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Showing posts from January 25, 2017
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Attention search marketers: ALL keywords are branded keywords!

Look, I get it. For the longest time, PPC marketers and SEOs alike have been segmenting brand campaigns and content (those with trademarks and company names) from more generic search terms.After all, branded keywords tend to be “unicorns” — in PPC, these are keywords which generate ridiculously high CTRs (click-through rates) (40, 50 or 60 percent) and Quality Scores (9 or 10); in SEO, these are keywords that rank at the top of the SERP. Meanwhile, non-branded keywords perform like donkeys — in other words, average at best.While branded vs. non-branded is an interesting distinction, it’s also an incomplete one. Even non-branded keywords can act like brand terms when brand affinity exists.Here’s why it’s time that we re-examine some of our assumptions about branded vs. non-branded keywords in both paid and organic search marketing.[Read the full article on Search Engine Land.]

via Marketing Land

GoDaddy returns to Super Bowl with teaser ads riffing on viral cat videos & sneezing pandas

After sitting out during last year’s big game, GoDaddy is returning to this year’s Super Bowl and focusing its campaign on the brand’s latest product launch, “GoCentral” – a new website development platform that comes with marketing and e-commerce tools.GoDaddy first announced it would be a Super Bowl LI advertiser back in December, but waited until today to release four Super Bowl LI teaser ads. Each of the spots runs about 10-seconds and all are riffs on viral videos that turned into Internet sensations – including the “what color is the dress” image and the “sneezing panda” video.“Driving viewers to the website with a digital extension is a tactic we’ve been using for many years, but the way we engage viewers with the 2017 digital extension won’t look anything like what you’ve seen from us in the past,” said GoDaddy CMO Barb Rechterman in a news release from December when the brand first announced its return to the Super Bowl, “This is more than a simple brand play. This year, we’r…

Aprimo gets back on its feet with first major platform update since Teradata spinoff

From the Aprimo website. In 2010, data warehouse/analytics provider Teradata bought marketing software company Aprimo, to help jumpstart its integrated marketing solutions.In late 2015, Teradata sold its Marketing Applications unit, which had been built around Aprimo, to a private equity firm. Teradata kept the Customer Interaction Manager component, but divested itself of the marketing resource management and campaign management capabilities.In July of last year, the private equity firm — Marlin Equity Partners — announced it was merging the newly acquired Aprimo with another firm it had recently acquired, channel marketing provider Revenew.“Aprimo is back,” Aprimo CEO John Stammen — former head of Revenew — told news media at the time, adding that the focus would be on marketing operations, including marketing planning, content creation, data storage, campaign management, and distributed marketing through channel providers.This week, the Chicago-based Aprimo announced its first major…

Time’s Viant buys ad tech veteran Adelphic, creating ‘first DSP owned and operated by a people-based marketer’

Mobile users, shown on Adelphic’s site Purchased by Time, Inc. last February, ad tech company and Myspace-owner Viant has been focused on developing a people-based platform that can rival Google and Facebook.This week, Viant took another step in that direction, announcing it has agreed to buy Adelphic, a major mobile-oriented programmatic ad platform. Deal terms were not made public.While Adelphic is now a key part of the Viant vision, it will remain available to clients outside the Time/Viant family.People-based marketing means that the targeted audiences are identified as actual people. When Tim and Chris Vanderhook — the brothers behind Viant — use the term, they mean that ads are directed at John Doe, not an anonymous user or a John Doe who has been anonymized before being handed over to a demand-side platform for the ad campaign.[Read the full article on MarTech Today.]

via Marketing Land

Why B2B marketers should care about whitelisting

A company’s most valuable asset is often its brand — so brand safety is a big concern for most businesses. No brand wants its products associated with hate speech, porn or extreme politics, which is something that marketing technology companies understand and deal with on a daily basis.While industry experts are still debating which method is best for ensuring brand safety throughout marketing and advertising campaigns, there are strong solutions available today. One tactic many businesses take to combat the issue of unintentional advertising on controversial websites is to “blacklist” them, which means selecting certain sites to avoid in ad placements.In light of recent coverage and conversations around fake news, this issue is now front and center for many businesses and their advertising and marketing strategies. For example, AppNexus announced that they will block sites that promote hate speech, while others, like PubMatic, let individual advertisers blacklist the sites they want …

What exactly is PPC keyword management anyway?

PPC keyword management gets a fair amount of attention as a topic of conversation (at least in the world of PPC pros!).It’s also a topic that sends my brain into overdrive when clients mention it.Why? Because the phrase is used so loosely it often means different things to different people.Part of the confusion stems from the fact that PPC keyword management isn’t just one task—it’s a group of tasks. And some are less obvious than others.In this post, I’ll clarify what keyword management means to us at Group Twenty Seven and describe its many aspects, including:Negative keyword managementKeyword trend auditsQuality score benchmarksDuplicate keyword managementKeyword click-through-rate managementLow search volume keyword management.Negative Keyword ManagementFor many non-PPC experts, keyword management is synonymous with negative keyword management.It’s true that negative keyword management is an important part of keyword management. But it’s only one part.Regardless, building negative…

Google’s New Educational Chromebooks Offer Wacom Stylus and Built in Google Play Store

Educational institutes have been one of the major bulk buyers for Google Chromebooks and this is one area where Microsoft has arguably failed to match up with the Chromebooks. The Chromebooks are not only inexpensive but they are extremely fast for a given set of hardware configurations and are becoming increasingly utilitarian. Google has now announced that it will strengthen its focus on the education sector and will introduce a host of new features for the Chromebook which will eventually help the students and the educators alike.The new products include Acer Chromebook Spin 11 and Asus C213. The Asus Chromebook Spin 11 comes equipped with an 11-inch HD IPS display layered with corning Gorilla 3 and a 360-degree hinge that facilitates various configurations. The best part is the Wacom Electromagnetic Resonance stylus and the MIL-STD 810G US military standard rating. The military standard rating, however, doesn’t come as a big surprise since Google has been encouraging the same to e…

Chan-Zuckerberg Initiative acquires AI-powered search engine Meta

The Chan-Zuckerberg Initiative, the $45 billion philanthropic organisation founded by Mark Zuckerberg and his wife Priscilla Chan, has made its first acquisition – of a search engine.The Initiative announced on Monday that it would be acquiring Meta, a scientific search engine that uses artificial intelligence to make connections between research papers.The search start-up, which was founded in 2010, previously charged some users for subscriptions or custom solutions, but the Chan-Zuckerberg Initiative intends to make it free to all after spending a few months enhancing the product.The Meta search engine is designed to make it easier for researchers to search through, read and link together more than 26 million scientific papers. It also provides free, full-text access to some 18,000 journals and sources of literature.Meta’s artificial intelligence capabilities allow it to draw connections between papers, recognising where authors and citations overlap in order to surface the most imp…

VoLTE Feature Phone: The Final Piece in the Jio Puzzle

In an earlier article, I had explained why a Jio VoLTE feature phone made very good strategic sense. I had written the article well before the Jio VoLTE feature phone’s images leaked on the Internet, although news of the phone had leaked by the time it was actually published. Now that the images of the Jio VoLTE feature phone have been leaked, I think it is just a matter of time before we see Jio officially unveil it. Most would feel that this is just another phone. However, I feel that the Jio VoLTE feature phone is like the missing piece of a puzzle that reveals the bigger picture clear.1. The apps now make sense!Like most others, I had always seen Jio as a telecom company in spite of Jio repeatedly insisting that it’s a digital company. I have reviewed all Jio apps and services in the past and can say with confidence that Jio must have spent quite some time and money on them. Jio TV has all the channels that one would expect from a cable or DTH service. Similarly, Jio Music has a v…

“Browsers had to be Reinvented in Order to Stay Relevant”: Opera SVP

It is perhaps the most innovative browser we have seen for a while, complete with a colorful and interactive interface. But what inspired Opera Software to venture into something as radical as Opera Neon? Nimish Dubey talked to Krystian Kolondra, senior vice president, Opera for computers, to get answers to that, and other questions.Krystian Kolondra, SVP for Opera for computersWhy do you think the world needs a different browser? I mean, you already have Opera. Why make a new brand?Back in the early days of the Internet, the Web was mostly made up of documents and pages. But now there are exciting innovations in Web technologies and design that are giving us faster and more immersive online experiences. However, when it comes to the user experience, computer, Web browsers have not evolved and endorse the same format from their infancy. We believe browsers had to be reinvented in order to stay relevant for the new generation. We developed the Opera Neon concept browser by challenging …

Is ignoring user experience killing your SEO effectiveness?

“How SEO + UX Can Thrive Together,” from Noble Studios, describes how to bring together these two seemingly disparate elements of your marketing strategy so that you’re not only optimizing pages for the almighty Google, but for your customers as well. Read this white paper to learn:why UX (user experience) is a growing part of SEO effectiveness.how SEO and UX work together to drive business impact.how proper UX improves conversion.how to use tools to integrate UX into your SEO plan.Visit Digital Marketing Depot to get your copy.

via Marketing Land

Marketing Day: Digital ad spend report, Android Instant Apps & Yahoo earnings

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:Super Bowl LI advertisers: Here are the brands gearing up for game day
Jan 24, 2017 by Amy Gesenhues
Marketing Land is keeping track of this year’s Super Bowl LI brands, with updates as new advertisers and campaign details are announced.Oracle complains to EU that Google now has unfair ad-targeting advantage
Jan 24, 2017 by Greg Sterling
The company argues that Google’s ability to combine datasets exceeds rivals.7 easy wins to add to your email marketing to-do list
Jan 24, 2017 by Chad White
Looking to step up your email marketing program this year? From animated GIFs to responsive email design, columnist Chad White shares seven ways to give your email marketing a boost.Sales, awareness of Amazon Echo skyrocket in Q4, analysts say
Jan 24, 2017 by Matt McGee
Amazon’s aggressive marketing push and price discounts appear to be paying off.Zvelo re…

Super Bowl LI advertisers: Here are the brands gearing up for game day

With less than two weeks to go before Super Bowl LI’s kickoff, brands are gearing up to take the field in hopes their campaigns will have a lasting effect on their advertising goals throughout the rest of 2017.One of the first brand’s out of the gate was Intel, releasing its official 30-second Super Bowl spot on January 12th. The ad, featuring NFL MVP Tom Brady, showcases Intel’s 360-degree replay technology — the same technology Fox will be using when it airs the game.Since Intel released its ad, a number of other brands have launched either teaser ads or dropped their Official Super Bowl spot. To keep track of this year’s Super Bowl brands – from the advertisers releasing teaser ads to official spots and campaign details – we’ve built the follow list, adding Super Bowl LI ad news as it becomes available.Be sure to check back often, as more brands continue to launch Super Bowl spots the closer we get to game day.Super Bowl LI AdsAvocados from MexicoTeaser Ad(s): Brand Category: Food
Ca…