they will engage with. There are more ideal channels for each section of the funnel, but ultimately, your customer’s preferences will determine the best methods for achieving conversion goals.

Throughout the journey, targeting should resemble a flow that casts broad market awareness and narrows into highly targeted messages that will drive conversion.

Evaluating a full-funnel campaign

When managing a full-funnel campaign, it can be challenging to evaluate your results and demonstrate the value of brand awareness campaigns before customers reach the lower level of the funnel and convert. The most important thing to remember is that top-funnel channels serve a critical purpose—to fill the lower levels. Lower level conversions will quickly drop off unless the top and middle funnels are attended to and customers are encouraged to move along through the buyer’s journey. The strongest ROI will always be found in the lower-level channels, but those leads and conversions will dry up without new prospects coming from higher up in the funnel.

Finally, it is important to understand the opportunities and gaps represented in the data. Your results will show how your audience interacts with your campaigns and will show you if there are greater opportunities to capture more leads or conversions throughout the funnel. Pay attention to what messages yield the most results and optimize your campaigns around that language or offer. Check to see if all of your audience demographics are engaging with your campaign. Maybe certain channels don’t reach a section of your audience and by targeting them through mobile or another device you could start driving more results. There’s a lot of benefit to understanding experiences in the funnel that may not be working well, so always check to see where audiences are dropping off the campaigns and focus your efforts to improve there.

Shifting your marketing strategy to a full-funnel approach can seem overwhelming before you’ve begun, especially when there is a multi-tiered sales funnel, but it’s actually a simple process that, once integrated, is a convenience. Full-funnel marketing helps brands increase overall ROI with faster and smarter optimization of the sales funnel.

Need more metrics to demonstrate the value of your marketing campaigns? Read about the metrics that translate to marketing campaign performance here.

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What is: site targeting?

Choozle — Thu, 05 Aug 2021 09:04:08 +0000

Choozle’s self-serve digital advertising platform is built on the principles of transparency and flexibility to place your digital ads in front of your targeted audience, when you want, and where you want. There are dozens of highly targeted tactics available that utilize data, geolocation, device information, and other indicators to reach the exact audience you are seeking.

A key part of transparent control over your campaigns is determining where you want your ads to appear, and where you do not want them to appear. Site targeting is one of the tactics that puts you in complete control of where your ad will be displayed on the internet. Through Choozle you are able to create preferred lists and blocklists that you can leverage in your targeted campaigns.

Jump to:

How does it work?

What sites can I target?

Unique advantages of site targeting

How does site targeting work?

When utilizing site targeting on a Choozle campaign you are able to bid on available ad placements that match your indicated audience on your targeted sites. If one of the desired sites you are targeting does not have ad inventory available in the real-time bidding (RTB) exchanges we cannot serve the desired impressions. Unfortunately, due to the ad inventory on sites being dynamic in real-time, we cannot check your sites beforehand to see if they have placements open to RTB. This is why it is valuable to add more sites than less when targeting a specific group. You won’t incur any charges if you are not able to serve an ad on them.

Through Choozle’s Site Lists Library you are able to upload or manually create custom site lists that can be used to narrow in your targeting on campaigns. To begin creating lists navigate to the Site Lists Library and click the + icon to create a new list. You are then able to name your list and begin uploading URLs. You are able to upload sites manually or you can download our template to upload multiple sites together.

The lists you create or upload can be used in two ways, preferred lists or blocklists. Preferred lists are used to target the URL addresses where you want your ads to appear, and blocklists will block specific websites where you don’t want your ads to appear.

When utilizing site lists you are also able to apply bidding adjustments that will prioritize the specific inventory segments and bid more aggressively on the selected inventory within your site lists. By including a bid adjustment of <1.0 you are automatically multiplying the base bid on any inventory that matches your site list, in turn increasing your win rate on securing desired inventory faster. Alternatively, you can uncheck the continue bidding adjustment and bid exclusively on the inventory within your preferred list.

What sites can I target?

Site lists can include URLs with or without a URL protocol identifier. The exclusion of a protocol (i.e. choozle.com) will mean that inventory on all available protocols will be bid on (i.e. http://, https://, www., etc.). Subpages preceding the main URL (i.e. blog.choozle.com) will also be bid on when not specified, but if the subpage follows the main URL (i.e. choozle.com/blog) it will not be available to be bid on.

Top level domains can also be targeted or blocked using a site list to create more opportunities for bidding while remaining highly targeted. For example, to target all sites ending in .edu (like colorado.edu, nyu.edu, berkley.edu), include a row with only .edu within your site list.

Unique advantages of site targeting

Ad fraud, poor viewability, and brand safety control are three consistent risks that come into play with almost every digital campaign. By creating preferred lists and blocklists for your campaigns you can take measures to protect your ad dollars and prioritize higher value ad placements.

Ad fraud refers to any illegitimate activity on an advertisement at the expense of the advertiser. While Choozle has implemented a three-tier system to protect against ad fraud, there are still further measures you can take to prevent fraudulent activity and protect your ad dollars. With access to Choozle’s detailed reporting, you can monitor your campaigns for fraudulent activity and create blocklists to prevent fraudsters. Blocklists should also be paired with preferred lists to create a solid foundation for safer ads. These lists should be consistently reviewed and refined over time.

Poor viewability for ads is another challenge in programmatic advertising because inventory is mostly bought per impression. The purpose of viewability is to help advertisers pay only for the ads that users will actually see. By tracking the viewability of your ads you’re able to refine your preferred list and blocklists to optimize for ad placements with reliable viewability rates.

Finally, monitoring and refining your site targeting and blocking gives you more control over your brand safety. Brand safety has been a hot topic for the past few years and while Choozle takes preemptive measures to protect your brand you are able to implement your unique brand safety needs with site targeting. Utilizing blocklists and preferred lists is not a one-stop fix for all of these issues and risks, but with some effort and diligence, you are able to ensure you are maximizing your ad spend and eliminating unnecessary risks.

Instead of using keywords and letting data decide which sites to run your ads on, site targeting lets you list the actual URLs and web pages you want your ads to appear on so nothing is left to chance. Site targeting keeps you in control of your ad campaigns and helps you reach audiences you are very familiar with when you know the specific websites they like to visit.

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Metrics that translate to marketing campaign performance

Choozle — Mon, 26 Jul 2021 16:29:37 +0000

Marketing metrics are the key performance indicators (KPIs) used by marketing teams to quantify a campaign’s results. Marketing metrics are used to measure a campaign’s performance and represent how effective it was in reaching specific goals. Marketers then use these statistics to communicate their progress and validate their efforts in the eyes of executives and decision-makers. Often campaigns utilize metrics that indicate traffic, impressions, and clicks driven by ads. While these KPIs are valuable to understand a campaign’s performance, there are different metrics you can utilize to paint a picture of how a campaign’s performance and cost impacts business performance and outcomes.

There are long lists of metrics available, but reporting on dozens of KPIs can obscure your campaign’s marketing performance and distract from the real progress made. In this blog, we’ll define a few metrics that you should be tracking to prove your marketing campaign’s impact on the bottom line.

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Marketing qualified leads (MQL)

Cost-per-acquisition (CPA)

Effective cost-per-mile (eCPM)

Return on ad spend (ROAS)

Marketing qualified leads (MQL)

Marketing qualified lead (MQL) is a metric that aligns sales and marketing teams and allows them to frame conversations around lead generation efforts. The MQL metric is the number of qualified leads generated through marketing efforts. It can be tracked to inform how many leads your campaign is feeding into the sales funnel.

An MQL is a lead who has been deemed more likely to become a customer compared to other leads based on their interactions with your digital marketing campaign. The criteria to qualify a lead should be set in collaboration with your sales team. This qualification can be based on how a user has interacted with your ads, pages on your website, or if they’ve downloaded content from you.

Ideally, the criteria that is used to evaluate the number of conversions that are marketing qualified leads is defined at the beginning of the campaign and doesn’t change. This will allow you to optimize towards the same outcome by not having a moving target. The standardization of actions your leads will need to take can help keep your campaigns focused while developing strong leads that your sales team will want to follow up on.

Cost-per-acquisition (CPA)

Cost-per-acquisition (CPA), also referred to as cost-per-action, is a digital advertising metric that measures the dollar amount needed to convert one person. CPA is a vital metric that indicates digital advertising success as it represents the investment needed to acquire or qualify a customer through paid marketing.

CPA evaluates campaign performance based on the number of users completing specific actions that you define from the outset of a campaign. This makes this metric very flexible based on the goal of the campaign. An action tracked by CPA can be several things—a sale, a download, an email signup. This makes CPA a great metric to track for companies that don’t directly sell a product. Tracking CPA can help set marketing budgets for the future and understand the interactions customers have with your campaigns.

Effective cost-per-mile (eCPM)

eCPM stands for effective cost-per-mile (i.e., thousand impressions) and is used to calculate media costs regardless of what buying method or ad format is used in the campaign. Because different ad formats perform based on different metrics and are purchased with different pricing formats, eCPM can help level the playing field and give you a much clearer picture of how the different inventory types are performing.

By dividing the ad revenue earned by the number of ad impressions served and multiplying the result by 1,000, eCPM translates impressions based on clicks, actions, or video completions into one value. eCPM can immediately reveal which format or network is performing better in terms of revenue and engagement while also providing a solid prediction for future costs.

Return on ad spend investment (ROAS)

ROAS stands for return on ad spend investment and is a sub-metric of return on investment (ROI). ROAS represents the financial value generated by a marketing campaign against the total cost of the marketing efforts.

ROAS is a benchmark number that can be used to measure how much revenue your marketing campaign generates compared to the cost of running the campaign. This is a super important KPI to utilize when proving the value of your marketing efforts, but because it captures such a high-level view of marketing costs vs. returns, it’s not ideal for understanding the more granular results of a campaign.

Combined with customer lifetime value, insights from ROAS across all campaigns inform future budgets, strategy, and overall marketing direction. By keeping careful tabs on ROAS as well as other metrics, you can make informed decisions on where to invest ad dollars and how they can become more efficient. This is why ROAS is just one metric to consider, and why you should never over-emphasize any single metric on its own.

The metrics you track and focus on improving will depend on the nature of your campaigns and your intended business outcomes. Include only those KPIs that speak to your objectives while representing the value your campaigns create.

Want to read up on more marketing acronyms? You’re in luck. We have a full list of digital marketing acronyms you can reference whenever you need.

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What is: native advertising

Choozle — Tue, 29 Jun 2021 06:35:03 +0000

Native advertising is rising fast in popularity, and effectiveness, in today’s digital advertising landscape. Consumers have become much more sophisticated in how they discover and interact with content online. Native advertising breaks the mold of most other digital tactics and allows brands to communicate with consumers in a subtle and content-driven way.

With the amount of content available on the internet, there is simply not enough time to consume it all. The nature of native advertisements works exceptionally well to reach users with relevant content while subverting ad-blocking tendencies.

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What is native advertising?

Native ad types

Setting up a native ad campaign

Optimizations & best practices for campaigns

What is native advertising?

Native advertising is a creative asset type that allows branded messages to fit seamlessly within a publisher’s website by matching their surrounding environment. With a consistent look to other content on the website, native ads engage audiences rather than disrupt their experience. The goal is to entice customers with informative content that leads them to engage further with a brand.

Unlike display ads or banner ads, native ads don’t really look like ads. They look like part of the editorial flow of the page. When a native ad is programmatically bought, the fields are placed in an ad unit stylized by the publisher so that it fits into the context and design of the publisher’s website. This less branded creative format includes a header, body copy, and an image, and allows marketers to have a content-focused approach. Often native ads reutilize blogs, articles, and whitepaper downloads that have already been published elsewhere but are instrumental in driving new customers through the marketing funnel. Native advertising is a great targeting tactic for demand generation in B2C campaigns with long sales cycles or B2B campaigns.

Native ad types

Native ad units vary in look and placement to match the publisher’s content style but are often listed as promoted or sponsored content. Depending on the publisher’s specifications your ads could appear in a few different forms.

In-Feed

In-feed native ads are what most people imagine when thinking of native ads. They are placed right alongside a website’s usual content. These types of placements could be written articles, videos, or images, depending on the types of content the publisher regularly creates. In-feed content also offers flexibility in where you take the users after clicking on the native ad. Some content can be created in collaboration with the publisher and be natively published on their website, or it could link off the page and take users to your website.

Search

Native search ads are ordinarily found at the top of search engine results pages. Like other forms of native ads, they are meant to look like regular search results based on the user’s query. They feature a small amount of preview text and a link to your website, as long as you are able to fulfill the user’s request.

Recommendations

Native ads in the recommendations form are found at the end of a publisher’s piece of content and suggest more content that could be considered relevant to the article the user just finished. Often you will see them under a header that says “Recommended for you” or “You may also like…” For that reason, users are more likely to identify these as native ads.

Promoted Listings

Promoted listings are found primarily on e-commerce sites. Like native search ads, they appear at the top of search results on e-commerce sites and promote a sponsored product relevant to the user’s search. Think of the sponsored product results on sites like eBay or Amazon.

In-Ad

This type of native advertising looks like a standard display ad found outside the content feed, but has significant contextual relevance with the publisher. For example, a publisher could place an in-ad native advertisement leading to a product page that is mentioned by name within the content the user is reading.

Setting up a native ad campaign

Incorporating native ads into existing Choozle campaigns takes less than five minutes and can increase your click-through rate by two to three times that of a display asset. You can easily leverage powerful first and third-party data audiences, keyword lists, or contextual targeting parameters that have already been established for your other Choozle ad groups in order to refine the targeting of your native ads.

Choozle makes the inventory of more than ten supply-side platforms available when you establish a native ad group. Since native ads fit seamlessly within the user experience of the existing publisher’s site, creatives are built to reflect certain aspect ratios, and the exact inventory dimensions will vary from publisher to publisher.

When native creative assets are uploaded you will be able to add them to an ad group. You can still review all approved native creative. Next, you will need to set a geolocation. Geolocation is a required component of all campaigns within Choozle.

Native ads are a creative type that can also have additional targeting tactics layered on your ad group for refined targeting and maximum impact. But since native ads are a premium inventory type, there is less inventory available and thus should not have too narrow of targeting applied.

Finally, you can review your advanced settings to make additional bid adjustments based on device types, fold placement, scheduling, and more. For more information on the different options available under advanced settings and how to set them up view the Knowledge Base article on Advanced Settings.

Once your native ad group is running, reporting will populate in the dashboard and native creative performance can be found in the creative tab of the detailed reports.

Optimizations & best practices for campaigns

Target for content

Native advertising is unique compared to other creative types in that native ads have a lot less to do with the ad itself and more to do with the content you are connecting users with. Targeting for content is almost more critical than audience targeting with native ads. Native ads don’t work if you are looking for a hard sell. Encourage engagement, share best practices, and position your brand as a thought leader by building credibility.

Consider user intent

Piggy-backing off the previous best practice, native ads are most effective when they look like a part of the editorial flow. The key to native advertising is a non-disruptive experience. Native ads can expose the reader to your advertising without sticking out like a sore thumb. Your creative ad content should match the intent of the user so well that they don’t even realize they have been served an ad.

Use native advertising in combination with other channels

Native advertising is just one aspect of a holistic marketing strategy that feeds customers down the marketing funnel. Native ads are great for building brand awareness and forming retargeting groups, but they should be working together with all your cross-channel marketing plans in display, mobile, search, or social.

Don’t shy away from experimentation

Like most other tactics, we encourage you to experiment and make adjustments to improve campaign performance. Utilize creative reporting to determine how your ads are performing and explore what changes can be made, same as display ads. But beware of layering niche data, keyword, or site targeting on native creatives as the smaller amount of inventory could drive CPMs too high.

Native advertising is a fast-growing tactic in the digital advertising landscape. The rising demand for highly engaging, non-disruptive content leads users to put more trust into native ads and increases engagement by up to 60% compared to banner display ads. And remember, users are getting smarter, and can easily recognize spam and clickbait, so it is vital to respect the user and keep their experience as native as possible.

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What is: digital out-of-home advertising?

Choozle — Wed, 09 Jun 2021 07:38:21 +0000

Digital out-of-home (DOOH) refers to any media that’s displayed in environments that are viewable to the general public, such as digital billboards, screens found in businesses, shopping malls, and other highly-trafficked locations. These displays work in the same way traditional billboards and signs have for years, but with a lot more flexibility and ways to interact with them.

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Traditional vs digital

Key advantages

New DOOH ad spaces

How to use DOOH effectively

Traditional vs digital

Outdoor advertising has existed for hundreds of years, long before digital advertising burst onto the scene. Traditional out-of-home (OOH) advertising is easily recognizable as plastered billboards, painted signs, or even a plane flying overhead with a banner following. These out-of-home ads serve the same purpose and provide the same benefits today as they did a hundred years ago. Outdoor advertising has the potential to reach a large, broad audience with an impactful message.

Digital out-of-home advertising builds upon the same principles as traditional out-of-home advertising but with the addition of digital elements. DOOH uses digital screens to deliver dynamic content to the same large, broad audiences. The first example many people think of are the larger-than-life digital billboards found in high-traffic metropolitan areas. The main difference between the two is that with OOH advertising, the ad remains fixed with the same image over time, whereas with DOOH, the advertisement is on a digital screen that can show animated graphics and change displays throughout time.

Key advantages

On top of the dynamic and rich displays, DOOH creates a lot of unique opportunities for buying, measuring, and creating results that traditional OOH can’t provide.

Reduced management and set-up costs: Traditional billboards must be printed and installed individually whenever they are changed. DOOH displays are able to be refreshed nearly instantly. The ability to update and change displays creates new opportunities for advertisers to reach specific audiences at specific times and only pay for what they need rather than paying for ad space displaying 24 hours a day.
Dynamic content: DOOH displays allow for many different pieces of content to be programmed and shown on a regular basis. The variety of digital screens allows for greater creative freedom in terms of how you present your advertisements while increasing the chances of engaging customers in real-time.
Detailed reporting: Just like regular digital ads, the reporting capabilities of DOOH are much better than traditional media. Like most other digital display scenarios, DOOH is able to report live playback, content schedules, and incident reports for the most up-to-date information on the ads displayed.

New DOOH ad spaces

Digital out-of-home ad spaces are cropping up more and more every day in more unique areas of life. While we can envision the massive animated displays of Times Square and the more subtle LCD screens in public transit hubs, there are still more opportunities available to reach new audiences with DOOH. One of the newest and most intriguing ad spaces is Uber OOH. These ad spaces are provided by Uber on their fleets of vehicles across the country. Utilizing their millions of drivers, Uber OOH enables advertisers to connect with their audience via real-time connected, street-level, high-quality digital screens on top of Uber vehicles.

Choozle’s digital out-of-home inventory partner includes some of the largest displays in digital advertising. This allows for much greater opportunity for creativity and enhancing visual appeal. The possibilities are nearly endless in terms of accessibility, creativity, and scale for any campaign. Choozle has access to almost half a million screens across North America. Including all different venue types, much more than just traditional digital billboards, like shopping mall kiosks, screens at gas stations, golf courses, waiting rooms, bars and restaurants. It’s an incredible opportunity for scale.

How to use DOOH effectively

Even though DOOH has a huge opportunity for impact, one of the first pitfalls when launching out-of-home campaigns is viewing it as a totally new channel outside of your current strategy. DOOH works best as a complementary service, particularly for higher funnel brand awareness stuff. Being too focused on very specific display venues, and particular screens within shopping malls is too granular for DOOH’s strengths in creating awareness.

One of the best complementary channels for DOOH to pair with is any geolocation-focused campaign. By utilizing DOOH as an awareness booster, your geolocated display or video ads will generate more engagement and feed more consumers into your lower-funnel tactics.

Digital out-of-home advertising is a great way to reach consumers and engage them in a way you never have before, making them a lot less susceptible to ad fatigue. Studies have shown that when people are out-of-home, they’re two and a half times more engaged than when they’re just viewing a screen in their own home. DOOH advertising is a really exciting channel to boost your awareness with ultra unique ad space. They’re out in the open in the public. It’s virtually 100 percent viewability. Everyone should have digital out-of-home on their radar.

Read or listen to our LIVE choozlechat about DOOH with Choozle’s Hunter Phillips.

The post What is: digital out-of-home advertising? appeared first on choozle.

Geofencing: reaching customers by location, in real-time

Choozle — Thu, 13 May 2021 09:24:53 +0000

With mobile phone usage climbing nearly every day, mobile marketing offers many new scenarios where marketers can target consumers in real-time throughout the buyer’s journey.

Marketers continue to take full advantage of this capability with geofencing, an incredibly powerful tool that harnesses the power of location-based marketing.

While using geolocation for advertising is not a new concept, nor is it limited to mobile users, its popularity has grown along with the massive rise of smartphone users.

Jump to:

What is geofencing marketing?

How does geofencing marketing work?

Benefits of geofencing marketing

How is it different from geoframing?

What is geofencing marketing?

Geofencing is a targeting strategy and tool that marketers use to create highly specific geolocations. By targeting locations, you are allowed to reach consumers based on where they are in the world in real time. You are essentially drawing a radius around real world location(s) and targeting mobile device users when they come within a set proximity.

How does geofencing marketing work?

Setting a geofence means digitally marking addresses or coordinates to find users that are inside of the fence. Using location as a parameter, an app or other software uses GPS, RFID, Wi-Fi, or cellular data to trigger marketing campaigns whenever a tag enters the set boundaries.

Before you can start utilizing a geofence you’ll need to have some addresses and locations you want to look at. The more addresses the merrier. FourSquare needs at least 50k devices at the location in order to build the geofence.

Once a user is in the geofenced location they will be served an ad through in-app inventory via mobile devices. When you are creating your creative assets make sure the specs are compatible with mobile devices, because users will be on their mobile devices while in a geofence.

Accepted size: mobile devices

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Accepted size: all devices

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Benefits of geofencing marketing

There are a variety of use cases for targeted marketing when using a geofence. This allows marketers to be really specific and aware of their customer’s actions. A lot of marketing campaigns aim to create some sort of conversion in the offline world. So why not wait to target your customers until you have them exactly where you want them to be?

A super effective geofencing implementation tactic is targeting the campaign around live in-person events. This allows marketers to anticipate specific information about the participants demographics, and the topics being brought to top of mind while at the event, making for highly motivated consumers.

Geofencing can also be used for seasonal marketing strategies. Let’s say your product is a mobile dry-cleaning service, try geofencing high-end hotels that host parties throughout the holiday season.

What if you wanted to influence customers but they are at a competitor’s brick and mortar store? You can do that with geofencing too. By finding consumers interested in a competitor of yours, it’s easy to know they are at least interested in a similar product.

Or what if you wanted to find customers who are just nearby? Geofencing can utilize the radius setting in FourSquare, and you’re able to set a geofence around your store to target consumers who are nearby. Maybe they didn’t even realize your product or service was so close and readily available!

How is it different from geoframing?

Geoframing creates an audience based on mobile devices collected within a specific location. This is for marketers who want to target individuals from events or locations after they have left that geolocation. You are able to target those users wherever they are on the internet, unlike geofencing which is in-app inventory on mobile devices only.

Overall, geofencing is a fresh new way to target consumers in real-time. It is a great mid-funnel tactic to find users who are interested in brands similar to yours based on their location.

Ready to give geofencing a try?

Chat with us today to get started.

Geofencing is part of Choozle’s Supported Solutions and can be implemented with the help of our Client Experience team.

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