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Showing posts from January 25, 2018
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Facebook updates branded content policy to clarify what qualifies as content

Two years after Facebook dropped its branded content restrictions and rolled out a branded content tagging system, the number of organic posts that marketers pay publishers and creators to publish to their own Pages to promote the marketers’ brands has swelled. The number of publishers and creators posting branded content to Facebook each month grew fourfold last year, according to the company.But “branded content” can be a slippery term. In theory, it refers to an article or video that a brand paid a publisher or creator to produce or star in and to distribute to their audience. However, in practice, it can simply be an article or video that a brand paid a publisher or creator to distribute to their audience; it may not even be content but instead a link to a product page on a brand’s e-commerce site, making something that was already closely related to an ad now all too identical to one.To bar publishers, creators and brands from abusing the loose definition of branded content, Face…

How to make the most of LinkedIn’s free Website Demographics

Have you ever wanted to know what kind of professionals are frequenting your website? Now there’s a way to do this, and best of all, it’s free. Let’s back up for a moment to set the scene.One of the greatest things about using LinkedIn’s advertising platform is that you can gain insights about the way that professionals interact with your website and products. You pay dearly for those insights, though, with clicks from LinkedIn Ads averaging between $6 and $9 in most cases.As of the summer of 2017, LinkedIn provides the same professional demographic data on all of your website traffic, and not just traffic you’ve paid for.Here’s what you can expect.What you’ll getFor all of your website traffic that is carrying their LinkedIn cookie, LinkedIn will note the professional aspects of that user. After you’ve received enough combined user data for LinkedIn to feel that it’s not personally identifiable (300 people), you’ll be able to receive reports on your website users’ professional makeup…

How creating relevant experiences can boost your clicks on local search ads

We all know by now that mobile has had a tremendous impact on our lives as consumers and as marketers.What we are still getting our collective heads around is what this change means for us as marketers.Consumers have different expectations of the information they want when they search for “running shoes” at 9am from their desktop at work, versus “running shoes” at 6pm on their iPhone two miles away from a store. We as marketers needs to consider these expectations and deliver uniquely for them.I wanted to take a look at some of the data across various AdWords accounts and understand how search campaigns are performing by desktop and mobile and different distances from the physical store location the search is coming from.The insights align with what you might expect, but probably don’t align with how you are managing your campaigns – yet.How distance impacts CTR, CPC and click percentage in local search advertisingLet’s first start with click-through rate (CTR) by distance. This metri…

Who were the “winners” and “losers” of organic search in 2017?

Earlier this week, Searchmetrics published its fourth annualWinners and Losers Report, which reveals how certain sites fared in organic search visibility on Google.com during 2017.Searchmetrics bases its analysis on a unique indicator known as ‘SEO visibility’, which it uses to measure a webpage’s performance in organic search.This is not the same as organic search ranking, but aims to give an overview of how often a website shows up in search results, based on “search volume and the position of ranking keywords” (as explained in the Searchmetrics FAQ).Using this metric, Searchmetrics calculates the change in websites’ SEO visibility over the course of the year, and sorts the top 100 winners and losers by absolute change in visibility.Last year, we examined the winners and losers in organic search during 2016, and concluded that social media and shopping were the overall “winners”, while online encyclopedias, reference websites and lyrics websites all lost out.How do the results from …

Podcasting in 2018 – A #ShoutersChat Recap

We usually think that writing a blog post is the only way to connect to our audience. Blog posts are amazing, without an iota of doubt, and they can generate a great amount of positive ranking if the content oozes quality. However, you always need to do something different so as to break the monotony of your blog. That is where podcasts come in the picture. A podcast is one such thing that is easy and needs to be considered. Some people like to hear voice notes rather than read a 2000-word article. It also helps you build an emotional connect with your audience.A podcast is a digital audio file which can be downloaded on your computer or your mobile phone. The thing that makes podcasts worthwhile is that it is an incredible tool in terms of building your blog as a brand and gaining the trust of your listeners. It also adds a personal touch and creates an instant connection with your followers.When you write a blog post, you manage to keep your readers glued to your blog for a few minu…

Marketing Day: Super Bowl LII brands, Burger King’s net neutrality ad & Facebook’s CMO retires

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:Will AMP improve your rankings? How to set up an AMP test
Jan 24, 2018 by Stephanie LeVonne
Wondering if AMP is worth the investment? Columnist Stephanie LeVonne walks through how to set up a test to determine what kind of boost, if any, you can expect from implementing AMP across your mobile site.How AI can uncover new insights and drive SEO performance
Jan 24, 2018 by Jim Yu
Columnist Jim Yu believes that by incorporating the power of artificial intelligence (AI) and deep learning, search marketers can move beyond simple observations and find new patterns in user behavior.The Super Bowl LII advertisers ready to play: Returning brands, newcomers & a handful of teaser ads
Jan 24, 2018 by Amy Gesenhues
This year’s Super Bowl will include a mix of debut advertisers, along with long-standing Super Bowl sponsors like Budweiser, Pepsi and Dorito…

Will AMP improve your rankings? How to set up an AMP test

Though Google has repeatedly stated that Accelerated Mobile Pages (AMP) are not a ranking factor, many have speculated that they may soon become one. AMP pages are built for speed — so when you consider Google’s recent announcement that page speed will become a mobile ranking factor later this year, right around the same time the full rollout of the mobile-first index is expected, it certainly seems possible that mobile sites with AMP implemented could soon see a boost in rankings and traffic.Even so, the conversation around convincing clients to implement AMP is often fraught with concern about wasting both time and resources. In fact, many SEOs make the counterargument that why even implement AMP when you could just build lightning-fast mobile pages to begin with?[Read the full article on Search Engine Land.]

via Marketing Land

How AI can uncover new insights and drive SEO performance

In 2015, Google announced that it had added RankBrain to its algorithm, cementing the importance of artificial intelligence (AI) in search. Fast-forward to 2018, and search marketers are starting to use AI, machine learning and deep learning systems to uncover new insights, automate labor-intensive tasks and provide a whole new level of personalization to guide website visitors through their purchase funnel. We have now fully entered the AI revolution.For clarity and for context within this article, I find the following definitions helpful:Artificial intelligence is a broad field, covering a range of machine applications to carry out tasks that typically require human intelligence. Human intelligence encompasses a broad range of behaviors, so it should be no surprise that the umbrella term “artificial intelligence” can be used to categorize natural language processing, chess playing, driverless cars and millions of examples in between.[Read the full article on Search Engine Land.]

via…

A new era of personalization: The hyperconnected customer experience

We are entering a new year in martech where organizational metrics of success will increasingly be aligned with customer success metrics. In today’s age of dynamic digital disruption, consumers are becoming not just more connected, but hyperconnected.The growth of the Internet of Things (IoT) has meant that more and more customers are becoming hyperconnected across multiple devices that can range from desktop to laptops, mobiles and smart devices people use on a daily basis: wearables like Fitbit, the Apple Watch, car navigation and entertainment, and even home appliances.While this brings massive opportunity for marketers to communicate across all areas of the martech stack, it also brings with it challenges in communicating and connecting effectively across a fragmented customer experience.[Read the full article on MarTech Today.]

via Marketing Land

The Super Bowl LII advertisers ready to play: Returning brands, newcomers & a handful of teaser ads

With less than two weeks until the biggest night of the year for advertisers — or what some people call Super Bowl Sunday — multiple brands have released official announcements about their Super Bowl campaigns.The usuals include brands like Budweiser, Bud Light, Michelob ULTRA, Hyundai, Kia and Squarespace. Doritos is returning after taking last year off, this time doing a joint spot with Mountain Dew Ice.In addition to its Budweiser, Bud Light and Michelob ULTRA spots, Anheuser-Busch is buying a Super Bowl ad for its high-end beer brand, Stella Artois. The spot will be a joint 30-second ad with Water.org, featuring Water.org’s co-founder, Matt Damon.Mars candy brand M&M’s is back after a four-year hiatus. WeatherTech, Groupon, Avocados from Mexico and Intuit’s TurboTax will also be returning. Pepsi is not only back, but the brand is recreating its 1992 Super Bowl spot with Cindy Crawford to launch the “Pepsi Generations” global brand campaign.Verizon, Lexus and Toyota have also c…