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Showing posts from April 26, 2016
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Five reasons why GTIN should be your new favorite Google Shopping acronym

There’s a deadline coming up in the wonderful world of Google Shopping. Third Door Media’s paid media reporter Ginny Marvin talked about it back in February, and you might be seeing some warnings on the Diagnostics tab in Merchant Center.Here’s the deal: If you sell a product that has a Global Trade Item Number (GTIN), you need to include that in your feed by May 16, 2016, or else those items will be disapproved.You’re probably already including some of these, as we’ve required this from 50 brands for more than six months, and many of you have been providing GTINs for most products in your feed for years. But now you need to include it for everything that’s a new brand-name product sold by multiple merchants.Like all of you, I have complicated emotions when it comes to deadlines. They help get things done, but they can also be a pain in the butt. There’s plenty of other stuff to do, so why is Google (my employer) forcing this change?Because it makes things better — that’s why. We’ve s…

YouTube launches 6-second Bumper video ads to extend TrueView campaigns

As YouTube has added a short-form video ad option to its lineup. Called Bumper ads, the six-second videos are available through AdWords and sold on a CPM basis.Google is presenting Bumper ads an add-on to traditional TrueView or Google Preferred campaigns. The short snippets are meant to complement the broader messaging and help extend the reach of a campaign.Atlantic Records was among the pilot testers that combined Bumpers with a TrueView campaign to promote an album launch. The company used Bumper ads to spotlight individual guest performers featured on the album, while the longer TrueView ads featured more about the album and the band. “When used in conjunction, TrueView plus Bumpers really work more effectively than either format on its own,” Fiona Byers, Senior Marketing Manager of Atlantic Records/Warner Music Group told Google. Audi tested Bumpers as a way to serialize its TrueView video ads, cutting up the longer format into 6-second snippets.The short ads will appear before v…

The complicated local path to purchase: 7 marketing tasks to do yourself and 7 to outsource

Today’s consumers have lots of options to find local businesses, and they use them all. There’s no fixed path to purchase — customers each travel a different route through their favorite apps, media and websites to find and select where they will spend their hard-earned money.The Local Search Association (LSA) conducted its annual Local Media Tracking Study of more than 8,000 consumers in 2015 and found that consumers started their search for local information most commonly with search engines, but only by a plurality — 40 percent.The rest of consumers turned to a variety of other media as their first source, including company websites, directories, review sites, newspapers and mobile apps, as illustrated below.Source: 2015 LSA Local Media Tracking Study LSA data also reveals that consumers’ choices flatten out away from search engines as they venture deeper into the path to purchase.Typically, when consumers are ready to make a purchase, or they make one last visit to a media source, …

3 signs your small business should forego social media, and what to do instead

If you’re a small business owner, the title of this article may not sit well with you. After all, there’s no shortage of online articles and blog posts insisting that it’s necessary for businesses of all sizes to maintain a social media presence.Admittedly, having a professionally crafted social media presence does benefit many large companies worldwide. Social media, when done right, can give a brand or a public figure an effective “voice” and let their personality shine. (Even Bernie Sanders can attest to social media’s branding abilities.)Effective social media practices also can make a company more visible, as well as build trust with its consumers.However, all this being said, a huge problem exists for small businesses that spend time and effort on social media: The return on investment is often lacking.Countless small businesses don’t have the ability to do social media right. Is yours one of them? Here are three signs that you need to be getting out of the social media arena:1.…

PaperG, now “Thunder,” offering cross-channel creative tools for display and social

PaperG began in roughly 2007 as an automated display ad creation tool for the small business (SMB) market. It evolved into an enterprise platform for the programmatic display world and now has rebranded as “Thunder.” “Flash comes before Thunder,” CEO Victor Wong joked in explaining the choice of the name.While the company hasn’t abandoned the SMB market, it’s now much more focused on tools for major brands and agencies. In its new incarnation the company is offering a way for marketers to develop essentially unlimited versions of ads for the PC and mobile and for different screen sizes.“Thunder is the only platform that allows you to edit for display and social channels simultaneously,” according to Wong. “We asked what software for creative would look like if it were built today.”Rather than create “one ad for one audience and one screen,” the way ads have historically been built, Thunder is intended to automate creation of numerous versions of the same campaign for multiple screens …

Beyond local SEO: Greg Gifford on how to win the visibility race

Last Friday at a packed-out Brighton SEO conference, expert local search consultant Greg Gifford delivered a fast and furious presentation on the secrets of local marketing visibility: it’s not just aboutlocal SEO.In a slide-show brimming with references to classic car movies, Greg Gifford raced through a host of tips and tricks that can massively improve your business’s local visibility and let you storm ahead of the competition.The days of “just having a website” and trying to make it rank near the top are over; it takes more than just SEO to market to local customers. That’s not to say that local SEO isn’t important, of course, but it shouldn’t be your only consideration.By thinking about local SEO as just one part of a wider visibility strategy, you can ensure that your business has a presence across multiple channels, not just in search. That’s better for your customers as well as for you.In his talk, Gifford gave a run-down of other key areas to pay attention to, and how to opti…

The convergence of SEO and UI goals for mobile users

One year after Google put an algorithmic premium on mobile experience, the so-called “Mobilegeddon,” Google is at it again. New tools are coming in late spring to help webmasters make their websites work better on mobile devices.Mobilegeddon was the consequence of businesses not making their websites easier to use on smartphones and other mobile devices. Google’s updates were an incentive to reward webmasters by ranking mobile-friendly websites higher in search results.However, there was fallout: webmasters without mobile optimized sites saw as much as a 12% plunge in traffic to non-mobile sites, according to an Adobe study in July 2015.Small businesses in particular suffered because only a third of such businesses had a mobile optimized website, according to eMarketer.Google must focus on mobile because more than half of all Google searches are from smartphones and mobile devices. If consumers do not have a good experience when they click on a mobile SERP link, they will likely leave…

The need for speed in email marketing

The marketplace moves at the speed of light. Email marketing technology? Not so much. Now more than ever, marketers have a need for speed — nimble technologies that help us respond to real-time opportunities by targeting key audience segments.Big data equals slow dataCustomer data is the fuel that drives effective marketing campaigns. In the world of big data, conventional wisdom has said that a massive database is the variable that separates rock-star campaigns from the rest of the pack.But conventional wisdom is changing.Increasingly, marketers are realizing that big data only tells part of the story. The other part involves converting that data into actionable insights that can be generated on a moment’s notice to take advantage of marketing opportunities.Let’s say your company sells umbrellas. Since no one cares about umbrellas on sunny days, it would be helpful to market to audiences who live in cities with rain in the forecast. All you have to do is check national weather foreca…

3 techniques to keep your content from being ignored

The days of vintage advertisements, where glitzy sales techniques were employed to get new buyers, is long gone. The campaigns from the 1960s “Mad Men” days cause many of us to shudder at the duplicity involved.Instead, today’s marketers use content in a myriad of different media to communicate and inform their buyers. Regardless of channel used, the goal of the content is to engage and convert prospects to buyers.And content marketing works! Why else would 76 percent of B2B marketers plan to create more content than they did one year ago?But the success that led to the rise of content marketing has produced reams of content that our buyers are drowning in. There’s simply too much content, and most of it is being ignored.We marketers need to stop creating so much content — ahem, so much useless content. Instead, we need to create content that matters. And we need to deliver it at the right time.Here are three techniques to get us there.Put your content in context: Deliver the right co…

OpenX: Mobile topped 50 percent of global volume in Q1; Higher CPMs on apps than mobile web

The OpenX, which operates a programmatic platform that includes an ad exchange and supply-side platform, reported Tuesday that over 50 percent of global ad volume on the exchange came from mobile in Q1 2016, up 180 percent from a year ago.OpenX said, on average, CPMs on mobile apps were 50 percent higher than CPMs from mobile websites.In Q1, OpenX launched Bidder for Apps to extend its header bidding solution to mobile apps and Real-Time Guaranteed (RTG), which gives publishers a way to secure commitments from advertisers and execute those ad buys, complete with real-time audience targeting for advertisers, via programmatic processes. RTG supports mobile apps as well.The company says header bidding increased 300 percent year-over-year in Q1.These stats were part of a quarterly update by the independent firm, which did not release revenue numbers for the quarter. For 2015, OpenX reported annual net revenues of $140 million, an increase of 40 percent year-over-year.

via Marketing Land

MarTech Today: Videology uses Nielsen for online/TV targeting, illegal ad-blocking in the EU & understanding DMPs

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:Video ad platform Videology now utilizes Nielsen data for combined online/TV targeting
Apr 25, 2016 by Barry Levine
For instance, a retailer can now understand and apply the TV viewing habits of visitors to its website.Publisher ad-blocking-detection could be illegal in EU without user consent
Apr 25, 2016 by Greg Sterling
Script-based ad-blocking detection, which accesses “personal data,” implicates consumer consent rules of the European e-Privacy Directive.[VIDEO] Marketing Land Live #10: Who’ll buy Yahoo, 20 years of search & more
Apr 25, 2016 by Matt McGee
In the latest episode of Marketing Land Live, Ginny Marvin, Greg Sterling, Danny Sullivan and Matt McGee talk about the big marketing news from the past week.A new approach to measuring “engagement” on content-heavy sites
Apr 25, 2016 by Nick Iyengar
If no easily identified conver…

Hover Camera is a Light and Foldable Follow Me Drone that Doesn’t Require FAA Registration

We have witnessed a couple of follow me drones and some of them like the Lily were extremely impressive. Hover Camera is yet another follow me drone that weighs in at just 238 grams and can be folded and tucked away easily. Now why we emphasized on the weight is the fact that it lies well within FAA’s limit for mandatory hobbyist drone (250gms) registration, all thanks to the light material used for its construction.As we can see the four propellers are guarded by a caged enclosure made up of Carbon Fiber and this will ensure that you don’t damage the propellers during an accident. The caged propellers also boast of an increased level of overall safety. The company has told Engadget that the Hover Camera had to be built completely from scratch since using off the shelf component for such a small devise would not be recommended.The highlight of the drone is the 13-Megapixel camera that is also capable of shooting 4K videos. The camera comes accompanied with a dual-tone flash and it use…

What’s the difference between responsive, adaptive and mobile-friendly sites?

Mobile adaptive sites and mobile responsive sights are the same, and both are synonyms for mobile-friendly… right? Not quite. Here’s a breakdown of the differences.Last year, Google shook up the industry by switching up its mobile search algorithm to favor mobile-friendly sites. A fairly self-explanatory term, “mobile-friendly” refers to, well, a site that works on the smaller screen of a mobile device.Mobilegeddon was a natural response to the natural shift in people’s browsing preferences, which are increasingly moving toward mobile devices. In an uncharacteristically transparent move, Google let everyone know about the update nearly two months ahead of time, even including tips for increased mobile-friendliness: avoiding software like Flash, which isn’t common on mobile devices; text that’s big enough to be read without zooming; links and buttons spaced far enough apart to accommodate fingers.But while it’s clear what constitutes a mobile-friendly site, there’s still a level of con…

How to optimise your page images to increase site speed

Google’s official slogan is “Don’t Be Evil”, but it’s long been rumoured that the company has a second, internal motto that they tend to keep under wraps:“You’re either fast, or you’re f***ed.”We’ve written about site-speed in the past, and there’s no doubt of its importance (if there is, stick around for the stats section of this post) but for content marketers, improving the speed of your website is often seen as a particularly arduous technical exercise that’s completely out of your control. Only a back-end full-stack engineer can speed things up significantly, right?As it turns out, nothing could be further from the truth. As Tom Bennet from Builtvisible explained in his excellent recent talk at Brighton SEO. Here, I’ll run through some key points Tom addressed to show how and why you should concentrate on delivering a lightning-fast experience to users.Why is site speed important?Now, I mentioned stats didn’t I?According to the official Google webmaster blog, site speed matters. …

Gmail App on Android will Start Supporting Microsoft Exchange Accounts

The Android Gmail app has been very consistent over the time despite the addition of several new features it’s one of the few apps that has rarely let me down. A recent update has bought with it the ability to use Android Gmail app for mail flow and calendars with Microsoft Exchange. Previously, the complete access to use dual delivery mail system comprising of both Google Apps and Microsoft Exchange was just limited to some of the Nexus devices and with this update any Android users can use Exchange servers.The update seems to be still at works and most probably Google will be rolling out the same in a few days. Post the update users will be treated to a new Exchange option which would let them sync up both the accounts simultaneously. It has been quite a while since Google has supported third party providers including Yahoo, Outlook and Hotmail but that being said it lacked the Exchange feature which as we said earlier was only restricted to some of the Nexus devices.All your mail i…