Posted by on .

The holiday shopping season is in full swing.  Take advantage by giving your Perfect Audience campaigns a boost, and also by checking out a few new features we have to share.

New stuff:

 

Instagram Retargeting – it’s here, and it’s #instagood.  Add Instagram retargeting to your Facebook campaigns.  Here’s why that’s a good idea, and here are the instructions to get started

Facebook Mobile – We’ve got new options for targeting Facebook users on their mobile devices.  It’s the next step after our already popular cross-device retargeting.

Multi-Product Dynamic Ads – It’s better to put more gifts under the tree, and it’s better to put more products in your dynamic ads.  This is in beta right now – contact success@perfectaudience.com if you have a Google Merchant Center product feed and you’d like to explore multi-product ads.

Now, our essential holiday season marketing optimizations.

 

Boost your budgets, serve more impressions

 

Web traffic increases in December, especially for those of you in e-commerce.  This additional traffic is likely to make you serve additional impressions and may max out your budget.  Don’t let that happen!  You’ll miss out if your campaign is limited by its budget.

Our rule of thumb is a 25-45% budget increase for the month of December.  If your traffic usually jumps by a certain amount in December, you can increase the budget by that amount.

Go to Manage -> Campaigns and edit your campaign. In Step 3, change the budget amount.

 

Increase your campaign bids

 

Nearly every advertiser, particularly those in business-to-consumer, will increase their spend for the holiday season, so the competition will be fierce.

This competition means it’s not uncommon to see your CPM costs go up during this time of year. To prepare, increase your CPM bids across your campaigns.  Bidding higher will give you a better chance of serving more ads by winning more auctions and therefore winning more impressions.  As a guideline, increase your CPM bid by 50-100% of the current average CPM cost for the campaign.

To modify your CPM bid, go to Manage -> Campaigns and edit a campaign. In Step 3, find Bid Type and change the setting to Manual Bidding.  Then enter your CPM bid.

Save when you’re finished editing your bidding.  You’re all set!

 

Holiday-themed content and landing pages

 

If you’ve got a big sale, free shipping, you’re running Black Friday/Cyber Monday promotions all month long, or whatever your very best offer is, put it FRONT AND CENTER.  Your shoppers are hungry for deals so be sure to highlight your most enticing products, specials, sales, and content.

You may want to create an audience of only the people who visited your holiday landing pages.  You can then target them with shorter lookback windows to cash in on their instinct to impulse-buy.  If your creative looks like your holiday landing pages, give yourself an extra gingerbread cookie because that’s a best practice.

Have a great holiday season and please reach out to success@perfectaudience.com if we can be of assistance!

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team


Posted by on .

Considering retargeting on Instagram? It’s fast, easy, and you should do it if you want to reach a huge section of mobile consumers.

Quick facts:

  • Instagram has 400 million daily active users, including 55% of the 18-to-29 demographic.
  • 26% of Instagram users make $75,000+ per year.
  • Instagram continues to rise and is expected to make up 18% of Facebook’s global mobile ad revenue by 2018.

Source: https://www.inc.com/melanie-curtin/21-things-every-brand-should-know-about-instagram.html

If you have an existing Facebook campaign, here’s how to add Instagram retargeting to your arsenal:

  1. Ensure that your Facebook Page has an Instagram account associated with it.
  2. Connect your Perfect Audience account with your Instagram account.
  3. If you already have an existing Facebook campaign, select the placement in your campaign settings. The Instagram placement uses your existing Facebook ads to save you time!

Your ad will be optimized automatically for the placement that gets you the most conversions and clicks at the lowest cost.

For a video walkthrough, visit our Knowledge Base.

For assistance, please write success (at) perfectaudience.com

Happy retargeting!

 

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team


Posted by on .

The-Sharper-Image-Logo

In addition to retargeting, Perfect Audience works as a network of advertisers by using Connect, a way to share audiences without competing.  Today we’re highlighting the Sharper Image, an American brand that offers consumers home electronics, air purifiers, gifts and other high-tech lifestyle products.  Kirk Ciarrocchi, Paid Search Marketing Manager explains the benefits of Perfect Audience Connect. 

Creative gifts for the holidays and other occasions

KIRK CIARROCCHI: The Sharper Image is the premier destination for cutting edge gadgets, electronics, and luxury home/lifestyle products. Our unique products add style and comfort to any home and make great gifts for any occasion, especially the holiday season.  Our customers visit our website to find original and creative gifts like drones, hover boards, air purifiers, massage chairs, audio accessories, travel accessories, and sleep solutions.

With more than 500,000 unique visitors per month and more than 3 million unique visitors during the November–December holiday shopping season, our website reflects the popularity of our brand.

Avid, active shoppers 

KC: Our users are mostly affluent and active shoppers who are not terribly price-concious.  For our Partner Connect initiative, we’ve adopted a similar strategy to our catalog mailing list.  The result has been a lot of connection and crossover between our audience and the customers of other luxury living brands.

We’ve partnered with brands offering high-end goods and services such as wine subscriptions, travel merchandise, performance bicycles, finance and insurance, and home décor.  Our customer base would be a great fit with a number of different types of retailers.

Other key metrics: 91% of our users live in the United States, with a 50/50 split between men and women. Approximately 92% of our users are over 25, and 72% are over 35.

How did you learn about Partner Connect?

KC: Our Marin team recommended Partner Connect as a way to share and find highly qualified and targeted audiences as we deployed a more advanced display strategy.  After finding huge success with Marin in our search efforts, being able to leverage Marin in other areas seemed like the next logical step because we’ve already proven that the technology works, and works well.

What goals are you looking to achieve with
Partner Connect? 

KC: We’d love to share our audience data with other non-competing brands. We hope to learn even more about our customers and their interests for the benefit of our partners and our brand.

Interested in targeting The Sharper Image’s audience? Learn more about audience extension with Partner Connect today.

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team


Posted by on .

Holiday shopping is in full swing even though Cyber Monday is still two weeks away.  If you’re running retargeting campaigns, make sure they’re as prepared for the season as you are.  Online sales are forecast to increase between 7 and 10 percent over last year to as much as $117 billion.

We made your list, so check it twice, and take these steps to boost campaign performance during the holiday season:

desk-1283688_960_720

Increase your budgets to win more impressions

 

You’re likely going to see a boost in site traffic (especially if you sell anything that can be given as a gift), which means you’ll see a boost in impressions served in Perfect Audience and in advertising funds spent. Make sure your campaigns have a proper budget set to guarantee you have enough ad money available for the day, so that you don’t miss out on these potential new customers.

We recommend a 25 to 50% budget increase for the holidays, but you know your site traffic best. Whatever percentage of traffic increase you’re expecting, boost your budget about that same percentage.

To change your weekly campaign budget in Perfect Audience, go to Manage -> Campaigns and edit your campaign. In Step 3, change your budget amount:

change budget

 

Remember to hit Save at the bottom of the page when you’re done.  You’re all set!

 

Raise your campaign bids

 

Almost all advertisers will all increase their spend for the holidays, so you’re going to have serious competition.

With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year. To prepare for this surge, make sure you increase your CPM bids across your campaigns. Bidding higher will make your campaigns more competitive and will give you a better chance of serving more ads by winning more impressions.  We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.

To modify your CPM bid, go to Manage -> Campaigns and edit a campaign. In step 3, find Bid Type and change the setting to Manual Bidding. Then enter your CPM bid:

manual bidding

Save when you’re finished editing your bidding.

 

Use holiday-themed ads and landing pages

 

Holiday-themed advertising only gets people’s attention during one time of the year, and you should join the conversation your customers are having.  Using ads that mention specific events like Black Friday, Cyber Monday, or any of the major holidays can grab a visitor’s attention.

Send a happy holiday message, mention that there are only X number of shopping days left, and give them a reason to click on your ads. Use the holidays as a chance to create urgency and you could see a boost in clicks and conversions.

Two quick steps you can take:

 

  1. Create landing pages and content on your site for these holiday events, then create audiences that capture visitors of these pages. (Information about audiences is available here.)
  2. Run campaigns to serve your holiday ads to your holiday page visitors. If they’re coming to your site looking for holiday deals, they are more likely to respond to holiday-themed ads.

We hope these suggestions are helpful and lead to a profitable holiday season for you and your business. As always, please feel free to contact us at support@perfectaudience.com with any questions or comments.

From our team to yours – happy holidays and thank you for using Perfect Audience!

Want tips from Marin Software on Black Friday/Cyber Monday?  Check them out here.

 

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team


Posted by on .

Now that you’ve used Perfect Audience for a little while, it’s time to become a retargeting rockstar!  You can do that by learning advanced retargeting techniques in Perfect Audience 201, a webinar hosted by Senior Customer Success Manager Scott Danielson.

Topics covered include:

  • Web banner ad best practices
  • Dynamic and seasonal ads
  • Mobile ads (more info on mobile ads here)
  • Tracking/targeting/excluding converted users and cart bouncers

and more!  Register here.

Not ready for 201?  Master the basics with Perfect Audience 101.

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team


Posted by on .

Perfect Audience now features the ability to exclude IP addresses from your campaign(s).  You can enable this when creating or editing a campaign.

Use IP Address Exclusion to prevent your ads from serving to yourself, your team, or your agency.

Here’s how: Start at your dashboard.

  • Edit your campaign
ip address screenshot 1
  • Select “Exclude IP Addresses”
  • Enter a comma-separated list of IP addresses to exclude or block
ip address screenshot 2
  • Remember to Save at the bottom of the page!

Questions?  Hit us up: success@perfectaudience.com.

Thank you for using Perfect Audience!

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team