Adlucent

Just like anything in digital marketing, Performance Max campaigns are not one-size-fits-all. So when Global Healing came to us to diversify and reach new audiences beyond customer loyalty, here's what we did. The Challenge: Despite accumulating a substantial and loyal customer base over 25 years, Global Healing faced the challenge of sustaining growth in a highly competitive vitamins and wellness industry. Acknowledging that customer loyalty alone couldn’t guarantee sustained competitiveness, Global Healing was ready for a new approach. The Approach: Adlucent devised a comprehensive Performance Max (PMax) strategy comprised of two pivotal components: 1️⃣ Bidding Strategy: Divide PMax campaigns into two categories: acquiring new customers and targeting existing loyal ones. This enabled a balanced, targeted approach. 2️⃣ Campaign Structure: Scale PMax campaigns by organizing them around top-selling products, opportunity items, bundles, and health benefits. This helped promote trends and target new customers effectively. The Result: With Adlucent’s meticulously implemented PMax strategy, Global Healing outperformed its marketing goals with a 99.8% increase in revenue year-over-year (YoY) and a 72.1% increase in Return on Ad Spend (ROAS). Additionally, first-time purchasers grew 33% from December to January. #pmax #PerformanceMax #PaidSearch #digitalmarketing

If you were to ask us if we like stand-up with BarkleyOKRP, we would say, "We love it." But if you were to ask us on a deeper level... We'd tell you it's what keeps us going: the thought of DJ Jonisthenewblk electrifying our collective spirits as we kick off another all-company gathering. A gathering where we dream big dreams, celebrate wins, and set our sights on the horizon. It brings us together and sends us off - ready to rule the world.

This week, Google announced updates for search ads query matching and brand controls, including 1️⃣ brand exclusions and inclusions, 2️⃣ wider coverage for negative keywords, and 3️⃣ improved search term aggregation and reporting. We spoke with Brandon Koppy, Senior Performance Director, to learn what this means for the future of paid search. "In a vacuum, these are all good individual features to roll out. But in the context of everything else Google is doing, it confirms the assumed trajectory towards less and less granular control/visibility, for better or worse." And we don't know about you, but we like to avoid the worst. That's why we build tech that allows digital marketers to bring control to automation. Are you worried about the impact of these updates? Share your thoughts in the comments, and let us know if we can help you maintain control of your campaigns. https://lnkd.in/gKBZ5qQn? #paidsearch #digitalmarketing #performancemarketing

Walled garden attribution is making things worse, not better. It’s fair to say that advertisers like you face their share of significant challenges when trying to manage attribution across different platforms like Meta, Google, and CTV. But don't fret; a triangulated approach between three inputs can help you navigate these walled gardens. 1️⃣ Business KPIs (key performance indicators) Business KPIs, such as YoY (year-over-year) revenue, should be one of the key factors in determining if a particular tactic or channel is driving the expected outcomes and whether investment should be altered. Over-reliance on click-based MTA (multi-touch attribution) models can lead to business contraction. 2️⃣ Incrementality Testing Incrementality testing involves running A/B experiments or test and control setups among statistically significant sample sizes. This approach provides precise elasticity of what a particular channel or tactic offers (e.g., 10% incremental new customers). However, incrementality tests can only account for the inputs they have and can take time to provide results. 3️⃣ Media Mix Models (MMM) MMMs are models trained on historical channel spend and impact, such as daily store revenue. They are great for providing correlation, indicating expected results based on spend. However, MMMs are limited by causation, which is why continuous training with the results of incrementality tests is crucial. Want to learn more? Join our SVP of technology, Matt Zeiger, in our latest blog: https://lnkd.in/gcDbQE6S #WalledGardens #Attribution #DigitalMarketing #DataPrivacy

It’s hard to keep up with the seismic shifts of social media these days, but don’t stress. We’ve got you. Our State of Social report will help your brand keep a thumb on the pulse and pace of change in social media. Find out where social has been, where it is now, and where it’s going so you can prioritize your organic and paid efforts and build long-term strategic partnerships to reach your audiences. Check out the full report here: https://lnkd.in/gEuVnHha #SocialMedia #DigitalStrategy #ModernConsumers

Traditional TV is taking a backseat to CTV + OTT. And we have the stats to prove it... ❇ According to eMarketer’s latest report, connected TV (CTV) households will reach 115.1 million by next year, more than doubling the number of traditional pay TV households, which are expected to decrease to 56.6 million. ❇ 82% of all US households pay for one or more video streaming services. ❇ eMarketer reports that Connected TV (CTV) is the most rapidly expanding advertising channel in the US among all the formats they monitor. Forecasted to increase by 22.4% & reach $30.10 billion in 2024. ❇ 64% of broadband households have a smart TV in their living room, with nearly all of these TVs being directly connected to the internet. Want to learn more about the CTV / OTT publisher matrix? Download our guide today: https://lnkd.in/gVS-vWYC #DVP #CTV #DigitalMarketing #OTT #ConnectedTV

We are headed to eTail™ East! From August 12-15, 2024, in Boston, visit us at Foyer Space T20 to hear how we partner with our retail clients to achieve breakthrough performance, including an impressive 18% improvement in return on ad spend in just one year. Book a meeting today: https://lnkd.in/g47ebDr2 #eTailEast #digitalmarketing

EMARKETER's latest forecast found that growth in retail search will outpace its traditional counterpart. "The predicted boom in retail media search ads is a game changer for digital retail marketers," says Jennifer Sayroo, Senior Account Director at Adlucent. "It's a great opportunity to adapt and succeed in a shifting market. By zeroing in on retail media, using AI advancements, and making the most of data-driven insights, marketers can boost business growth and stay on top of industry trends." https://lnkd.in/gpCjpnug

Navigating the CTV / OTT publisher matrix can be challenging. So, let's start with the basics. What is the difference between an open and closed environment? The critical difference lies within the content offerings and delivery models. For example, Netflix is a closed on-demand streaming platform focused on curated content without live TV. On the other hand, Hulu Live TV and YouTube TV offer a more open environment by combining on-demand streaming with live TV channels and real-time broadcasts, including advertisements during live programming. Want to dive deeper? Download our resource today and dominate the publisher matrix tomorrow. https://lnkd.in/gVS-vWYC #DV360 #CTV #ConnectedTV #OTT #ProgrammaticAdvertising

When we say BarkleyOKRP eats, sleeps, and breathes the #AddGood mantra, we mean it. We are proud to be a part of a B Corp Certified agency.