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Showing posts from May 5, 2017
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Google’s rocky road: Fake news, extremist videos & bad search results [Podcast]

Google is having a rough year. Extremist and hyperpartisan videos have made the term “brand safety” mainstream, as major advertisers pulled their ads from YouTube. Poor search results, like the featured answers for questions like “Are women evil?” or “Did the holocaust happen?” have shined a light on Google’s struggles to identify authoritative sources that can answer searcher questions. The company’s image has taken a hit.But Google has started fighting back. It’s put new policies in place to govern allowable speech on YouTube, and it’s changed how it’ll penalize publishers whose videos get overrun with unacceptable user comments. It’s also taking steps to improve its search experience, like being more explicit in explaining when it might remove search suggestions and also inviting users to flag troublesome search answers.Is that enough? In this week’s episode of Marketing Land Live, I put that question to our very own Danny Sullivan and Ginny Marvin, both of whom have closely covere…

5 steps to success for low-conversion-volume accounts in AdWords

Imagine this: you’re happily working away in your busy AdWords accounts, looking at hundreds, or maybe even thousands of conversions a week. Pretty simple, right?!But then someone throws a curveball at you: an account that only generates a few conversions a month. Goodbye, easy optimization! Hello, outside-the-box thinking.So, what’s tough about it?The obvious issue is that you have less data to work with, meaning optimization is more difficult. It’s also harder to measure performance and growth over time. And what about testing? We all know that this is the bread and butter of any good PPC manager. Yet when you get little in the way of conversions, it’s not so simple!Now, you may be feeling frustrated, thinking that there is nothing you can do with low-volume accounts and that they’re forever destined to have minimal changes and little growth. Think again! In this article, I’m going to give you some steps to success when it comes to optimizing low-conversion-volume accounts in AdWord…

The 7 Most Popular Platforms To Self-Publish Your Ebook & Make Money

Want to grow your audience? Have a message you know you should share with the world?If you’re a blogger, writer, and/or an entrepreneur, you might be thinking about self-publishing a book.A book in itself is unlikely to make or break you, but it is a powerful extension of your business or blog.Entrepreneurs like Eric Ries (Author of Lean Startup), Nathan Barry (CEO of ConvertKit), Tim Ferriss (4 Hour WW) have used books to earn money and gain authority.At the thin wedge, it’s also an opportunity to create the most impactful type of business card you could possibly have.But there are so many platforms…Which is the best path for an entrepreneur or blogger?You’ve heard of Amazon KDP, of course, but what about the rest?What about Gumroad, or Inkshares, or Smashwords?Let’s clarify the most important thing…Your choices fall under 3 categories:Direct to ebook retailers: 95% of sales are through Amazon (80%), iTunes (10%), Nook (3%), Kobo (2%)*.Aggregators: These platforms allow you to upload…

Ladders VP of Marketing says working on something meaningful lends purpose to her life

Ladders Vice President of Marketing Stephanie Chan says she is a marketer at heart. Joining the online career resource for professionals in September of last year, Chan manages all aspects of the website’s marketing strategy.“I oversee everything related to consumer, as well as B2B, marketing and sales at Ladders — a big, fun role,” says Chan. This month, Chan’s team is focused on a campaign that will launch on Sirius and eventually be tested on podcasts.“Most of our marketing is concentrated online, so I’m excited about testing into offline channels and reaching a new audience,” says Chan, “At the heart of it, I’d like it to get our name out there in new and effective ways.”Before joining Ladders, Chan founded Please and Carrots, a subscription service for learning and development. Prior to starting her own company, Chan led consumer marketing for Time Inc.’s “InStyle” magazine. She earned a Bachelor of Commerce from McGill University and received her MBA from the Kellogg School of M…

LiveRamp’s IdentityLink acts as centerpiece for new identity consortium

People-based marketing is a gold standard for marketers, because the targeted customers are definitively identified.Acxiom’s data onboarding division, LiveRamp, and two leading ad tech firms, AppNexus and MediaMath, announced this week the launch of an open consortium to increase the availability of people-based marketing in programmatic advertising.While the announcement talks about a single identity standard being available across platforms — including Internet of Things devices, addressable TV, video billboards and mobile — LiveRamp CMO Jeff Smith explained to me that this announcement is really about adopting a single type of cookie for use in LiveRamp’s IdentityLink.The new organization could be described, he said, as “a consortium for a unified identifier, in one cookie.”[Read the full article on MarTech Today.]

via Marketing Land

Acxiom adds interest-based ShareThis data to its arsenal

While its LiveRamp division announced Thursday a new identity consortium for ad tech, Acxiom unveiled on Wednesday a new partnership with ShareThis.ShareThis provides those “share this” buttons you see on this and other websites, allowing users to quickly share links to content via social media or other avenues.Those clicks create anonymized profiles of what interests people. Someone sharing, say, a page’s list of upcoming concert dates for Britney Spears obviously shows an interest in that musician.But ShareThis might also know, through a cookie or mobile device ID, that this user also likes to share, say, concert dates for Irish music and stories about dogs.[Read the full article on MarTech Today.]

via Marketing Land

Dynamic video will convert the last digital skeptics

Data-driven marketing is today’s norm. The vast majority of digital display ads this year — 73 percent, according to recent eMarketer forecasts — will be purchased programmatically and incorporate data-driven targeting to activate. It’s also projected that 2017 will be the first year when digital spend surpasses TV to become the largest part of the overall ad budget, on average.What’s more, marketers are expanding beyond using data to just guide ad placement, reaching deeper to let their data inform the formation of ad content. It would seem that the great data march is unstoppable, and that its influence over the entire advertising process is growing.And yet amid this paradigm shift, some roles in the marketing process are ahead of others, particularly when it comes to creative, and especially when it comes to video creative. Raised in the pre-digital era of monolithic channels (TV+print) and the culture of the “big idea,” some marketers remain skeptical of both the “why” and the “ho…

The other side of brick-and-mortar retail: Survival of the fittest

The stories about major brick-and-mortar retailers closing physical locations in favor of online-only models are piling on, garnering attention with hyperbolic doom-and-gloom headlines. However, there is a different, more telling side to the story.Clearly, there are too many malls and too many stores, and the internet is impacting the retail landscape significantly. As a result, a “survival of the fittest” market dynamic has prevailed, with many innovating retailers coming out on top in the fight between online and in-store.These retailers are the ones willing to move beyond traditional strategies for engaging today’s consumers — those that connect with their target shoppers via mobile, listen to their preferences, and then act immediately to give them what they want. They are offering unique, high-quality merchandise and personalized experiences, as well as earning swaths of new and repeat customers.Shoppers still prefer to make purchases in the store rather than online. They want to…

5 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.Google has been busy this week, performing several interesting tests including two fairly major ones concerning hotel reviews and job listings.Meanwhile, Bing makes its homepage a little more interactive, and Google has announced that Similar Audiences will be available for Search and Shopping in AdWords. Finally, one Googler put a persistent SEO myth about 404 pages to bed once and for all.Google is testing a new UI for hotel reviewsToronto SEO specialist Sergey Alakov discovered the test last week, exploring its implications in a post on his personal blog. The test shows a new review carousel that amalgamates reviews from third-party sources like Expedia and booking.com.There are a few changes to the review system too, with Google now displaying average scores for Room, Locations, and Services & Facilities. Clicking through to the reviews section also shows an average…

Is ABM really a better mousetrap?

Almost every day, it seems like a new marketing software or services vendor pops up positioning itself as “The ABM Company.” But riddle me this: When you examine these account-based marketing vendors closely, why is it they all seem to do something different? If Account-based Marketing (ABM) is a particular marketing technique, shouldn’t it be, basically, the same thing for everyone?The truth is, just as the word “marketing” can be used to mean anything from product strategy to brand-building to sales enablement, ABM is an umbrella term comprising a host of possibilities that share one important characteristic: they shift the marketing unit of attention from individuals to the companies these contacts play a role in.So, if you are doing ABM but finding it to be tough sledding, or if you have been hesitant to try because a vendor’s offering didn’t make sense in your situation, it’s time have another look at the concept. Why? Because you can drive real value for your business with an AB…

The Account-Based Marketing Guide for Modern Marketers

As a B2B Marketer, you spend a lot of your time coming up with new ways to reach the right prospect, at the right time, with the right message. Account-Based Marketing (ABM) is a tried-and-true strategy to help you do all three. By treating each account as a market of one, you can deepen your relationships with individuals at key accounts and ultimately increase revenue.For more ways ABM can help you up your marketing game, read this white paper from Oracle.Visit Digital Marketing Depot to download “The Account-Based Marketing Guide for Modern Marketers.”

via Marketing Land

Marketing Day: Snapchat vertical video ads, AdRoll Pro & Facebook’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:How Google assesses the ‘authority’ of web pages
May 4, 2017 by Danny Sullivan
Google has no single authority metric but rather uses a bucket of signals to determine authority on a page-by-page basis.Snapchat rolls out self-serve platform for its vertical video ads
May 4, 2017 by Tim Peterson
Snapchat Ad Manager will become officially available next month and feature all of Snapchat’s targeting options but only work for its Snap Ads.AdRoll adds tools for agencies with new pro version
May 4, 2017 by Ginny Marvin
AdRoll Pro for Agencies also offers multi-client display and social campaign management.The keys to activating content across multiple channels
May 4, 2017 by Jim Yu
Are you getting the most out of your content? Columnist Jim Yu offers tips on how to develop content that can make an impact and drive results across channels.mParticle laun…