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Tag: client insider

  • What Does “Optimize” Really Mean? – January Client Insider

    What Does “Optimize” Really Mean? – January Client Insider

     

    Trust your Marketing to a Team, Not a Machine

    Expert oversight, constant adjustments, and data-driven strategies to drive results.

    Success in advertising requires more than just automation—it takes a human touch. Ever wondered what goes into managing your campaigns?

    Your management fee is an investment in expert-driven strategies to deliver results consistently, not just a line item on an invoice. While tools like Google Ads offer advanced automation, such as automatic bidding, they require expert oversight to ensure lead quality and maximize ROI. That’s where our team comes in.


    Here’s what your management fee covers:

    1. Ongoing Campaign Optimization: This isn’t a one-and-done setup; it’s an evolving process requiring human expertise to refine ad copy, targeting, and strategy based on real-time performance.
    2. Data-Driven, Professional Management: Our certified professionals leverage their expertise to monitor and adjust your campaigns, pairing the power of automation with expert judgment for maximum ROI. They use your data—like lead quality ratings and offline sales, which automated campaign tools often can’t access—to make adjustments that will impact your bottom line.
    3. Fresh Creative Insights: The best ad campaigns creatively evolve. Our optimizations include testing multiple ad variations, identifying the most resonant messaging, and creating new ad materials and messaging to enhance results.

    Why does this matter? Machines are powerful, but they can’t replace the insight of the skilled Search Influence marketers who manage your campaigns.

    Ready to optimize your success in 2025? Reach out to your Account Manager today to discuss new digital advertising channels to expand your reach.

  • Cookie Tracking 101 – November Client Insider

    Cookie Tracking 101 – November Client Insider

     

    Digital advertising targeting is changing, and it’s not as scary as it might sound.

    You may have heard chatter about the “death” or deprecation of third-party cookies. Today’s Client Insider will help you better understand what this means and how it’s changing the world of digital marketing and advertising.

    Background

    For years, browsers have explored suppressing third-party cookie-based tracking on websites. Safari was first, and Google Chrome was expected to follow in 2025. Google, however, announced alternative plans: instead of deprecating third-party cookies, Google Chrome intends to let users make an “informed choice” about how they are tracked (there is no timeline for this).

    The good news: Search Influence and our clients do not rely solely on third-party cookies for targeted advertising or tracking. For example, first-party data collected directly from interactions on a client’s website is a key component of our campaigns. This data is more reliable and privacy-compliant than third-party cookies, allowing for effective conversion tracking within the client’s digital properties.

    We view the phasing out of third-party cookies as an opportunity to adopt more sustainable, privacy-friendly practices that strengthen customer relationships and trust.

    Impact

    Two key elements are affected:

    • Targeting: Advertising platforms can still target some users based on data gathered by cookies, but it will be limited.
    • Conversion Tracking: Tracking conversions in the future will require more client involvement. Your account manager will speak with you about upgrading your conversion tracking as needed.

    To ensure our client campaigns remain effective, Search Influence routinely uses and explores alternative methods for tracking and targeting, such as first-party data, contextual advertising, and browser-based tracking solutions like Google’s yet-to-be-released Privacy Sandbox. See “What’s next?” below for more.

    What’s the difference between first-party cookies and third-party cookies?

    First Party Cookies Third Party Cookies
    What are they? Tracking code that a website owner places on their own site. The website owner receives the data. Tracking code for companies other than the website owner. The data is shared with the third party.
    Examples Google Analytics
    Meta Pixel
    Advertising Conversion Pixels / Tags    		 Advertising Networks
    Data Companies
    Meta Pixel (first and third-party cookie)
    How is the data used? Understand your website’s visitors and user behavior; remarket to your website visitors Drive interest-based targeting; understand user interests and behaviors across sites
    Who collects the data? Data is collected by the website you are currently browsing Data is collected by other companies/websites (like ad and data platforms) that track users across multiple websites or devices
    Are these cookies suppressed by browsers? NOT impacted by the deprecation of cookies Impacted by the deprecation of cookies

    What’s next?

    What is Search Influence doing to keep clients’ digital ads effective?

    • Targeting based on first-party data
    • Leveraging other targeting that doesn’t rely on third-party cookies, including contextual targeting, addressable geo-fencing, and campaign audience retargeting
    • Upgrading conversion tracking
    • Staying tuned in to platform updates and adapting quickly as new options are available

    What can you do?

    • Maintain and grant us access to up-to-date CRM records
    • Score your leads so the data can fuel your campaigns to drive more high-quality leads
    • Allow access to our team to set up server-side tracking

    Final thoughts

    This isn’t the first major disruption to ad tech. Platforms will adapt to protect their revenue and provide effective advertising services to businesses.

    Your Search Influence team is also ahead of the curve! In our almost 20 years, we’ve navigated countless industry changes and algorithm updates to serve our clients and meet their goals. Thank you for trusting us to navigate yet another change for you!

    If you want to geek out with us, you can learn more about the details in this blog post.

  • How Search Influence Uses AI to Improve Your Ad Results – April Client Insider

    How Search Influence Uses AI to Improve Your Ad Results – April Client Insider

    Unlocking Conversions: Meta and LinkedIn Introduce Advanced AI Targeting

    Discover how predictive audiences and Advantage+ targeting can elevate your advertising campaigns.

    AI for paid campaigns

    New Meta and LinkedIn AI Features Help “Find” Conversions

    As part of our ongoing commitment to optimizing your advertising campaigns, we’re excited to introduce you to the powerful AI features offered by Meta and LinkedIn, designed to help you reach and convert your target audience more effectively.

    Predictive Audiences with LinkedIn Ads

    On LinkedIn, we can leverage predictive audiences, a feature that expands your campaign’s reach by creating an audience predicted to perform actions similar to those within your source data.

    We work with you to curate a list of existing contacts you have that represent the ideal customer – this could be high quality leads or high quality clients/customers. LinkedIn combines your data source and LinkedIn’s AI to automatically generate a new custom audience that has more potential to convert.

    Advantage+ Audiences with Meta Ads

    In addition to LinkedIn, we’re excited to introduce Meta Advantage+ audiences, which harnesses Meta’s advanced AI capabilities to find your audience. (P.S. Meta = Facebook and Instagram.)

    Meta’s AI utilizes a wealth of information including past conversions, pixel data, and interactions with previous ads to continuously refine and evolve your audience targeting. You can rely on Meta’s AI to find your audience, or provide specific information about the people you want to reach. Meta prioritizes audiences matching your suggestions before broadening its search.

    By testing AI-driven targeting in your campaigns, you can expect improved results! We are working these features into our clients’ campaigns where relevant to test their power to drive more conversions within your budget.

    AI has been driving success in your campaigns for years

    Over the years, AI has revolutionized advertising, reshaping how we connect with audiences and optimize campaigns – in Google, Meta, LinkedIn, and programmatic digital advertising.

    AI has evolved to deliver personalized ads, enhancing relevance. Predictive algorithms forecast trends and behaviors, enabling data-driven decision-making, while dynamic creative optimization tailors ad content in real-time to maximize engagement and conversion rates. Now we are testing new audiences created using AI to drive conversions!

    At Search Influence, we continue to adjust our campaign best practices and processes to leverage AI’s potential to drive your advertising success.

    Have questions about AI in your campaigns? Chat with your account manager to understand more!