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Showing posts from March 12, 2016

What is Influencer marketing and how can it help your Startup?

Do you know how content goes viral?The answer is simple and I’m just looking for one word: Shares.People share content they really like and their friends share it to their network and so on is the “Secret” behind Virality. We’ll come back to this.That one friend.We all have friends whose posts get a lot of engagement. People are “Liking and Reacting” to their posts, they are engaging with this person in the comment section.Now have you noticed that when they share content to their networks, they get more likes and shares to that post compared to the same content shared by another person in your list. They’ll also put a word out like “Hey! My friend has started a new cake shop, show her some love!”Now this person in simple terms is an Influencer in your list.So what is Influencer marketing?Social Media especially Facebook is like a huge party. You have to put cool content out there and hang out with the popular people. Influencers are these popular people, everybody, flock to. They hav…

MarTech Landscape: What is a supply-side platform (SSP)?

Supply-side platforms  (SSPs) help publishers sell digital ad impressions in automated auctions. Publishers can sell and manage display, video or native ad inventory on desktop and mobile through SSPs. In this installment of Marketing Land’s MarTech Landscape Series, we aim to chop through the jargon and explain what supply-side platforms do, how they work, and why they matter.What do sell-side platforms do?Supply-side platforms – also called sell-side platforms or yield optimization platforms – are used by digital publishers to manage the sale and fulfillment of their advertising “supply,” and ultimately, get the highest prices for their ads.SSPs are software platforms that function similarly to their counterpart, the demand-side platforms (DSPs) advertisers use to buy digital advertising programmatically. However, SSPs are designed specifically to help publishers sell ad impressions – mobile, video, display, etc. – at maximum CPMs (cost-per-thousand impressions).How do SSPs help pub…

Brand Bidding & PPC Optimization: Partner Relationships (Part 4 of 8)

Welcome to Part 4 of my series on PPC brand bidding. This article covers working with partners and affiliates to corner the search engine results page (SERP) and control CPC costs.I created this series using data from The Search Monitor (Disclosure: my employer) to help 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. Part 3 discussed best practices for brand bidding implementation.If you have stuck with me this far, you now know why brand bidding is such a huge asset to your PPC arsenal and how to implement it into your PPC life.Today, we are going to dig a bit deeper into a tactic that will help you better control the search engine results and you…

Marketing Land: Omni-channel marketing, February’s top 10 YouTube ads & more

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:The importance of SEO in omni-channel marketing, part 2
Mar 11, 2016 by Trond Lyngbø
Search engine optimization is a critical component of digital marketing, but how can you incorporate it into your omni-channel marketing strategy? Columnist Trond Lyngbø lays out his process for doing just that.The terrifying connection between malware, Google Search Console and AdWords
Mar 11, 2016 by Glenn Gabe
In the midst of a malware emergency or want to ensure you never have to deal with one? Columnist Glenn Gabe provides tips and recommendations based on his experience helping clients with security situations.[VIDEO] Marketing Land Live #4: Goodbye PageRank, Snapchat revoked our geofilter & more
Mar 11, 2016 by Matt McGee
If you missed our fourth episode, watch the video replay below featuring Ginny Marvin, Tim Peterson, Danny Sullivan and yours trul…

Alliance for Audited Media launches its ad blocker detection service

On the heels of the Internet Advertising Bureau’s (IAB) recently released primer on ad blocking, the Alliance for Audited Media (AAM) has launched an Ad Block Gauge so websites can detect ad blockers.It comes in a standalone version, or as part of the Illinois-based organization’s new Site Certifier tool for website and app metrics.Vice President of Product Leadership Joe Hardin told me that the Gauge is free when included with the Certifier, but there is a fee when it’s standalone. The pricing, like that of Certifier, is figured out on a case-by-case basis, dependent on traffic.AAM bills the Gauge as “the industry’s first ad blocking detection technology available from an independent, unbiased third party.” IAB also offers a free ad blocker detection script, and other such tools are available from various ad tech companies and other sources.Hardin said the difference is that this is a service from a neutral third-party source that is not selling advertising. To use it, a site adds so…

The importance of SEO in omni-channel marketing, part 2

The first part of this article series on SEO in omni-channel marketing explained how search engines are intimately integrated into your customers’ lives. Ignoring SEO will eliminate you as an option when customers evaluate and buy things. SEO is critical to any company’s financial success and should be a top priority.Today, let’s look at a seven-step process to incorporate SEO into an omni-channel marketing strategy.Note: This blueprint was inspired by P.R. Smith’s SOSTAC framework, an effective model for various elements of business strategy planning. You can learn more about it here: 1: Situational analysis — Where are you now?On a treasure hunt, it’s better to know where the chest of gold coins is buried before you start digging! Data from an SEO analysis that looks at your customers, competitors, potential growth areas and ways to secure your investments help your business grow faster.Ignoring situational analysis creates problems that snowball over time.…

The terrifying connection between malware, Google Search Console and AdWords

Security warnings in Google Search Console (GSC) can be scary. Really scary. Whether your site was flagged for being hacked, serving malware, unwanted software or worse, security warnings in GSC can cause serious problems for your organization.First, your site can be harming users. That’s bad enough. Second, your organic search traffic can plummet as Google takes action against your site (either manually or algorithmically).For example, your site can be labeled in the SERPs as being hacked or being a site that can harm your computer. In addition, with Google Safe Browsing, users might see the red screen of death in their browser as they try to visit your site. As you can guess, this can create serious barriers between users and your website content.And with all of the buzz in the news about hackers, malware, phishing and more, you can bet that many users will not break through those security barriers and visit your site. They will often simply move on to another site that won’t infect…

Google issues guidelines on bloggers and links for freebies

The practice of brands engaging with popular bloggers seems to have caught Google’s attention, with the search engine offering some advice on what bloggers should do in this situation.Or, as it’s very easy to interpret, Google is suggesting it may take action if it deems that links have been added to posts in return for free goods.In its post, Google advises bloggers to nofollow links to company’s sites, social pages and any sites selling the product in question.The advice:Bloggers should use the nofollow tag on all such links because these links didn’t come about organically (i.e., the links wouldn’t exist if the company hadn’t offered to provide a free good or service in exchange for a link).Companies, or the marketing firms they’re working with, can do their part by reminding bloggers to use nofollow on these links.Google also adds that bloggers should disclose any relationships, just as if this was a form of sponsored content.I think the key point here is Google’s assertion that ‘

[VIDEO] Marketing Land Live #4: Goodbye PageRank, Snapchat Revoked Our Geofilter & More

Good riddance to Google PageRank! Google’s ranking signal — one of a couple hundred signals — was in the news this week when Google confirmed that its toolbar will no longer show PageRank publicly. That’s one of the topics that we covered today during the fourth episode of our live video chat show, Marketing Land Live.Marketing Land’s Ginny Marvin, Tim Peterson and Danny Sullivan joined me for an almost hour-long discussion that also covered a new and unique way of selling products on Snapchat, the latest news on the ad blocking debate and more. If you missed it, the video is embedded below, and we’ve added some links to the topics that we talked about in the Show Notes below the video.We record new episodes of Marketing Land Live every Friday at 12:00 p.m. ET / 9:00 a.m. PT on Blab, so we hope you’ll make plans to join us live in the future. You can send in questions/comments/ideas at any time during the week by tweeting with the #HeyML (as in “Hey, Marketing Land!”) hashtag.Show Not…