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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 during these areas is always to start conversations with our peers. Weekly, we’ll throw a few DARTs on the wall and hope you’ll join the conversation. This can include interesting things we find, are thinking about, or are actively using inside our digital marketing campaigns. We hope which our short updates will spark some inspiration after having a long week.

AdVenture Media Group Accepted 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 PPC company, this new accreditation is actually a nod to our own efforts as an agency having an advanced knowledge of the many Google advertising products and delivery of exemplary results through our substantial customer base.

Search Talk Live. Earlier this week, I used to be a guest on the popular digital marketing podcast, Search Talk Live. I joined hosts Robert O’Haver and Caleb McElveen to talk about the wonderful topic of remarketing. Through the hour-long interview we covered a lot of ground including the behavioral psychology of web surfing, dynamic remarketing, advanced audiences in Google Analytics, RLSA, managed placements, and also a marketing conspiracy theory (much more on that below). You have access to the podcast through their site, iTunes, or wherever else you get your podcasts.

Google Shopping Strategy We’re Recommending:

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

Google Attribution Update We’re Thrilled About:

Dynamic Number Insertion. Since 2014, DNI has become a answer to track the strength of AdWords in driving telephone calls to a business. Here’s the way it works: A personalized JavaScript function would fire on your own landing page each time a user enters your web site through AdWords ad. The code scans the page seeking your business’ phone number, and changes the telephone number to some Google Forwarding Number. The Google Forwarding Number is unique to every visitor, so if that number is called (then forwarded for your business line), Google would attribute that call as being a conversion to your AdWords campaign.

It’s quite effective, but up to now it’s been a genuine pain in the butt to put together since there were three confusing code changes that the developer would have to implement on the site. The code would often get altered as clients updated their websites, and it also had not been easy to set this up through Google Tag Manager.

Google has updated the DNI implementation process. When designing your call conversion code inside the AdWords dashboard, you may now just drop in the business phone number and it will produce a Javascript function that can do all of the hard work for you. Now you can 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 hearing us. We’ve been keeping tabs with this for many months now, and I’m finally with a point where I could speak about it publicly without sounding such as a crazy person, hopefully. Most of us are completely convinced that Instagram (owned by Facebook), is using their microphone feature to pick up on keywords in your offline conversations and tailor ads for you according to a matching algorithm.

People in the market have enough of the comprehension of how this technology functions to suggest that there is not any explanation or coincidence for the fact that we’re seeing ads for brands and merchandise we’re referring to offline. We also want to allow it to be clear that people genuinely have nothing to be concerned about, but more about that later.

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

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

Making this not to imply that we’re at risk, or that we have anything to be concerned about. Our lives are going to become increasingly more entrenched in artificial intelligence, and we’re happier visiting terms with this fact (if you utilize Google Maps to have around or have ever used Spotify or Pandora, you’re secretly a massive fan of AI, even when you don’t are aware of it yet).