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Showing posts from May 4, 2017

How Google assesses the ‘authority’ of web pages

Google’s fight against problematic content has drawn renewed attention to a common question: how does Google know what’s authoritative? The simple answer is that it has no single “authority” metric. Rather, Google looks at a variety of undisclosed metrics which may even vary from query to query.When Google first began, it did have a single authority figure. That was called PageRank, which was all about looking at links to pages. Google counted how many links a page received to help derive a PageRank score for that page.These days, links and content are still among the most important ranking signals. However, artificial intelligence — Google’s RankBrain system — is another major factor. In addition, Google’s ranking system involves over 200 major signals. Even our Periodic Table of SEO Success Factors that tries to simplify the system involves nearly 40 major areas of consideration.None of these signals or metrics today involve a single “authority” factor as in the old days of PageRank…

Snapchat rolls out self-serve platform for its vertical video ads

Snapchat is officially wide open for business.On Thursday, Snapchat debuted a self-serve tool to buy ads on the mobile app that makes it easier for more advertisers to spend money on its platform. That means if a brand can’t afford the types of buys that merit a Snapchat sales rep or doesn’t want to pay to buy ads through a third-party software provider that plugs into Snapchat’s advertising API, they can now purchase ads without those extra requirements.Snapchat has been testing the self-serve ad-buying tool, called Snapchat Ad Manager, with more than 20 brands and plans to open it up to all advertisers in the US, the UK, Canada, France, Germany and Australia next month.A self-serve ad-buying tool is table stakes for a digital ad seller looking to grow its advertiser base. Google, Facebook, Twitter, Pinterest and LinkedIn all offer their own self-serve tools. Within six months of letting advertisers buy its ads on a self-serve basis, Instagram’s advertiser base grew from “hundreds” t…

AdRoll adds tools for agencies with new pro version

AdRoll has introduced a pro version of its platform for running retargeting and lookalike targeting campaigns for agencies to manage retargeting and lookalike targeting campaigns for multiple clients from one interface. AdRoll Pro for Agencies also includes access to additional features, including cross-channel reporting integrations.A main dashboard provides an at-a-glance performance view across client accounts.The hub also includes a tool to upload third-party ad tracking tags, as well as access to AdRoll’s dynamic ad builder and Automated Campaigns to automate campaign setup, budgets and optimization.AdRoll Pro for Agencies integrates with cross-channel reporting platforms, such as TapClicks, Datorama and, to pass display and social campaign data into those tools.The agency solution is available now in the US, the UK, Australia and New Zealand.[This article originally appeared on MarTech Today.]

via Marketing Land

The keys to activating content across multiple channels

Sometimes when we think of content marketing, we fall into the trap of understanding it solely as a limited set of strategies to create engagement and improve our search ranking. This sort of thinking can limit marketers’ ability to make the most out of content, and can even cause us to misappropriate our time and resources. However, marketers don’t have to think this way, and in fact, they shouldn’t.Content marketing is instead a continually evolving, sophisticated ecology of digital tools, assets and human factors that come together to form an array often called “customer journeys.” To that end, content retains the potential for longevity across many platforms. When marketers recognize this, they are better poised to create, or curate, content from which they can derive value over longer periods of time.In an environment where marketing budgets are increasing and the pressure for CMOs to measurably drive marketing performance is becoming more imperative, it is more important than ev…

mParticle launches a second-party data marketplace

mParticle provides a connection platform so that a brand can transmit its data directly to 150 or so marketing and analytical tools, instead of setting up a separate integration for each one.This week, the company is announcing that it is launching what is, in effect, an environment for the exchange of second-party data, by allowing brands to share audience data among themselves. Previously, brands only sent their data to tools.CEO and co-founder Michael Katz told me that, to his knowledge, this is the first such environment for second-party mobile data. Most of mParticle’s data is mobile, although the participating brands could share any kind of audience data.[Read the full article on MarTech Today.]

via Marketing Land

10 common mistakes companies make with mobile

As we continue to become a mobile-first world, the importance of companies getting their digital experience right with their key stakeholders becomes increasingly important. Unfortunately, while many senior marketers understand the need to have a mobile experience, many are still getting it wrong.Here are a few stats to reinforce the criticality of creating a great mobile (or even better, omnichannel) experience for customers:Statistics portal Statista predicts that there will be nearly 223 million smartphone users in the US in 2017, with over 2 billion users worldwide.Breaking down the smartphone owners, 92 percent of people in the US ages 18 to 29 own one, according to Pew Research Center. That number drops slightly to 88 percent for those 30 to 49, 74 percent of 50- to 64-year-olds, and not surprisingly, only 42 percent of those 65+. That first group — also known as “millennials” — is the fastest-growing demographic right now and is taking over the workforce and “the customer” for …

The 4 scariest online marketing disasters and how to avoid them

My favorite funny anecdote is that one day an online marketer wakes up in horror from the nightmare that he has lost all his passwords.I actually get that nightmare too, but mine is worse. It’s that all my passwords have been stolen.As marketers, CEOs and managers we deal with too many fears daily: We have too many disasters to avoid. No wonder we get frequent nightmares.Let this article serve as a checklist to help you avoid some of the most unfortunate and embarrassing online marketing disasters (and hopefully give you more nights of good sleep).1. Keep an eye on your domain renewal dateLife gets in the way: Either you get too busy with personal stuff or you lose an employee who used to be responsible for your domain renewals. Or maybe your card expires and your registrar’s notifications go straight into your spam box.Many things can happen preventing you from renewing your domains, and one day you may discover that your most important domain belongs to someone else.It’s a total nig…

7 Popular Content Marketing Toolkit That Will Triple Your Search Traffic

With every other form of marketing on the internet becoming too competitive and difficult, one marketing strategy that will save you is content marketing.Your audience is dying to hear your voice and your story, and you’ve got to give it to them in an enchanting manner or you stand the risk of losing them to your competitors.In today’s internet marketing world, companies and businesses are defined by their unique voice and their story, and it’s only by creating compelling content that you can easily get your story out there and get your voice heard by thousands of people.However, getting started with your content marketing campaign can be an arduous battle if you’re not utilizing the right tools to get the job done.Now is the time to get serious about your business; think like a journalist and a marketer and offer your audience content that is both interesting, useful, entertaining, and actionable.This will also attract search engine visitors because Google likes sites that provide lo…

The most important thing to know about Facebook’s ad load problem

For almost a year, Facebook has warned that sometime in the middle of 2017 the social network will max out the number of ads it can squeeze in people’s news feeds. As a result of hitting that ad load ceiling, Facebook’s ad revenue growth will slow down “meaningfully” in the second half of 2017, said CFO David Wehner during the company’s Q1 2017 earnings call on Wednesday.But there’s a but.When Wehner talks about ad load, he is only referring to the ad load in Facebook’s news feed, a Facebook spokesperson confirmed after Wednesday’s earnings call that was once again dominated by ad load questions. That distinction is important because it means that Facebook’s ad load problem may not be much of a problem for long.Facebook may be running out of room for ads in people’s news feeds, but it’s starting to put ads in so many other places that ad load on Facebook may be stagnating, but ad load across Facebook Inc. is just beginning to ramp up.For example, the number of ad impressions that Face…

Facebook’s Q1 2017 earnings report in 6 charts

Facebook continues to make a ton of money…… but for months, Facebook execs have warned that its advertising revenue growth will slow down in 2017 as it stops squeezing more ads into the average news feed. But in Q1, Facebook showed no signs of slowing down just yet.Counterbalancing Facebook’s stagnating ad load is its still-ballooning user base (most of whom use Facebook on their phones, though Facebook no longer breaks out its mobile audience numbers).As with its audience, mobile dominates Facebook’s advertising revenue, but its desktop ad revenue continues to hold steady.Even as Facebook maxes out the number of ads it can show the average user, it has been able to increase, year over year, the amount of money it makes per user.With more users in total, Facebook has been able to serve more ads in total. And at the same time as its ad supply has increased, so has advertiser demand, as indicated by Facebook’s continually higher ad prices. (This chart will be updated when Facebook annou…

Marketing Day: Google Shopping ads, landing page tests & Apple’s earnings report

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:A new test extends Google Shopping ads to the Display Network
May 3, 2017 by Ginny Marvin
Ads will start appearing first on fashion and home design sites. The robots who will warm your heart — and drive your branding
May 3, 2017 by David Rodnitzky
Columnist David Rodnitzky looks into the future of branding in a world that’s being increasingly dominated by AI, machine learning and other tech. The great big list of landing page tests to try
May 3, 2017 by Amy Bishop
Sometimes half the battle of conversion optimization is coming up with ideas for things to test. That’s where this post from columnist Amy Bishop comes in! How customer identity solutions slash churn — and boost revenue
May 3, 2017 by Mike Sands
Columnist Mike Sands explains how the right customer identity solution will help you tap into your customer data and build a long-term approa…