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Showing posts from October 27, 2017
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Facebook will show all the ads a Page is running & archive US federal election ads

Twitter isn’t the only social network making its ads more transparent in the wake of the Russian election ads controversy.Facebook will begin displaying all the ads that brands are currently running across the company’s properties on their Facebook Pages, the company announced on Friday.Next month, Facebook will add a “View Ads” tab to Pages to show all currently running campaigns, including those running on Facebook, Instagram, Messenger and Facebook’s Audience Network ad network of third-party sites and apps. The company will first test the program in Canada and plans to extend it to the US sometime next summer, as well as to all other countries worldwide.“All Pages will be part of this effort, and we will require that all ads be associated with a Page as part of the ad creation process,” according to a Facebook blog post published on Friday announcing the change.Once the test hits the US, Facebook expects to also show any past federal election-related ads that a Page ran. These ads…

Customer reviews: The not-so-secret SEO tactic

No matter what industry you’re in or what your business does, you want to be as close as possible to the top of a search engine results page (SERP).And of course, SEO is what gets you there, taking into consideration more than 200 ranking signals, such as the quality of your content, backlinks, mobile optimization, and keywords.While these traditional SEO tactics have dominated strategies since the formation of Google, customer reviews are another ranking signal hot on their heels, now making up 7% of Moz’s localized organic ranking factors. Reviews provide search marketers with a huge opportunity to go above and beyond. But how do they enhance SEO?You could say that customer reviews piggyback on one of the most important ranking factors: the ‘freshness’ of your website content.By providing your business with a continuous supply of fresh, unique user-generated content (UGC), webcrawlers know your site is active, driving your website listing higher, achieving Google organic stars, and …

Marketers plan to test out Facebook Stories because why not

Facebook Stories could be a serious opportunity for brands. Don’t laugh; marketers aren’t.Facebook’s copy of Instagram’s clone of Snapchat’s popular feature has failed to take off among regular users. Now the social network is opening up Stories to Pages in hopes that someone — anyone — uses its version of the ephemeral photo-and-video format. And brands actually might. At least at first. If only out of curiosity.“We are seeing it as a test. It’s proven itself to not be an inherent behavior for regular people on the platform, so we don’t want to go all-in and commit to a Facebook Stories strategy in the way we have for Instagram. However if only two other people [are posting Stories] in the feed, that presents the potential to drive an outsized impact if you’re doing cross-posting of a Story,” said Mike Dossett, associate director of digital strategy at RPA.Inexpensive experimentationBrands are likely to try out Stories because there’s little reason not to. “There’s no cost,” said MEC…

Amex and Acxiom create a prediction engine based on purchase data

American Express (Amex) tracks about a trillion dollars in annual spending. This week, it is announcing a new effort with data service Acxiom — called Predictive Intent Segments — to use that spending data to predict which individuals are likely to buy certain products.Let’s say you’re a bike manufacturer that wants “to find households in America most likely to buy a bike,” Amex Advance VP and GM Marc Ginsberg suggested to me.First, Amex will find personally identified individuals with American Express cards who have actually bought a bike recently.Then, using the personal identification, it appends the record with additional data that Acxiom has in its database about that particular buyer.  Acxiom might have, for instance, recent purchases by the individual using other forms of payment at commerce sites, physical athletic stores and baseball stadiums, and it matches that additional data through the person’s name, address and other personal info.[Read the full article on MarTech Today…

Protagonist adds action tools to its narrative analytics for brands

In April, San Francisco-based Protagonist launched an AI-powered platform that looked at online articles and comments to find the “underlying beliefs and motivations of consumers.”These messaging narratives were then made available to inform a client brand’s marketing strategy. Protagonist defines narratives as “deeply held beliefs that drive human behavior.”The company’s technology was originally employed for initiatives from the White House and the National Security Council, like finding narratives driving terrorism. It was adapted by Protagonist to find insights in social media, magazines and newspapers, blogs and other sources of online opinion and conversation. Protagonist staff specialists then developed those insights into brand narratives for such clients as Microsoft, General Mills, Warner Brothers, Wells Fargo and Starbucks.This week, Protagonist is moving beyond identifying brand narratives by adding tools that enable action.“Before we gave them a map,” CEO Doug Randall tol…

How to identify the best publishers to help you achieve your business goals

Building enduring relationships with the right publishers is fundamental to running a successful affiliate program. To determine who the “right” publishers are, you need to (a) understand your business objectives; and (b) have the data that allows you to understand which publishers are likely to help you achieve those objectives.Here, I’m going to walk you through the process of identifying the right publishers for your brand, using examples based on our company data to demonstrate that the right affiliate partnerships — in combination with your other marketing activities — can help you achieve your business goals, whatever they may be.1. Identify KPIs for your business objectivesAffiliate marketing is often associated with driving immediate sales. However, the truth is, you can configure your affiliate marketing activity in different ways based on what you’re trying to achieve.It sounds simple, but understanding what you’re trying to achieve first, rather than thinking “we need to ru…

Infutor launches a propensity marketplace of consumers interested in buying cars

Founded in 2003, Infutor has built a massive repository of several hundred million identified profiles for US consumers.These consumer identities contain names, addresses, phone numbers and email addresses of those individuals, along with attributes added from mostly public sources — such as car and home ownership or if a person has recently moved. The company then makes these profiles available for targeted advertising, email or other marketing efforts by credit bureaus, Fortune 500 retailers, marketing agencies and risk/fraud assessors.This week, the Oakbrook Terrace, Illinois-based company is launching an Auto In-Market marketplace drawn from those profiles, to predictively score the likelihood that the 190 million car owners in its database would be receptive to buying a new car.Infutor said this auto marketplace is the first of several industry- or product-focused propensity-scoring marketplaces that it intends to launch. The next one might focus on real estate, VP of Product Man…

An in-depth guide to Google ranking factors

InSEO, Google’s ranking factors are the stuff of legend.There are rumored to be more than 200 signals which inform Google’s rankings (although this statistic originated in 2006, so it’s probably safe to say things have changed a bit since then), and the exact factors which make up this list, as well as their order of importance, is the subject of perennial debate.While we at Search Engine Watch can by no means lay claim to a complete list of Google ranking factors (and anyone who says they can is lying to you – yes, even if they’re from Google, probably), we’ve delved into the subject a fair bit.Last year our intrepid editor Christopher Ratcliff wrote a ten-part series examining a number of important Google ranking factors in detail. This guide will summarize the key insights from that series for your referencing convenience, with links to the full explanations of each ranking factor.From content freshness to content quality, internal links to backlinks, we’ve covered off the major po…

Deloitte predicts e-commerce will outperform in-store spending this holiday season

After surveying more than 5,000 US consumers, Deloitte’s 2017 Holiday Retail Survey found, for the first time ever, that people plan to spend a majority of their holiday budget online.The prediction is based on the survey question asking participants, “What percentage of your total holiday budget do you expect to spend: online via a desktop or laptop, online via a smartphone, online via a tablet, in-store, catalogs or direct mail, or other?”While the survey takes an odd route to get to this number, the findings showed that 36 percent of holiday budgets will be spent on a desktop or laptop, 10 percent on a smartphone, and 5 percent on a tablet — making up the 51 percent of holiday dollars participants expect to spend online.What percentage of your total holiday budget do you expect to spend via the following purchasing methods?According to the survey findings, online shopping is outperforming the in-store shopping experience in five key areas, the biggest benefit being the ease of sear…

Best Instagram Scheduler Tools To Manage And Boost Engagement

In one of Instagram’s blog posts, they referred to Instagram as a place where “people turn their passions into purchase”.If this is true, then every business person, blogger, podcaster, writer, programmer, and freelancer should have an Instagram account if they want to turn followers into loyal customers.The blog post also reveals that 60% of Instagram users learn about a product or service through the platform. So I’m not surprised that I made my first sale on Instagram a few years ago when I started an online jewelry store.This is why Instagram is my favorite social network.The Best Instagram Scheduling ToolsWhat I’m not crazy about is the time and effort it takes to regularly fill Instagram with content. Not just any content, mind you, but visually stunning images that will make your followers tap twice.This was when scheduling Instagram posts became my obsession. I spent hours looking for a way to keep my Instagram feed constantly updated with the least possible effort.That’s when…

Marketing Day: B2B developer marketing, Twitter’s brand strategy director & 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:SEO Ranking Factors in 2017: What’s Important and What’s Not
Oct 26, 2017 by Jessica Thompson What are the most crucial search engine ranking factors these days? Panelists at SMX East discussed their findings and provided practical advice for putting this data into action.5 ways to sell more this holiday season with Google’s updates to shopping ads
Oct 26, 2017 by Frederick Vallaeys Contributor Frederick Vallaeys shares techniques to get the most out of your product listing ads by employing both new and often-overlooked features.B2B developer marketing? It’s complicated.
Oct 26, 2017 by Josh Aberant Columnist Josh Aberant has practical advice for navigating when your target audience extends beyond the people crafting code.Let customers drive email’s cadence
Oct 26, 2017 by Len Shneyder Don’t annoy your subscribers with email overload. Columnist…

SEO Ranking Factors in 2017: What’s Important and What’s Not

As technology advances, search engines can refine their ranking algorithms to better determine relevance and return results that better align with searcher intent.Because these ranking algorithms are constantly being improved and refined, search engine ranking factors are always evolving. Factors that might once have had a huge impact on search rankings may no longer matter all that much, and new ranking factors (such as mobile-friendliness or HTTPS) can emerge to reflect changing technologies and user behaviors.So, what are the most important ranking factors today, in 2017? A panel at SMX East, “SEO Ranking Factors in 2017: What’s Important and What’s Not,” sought to answer that question. This panel featured data from large-scale studies performed by SEMrush and Searchmetrics, as well as case studies and practical advice for adapting your SEO strategies to current realities.[Read the full article on Search Engine Land.]

via Marketing Land

5 ways to sell more this holiday season with Google’s updates to shopping ads

With the biggest e-commerce days of the year just around the corner, it’s not too late to take advantage of some of Google’s newest ways to help you sell more stuff online.Attract users earlier in the buying process with showcase adsFor consumers who are further along the path to an online purchase, Google is good for finding the best price and doing more in-depth research, but it traditionally hasn’t been the best place to help consumers make choices earlier in their decision process.But with Showcase Shopping ads, Google is delivering a better discovery process for these shoppers. This ad format was introduced in limited beta in 2016 and is now available to every retailer. The idea behind it is that it allows advertisers to use a mix of lifestyle images and products to showcase its brand for generic e-commerce searches where ads for specific products wouldn’t be relevant.[Read the full article on Search Engine Land.]

via Marketing Land

B2B developer marketing? It’s complicated.

We’ve covered a lot of ground thus far in terms of how to market to developers, from how to deploy content marketing to the importance of not making assumptions about them on the basis of the developers you may happen to know.I’ve got a pretty vital word of advice to add to all of that: When you’re marketing to developers, never forget the fact you’re not just marketing to developers.Who are you really selling to? Code or software design isn’t ever standalone. It’s part of something bigger: a product, whether it’s an app or an enterprise platform.Beyond that, you may have to consider your potential customer’s product as being part of something even larger: the company that’s bringing it to market, or a developer ecosystem or user community built around it.So developers aren’t your sole audience. There are others who’ll have a voice in the purchase process, and you need to figure out who they are — and how to engage them, too.[Read the full article on MarTech Today.]

via Marketing Land…