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Showing posts from April 1, 2016

First-page minimum bids continue to rise in wake of Google desktop SERP changes

We’re just about a month out from Google’s sweeping changes to desktop SERPs, in which text ads were removed entirely from the right-hand rail and the number of text ads appearing above organic results increasingly grew to four, where there used to be three.As we reported a couple of weeks ago, the overall impact of the change hasn’t been dramatic, with at most minimal shifts in CPCs and traffic.Two observations included in our previous analysis were:Rising first-page minimum bids for non-brand text ads, as the total available ad inventory decreased from a maximum of 11 text ads per page to seven.Decreasing top-of-page minimum bids for non-brand text ads, as the total available ad inventory above organic results increased from three to four for some searches.In the days since, we’ve seen first-page minimums continue to steadily increase, while top-of-page minimums appear to be back on the rise.While it’s too soon to attribute these changes precisely to causes, these are the symptoms w…

From waste to win: watch how a simple change affects AdWords performance

Over the past two years, we’ve audited more than 2,000 AdWords accounts at Disruptive Advertising.I’ve written at length elsewhere about what we learned from all of these audits, but in this article, I want to explain how you can use our conclusions to directly improve account performance.To begin, let’s take a look at where most ad spend goes wrong. Then, I’ll show you how controlling wasted ad spend directly improves account performance. Lastly, I’ll explain how to use your own account data to access the full potential of your AdWords budget.Ready? Let’s get started.Where’s your budget really going?Ideally, your AdWords budget should be buying you clicks that are likely to convert — that’s the point, right?Since paid search advertising is intent-based marketing, your ads should show up for internet searches that indicate a strong purchase intent. In other words, you want to be seen when people are looking to buy what you have to sell.The question is, how do you know if your ads are …

The ideal Facebook advertising structure: single objective

There are multiple ways you can structure a Facebook advertising account. What I’d like to share today is a tried-and-true method I’ve honed over the years. It’s a structure that we follow 100 percent of the time for our clients.At its core, it’s simple and logical, yet it is not how most advertisers are structuring their accounts on Facebook. It’s based upon the principle of isolating single objectives at the campaign level, which I’ll explain further in this post.An objective is a single goal you wish to hit for your organization. Maybe you want to grow new user acquisitions for your SaaS product in Australia. Or you want to acquire new buyers of high heels for your e-commerce fashion brand. Perhaps it’s moving customers from a free subscription to a paid subscription. These are all isolated objectives and should be treated as such at the campaign level. Then it’s all about working down from there, with ad set parameters and the ads that will best meet your desired objective.Think o…

How artificial intelligence can be used for marketing

This week sees the launch of our Marketer’s Guide to Artificial Intelligence report, which takes a look at how AI can be used for marketing, now and in the future.In this extract, report author Martin Talks looks at the various ways marketers can make use of the technology.1. New customer experiencesAlthough AI still has limitations, forward-thinking brands are starting to harness its power to enhance the customer experience.They can do this by creating their own virtual assistants to help customers navigate through their product range or get acquainted with new functionality.Brands could also tap in to the virtual assistants being created by the Big Five Western tech companies…FacebookFacebook launched a concierge service called M through its Messenger app in 2015.M can purchase items, get gifts delivered, book restaurants, and make travel arrangements for the user. There is an element of the Mechanical Turk about it at the moment as it is powered by a combination of AI and real-life…

Why Choosing Free WordPress Theme for Your Blog is Dangerous: 6 Sad Reasons

Imagine you turn on your PC, to check out how your website is working?And you are like “what, where is my website”?I have got a bad news for you…Your website has got hacked and all your data is gone.Sound scary? Isn’t it?I did not mean to scare you, but this happens with many bloggers who choose a free theme for blogging instead of a premium one.Let me tell you the truth- free is not always good, even if it is a WordPress theme.In this post, I will show you why choosing a free theme could be dangerous for the blog.Imp note: There are many good looking free themes who offer encrypted free footers (Link free footer) & are of great quality. But, again their are still few donwside of using free WordPress themes over Premium WordPress themes.Why Free WordPress themes are not worth your time?1. Unwanted URLs in the footerWhen you choose a free theme, you also accept the user agreement from theme developers.In exchange of the free theme these developers always want you to keep their affi…

Retooling mail optimization: how real-time actions put direct mail back into fashion

Before the evolution of digital, direct marketers relied on physical mail as a rewarding channel to drive customer actions, one that they continue to spend $45 billion on each year in the US.But marketers have made more room for digital as postage rates have increased, the cost of printing has continued to rise and marketing automation has made real-time one-to-one marketing a reality.Marketers have an increasing number of ways to serve their message to consumers. And they now have the tools to know how many people sit for the whole marketing breakfast. Yet they still don’t know who wants their eggs over easy and who opts for oatmeal.What they need to do now is find out what appeals to each person, anticipate what they need and personalize the offering without being obvious about it. The concept and desire have been there — intent data and marketing automation will make it a reality.Pixels meet postcardsIt’s important to understand the gap between digital and direct mail — how do they…

MarTech Today: AdTheorent’s predictions of retailer visits, “Hacking Marketing” review & tools for web optimization

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:.Ad network AdTheorent can now forecast if you’re likely to visit a physical store after seeing an ad
Mar 31, 2016 by Barry Levine
Partnership with location analytics provider Placed tracks which ad-targeted users actually visit, so its machine learning-created model can predict others.Salesforce VP: In the age of predictive and self-learning tech, marketing is turning into goal-setting
Mar 31, 2016 by Barry Levine
Marketers, Leslie Fine said, will increasingly focus more on their destinations and less on the step-by-step turns to get there.Is your marketing organization struggling with the pace of digital? “Hacking Marketing” is the answer [Review]
Mar 31, 2016 by Chris Elwell
Scott Brinker’s book explains how modern marketers should adopt software development practices. Columnist and Third Door Media CEO Chris Elwell reviews the new relea…

Martech: What happens when you’ve been over-served?

We all know the phrase, “too much of a good thing.” And in reality, too much of a good thing can turn into a bad thing. This can definitely be the case when it comes to marketing technology.Though we may start out with the best of intentions — to automate processes, become more efficient, improve measurement and better target and personalize interactions with both customers and prospects — the relentless addition of ever more marketing technologies has become a bit like being over-served on St. Paddy’s Day.Whether it happened on your watch or is something you’ve inherited coming into a new role or company, it’s yours to tackle. And with approximately 3,500 martech vendors shouting for attention and sales pros wanting better, more qualified opportunities, this challenge won’t solve itself.Recognizing martech overloadMarketing today has big mandates (go digital, get personal, utilize data, acquire new customers) and challenges (manual-ness, silos, inefficiency, data chaos).Chances are, …

Five 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 we have lots of stats, only one or two updates from Google (for a change), and Instagram gives Peter Jackson a run for his money.Google redesigns AdWordsAs Matt Owen reported earlier this week, Google has redesigned AdWords to look more visually appealing and easier to use.“The most relevant metrics are front-and-centre Clicks, Conversions, Cost and CTR. While further down, graphs display the ad groups that are performing best, and a nice graph displaying your split across devices. It’s also nice to see a simplified navigation menu, which should mean less time messing around in settings to find location data.”So these are mostly aesthetic changes to bring it into line with its other products, but it’s also clear that Google wants make it more accessible to the marketer without much training or experience with AdWords.More than one-third of millennials begin…

MIT’s New Research Technology Lets Single WiFi Access Points Detect Users Position

Wi-Fi has been one of our main concerns when we move out, it is very common to see customers in a café rushing towards the counter for Wi-Fi pass. Now just think about this what if the Wi-Fi tries to find us instead of the vice versa, this would not just make latching on to a network easy but also increases the level of security.MIT’s Computer Science and Artificial Intelligence Lab has enabled a single WiFi access point that would find the users within a certain radius. The researchers claim that this might be a very safe network for interconnected devices inclusive of smart homes, safer drones and most importantly a password free WiFi.Professor Dina Katabi, leads the team and the research paper exhibits a system called Chronos which as we said earlier will enable a single point WiFi that will locate the users within tens of centimetres, sans the need of external sensors. The researchers demonstrated the Chronos at a café and also showed off a drone that could maintain a certain dist…

Smartphone Sales for the First Time will Drop to Single-Digit Growth: Gartner

It’s no surprise that smartphone sales are going through a tough period as OEMs juggle between offering great products at a budget price and customary premium ones at nonsensical costs. Things have been progressing slowly because OEMs weren’t able to pack any justified reasons for a customer to upgrade their handheld game last year. Providing more evidence upon it, a new Gartner report reveals that smartphone sales for the first time ever, have witnessed a single-digit growth.Global smartphone shipments are estimated to reach 1.5 billion units, nearly a 7 percent increase from 2015. Moreover, the entire mobile phone market is predicted to stand at 1.9 billion units. The major cause for the slowdown has been the fact that vendors have not been able to drive the prices low enough for a ‘good enough to use‘ smartphone below $50 making it difficult for consumers still operating on feature phones to upgrade. Gartner predicts that, through 2019, 150 million users will delay upgrades to smar…

Mi and YU Joining Hands to Launch Household Automation Brand, Famili?

After slugging it out in the smartphone segment for more than a year, YU Televentures, Micromax’s sister brand, and Xiaomi, might be on the verge of starting a joint venture. As per our sources, the two brands will bring their own skill sets to the table and work out synergies for a new brand that we hear will be called Famili, and will be targeted at the household automation segment.The rumour of the JV might surprise some (it did surprise us too) but on closer inspection, you can see similarities between the two companies as regards their household automation aspirations. Xiaomi has been releasing devices like rice cookers and water purifiers, while YU has been trying to bring out software solutions like Around YU and fitness bands. The Famili brand will allow both brands to pool their not inconsiderable resources and bring to the Indian market a whole new array of household automation products. Our sources say that the first array of products will include hair dyeing robots, palm f…

April Fools’ Day 2016: Google gets the ball rolling with Flick keyboard, Gmail mic drop & more

We haven’t quite crossed over to April 1, but being the over achievers they are, Google has already began releasing its April Fools’ Day gags.So far, we’ve spotted a disco-clad pegman on Google Maps, a Google sock-finding app on Google’s Australia blog, a new “Flick” keyboard from Google Japan, and two Gmail (fake) hacks: an emoji-powered smart reply feature and a “Send + Mic Drop” option.You can see a rundown of April Fools’ announcements from Google – and others as I’m sure Google won’t be the only perpetrators of April Fools’ jokes – below. As more April Fools’ shenanigans happen, we’ll update this story to include whatever we find.Google’s Disco PegmanWhile the Google Maps pegman may or may not be dressed to disco, he definitely is sporting a beard and purple suit with retro butterfly-collars – a much cooler pegman for April Fools versus the square that usually shows up for Street View images.Google Japan KeyboardGoogle Japan went all out to develop the Flick bluetooth keyboard –…

Marketing Day: More Amazon Dash buttons, Interview with Salesforce VP & DocuSign’s CMO

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:Amazon adds 100 new Dash buttons & triples the number of available brands
Mar 31, 2016 by Amy Gesenhues
The e-commerce giant says Dash button orders have jumped 75 percent over the last three months.Salesforce VP: In the age of predictive and self-learning tech, marketing is turning into goal-setting
Mar 31, 2016 by Barry Levine
Marketers, Leslie Fine said, will increasingly focus more on their destinations and less on the step-by-step turns to get there.Video ads are coming to Facebook Instant Articles
Mar 31, 2016 by Tamar Weinberg
Facebook Instant Articles open to all publishers on April 12, and publishers will be encouraged to take part and make money on advertising with video ads.DocuSign CMO aims to bring his brand to life by giving it more of an emotional POW!
Mar 31, 2016 by Amy Gesenhues
Get to Know: DocuSign CMO Brad BrooksA centu…

Amazon adds 100 new Dash buttons & triples the number of available brands

Amazon has added more than 100 new Dash buttons, tripling the number of brands now available to Amazon Prime members who use the WiFi connected gadget to purchase household goods.Brawny, Clorox, Peet’s Coffee, Doritos, Playtex, Red Bull and Starbucks are just a few of the names Amazon listed among the new brands attached to its Dash program. With the additional brands, several new retail categories are now represented, including snacks, vitamins, office products, pet supplies, feminine care and batteries, as well as new beverage options.Dash director Daniel Rausch says Dash button orders have grown more than 75 percent over the last three months.“Customers are using Dash buttons more than once a minute,” says Rausch.You can see a full list of the newly added buttons listed on Amazon’s news release: More Than 100 Amazon Dash Buttons Now Available, Giving Prime Members the Easiest Way to Order Thousands of Products.

via Marketing Land

Salesforce VP: In the age of predictive and self-learning tech, marketing is turning into goal-setting

You don’t have to go very far in the marketing tech space these days to bump into predictive technology that scores future customers, system intelligence that puts unnoticed pieces of data together, or machine learning that recognizes useful patterns in piles of data.More and more, smart marketing tools are generating insights, assisting with or making decisions, and even taking actions.But this calls into question what the field is about. Since the first time someone stimulated interest in a new product, marketers have assembled information and made choices about ways to get the word out about their products, increase the number of customers, generate customer loyalty, and boost sales.So, it’s not out of bounds to ask: what is the marketer’s role when increasingly self-reliant and autonomous intelligent software do those things?To get some perspective on this, I checked in with Leslie Fine, Salesforce Vice President of Product, Data, and Analytics.Marketing is becoming more about the…