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Showing posts from July 13, 2017
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Custom, dynamic email is giving marketers and readers what they want: hyper-personalized messages

For years, email marketing has been circling around an ideal center without ever reaching it. That center has become known as “hyper-personalization.” Yes, the sought-after email “segment of one,” the email marketer’s Holy Grail — the perfect email campaign. Call it what you will, but hyper-personalization is now the gravitational center of email marketing, and we’re traveling toward it, fast.Still, we have a long way to go before we as marketers reach the segment of one. And even after we hit it, we still need the means of standing out from the crowd.That means good, personalized content. That’s right: hyper-personalization — where we know what motivates a recipient, why they choose to purchase, what they choose to purchase and more — will still depend on stellar content to stand out from other hyper-personalized messages.Thankfully, we have the materials we need today to cater to our readers’ whims. Those materials are our data — little bits of information on past behaviors, intent …

YouTube ad views drop in June with No. 1 #MoreThanARefugee at 16M views

YouTube’s ad leaderboard for June saw significantly fewer views compared to May, with last month’s top ad — YouTube’s own #MoreThanARefugee — only generating a total of 16.8 million views.The No. 1 ad in May, from Clash of Clans, earned 87.7 million views. It’s worth noting that the top 10 ads in May generated a total of 115 million views, the bulk of which were owned by “Clash of Clans.”The total views for June’s top 10 ads amounted to only 51.1 million views — but views were much more evenly distributed between the ranking ads compared to May.June’s No. 1 spot was the result of a partnership between YouTube and the International Rescue Committee, a humanitarian relief organization, and included refugee stories produced by well-known YouTube creators like The Young Turks and Tyler Oakley.YouTube actually earned two spots on its leaderboard last month, with its #ProudToBe video supporting Pride Month ranking No. 4 with 4.6 million views.Other big brands to make the list include Micros…

LinkedIn starts letting people natively upload videos that play automatically

LinkedIn may be the last major social network to add a way for people to share videos natively, but it will share new information about the people who view those videos.LinkedIn will finally let people natively upload videos to the business-centric social network through its mobile app. On Thursday, LinkedIn started testing the feature with a small number of users whose natively uploaded videos will play automatically when they appear in people’s feeds.This isn’t the first time LinkedIn has let people post videos to the service. Last year, the company rolled out a separate app for its most influential users to post short videos.In bringing the video-sharing option to its main app — at least for some users — LinkedIn will add a video camera icon next to the normal camera icon in the app’s status update box. People can click the new icon to record a video using LinkedIn’s in-app camera or upload clips saved to their phone’s camera roll.LinkedIn’s video-sharing option appears to be prett…

SMX East agenda is now live! Check out the SEO & SEM sessions in store for you.

Feed your obsession for SEO & SEM with actionable and proven tactics by attending Search Engine Land’s SMX East, October 24-26 in New York City.The agenda is packed with 50+ sessions and led by search marketing experts in paid search advertising, search engine optimization, conversion and analytics, social media and much more.Here’s a quick look at some of the sessions I’m particularly excited about:SEO:SEO Ranking Factors In 2017: What’s Important, What’s NotWhat’s New With Markup & Structured DataThe Power Of Google Featured SnippetsThe New Mobile: What SEOs Need To Know About Progressive Web Apps, Firebase App Indexing & Android Instant AppsAMP: Do Or Die?Meet the SEOsSEM:How to Maximize & Measure Performance on the Google Display NetworkTaking Audience Targeting To The Next LevelBreakthrough SEM Testing TacticsTime To Get Agile: Moving From Manual to Automated SEM Campaign ManagementCompetitive Research For SEMPaid Search RoundtableWant to take a deep dive? Choose …

How to ask survey questions of liars and pretenders

A/B testing delivers powerful data to a marketer, researcher or business executive. This data is powerful because it’s designed to deliver trustworthy behavioral data — data that can predict what makes more visitors convert.But A/B testing can’t be used for every question you have. For any website or campaign, you’ve got a limited amount of traffic to run A/B tests on. They’re hard work to create, and if you’re not careful, they’ll give you the wrong answer.You want to be very protective of your A/B testing time.If you have lots of questions, and you can’t test them all, what do you do?The answer is to find or generate some data that you can use to answer some of your questions or narrow down your design options. One way to do this is to ask some people to pretend they’re you’re customers and get their feedback.Bring in the liars and the pretendersUsing surveys and focus groups to inform decisions is a time-honored tradition for advertisers and product developers. Traditionally, these…

Google wins French court decision, won’t have to pay $1.3 billion in back taxes

The pan-European effort to extract more tax revenue from large internet companies was dealt a setback yesterday. A Paris administrative court ruled that Google France wasn’t sufficiently autonomous from Google Ireland to justify imposition of a $1.3 billion remedial tax bill on the company.Like many US tech companies, Google’s European headquarters is in Ireland, which has more favorable corporate tax rates than other countries in Europe. However, the company has offices and operations throughout Europe.Ireland’s corporate tax rates are half or less than half of those in other Western European countries (12.5 percent vs. 20 or 25 percent, on average). France taxes corporate profits at levels above 30 percent.According to a Bloomberg report, the tax issue turned on the issue of the degree of discretion and autonomy of Google’s French operation:Paris judges ruled that the conditions to tax Google Ireland as if it had a permanent establishment in France weren’t met as Google France didn’…

CommuteStream now offers native ads for dozens of transit apps around the US

For a marketer, the daily commute of a passenger on public transportation is an ideal targeting time. The passenger travels the same route, at the same times, and might regularly check a phone app for schedule updates.With that in mind, Chicago-based CommuteStream is this week launching “commute-targeted” native ads through its ad platform specifically for dozens of transit apps. Although other ad platforms can deliver ads to these apps, CommuteStream says it is the only one to focus entirely on public transit apps.Dozens of them — with names like Transit Stop, Transit Tracker, Next Bus and My Transit — allow users to see current arrival times of buses or trains, check for delays, find the fastest routes or conduct similar activities.Previously, CommuteStream only offered banner ads for transit apps, which are still available. Both the banner ads and the new native ads are now available in 11 US markets beyond the company’s initial three markets of Boston, Pittsburgh and the Chicago a…

PPC 102: Seven tips to improve your paid search campaigns

Once you’ve got the basics of PPC down, how can you improve on those efforts further? Here are seven tips to take your campaign to the next level.We recently gave eight tips to help beginner search marketers get their first campaigns off the ground, with our article ‘PPC 101: Eight tips to get started‘. This is the sequel to that course, PPC 102, with seven more tips to help you improve on what you’re already doing.You don’t have to be a PPC expert to create a successful campaign with strong ROI. All you need is the time to understand how PPC works and to improve your efforts in a series of small but effective steps.Set up conversion trackingIt’s really important to be able to measure your PPC efforts and this can be achieved by setting up the tracking pixels on your pages. Right before you start with PPC ads, you can add a conversion code to your site to be more prepared for the analysis of your campaigns.This will allow you to understand which ads work better for your audience, brin…

Marketing Day: Prime Day results, YouTube remarketing & the QVC/HSN merger

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:Prime Day delivers a 60% increase in profits for Amazon sellers [Feedvisor data]
Jul 12, 2017 by Amy Gesenhues
Amazon says one merchant, Furbo Dog Camera, generated 500 times its normal daily sales during the Prime Day event.Key notes on optimizing for voice search: Conversation, content and context
Jul 12, 2017 by Jim Yu
Voice search is growing in popularity, yet many search marketers still don’t have a plan for it. Columnist Jim Yu discusses the state of voice search and provides some tips for marketers looking to the future.AMP for Advanced SEOs: SMX Advanced insights
Jul 12, 2017 by Eric Enge
Columnist Eric Enge summarizes a session from the recent SMX Advanced conference on Accelerated Mobile Pages (AMP).Attack of the clones: Here’s a script to fight duplicated ads
Jul 12, 2017 by Daniel Gilbert
Duplicate ads can make it difficult to prope…

Prime Day delivers a 60% increase in profits for Amazon sellers [Feedvisor data]

Amazon’s third annual Prime Day has to come to a close, and it appears everyone made out like bandits.In addition to the 30-hour event marking Amazon’s biggest sales day ever and driving more Prime memberships than any other day in Amazon’s history, Amazon sellers earned nearly 60 percent more profit during the event than they did in the two weeks prior to Prime Day.Feedvisor, a machine-learning platform for e-commerce companies, analyzed sales activity for 132,311 items on Amazon, comparing performance results for the products during June of this year to yesterday’s Prime Day.According to Feedvisor, sellers saw a 58 percent increase in profits, a 92 percent increase in sales, and a 66 percent increase in orders. The data showed sales on Amazon were already up 118 percent on July 10, just two hours after Prime Day’s 9:00 p.m. ET start.The highest-percentage sales spike happened at 4:00 a.m. ET on July 11, when sales were up 221 percent compared to the same time two weeks before on Jun…

Key notes on optimizing for voice search: Conversation, content and context

Alexander Supertramp / Shutterstock.com Voice search, the topic that is on the virtual tip of every marketer’s tongue, currently accounts for one out of every five Google mobile searches — and that number is expected to grow over time as digital assistants and smart home devices become more commonplace. For the modern-day SEO, the shift from manual text queries to voice commands has been subtle over time, but the potential impact over the next few years could be game-changing.To prepare for the voice search revolution, it is essential that marketers understand the difference between market growth and consumer adoption, the nuances of conversational search and natural language and the role that AI and machine learning play in SERP responses. Just as with any emerging trend in our industry, it is important to plan now to ensure you stay one step ahead of the search curve.Trend and adoptionAll major technology providers, not just Google, are investing in virtual assistants — and by extens…

AMP for Advanced SEOs: SMX Advanced insights

At the SMX Advanced conference in Seattle this year, Ranna Zhou from Google, Scott Sala from iProspect and Paul Shapiro from Catalyst all took deep dives into Accelerated Mobile Pages (AMP). In today’s post, I’m going to share some of the great information that they provided on the topic.AMP’s expanding ad coverageRanna Zhou, Google product manager for AMP, was the first to speak. She talked about AMP ads. This is an important topic because the monetization of AMP has been one of the big concerns about it from the very beginning. She shared some interesting data about AMP ads.First up was some market data. There are already more than 2 billion AMP pages that have been implemented across more than 900 domains. More and more companies are coming on board, too. Some new partners include Yahoo Japan, Baidu, Sogou, Tencent Qzone (640 million active monthly users) and Weibo (313 million active monthly users). Zhou also shared one case study, for Ali Express, which reported a 10.5 percent in…

Attack of the clones: Here’s a script to fight duplicated ads

You know those nightmares where your reflection comes out of the mirror and steals your life? Just me? Well, anyway, this is like that — but in AdWords.Sometimes you make a mistake with AdWords Editor, but instead of changing the existing ad, you create a new one. Or you’re overzealous in converting your old standard ads and make two expanded text ads (ETAs) instead of one.Suddenly, you’ve got multiple ads that are exactly the same. That means your ad testing isn’t working right, because the traffic isn’t being served evenly between the different ad variants; instead of an A/B test, it becomes an A/A/B test. Even if your testing works, the data is split out between the doppelgängers (that’s German for “ghostly twin,” or something).On top of this, it’s adding needless complication to managing your account. If you’re labeling up different variants, you might catch one but not the other. If you want to pause ads and replace them with sales or seasonal messaging, you’ve got to make sure y…