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Effective digital marketing can only be accomplished by leveraging the strength of data and the beauty of art, and the easiest method to foster improvement within these areas would be to start conversations with our peers. Every week, we’ll throw several DARTs at the wall and hope you’ll join the conversation. This can include interesting things we discover, are planning on, or are actively using in our digital marketing campaigns. Hopefully that the short updates will spark some inspiration after a long week.

AdVenture Media Group Recognized As Google Premier Partner Agency. Earlier in the week, our company was rewarded with all the highest level Google Partner status. While we have been adwords management company, this new accreditation is really a nod to our own efforts as being an agency having an advanced knowledge of the different Google advertising products and delivery of exemplary results through our substantial client base.

Search Talk Live. Earlier in the week, I had been a guest on the popular digital marketing podcast, Search Talk Live. I joined hosts Robert O’Haver and Caleb McElveen to discuss the wonderful topic of remarketing. Throughout the hour-long interview we covered a lot of ground including the behavioral psychology of web browsing, dynamic remarketing, advanced audiences in Google Analytics, RLSA, managed placements, as well as a promotional conspiracy theory (much more on that below). You can get the podcast through their internet site, iTunes, or wherever else you receive your podcasts.

Google Shopping Strategy We’re Recommending:

RLSA in the search engines Shopping. Many advertisers overlook using Remarketing Lists for Search Ads (RLSA). We recommend not just adding remarketing audiences to your Search campaigns, but testing this in your Google Shopping campaigns also. Previous website visitors, and even more importantly, past purchasers, already are knowledgeable about your brand name and possibly more likely to convert on your site. They might have even a free account registered together with you, dramatically simplifying the conversion process. When these users are back looking for your products, you might want to bid more aggressively on the ads to improve your audience click-through-rate.

Google Attribution Update We’re Thrilled About:

Dynamic Number Insertion. Since 2014, DNI is a means to fix track the potency of AdWords in driving phone calls to a business. Here’s how it operates: A personalised JavaScript function would fire on your landing page each time a user enters your site through AdWords ad. The code scans the page seeking your business’ phone number, and changes the cell phone number to a Google Forwarding Number. The Google Forwarding Number is exclusive to each and every visitor, therefore if that number is known as (and then forwarded in your business line), Google would attribute that call as being a conversion for your AdWords campaign.

It’s very effective, but up to now it’s been an actual pain in the butt to set up since there were three confusing code changes that the developer would have to implement on the site. The code would frequently get altered as clients updated their websites, and it had not been possible to set this up through Google Tag Manager.

Google has updated the DNI implementation process. When creating your call conversion code inside the AdWords dashboard, you can now just drop in the business phone number and will also produce a Javascript function that will do all of the hard work for you. You can now simply drop it on your pages via Google Tag Manager. The days of editing the opening body tags and creating custom CSS classes for DNI are behind us. Oh happy day!

Facebook and Instagram are paying attention to us. We’ve been keeping tabs with this for a number of months now, and I’m finally in a point where I will speak about it publicly without sounding such as a crazy person, hopefully. A lot of us are completely convinced that Instagram (belonging to Facebook), is applying their microphone feature to pick up on keywords within your offline conversations and tailor ads to you based on a matching algorithm.

Those of us in the market have adequate of the comprehension of how this technology functions to claim that there is not any explanation or coincidence for the reality that we’re seeing ads for brands and products we’re referring to offline. We should also ensure it is clear that people really have nothing to concern yourself with, but much more on that later.

Here’s a good example. This past weekend, a buddy of mine was telling me a story about getting sneezed on while riding the subway and getting to discover hand sanitzer in Penn Station. He mistakenly said the word purina when qqdpog meant to say the word purell, and that we joked about the thought of him running around desperately seeking cat food to clean his hands.

Few things worth noting: Facebook has acknowledged that they have the capability to get this done, but they’ve Released Statements proclaiming that they do not. Also, listening isn’t really the best choice of words. You will find no Facebook employees with headsets on shouting to a single another, “He just said Purina! Send him a Purina ad!” It’s all algorithm based keyword targeting.

Making this not saying that we’re at an increased risk, or that people genuinely have anything to be concerned about. Our lives will become increasingly more entrenched in artificial intelligence, and we’re more satisfied visiting terms with this fact (if you are using Google Maps to have around or have ever used Spotify or Pandora, you’re secretly a massive fan of AI, even if you don’t realize it yet).