Integrating your Marketing Channels - An Online Advertising No-Brainer?

Up to date creative

Imagine you're running a sale. All your products have some reduction in price, but have you planned this far enough in advance? It is important to plan ahead to make sure you can shout about your sale, especially when Programmatic is such a key medium for awareness! Programmatic Display is moving towards being able to respond faster – have you looked into Dynamic creatives, where the messaging can change up to 4 times a day? Gone are the days of waiting 3+ weeks for your creatives to be trafficked: roll on the days of feed based creatives and tailored ad serving. See this article for more details of how dynamic creatives can tie your media strategy together.

Query Strings, Query Strings, Query strings

You're probably aware that the stuff that appears after the "?" in a URL is a query string. This is one of the ways that your remarketing audiences are formed in AdWords – "I knew that already!" I hear you cry. But did you know that those same audience lists can be synced into DoubleClick Bid Manager? And you can use those same query strings to collect audiences from your email remarketing? Using Display as a tool to reinforce the efforts of your other marketing is where DoubleClick comes into its own. Customers are going to be rushing back to convert on your site after they see your targeted, personalised ads! Based on what other marketing stream they are interacting with most heavily, you can show them the best ad to suit their intentions!

Data Driven Attribution and DoubleClick for Search – the glue to fill the cracks

DoubleClick Search (DS) is a campaign management tool from Google, with a lot of pretty nice features which are getting agencies (especially us) excited about integrating campaigns.

Do you:

• Want to manage all of your search engine bid management tools on one platform?
• Want to see impression level data from your Display campaign?
• Optimise your digital strategy based on conversion paths, first interactions and assisted conversions?

These are just a few of the benefits of DS – Kat can tell you more in this article about her top 5 features of DoubleClick Search. Perhaps you should think about getting on board!

Bringing it all together – A few examples

Let's take a look at a few real-life examples of how DS could help you manage cross-channel marketing campaigns.

Imagine you notice that people coming through a specific Paid Search ad convert well after seeing Display Remarketing.

- This is a great opportunity to gather these audiences with a query string and deliver them a different remarketing tactic. If they have already proven to convert well you could try bidding more aggressively, or deliver them a more tailored creative.

Have you noticed that Display Impressions from specific sites lead to an uplift in Brand Searches?

- That's great! Those sites could be good choices for Private Marketplace Deals. Take a read of Grace's blog demystifying Private Marketplaces for you here.

Suppose you notice that 40% of customers complete a micro conversion before making a purchase.

- Get stuck into that data by filtering your conversion paths by first interactions after a user has completed a Micro Conversion (small, on-site interactions, like downloading a pdf or viewing a video). We often notice here at Periscopix that Display impressions can feature heavily in first interaction with brand statistics. Even though customers are converting through one channel in particular, it is important to analyse the customer journey from first interaction to final purchase.

Sorry about that – I'm getting carried away with all the opportunities Programmatic Display and DoubleClick Search can offer to tie in your marketing channels.

Get in touch today and let one of our Google Analytics Bods do the groundwork. It is clear to us that integration between marketing channels and attribution-driven optimisation is the way forward. You might find parts of your digital marketing strategy that you didn't even know were there.

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