Michael Pollack

📣 Several #HMPS24 sessions underscored the importance of performance marketing and SEM (paid search) as a primary driver of patient acquisition. 👇 Here are 10 SEM components that contribute to competitive leverage and separation for patient acquisition: 1) Historical Data Volume SEM is a data science - the more campaign data sets available for a specific service the more knowledge available to apply to current campaigns. When data depth is lacking SEM campaigns can suffer from over-experimentation, sub-optimal structure and numerous inefficiencies. 2) Time The longer a campaign runs, the better it can perform and the more optimizations can be implemented and leveraged for similar campaigns. Lack of campaign duration or intermittent starts and stops will trigger the learning phase and work against prior optimizations. 3) Solid Keyword Strategies Choosing the right keywords is at the heart of SEM campaign performance. Understanding the right combinations and variations of keywords will yield the best results. Extraneous keywords can hurt a campaign just as much as missing keywords. 4) The Right Negatives A primary ingredient of highly efficient SEM campaigns is the judicious use of keyword negatives. Keyword negatives keep erroneous search terms from bogging down campaign performance. Having a highly strategic negative keywords list that is constantly monitored and updated is essential. 5) The Right Targeting There is an optimal way to run SEM to build meaningful engagement that generates relevant ad clicks leading to conversions. Large budgets aren’t a necessity, but you need a properly-sized budget that is aligned with your targeting and goals for best results. 6) Managing to Benchmarks You can’t hit a target if you don’t know what to aim for. Having a broad set of campaign benchmarks to manage against provides performance context and can highlight potential performance issues. 7) Proper Bidding This is by far the most difficult and underappreciated facet of SEM. The right bidding strategies are like making the right day-trading investment decisions. Get it right, it will pay off in spades. Get it wrong, you are essentially burning up your investment with no return. Special technology can be built incorporating proprietary bidding algorithms to manage this highly complex process.  8) True Conversions SEM campaigns must have well-defined and strong CTAs to run efficiently. Solid conversion strategies where ad respondents take meaningful and measurable action is a must 9) Intelligent Optimizations Having experienced SEM managers along with the right technology is a winning combination. Campaigns need continual attention, but not fiddling. 10) Tracking HIPAA compliant conversion tracking is essential and creates the necessary feedback loop to inform both Google’s algorithm and the bidding technology algorithms. Campaigns can perform up to 3-times better when conversion tracking is integrated with bidding technologies.

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This is a great read! Check out this report from Mars United Commerce that evaluates the benefits of multi-touch attribution vs. marketing mix modeling in understanding the impact of your connected commerce strategy: https://lnkd.in/gZq6fKdg

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A smart move by Colgate-Palmolive. It's not that people don't want to share any of their data - they want a fair exchange of value in return (and they want to be the ones to make the decision, not the other way around). “We’re not collecting data just to have it. It’s important that there’s a reason behind everything we collect – a value proposition.” #FirstPartyData #DigitalMarketing

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AI continues to be a powerful catalyst for innovation in the retail industry. And as Gen Z sets new benchmarks for consumer expectations, it's crucial for your marketing efforts to adapt accordingly. https://okt.to/SzkRDj #ai #commercenext2024 #genz #retailtrends #futureofretail

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"The real power of #AI isn’t replacing humans—it’s supercharging humans," says Merkle’s Global President Pete Stein. Read how this emerging tech is providing businesses with better insights and #CX in Forbes: https://bit.ly/3ORBxvE

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The Mars Agency's Lindsey Simcik and Kristin Wall joined over 800 practitioners last week for the Salsify Digital Shelf Summit in Nashville, Tennessee, to network and gain insights into the evolution of the omnichannel space. Across the different sessions, five themes emerged: 🧠 Artificial Intelligence 📋 Product Quality ⚖️ Data Governence 📊 Measurement 🌱 Digital Transformation Get their key takeaways here 👇

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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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Frederick Stanichev, LiveRamp’s VP of Sales at LiveInsights, reveals how LiveRamp is making data collaboration simpler and more effective for commerce media. Watch the interview to learn how you can elevate your commerce media efforts!

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"Warner Bros. Discovery saw TV advertising fall 13% in the third quarter of 2023, to $1.71 billion. Paramount Global registered a 14% dip in the same category, to the same figure, while NBCU logged a decline of 8.4% to $1.91 billion. Disney noted “a decrease in advertising revenue” at ABC and its local TV stations and “a modest increase in advertising revenue” at ESPN and around its other sports programming. Even Fox, which relies more directly on sports, saw its overall ad revenue fall by 1.6%. These results challenge the conventional wisdom that TV advertising will grow even with declining ratings because major advertisers can’t resist the power of the medium’s mass-market reach. Many observers were surprised to see the double-digit drops at Paramount Global and WB Discovery, both of which are heavily dependent on big bucks from ads to bolster the bottom line." by Brian Steinberg https://lnkd.in/gzdhFfTF

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Fascinating insights in this new blog from Circana! Some highlights: 💡People are shopping and eating differently — for reasons that don’t uniformly apply. You need to show up for different consumers in different ways. 💡Affordability and convenience matter more than ever. Price and promotions may drive traffic, but relevance wins loyalty. 💡The fight for future market share starts now. Staying relevant 365 days a year means taking a full 360-degree view of consumers, demographically and beyond.

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Sponsorships can work great, but they're not a slam dunk. The key to success is proper measurement - check out our latest ROI Genome report which includes best practices and guidance for more successful sponsorships!

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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At #ShoptalkFall, dentsu and Merkle's Holden Bale will unveil exclusive data and insights on the future of retail and “unified commerce,” including growth forecasts and consumer shopping behavior. Check out the full agenda here: https://bit.ly/4eT813C

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Investing in Retail Media? Check out our latest ROI Genome Flash report here!

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From writing catchy taglines in advertising to now being a chief marketing oficer, it’s been quite the journey. Some say it’s a natural evolution; I say it’s just a longer title to fit on my email signature. Thank you Kashmeera and Storyboard18 for this interaction. Nuvama Group #LetsDoItRight #CareerJourney #MarketingLife #BrandBuilding #GrowthMindset

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At #ShoptalkFall, dentsu and Merkle's Holden Bale will unveil exclusive data and insights on the future of retail and “unified commerce,” including growth forecasts and consumer shopping behavior. Check out the full agenda here: https://bit.ly/4dqNiD7

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How is your brand dealing with the 77% of loyalty program members who sign up and never return? This is the first in a new blog series I am writing called “The Thinker’s Guide to Loyalty.” If you manage a program today and want to chat about it, look for a FREE consult link in this blog as well! Brandmovers #loyalty #loyaltyprogram

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