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Total Media Solutions: A look at the onboarding process for agencies and brands

Vera Yanovskaya, April 6, 2022

onboarding process, strategy, automation, buy side, training, creative services

At Total Media Solutions, we use our vast experience and in-depth knowledge of marketing and advertising best practices to help our clients achieve their marketing goals through Google Marketing Platforms. 

We strive to make your onboarding process quick, efficient, and smooth, prioritizing initial training sessions and technical support. Our structure encompasses education, preparation, and ongoing support to ensure your best foot forward from the start, knowing that our Buy Side team is with you every step of the way.

Clients often ask us for more details regarding our onboarding process so they know what to expect when they partner with us. With that in mind, we’re going to share more about who we are, the types of clients we work with, and the services we offer.

Total Media Solutions in a nutshell

Total Media Solutions is an established global digital and mobile advertising technology and solutions provider specializing in buy and sell-side ad technologies. We are proud to be one of only nine global companies that has earned the status of being both a Google Certified Publishing Partner (GCPP) and Google Marketing Platform Sales Partner. 

On the buy-side, we offer our clients access to the Google Marketing Platform (GMP), which includes Display and Video 360 (DV360), Campaign Manager 360 (CM360), and Search Ads 360 (SA360).

It’s important to note that we are not an advertising agency. What we do is provide marketers with best-in-class onboarding, training, consulting, and support for the Google Marketing Platform. The advanced knowledge, strategies, and advice we share help our clients achieve the best possible advertising results for their company. 

The clients we work with

Our Buy-Side team works with advertising and marketing agencies and brands. Our team has extensive experience working with companies across various industries, some of which include tourism and hotels, retail, gaming, Fintech, beauty, consumer goods, and entertainment. We work with small and medium-size brands, from one-person marketing teams to entire departments, and can provide expert advice for those new to advertising or share advanced knowledge with more experienced teams. 

Services for agencies and brand advertisers

We offer six core services that you can utilize depending on your needs. We know that every company is unique and has different levels of expertise, so we’re here to supplement your knowledge, whether that entails getting you set up with the first stages of Google tools or filling in the gaps for more advanced teams.

Onboarding

Onboarding clients is the first step. During this phase, we review your business strategy, provide advice as to which Google marketing products will be the right fit, and deliver a marketing strategy designed to meet your KPIs.

Training

To ensure clients will be successful, we host two tailor-made training sessions for agency teams, partners, or end marketers so they can meet business goals such as building brand awareness, generating new leads, and acquiring new customers.

In the first session, we cover the basics, including how to open an advertiser account, implement the GMP platform, create a campaign, define targeting, and set up Floodlight. We’ll also review all the DV360 tools that help you launch campaigns. If you’re already using Google Ads and DSPs but are interested in expanding your traffic sources, we’ll assist with the proper setup.

In the next session, we share more advanced knowledge of the platform, campaign optimization tactics, and analysis tools, such as a standard report, IAR report (inventory availability report), Floodlight report, YouTube report, and more.

Experienced clients can gain immediate access to GMP and get things rolling independently without training, although we’re always ready to assist if any issue arises.

Strategy and Operations

Our Buy-Side team thoroughly examines and audits your campaign structure and performance, identifying aspects that can be improved and optimized further. We provide an actionable strategy that gives a holistic view of the overall customer experience with recommendations for generally improving that experience across specific channels and touchpoints.

Creative Services

Our creative services offering covers two fundamental marketing aspects. We can put together a strategy or go ahead and create high-value, high-performing audiences tailored to your needs. We’re happy to consult with your creative team if you have one, or we can produce campaign creatives and data-driven dynamic creatives for you.

Managed Services

If you’re short on team members or time, take advantage of our in-house experts with our fully managed service options. Our team can take on and deliver a range of marketing-related services, including creative development, media management, digital analytics, and more.

Automation

Automating repetitive and time-consuming tasks can be a productivity game-changer. We can design and deliver reporting frameworks and easy-to-use dashboards to help your marketing team identify patterns, optimize campaigns and budgets, and make smarter data-driven business decisions.

Ongoing Support and Education

Google algorithms, products, requirements, and rules constantly change. As a certified Google Partner, we are often the first to know about those upcoming changes. We share that information with you and help you prepare, update or change course as needed, keeping you ahead of the curve. We are a click or a call away if you ever need additional training, technical support, or advice.

Take the next step

Google Marketing Platform helps advertising agencies, brands, and media buyers plan, buy, measure, and optimize their digital media and customer experiences in one place. We’re here to make every stage of that process easier and provide all the guidance and assistance necessary to help you make the most of your ad spend. Your success is our priority!

Curious and want to learn more? Ready to get on board? Get in touch with our team, and we’ll be happy to help you reach your business goals.


About the author Vera Yanovskaya is a Senior Client Success Manager at Total Media.  You can contact Vera by email or on LinkedIn

5 creative techniques for creating effective ads for HPC products

Yosi Cemel, January 31, 2022

HPC products, home & personal care, HPC industry, best creatives

The home & personal care (HPC) industry is very lucrative. In 2020 it was a $483B industry, in 2021 it jumped to $511B — and with an annual compounded growth rate of 4.75% worldwide — it’s predicted to exceed $716B by 2025, and $784.6B by 2027. With this huge business opportunity, it’s no wonder that there are so many players in this industry, and the challenge is to differentiate oneself from the competitors. 

Part of this challenge is in finding new ways to advertise these products because they are so widely used. But we’re here to help. We have studied the latest advertisement industry trends and tactics of top-performing home and personal care advertisers and would like to share with you our insights so your creativity can stand out! 

Avoid complexity!

Product quality is one of the main criteria consumers use to judge products, yet the need for a creative message is also crucial. Regardless of the content of your ad, it always helps users to simplify the language or concept with easily understandable words instead of complex terms. Rather than explaining the technical aspects of a product, starting from a universal experience that everyone can relate to, will lead you down the right path.

For example, rather than explaining the technical aspects of their product, Liquid Plumr, explains it in a direct test based on a universal experience. In place of explaining the product to the viewers, this advertisement shows what the product can do.

Make sure you understand what matters

Instead of trying to address the entire marketing funnel with a single ad, you can use ad options that will get you to a specific goal. If your goal is short-term sales and performance, the most effective ads are those that focus on products. If, however, you’re looking to do brand building, ads that use a longer, more creative story tend to be more effective. Consumers want to see that the product suits them and their lifestyle.

Launching a new vacuum cleaner model, Bosch has created a 20-second ad that shows the product in action and focuses on one key feature. This was an approach that proved effective in increasing sales in the short term.

The ‘me’ inside of us

Personal care products are personal, consumers want to see that the product suits them and their lifestyle. Think about the characters you will include in your campaigns to reach all of your consumers. Incorporating more ethnicity, age, and gender will create more interest and help consumers identify with your brand’s products.

All Good, a diaper brand, managed to attract parents with this campaign. In the campaign, they show all kinds of families from different races, ages, and family structures, emphasizing that many difficulties parents face are universal. The audience can establish a real connection with the brand because they have been recognized and acknowledged.

Create a story

Users do not always form strong emotional bonds with products. This is especially true for everyday products used in household and personal care. Building those bonds is important and can help the brand stand out. A story created with creatives that go beyond the product can be very successful in capturing consumers’ attention.

Veet France‘s campaign features compelling short stories of various women lying in bed with their friends, attending a summer evening party, laying on the lawn, and admiring their body hair. Showcasing a variety of body types and body hair, the ad tells a story of the many different ways one can express one’s femininity.

Try using the sound of the product to promote your ad

Using your product’s audio in your ads can bring back memories to customers, help you put things in context, or increase the impact of your message. While audio is one of the most effective ways to increase brand awareness, it’s not a very well-known resource in video ads. Using audio increases the impact of brand names and your messages. A sound can also give clues about how a product is used – for example, when spraying a bottle of aerosol or pouring the product. Creating that aural connection is helpful to catch users’ attention because users don’t always have a strong attachment to a specific product.

Look at Nokia for instance. Nokia used the jingle as the default ringtone for its mobile phones right from the start of the brand. There’s hardly a person who doesn’t recognize it, even if they don’t quite remember where it’s from.

HPC products: Conclusion

These five techniques will maximize the creativity in your ads and help you get more effective results. These techniques will serve as a starting point for you to build a solid foundation as you implement your creative ideas for your brand. By experimenting frequently with your ads and trying different techniques, you’ll maximize the impact of your ads and achieve the best results.

This article was written by Yosi Cemel, Programmatic Media Specialist, at Total Media Solutions.

Want to learn more about Google’s policies and how to keep your ad inventory up to speed with the latest? 

Contact us today to find out how we make ad ops easier for publishers.

HTML5 Campaigns Now Enabled in Google Ads

Brian Blondy, October 2, 2018

If you were wondering whether it would ever be possible to run HTML5 campaigns in Google Ads, we have some good news for you.

Since August 27, 2018, Google has begun automatically approving advertisers for HTML5 ads once they spent more than USD 1,000 on Google Ads, and their account is more than 90 days old.

You can apply for HTML5 access here – https://support.google.com/google-ads/contact/html_5_access?hl=en

Currently, there are no limitations for running HTML5 campaigns in Display and Video 360.

HTML5 is the latest standard of HTML and the first update of the standard since 1997 (HTML4). It features new elements, attributes, and behavior which create clear advantages for advertisers seeking new, streamlined solutions for delivering video content within an advertisement. In contrast to previous versions of HTML, HTML5 supercharges websites, applications and video to be more powerful, cost-effective and faster loading on the internet.

If you need any assistance beginning HTML5 on Google Ads, you are welcome to reach out to us and we will assist you in any manner that we can.

The Top 5 Reasons to Deploy the Facebook Pixel on your Website

Brian Blondy, July 30, 2018

Facebook Pixel on your Website

Introduction

When someone from Facebook campaign visits your website and takes action (for example, watching a video or filling out a form), the Facebook pixel reports this action.

The pixel will also give you the opportunity to reach this customer again and get more conversions.

So, if you’re planning to spend any money on Facebook campaigns, installing the Facebook pixel is a must if you want to track your conversions accurately and optimize the results of your campaigns.

 

What Is Facebook Pixel and How Will it Help You?

According to Facebook, “The Facebook pixel is an analytics tool that helps you measure the effectiveness of your advertising. You can use the Facebook pixel to understand the actions people are taking on your website and reach audiences you care about.”

The Facebook pixel will help you in three main areas:

  • Conversion tracking: Facebook pixel allows you to track conversions on your site as a result of clicks from Facebook ads
  • Optimization: After installation, you can set up automatic bidding to target people who are more likely to convert.
  • Remarketing: Based on the information you collect from the pixel, you can create audiences that are likely to buy your products or services.

The Facebook pixel can also track events taken on your site, to implement event tracking, you need to generate extra pixel code within Ads Manager.

You can choose from a list of standard events Facebook provides for you, or create your own custom events that are based off URLs.

 

Why Should You Use Facebook Pixel?

To collect useful information regarding actions and conversions that result from Facebook traffic, you need to deploy the Facebook pixel.  The followings are the top 6 reasons why you should use the Facebook pixel:

  1. The ability to do retargeting for people who already visited your site. Retargeting will help to increase conversions from Facebook campaigns.

  2. Track conversions from Facebook ads to help optimize the FB ads for higher conversions.

  3. Build custom audiences based on what pages were visited on your website and then create unique campaigns for these audiences. Custom audiences will assist you to create additional opportunities to increase revenue.

  4. Build lookalike audiences that Facebook generates of people that you already created based on factors that expand beyond age and interests. Similar to point 3, will help to create additional revenues.

  5. We highly recommend installing your Facebook pixel inside of Google Tag Manager, as it will free up some development resources.  For additional information about the benefits of Google Tag Manager click here.

Conclusion

Facebook paid campaigns could get a significant boost by deploying the Facebook pixel on your website. 

Higher conversions by tracking and optimizing Facebook ads clicks, building audiences based on their preferences and beyond and the ease of deploying the pixel with the help of Google Tag Manager make it a lot easier decision of whether to install the Facebook pixel.

If you could benefit from professional buy-side or sell-side consulting or assistance with your Google Analytics account, or if you would like to learn more and how to create some shortcuts and using Google Tag Manager (GTM) to tackle all of the various scenarios we have outlined, feel free to contact us below.