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Showing posts from June 24, 2017

Compare 9 paid search campaign management tools

Marketing Land’s “Enterprise Paid Media Campaign Management Platforms: A Marketer’s Guide” examines the market for paid search and other media campaign management platforms and the considerations involved in implementing this software into your business.This 50-page report is your source for the latest trends, opportunities and challenges facing the market for paid media management tools as seen by industry leaders, vendors and their customers.Included in the report are profiles of 9 leading campaign management platforms vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing.Visit Digital Marketing Depot to download “Enterprise Paid Media Campaign Management Platforms: A Marketer’s Guide.”

via Marketing Land

Marketing Day: SEO audits, online-to-in-store attribution & YouTube viewer stats

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:5 must-do technical SEO audit items in 2017
Jun 23, 2017 by Aleyda Solis
As the search world evolves, so must your technical SEO audits. Columnist Aleyda Solis discusses some new items to add to your audits in order to stay current.Early performance results from Google’s update to close variants
Jun 23, 2017 by Andy Taylor
What impact has Google’s latest update to close variants had on paid search performance? Columnist Andy Taylor reviews the data.A deep dive into online-to-in-store attribution
Jun 23, 2017 by Michael Della Penna
Columnist Michael Della Penna walks you through the various methodologies used to understand the impact of impressions on in-store visits and how they affect campaigns.Facebook to launch app for video creators later this year
Jun 23, 2017 by Tim Peterson
Facebook’s app will enable creators to add intros, outros and Sn…

5 must-do technical SEO audit items in 2017

In recent months, we’ve seen many important technically focused Google announcements, such as an update on JavaScript crawling support, the migration toward mobile-first indexing, the release and extended support of AMP in search results and the expansion of search results features, from rich snippets to cards to answers.As a result, a number of technical items must be taken into consideration when doing an SEO audit to validate crawlability and indexability, as well as to maximize visibility in organic search results:1. Mobile web crawlingGoogle has shared that a majority of its searches are now mobile-driven and that they’re migrating toward a mobile-first index in the upcoming months. When doing a technical SEO audit, it is now critical to not only review how the desktop Googlebot accesses your site content but also how Google’s smartphone crawler does it.You can validate your site’s mobile crawlability (errors, redirects and blocked resources) and content accessibility (Is your co…

Early performance results from Google’s update to close variants

Back in March, Google began expanding its definition of what constitutes a close variant exact match, a change they expected to roll out “over the coming months.”At last Tuesday’s “Mad Scientists of Paid Search” session at SMX Advanced, I presented the latest Merkle data on what kind of impact we’ve seen so far. Here I’ll walk through some of the data presented there and explain what it means for advertisers.Close variant traffic share steady so farTaking a look at the share of all “exact” and “exact (close variant)” non-brand traffic attributed to close variants for a set of Merkle advertisers, we find that it has remained relatively the same so far in Q2 compared to what we’ve observed since the beginning of 2016 across all three device types for the median brand.I measured close variant traffic in this way because it gives a sense of what share of traffic would be attributed to close variants if every single keyword in an account were set to exact match. Thus, this method helps to …

A deep dive into online-to-in-store attribution

Connecting advertising to outcomes has increasingly become a key initiative for companies of all sizes. Over 50 percent of companies with 100+ employees and more than one digital channel are using multichannel attribution models, up from 22.9 percent in 2014, according to eMarketer. Keep in mind that this figure only includes multichannel attribution for digital initiatives.Marketers are also turning to mobile and location data to help bridge the online and offline gap and to provide a fuller picture of attribution and a consumer’s behavior after exposure to an offline ad.Technology that measures impression-to-store-visit data at scale has garnered more interest among marketers over the past year. This tech gives marketers the opportunity not only to understand uplift resulting from an ad exposure, but the customer journey, competitive behavior and more. (Full disclosure: My employer is a provider of an online-to-in-store attribution solution.)How does it work? There are different app…