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Showing posts from August 24, 2017
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Facebook culls 17 types of posts that Pages can no longer boost as ads

Facebook is curtailing the types of organic posts that Pages can convert into ads as it looks to make the purpose of its ads more precise, the company announced on Thursday.Up until now, brands have been able to take any post published to their Pages and amplify its reach by paying Facebook to run it as an ad in people’s news feeds. That won’t be the case for much longer as Facebook continues to orient its ad product around delivering actual business results, as opposed to simple social engagement, which was something that COO Sheryl Sandberg emphasized repeatedly during the company’s most recent earnings call.“We want businesses to utilize Facebook ad products that give them the best opportunity to achieve their business goals, and removing these inessential boosting options will reduce complexity and help them find the right products to get the best results,” said Facebook product manager Jyotika Prasad in an emailed statement.As of September 15, Page owners will no longer be able t…

Report: More than 50% of digital media time now spent within five mobile apps

The popular narrative around the rise of the mobile web and smartphone apps has been one of increasing audience fragmentation. But the opposite may actually be happening — concentration and consolidation.More digital media time is concentrated in smartphone apps than on the mobile web or PC. And most of that time is spent in a small number of apps, led by Facebook. Users are also downloading fewer new apps, so it’s getting harder to break through. Earlier today, comScore published its 2017 US Mobile App Report detailing these trends.Digital media time spent with the desktop stands at 34 percent, with smartphone apps at 50 percent. Tablet and mobile web represent the remaining 16 percent. And though it sees dramatically lower engagement, the mobile web has roughly 2x the reach of mobile apps.Above is the breakdown of digital time spent by age category. Those in the 18–24 age group spend the least time with the desktop, while those in the 65+ category spend the most. This data and other…

How to use APIs to increase offline conversions

When more than two-thirds of the average customer journey takes place online, many marketers understandably concentrate their efforts on digital campaigns. Online, you’re able to track views, click-throughs and other conversion metrics using advanced analytics solutions. And though these insights paint a pretty rich picture of engagement, there is a growing blind spot in your data: what happens offline.When phone calls convert five times more leads than web forms, you can’t afford to let offline conversations go untracked. This white paper from Twilio shows you how you can use APIs to create a closed-loop reporting platform that can easily adapt and scale to bridge the online and offline worlds, giving you end-to-end control over the entire customer journey.Visit Digital Marketing Depot to download “The Marketer’s Guide to APIs: Increasing Offline Conversions with Tracking and Analytics.”

via Marketing Land

Snapchat lets advertisers control the types of content their ads appear next to

Snapchat is giving advertisers new controls over where exactly their ads appear within the mobile app to avoid experiencing its own version of YouTube’s “adpocalypse.”Now, brands buying Snapchat’s vertical video Snap Ads through its self-serve ad-buying tool or advertising API can choose to have their ads only run between regular people’s Stories or only within the Stories and Shows produced by Snapchat and media companies working with Snapchat, as Adweek reported today. Additionally, brands can now opt to exclude their ads from appearing adjacent to certain types of content, which can help to maintain contextual relevance and/or to avoid any brand-safety issues.Previously, advertisers using Snapchat’s self-serve Snap Ad Manager or ad API could not cherry-pick placements for their Snap Ads, which can be slotted between users’ Stories, as well as within Snapchat-curated Our Stories, publisher-produced Publisher Stories and the growing roster of original Shows that Snap has rolled out f…

Narrativ marries affiliate links with real-time auctions

The basic model for affiliate links is fairly straightforward.Inside or near an article, a link allows a reader to buy a related product. An article about the best new digital cameras, for instance, might contain a link — perhaps with an image — to buy a specific Casio camera mentioned in the story.If a reader clicks that link and makes the purchase, the publisher of the story gets a commission. Otherwise, the publisher gets nothing.New York City-based startup Narrativ is now updating that model, by turning affiliate links into programmatically bidded ads. CEO Shirley Chen told me that her company is “the first to apply programmatic bidding to in-content product links.”When the page is loaded, the links to product sales on that page are made available for programmatic bidding through Narrativ’s own real-time exchange. The real-time auction can also be conducted when the link is clicked, depending on the publisher’s choice.The product, such as a Casio camera, might be sold through mult…

WorkSpan launches a platform for joint marketing campaigns

Businesses have used portals and other online tools to communicate with their channel partners almost since the internet began.But this week a Redwood City, California-based startup is launching into general availability a new way for marketers from multiple businesses to collaborate. It describes its new platform — which just received a Series A funding round of $9 million — as the first designed specifically for joint marketing campaigns.WorkSpan, founded in 2015, says Marketing Networks can plan, build, coordinate and fund joint marketing campaigns through its platform for campaigns directed at other businesses or at consumers.Execution — like running ads or managing an email campaign — is handled by external tools. At the moment, WorkSpan is integrated with Marketo, Salesforce, Eloqua, Google AdWords and Facebook, and other integrations are in the works.A typical use case, CEO and founder Mayank Bawa told me, might be an effort by a bank to promote a custom credit card with a reta…

5 steps to grow your app user base, lifted from the Uber playbook

In the early days of Uber, and even still today, there was criticism about the seemingly obscene valuation of the company. But you know what? Amid all its difficulties, Uber has done at least one thing right, and we have the back-of-the-napkin sketch to prove it.David Sacks, former PayPal COO and a seasoned tech investor, tweeted a photo of a simple sketch of the feedback loop that drives Uber’s network and leads to accelerated growth over time.Uber's virtuous cycle. Geographic density is the new network effect. http://pic.twitter.com/NpmUnZgVfH— David Sacks (@DavidSacks) June 7, 2014 Uber is a two-sided marketplace in which more demand for transportation leads to an increase in drivers willing to offer their services, which leads to better coverage, quality of service and prices, in turn fueling more demand for Uber. It’s a self-perpetuating growth cycle, and such cycles aren’t exclusively available to the transportation industry.App marketers can use this same line of thinking t…

Retailers: The high cost of holiday packages going undelivered

Did you hear the story about the dog biscuits that spent a month and nearly 2,500 miles bouncing around the country in search of their owner?When the treats’ sender in St. Louis made a small error in the ZIP code of the package, intended for her son in Santa Monica, it threw the US Postal Service into total disarray. With just a single digit off, the holiday gift went to Mountain View instead. But, with the post office’s internal system unable to recognize the intended address, and customer service at the busiest time of year, the package was sent back, and vice versa, for weeks on end. By the time the gift was received, it was likely nothing but crumbs.It is called, in postal terms, UAA — undeliverable as addressed — and, with the USPS handling 750 million packages during the holiday season, it’s a stark reminder that, to avoid disappointment, loved ones and mail order retailers alike need to ensure the accuracy of the addresses they use. Every year, the cost of redelivery is estimat…

2017’s holiday e-commerce sales projected to grow 10% over last year’s holiday season

Based on nine years of aggregate data from mid-sized and large online retailers, NetElixir forecasts this year’s holiday e-commerce sales will see a 10 percent year-over-year growth rate.The retail search marketing agency’s projected 10 percent increase is a slight drop compared to last year’s growth rate of 11 percent.In a news release announcing its 2017 Holiday Forecasts report, NetElixir listed three specific reasons holiday e-commerce growth is slowing down: Amazon’s growing user base along with Prime Day shopping; lower price-points online; and, a general drop in online sales as more retail stores close.“This year, we have seen an overall sales slowdown and retail drop with more store closings,” claims NetElixir in its news release, “We compared this year’s revenues, orders and average order value (AOV) for our clients to last year’s. We saw a significant drop for all of these with revenues down ten percent, orders down nine percent and AOV down one percent.”NetElixir also predi…

5 remarketing strategies to prep for Q4

Remarketing is always one of the most powerful tools in an ecommerce marketer’s belt, but it takes on added importance in Q4.With the holidays fast approaching, you can do a good amount of prep work now to put yourself in a great position to capitalize on the holiday rush. I’ve outlined my five favorite remarketing strategies below.1. Dynamic product ads (Facebook & Google)If you’re an ecommerce company with a significant number of products and you aren’t remarketing with dynamic product ads, you are making a big mistake.Over and over in our accounts, DPAs have proven to be among the more successful ecommerce remarketing ad types. These ads basically show and remind users of products they have seen on your site, along with similar products they may be interested in.If you haven’t set these up yet, make sure to prioritize this initiative, as feeds can get technical and should be addressed before you’re crunched for time.2. Audience creation by depthAn amateur mistake of those launc…

Save 15% on WP AdvancedAds Ad management Plugin

When you are starting out as a blogger, you can use any free ad management plugins to run ads from AdSense, Media.net, direct ads or even affiliate ads. Once you graduate from a beginner to intermediate or pro blogging, you realize that there is more money when you are showing targeted ads based on posts, categories, tags and other parameters.Just by changing the way you show and target advertisements on your blog, you can grow your earning by a greater extent. Not to forget, if you are using AMP on your blog, you need to ensure that ads are showing on AMP pages.After carefully vetting a lot of options, I have started using WP Advanced ads pro plugin almost eight months back. Instead of showing same ads on all the pages, I have started showing ads based on categories and tags.This tweak has improved our CTR from 0.25% to 1.22% which is more than 4X of what I was getting before. More CTR also started giving more revenue, and this is one of the factors that really help you to start maki…

Marketing Day: Facebook adds publishers’ logos, IAB’s Podcast Playbook & 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:The one martech metric that really matters: Customer lifetime value
Aug 23, 2017 by Kevin Bobowski
In a noisy, hyper-competitive market, how do you stay ahead of your rivals? Contributor Kevin Bobowski explains why customer lifetime value and building a customer-obsessed organization are essential.10 tips for choosing the perfect domain
Aug 23, 2017 by Ryan Shelley
When it comes to choosing a domain name for your business, you’ve got more choices than ever. Columnist Ryan Shelley provides suggestions for narrowing it down.Load time, static site generators & SEO: How we lowered our own site’s load time by 74%
Aug 23, 2017 by Chris Liversidge
Google’s upcoming transition to mobile-first indexing, combined with its raised expectation of mobile site performance, should convince site owners to consider static site generation. Contributor Chris L…

The one martech metric that really matters: Customer lifetime value

What is your company’s competitive advantage?It’s a simple question but a difficult one to answer. And it’s getting more difficult to answer by the day. Building a competitive advantage in today’s hypercompetitive world is elusive.Traditional sources of a competitive advantage are no longer sustainable or relevant. Lower prices are easily replicated in real time. Distribution has become democratized. Fast followers eat away at unique technical advantages in days, weeks and months.Size and mass are a path to a sustainable competitive advantage. Yet even mass is eroding as a competitive advantage.Digital disruption is happening to all companies, big and small. Even the global giants in the consumer packaged goods (CPG) space face challenges from upstart competitors. Direct to consumers (D2C) companies — a whole new wave of businesses — are emerging as big disrupters in the CPG sector.Digital disruption is here is stay and is only acceleratingLet’s face it. Digital disruption is here to …

10 tips for choosing the perfect domain

Your domain name and URL play a big role when it comes to search. Not only is this the destination where your visitors will find you and your content, but the domain you choose also can and does impact your search visibility. While there are more domain options than ever before, there are still some best practices you should adhere to if you want to see optimal results.As of our publishing date in August 2017, ICANN recognizes 1,547 top-level domains (TLDs). While this means you have more choices than ever before, it doesn’t make choosing a domain any easier. To ensure you get the right domain for your business, consider these 10 tips.1. Start with keywordsBefore logging into to your favorite domain registrar, take some time to brainstorm a few ideas. It can be helpful to have three to five keywords in mind when doing this exercise. These words and phrases should clearly define what you do (or want to do). Mix and mash them together and see what looks right and makes sense. Don’t for…