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Showing posts from March 31, 2017
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Search & social integration: Takeaways from SMX West

As someone playing a specialized role in an integrated agency, I am always looking for ways digital teams can complement each other and truly integrate to bring more success for clients and brands. Last week at SMX West, the integration of social and search was first and foremost in my mind.Below is a roundup of key lessons learned across various sessions last week.1. Prioritize team integrationTeam structure is crucial in integrating search and social in an organization.Justin Freid, in the session on “Using Paid Search & Social Together to Deliver the Ultimate Knock-Out Punch,” laid out his team structure, in which a director of search and social runs the team, with support from supervisors for SEO, SEM and social that lead their distinct disciplines while working closely together.For organizations where social experts and search experts are not on the same line in the organizational chart, seating the two teams in close proximity to each other fosters accessibility and idea-sha…

Google Chrome SSL certificate proposal could affect millions of websites

Last year, the developers behind Google’s Chrome browser began taking steps designed to protect users and encourage companies to use HTTPS.But now, potentially millions of websites that use SSL certificates issued by Symantec and affiliated resellers could find that their certificates are effectively worthless as far as Chrome is concerned, after a member of the Chrome team published a proposal that would make them untrusted over the next 12 months.The reason? According to the Google Chrome team, Symantec has not properly validated thousands of certificates. In fact, the Chrome team claims that “an initial set of reportedly 127 [misissued] certificates has expanded to include at least 30,000 [misissued] certificates, issued over a period spanning several years.”Ryan Sleevi, the Chrome team member who wrote the announcement, elaborated,“This is also coupled with a series of failures following the previous set of misissued certificates from Symantec, causing us to no longer have confide…

Reaching users wherever they are

Picture it: Boston, 2017. You’re sitting in the crowded airport waiting for your flight, trying to kill some time before your flight to New Orleans by playing around on your phone. First you search for some of the top restaurants in your destination to map out your ever-important Cajun meals. Once that’s settled, you pop over to Instagram to see what everyone else is up to.Then, an ad for a restaurant app ends up in your feed. Might as well download it, since you’ll be searching for places all week. Fast forward to Friday night, and you get an email from the app for discounted happy hour drinks. You take advantage of the offer — you eat, you drink, and you are happy.These various brushes with Louisiana’s finest eats were no coincidence. There are many channels that influence a person’s path to purchase, and each should hold importance for a marketer. In fact, an astounding 92 percent of people utilize more than one channel when they browse — from apps and websites to ads and old-fashi…

How to decide ‘Should I bid?’

One age-old question that often comes up when I chat with new prospects or new clients is, “Should I bid on my brand terms or generic terms where I rank in the top three organically?”This question is hardly trivial. It matters a great deal because PPC search budgets are generally constrained — and now, with other enticing options available from Facebook and other programmatic channels, we need to demonstrate that our search advertising budgets are being allocated optimally.Six key questions to ask before you beginThe best way to answer this question is by using a multi-stage process of evaluation, followed by experimentation. Let’s start by evaluating brand keywords. Before you start your evaluation or experiment, you need to answer six important questions:Do you have a distribution channel that also bids on your keywords but carries competitive products or services?Does your name or product/service lend itself to a lot of broad match terms/phrases which may trigger competitive ads (u…

Snapchat makes it possible to search for Stories by keywords

Want to find Stories about particular places or topics being shared on Snapchat? The company has announced a new search feature that it says will make this possible.In a post today, Snapchat shared that the ability to keyword search for matching Stories — which are collections of Snaps over a 24 hour period — is coming to its app.The move comes about four months after Snapchat introduced a universal search bar to find other types of content within the app.The feature is going live today in selected (but unnamed) cities and seem only to search through “Our Stories,” those that have been created by Snapchat based on user contributions. Individuals can also share there own Stories to the public, but the feature doesn’t appear to search for those — we’re double-checking on this.Snapchat also says that along with the search feature, it’s also hoping to create many more stories related to places and events in part through the use of machine learning. Previously, creating stories like this d…

Google Maps ad traffic steadily growing

Over the last couple of years, Google updates have shown the company’s growing focus on monetizing searches with local intent and navigational queries. From local inventory ads, which are a version of Product Listings Ads that feature information on when a product can be picked up at a local brick-and-mortar store, to ads featured in the Local Pack, it’s clear that Google sees local searches as fertile ground for more ad interactions.This strategy has extended to Google Maps, where ads derived from location extensions now populate for searches. These ads are steadily growing in importance, as shown by a rise in the share of traffic attributed to the “Get location details” click type.[Read the full article on Search Engine Land.]

via Marketing Land

Baidu becomes Google’s biggest ally in mobile page speed

The breaking news came on March 7, 2017, that Baidu is now supporting Google’s mobile framework, AMP. The tech leader of Baidu MIP, Gao Lei, gave a speech at Google’s first AMP conference in New York. He confirmed that Baidu is working hand-in-hand with Google to accelerate the faster web globally.Gao Lei at Google AMP Conference, New York, March 7, 2017 Baidu MIP, which stands for Mobile Instant Pages, is Baidu’s own version of Google’s AMP. The technologies of MIP are very similar to AMP. In fact, coding an MIP page is just like coding an AMP page, except MIP pages are more customized and optimized for the browsers in the market of mainland China.Baidu says that a Mobile Instant Page can reduce the rendering of above-the-fold content by 30 percent to 80 percent. Moreover, the tap-to-open rate will increase by 5 percent to 40 percent. And similar to Google, Baidu has been considering potentially giving the MIP pages a ranking advantage in search results.Mobile Page Accelerator – MIP C…

Are you grateful for digital?

The internet is both the best and worst thing that’s ever happened to us. (And I say that as someone who’s invested in a vast portfolio of digital advertising technology companies.) It’s the best because we can do so much and do it anywhere and any time it suits us; we can work with global partners without ever leaving our desks; we can stream music and movies, curating works that we like; we can get things done quickly.And because we can get things done quickly, it’s also the worst. The world expects things to be done quickly — and all the while, we’re bombarded with interruptions in our digital experience.When push comes to shove — and that’s how it feels on the internet today — are you grateful for digital?As a consumer, I’m exhausted by the constant digital interruptions. I find it challenging, if not utterly frustrating, to focus on a single task while advertising pops up all around me. To me, it’s the equivalent of trying to write a blog post when the kids want me to take them s…

Five most interesting search marketing news stories of the week

Welcome to our weekly round-up of all the latest news and research from the world of search marketing and beyond.This week, the Google SERP has got a bit more interactive with the addition of rich results for podcasts, and a new study has found that marketers are still failing to use advanced search tactics in their campaigns.Plus, Google has launched a new website to bring all of its open-source projects under one umbrella, and an unlikely partnership has arisen between Google and Chinese search giant Baidu to bring faster mobile web pages to a wider user base.Google adds rich results for podcasts to the SERPGoogle has stealthily launched some new guidelines for structured data on its Developers blog, to bring rich results for podcasts to the SERP.At the moment the new feature is only available via Google Home (where you can use voice activation to start up a podcast) or in the Google Search app v6.5 or higher on Android, but Google hopes to soon add support for Chrome on Android.Goo…

April Fools’ Day 2017: Google Maps gets it started with Ms. Pac-Man

If you thought you would avoid April Fools’ Day gags and pranks this year because the actual day falls on a Saturday, think again. C’mon now, Google and other search/marketing/tech companies have a history of starting their (attempts at) fun and games a day or two before April 1, and this year is no exception.Here’s a look at what we’ve found so far, and we’ll do our best to keep this updated throughout the day … for better or worse.Google Maps plays Ms. Pac-ManFirst out of the gate, as far as we can tell, is Google Maps. It has a history of getting involved in fun and games, like last year’s gag when the Street View “pegman” was dressed in disco attire. This year, it’s added a playable version of Ms. Pac-Man right on top of whatever map you’re viewing. Just click the little Ms. Pac-Man button and start playing; the app even keeps score as you move along local roads and try to avoid death.If you’ve found others that we haven’t listed — from Google, Facebook, Twitter, Amazon or others …

Reddit launches a new self-serve ad platform

Reddit is upping its game in the advertising space, with an announcement that they have just launched a revamped self-serve platform for its advertisers.Here are the features:A redesigned interface that is user-friendly and “easier on the eyes.”Reddit now offers post-pay billing, which saves advertisers from having to top up their accounts or request refunds if the ad doesn’t run up to the paid amount.Multiple creatives can be used per campaign, and you can also create a campaign and add creatives to it versus the other way around (which was previously required — first creative, then campaign).Reporting analytics have been improved, allowing advertisers to select arbitrary date ranges, chart eCPM, eCPC and CTR, view spend, impression and click metrics.Here are a few screen shots of the new platform:Simple interface for adding a creative on the new platform. This is a more custom way to set your budget and scheduling. This is the new dashboard. The old system will remain in place for the …

Facebook expands branded content program, will mark posts as ‘paid’

For nearly a year, Facebook has been giving verified Facebook page owners — typically brands, publishers or influencers — the ability to run branded content, normally inclusive of text, photos, videos, Instant Articles, links and Live videos that feature a brand, third-party product or sponsor in some capacity.Now Facebook is opening these endorsements to even more pages. Facebook has simultaneously updated its branded content policy and enforcement guidelines, while also making more clear when a post is part of the branded content program.Branded content for more PagesUntil now, only verified Pages and Profiles could share branded content on Facebook. Now, however, this capability will be more widely available to other pages that are not verified.To be given permission to run branded campaigns, a Page owner simply needs to contact Facebook via this application to get access to the tool that makes branded content possible. Also, Facebook will automate the rollout of the branded conten…

5 Ways to Be Hacker Proof

We live in a digital world where all our pictures, files, and information are stored on hard drives and clouds. This makes our lives more convenient, but it also makes stealing our information easier for hackers, the thieves of the internet. Hackers are always on the hunt for bank account numbers, passwords, and sensitive material that they can use to steal your identity.When a hacker breaks into your computer, they gain access to all of your files and stored information. They can save or delete whatever they want just as if they were using your computer in your house, and they can download additional viruses.In addition to the damage done by hacking, these cyber-attacks on individuals and companies cost between $375 and $575 billion per year. The worst part is most cyber criminals, including the most successful ones, are never caught. Hackers are operating freely all over the world and they continue to develop new methods for getting into people’s devices. It’s more important than ev…

How to Create Effective Post on Facebook

How to Make posts more effective on Facebook. Facebook is all about connect and interact with audience. Posts are more successful when they connect with audience in a real, genuine way.  Make posts more effective on Facebook is important part of social media marketing because your posts directly connect with your audience. Before make posts more effective you should follow below steps for better connect with audience. Read Here: Best Social Media Marketing Tools for Beginners. When you post to your Page, you can follow below steps.Write updates that instantly appear on your Page.Add photos and videos to your posts. Schedule your posts to save time. Reach more people by boosting your posts. Create offers or events. Translate your posts into different languages. Now take look, How to Create Effective Post on Facebook. Keep it short. Keep your writing short for better responses on post Use big, beautiful images Posts with eye-catching photos and videos stand out in News Feed, making it m…

How To Re-Publish Your Existing Blog Posts On Medium To Drive Extra Traffic

Medium.com is a great platform to publish & read a story.For a blogger like you & me, it’s also a great platform to republish existing content & drive more traffic.Content syndication is not a new term for bloggers; it is a widely used strategy to drive more traffic to existing content.One of our writers, Chintan, has previously shared an extensive guide on 30+ tested platforms to distribute content & get insane traffic.Today, I’m extending this series to let you know how you can import your content on Medium & drive more traffic.Now, before we get going, the most obvious question in a scenario like this is:What about duplicate content, Harsh?Well, that’s taken care of at Medium, as they use the rel=canonical tag which passes the ultimate authority of the content to the website from where you are importing that content.I have explicitly spoken about the importance of the canonical tag earlier:What is URL Canonicalization and how to Use Canonical Tag Properly?How to…

How’s your customer data? Learn how to keep it fresh and accurate

Ask any marketer what shape their customer data is in and chances are good you’ll hear: “poor.” In this webinar, we’ll learn how to fix that, and how to build a solid foundation with your customer dataset.If you think network data means gathering business cards at lunch, you’re in for a surprise. Today’s successful marketers rely on networked data, from data owners sharing contact-level information. The result? Everyone has access to better data than any one brand could assemble on its own.Join data experts David M. Raab and John Hurley as they describe how Radius and its clients built a network of B2B business and contact information, and how you can create a new data source with unprecedented freshness, accuracy, and coverage.Register today for “What Shape Is Your Customer Data In? New strategies to keep contact data fresh and accurate,” produced by Digital Marketing Depot and sponsored by Radius

via Marketing Land

Marketing Day: Twitter replies, Google to advertisers & Google Optimize

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 is set to expand its store visits program to thousands more advertisers
Mar 30, 2017 by Ginny Marvin Improved measurement techniques and machine learning-powered modeling have helped Google track more than 4 billion store visits from ads.A/B testing solution Google Optimize is out of beta and free for everyone
Mar 30, 2017 by Ginny Marvin The A/B testing platform runs on top of Google Analytics.Why Google’s SEO advice is NOT (always) in your best interest
Mar 30, 2017 by Nate Dame Google often provides useful information to the SEO community, but columnist Nate Dame argues that ultimately, the company’s advice is in their best interest, not yours — so make sure you understand the nuances.Twitter drops usernames from replies, giving full 140 characters to respond
Mar 30, 2017 by Greg Finn A new change will give you more room to respond a…

Google is set to expand its store visits program to thousands more advertisers

Google has been ramping its efforts to tie clicks on ads to store traffic for several years now. On Wednesday, the search giant said it has tracked over four billion store visits as the result of ad clicks, up from one billion a little less than a year ago.Google extended the now two-year old store visits measurement program to ads on the Display Network in September 2016 and said it had statistically significant visibility into visits to 200 million stores globally. The company says it is now set to make store visits data available to thousands more advertisers due to advancements in several components of its measurement capabilities.Google measures store visits based on aggregated and anonymized data from users who opt into Location History tracking on their phones, Google surveys and mapping efforts.The company says it shifted to using deep learning models that can train on larger data sets to increase accuracy in prioritizing location signals. “This allows us to reliably measure m…

A/B testing solution Google Optimize is out of beta and free for everyone

Google’s A/B testing and content personalization solutions, Optimize and Optimize 360, are now out of beta. Google Optimize is now free for everyone and available in 180 countries.Google introduced Optimize 360 last spring as part of the new Google Analytics 360 Suite. The free version debuted in beta last fall, and the company says over 250,000 users had requested access.Google Optimize is designed for small to mid-sized businesses. It ties in with Google Analytics, and that data is used to inform website tests. A visual editor lets users drag and page drop elements and it’s also possible to edit raw HTML or add JavaScript or CSS rules in the editor.Tests can be targeted at specific user segments and set URL rules to determine which pages on which to run a test.You can access Google Optimize here.

via Marketing Land