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Showing posts from September 6, 2017
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Why Facebook says its ads can reach more people in the US than live there

Facebook may have messed up on its math again. Or maybe not.Facebook claims that its ads can reach more people in the US than the number of people who live in the US. Pivotal Research analyst Brian Wieser picked up on the discrepancy after checking potential audience estimates provided by Facebook’s self-serve ad-buying tool and comparing Facebook’s estimates with estimates calculated last year by the US Census Bureau.According to Wieser’s digging — and confirmed by my own checking of Facebook’s and the US Census Bureau’s numbers — Facebook estimates that its ads (running across Facebook, Instagram and its Audience Network ad network of third-party publishers) can reach 10 million more 18- to 24-year-olds and 15 million more 25- to 34-year-olds in the US than live in the US, per Census data.Obvious question: Why would Facebook tell advertisers it can show their ads to 25 million more people in the US than actually live here? Maybe not-so-obvious answer: It’s not.Comparing apples and a…
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Scale local by thinking vertically: 75 ways to orient a local campaign

One of the most intimidating components of local, grassroots marketing is its variability. Whether you’re a local, regional or national brand, finding the time and budget to build out marketing strategies for everything from 5K events to business associations is an overwhelming task. But there is scalability in verticals that exist within local ecosystems.There is a difference between local engagement that’s simply there and local engagement that grabs attention: a booth with pamphlets at a family event versus a booth with balloons and coloring books. And this form of engagement is much easier to reach when focused on a single local vertical.By focusing on a specific type of event or organization, going local, at scale, can include creative execution, too. And this is when sponsorships grow from tactics to channels.Nissan’s Pride ParadesNissan found that local niche via Pride Parades. Backing 11 such events in 2017, often as the presenting sponsor, Nissan announced these sponsorships …
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RhythmOne buys YuMe for $185 million

Ad exchange RhythmOne announced this week it is buying video ad platform YuMe, creating what the companies said will become a top-ranked marketplace.Started in the UK in 2004 as blinkx and now based in San Francisco, RhythmOne offers a programmaticad exchange, RhythmOneMax, that encompasses desktop and mobile video, rich media, display ads, social and native ads, and various content formats. Its RhythmOneGuard utilizes third-party verification and proprietary filtering to support brand-safe environments. Here’s a sample screen shot:[Read the full article on MarTech Today.]

via Marketing Land
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How to make sure your dealer locator tools are optimized for local SEO

Brands with many distributor locations across the country use dealer locator tools to provide consumers information on how to find their products at local stores.But more often than not, these dealer locator mappers are missing the necessary local SEO optimizations that make their distributor locations appear prominently on search results pages. These brands are missing out on a huge opportunity to drive more visitors to their website, generate more retail traffic at these physical locations, and capture additional revenue as a result.Here are a few simple ways to optimize your dealer locator for local search, to capitalize on this opportunity and quit leaving local money on the table.Create dealer pages with search-friendly navigationWhy do you need to worry about targeting individual dealer location when you’re a big brand?Local branding– Consumers prefer to patronize brands the old-fashioned way: by choosing local locations and stores they know and trust.Effective, geo-targeted con…
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5 steps to creating a more efficient link-building campaign

Link building plays a critical role in SEO today, but despite its importance, many people still approach this component haphazardly. They enthusiastically jump in with both feet, but without a structured process, they fail to achieve the results they could.In the past, I’ve taken both approaches: I’ve run some link-building campaigns with little to no structure, and I’ve run others with enough structure to make German engineers weep with joy.I can tell you from firsthand experience that the latter results in a more efficient campaign every single time. Meanwhile, that efficiency leads to better results for your clients and higher profit margins for you. So today, I’m going to share five steps you can use to make your link-building campaigns more efficient.Start with a planI once had a client who, despite having the best of intentions, reminded me of a squirrel who had just guzzled a double espresso. Each time we would develop a detailed marketing plan working toward his goals, he woul…
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The duopoly dilemma: Is it worth buying digital media beyond Facebook and Google?

Let’s start with the good news. The US internet ad industry grew 21.8 percent (from $59.6 billion to $72.5 billion) last year, according to the Interactive Advertising Bureau. You also may have heard the bad news: Google and Facebook account for almost all of that growth, and when other big names like Amazon, Snapchat and a couple of other big public high-fliers like The Trade Desk and Criteo are taken into consideration, many players in the industry appear to have shrunk from 2015 to 2016.Why did the big players grow and the smaller players shrink? Is that a good thing for the industry in general, a culling of the weak? Or is it a bad thing that results in reducing choice and innovation? And as a buyer, what should you do? Play it safe?Back in the day, there used to be a saying: “Nobody ever got fired for buying IBM” (implying that one should make the safe choice). That simply isn’t true anymore. So let’s look at why the numbers are the way they are and what we should do.1. Growth in…
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Marketing Day: The new attribution challenge, adding chatbots to your arsenal & 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 new attribution challenge: Understanding how marketing and sales work together
Sep 5, 2017 by Shane Murphy
When it comes to attribution, many businesses face a huge disconnect between their sales and marketing teams. Contributor Shane Murphy takes a look at the challenge and how to solve it.Content marketing & SEO: The scalable way to be in the right place at the right time
Sep 5, 2017 by Marcus Miller
Digital marketers agree about the importance of SEO and content marketing, but contributor Marcus Miller says they’re too often kept in completely separate silos. Here’s how to bring them together.Expand your search marketing knowledge with an SMX Workshop
Sep 5, 2017 by Marketing Land
SMX workshops are conducted by the world’s leading subject matter experts in SEO, SEM, social and digital. Choose from one of six amazing options and join …
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Critical tips for navigating difficult client relationships

At some point in your PPC career, it’s nearly guaranteed you’ll have to manage a difficult client. Whether it’s an agency, consultancy or in-house relationship, somebody’s bound to be unhappy. Numerous issues will arise that will test your patience, attitude and self-worth.This article will share a few tips regarding how to navigate the choppy waters of managing difficult clients, and how you can build a successful relationship with them.Tip #1: Demonstrate empathyWhenever a client of mine is being difficult, I try to visualize myself in their situation. Clients exert a ton of pressure on those who execute their PPC programs, but that doesn’t mean they’re immune to pressure being put on them.With difficult clients, I want to ensure I have a full understanding of their context, and I probe for answers to the following questions:How is actual PPC performance vs. the client’s goal? If performance is down, do I truly understand why? Have I fully communicated the “why” to my client, and ha…
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The new attribution challenge: Understanding how marketing and sales work together

Proper attribution is one of the biggest challenges marketers face. I’ve experienced this firsthand in my role as VP of marketing at AdRoll; I’m responsible for reporting on the impact of my team’s marketing efforts and dedicating resources toward the activities that drive the business.Our customers have the same imperative, which is why they invest in assigning credit to the interactions that generate revenue. A CMO Survey found that 73 percent of businesses plan to increase their spending on marketing analytics in the next three years.Measurement is vital, but it’s nearly impossible to show the impact of marketing on the business without a cross-functional view. Marketing and sales teams work together to acquire customers, but many marketers — including me, until recently — use attribution models that ignore this reality. These models can account for a number of customer touch points, but they are only complete when they assess the interplay between marketing and sales.I learned thi…
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Content marketing & SEO: The scalable way to be in the right place at the right time

Content marketing and search engine optimization (SEO) are both titans of modern marketing, yet they’re not spoken about in the same conversation often enough.In this article, I will take a quick look at content marketing and SEO and then detail how you can integrate these two approaches to supercharge your results from each approach.What is content marketing?The Content Marketing Institute defines content marketing as follows:Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.There are a few moving parts here. Typically, content created and promoted will help the reader in some way, and, in some instances, it will be purely for entertainment.Red Bull does a great job with entertaining content marketing by aligning themselves with lots of high-octane sports. A great example is Red Bull Stratos, where Felix Baumgartn…
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10 Free And Useful Google Tools No Blogger Should Ignore

Can you call yourself a content marketing expert?Even if you answer “yes”, there are still lots of ways to enhance your performance.Even if you’re one of the 42% of B2B marketers that claim to be effective at content marketing, you still have a bunch of room for improvement.If you desire to make the most out of your content marketing efforts, you must know what strategies to implement, and most of all, what tools to use.Good keyword research, the perfect social media marketing strategy, and the best search engine optimization skills all can contribute immensely to your success as a content marketing expert.Unfortunately, when it comes to content marketing tools, a lot of the ones often recommended by the experts are very costly, and the average content marketer can’t afford them.Now, here’s the good news: There are a bunch of free tools out there that you can also use to get the same results, and many of them are owned by big G (Google).10 Best Free Content Marketing Tools From Google…
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