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Showing posts from December 12, 2017

How on-site search can drive holiday revenue & help e-commerce sites compete against major retailers

This holiday season is set to break a new record, with online sales reaching beyond $100 billion, according to Adobe’s recent predictions. Following Black Friday and Cyber Monday outcomes, most of that revenue will be divided among Amazon and a handful of large-scale e-commerce sites, including Walmart, Target and Best Buy.With so many dollars at stake, there is still a sizeable amount of market share available for smaller online retailers. But what can e-commerce sites do to compete with the likes of Amazon or Walmart?An optimized on-site search platform could very well be the answer to capturing more conversions and driving more sales during the holidays. Unfortunately, many e-commerce sites may be missing the boat by not paying enough attention to their on-site search efforts.How on-site search impacts revenueAccording to SLI Systems, which offers an AI-powered e-commerce solution, visitors who use on-site search make purchases at a 2.7x greater rate than website visitors who only …

3 important search engines to leverage for content marketing

When we talk about search engine optimization, most people think of Google. However, when we think of it from a content marketing perspective, there are three search engines. Content comes in many forms — written, audio, image and video — and because of this, we need to think about and optimize for multiple search engines.What are the three search engines for content marketers?GoogleYouTubePinterestAdvanced Google optimization strategiesWe all know Google is vital to SEO and content marketing. Every blog post or website page that’s created should be fully optimized so that it’s easier for it to be crawled, indexed and ranked. The easier we make it for Google, the more traffic we hopefully get to the content.Google’s search engine has multiple parts. Are you optimizing for Google Image search? Any image or video you include on your website, in a blog post or on YouTube (video only) can be indexed by Google and returned in the image- or video-specific search results. Videos also often a…

Why brand marketers often win the battle but lose the war

I recently received an email from an ad tech company with exciting news about TrueView — those minimum five-second pre-rolls you see before watching a video on YouTube:“We officially launched our self serve AI for DBM TrueView a couple weeks ago . . . All of our clients are currently seeing a 50-70% increase in performance and are able to manage ~25x more campaigns.”I’ve struggled to make YouTube work for our clients from an ROI perspective, so “a 50-70% increase in performance” got my attention. I scheduled a call.The salesman explained that clients were seeing dramatic reductions in their “Cost Per View,” or CPV, on YouTube after using this technology, and he gave me an example where a client went from a $.08 CPV down to a $.04 CPV — as promised, a 50 percent improvement.I then asked the logical question that any performance marketer would pose: How does a CPV reduction result in more ROI for the client? The salesman paused and then said, “Our clients are brands and brand agencies —…

DeepIntent decides to take on the Russian ad army

If you’re a Russian disinformation agent planning to disrupt next year’s federal election with fake political ads, at least one demand-side platform (DSP) is suiting up to stop you.DeepIntent is launching this week a private beta of a new feature called Verified Ads that checks whether submitted political ads originate from a genuine, US-based advertiser.The New York City-based company says that, to its knowledge, this is the first verification layer by a DSP to weed out ads by foreign or other mysterious actors, although other kinds of ad quality filtering is increasingly common among ad tech providers. Founded last year, DeepIntent says ads handled by its platform appear on the sites of such publishers as The New York Times, Fox News and CNN.[Read the full article on MarTech Today.]

via Marketing Land

AdWords advertisers can use phone numbers & addresses for Google Customer Match targeting

Google has added more ways for businesses to target their known customers with AdWords campaigns. As of this month, advertisers can upload phone numbers and mailing addresses for Customer Match retargeting and similar audiences.Launched in 2015, Customer Match lets marketers upload lists of customers or other proprietary lists —  newsletter subscribers, for example — into Google AdWords to target (or exclude) search and display ads to those users. Until now, Customer Match only supported email list uploads.As with email data, Google attempts to match phone number and mailing address information with user-provided data in Google accounts.Hashed email addresses and phone numbers are matched up with Google’s own hashed strings to find matches. The matches are then added to marketers’ Customer Match lists.For mailing address matching, Google says it “joins hashed name and address data for Google accounts to construct a matching key. After you’ve uploaded your list with hashed customer nam…

The Google AdWords training courses you need ASAP

Much as Google has become synonymous with the Internet, AdWords has become synonymous with marketing.The search engine giant’s advertising platform is, without a doubt, one of the most integral parts of any online advertising campaign. In fact, for every $1 spent on digital advertising, 42 cents goes to an AdWords campaign.That being said, regardless of whether you’re a first-time AdWords user or a seasoned online marketer, getting the right training—and certification—can make or break your online advertising efforts.So if you want to be fully trained in how to use AdWords to its best effect, here are the courses you need ASAP.Google’s Academy for AdsWhere better to start learning about AdWords than from its creator? When you join Google Partners, which you’ll need to do if you want to get your AdWords Certification, you gain access to libraries of free AdWords training modules with Google’s “Academy for Ads.”There are several learning paths you can follow, each focused on a different…

Best WordPress Podcast Plugins – 7 Best Podcasting Plugins Compared

Did you know that in America alone, 67 million people listen to podcasts on a monthly basis? Would you also believe when I say this number was half of what it is now in 2013? Clearly, it is a spectacular growth in terms of user base. Additionally, podcast advertising revenues grew by as much as 70% each year between 2015 and 2017.With those numbers, it would be safe to say that podcasting is a massive growth industry right now in terms of both audience and revenue.But if you’re thinking of creating a podcast, you will need a website to help promote it. As is usually the case, WordPress is a great option to make a podcast website – but you’re going to need the right WordPress podcast plugin for a list of things, like:Publishing your podcast feedsCreating a user friendly playerViewing the download statisticsTo help you out, I have looked into some of the best WordPress podcast plugins in this post.Best WordPress Podcast Plugins For 20181. Blubrry PowerPressBlubrry PowerPress is the most…

Google’s new custom intent audiences and you

In mid-November, pre-empting the hellish holiday shopping season, Google unveiled a slew of new features designed to help advertisers maximize their AdWords budgets. While promotion extensions and ad variations are neat and all, the thing I’m most stoked about is the new custom intent audiences feature on Google Display Network (GDN).If you haven’t checked out Ginny Marvin’s quick summary of what they are (linked above), here’s the gist: Custom intent audiences offer advertisers the opportunity to use the GDN to find “people who want to buy the specific products you offer — based on data from your campaigns, website and YouTube channel.” They come in two distinct flavors:Create-your-own. Like a trip to your favorite pizza chain (but for the GDN), you can mash topics and URLs together like mushrooms and pepperoni in order to target net-new prospects who are probably into your product or service.[Read the full article on Search Engine Land.]

via Marketing Land

How to increase database integrity to crush your 2018 targets

Planning, budgeting and target-setting for 2018 are in full swing. I’ve been comparing notes with B2B marketing executives about their keys to hitting or missing their 2018 growth targets. A surprising make-or-break topic bubbled up in the conversations: data.We know prospect, customer and account data is essential fuel for sales and marketing demand, pipeline and revenue effort. However, marketing execs are becoming increasingly frustrated with the amount of bad data wreaking havoc on our ability to execute. To amplify the point, a mere 6.6 percent of B2B marketers believe their data is complete and up-to-date, according to the 2017 “State of Pipeline Marketing” report produced by B2B companies Heinz Marketing, LinkedIn, Bizible, Uberflip and Radius.For perspective, just a decade ago, we B2B marketers were starving for any kind of marketing data. We pored over customer data to better understand what our prospects, customers and partners needed and desired.[Read the full article on Ma…

Marketing Day: Twitter view counts, holiday marketing tips & Google Manufacturer Center

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:Twitter will now display view counts for all videos, including ads
Dec 11, 2017 by Tim Peterson
For videos that brands post organically and also run as ads, Twitter will show the combined organic and paid view counts.Knowing your audience better is your competitive advantage: A case study
Dec 11, 2017 by Kristopher Jones
Sometimes, the key to increasing ROI is not to expand your targeting, but to refine it. Columnist Kristopher Jones shares a case study where hyper-targeted advertising based on detailed customer personas produced award-winning results.Ideation inspiration: 5 ways to brainstorm great ideas for blog content
Dec 11, 2017 by Megan Krause
Does it seem that your creative well has run dry? Columnist Megan Krause shares tips and tools to help get the wheels turning and generate fresh ideas for your blog content.Holiday marketing tips f…

Twitter will now display view counts for all videos, including ads

Twitter has joined YouTube, Facebook and Instagram in publicly displaying how many views each video on its platform has received, the company announced on Monday. These view counts will appear on both organic videos and video ads, though not pre-roll ads, according to a Twitter spokesperson.We’re adding view counts to videos on Twitter!— Twitter Video (@TwitterVideo) December 11, 2017Public view counts are often used to compare a video’s performance on one platform versus another and as proxies to evaluate the platforms’ respective video audiences. For example, Facebook began publicly displaying videos’ view counts in 2014, and as brands and publishers saw videos receiving millions of views, they increased the number of videos and video ads they ran on the social network. Twitter likely hopes to see a similar trend in the wake of today’s news, assuming its view counts compare favorably.How Twitter counts viewsSince these view counts will likely be use…