Obility Digital Trends – May 2017

06.06.17 // Melissa McNamara

We’re starting a monthly round-up of the most interesting digital marketing news from around the web. From Googles in depth Quality Score Reporting to exciting new targeting capabilities through LinkedIn, we saw some great stuff roll across our news feeds in May! Read below for our top digital marketing highlights:

Gain Deeper Insights with Improved Quality Score Reporting
Summary: AdWords has rolled out changes to quality score reporting, allowing for increased visibility and insight into trends. Starting May 15, historical quality score can be viewed, but will not be available for dates earlier than January 22, 2016. There will now be more detailed quality score metrics: Expected CTR, Ad Relevance, and Landing Page Experience.

Action: Obility is really excited about this update! Subject Matter Experts will continue to monitor Quality Score closely. The reporting will allow a more granular look at how this could be impacting your account. We will use this data to isolate areas for improvement across keyword categories. The segmentation of the quality score metric will allow us to identify which area – ad copy or landing page – will allow for the greatest improvement.

Google is rolling out changes to AdWords Ad Rank thresholds
Summary: While ad quality continues to play a very important role in the Ad Rank calculation, this particular improvement adjusts the thresholds so that bids may carry a larger weight in Ad Rank than in the past for some queries. You may notice that on these queries, even though you continue to have high keyword Quality Scores, that you experience a change in your core ad metrics.

Action:  Obility is constantly monitoring ad rank across accounts and actively making bid adjustments based on the competitive landscape and performance metrics. This update coincides with the quality score changes mentioned above and Obility will continue to review position and the impact that it has on the quality score at the keyword level across all client accounts. 

Introducing LinkedIn Lead Gen Forms
Summary: LinkedIn has announced a new solution to drive high quality leads from your Sponsored Content campaigns. This includes a lead generation form that automatically fills in profile information from LinkedIn when members click on one of your ads from their mobile devices.

Action: The Obility Paid Search and Social departments are excited about this new development! We will be testing LinkedIn lead gen forms with clients that make sense to use this tactic for. As we gather more data on the impact we will make decisions around implementing across all client social campaigns.

Introducing LinkedIn Matched Audiences
Summary: Matched Audiences is a set of targeting capabilities that can be used in a few ways, Website Retargeting, Account Targeting & Contact Targeting by combining their professional data with your own first party data.

Website Retargeting: Website Retargeting lets you create target audiences from your website visitors to nurture them with always-on campaigns.

Account Targeting: With Account Targeting, you can securely upload a CSV list of company names and match that against the nearly 12 million company pages on LinkedIn. This allows support for your account-based marketing programs by reaching decision makers at your target companies.

Contact Targeting: Through Contact Targeting, you can securely upload a CSV list of email addresses or connect directly to Marketo, Oracle Eloqua or LiveRamp platforms, to import lists of contacts.

Action: Obility will be implementing tests with specific clients that are a good fit for these new targeting capabilities. Once data has become significant and success or failure has been determined we will report metrics and roll out to all clients that are interested in testing.

Marketing Technology Landscape Supergraphic (2017): Martech 5000
Summary: The 2017 edition of the Marketing Technology Landscape has been released and it grew again this year! 5,381 solutions were added that is a growth of 39% from last year. Here at Obility we have this hanging above our water cooler. Take a peek at this fun graphic and see if your company made the cut! If anything it makes for good conversation.


About Melissa McNamara

Melissa McNamara is a Senior Customer Success Manager at Obility, serving as the primary point of contact for Obility's enterprise clients. Melissa's background includes marketing in Radio, TV & Digital. In her spare time, Melissa enjoys spending time traveling with her husband Sean and their 2 year old son Mason! View all Melissa McNamara’s posts >