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Showing posts from August 26, 2017

‘Larger than usual’ ad fraud on exchanges prompts Google to offer advertiser refunds

According to a report in The Wall Street Journal (WSJ), Google is providing refunds to some advertisers that used DoubleClick Bid Manager in conjunction with ads that were placed on sites with fraudulent or invalid traffic:In the past few weeks, Google has informed hundreds of marketers and ad agency partners about the issue with invalid traffic, known in the industry as “ad fraud.” The ads were bought using the company’s DoubleClick Bid Manager.Google’s refunds amount to only a fraction of the total ad spending served to invalid traffic, which has left some advertising executives unsatisfied, the people familiar with the situation said. Google has offered to repay its “platform fee,” which ad buyers said typically ranges from about 7% to 10% of the total ad buy.DoubleClick represents that it offers “industry-leading fraud protection.” While that may be accurate, traffic fraud is a growing problem on programmatic exchanges.A recent report from The&Partnership, m/SIX and Adloox est…

Marketing Day: Influencers vs thought leaders, brand advocates & Spotify’s VP of Growth

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:Proof that no ranking boost for responsive sites exists in 2017
Aug 25, 2017 by Bryson Meunier
There are many good reasons to recommend responsive design to a client or to your company, but achieving better search results isn’t among them, argues columnist Bryson Meunier.5 non-traditional skills to look for in a PPC account manager
Aug 25, 2017 by Todd Saunders
You may not expect an aspiring PPC marketer to know HTML5 or JavaScript, but contributor Todd Saunders argues that these skills — among others — are key to being a stellar staffer and to hiring one.Influencers vs. thought leaders and the rise of image analytics
Aug 25, 2017 by Will McInnes
Influencers and thought leaders aren’t one and the same. Contributor Will McInnes takes a look at how they’ve diverged and why it means marketers today need visual analytics to help measure their brand…

Proof that no ranking boost for responsive sites exists in 2017

Let’s put the mobile configuration debate to bed.For those of you who haven’t been following closely, the industry discussion about mobile design options involves whether it’s better to use responsive web design, adaptive design or separate URLs to achieve better search rankings.Because responsive web design is Google’s stated preference, many SEOs assume that it is always the best choice for SEO. I have onmanyoccasions questioned this assumption, but, for many, the question remains.Google has said that there is no special ranking boost for responsive sites, but explains that responsive is their preference because it’s easier for everyone. Do we believe them? Let’s test the hypothesis that there is no special ranking boost for responsive sites.If there were a special ranking boost, I propose that we would see the following:When we look at the websites that get the most organic traffic from Google search, the majority of them will be responsive.A majority of websites are responsive in …

5 non-traditional skills to look for in a PPC account manager

Hiring a dedicated pay-per-click marketer is tough.Just about every two- and four-year university in North America offers a bachelor’s degree in marketing, and some even offer the opportunity to minor or specialize in digital marketing. But you can’t get a degree in the disciplines that correspond to an actual job — PPC, AdWords, Facebook Ads, online ad design, interactive ad copywriting and so on.So, when you’re looking for new talent, unless you want to do the training yourself, you need to find candidates with prior experience.A quick scroll through LinkedIn or AngelList shows a common thread of agencies and businesses seeking out a “number-driven, passionate, creative and analytical individual with 3+ years of experience managing accounts.”The problem is that any motivated would-be marketing hire will claim to possess these skills. So what makes a candidate stand out?5 skills that differentiate you from the everyday PPC marketerTop-notch PPC (pay-per-click) marketers need a divers…

Influencers vs. thought leaders and the rise of image analytics

Let’s start with a question: Are influencers and thought leaders the same? I’ve found myself thinking about this quite a bit recently, and the easiest answer I can provide is “no.” They’re different — and this wasn’t always the case.Whenever a new medium has emerged, certain people have always risen above the masses with uniquely suited methods and ideas to get the most impact for their efforts in that medium. As the prevalence of technology and social networks grew, we created equally uncreative names to call these new-media unicorns.First were the early adopters, or “adapters” for those who really didn’t get it. Then, we saw the rise of the “mavens” and “gurus.” Currently, we are surrounded by the “thought leaders” and “influencers” — but the titles are no longer interchangeably appropriate.The divergence of influencers and thought leadersThe split between these two — at one time synonymous — online personas developed with the rise and competition of new social sites. These smaller …