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Showing posts from August, 2018

Twitter suggested accounts to unfollow, says it was part of an ‘incredibly’ limited test

Twitter confirmed this week it recently ran a test suggesting accounts to unfollow.The test lasted for only a few days, was applied to a small fraction of users, and has since ended, according to a report by Slate.Twitter would not comment on whether or not any brand accounts, or accounts belonging to high-profile personalities or politicians were included in the test; but, per Slate’s report, one user did receive a suggestion to unfollow ESPN commentator Katie Nolan, whose Twitter account has 420,000 followers.A Twitter spokesperson sent Marketing Land the following statement on the test:We know that people want a relevant Twitter timeline. One way to do this is by unfollowing people they don’t engage with regularly. We ran an incredibly limited test to surface accounts that people were not engaging with to check if they’d like to unfollow them.Twitter has taken an eagle-eye approach to making its timeline more relevant and improving the overall health of the app during the past year…

Page title optimization – the Holy Grail

Page titles are probably the most overlooked aspects of SEO. Crafting a good page title is a must-have skill for anyone aiming for high SERP conversions.Title tags are a major factor in helping search engines understand what your page is about, they also determine the first impression visitors have of your page.It’s important to always optimize your page title as search engines mostly rely on it when ranking because it gives an insight into the content of a page. To excel at SEO & get business online, it is important to play by Google’s rules. In 2017, Google accounted for over 79% of all global desktop search traffic, followed by Bing at 7.27%, Baidu at 6.55% and Yahoo at 5.06%, clearly ranking on Google is essential.Whether you’re looking to improve the SEO of your website, or increase the impact of a content marketing strategy, optimizing page titles is an important step. In this article, we’ll talk about best writing practices for page title optimization.Pay attention to lengt…

The newest Forrester Wave on social listening platforms expresses disappointment in the category

The coverage by social listening tools is expanding beyond social networks, but there are few clear differentiators between vendors and social data is still not extensively utilized across customer companies.Those are some of the main takeaways from the new Forrester Wave quarterly report, “Q3 2018 Global Social Listening Platforms.” (Available as a free download from some of the mentioned vendors, such as Talkwaker or Synthesio, both of which require user registration.)“In our 2016 Forrester Wave evaluation of social listening platforms,” authors Jessica Liu and Arleen Chien write in the newest report, “we acknowledged that the technology had great potential, but its heyday was still to come. We’re still holding our breath in 2018.”[Read the full article on MarTech Today.]The post The newest Forrester Wave on social listening platforms expresses disappointment in the category appeared first on Marketing Land.

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US senator calls on FTC to open new antitrust investigation against Google

Earlier today Senator Orrin Hatch called on the Federal Trade Commission (FTC) to open a new antitrust investigation of Google in a letter to FTC Chairman Joseph Simons. Hatch is the latest legislator to do so.Combined with other events, Hatch’s request suggests that sentiments in legislative and regulatory circles may be turning against Google specifically, and big technology companies in general. Google parent Alphabet has been hit with two multi-billion dollar antitrust fines in Europe in the context of shopping search and its Android agreements with phone makers. These developments have provided additional support to critics who believe Google needs to be investigated.There’s also a sense, in some quarters, that a small number of big technology companies, including Google, wield too much influence over the digital economy. Google, Facebook, Twitter and other technology companies are also seen by many in the Republican party as biased against conservatives, a view voiced frequently…

Marketing Day: New Twitter rules, Google Assistant expands reach, Facebook video ads & 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:Twitter to enforce new rules around issue ads starting September 30
Aug 30, 2018 by Amy Gesenhues
Aiming to rid its platform of bad actors, Twitter has released a new policy for ads that refer to an election or advocate legislative issues.Learn how to navigate Google’s Comparison Shopping Services
Aug 30, 2018 by Digital Marketing Depot
In the European Union, it’s been a tough 12 months for Google. But for every cloud, a silver lining. Mounting pressure (and a record fine from the EU for being anticompetitive) has triggered an unexpected, short-term boon for retailers.There is no reason to manage bids manually
Aug 30, 2018 by Frederick Vallaeys
When it comes to bid management, let the machines do the heavy lifting, advises contributor Frederick Vallaeys. Here’s why it’s best to automate the tedious work humans used to do to calculate CPC.Why fo…

Twitter to enforce new rules around issue ads starting September 30

Twitter announced it will begin enforcing a new policy for US-specific issue ads starting September 30, along with a new certification process for the advertisers promoting such ads. The move is part of the company’s initiative to improve the health of its platform and rid its feed of bad actors looking to influence US political elections.According to the announcement the new policy will apply to ads that refer to an election or a clearly identified candidate; or, ads that advocate for legislative issues of national importance.“Examples of legislative issues of national importance include topics such as abortion, civil rights, climate change, guns, healthcare, immigration, national security, social security, taxes, and trade. These are the top-level issues we are considering under this policy, and we expect this list to evolve over time,” wrote Twitter’s VP of trust and safety, Del Harvey, and the head of revenue products, Bruce Falck.Any advertisers aiming to promote ads related to t…

Learn how to navigate Google’s Comparison Shopping Services

In the European Union, it’s been a tough 12 months for Google. But for every cloud, a silver lining. Mounting pressure (and a record fine from the EU for being anticompetitive) has triggered an unexpected, short-term boon for retailers.Found to favor its own services on the main search results page (SERP), Google responded with lower CPCs – and rebates – to qualified advertisers who use its new Comparison Shopping format.That said, the scheme carries significant risks. Minefields are everywhere.From scarce data issues to rampant bid inflation: retailers should be wary. Join Andreas Reiffen from Crealytics as he explains how to properly set up a Comparison Shopping Services program to avoid these pitfalls and maximize the opportunity given to EU advertisers.Register today for “Google, the EU, and Comparative Shopping Services: Minefields (and Opportunity) Everywhere!” produced by Digital Marketing Depot and sponsored by Crealytics.The post Learn how to navigate Google’s Comparison Shop…

There is no reason to manage bids manually

Bid management is not traditionally thought to be part of a marketing job so why do so many search marketers manage a handful of bids? How did bid management creep into the job description?I believe the task rose out of necessity because when pay-per-click (PPC) took off in the early 2000s, ad platforms spoke a different language than their advertisers. Where AdWords (now Google Ads) wanted advertisers to set a maximum cost per click (CPC), the companies advertisers represented were more concerned with driving visibility, making sales and getting leads.  These were things better defined through a target rank, cost per acquisition (CPA) or return on advertising spend (ROAS).To bridge the disconnect, the people managing the accounts had to do the math to convert business goals into the type of bids Google needed. And that’s why managing bids became a core part of search marketing.Fast forward 18 years and I feel it’s time to stop managing bids manually. In this post, I’ll cover the easi…

Why following SEO trends guarantees SEO budget waste.

Search engine optimization (SEO) can have a strong impact on a business, driving revenue and profits. Other times, it’s frustrating and fruitless and feels like you’re pouring money down the drain.A lot of content has been published on the virtues of SEO and why you should use it, but few have been published on what happens when SEO turns out to be a waste of resources. Let’s look at the pros and cons of investing in SEO, what you can do to work around some issues and when it might be best to cut your losses.No developer means no SEOImportant SEO initiatives, such as an audit, need a developer to take it from being an average audit to a great one.  Without a developer, there is little point in doing an SEO audit unless you want the audit to be very basic. Without developers and/or a budget to hire them, SEO can be put on hold.BudgetsSEO budgets are always an issue. Sometimes only a limited budget is available and, at other times, there may be too much of the budget left over at the e…

A kickback stampede: Why Google’s EU comparison shopping program may carry risk

Cast your mind back to June 2017. The birds sang, the sun shone and Google received a record-breaking fine of €2.4 billion ($2.8 billion).But why, exactly? In a verdict that provoked differing opinions, European Union (EU) regulators ruled when it came to its search results pages, Google favored its own search results over other comparison shopping services (CSS). Comparison shopping services such as Kelkoo or Shopzilla operate by aggregating online retailers’ product offers.Originally the search engine giant limited comparison shopping services to showing text ads only. Following their complaints, however, Google made it technically possible for them to show product ads. But this changed nothing for the CSS providers, as retailers saw no benefit in an additional intermediary. Further pressure followed, culminating in the eye-raising penalty and an antitrust order that Alphabet’s subsidiary do more to even things up.The Shopping platform is big business for Google. Top retailers pump …

IBM Michael Trapani: AI may never understand a great meal, but it understands performance

“How AI will let us be marketers again.”That’s the topic that IBM Global Product Marketing Leader for IBM Watson Michael Trapani will tackle at our MarTech Conference in Boston in early October.Like a good sidekick, artificial intelligence (AI) now and in the future can tackle all the dreary — and impossibly complex — tasks so that marketers can get back to the fun stuff, like creating campaign stories or orchestrating a groundswell of demand for a new product.But, I recently asked Trapani, where are the limits for AI in marketing?[Read the full article on MarTech Today.]The post IBM Michael Trapani: AI may never understand a great meal, but it understands performance appeared first on Marketing Land.

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Google expands Assistant device network, adds polyglot support

Google Assistant devices have an advantage over Echo in international markets. Seeking to capitalize and expand on that, the company is expanding multilingual support and announcing a raft of new partners.Among the laundry list of announcements, users will now be able to switch between languages interchangeably. Google calls this “a first-of-its-kind feature only available on the Assistant.” Announced at European tech trade show IFA, the company says the Assistant will be able to understand “any pair of languages within English, German, French, Spanish, Italian, and Japanese.”Google also announced new third party smart displays and new smart speaker partners. In the latter category are speakers from Bang & Olufsen, Blaupunkt, Harman Kardon, Kygo, Polaroid and others. Google’s own Home Max speaker is also now available in the UK, France and Germany. Smart display makers include JBL and LG, in addition to the existing Lenovo device already in the market. Google is rumored to be read…

Without identity, retailer ad retargeting misses the mark

Are we there yet?”As any parent who has endured a summer road trip with young, easily bored children can attest, there is no question more annoying. Especially after hearing it repeated ten times… within the first half hour.Sound familiar?If you’re a retail marketer, it should. Because as much as you love retargeting, long the KPI darling on most retailers’ media plans, repeatedly sending the same customers the same ads — no matter how far along on their buyer journeys — can really annoy them. It may be enough to drive them away.In a recent survey of US digital shoppers and retailers conducted by Nanigans, 77% of consumers say they receive too many retargeting ads from the same retailer and 88% complain they still receive retargeting ads for products they’ve already bought. Not surprisingly, 57% claim retargeting ads do not persuade them to buy.What is surprising is that most retailers already know this. In this same study, 83% of retail marketers said they believe they would achieve…

Pandora rolls out new Dynamic, Sequential and Short-Form Audio ads

Innovation in audio ad formats doesn’t come around very often. Until now, just about the only variable has been how long they run, with :15s and :30s dominating the audio ad landscape.Today Pandora has changed that.The audio platform unveiled new audio ad capabilities on Tuesday, and it says it’s the first to test them at scale.[Read the full article on MarTech Today.]The post Pandora rolls out new Dynamic, Sequential and Short-Form Audio ads appeared first on Marketing Land.

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4 warning signs AdSense is ruining your contextual advertising strategy

In the dark ages of the SEO era, when bloggers and webmasters were still familiarizing themselves with the process and its functionality, certain tactics and strategies had become industry standards.The era I’m talking about is the one where Google AdSense was heavily built into the foundation of a blogger’s strategy. The “legacy” tactics associated with this approach can still be found in the way modern publishers think about SEO and branding strategy. However, AdSense’s limited customizability can hold back publishers. This needs be addressed and rooted out.Before assuming AdSense is the best monetization partner for you, consider these four warning signs. If you’re guilty of practicing any of these points, it’s time you re-evaluated your monetization partner and strategy.1. You haven’t considered other platformsIt’s no secret that AdSense as a standalone monetization stream isn’t enough to earn substantial revenue. Most solopreneurs that still operate in the “blogosphere” have unde…

Facebook opens up video ad opportunities to more creators as it takes Watch global

Facebook is taking its video hub Watch global, but even bigger news for its video creators: it is now launching Ad Breaks across five markets — the US, UK Ireland, New Zealand and Australia. The company is also rolling out its Creator Studio globally, the video management tool that includes video performance metrics.Monetizing video with 15-second Ad BreaksPages within the designated countries that have 10,000 or more followers and have been able to generate 30,000 one-minute video views in total over the past two months will now be able to monetize their videos with the expanded release of Ad Breaks. In September, Ad Breaks will be extended to 21 more countries, including Argentina, Chile, Ecuador, France, Germany, Spain and Mexico.The in-stream ad unit runs up to 15-seconds long and includes both pre-roll and mid-roll formats, in addition to image ads displayed directly below the video, with publishers and creators earning a share of the ad revenue. Facebook has created an auto-inse…

Marketing Day: Facebook testing headlines, win a ticket to SMX, Instagram fights fake & 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:Facebook is letting 5 publishers test headlines, images, copy in organic posts
Aug 29, 2018 by Amy Gesenhues
The company says it wants to provide publishers with more visibility into how their organic content is performing.Don’t take it from us. Here’s what SMX attendees say!
Aug 29, 2018 by Marketing Land
Attending a conference is an investment. You expect sessions, keynotes and clinics that unearth tactical nuggets you’ll implement to launch or improve your marketing efforts. Search Marketing Expo – SMX® East is an intense, 2-day search marketing deep dive. You’ll learn brand-safe, actionable tactics from leading SEO and SEM experts.This SEO nerd says its OK to ask for links
Aug 29, 2018 by Andrew Dennis
Contributor Andrew Dennis shares recent tweets made by Google public Search Liaison Danny Sullivan and looks at how they’ve helped SEOs get …

Facebook is letting 5 publishers test headlines, images, copy in organic posts

Facebook is running a test with a very limited group of publishers, giving them the ability to test different variations of headlines, images, videos and copy in their Facebook posts to see which perform better.The tool allows publishers to test up to four different versions of an organic post, according to Digiday who first reported the story, and offers interaction data and click through rates in real-time on the each version tested. Right now only five publishers — located both in and outside of the US — have access to the publishing tool.BuzzFeed News, one of the publishers trying it out, told Digiday that the tests have helped validate its assumptions about how to optimize stories on Facebook — but that it hasn’t been a game changer.“This comes as everyone’s traffic on Facebook has gone down a lot, so it’s good to be able to get the most out of our posts, but we’re still getting a lot less,” said BuzzFeed news deputy director, Fran Berkman.A Facebook spokesperson sent Marketing L…

Don’t take it from us. Here’s what SMX attendees say!

Attending a conference is an investment. You expect sessions, keynotes and clinics that unearth tactical nuggets you’ll implement to launch or improve your marketing efforts.Search Marketing Expo – SMX® East is an intense, 2-day search marketing deep dive. You’ll learn brand-safe, actionable tactics from leading SEO and SEM experts. Join us October 24-25 in New York City.Here are just of few of incredible brands that have spoken at SMX over the past 12 years — this year features Bing, Google, Condé Nast, and more!See the complete agenda.Don’t take our word for it…We’ve trained tens of thousands of search marketers, empowering them to advance their careers, improve their campaigns, and to connect with peers in the search community. Here’s what they’ve said about attending SMX:“Lots of great information. I came away with solid action items to implement on our site that will improve our search ranks. It was invaluable to our business!” – Amy O’Brien, Yankee Publishing Inc.“It was a well …

This SEO nerd says its OK to ask for links

I feel invigorated.  For the first time in what seems like a long time, a Google representative provided some clear and constructive communication regarding links!I’m putting on my SEO nerd hat and want to dive into why this tweet excited me and give more context around the conversation.Google’s public search liaisonDanny Sullivan was the Chief Content Officer at Third Door Media and co-founded Search Engine Land in 2007.  He retired from Third Door Media in 2017 and three months later, accepted a position with Google to be their public Search Liaison.  The position was created with the goal of helping Google and search engine optimization specialists (SEOs) better understand one another.I feel this is a much-needed role and Danny has been doing a great job. Danny is uniquely qualified for the liaison position since he’s been on all sides of the discussion — as a citizen; as an SEO, content specialist and journalist; and now as a Google search representative. In fact, he used to be th…

Are social platforms finally growing a conscience?

I’d imagine Facebook now looks back fondly on 2016, when their greatest PR disaster involved reporting incorrect video metrics. This year, by contrast, has seen them plagued by negative headlines and thrown into the spotlight of not just the media industry, but the whole world.Allegations of foreign interference in elections, massive data breaches, concerns about content on the platform and its impact on people’s mental health barely scratch the surface of growing public concern around social platforms. Major players now have no choice but to stand up and take action.Here, we look at efforts made across Facebook, Instagram, Twitter and Snapchat to address several widespread issues that are impacting all users of social media today, including marketers seeking positive environments in which to connect with customers and prospects.PrivacyData privacy isn’t a new concept, but the scandal surrounding Cambridge Analytica illegally obtaining data on millions of Facebook users without their …