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Showing posts from June 6, 2016
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Google Expanded Text Ads: 10 things you need to know

Expanded Text Ads are coming to Google AdWords. Are you excited? But more importantly, are you ready?Expanded Text Ads were one of several huge AdWords changes Google announced recently – if not the biggest. I still can’t believe that Google will soon actually increase its ad text limits by 2x!So what exactly is changing? Here are 10 things advertisers need to know about Expanded Text Ads.1. What are Expanded Text Ads?Expanded Text Ads are 2x bigger than current text ads. The new ads are designed to maximize your presence and performance on mobile search results with a bigger headline and an extra long description. (And with a mobile-first mindset, whatever works on mobile is going to get applied to desktop too.)Expanded Text ads will show across all devices – desktop and mobile – and will wrap automatically based on device size.Google began testing Expanded Text ads in Q2 of 2016.2. Why is Google making this change?Google is calling this the biggest change to text ads since AdWords l…

Enterprise SEO Platforms Marketer’s Guide — Updated for 2016

Marketing Land’s “Enterprise SEO Platforms: A Marketer’s Guide” examines the market for enterprise SEO software platforms and the considerations involved in implementing this software into your business.This 44-page report is your source for the latest trends, opportunities and challenges facing the market for SEO software tools as seen by industry leaders, vendors and their customers.Included in the report are profiles of 13 leading SEO tools vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing.Visit Digital Marketing Depot to download your copy.

via Marketing Land

Supreme Court allows AdWords class action against Google to proceed

According to Reuters, the Supreme Court has declined to hear an appeal from Alphabet/Google concerning an advertiser class action. The underlying litigation was filed on behalf of advertisers who used AdWords between 2004 and 2008.The original suit (Pulaski & Middleman v. Google) claims that Google deceived advertisers about where their ads would appear across the Google network. The plaintiff advertisers sued under California’s Unfair Competition Law and Fair Advertising Law. They claimed Google had deceived them by failing to disclose the possibility that their ads would potentially show up on so-called “parked domains” and error pages. The suit sought refunds and “restitution of moneys Google wrongfully obtained.”According to federal court procedural rules, certifying a case as a class action can/should happen if:the class is so numerous that joinder of all members is impracticable;there are questions of law or fact common to the class;the claims or defenses of the representati…

Warning: Don’t fall victim to content strategy’s biggest mistake

If you think content strategy and content marketing are independent of each other, your content doesn’t stand a chance. Here is why:Content strategy vs. content marketingYes, the two concepts are drastically different from each other, but understanding that you can’t successfully do one without the other is a must.Think of content strategy as a whole hamburger, with content marketing being the bun that holds that strategy together. A content strategy would fall apart if it didn’t have the support of content marketing, so why do we separate the two?In its most basic form, content strategy provides answers to the Four W’s: Who? What? Where? Why? Content marketing answers how it will reach the target audience.The problem many content strategists run into is that they think their job is done once they have provided answers to the Four W’s.They wipe their hands clean and then rely on the content marketer—whether that’s an SEO expert, outreach specialist, or CRO professional—to take it from…

Get an exclusive look into SocialPro, only 2 weeks away

We designed Marketing Land’s SocialPro to help you understand, navigate and leverage the richly varied, but often confusing channels that make up the social media marketing universe. We’ll show you the most advanced, cutting-edge tactics and techniques to reach and engage with those users, whether they’re on Facebook, Twitter, Pinterest or any of the other popular social media networks. Sessions focus on best practices, tactics, tips and success stories from some of the most effective social media marketers and brand managers in the world. Our speakers will share tactics and case studies from their most successful campaigns, providing you with valuable takeaways that you’ll be able to put to work in your own campaigns right away.SocialPro takes place at the Bell Harbor conference center in Seattle, June 20-21. Set in a modern, state-of-the-art conference facility with the exceptional content and speakers you always expect at Marketing Land events, you’ll also have plenty of networking…

[WATCH] Marketing Land Live #16: Amazon’s latest lawsuits, Instagram business profiles & more

In its quest to keep product reviews trustworthy, Amazon has set its legal sights on a few retailers that it says have been buying fake reviews. The company filed lawsuits against three companies that Amazon alleges have been doing that — lawsuits that follow on Amazon’s past legal efforts to stop third-party websites that offer fake review services, as well as individuals that offer to write fake reviews for a fee.That was the lead topic on the latest episode of our weekly video show, Marketing Land Live. We also talked about Instagram’s business profile plans, Google’s new website assessment tool and much more.Marketing Land’s Amy Gesenhues, Ginny Marvin and Barry Schwartz joined me this week. The show runs about 48 minutes, and you can watch the replay below. Be sure to scroll below the video for this week’s Show Notes, with links to the stories we talked about. Show NotesPaying for fake product reviews? Amazon may sue youGoogle says page speed ranking factor to use mobile page spee…

Your brand refresh: What should you expect from social?

Several weeks ago, Instagram surprised users around the world with a colorful new direction for its logo. The new design began appearing on desktop and mobile app home screens and sent waves of hot takes shooting across social networks.With all the opinions and conversation on the update, it made me wonder what social media data might be able to tell us about other recent brand refreshes. Social media, after all, is now the world’s largest real-time focus group, as most people aren’t shy about sharing their opinions with the rest of the world.What patterns can we see with announcements around new branding, icons and logos that will help us set our expectations as we plan future brand refreshes? Will customers and prospects embrace the new direction put forth by a brand, or will they dig their heels in and resist change?I mined Twitter data over the past 13 months to check the audience’s reaction to a series of brand and logo changes (including Google, IHOP, Sbarro, the Toronto Maple L…

4 strategies for stretching your summer marketing spend

“What can we do to get more out of our marketing budget while spending less?”Groan, eye roll and so on. It’s a common request that makes marketers collectively cringe, yet it’s a challenge we’re constantly asked to overcome.So, how does one beat the marketing heat and make the most of a summer budget? We’ve compiled some advice for the marketer looking to make a splash in the coming months. Some of these tips are simple, necessary reminders that will help you get a leg up, while others require a bit of upfront work and will pay dividends for seasons to come.Without further ado, below are four strategies for stretching your marketing spend this summer.1. Revisit data from last year’s campaignsMost marketers are anxious to get our hands dirty — we’re excited to jump in and get to work. That said, it can be difficult for us to take a big step back and really assess what has worked for us in the past.To make this activity more exciting, try framing it in a different way that stretches you…

Measuring email effectiveness in retail banking

For most industries, email is generally considered a very high ROI marketing channel. But the retail banking sector seems to be an exception to this rule.It’s not that retail banks don’t use email. In fact, most banks are very good at it and have tight operational controls over the channel. They even tend to have a comprehensive view of the customer, given the amount they spend in consumer data integration (CDI) and general prowess in analytics.In other words, banks have the people-based marketing assets most companies would love to have, yet they don’t always know how to accurately measure the effectiveness of their email campaigns. In fact, one retail bank once told me, “We don’t even measure email.” What he meant was that they don’t ascribe a value to it beyond engagement, as measured by open and click rates.Before we get into specific tactics on how you can measure the impact of email on your customer base, it’s important to note that to properly evaluate email, you need to use a …

How to actually engage influencers on Facebook

Being the largest social media network in the world, Facebook is a natural choice when it comes to nurturing connections and building relationships with industry influencers.Influencer reach is undeniable. It isn’t the simple matter of getting popular people to talk about you. It is building relationships that lead to other relationships, and so on and so forth. This is both on the B2B and B2C end, and applicable regardless of industry.So how to use Facebook for influencer outreach? Here are a few actionable ideas!Research what works for your competitorsAny strategy starts with brainstorming and continues with competitor research which is supposed to improve and expand your initial ideas.There are not many tools allowing for a competitive research on Facebook but here the two I am aware of…BirdSong Analytics provides an indepth engagement report for any Facebook page you provide. My favorite part is day-of-the-week and time-of-the-day report showing time slots when your competitor’s f…

Maggie: the essence of content strategy

On more than one occasion, I have been asked the question, “What is the value of developing content?” Typically, the person asking the question already has an idea as to the answer, which usually includes some iteration of the concept that “content is king” — meaning that it is what Google prefers, and that it ultimately helps with search performance.While accurate, I believe that this train of thought puts brands that are engaging in content marketing at somewhat of a disadvantage. Allow me for a moment to propose a different lens…Content is King MaggieI’d like to tell you a story about Maggie. Maggie has lived in her hometown all of her life, and for the past 25 years she has worked for the same company. Her first day on the job, Maggie was at the door greeting customers. Twenty-five years later, Maggie holds a high-level role in the company and understands its ins and outs. Maggie has a deep knowledge of the value her company holds, not only for its customers, but also for its indu…

MarTech Today: IBM’s ads that think, the IoT of retail & more

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:IBM announces Watson-powered ads that think
Jun 2, 2016 by Barry Levine
The new “cognitive ads,” launching this fall initially through IBM’s The Weather Company, enable consumers to conduct brand-related conversations with the Jeopardy winner.Instagram’s algorithmic feed will officially roll out over the next month
Jun 3, 2016 by Tim Peterson
Instagram claims people miss 70% of the posts in their reverse-chronological feeds, so it will officially roll out an algorithmic feed over the next month.How to harness the IoT of retail technology
Jun 3, 2016 by Allan Haims
As the Internet of Things transforms retail, columnist Allan Haims discusses the hurdles and how businesses can successfully integrate the vast amounts of IoT data. My SEO optimized & UI-friendly e-commerce Frankenstein
Jun 3, 2016 by Christian Sculthorp
If you could create th…

Where do the biggest brands spend their marketing dollars?

Different retailers have different priorities when it comes to their marketing budgets, but the most valuable brands – Amazon and Apple – are banking on search.We all know Amazon is the undisputed king of ecommerce. From November 2014 to November 2015, the company raked in more than $71 billion in online sales, which is more than Walmart, Apple, Macy’s, The Home Depot, Best Buy, Costco, Target, Gap Inc., Williams-Sonoma, Sears and Kohl’s sold. Combined.What is Amazon doing that the others aren’t?According to Fractl, a Florida-based content marketing agency which analyzed the marketing spend of these massive retailers, search gets the lion’s share of Amazon’s budget. During that year period, the ecommerce giant spent $8 million on TV and radio, a number that sounds very high in isolation. However, Amazon spent $54 million on print and $1.35 billion on search.Among the other retailers, only Apple – called the most valuable brand in the world last year – and Etsy prioritize search to suc…

The Death of CDMA in India

CDMA, which stands for Code Divison Multiple Access, was a second generation telecommunications standard pioneered by chip maker Qualcomm. GSM, thanks to its wide adoption in all the European countries had gained critical mass much before CDMA and became the dominant standard for 2G telecommunications all over the globe. However, CDMA still managed to find a firm footing in America and Japan.CDMA in IndiaCDMA as a technology had managed to find a use case in India by acting as substitute for wired landline connections. Wireless Local Loop (or WLL) was widely used by BSNL and Tata to provide landlines that could be used anywhere. Remember Tata Indicom’s Walky? BSNL being a landline operator had lower interconnect charges and WLL operators tried to leverage the same but had failed. After their inability to have the same interconnect charges as that of BSNL, WLL operators tried to convince TRAI that since CDMA required lesser spectrum than GSM, they should be allowed to provide full fled…

Can moving to a new TLD boost search rankings?

One of the big questions in SEO today is how new TLDs (top-level domains), like .LIVE, .NEWS or .ATTORNEY, are affecting search engine rankings. While some believe that .COM domains are the only safe option, Google has insisted that generic top-level domains aren’t at any disadvantage in their search rankings’ algorithm. Rather than accept either of these statements at face value, we wanted to know, what does the data say?That’s why we commissioned Globe Runner, a Dallas-based SEO firm, to investigate the effect of moving from a .COM to a new TLD. The subject of this study was Jacksonville.ATTORNEY, a domain registered by Eric Block, a personal injury attorney in Jacksonville, FL. Eric’s migration from EricBlockLaw.com in March of 2015 was a great opportunity to observe domain metrics before and after the switch. What Globe Runner discovered is that moving to a new TLD very likely contributed to Eric’s site appearing at the top of many search results.Marketing the legal industryThis r…