Posts tagged "Adobe media optimizer"

Facebook Ads: Top 5 creative ways to achieve higher CTR

The pres­ence of peo­ple, choice of back­ground colours and even prod­uct angling all con­tribute to the effec­tive­ness of your Face­book ads, accord­ing to our lat­est research.

We analysed over 1,700 Face­book ad images used by adver­tis­ers from across Europe, the US, Aus­tralia and Asia via Adobe Media Opti­mizer. This cov­ered a two month period (Sep­tem­ber and Octo­ber 2012) and included a range of indus­tries such as finance, pub­lish­ing, travel, edu­ca­tion, real estate, tech­nol­ogy and sport. For each image, we looked at impres­sions and CTR, along with demo­graphic data relat­ing to the per­son who clicked in the image (such as their gen­der, age and location).

As a result, we were able to iden­tify some key fac­tors to con­sider when select­ing the images to use in your Face­book adver­tis­ing that could increase your CTR

Did you know that hav­ing peo­ple in your images, espe­cially women, could result in twice as many clicks, com­pared to an image fea­tur­ing a man? In terms of back­ground imagery, uni­form (such as a solid colour) is the way to go– but beware, the colour you choose is just as impor­tant with pur­ple and yel­low get­ting the most clicks. We also found that the angle and fram­ing of the image make all the dif­fer­ence, with close-ups of prod­ucts and peo­ple proven to drive the high­est CTR.

The research even showed the older you are the more you’ll click! Peo­ple 51–60 are 2.5 times more likely to click on ads tar­geted to them, com­pared to teens.

Take a look at the info­graphic below for some more of our find­ings and visit the web­site to learn more about Adobe Media Opti­mizer.


Adobe & Neolane: Under the Hood

When Adobe announced its intent to acquire Paris-based Neolane in June, Gleanster Research ana­lyst Ian Michaels wrote, “… it’s really what’s under the hood that counts, and Adobe just bought a Fer­rari.” This week, we finally brought our Fer­rari home. Wel­come Neolane!

Adobe has done a great job build­ing a world-class Mar­ket­ing Cloud plat­form with our five solu­tions: Ana­lyt­ics, Tar­get, Social, Expe­ri­ence Man­ager, and Media Opti­mizer—but we under­stood that mar­keters needed some­thing more. They needed help deliv­er­ing highly per­sonal expe­ri­ences across any chan­nel and device within mil­lisec­onds. They needed help answer­ing their CEO when asked, “How is our mar­ket­ing bud­get pay­ing off?” In addi­tion, they needed help man­ag­ing the sophis­ti­cated automa­tion and exe­cu­tion of thou­sands of cam­paigns a year across web, email, social, mobile, call cen­ter, direct mail, point of sale (POS), and other emerg­ing channels.

Enter Neolane, with one, uni­fied cross-channel cam­paign man­age­ment tool to the rescue.

As our sixth Mar­ket­ing Cloud solu­tion, Neolane tech­nol­ogy will become an inte­grated part of all other solu­tions, aggre­gat­ing data from the other five and mak­ing it action­able across any chan­nel. We believe this cre­ates the most pow­er­ful Mar­ket­ing Cloud in the indus­try for deliv­er­ing rich, per­son­al­ized expe­ri­ences to con­sumers across chan­nels and devices, and in giv­ing one uni­fied view to marketers—not to men­tion more answers around highly mea­sur­able mar­ket­ing returns. Many cus­tomers already rely on both Adobe and Neolane, and I look for­ward enabling them to fur­ther ben­e­fit from our united technologies.

In recent weeks, I’ve had oppor­tu­nity to know the Neolane founders and EMEA team a bit bet­ter, and I can hon­estly say that we couldn’t have cho­sen a bet­ter group of humans to do busi­ness with. Adobe has strong start-up roots, with a long his­tory of com­bin­ing organic inno­va­tion with key acqui­si­tions to deliver the most robust set of solu­tions for dig­i­tal mar­keters today. We’ve been at this a long time, begin­ning with Omni­ture in 2009 and fol­lowed by Day Soft­ware in 2010, Demdex and Audi­tude in 2011, and Effi­cient Fron­tier in 2012. And with each acqui­si­tion, our focus on inte­grat­ing both tech­nol­ogy and cul­ture alike into Adobe’s fam­ily is key to the long-term suc­cess and rich­ness of our cus­tomer offer­ings. There is con­sid­er­able syn­ergy with Neolane, and I look for­ward to help­ing build impact for our cus­tomers with the EMEA and global teams.

Adobe’s SVP and GM of Dig­i­tal Mar­ket­ing, Brad Rencher, shared some great thoughts on this Neolane acqui­si­tion from Adobe’s own part­ners and cus­tomers. Be sure to check them out.

I’m so proud of all we’ve accom­plished thus far, and look for­ward to pro­vid­ing more updates on our Dig­i­tal Mar­ket­ing plans, chal­lenges and suc­cesses in the months to come. Stay tuned. @mrzablan


The switch is on: Google AdWords moves to Enhanced Campaigns

Today mar­keters will see one of the most fun­da­men­tal changes to paid search adver­tis­ing since the intro­duc­tion of AdSense. Google AdWords moves over to the Enhanced Cam­paigns for­mat, com­pletely over­haul­ing how adver­tis­ers tar­get searchers based on their device, loca­tion and time.

Before, you could have sep­a­rate cam­paigns to tar­get searchers on mobile, tablet or desk­top devices, with dif­fer­ent bids, ad copy and land­ing pages.

How­ever, the new for­mat means one cam­paign tar­gets all device types by default. Traf­fic from desk­tops and tablets are now treated the same: bids, ad copy and land­ing pages. Adobe’s Dig­i­tal Index has con­sis­tently seen tablets surge as a pro­por­tion of traf­fic and book­ings to ecom­merce sites, but there are still chal­lenges find­ing the same value of trans­ac­tions from non-desktop devices.

Mar­keters still have some con­trol over mobile traf­fic though. Mobile bid mod­i­fiers allow you to alter your mobile bids to a mul­ti­ple of your desk­top bid: between –100% (i.e. set mobile bids to zero) and +300%. Bid mod­i­fiers can be set at cam­paign and ad group level. Although Google makes rec­om­men­da­tions for these mod­i­fiers based on sim­i­lar adver­tis­ers, you’ll want to care­fully eval­u­ate them based on your own con­ver­sion lev­els on mobile.

You can also set pre­ferred alter­na­tives for mobile opti­mised ad copy and sitelink exten­sions, though Google doesn’t guar­an­tee they will always be used.

Bid mod­i­fiers are also used for loca­tions and time. Per­haps you’ll want to increase your bids if a searcher is in a part of the coun­try where your brand is stronger. Or reduce your bids after a cut off time for next day delivery.

Enhanced Cam­paigns are yet another sign that we’re liv­ing in a multi-screen world. Cam­paigns now need to work across mul­ti­ple plat­forms and these changes will help mar­keters get the most out of their ad bud­gets. A user look­ing for shoes on a tablet while at home likely wants to order online, not find a store nearby. Users on the go want to find local and rel­e­vant busi­nesses for their needs and are likely not look­ing for online shops.

Adobe Media Opti­mizer was first to mar­ket with Enhanced Cam­paigns so mar­keters don’t have to worry about wait­ing to use the lat­est features.

We’ve got a free guide to the migra­tion process and opti­mi­sa­tion best prac­tice for Google Enhanced Cam­paigns; you can get it here: Adobe Migra­tion Guide for Google Enhanced Cam­paigns.

For more on the changes, check out this video from Google explain­ing the ben­e­fits of the new Enhanced Campaigns: