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Showing posts from March 14, 2018
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5 advanced Google AdWords features to enhance your PPC

Google AdWords is a highly effective marketing channel for brands to engage with customers.The auction-based pay-per-click (PPC) model has revolutionized the advertising industry, but beneath the seductive simplicity of this input-output relationship lies a highly sophisticated technology.Within this article, we round up five advanced features that can help you gain that vital competitive advantage.Google AdWords has undergone a host of changes over the past 12 months, some cosmetic and some functional. Google’s prime revenue-driver has a new, intuitive look and feel that makes it even easier for marketers to assess performance and spot new opportunities.Under the hood, AdWords is home to some increasingly sophisticated machine learning technology. Everything from bid adjustments to audience behavior and even search intent is now anlyzed by machine learning algorithms to improve ad targeting and performance.All of this is changing how we run search campaigns, largely for the better.Me…

Omnichannel Personalization at Scale: How leading brands drive sales across channels

Americans now own an average of four devices, spending nearly 11 hours a day consuming media across platforms (Nielsen). When they read your email or visit your website, they expect personalized messaging — no matter which device they’re on.How do you reach these moving targets with a personalized message that resonates with their needs in the moment? What’s the secret to cultivating customer relationships when you have to do it across so many channels?Join our experts as we discuss the best practices and actionable tactics that many leading brands are using to achieve omnichannel marketing success. Register today for “Omnichannel Personalization at Scale: How leading brands drive sales across channels,” produced by Digital Marketing Depot and sponsored by Iterable.

via Marketing Land

Reddit introduces native promoted post ads in its mobile apps

Reddit announced the launch of native promoted posts for its mobile apps on Wednesday.The company said in an email to advertisers that its apps are the most popular way its 330 million monthly active users access Reddit content on mobile, and they now account for 41 percent of time spent on Reddit across all platforms. Logged-in app users also spend 30 percent more time per day than users who log in from desktop, and 80 percent of app users don’t access Reddit on desktop, according to the company.Reddit’s promoted posts will run in-feed on iOS and Android apps. All those behaviors point to the reason Reddit is giving advertisers a way to reach its app users with native in-feed ads.In-app promoted posts will have all the elements of a standard Reddit post, including upvotes, downvotes and comment threads. The native mobile ads will also include comments, which was not possible before on the mobile ads.
Native promoted posts will be available on iOS starting Monday, March 19, and will rol…

Report: France suing Google, Apple over mobile developer contract terms

French Finance Minister Bruno Le Maire says the country will take Apple and Google to court over mobile developer contracts. The move is seen as protecting French software developers against “abusive trade practices.”Le Maire reportedly said that there were “significant imbalances” in contractual relationships between the two companies and their developer customers. This almost goes without saying and extends to non-negotiable commission rates on app sales.The decision comes after a two-year investigation by the Finance Ministry that found contract terms were non-negotiable and effectively imposed on developers (which seems naive and obvious). In the US, “one-sided” contracts such as this have been legally upheld and routinely allowed in B2B and B2C contexts.Le Maire added in a statement to Bloomberg that fines could be in the millions of euros. The country might also seek the elimination of these unilateral contract terms and standardized commissions, which could create significant h…

How to plan and create evergreen content for SEO

Understanding evergreen content is important for search engine marketers and jobbing professional writers alike.In a previous piece for Search Engine Watch, my colleague Graham Charlton covered the power of evergreen content for SEO with some comprehensive Google Analytics stats to back up his claims. This post, however, seeks to explore evergreen articles from the content creation perspective.How can I ensure this piece I am writing is evergreen?And how can I ensure it will help with SEO?Nailing down your evergreen subjectDeciding on what your new piece of evergreen content is going to be about is not an exact science.In simple terms, such articles (of course, other types of content are also available) are expected to have enduring appeal on into the future. You want your subject to be relevant in the weeks, months, and potentially years to come.With that in mind, I think it’s important not to view evergreen content as separate from things like pure news. Rather, it’s better to view …

GroundTruth adds ‘pay per SKU’ model to its performance location products

Last year, location intelligence company GroundTruth introduced a “cost per visit” ad model. It uses mobile location data to track ad exposures to store visits and only asks retailers and brands to pay for foot traffic, rather than impressions or clicks.Yesterday, the company doubled down on the model, announcing an offering specifically for CPG (consumer packaged goods) brands. It asks CPG companies to only pay for “SKU-level sales” in stores. The company is now bundling the CPV (cost per view) and pay-per-SKU (PPS) models under the heading “true performance.” SKU stands for “stock keeping unit” and is essentially product-level data.CPG companies spend on average more than $200 billion on marketing annually, according to various industry estimates, and more than 50 percent of that across the industry is now digital. However, there’s some skepticism in these companies about the efficacy of digital marketing (vs. traditional). Procter & Gamble and Unilever are high-profile examples…

Evident Proof launches blockchain-based service for ‘immutable proof chains’

For blockchain proponents, the technology’s ability to permanently record all the steps in a process is one of its biggest selling points.This “breadcrumb tracking” has lots of uses, including ad tech verification and supply chain management.Now, a Gibraltar-based firm has launched a service — based on the Ethereum blockchain protocol — that is specifically optimized to provide a legal certificate demonstrating a specific chain of events.[Read the full article on MarTech Today.]

via Marketing Land

Email marketing report: Email volume was up 18% in 2017

According to Yes Lifecycle Marketing, email volume was up 18 percent year over year in 2017, but the number of people signing up for email subscriptions steadily declined throughout the year.After analyzing more than 30 billion emails sent last year, 9 billion alone in Q4, the email marketing platform has released a benchmark report looking at a number of data points around email marketing volume, engagement and design.New subscriber email trendsAmong the many findings, brands are sending more and more emails, but new subscribers’ share of their lists continued to shrink last year.“Throughout 2017, the share of new subscribers in marketers’ databases consistently declined, falling to its lowest point in Q4 when new subscribers accounted for just 3.5 percent of marketers’ mailable audience,” reports Yes Lifecycle Marketing.Share of recent subscribers opting in within 90-daysYes Lifecycle Marketing says, historically, the share of new subscriber numbers included in marketers’ databases …

Marketing Day: What is XR, Google brings custom intent audiences to YouTube & 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:What we can learn from the recent KFC debacle in Britain
Mar 13, 2018 by Malcolm Cox
Contributor Malcolm Cox shares how marketers turned a crisis into a victory for the global brand.MarTech Landscape: What is XR?
Mar 13, 2018 by Barry Levine
If you’re getting dizzy categorizing all the reality-transforming technologies, here’s an increasingly popular term that covers the entire channel.Bringing search intent to video: Google extends custom intent audiences to YouTube, launches TrueView for Action ads
Mar 13, 2018 by Ginny Marvin
The new ad format features more a prominent call to action and can reach people based on recent search history with custom intent audiences.Don’t miss out on special MarTech rates, expiring Saturday
Mar 13, 2018 by Marketing Land
Marketing Automation. Analytics. GDPR. Mobile. Social. Cloud. These topics and many more ar…

What we can learn from the recent KFC debacle in Britain

It’s a classic job interview interrogation technique: “Describe your biggest achievement!” Swiftly followed by “Tell us about your biggest mistake…” What do you say? How honest and transparent should you be?Experts say that sharing vulnerability will enhance our credibility as leaders.But putting it into practice can be more challenging. For example, I’m quite happy to list out the calamities I’ve been involved with. However, it’s much harder to admit that my character flaws or shortcomings caused the debacle.Many years ago, the marketing team I was responsible for had a sideline promoting concerts and events. Once we booked a few shows with dance act “Technotronic,” hot on the heels of their big hit “Pump Up the Jam,” which hit #2 on the Billboard Hot 100.Unbeknownst to us, there was more than one group of people touring as “Technotronic.” Alas, the people we booked weren’t the singers responsible for “Pump Up the Jam.” The few people who bothered to buy tickets weren’t pleased, leav…