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Showing posts from May 19, 2017
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How Dwyer Group connects the dots between its 13 different home-service franchise brands

Few people may know the Dwyer Group — but, there’s a good chance you’ve heard of Molly Maid, The Glass Doctor or Mr. Appliance, all brands that belong to the company’s family of home-service franchise businesses.Up until this year, the 13 different franchises had been managed separately on a brand level.“Dwyer Group is not a consumer-facing brand,” says Lisa Zoellner, CMO for the company. “There’s never been any sort of link between these brands, no communication effort to help folks understand that all of these brands are from the same family of brands.”Since joining Dwyer Group in January of last year, the CMO says she has been focused on building an “overarching” growth strategy that connects the company’s collection of well-known home-service businesses.Recently, her team took a major step toward bringing together the company’s 13 franchise brands under one umbrella when it launched Neighborly, an online resource that houses all of the Dwyer Group’s home-service franchises, offeri…

[Podcast] The Google I/O 2017 recap: Lens, Assistant & more

The Google news was fast and furious this week, with numerous announcements coming from its annual developers’ conference, Google I/O 2017. The event is wrapping up today, so this week’s episode of Marketing Land Live offers a look back at some of the bigger announcements that will impact online marketers.Much of the focus was on Google Assistant, the company’s smart/virtual assistant that originally powered Google Home devices and has since expanded to Android phones and — as of this week — the iPhone, too. Google made a number of updates to Assistant’s capabilities, including an interesting tie-in with yet another new Google product called Google Lens. That’s an AI-powered visual search tool that turns your smartphone camera into a pretty powerful search box.We have audio explaining these new developments directly from Wednesday’s Google I/O keynote, featuring Google CEO Sundar Pichai, along with Scott Huffman and Rishi Chandra.This week’s show runs a little more than 15 minutes. Yo…

Hey, CMOs: Who owns your brand?

I speak a lot about the ongoing battle for the heart and mind of the customer and the role that brand plays in this important fight. For all that chief marketing officers stress over their company’s brand and often talk in terms of ownership, the fact is that a brand is bigger than any one person. It’s bigger than executives, bigger than every employee.Taco Bell CMO Marisa Thalberg nailed it when she told an audience at our company’s event last month that the community owns your brand. It’s imperative to remember that CMOs and marketers are just the keepers of the brand — the “heavy lifting” is done by a brand’s community, or “tribe,” of customers, fans, influencers and advocates.I say “tribe” because great brands generate truly tribal feelings that define, inspire and empower. It’s distributed brand ownership, and it’s something you must work with, rather than against, to succeed.The power of large and inclusive tribesThe B2C world is rife with examples of incredible tribes. Take the…

Google pushes AMP Ads adoption, announces Celtra & MOAT integrations

Last July, Google introduced broad support for AMP-enabled ads and landing pages in DoubleClick. Now, Google wants to make AMP the standard for ads across the mobile web.“Things written in AMP, even if they are ads, cannot have poor performance,” said  AMP Ads Initiative tech lead Michael Kleber at Google I/O Thursday. “Everything written in AMP is guaranteed to have good performance properties, and that extends to ads also.”In Thursday’s presentation, Google introduced several initiatives to increase adoption of AMP ads, including partnerships with Celtra and MOAT and a native video player. Features critical to advertisers — such as viewabilty monitoring, analytics, click protection and other back-end functions — are also now built into the AMP ads framework.In addition to standard text and image ad formats, there are now six new AMP ad templates, including a carousel ad format, a video parallax unit and a lightbox format. Demos and examples are available here.Celtra, a creative mana…

4 reasons why digital context matters

“I’m shocked, shocked to find that my ads are running adjacent to questionable content!”Just as it defies credibility that good Captain Renault was completely unaware of the rampant gambling at Rick’s Café in “Casablanca,” so too is it impossible to believe that digital marketers don’t understand the risk of buying arbitrary media space via often blind auctions and machines.The atomization of content via digitalization presents an unparalleled opportunity to achieve the Holy Grail of advertising: consistently delivering just the right message in just the right place (and, by extension, to the right person at the right time.)Marketers have long known that context matters and have acted on this knowledge to the extent that the available media allowed — for example, with beer and pizza ads during sporting events and clothing ads in fashion magazines.In becoming “digital,” these same marketers oddly seem to have forgotten this proven precept. The rapid growth of programmatic advertising i…

Your AMP inventory is worth more than you think

There’s a good chance your AMP ad setup involved plugging in one or two programmatic exchanges, plus a paid link module at the bottom of the article, and calling it a day.Because hey, you’re busy. AMP comprises a fraction of your inventory. And you’re not sure what your options are. Sound familiar?This is a common approach — but you can do better.If you treat AMP as undifferentiated run-of-site inventory (as many publishers do), the results can be underwhelming. ProgrammaticeCPMs do tend to risein AMP inventory as a result of AMP’s viewability-driven CTRs — but those benefits can be diluted in volume-driven marketplaces.On the other hand, if you think of AMP as a special product, you might discover it’s the most valuable mobile web inventory you have — particularly if you have a direct sales operation, participate in a premium private marketplace or have any other strategy that benefits from ads actually being viewed by people.The reason is simple: AMP is optimized for speed, user exp…

Google Assistant comes to iPhone, adds alerts, hands-free calling & more

Google Assistant was one of the stars of Wednesday’s keynote at I/O 2017. It’s gained a number of new features and expanded beyond its Android-based roots.As expected, Google is making Assistant available on the iPhone, where it’ll compete with Apple’s built-in Siri — the original smartphone assistant — and Microsoft’s Cortana, which has its own iOS app. Assistant will be a standalone app that’s compatible with iPhones running iOS 9.1 or better.Assistant is also getting a number of new features that I’ll describe below.Notifications: Home will alert users when it has important information to share, beginning with things like traffic delays, flight statuses and reminders. The device won’t talk on its own but will light up when an alert is ready — much like the Alexa notifications that Amazon just announced for its devices.Type to Assistant: Recognizing that not every situation is appropriate for talking out loud, users will be able to communicate with Assistant by typing on the phone.I…

Web browsing coming to VR headsets, AR coming to the web via Chrome

Google is bringing the Chrome browser to virtual reality (VR) and also bringing augmented reality (AR) into the Chrome browser. On the second day of I/O, at the end of its morning keynote, Google made two announcements tied to Chrome that are quite interesting for the future of the mobile web.Google previously authored a web VR spec that allows developers to create VR (360-degree) experiences for the browser. Yesterday, Google said that it was bringing the full Chrome browser to VR headsets. For conventional web pages, you’ll see the same 2D experience, but web VR experiences will be fully immersive in the headset. Web video will also be transformed into a large-screen experience.User bookmarks and history will be accessible in the VR headset Chrome experience as well. This will be live “later this year” on Chrome for Android.Perhaps more significantly, Google said that it was making AR available through the Chrome browser. Mobile apps permit users to have AR experiences today (think …

How video impacts mobile web performance and UX, part 2: autoplay and audio

Mobile video is a major up-and-coming trend in content, with brands everywhere converging on the new and lucrative mobile video market.Mark Zuckerberg said on a recent shareholder conference call that he sees video as “a megatrend on the same order as mobile” – which makes mobile video, the intersection between the two, the ultimate sweet spot of engaging content to draw in new consumer eyeballs.But sadly, there are still some technical hurdles to overcome before the mobile video experience is as smooth as companies would like it to be. In our previous installment we looked at how video can be a massive mobile data hog, and why it shouldn’t (but still does) have an impact on download speed.In this part we’ll look at the contentious subject of autoplaying videos and their impact on mobile webpage performance, as well as how audio can delay page speed, and what kind of conditions make for a poor viewer experience (VX).Our third and final part will consider some solutions that webmasters…

Google’s “buy button” is moving forward; now taking beta requests

Kashin / Shutterstock.com Google is opening the beta for its “buy button,” dubbed Purchases on Google. Sales & Orders reported finding the option in Merchant Center Tuesday.Google hasn’t made a formal announcement about it yet, but advertisers can request access to the Purchases on Google beta via the Merchant Center Programs section in Google Merchant Center.Google unveiled the Purchases on Google pilot nearly two years ago, in July 2015. The Shopping ads, tagged with “Buy on Google,” display on Android devices. Users can make purchases directly from Google-hosted landing pages.To learn more about the program and the beta, read the full article on Search Engine Land.

via Marketing Land

How To Buy A .com Domain With A Free Custom Email And SSL Certificate For $0.99

We all know the importance of having a .com domain name for our business website or blog. Unfortunately, due to high competition for getting a .com name, most online services charge excessive costs to buy “premium” .com names.Similarly, it is very costly and difficult for a newbie to bear the entire cost of such a domain name, SSL certificate, and a custom email address altogether.When I started blogging in 2015, I searched for many online services to find one which would provide me wth a domain name for less, and I ended up buying one from GoDaddy.Recently, when I was searching to buy a new domain name, I came across a deal which provided .com domain names with a free custom domain email (free 2GB space) and an SSL certificate for only $0.99.Yes, you heard it right. You will get all the above three features for just $0.99.But why do you need all of these things?Let me quickly walk you through the benefits of having a custom email ID and an SSL certificate for your domain.Benefits Of …

Five marketing automation myths busted!

Technology is often surrounded by mystery and myths that keep new users from joining the early adopters.Marketing automation technology is no different.Read this white paper to see five common marketing automation myths busted and learn more about the power marketing automation can bring to your mix, including:attracting, engaging and converting buyers across all marketing channels.integrating with existing marketing tools to boost results.streamlining workflow, social monitoring and content managementVisit Digital Marketing Depot to download “Busting Common Myths of Marketing Automation.”

via Marketing Land

Marketing Day: Facebook to live-stream MLB games, Twitter updates privacy policy & 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:2017 SEM growth hacks: Gain monster paid search growth using competitive data
May 18, 2017 by Lori Weiman
How can you use competitive data to improve your paid search campaigns? In Part 2 of her multipart series on SEM growth hacks, columnist Lori Weiman explains how competitive ad monitoring helps marketers make more informed strategic decisions.The anatomy of ad copy relevance: The new Google standard
May 18, 2017 by Jason Puckett
Columnist Jason Puckett discusses how today’s most advanced advertisers are implementing sophisticated ad copy at scale across their accounts.Mobile is not the only channel to the customer, but it’s the most powerful one
May 18, 2017 by Josh Todd
Columnist Josh Todd makes the case for using your mobile data to inform every part of your digital marketing strategy and strengthen your relationship with your customers.R…

5 massive SEO and content shifts you need to master right now

Google has thrown a lot at marketers in just the last five years. All of these big changes — from rolling out major algorithm updates to shifting to mobile-first — have essentially had the same goal: to provide the best possible search experience to users. Google wants to show users the best content at the right time on the right device as quickly as possible.Some marketers have struggled to keep up with and adapt to these huge changes. Meanwhile, other brands are thriving. Why? Because they have learned to stay ahead of Google’s ever-evolving algorithms by focusing on content and quality.Smart marketers know that they must have similar goals to Google. That means providing content that resonates, engages and converts — wherever, whenever and however consumers discover it.It’s important to not just look at where Google is today, but where Google is heading over the next six months, next year and beyond. If you can stay ahead of these momentous shifts, you can stay ahead of Google and …

2017 SEM growth hacks: Gain monster paid search growth using competitive data

Welcome back to my eight-part series providing marketers with growth hacks for their paid search campaigns. I began the series last month by focusing on how brand protection in paid search has become a quick way for search marketers to drive meaningful campaign revenue.Today, I will focus on an SEM growth hack that uses competitive data to grow your paid search results in a big way. My focus today will be on text search ads only. Stay tuned for Part 6 for tips on improving shopping ads.Let’s jump right into how to achieve monster growth in PPC using competitive data. This is basically written like a recipe, so follow each step:Step 1: Identify your top keywordsIn order to use competitive data in the most productive way, you need to identify a keyword sub-set to focus on. Your goal is to ensure that you have a defensible position on your best performers and to take that defensible position to the next level by actually winning on those keywords.I like to use keywords that fall into the…

The anatomy of ad copy relevance: The new Google standard

Recently, enterprise-focused Google representatives have been encouraging a metric called “Relevance,” which is believed to be one of the three main factors that make up Quality Score. Relevance is a metric which evaluates how pertinent your ad creative is to your account structure and keywords.At AdBasis, we have spent Q1 speaking with enterprise-level advertisers about changes being implemented to account structures and to ad units (creative) in order to improve their relevancy scores as recommended by Google. This often means that advertisers need to implement hyper-specific ads to every ad group in their accounts.As a result, we have seen the demand for scaled ad implementations, ad unit management and creative optimization grow dramatically. This article is designed to give you a standard for what your creative should look like within every ad group. I’m going to dissect the anatomy of ad structure, showcase some best practices and provide some additional commentary.Overall shift…

Mobile is not the only channel to the customer, but it’s the most powerful one

Mobile is a key part of the modern relationship between brands and consumers. While it is by no means the only channel for brands to reach their customers, I would argue it’s the most powerful one.Why? Because mobile is real-time. When done right, it’s bidirectional. And it gives you a 24/7 direct line to your customers as well, as the most information about what those customers really want.But getting mobile right is hard. User expectations are more demanding on mobile than on other channels because it’s more intimate and personal. Consumers quickly lose trust when brands hit them with irrelevant content or poor experiences on mobile. Since mobile dominates time spent with digital media, it is quickly raising the expectations of consumers across the engagements with a brand. This makes mobile, well, more than mobile.To fully take advantage of everything mobile can deliver, you need to make sure your company can unlock the power of the data surrounding your mobile users and place it a…