Skip to main content

Posts

Showing posts from March 22, 2017
Instapage

How to track Facebook’s ratio of ads to organic posts in your desktop news feed

Some time this year, Facebook will max out the number of ads it can squeeze into people’s news feeds. But how many ads is Facebook already inserting?To get a better idea, I’ve built an extension for Google’s Chrome browser, called Facebook Ad Spotter, that tracks the number of ads and organic posts appearing in Facebook’s desktop news feed. You can use the extension to highlight the ads as you scroll through your feed, see the ratio of ads to organic posts and share your anonymous ad load stats to a database that I’ll be using to calculate Facebook’s average desktop ad load. You can install the extension through this link to the Chrome Web Store.After installing the extension and scrolling through your Facebook news feed, you can click on the extension’s icon to open a pop-up window that will show the average ratio of ads to organic posts plus the total number of ads and organic posts. You can also see a listing of each ad, including the advertiser’s name and at what position in the n…

Why and how entities are shaping location marketing

A year ago, I wrote in Search Engine Land about how Google is making entities smarter. Since that time, entities have become more important to Google — which means they are more important to businesses that want to be found on Google. It’s time for brands to get better acquainted with entities and why they matter.What are entities, and how have they shaped Google search?An entity, as defined by Google in a recent patent, is:[a] thing or concept that is singular, unique, well-defined and distinguishable. For example, an entity may be a person, place, item, idea, abstract concept, concrete element, other suitable thing, or any combination thereof.The most visible use of entities by Google is the Knowledge Graph panels that sometimes appear in search results. These panels typically provide a summary of relevant information about an entity — information that is collected from various sources around the web and compiled into a “card” display format.[Read the full article on Search Engine L…

Seriously, Google, can you just make exact match exact?

In case you haven’t heard, Google has decided to ignore function words and word order for exact match keywords.If you just want to know how to fix this travesty, then scroll to the stopgap solution section where I’m sharing a script from Brainlabs (my employer) which will automatically add so-called “close variants” as negative keywords. Yippee! If you also want to hear me rant about Google’s astonishingly stoopid behavior, then read on…RantA few years ago (2014), Google eliminated advertisers’ ability to exclude close variants as part of “exact match,” and they got away with it. People were angry. The industry suffered a blow. But people gradually moved on.Now they’re messing with exact match again, but this time they’ve gone too far.In the new exact match universe, an “exact match” can include close variants of the keywords and can also include the same words, but in an entirely different order. Google is denying the importance of syntax, at the expense of the industry and, ultimate…

Can Google get users on board with “shortcuts in search”?

Google announced yesterday the launch of “shortcuts in search”, which will allow Android users (only in the US, for now) to access quick answers on a range of topics with the touch of a button.Fittingly, Google has termed these “tappable shortcuts” and they will lead searchers to instantaneous information on dozens of topics, including sports, restaurants, local amenities, and entertainment.The new feature is available within the Google app in the US, although users will have to upgrade the app to the latest version before the shortcuts are accessible.As Google continues its relentless release of new mobile-first products, this announcement is entirely aligned with the search engine’s strategy to keep pace with – and anticipate – trends in user behavior.Tappable shortcuts lend themselves to a search experience that is more open-ended in nature than traditional Google queries. Notably, they also remove a fundamental element of the Google experience: either typing or voicing a query.In …

Amazon to open brand registry next month in effort to fight counterfeit products

Julie Clopper / Shutterstock.com Amazon Vice President Peter Faricy says the e-commerce site will be launching a brand registry program next month to expand its efforts against counterfeit products.The brand registry will allow a brand to register its logo and intellectual property with Amazon, making it possible for Amazon to remove any listings or seller accounts that are flagged as counterfeit. Both shoppers and brands — in addition to Amazon itself — can flag sellers they believe are guilty of selling counterfeit products.In an interview with Reuters reporter Jeffrey Dastin at the Shoptalk e-commerce conference in Las Vegas this week, Faricy says the program has been in testing but will be “widely” available soon to Amazon sellers in North America, at no charge to them.According to the Reuters report, Amazon’s brand registry was developed in 2016 as part of its efforts to fight counterfeit products on the site.Reuters also noted Amazon’s Transparency program, another arm of Amazon’…

Facebook adopts header bidding to make its ad network more competitive with Google’s

Long story short: Facebook’s ad network is challenging ad networks run by Google and others to see who can get publishers the best deals for their inventory by adopting a process called header bidding that levels the playing field for publisher’s programmatic ad sales.Long story long: There are a lot of parallels between programmatic advertising and online travel booking. For an advertiser or traveler, instead of checking prices with individual publishers or airlines one by one, you can check ad networks or travel search sites that aggregate ad slots or plane seats from a bunch of publishers or airlines. And for a publisher or airline, instead of selling ads or tickets one by one, you can sell them through a bunch of different places simultaneously in hopes of selling more of them sooner.But it’s not exactly that simple, at least not for publishers. Specifically, it’s not exactly simultaneous.When an ad slot goes up for sale — which happens for each ad slot each time someone loads a p…

Adobe launches a super-cloud to manage customer experience

Adobe is gathering its clouds and making more.This week, the company unpacked a truckload of announcements at the Adobe Summit digital marketing conference in Las Vegas.In light of these announcements, it looks as if Adobe has decided that the real game is not just marketing or sales but customer experience, something that also extends across product development, customer service and other departments.At the top, it’s announcing a new Experience Cloud. It’s actually what you might call an uber-cloud, since it is comprised of the existing Marketing Cloud (which includes Adobe Experience Manager, Target, Campaign, Social and Primetime), a new Advertising Cloud and a new Analytics Cloud. [Read the full article on MarTech Today.]

via Marketing Land

LinkedIn updates Sales Navigator

Microsoft-owned LinkedIn is out this week with its second major update to its Sales Navigator tool, which helps salespeople mine the data-rich professional social network.There’s now a new Enterprise Edition, complementing the existing Professional Edition for individuals and Team Edition for groups of salespeople. Enterprise increases InMails and introduces Single Sign-On.InMails are in-network messages, which are unlimited as long as the recipients respond. The Enterprise version increases the monthly allotment of InMails that do not get responses from 30 to 50.A new TeamLink Extend in Enterprise lets anyone in a subscribing organization offer their LinkedIn network to that organization’s pool, which can help someone who’s looking for an introduction to a possible customer.PointDrive, acquired last year by LinkedIn, is now integrated into the Team and Enterprise Editions at no extra charge. Instead of adding a series of email attachments like slide shows or PDFs when reaching out to…

A day in the life of a social CMI pro

As the socially driven CMO forges the path of success for social consumer market insights professionals (or social CMI), you may be wondering exactly what the social CMI does.First and foremost, these individuals play a business partner role to marketing and other integral business departments — like finance, R&D, design, supply chain and more. They help marketers build their plans and strategies and help product teams innovate their road map; they provide strategic counsel to communications (comms) professionals from an overarching brand perspective all the way down to the granular consumer view, often as a means of informing specific advertising campaigns.Contrary to popular belief, diving into actual data analysis makes up only a portion of the social CMI pro’s day. The role also demands a great deal of communication and collaboration. Market researcher (MRX) and consumer insights (CI) workers must strive to find the balance between these two very different skill sets.Aside fro…

UTM tags + Facebook ads = awesome

Last-click attribution marketers cringe when they think of Facebook Ads Manager’s reporting. The closest you can get to last-click attribution is one day after click. That’s simply not good enough when you’re used to Google Analytics holding your hand and showing you which source is creating conversions.If your business is testing out Facebook advertising and looking to create leads or sales but is struggling with understanding the real results you are creating, you’re not alone.All too many businesses put $100 to $200 into Facebook advertising for lead gen, see zero results and move on. In this article, you will learn three very specific tactics that are about to change your advertising life (and help you make data-driven decisions).Standardizing a UTM protocolIf you’re not applying UTM tags to your Facebook advertising traffic, it’s likely not being categorized correctly. Facebook ad traffic often shows up as m.facebook.com / referral | facebook.com / referral, or something similar …

Foursquare offers Analytics product for retailers, multi-location brands

Continuing its transformation into a data company, this week Foursquare announced Foursquare Analytics, “a dynamic foot traffic dashboard for brands.” The company said that its beta partners for the product included Taco Bell, TGI Fridays, H&M and Lowe’s.The product is a benchmarking and audience measurement tool to enable retailers, QSR chains and others with physical locations to understand trends in same-store visits and across chains. The data can also be used for competitive intelligence, to explore “share of visits” in particular markets or categories and to identify demographic visitation patterns:It’s a dashboard for insights on chain-level foot-traffic performance that can be easily compared to a competitive set and to the broader industry. It provides unprecedented metrics that measure loyalty, reveal demographic insights, and uncover sources of acquisition and loss. It allows analysts to have a precise understanding of changing store visit patterns and share of visits f…

How to create SEO-friendly content

Good content is important, but it also needs to rank high on SERPs if you want to reach a wider audience with it. Here’s how to create search engine-friendly content.Quality is always important when producing new content, but it’s the SEO that can boost your efforts of reaching a target audience.SEO-friendly content doesn’t have to be difficult or time-consuming, provided that you understand how on-page SEO can work alongside your content.Here’s how to create content that both your audience and search engines will enjoy.Create original contentThere’s no point in creating new content if it’s not authentic enough to stand out. Even if you come up with an idea from a different source, it’s still up to you to offer your unique perspective that will add value to the particular topic.Copyscape is a plagiarism checker that can help you test your site’s content for its originality. Duplicate content, by and large, is not appreciated by search engines and it won’t help you rank higher in SERPs…

Instagram now has more than 1M advertisers, doubling in past 6 months

It has been a year and a half since Instagram rolled out the welcome mat to all advertisers. Remember that as you read the next sentence.Instagram now has more than 1 million monthly active advertisers, the company announced on Wednesday. That’s five times as many advertisers as the Facebook-owned photo-and-video app claimed 13 months ago and twice as many as it had six months ago, though it’s only a quarter of Facebook’s 4 million advertisers.It probably helps that Instagram has been able to prove itself not only as an advertising channel, but also as a conduit for customers to contact businesses.More than 80 percent of the 600 million people who use Instagram each month follow a brand. And in the past month, more than 120 million people — or roughly 20 percent of Instagram’s monthly audience — have used Instagram to visit a brand’s website, get directions to a business location or contact a company by phone, email or direct message.The rising number of people using Instagram like it…

How To Become A Successful Blogger Even When You Don’t Have Any Experience

So you watched a YouTube video of a successful blogger and how they rake in hundreds of thousands of dollars, and you hope to also get to that point.Am I right?I bet I am.Is this feat even possible when you know next to nothing about blogging?Absolutely, but only if you follow this guide and apply the lessons I’m about to share.Let me, however, prepare your mind. Becoming a successful blogger involves doing ground work which includes learning a lot and then applying everything you’ve learned.Unfortunately, most people think that the journey to making huge money online is a matter of setting up a blog, publishing some crappy content, putting up some Google ads, and then sleeping.If this is how you think, I can assure you that you are only going to become a successful dreamer.Forgive me for being rude, but I can’t find a better way to say it.Becoming A Successful BloggerSo many years ago, I started my first blog. But before I did, I read hundreds of blog posts and consumed a ton of PDFs…

How Grammarly Can Help You Stop Making Mistakes in English

If you’ve ever written a blog post before, then you’ve probably had stray commas and misspelled words that you somehow overlooked during your proofreading process.Grammatical errors in your blog posts are one of the quickest ways to make a reader stop reading your content and move on to something (and somewhere) else. You can proofread for an hour, or even have someone do it for you, but the reality is that you’re only human, and you will make even the silliest mistakes.Like Harsh, I’m also a non-native English speaker, and that makes me particularly cautious of grammar and spelling when writing anything in English. So when I came across Grammarly, I immediately decided to give it a go.I first started using the free version, which was impressive, even with its limitations. But for this review, I will discuss the premium version to let you experience the full features of Grammarly.How Grammarly Can Help You In Writing Better Blog PostsGrammarly is an advanced, full-featured grammar and…

Marketing in a ‘Post-Digital’ World: New rules for connecting with today’s customer

Today’s customer operates in a ‘post-digital’ world, where the boundaries between physical and digital have disappeared. Empowered customers demand more from brand relationships, and expect an experience that is personal, relevant, and technologically seamless at every touchpoint.To stay on top in this fiercely competitive world your marketing organization needs to be constantly chasing and adapting to the new technology your customers use every day. Are you running fast enough to stay in front of customer demands and competitor moves? The fix is not always new processes or technology, but a new marketing worldview that reaches customers with the right message at the right moment.Join guest speaker, Forrester VP, Principal Analyst Shar VanBoskirk who will present findings from recent research on how marketing strategies are shifting to win, serve, and retain customers in this ‘post-digital’ era.Register today for “Marketing in a ‘Post-Digital’ World: New rules for connecting with toda…

Marketing Day: Hootsuite news, Prime Now on Alexa & more

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:4 reasons you should attend MarTech this May
Mar 21, 2017 by Scott Brinker
Successful organizations repeat and improve upon what works. And while last year’s MarTech San Francisco was a hit, it’s our job to find ways to improve the experience and bring more value to attendees with every new show.Hootsuite acquires Snapchat analytics solution from marketing firm Naritiv
Mar 21, 2017 by Barry Levine
Along with last month’s pickups of adtech firm AdEspresso and social analytics provider LiftMetrix, this purchase helps Hootsuite appeal to large enterprises.Amazon Alexa now accepts Prime Now orders via voice
Mar 21, 2017 by Amy Gesenhues
Amazon says Prime Now members can order multiple items at once and Alexa will automatically choose the next available two-hour delivery slot.Twitter, Periscope make it easier to stream TV-quality live broadcasts
Ma…

4 reasons you should attend MarTech this May

Successful organizations repeat and improve upon what works. And while last year’s MarTech San Francisco was a hit, it’s our job to find ways to improve the experience and bring more value to attendees with every new show.Here are 4 reasons you should join us this May 9-11 in San Francisco:1. Dramatically expanded programThis year’s program includes breakout tracks so you can dive deep into topics of interest. You’ll choose from more than 70 presentations and keynotes across 8 tracks:ExecutiveExperienceAdtech & SocialDigital TransformationData & AnalyticsEmerging & MobileAgile & HumanSponsor TracksCheck out the session descriptions here.The MarTech Conference Advisory Board reviews all speaker presentations and ensures that they’re focused on the most timely and important topics in marketing technology.2. More networking opportunities, and an app to help you remain connectedNetworking is an essential component of every MarTech event, so we’ve expanded the opportunities…