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Showing posts from March 4, 2017

Marketing Day: Google’s location tracking, mobile marketing ROI & Facebook Messenger

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:Google’s location tracking is better now than ever before
Mar 3, 2017 by Andy Taylor
Columnist Andy Taylor notes that Google has improved its ability to track search traffic at the ZIP code level, which is good news for advertisers who employ granular geographic targeting.Here’s how & why CDPs differ from CRMs & DMPs
Mar 3, 2017 by Barry Levine
We asked an executive from RedPoint Global if existing customer data systems do the same thing as Customer Data Platforms.[Podcast] Marketing Land Live #46: Snap’s IPO, YouTube TV and more
Mar 3, 2017 by Matt McGee
In this week’s show, the Marketing Land crew talks about where Snapchat is headed now that its parent company has gone public. We also discuss the video ad implications of YouTube’s new OTT TV offering and what advertisers can do about fake news and hyperpartisan sites on the Google D…

Google’s location tracking is better now than ever before

In April 2015, I wrote about Google’s progress in steadily tracking more and more user locations to ZIP codes. As ZIP codes are the most granular location type which populates the “Most specific location” field in AdWords geographic reports, the share of traffic that Google assigns to ZIP codes in this field gives advertisers an idea of how well Google is doing at figuring out searcher locations.At the time, Google was showing strong progress in its location tracking:Fast forward to today, and Google is tracking more searchers to ZIP codes than ever before. However, most of the progress made only applies to traffic, while search partners are continuing to lag in terms of the share of searchers tracked to a ZIP code.One big, huge, ginormous caveatThe most important thing to keep in mind with this analysis is that it is based on the locations that Google itself reports. This means that if Google were to, say, expand the use of modeling to infer searcher location to apply to u…

Here’s how & why CDPs differ from CRMs & DMPs

Even if you don’t have one, you might have heard about Customer Data Platforms (CDPs).It’s a “marketer-managed system that creates a persistent, unified customer database that is accessible to other systems,” according to an institute set up to promote and research them.And you may be looking at that Customer Relationship Management (CRM) system you have, or thinking about the Data Management Platform (CMP) you use, and asking yourself:They each have a lot of data about my customers, prospects and targets. Aren’t they essentially the same?Glad you asked. So we pinged Buck Webb, VP of Cloud Solutions at RedPoint Global, for his perspective, since his company offers a Customer Data Platform.[Read the full article on MarTech Today.]

via Marketing Land

[Podcast] Marketing Land Live #46: Snap’s IPO, YouTube TV and more

All eyes were on Snap this week, as the parent company of Snapchat had a successful IPO on Thursday that immediately valued the company above non-tech stalwarts like CBS, Delta Airlines, Target and others. But there are legitimate questions about the future of advertising on Snapchat and how well the social platform can continue to monetize its userbase. In this week’s episode of Marketing Land Live, we talk about what Snap’s IPO might mean for digital advertisers and some of the hurdles the company may have to overcome to attract more ad dollars.Other topics this week include the announcement of YouTube TV and how video advertising will work when it launches, and the relationship between fake news/hyperpartisan web sites and the Google Display Network.This week’s show, which includes Marketing Land’s Ginny Marvin and Tim Peterson, runs a little more than 37 minutes. You can listen here or use the link below to subscribe via your favorite podcast service.We invite you to subscribe via…

How bots ruin on-site experiences for real humans

From the rugged alleys of Sweetwater to Facebook feeds filled with fake news, the impact of bots has never been greater.With bots now accounting for a majority of online traffic, they have moved on from just giving marketers headaches to destabilizing digital economies and perhaps even electing presidents.As online advertising is projected to hit $77 billion in 2017, bots are directly responsible for fraudulently taking tens of millions of dollars from marketers every day, undermining fundamental trust in the industry. The meteoric rise of fake traffic prevents an existential challenge to demand-side platforms, agency trading desks and other vendors across ad tech to prove the basic integrity of their product.Furthermore, 75 percent of publishers admit to being unable to differentiate between bot and human traffic. Three-quarters of media outlets are selling digital audiences — the fundamental lifeblood of their businesses — without any way to prove they are real.But bots do far more …

Should you bother rewriting your ads?

When it comes to paid search, there is a lot to optimize. Amidst all of the keywords, bidding and landing page refinements you have to do on a regular basis, it can be easy to wonder, “Does my ad copy actually make a difference?”To make matters worse, there’s nothing exciting about tweaking ad copy. Redesigning a landing page is like creating a piece of art. Eliminating keywords can dramatically cut your cost-per-conversion. But ad copy? Does tweaking a word here or there really make a difference?As it turns out, the answer is a resounding, “Yes!”The fact of the matter is, you can have the best targeting and landing pages in the world, but if you’re showing the wrong ad copy to the right audience, no one is going to click on your ads. On the other hand, with the right ad copy, you can get more clicks and more of the right clicks on your ads.[Read the full article on Search Engine Land.]

via Marketing Land