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Showing posts from February 25, 2016
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Brand Bidding & PPC Optimization: Best Practices For Brand Bidding (Part 3 of 8)

Welcome to Part 3 of a series on PPC brand bidding, where I answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of a crowded and competitive PPC market?Let’s get you all caught up. In Part 1, we reviewed how gains in PPC evolved over the years and why top-line revenue is so hard to come by today. Part 2 used data and case studies to explain just how valuable brand bidding has become to marketers.With the “why” now out of the way, it’s time to discuss the best practices of “how” to implement brand bidding campaigns.1. Keyword DevelopmentAs with any PPC campaign, brand bidding begins with effective keyword development. There are plenty of primers on keyword selection and keyword research tools on the web if you need to review the basics. These definitely apply to brand campaigns, too.To start, find the brand and brand-plus keywords by reviewing your existing campaigns and analytics for generic terms that drive the best traffic. Then, ad…

Twitter Enhances Embedded Timelines

Using Twitter’s embedded timeline on your website? It’s about to get better. Exactly one week from today, on March 3rd, a more sophisticated, modern and sleek timeline will be rolled out. The new timeline will feature responsive design, automatically expand media, such as videos and GIFs and will integrate newer recently-launched Twitter features, such as Twitter polls.As a preview of the new design, have a look at the below:The new design will also extend to embedded profiles, lists and collections. All timelines will be automatically upgraded to support the new design, but Twitter will maintain any settings and customizations to ensure the migration is seamless for the end user.To see the new timeline in action today, the company has announced that previews can be available by adding <meta name=”twitter:widgets:new-embed-design” content=”on”> directly to the page.For help, send a tweet to @TwitterDev or visit the Twitter forum.

via Marketing Land

Google’s New SERP Layout: The Biggest Winners & Losers

Worried about the recent changes to Google’s ad layout on desktop search? Don’t be! I come to you today with a simple message: Keep calm.This change — which will see Google show up to four ads above organic search results and remove text ads completely from the right side of desktop search results — is a net positive for paid desktop search and PPC marketers. Yes, really.Like Kevin Ryan, I’ve been urging people not to panic since this change started rolling out. Plenty of search marketers have overreacted and predicted certain doom, but there is no reason for you to do the same.With Google, the only constant is change, and we’ve lived through and adapted to huge changes in the past and survived. (Enhanced Campaigns, anyone?)As always, Google is a zero-sum game. For everyone who wins, someone must lose. In that spirit, I’ve compiled a list of the four biggest winners and losers as a result of Google’s new desktop ad layout so far.[Read the full article on Search Engine Land.]

via Marke…

Seeking $1.7 Billion In Back Taxes France Is Latest To Go After Google

France is the latest is a growing list of countries to seek “back taxes” from Google. France is trying to collect the equivalent of roughly $1.7 billion that it says Google owes over a period of years.In January, Google agreed to pay the equivalent of $185 million in UK taxes, concerning a period from 2006 to 2011. It also agreed to pay future taxes in the UK commensurate with UK revenue. Amazon has also changed its accounting practices to report revenue in individual countries rather than running all revenue through Luxembourg.Google had been paying most of its taxes through its Irish subsidiary, where tax rates are lower than in the rest of Europe. Most countries in Western Europe have corporate tax rates above 20 or 25 percent. France taxes corporate profits at levels above 30 percent. European governments have long accused Google, Apple, Amazon and other US corporations of tax avoidance through arcane legal and accounting practices.Italian authorities have also been pursuing Googl…

Google Launches AMP Listings; Here’s How They Look

Yesterday, Google officially launched AMP in the Google search results, although many searchers saw it a day earlier.Now when you search on your mobile device for queries that trigger news results, you may see an “AMP icon” in the search results. They may show under the news carousel or in a top news listing category. Here is a picture of how they look in the mobile search results:As you can see, the articles in the news carousel have an AMP with a lightening bolt green icon, if the page is served using AMP. You can swipe through the articles in the carousel or click on one. When you click on one, it takes you to the specific AMP URL of that article.Here is a picture:You can even continue to swipe to see more articles matching your queries that were part of the original news carousel:Do you want to go AMP? Read How To Get Started With Accelerated Mobile Pages (AMP).

via Marketing Land

Blog is not getting search engine traffic? Here is why not!

We all know that the best traffic for a website is organic traffic, and that regardless of whether you have 1 subscriber or 1000 subscribers, in the long run it’s search engine traffic that matters the most.Getting search engine traffic is not all that difficult, but there are important things we need to learn in order to achieve decent search engine traffic. It all comes down to how great your content is, and how well it’s optimized for search engines. And yes, your social media sharing is also important toward the improved search engine visibility of your articles.How to submit a sitemap to Google searchList of websites and directories for submitting your blogOver the past year I regularly edit my old blog posts to improve them for readers and for search engines. This includes improving the information provided, adding updated information, analyzing current keywords using SEMRUSH and Google Analytics, and optimizing the articles for target keywords.This is an ongoing process that ev…

3 B2C Strategies You Can Eliminate When Doing Account-Based Marketing

For years, B2B marketers have been obsessed with broad-scale lead generation.According to a survey of the B2B Technology Marketing Community on LinkedIn, the number one challenge (61 percent) for B2B marketers is “generating high-quality leads.” We’ve planned, implemented and executed campaigns with the sole purpose of generating a bulk of inquiries at the top of the funnel — hoping that 0.04 percent will ultimately convert to revenue.As we’ve all grown weary of this shotgun approach to demand generation, Account-Based Marketing (ABM) is emerging as an efficient way to reach the specific companies that can have the greatest impact on our businesses.In past columns, I’ve discussed how ABM requires you to abandon the notion that you should reach as many people and acquire as many leads as possible. This means giving up on untargeted, mass audience marketing tactics in which every inquiry is a good inquiry, and instead focusing on the accounts with the greatest potential.Here are three m…

How To Get Started With Accelerated Mobile Pages (AMP)

Google’s AMP was launched yesterday. Are you ready for it? In today’s column, I’ll give you an overview of the offering and show you how to get started with it.What Is AMP?This past October, Google announced Accelerated Mobile Pages (AMP), a very accessible framework for creating fast-loading mobile web pages. The open-source initiative is designed to enable publishers to easily improve speed (and consequently, the user experience) for their mobile readership without sacrificing any ad revenue that they may rely upon.Although experienced developers can often achieve similar results through intensive performance optimizations, publishers often neglect this due to resource constraints. AMP allows these optimizations to be easily achieved without altering the primary mobile web experience.There’s also the added benefit of its future usage by Google and other prominent web technology companies, who are encouraging its use by integrating it heavily into their respective platforms.Continue…

MarTech Today: Adobe’s New App Tool, Facebook’s Reactions & Getting Started With AMP

Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:Adobe Launches App Creation & Management Tool For Marketers
Feb 24, 2016 by Barry Levine
Its new Experience Manager Mobile combines and expands on existing mobile tools in its Marketing Cloud, so app management is closer to website management.How Google Is Inventing A “Near Me” Future
Feb 24, 2016 by Adam Dorfman
As Google continues to invest in mobile, what does that mean for search marketers? Columnist Adam Dorfman explores how Google is paving the way for mobile location-based marketingFacebook Launches Reactions Globally
Feb 24, 2016 by Tamar Weinberg
Facebook is rolling out Reactions to all users of the platform today.An Inside Look At The Upcoming MarTech Conference
Feb 23, 2016 by Marketing Land
We’re four weeks away from the next MarTech conference in San Francisco. If you haven’t registered yet, we are offering our low pre-conf…

Sony Officially Kills the Xperia Z-Series, Shifts Focus to the X-Series

It’s a well-known secret that Sony’s smartphone division is going through turbulent times and the company surely did surprise us with the new “X” series Xperia line-up at the MWC a couple of days back. This gave rise to many questions, amongst which was the uncertain future of the Z-series flagships. Now Sony has officiated that the Z-series has been scrapped all together and there won’t be any more phones in the Z line-up.Smartphones including Xperia Z, ZR, Z3 and even Z2 had quite a fan following and a considerable user base, but things started to go slightly awry after the Xperia Z4/Z5 failed to catch pace. This is what Sony had to say about the Xperia Z seriesThe Xperia Z line has reached its culmination-Xperia Z series represents a new chapter and evolution of our product strategy. Whilst Xperia Z series was all about bringing the best of Sony’s advanced technologies to smartphones, Xperia X is based on bringing smart, adaptive Sony user experiences across camera, battery perform…

Google’s New Neural Network can Magically Determine Location of Any Image

The proverbial, “a Picture says a thousand words” not only depicts the expressive nature of the pictures, but also the multitude of messages it can convey. We as human beings have always had the memory of the place where our picture was taken and if not, we usually arrive at the conclusion by judging the nearby landmarks say the buildings, monuments and other related things which are easily recognisable. If not for these clues, it would virtually be impossible for us to know where the picture was taken.Now, while humans can have a partially eidetic memory and can stir up their brains to correlate several things to arrive at the location of the picture, it is not so easy with the machines. All that is now set to change as a computer vision specialist Tobias Weyand from Google along with his teammates has developed a deep learning machine that would find out the location of any photo by picking up the scent from its pixels.Weyand approach begins by dividing the World into 26,000 unequal…

Why accessibility is key for search and visibility

If you’re involved with SEO, you’ve no doubt thought about all sorts of ways and means to boost your site in the search rankings. But if your site isn’t web accessible, your efforts will be in vain for 1/5 of your potential visitors.Web accessibility is the name given to making websites and online materials usable to people with disabilities, removing barriers to the way they experience the internet.From physical disabilities like loss of mobility, blindness and deafness to learning difficulties like dyslexia, a wide range of disabilities affect the way that someone accesses the internet.People with disabilities make up a significant portion of the population, yet far too little is done to cater towards them online, representing a huge missed opportunity in terms of traffic and visibility for any website or brand.The need for accessibilityThe Global Economics of Disability Annual Report 2014 estimated the global population of people with disabilities as 1.3 billion – nearly 18% of the…

Dear MWC, You Ain’t Seen Hugo Barra!

Is that Hugo Barra? He was nothing like you told me he was…”That pretty much summed up the sentiment of a few US and UK based colleagues who saw Xiaomi’s global Vice President launch the Xiaomi Mi5 at Barcelona yesterday. For, while the product presentation did go off smoothly, it had not the element of insane magic that many had heard so much about (for the record, it is true – we wrote about how Barra channeled Steve Jobs at the launch of the Mi 4i in India last year). No, this was a very efficient and organized presentation with perhaps more science than style in it – “there was more physics in this launch than in the film ‘Gravity’” one tweet went, and yes, the fact is that for slightly more than an hour yesterday, Hugo Barra sounded exactly like his designation and resume read: a tech wizard in a tech company. There were figures, statistics, scientific concepts, tech snippets, sales figures, competitor comparisons… it was a typical high profile phone launch.So why were my Europe…

Say goodbye to Google: 14 alternative search engines

Well it’s been a big week for search, I think we can all agree.If you’re a regular Google user (65% of you globally) then you’ll have noticed some changes, both good and bad.I won’t debate the merits of these improvements, we’ve done that already here: Google kills Right Hand Side Ads and here: Google launches Accelerated Mobile Pages, but there’s a definite feeling of vexation that appears to be coming to a head.As the paid search space increases in ‘top-heaviness’, as organic results get pushed further off the first SERP, as the Knowledge Graph scrapes more and more publisher content and continues to make it pointless to click through to a website, and as our longstanding feelings of unfairness over Google’s monopoly and tax balance become more acute, now more than ever we feel that there should be another, viable search engine alternative.There was a point not that long ago when you could easily divide people between those that used Google, Yahoo, Ask Jeeves and AltaVista. Now it’s…

Sharp Accepts Foxconn’s Multi Billion Dollar Takeover Deal

The word was that Foxconn, one of the largest contract manufacturers for smartphone components was mulling over buying the Japanese display makers, Sharp. Now according to Venturebeat, it seems that Sharp has agreed for the takeover and this will make it one of the biggest takeover of a Japanese firm by an outsider.Foxconn has buckled up to pump in 650 billion yen ($5.8 billion) into Sharp, which is currently a loss making company known for its LCD displays. Foxconn has been one of the largest supplier for Apple and this particular acquisition will help them command a better position. The acquisition would come as a breather for Sharp which was reeling under heavy losses, making the Foxconn buyout a last minute rescue.Gavin Parry, managing director of Parry International Trading explained how Sharp had the technology to compete for being an Apple supplier which would be something that Foxconn was immensely interested in. Additionally, Foxconn would now also have a better negotiating p…

5 Reasons Why Blogging Therapy Is Therapeutic

Do you consider yourself to be a stressed out person? Do little things throughout the day seem like they can’t be controlled? If you have any feelings along those lines, let me say…I’m there with you. Now, I’m not here to make this a “bring me down” post. I’m here to lift your spirits up and show you why blogging is therapeutic. Just think, if little things bother you or you feel things aren’t going your way…what do you usually do? Well, those of us who are usually glued to our computers like to blog. Why? Simple, its therapeuticNow, why Blogging is therapeutic?You may be wondering why I am writing this post? Without going into much detail, I had a family emergency today that really affected me. Luckily everything is alright, but things could have been worse. So, this goes back to why I am writing this post. I feel blogging is a wonderful outlet and great way to remove stress (that I experienced today) and feel free. This post is an example of me escaping the real world and interactin…