The Anatomy Of Back To School Shopping


According to research from NRF and Deloitte, Back To School Shoppers plan to start shopping earlier and Apparel and Electronics are the key shopping categories. The NRF survey estimates total Back To School spending of USD 75.8 billion in 2016. The key shopping destinations are Discount Stores followed by Department stores, while online is the preferred Go-To source for shopping of electronic gadgets and shopping research, with a surge of 30 percent in Online Shopping over last year. Online retailers who offer Free Shipping are preferred by Online Shoppers, according to a survey conducted by Deloitte.

Social Media advertising serves as the primary source of information for users who use social media sites for Back To School shopping.


Shoppers for electronics and electronic gadgets are likely to begin the shopping earlier, while apparel shoppers are likely to complete their purchases later.


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With insights that show the users are increasingly looking for information on their mobile devices, adding location to your campaigns can increase the ROI for your campaigns. 4 in 5 consumers want ads customized to their city, zip code or immediate surroundings.

  • 53 percent look up store locations
  • 37 percent locate a store that carries a particular product
  • 70 percent will make a purchase in-store
  • 60 percent have used location information in ads


Adding Location to your advertising can increase the ROI for your campaigns. Targeting content and Ads with Location of presence or Area of interest, can help you place your ads in a context that increases the local searchers interest. Here are some of the ways you can target users based on location targeting.

Target Users on AdWords based on Geo-location

AdWords allows you to specify whether to show your ads to users by their physical Location of Presence (LOP) or by their Area of Interest (AOI). Location targeting in your campaign can also be done with Radius Targeting that allows you to define your target audience for a select radius.  In one of the Case Studies shared by MOZ, the clicks from locally targeted campaigns increased by nearly 8X.


Target Shoppers With Local Awareness Ads on Facebook

Facebook Local Awareness Ads target users based on geographic locations.  As high as 60 percent of shoppers turn to Facebook to look for information prior to visiting a store.  Creating a Location awareness ad is easy. You can create ads right from your Facebook Page via the Promote button on the top right-hand corner. Target Back To School shoppers with an engaging message to drive In-Store traffic in the target location. You can choose Local Awareness as a campaign objective in Power Editor.




Target Users Based On Geographic location With Custom Audiences 

With targeting on Facebook, the additional fields on Facebook allow users to reach the target audience based on fields that allow advertisers to target Website Custom audiences based on Location. This can be used to create lookalike audiences in any region that you wish to target.

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With Advanced Matching Pixel, advertisers can retarget audiences effectively. Adding an Advanced Pixel, has shown during a beta,  an increase of over-10-percent  in attributed conversions and a 20-percent increase in reach. To add Advanced Pixel, here is a useful guide  for better match rates on the Facebook pixel.

Increase Click-through Rate with Location Extensions on Bing



Bing Ads insights shows that 60 percent of the mobile users are searching online prior to an In-store visit and adding Location Extensions increases click-through by 7 to 10 percent.

Content Marketing Tactics That Move The Needle


Brands view Content Marketing as a priority for Digital, as it engages audiences beyond discovery and increases the conversion rate, as can be seen from Adobe SEM benchmark performance where Click through rate for Mobile and Desktop has increased over the last year. While search marketing Click Through Rate was higher, Social Media interaction rate was lower across verticals except Media and entertainment as per the ADI Best Of The Best benchmark for Top Quintile advertisers in Search and Social Media.


Retail was one of the Verticals where Facebook delivered a better than average performance. For Marketers prioritizing content marketing, a review of post types and formats that drive results is imperative, to get the best results from their advertising spend. Facebook

According to OneSpot, Brands may prefer re-engagement as the tactic that works better creating repeat visitors and generating referrals.


For retargeting or planning content for new audience. here are some content marketing tactics that will leapfrog your content from being ordinary to fabulous.



Use A Popular Saying 

Today’s Food Facebook post for Oreo’s introduction of Strawberry Shortcake flavor, uses and evocative line about audience’s love for Oreo with a caption ” Oh Oreo. we love you just the way you are. you don’t need fancy flavors to win our hearts”. Social Media post content has a similar appeal as the creative messaging that often becomes popular as it resonates with a larger audience.

As the movie quotes work well with message recall, the images have the same effect with imagery that resonates with the audience with the memorability of a popular scene.

Give Audiences A Chance To Feel Special

Featuring a preview of a limited time flavor in your post makes audiences feel special and forges an emotional bond with your fans and social media followers.

The posts from Ben & Jerry’s gives customers a chance to choose the flavor on free cone day. By making the audience feel special, with a free cone offer, Ben & Jerry’s has successfully built an affinity with the audience as a brand that has introduced new flavors and has now provided a chance to sample one of the flavors. With an engaged social media audience, posts on social networks remind audiences about all that s new from their favorite brands.



Create Product Introduction  Posts

Starbucks tweets and posts new product introductions, engaging the Twitter followers. Social networks are the way the audience and customers alike choose to find expressions in their every day lives. promoting your collections and products on social networks works best for re engagement. Customers looking for new ways to find value or choose the best way to express themselves turn to social networks, making them ideal for any brand or publisher to connect and engage the followers.

Brand Resonance With a Context Increases Engagement

Posts that center around a context helps brands create resonance and reach a wider audience as the users are likely to engage with the topic of interest. Including interest tags gets your content discovered with users interacting with offers that they find useful.

Enliven Brand Mascots and Spokesperson On Social Media

KFC has enlivened Col. Sanders with  advertising where Col. Sanders is a comeback hero making it possible for customers to enjoy their favorite chicken in newer ways. Using Col. Sanders as the brand spokesperson. KFC has created social media posts that take customers and fans through a virtual journey of  different montages as Col. Sanders introduces new offers, contests and takes part in national events. As simple as it sounds the social media posts go a long way in creating an emotional connect where audiences are more likely to return for newer posts featuring Colonel Sanders.



Super Bowl 50 Gets The Gold


According to Nielsen’s preliminary results, the telecast of Super Bowl 50 on CBS, which ran from 6:39 ET p.m. to 10:21 ET p.m., drew an average audience of about 111.9 million viewers who tuned in to watch the Denver Broncos battle the Carolina Panthers. The golden anniversary game, in which the Peyton Manning-led Broncos defeated the Panthers 24 to 10, was viewed in an average of 54.3 million homes and had a preliminary 46.6 U.S. household rating. Preliminary estimates also found that 72 percent of U.S. homes with televisions in use were tuned into the Super Bowl 50 telecast—the highest household share since Super Bowl XVI in 1982. According to preliminary estimates for Super Bowl 50 simulcast on ESPN Deportes, 483,735 people (P2+) tuned in.

According to the NFL report on Super Bowl 50 that saw Denver Broncos‘ 24-10 victory over Carolina Panthers recorded a whopping 167.0 million viewers, as per CBS, making it the most-watched single broadcast per Nielsen’s Fast Total Audience Estimates.

Doritos Ad featuring an ultrasound was the most shared ad though according to Visible measures, Ritz Crackers that went with an online only video marketing approach saw the highest reach pre-game.

Top Super Bowl 2016 Ads

1. Ritz Crackers – Big Game Snacks – 29,288,180 True Reach®
2. – #StartStunning – 28,476,601 True Reach®
3. Doritos – Crash the Super Bowl: Final Edition – 27,326,005 True Reach®
4. Hyundai – The Chase – 27,097,018 True Reach®
5. Amazon – #BaldwinBowl – 23,987,112 True Reach®
6. Sam’s Club – Big Game Zen Babies – 23,035,445 True Reach®
7. TurboTax – It Doesn’t Take A Genius To Do Your Taxes – 22,313,206 True Reach®
8. Axe – Find Your Magic – 20,351,406 True Reach®
9. T-Mobile – Super Bowl 2016 – 17,866,261 True Reach®
10. Heinz – Wiener Stampede – 13,937,414 True Reach®

According to the official YouTube blog, the most watched ads were:

Top Trending Big Game Ads on YouTube based on views (as of 2/8 3 a.m. ET)

  1. Hyundai – The Chase – Hyundai Super Bowl Commercial | The 2017 Hyundai Elantra
  2. Pokémon – #Pokemon20: Pokémon Super Bowl Commercial
  3. MINI USA – MINI USA | #DefyLabels Big Game TV Spot
  4. Hyundai – First Date – Hyundai Super Bowl Commercial | The 2016 Hyundai Genesis
  5. Mountain Dew – Mtn Dew Kickstart: Puppymonkeybaby | Super Bowl Spot
  6. Hyundai – Ryanville – Hyundai Super Bowl Commercial | The 2017 Hyundai Elantra
  7. Axe – AXE – Find Your Magic [60 second version]
  8. Doritos – Doritos® Crash The Super Bowl Finalist – Ultrasound
  9. Snickers – SNICKERS® – “Marilyn”
  10. Doritos – Doritos® Crash The Super Bowl Finalist – Doritos Dogs

Salesforce tracked over 19 Million conversations about the game, with Doritos as the leader at 141852 mentions followed by Budweiser at 81890 mentions.


Super Bowl In Search

According the Official YouTube update, there was a reported 1,000 percent spike in search interest in Beyonce after the halftime show. Meanwhile, searches for “Longest punt return” spiked 8,000 percent in the first quarter of the game.
Top Searched Moments of the Super Bowl
  • Beyonce performing “Formation”
  • Lady Gaga performing the National Anthem
  • Jonathan Stewart scores touchdown
  • Brandon McManus scores field goal
  • C.J. Anderson scores touchdown

YouTube Ad Blitz lets you vote for your favorite advertising. Go ahead and share the glory, vote for your favorite advertisement.

Five Steps For Dynamic Search Advertising On AdWords


Google’s Dynamic Search Ads are ideally suited for brands and retailers, looking at advertising a select range of products. With Dynamic search ads brands are not required to further zero in on the best performing Keywords, rather the search ads are automatically generated based on the product pages, that are updated.

Dynamic Search Ads now allow you to choose Marketing objectives, that can be combined with remarketing campaigns.  You can choose the Marketing objective from sub-campaign types.




Steps For Setting A DSA Campaign

Choose campaigns for Search Network only under the Campaigns tab.


Within Search Network Tab Choose Dynamic Search Ads and enter Campaign Name.


In the Dynamic Search Ads section, enter your domain and the language corresponding to the pages you want your ads to target.


You can add an Ad group that allows you to spell out the lines you would like to use in the Search Ads, thereafter DSA’s automatically regenerates the Ad copy. You will be required to populate the URL where the product feed is hosted and the URL that you are going to use to track the campaign.

You can also choose to add different variations of ads to decide on the most effective creative.

If you would like to add more Dynamic Search Ads to the ad group of the campaign or to change rules, created:

  • Click the Ads tab from the ad group you created for your Dynamic Search Ads campaign.
  • Click the +Ad button (as seen below)


For categories that you wish to target for there are recommended categories that you  may wish to opt for.  To add more categories, select the categories that you wish to add. By hovering over the dialog icon to the right of category name, You can see sample pages and ads for each category.

To target only certain webpages, select Use specific webpages (advanced). You can target the webpage URL that contains the page content for the products by including the page URL in the rules.

 Dynamic search Ads allow you to choose Marketing objectives, that can be combined with remarketing campaigns.  You can choose the Marketing objective from sub-campaign types.