2 April 2018
Definition Content Exclusions, formerly Site Category Exclusions, is less about placement targeting and more about Brand Safety. Here Advertisers can identify types of content (eg. tragedy, crime, sexually suggestive etc) that they do not want their Brand associated with – and opt out of them all at the Campaign level. Intentional Tip We recommend...
2 April 2018
Definition Customer Match refers to the ability inside the Adwords platform to upload a list of user details (eg. Email Addresses, Phone Numbers) and have Google ‘match’ them to real users (actually, their browser cookies). It must be noted that 1) all matching data is hashed, and 2) there is a minimum matched list size...
2 April 2018
Definition Similar Audiences refers to the audiences automatically generated inside the Adwords platform from Audiences you have previously defined that contain 5,000+ cookies. These are a fantastic way to expand the reach of your message to new people who share similar characteristics to those who you already know. Similar Audience targeting leans on Google’s enormous...
2 April 2018
Definition Remarketing refers to the ability to target users who have already interacted with your brand – whether that is having clicked an ad, been to your website, subscribed to your email list or even if they have called you. Once you have aggregated these users into appropriate audiences, we can then Remarket to them...
2 April 2018
Definition Topic targeting leans on Google’s enormous indexing database to web pages and apps that are associated with a particular subject matter. Different to Affinity targeting, Topic Targeting “follows the content” – here you don’t know anything about the user, only what web page or app content you want ads to show on. As we...
2 April 2018
Definition Along with Content Keyword targeting, Managed Placements is probably one of the oldest forms of targeting still available for the Display Network. Here, you manually define ad placements (essentially URLs that are part of the Display Network) and Google will only show your ads on these placements. Intentional Tip We call this kind...
2 April 2018
Definition Affinity Audience targeting leans on Google’s enormous cookie database to target users who have an interest with a particular subject matter. Different to being ‘In Market’ (where a user may be actively researching an item intensely for a period before purchasing, then dropping out), Affinities more identify with who people are and their general...
2 April 2018
Definition In-Market Audience targeting uses signals from visitor browsing behaviour. Once a users’ browsing behaviour for a particular item has exceeded past ‘normal’ levels, the user is deemed to be ‘In Market’ for that item – eg. In Market for Hotels & Accomodation. Once browsing behaviour has returned back below said threshold, the user is...
2 April 2018
Definition Content Keyword targeting, originally known as Contextual Keyword targeting, was the original targeting type for the Display Network. Here, Google takes the keywords that you define and uses its indexing database to target related web pages and apps that are part of the Display Network. In this case, you are making an assumption that...
2 April 2018
Definition Formally known as Display Select Keywords (DSK), Audience Keyword targeting is a blurring of the line between Search and Display. Here, Google targets people on the Display Network who, by their search behaviour, have indicated an interested in your keywords. This means that a person may have searched for your keywords but be on...
2 April 2018
Definition Because of the mountains of data now available, perhaps the biggest digital advertising buzzwords of recent times has been the triumvirate of Programmatic, Artificial Intelligence and Machine Learning. Each are actually their own specific beasts, however generally speaking most marketers use these words interchangeably to refer to the automated buying of media placements –...
2 April 2018
Definition When Intentional first started in 2010, the digital climate was very different. Back then, all of us only had one device (the desktop or laptop computer), and there was only one digital channel to advertise on: Adwords Search (even Display Network was in its infancy). Married at Last Click In such a climate,...
2 April 2018
Definition When Intentional first started in 2010, there was only really one digital advertising channel of worth (at least in Australia) – Adwords Search. As such, data analysis was quite simple as all we needed to do was use Adwords’ native reporting. Apples and Oranges Today, however, we have not just Adwords but multiple...
2 April 2018
Definition CPA is an acronym for Cost per Acquisition. Every time a user reaches a Conversion point, this is also known as an Acquisition. Another term for Cost per Acquisition is Cost per Conversion. At Intentional CPA = Cost / (Sum of all Macro Conversions + Sum of all Micro Conversions) Intentional tip...
2 April 2018
Definition Ad Spend is simply the amount of money directed towards advertising for a particular period of time. Most platforms (Google, Facebook, Analytics) refer to Ad Spend as ‘Cost’, so… At Intentional Cost = Ad Spend
2 April 2018
Definition Return on Ad Spend (ROAS) and Value on Ad Spend (VOAS) both refer to the same thing for us at Intentional: Return on your Investment (Ad Dollars). We use ROAS in Ecommerce cases specifically where your Ecommerce platform provides our Analytics with actual Transaction Revenue figures. In these cases, we have a literal Return...
2 April 2018
Definition Conversion Value refers to the Dollar Value that each website Conversion point is worth to you. This can come from either: Transaction Revenue. Direct revenue figure as supplied by your Ecommerce platform, or Goal Values. Dollar figures you assign to non Ecommerce Conversions Macro-Conversion Values will typically be orders of magnitude higher than Micro-Conversion...
2 April 2018
Definition Conversions are important milestones that signify to you that visitors on your website have taken actions that you want them to take. Ordinarily, Brands’ main aim for website visitors is to make one Macro-Conversion. Macro-Conversions Macro-Conversions are the ‘big ask’ we make of our website visitors and can be broken down into...
2 April 2018
Definition Impression Share refers to the percentage of Ad Impressions your Brand received for targeting your are purchasing. For example, a 78% Search Impression Share means your ads are showing 78% of the time your target audience is searching. This is telling you that there are 22% more opportunities available for you to reach your...
2 April 2018
Definition The classic Marketing Funnel refers to where a consumer may be in their journey to being a customer of yours. It is still alive and well today, granted far more complex in terms of measuring given the Cross-Channel, Cross-Device Digital world we live in today. To keep things simple, we reduce the marketing funnel down...
2 April 2018
Definition A terrible acronym, but a powerful feature, Remarketing Lists for Search Ads (RLSA) are the ability to overlay lists to your Search targeting in order to bid differently for members of those lists. A typical example might be to overlay your website Remarketing List over your Unbranded Search campaigns so that if anyone is...
2 April 2018
Definition Negativing, Positiving and Sculpting are regular maintenance activities taken on accounts in order to maximise performance. Negativing Negativing refers to blocking either irrelevant search queries on Search, or poor Placements in Display. Positiving Positiving refers to promoting new keywords discovered by mining Search Query reports into their own SKAGs. Sculpting Sculpting...
2 April 2018
Definition SKAGs (Single Keyword Ad Groups) is a term you may hear us talking about at Intentional. This refers to an Ad Group structure we use for all Search – including Adwords and Bing. True to its name, what this means is that every Intentional Search Ad Group only has a single keyword. Not all...
2 April 2018
Definition Line of Sight is a phrase you’ll often hear us talking about at Intentional. The origin of the phrase came from communicating how best to align advertising with the inner workings of the Adwords Search algorithm. Here Google is trying to align the interests of three parties: 1. The Searcher. If Searchers get quality...
2 April 2018
Definition Paid Search results are those listings that appear at the top of the Search Engine Results Page (SERP) in response to a user’s search query, are paid for by advertisers, and are marked with the word ‘Ad’. Organic Search results are those listings that appear underneath Paid Search listings on the SERP in response...
2 April 2018
Definition Competitor Campaigns refer to when a Brand buys their Competitor’s Brand terms as keywords. Reasons for buying Competitor keywords include: Attempting to lure away your competitor’s target consumers. Users who are searching for Competitor brand terms are near the bottom of the funnel, but are likely to have already (or almost) made up their...
2 April 2018
Definition Unbranded Search refers to when a Brand buys general, non-Brand keywords. Reasons for buying Unbranded Search keywords include: Target the middle and top of the funnel. When we are doing research for a new product/service, we don’t know the domain specific keywords to search for so we start with very generic (even long) descriptive...
2 April 2018
Definition Branded Search refers to when a Brand shows Search ads against its own Branded keywords . Reasons for buying Branded Search keywords include: Highest ROI. Typically, when visitors search for a Brand keyword they are already at the ‘bottom of the marketing funnel’ and are ready to buy. So buying Brand terms ensures a...
Would you set a fox to guard the henhouse? If you’ve been using Facebook and solely relying on their data to optimise, then this is what you’ve actually allowed. Facebook came under fire yet again with their recent admission that they have again been overstating their metrics – the second admission in as many weeks.
Definition Its easy to learn the ‘3 steps to …’ or the ‘5 keys to …’ <insert_lesson_here>. Its easy to learn the ‘how’ yet never know the reason ‘why’. The problem is that as the rate of change of learning and technology increases, the ‘how’ gets obsolete at a faster and faster rate. End result...
What is value? A thing becomes valuable when we perceive we are getting more from it than what we are giving for it. The greater the difference, the greater the value.
Arbitrage exists when information in one market can be used to your advantage in another market before the general public are aware of the imbalance. Arbitrage is perhaps most famously used by stock market and currency traders as they make advantageous trades based on the sentiment at the close of one market before trading...
