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Showing posts from March 4, 2016
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How New & Existing Customers Interact With Your Paid Search Ads Differently

Analyzing paid search orders based on whether they were placed by new-to-file or return customers can be a valuable exercise in determining how different areas of an account help drive new buyers to your site or aid in customer retention.Beyond that, it can also give you some insight into how searchers behave when clicking on ads and how brand recognition impacts decisions made on the SERP.To illustrate, I’ll be unraveling some of our new versus existing customer data for one large Merkle advertiser.The Obvious: Differences In Brand Versus Non-BrandLet’s start by looking at a keyword segmentation that reveals a likely obvious difference in the share of orders that are placed by new customers: brand versus non-brand.For the advertiser studied, the share of non-brand orders placed by new customers was more than 3x that of brand keywords.This makes a lot of sense, as someone who is typing in a brand name for a search is more likely to have purchased from that brand in the past than someo…

How To Grow Online Market Share Without Increasing Your PPC Budget

Pay-per-click advertising is all about buying online market share. People are searching online for something relevant to your business, and you pay to show up in that search.It’s a great model, provided that those impressions actually turn into sales.Unfortunately, even if your PPC efforts are producing profitable sales, most business owners and account managers live with the nagging feeling that their ad spend isn’t producing properly.The market share is there; you just can’t seem to capture it!Fortunately, it’s not that difficult to get things turned around. In fact, with a few simple changes, I’ve seen many companies double their market share without increasing their PPC budget.That means more clicks, more conversions and — most importantly — more sales.So how do you double market share without increasing ad spend? It’s easier than you think.[Read the full article on Search Engine Land.]

via Marketing Land

Getting The Most From Your Conference Experience

It’s the most wonderful time of the year! And by that, I mean, conferences are under way for 2016.There’s no doubt — or there shouldn’t be — that conferences are a great way to expand your knowledge and your network within the digital marketing community. But to truly get the most out of attending events, you have to be sure that you are making the most of the opportunity.Limit Your DistractionsOne of the most obvious, but still most prevalent, hindrances of capitalizing on content is self-inflicted: work. We’re all guilty of it.You open up your laptop to send one quick email, but then another catches your eye, and soon enough, you find yourself pulling a report. Before you know it, the first speaker has finished and the second speaker is being introduced, but you can’t really remember any of the first speaker’s key points.In general, each person usually speaks for about 17 minutes, sometimes longer — depending on the scheduling format. Seventeen minutes is really easy to burn through…

Why “Go Viral” Is Not An Effective Content Marketing Strategy

Most marketers would love to go viral — they want that amazing pickup, millions of shares, tons of attention, the elusive 15 minutes of fame. Why wouldn’t you aim for huge success? It sounds amazing, right?I want to go viral, sign me up… right? Why not?Going viral isn’t an effective content strategy because it’s not something you can plan for, nor is it something that’s easily replicated for long-term success. Most viral content has a very short shelf life.It’s the darling of the internet for a few days or a week or two, and then it’s gone. It’s forgotten, and consumers have moved to the next item.Rather than having short-lived attention from fleeting fans, brands would be much better served by creating long-lasting strategies with content that helps their audience connect with them and their products. The reality is, most who aim for it will never achieve viral success.It’s not that they’re not trying; it may be that they’re trying too hard. If your goal is to go viral, you may be so…

Samsung Galaxy S7 and S7 Edge India Launch Slated for March 8

Nearly a fortnight ago, Samsung pulled the wraps from its flagship line up at the MWC and now the company has started sending invites for the launch of the same. The Samsung Galaxy S7 and the S7 Edge will both be launched on 8th of this month in India. As always, it’s the pricing of these phones that will keep the buyers on tenterhooks and this is also an important aspect for Samsung to make sure the device fares well in the Indian market.A quick recap on the specifications, the Galaxy S7 comes with a 5.1-inch QHD display while the S7 Edge opts for a bigger 5.5-inch QHD Super AMOLED unit. Although both the phones will be offered in Snapdragon and Exynos variants, in India we would see only the Exynos 8890 powered Galaxy S7 and S7 Edge.On the imaging front, both the phones herald with a 12-Megapixel primary sensor along with LED flash OIS  and the front facing camera settles for a 5-Megapixel sensor. Thankfully Samsung has backtracked on its move to ditch the waterproofing feature and …

We Marketers Aren’t As “Automated” As We Think

With pressure to improve efficiencies and hit KPIs, it’s been a no-brainer for marketers to adopt technology and embrace automation. The investment is paying off, as 80 percent of marketing automation users are generating more leads, and more importantly, 77 percent are seeing an increased number of conversions.Despite its clear benefits — enabling organizations to effectively leverage prospect information to nurture, score and converse with prospective buyers — we still have some work to do to get marketing automation to deliver on its full potential.Reading marketing articles and blogs, sometimes you get the impression that marketing is completely automated, up and down the funnel. Marketing technology is everywhere, creating “modern marketers.”We regularly see automation in action — programmatic advertising, automated email and social campaigns and enabling data enhancement are taking the place of repetitive manual tasks. However, every day marketers are uncovering tasks they wish …

Three Facebook Direct Response Products You Should Be Using Now

Facebook has proven to be a powerful direct response channel for advertisers across verticals. The ability to laser-target, combined with exciting new ad products and updates, allows direct response advertisers to go after some serious ROI.Knowing which ad types work best for your business, however, can be a challenge. Today I’m sharing my top three ad products you should be using now, along with best practices on how to use them.Carousel AdsOriginally created for e-commerce retailers, this ad started out under the name of Multi-Product Ads. Immediately, these were a game-changer for e-commerce.But what advertisers (and Facebook) started to realize is that these are a completely viable ad type for any vertical.Not convinced Carousel Ads are right for your brand? I frequently hear this from clients.However, these do work for any brand, and the proof is in the results. On average, we see a 50-percent lift in CTR (click-through rate) over single image ads and a considerable reduction in …

MarTech Today: Amazon Echo, Apple’s Tech Support On Twitter & Preventing Ad Fraud

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:Amazon Expands Echo Family With Mini Version & Mobile Speaker
Mar 3, 2016 by Matt McGee
Echo Dot offers similar functionality at half the price, while Amazon Tap is a portable speaker that includes Alexa voice recognition technology.Meet the MarTech Speakers: Mayur Gupta
Mar 3, 2016 by Marketing Land
Healthcare Marketing In A Digital, Data-Driven WorldUpcoming Webcast: Call Tracking and Analytics 101
Mar 3, 2016 by Digital Marketing Depot
US consumers will make more than 100 billion mobile calls to businesses this year. Nearly two out of three consumers say it’s very — or extremely — important to be able to call a business during their purchase journey.Apple Offers Tech Support On Twitter With New @AppleSupport Account
Mar 3, 2016 by Tamar Weinberg
Apple has launched a support channel, @AppleSupport, to give tips and support to customer…

Live Streaming Video Survey Finds 44% Of Brands Have Produced Live Video & 20% Plan To

According to a recent survey from live streaming video platform Brandlive, 44 percent of the companies it polled had produced one or more live streaming videos in the last year, and 20 percent were planning to do one in the next 12 months.In an attempt to establish a benchmark for live stream video usage by businesses, Brandlive, whose client list includes major brands like GoPro, The Home Depot and eBay, surveyed 208 professionals between December 2015 and January 2015 regarding their live streaming video initiatives.The survey participants were split between brands (46%), retailers (20%), agencies (15%) and a group defined as “other” (25%) from small, medium and large businesses with revenue ranging from $5 million to $1 billion.Brandlive found that the majority of the businesses currently producing live stream video content were using it for training purposes, with in-person events, customer service training, retail training and sales training outranking product launches, consumer…

Watches that Help Students Cheat in Exams are Going Mainstream

Technology is a Queer thing it brings you great gifts from one hand and stabs you with another, while this quote is generic and true for most of the innovations in the world, the technology is right now at the epicenter. Watches have been around from decades and now certain back alley watchmakers have decided to make bucks from selling watches that help students to cheat in exam.One can store data on this watch and it will be read out during the exams. The most ridiculous part is that the watch manufacturer is openly advertising their wares and also explicitly specifying “specifically designed for cheating in exams”, “watch for easier studying”. Moreover, the watches are laced with a small wireless earpiece, which you know is for what. Apparently, these digital watch comes with an “emergency button” in order to quickly revert from text mode to a clock face.Authorities are concerned that stressed out students might cave in and get tempted to use the devices to cheat in the exam. Unlike…

Is blogging still key to search engine ranking?

A blog can still take you to the top. If you do it right.Everyone loves free information. And free information reels in customers. That’s why blogging is one of the best ways to do content marketing. How else are you going to bombard customers with a steady stream of content without scaring them away?According to Neil Patel, “Companies with blogs typically receive 97% more leads than companies without blogs.” Customers might ignore your ad, but your blog? That’s something they want to read. Blogging creates a human side to your website or company or organization.And blogging is most definitely a way to keep your face in front of current and potential customers.Use WordPressMatt Cutts, SEO guru and chief spam buster at Google, has said that WordPress is the best platform for optimized blogging. He uses it himself.WordPress is easy. It’s free. And it handles search engine optimization like a pro.It solves 80-90% of your SEO problems. And that’s saying a lot, because SEO is a many-facete…

Six of the most interesting SEM news stories of the week

Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond.This week, a slightly less tumultuous one then last week, but there’s still some juicy stats, intriguing updates and hot gossip.AdWords CTR increases as Right Side Ads droppedPossibly surprising nobody, Google dropping ads from the right sidebar has meant that the click-through rate has increased on paid search results at the top of the screen.Mainly because that’s all we see now.Accuracast has taken a look at the CTR during the 7-day period before and after the change in ad placements on Google desktop search.It shows a large increase of 18.2% for ads in position 4, and substantial increases for position 1 and 2 (8.4% & 7.7% respectively).Interestingly, the only ad position where the CTR dropped after the change, has been for position 3.According to Accuracast this is understandable, “as the third ad unit used to sit just above the organic search results. Now it…

Smartphone Ownership Just Shy Of 80 Percent In comScore’s New Numbers

Media measurement firm comScore just released its January mobile and app figures for the US market. Extrapolating from its panel, comScore estimates total smartphone ownership in the US at 79.1 percent of all mobile subscribers. Curiously this is below the 79.3 percent reported for December 2015.Month over month there is now almost no movement in operating system market share numbers on comScore’s lists. It’s a kind of mirror of the search market, where figures remain largely unchanged sequentially.There’s a 9 point gap separating Android and iOS. Microsoft’s Windows Phone OS is flat (but declining longer term) and there are still some BlackBerry devices around. The OS horse race is much less interesting than it used to be.Facebook and Google continue, as they have for the past couple of years, to dominate the list of top apps — this is reach, not engagement or time spent. It’s quite interesting that YouTube and Google Play outrank the Google Search app. That’s something of a metaphor…

As Yahoo Seeks To Raise $1B In Cash, Rumor Suggests Sale Of Search Assets

Following a mixed financial performance in Q4 2015, Yahoo CEO Marissa Mayer announced that the company would “explore divesting nonstrategic assets of value.” She said that such asset sales “could generate significant cash in excess of $1 billion.”Earlier today Yahoo CFO Ken Goldman told a Morgan Stanley Technology conference that the company was going to sell “$1 billion to $3 billion of patents, property and other ‘non-core assets,'” according to a Reuters report.Separately, a rumor surfaced that Yahoo was exploring a sale of its “search business.” According to financial news site CTFN, “Buyers for Yahoo’s internet search business began receiving non-disclosure agreements last week.”It’s not entirely clear what this means. Yahoo’s “search business ” is a mix of Bing and Yahoo technology and content (with a bit of Google thrown in at the margins). Yahoo’s Gemini platform provides advertising across PC and mobile platforms and delivers both search and native ads. It’s unlikely tha…

Facebook Plans To Open Messenger To Publishers At F8 In April

Mobile messaging apps are usurping social networks as the shiny new platform through which publishers can distribute their content. Now Facebook is looking to join the fray with its own uber-popular messaging app.Facebook Messenger will soon let publishers distribute their content automatically through the social network’s messaging service, according to three people familiar with the company’s plans. Facebook plans to announce the move with a number of participating publishers in April at its annual developer conference F8, the people said.A Facebook spokeswoman declined to comment.At last year’s F8, Facebook announced that it was expanding Messenger beyond a chat app to become a platform unto itself, similar to the one its parent company’s social network has become. At the time that meant opening up to apps like Giphy so that people could send GIFs from that app through Messenger as well as businesses that could use Messenger as a new customer service channel.Earlier this year TechC…

Here’s Why MarTech Needs Some New Metrics

Once upon a time, a business sold a product — often a physical product — to a customer. That was a completed sale, concluding a marketing and sales effort.Nowadays, thanks to technology — and especially the Net and related marketing technology — pre-sale is a journey, the sale is the beginning, and post-sale is the relationship. It’s not a hand-off but a handshake, and one question is whether marketers’ metrics have kept up with this evolution.“Fitbits aren’t just one-to-one,” a product for a person, personalization provider Amplero vice president Glenn Pingul pointed out to me.They’re “me and the product,” he said.Before you buy a car, marketing’s task these days is to put all the informational breadcrumbs in the right places so that you’re led to a sale. After you buy the car, it’s about keeping you as a happy customer, someone who shares the happiness with others — and buys again.You need to “look at the customer [relationship] as a movie, rather than a snapshot,” Pingul said.Suhai…

Smart Goals Roll Out To More AdWords Advertisers As Google Cuts The Eligibility Requirements In Half

Last year Google announced Smart Goals, a nifty product that can help advertisers create programmatic conversions when a true conversion hasn’t been set up. Over the coming weeks this new type of conversion driven by machine learning is now open to a whole new set of advertisers.Previously advertisers needed to have 1,000 website visits in the past 30 days to be eligible for the program. Now the requirement is being slashed to 500.Furthermore the ceiling for advertisers who are eligible to use Smart Goals has increased to allow for more adoption. Smart Goals are now eligible for up to 10 millions website visits over 30 days – a 3x increase over previous limitations. This places the range of eligible websites to those between 500 – 10,000,000 website visits from advertisers over the past 30 days.The Smart Goals are designed for those not tracking conversions. Thanks to machine learning, Google will infer as to which traffic may correlate with folks who could convert. This means looking…

Marketing Day: New Amazon Echo Devices, @AppleSupport Joins Twitter & Ad Fraud

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Google’s Take On The Recent Changes To The Results Page
Mar 3, 2016 by Matt Lawson
Google recently removed ads from the right-hand side of its desktop search results. Columnist and Googler Matt Lawson weighs in on how it might affect your accounts.Amazon Expands Echo Family With Mini Version & Mobile Speaker
Mar 3, 2016 by Matt McGee
Echo Dot offers similar functionality at half the price, while Amazon Tap is a portable speaker that includes Alexa voice recognition technology.Meet the MarTech Speakers: Mayur Gupta
Mar 3, 2016 by Marketing Land
Healthcare Marketing In A Digital, Data-Driven WorldThe Local SEO Playbook To Increased Visibility And Customer Acquisition
Mar 3, 2016 by Thomas Stern
Columnist Thomas Stern discusses five essential components of local optimization that increase online exposure and drive offline traffic to brick-and…

Google’s Take On The Recent Changes To The Results Page

As you’ve no doubt heard by now, Google (my employer) recently removed text ads from the right-hand side of search results. At the same time, it’s now possible for four ads to show above the organic results, albeit on a very small percentage of highly commercially relevant queries.Combined with the ads that appear below the results (which are unaffected by this change), a maximum of seven text ads can show at any one time. This is down from the previous maximum of 11 ads when including that right rail.Ultimately, we are making this update to improve the user experience on Google Search and to make that experience consistent across desktop, tablet and mobile. In fact, the majority of our searches happen on mobile these days, which has no right-hand-side ads.Over time, we’ve found that text ads on the right rail were simply less useful than we’d hoped. In direct terms, users didn’t click on them as much as other ads — and when users don’t click on things, we take that to mean that somet…

Amazon Expands Echo Family With Mini-Version & Mobile Speaker

Amazon’s Alexa product lineup. Amazon Tap is pictured at far left, and Echo Dot is on the far right. Amazon Echo got smaller and more mobile with the launch of two new Echo-related products announced today.The Echo Dot is a smaller and less expensive version of the original Echo. It’s only 1.5 inches tall and costs $90 while offering all of the same voice-recognition features of its bigger predecessor. It has a built-in speaker, but likely not with the same audio quality as in the bigger Echo; on the other hand, Dot comes with a cable that will connect it to your own speakers, and can also connect to other speakers via Bluetooth. Amazon is positioning Dot as a complement to Echo that works in other rooms around the house.One of the things that has separated Echo from other personal assistants like Siri, Cortana and Google Now is that Echo isn’t mobile. Or, it wasn’t. Amazon has also announced the Amazon Tap, a portable speaker that comes with Alexa’s voice-recognition technology. Amazo…

Meet the MarTech Speakers: Mayur Gupta

As Senior Vice President and Head of the Digital Business at Healthgrades, Mayur Gupta works at ever-changing intersection of marketing, technology, and healthcare. Recognized last year as one of the “40 under 40” leading marketers by Brand Innovations, Mayur spent 13 years at Sapient Nitro and, more recently, at Kimberly-Clark. We recently sat down with him for a conversation about his career in digital marketing, and how healthcare is adapting to the demands of data-driven digital marketing.Keep reading for an up close and personal interview with Mayur. Then secure your place to meet him at MarTech. Register today!Tell us a little about your background.I started in India, where I got a masters in Computer Science and I became a computer technologist, doing Oracle dba, C++, java – all the cool stuff for back then. We were building portals and online platforms; it was all pure technology. And at that time, that’s pretty much all I cared about; looking back, I knew little about the pro…