Skip to main content


Showing posts from March 25, 2016

Dear SEOs: Please stop spamming Google Maps!

I used to think that locksmithing was the industry with the highest percentage of fake local listings on Google. I’m starting to think I was wrong.It all started a few weeks ago, when I was talking to Dev Basu at Powered By Search. He was asking me why businesses in Mississauga were showing up in the 3-pack when you did a search for “Toronto SEO.”After all, there are tons of great, well-known SEO companies in Toronto (including his and the one I work for), and shouldn’t these have priority over ones that aren’t even in the same city that was searched?Why were the results all businesses outside Toronto?When I started to investigate, I found that Google was pulling listings from Mississauga because of all the fake listings that SEO companies had created. These fake listings had their business name set up with a bunch of keywords as the title. Yes, unfortunately, this strategy works.[Read the full article on Search Engine Land.]

via Marketing Land

The ultimate multi-channel social strategy survival guide

Based on data collected from millions of posts across channels like Twitter, Facebook and Instagram, this comprehensive guide from Union Metrics will go over everything you need to know to create a multi-channel social strategy from scratch, or to polish your existing strategy to perfection.This guide includes suggestions for content creation and curation, including tips on what to post where and when, how to use hashtags effectively as well as how to find relevant content to share with your audience. This guide also discusses audience growth and engagement strategies, from how to reach a larger audience to how to identify influencer, and covers the most important social media metrics you should be monitoring and why.Visit Digital Marketing Depot to download your copy.

via Marketing Land

3 upcoming trends in paid search

Recently, we’ve seen some fairly significant changes on the search engine results pages (SERPs). Right-rail ads have disappeared, and on mobile, we’re seeing more prominent placement of Google Shopping ad units.In this article, I’ll cover some upcoming trends in paid search and speculate on where the trends will lead. Though I refer mostly to Google, these predictions apply largely to all the major search engines.The only absolute certainty is that there will be more changes in the paid search landscape!1. More “shopping” ad unitsGoogle Shopping has been very successful for Google, and retailers’ share of clicks from Google Shopping ads (aka PLAs or Product Listing Ads) continues to grow. In fact, according to data from Merkle, “Across all devices, PLAs overall accounted for 38 percent of retailers’ Google search ad clicks in Q4 [2015], up from 30 percent a year earlier.”PLA growth stemmed from a couple of very recent changes, the first of which was better visibility of Google Shoppin…

The state of cross-channel paid search, part 3: SEM & display

In the first part of this series on cross-channel paid search, I posited that cross-channel marketing will one day be the standard for most marketing organizations.I also presented some ideas on how paid search and social advertising could better work together, as they are natural cousins — they share the biddable, auction-based format.In the second part, Search and TV, I made the case that even small gains and lifts in marketing performance from cross-channel coordination are a valid enough reason to push past today’s single-channel norm. TV’s mass reach and influence means that search marketers should make it a focal point for this evolution.Ultimately, the point I’m trying to make with this series is that search marketers should be the ones to reach across the aisle and be the agents of change to help push cross-channel marketing forward. This is because of search’s unique place in the funnel as a “catch-all” net for all other channels to drive consumers towards.In essence, search …

Olapic acquires Piqora to boost its visual marketing platform

Olapic, a visual marketing platform, has announced that it has acquired Piqora. Both startup products provide similar services: these enterprise-level platforms helped brands collect, curate, permission and showcase consumer-generated photos. However, they had one core differentiator: the networks that are their strengths. Olapic’s strength was in Instagram. Piqora’s strength is in Pinterest.Piqora, which was founded in 2012, focused on giving data and analytics to marketers looking to promote on Pinterest. It has expanded into the Tumblr and Instagram turf since its inception, but its core strength always was focused more within Pinterest, so the acquisition made a lot of sense.As Olapic CEO and co-founder Pau Sabria said, “The acquisition of Piqora merges two best-in-class technologies and creates the industry’s most powerful visual content marketing platform designed to help brands, CMOs, and social teams extract more value and drive revenue from content. When brands have access an…

Beyond clicks: Keys to online-to-offline tracking and attribution discussed at SMX West

Sooner or later, most marketers come to realize that their analytics software never tells the whole story. Most web analytics programs are designed to track and account for online behavior.But, of course, customers don’t only live online (not even Millennials!).At SMX West in San Jose, California, this year, two industry veterans demonstrated how to track identity and behavior that doesn’t happen on websites.Location-based optimization (LBO): The next SEODavid Shim, CEO of Placed “Clicks are for kids; store visits are for adults.”So goes the mantra of location optimization guru David Shim, CEO of Placed. He noted that 92 percent of retail transactions take place offline, but businesses only optimize for about eight percent of those.More consumers than ever are going from digital to physical. In other words, they start their solution search online but end up in a physical store for their purchase.In many cases, they are going back and forth between the two, or even using digital to do r…

Report: Google working on its own version of Amazon Echo

The Information published an article this week cataloging problems at Alphabet’s Nest division. The company was acquired in 2014 for roughly $3.2 billion, with high hopes that it would give Google/Alphabet an edge in the smart home market.Perhaps more interesting than the many problems identified in the piece is the following paragraph about Google working on a competitor to Amazon Echo:Separately, Nest asked to be included in a secret Google project to create a competitor to Amazon’s Echo, a voice-controlled personal assistant device. But the Google executive in charge of the project, which has not been reported on publicly until now, said Nest would not be involved in its development, according to a person with knowledge of the discussion.Amazon’s Echo personal assistant has been a surprise hit for the company. Amazon hasn’t released sales figures but there’s considerable data and speculation from third parties that argue it has sold very well. That’s also indicated by Amazon’s rele…

Content marketing: nine tips for herding your stakeholder cats

As content marketing types, we’ve all been there. After all that ideation and PM and creativity, it turns out that just getting your content reviewed and approved can be the hardest part of the whole process.Check out these tips for herding your stakeholder cats…Image credit: Rich Bowen on FlickrMarketing professionals cite ‘chasing feedback’ as the biggest barrier to getting content live, according to our most recent survey of the UK’s culture of content.But when it comes to engaging with those all-important content stakeholders, common sense, courtesy and dash of kidology can get you a surprisingly long way…Don’t see stakeholders as the enemyIt’s tempting to demonise your content reviewers and approvers, to see them as heartless crushers of creativity and editorial intuition. But they have a job to do, and often a very important one, like preventing your company being sued, minimising product misinformation or protecting the brand.Seeing these people as colleagues or collaborators…

German mobile marketer Glispa announces purchase and launch of Ampiri ad mediation platform

Mobile marketing firm Glispa announced this week the launch of its Ampiri ad mediation platform. The addition means the Berlin-based company is now offering other ad networks to its app publishers as its ads become just another choice, moving the company closer to a one-stop marketing shop for app makers.Last year, Glispa acquired the St. Petersburg, Russia-headquartered MoneyTap platform, a purchase that it is also now formally announcing. That platform, which came with access to several hundred ad networks and demand-side platforms (DSPs), has now been integrated into the Glispa stack and rebranded as Ampiri. Deal terms have not been announced.Glispa’s stack previously included services for user acquisition, user engagement, and app store ranking, as well as an ad service launched last summer that focuses on in-app native ads. The company supports iOS, Android, and Unity apps, many of which are games.Chief Product Officer Freddy Friedman told me that, as one of the ad demand sources…

The 5 KPIs that define a successful social CMO

So you say you’re a socially savvy marketer — and you’re checking the boxes to ensure that you’re not just talking the talk but walking the walk. You’ve recognized the power that social data can yield to inform and drive your organization.You’re aggregating and analyzing data to inform and improve your company’s buzz, reputation, content engagement, lead generation and sales. You’ve mastered the science of the tweet on your personal or brand handle.But how do you know if your endeavors are having an impact on your organization’s marketing efforts?Beyond an occasional pat on the back from the big boss, there are several ways to measure the success of a social CMO or marketer. The following key performance indicators (KPIs) can help determine if your efforts are moving the needle and making a real difference in your business and on the bottom line, or if you need to pivot and change your strategy:1. A rise in engagementThis can mean various things to different organizations. For some, a…

Beyond last-click attribution: Other success metrics you should be tracking

Every digital marketing strategy has an “end goal” designed to improve the bottom line. Many marketers focus on last-click attributed conversions (e.g., a sale, form completion or registration) to assess the success or failure of their digital investment.But there are many required touch points before a prospective customer commits to making a purchase, filling out a form or picking up the phone.This article focuses on the importance of measuring non-converting actions in addition to conversion metrics.Visualize the buyer’s journeyGoogle created an interactive tool to help marketers visualize a digital buyer’s journey based on company size, industry and geo-targeting (although the data are limited to select locations). While somewhat generalized, this tool does illustrate the way a customer is impacted by digital media throughout the decision-making process.Touch points with a brand can include social, paid search advertising, banner ad placements, organic search, email, referral and …

10 brilliant UX features from the Airbnb website

Airbnb has been very successful, to say the least. Of course, a disruptive business model has been a big factor, but a great user experience has played a big part.While travel brands have. in general, been slow to adapt to the web, brands like airbnb (and have shown the way in terms of UX.So, here’s a selection of UX delights from Airbnb…Easy search boxWhen you head to the airbnb homepage, user attention will tend to focus on the search box.It’s simple to get started too: enter destination, check in/out dates and number of guest and you’re in.Compare this to the ibis homepage (both shots show what’s visible above the fold). The search box doesn’t stand out against all the other elements on the page.Search results pagesThe presentation of site search results is very important. The ease of use, ability to tailor the selection to your needs and find key information can drive more bookings.Here, the presentation is clear, and there are plenty of ways to sort and filter the se…

New report: Almost all bad bots are highly sophisticated and hard to detect

There is one bright spot in Distil Network’s third annual report on bad bots, out this week.Human-generated Internet traffic outnumbered bot traffic last year from the first time since 2013. So carbon-based life form have re-taken the lead online.But it’s downhill from there, according to “The 2016 Bad Bot Landscape Report: The Rise of Advanced Persistent Bots.”About 28 percent of all web traffic comes from non-malicious bots, according to the report, while the bad guys are about 18 percent of the total.Good bots include search engine spiders, Facebook pulling in external content, or the Internet Archives adding images of websites to its collection. Bad bots can fraudulently inflate web traffic or load ads, conduct competitive data mining, harvest financial and personal data, attempt brute force logins, spam, wage man-in-the-middle attacks and transaction fraud, and more.One of the biggest takeaways from this new report, cofounder and CEO Rami Essaid told me, is that about 88 percent …

MarTech Today: Facebook partners with ad mediation platforms, the future of martech & an IAB calculator

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:Facebook Audience Network partners with third-party mediation platforms, including Twitter’s MoPub
Mar 24, 2016 by Ginny Marvin
The new Native Partner Program gives publishers using one of the approved mediation platforms access to FAN formats & demand.Report: Apple Pay moving to the mobile web, could give big boost to m-commerce
Mar 24, 2016 by Greg Sterling
Retailers should be doing everything they can to increase mobile transactions.#MarTech Conference: Vendor roundtable on the future of martech
Mar 24, 2016 by Derek Edmond
MarTech Conference chair Scott Brinker sits down with industry visionaries to discuss the future of marketing technology, and columnist Derek Edmond recaps the highlights.IAB releases a calculator to show how much ad spend goes to programmatic ad tech fees
Mar 24, 2016 by Ginny Marvin
Publishers and media buyers c…

3 ways to harness the ROI of customer reviews

Cut the marketing fluff — your customers aren’t buying it.In recent years, there’s been a seismic shift in the marketing landscape on a global scale. Shopping habits have changed, with more people turning to online channels and mobile devices when making purchases.And before they buy, most customers have conducted research, read reviews and identified the best deals — sometimes from the screen of their mobile phones while standing in a brick-and-mortar store.After a purchase, customers are looking to get social — they’re sharing their thoughts and opinions and warning others about potentially negative shopping experiences.Thus, brands have been called upon to deliver more authentic marketing content that comes directly from the consumer. Branded advertising is dead; sales-heavy messages won’t resonate with today’s audiences, and instead, a sense of transparency is dominating successful marketing and sales.Customers are looking for a two-way street where they can engage with brands and…

Six tips on measurement from the IAB Programmatic Marketplace

Not getting too complicated with metrics is just one important point covered in an IAB conference session all about attribution.Earlier this month, the Interactive Advertising Bureau (IAB) held its annual Programmatic Marketplace in New York and here are the six key takeaways from our favourite presentation: “Cross Device Measurement and Attribution: Accuracy, Efficiency and Impact.”1.Know your audienceAccording to eMarketer, 84 percent of U.S. adults use the Internet. Of that group, 81 percent do it from at least two devices.The first thing you have to do is make sure your data collection is strong. In order to measure someone’s customer journey as they toggle devices, you first have to know who they are.The second thing you have to do is make sure your user experience (UX) is equally strong. No matter who your customer is, you can be sure that they have no patience for slow-loading mobile pages or any of the other practices that compelled the IAB to launch its LEAN Ads Program back …

OnePlus 3 Specs Leaked: 5.5-inch FHD Display, Snapdragon 820 and 16MP Camera on the Cards

OnePlus One was amongst the first few phones that surprised us all by offering range topping hardware with all the bells and whistles at less than half the price of a conventional smartphone. Termed as the Flagship Killer by many, the OnePlus One went on to become one of the sought after device and the invite only system made buyers yearn for the device more. However, OnePlus 2 which was launched last year failed to take off as expected it is alleged that the low sales also forced OnePlus to offer the OnePlus 2 on direct sale.Now, the OnePlus 3 has been spotted on the benchmarks bearing a model number A3000 and the listed specs are as follows, 5.5-inch FHD display, Snapdragon 820 alongside the Adreno 530 GPU and 4GB of RAM/32GB of Internal storage. On the imaging front the OnePlus 3 is alleged to sport a 16-Megapixel front snapper and an 8-Megapixel secondary sensor. In all likelihood the OnePlus 3 will come preinstalled with OxygenOS based on the Android 6.0.1 Lollipop.The impending …

Marketing Day: New Facebook video metrics, Apple Pay updates & email A/B testing

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:Facebook Audience Network partners with third-party mediation platforms, including Twitter’s MoPub
Mar 24, 2016 by Ginny Marvin
The new Native Partner Program gives publishers using one of the approved mediation platforms access to FAN formats & demand.Optimize local marketing the same way big companies do
Mar 24, 2016 by Digital Marketing Depot
Together with BIA/Kelsey, Vendasta has released an in-depth look at the do-it-with-me (DIWM) service model for marketing solutions geared to small and medium-sized businesses. Small and medium sized businesses (SMBs) are the new frontier for digital services.Brand bidding & PPC optimization: Reducing your competition (Part 5 of 8)
Mar 24, 2016 by Lori Weiman
In Part 5 of an 8-part series on PPC brand bidding, columnist Lori Weiman shares her tips on how to deal with competitors who are bidding o…

Facebook Audience Network partners with third-party mediation platforms, including Twitter’s MoPub

Rokas Tenys / Facebook Audience Network (FAN) has launched a partner program for mobile mediation platforms to integrate with the mobile ad network. App publishers using one of the approved third-party platforms will be able to tap FAN’s native ad formats and get access to the demand generated by Facebook’s three million advertisers.Launch partners include Twitter-owned MoPub, Fyber and Opera Mediaworks.“As the pioneering full stack platform for native ads, we know publishers are eager to monetize with native formats. We’re excited to partner with the Facebook Audience Network to jointly improve the native ads ecosystem,” said Kate Herbert, senior director of MoPub Platform and Exchange Services. (MoPub, of course, offers access to its own native ad formats and access to Twitter’s version of FAN, Twitter Audience Platform.)FAN specializes in supporting native ad formats — display and video, as well multi-image carousel ad formats. Facebook recently expanded FAN from a …