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Effective digital marketing can only be achieved by leveraging the effectiveness of data and the beauty of art, and the easiest method to foster improvement during these areas is to strike up 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. We hope which our short updates will spark some inspiration following a long week.

AdVenture Media Group Acknowledged As Google Premier Partner Agency. Earlier in the week, our company was rewarded using the highest level Google Partner status. Basically we have invariably been adwords management, this new accreditation is really a nod to the efforts as being an agency with the advanced understanding of the various Google advertising products and delivery of exemplary results through our substantial customer 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. During the hour-long interview we covered a lot of ground like the behavioral psychology of web browsing, dynamic remarketing, advanced audiences in Google Analytics, RLSA, managed placements, and even an advertising conspiracy theory (much more on that below). You can get the podcast through their internet site, iTunes, or wherever else you obtain 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 only adding remarketing audiences to your Search campaigns, but testing this within your Google Shopping campaigns as well. Previous visitors, and most importantly, past purchasers, happen to be knowledgeable about your brand name and possibly more likely to convert on the site. They might have even a free account registered with you, dramatically simplifying the conversion process. When these users are back looking for your products, you might like 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 has been a answer to track the potency of AdWords in driving telephone calls to some business. Here’s how it works: A personalized JavaScript function would fire on your own landing page whenever a user enters your site through AdWords ad. The code scans the page seeking your business’ phone number, and changes the phone number to your Google Forwarding Number. The Google Forwarding Number is unique to each visitor, therefore if that number is referred to as (and after that forwarded to your business line), Google would attribute that call as being a conversion for your AdWords campaign.

It’s very effective, but so far it’s been a real pain within the butt to set up as there were three confusing code changes that a developer will have to implement on the site. The code would frequently get altered as clients updated their websites, and it was not easy to set this up through Google Tag Manager.

Google has updated the DNI implementation process. When making your call conversion code inside the AdWords dashboard, you may now just drop in the business phone number and this will generate a Javascript function which will do all the hard meet your needs. You can now simply drop it on your own pages via Google Tag Manager. The period 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 on this for a number of months now, and I’m finally with a point where I can speak about it publicly without sounding like a crazy person, hopefully. A lot of us are completely convinced that Instagram (owned by Facebook), is utilizing their microphone feature to grab on keywords in your offline conversations and tailor ads to you personally according to a matching algorithm.

Those of us in the industry have adequate of an understanding of how this technology activly works to suggest that there is no explanation or coincidence for the truth that we’re seeing ads for brands and products we’re speaking about offline. We should also make it clear we really have nothing to be concerned about, but more on that later.

Here’s a good example. This past weekend, a pal of mine was telling us a story about getting sneezed on while riding the subway and achieving to locate hand sanitzer in Penn Station. He mistakenly said the term purina when qqdpog intended to say the word purell, so we joked about the idea of him running around desperately seeking cat food to wash his hands.

Few things worth noting: Facebook has acknowledged they have the capacity to do this, but they’ve Released Statements stating that they actually 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.

So this is not to imply that we’re at risk, or that we have anything to be concerned about. Our lives will become increasingly more entrenched in artificial intelligence, and we’re more satisfied coming to terms with this fact (if you are using Google Maps to obtain around or have ever used Spotify or Pandora, you’re secretly a huge fan of AI, even though you don’t realize it yet).