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Showing posts from May 2, 2018
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Facebook unveils new analytics features, including a tool to track the omnichannel journey

Facebook introduced new analytics features — including a tool to track customer journeys through multiple channels — on Tuesday at its F8 developer conference.Journeys is the most notable addition to Facebook’s currents analytics tools. It provides omnichannel data and reporting, so marketers can see what users are doing right before they take an action that results in a conversion.Journeys report, for illustration purposes only The company took special care to note that this data is anonymously aggregated and not tied to any specific individuals’ identities. From the blog post announcing the features:… as we work to build the future of analytics, we take our responsibility to keep people’s information safe seriously. We carefully built this product to protect people’s privacy. That’s why the insights we report are aggregated and anonymous; and don’t contain individually identifiable information, like emails and phone numbers. As Facebook Analytics evolves, we’ll make sure it’s in ways…

Searcher intent: The secret ingredient behind successful content development

Google’s goal is to satisfy a searcher’s intent. When a user finds what they’re looking for after clicking on an organic search result, that’s a success.Sounds easy enough, but things get complicated when there are multiple results that may fulfill the primary intent of a given query.What is “the primary intent of a given query?” Let’s look at the search phrase “Real estate in Miami” to help answer the question.Primary intentSomeone searching the term “real estate in Miami” is probably looking to either buy or sell a property. This is the primary intent of the search phrase. We could search virtually any site that accesses a Multiple Listing Service (MLS) in the United States and finds results using the phrase.Algorithms use math and math (in this context) and rely on probability. When Google is determining which results to rank highest, they are looking to maximize the probability that the searcher will leave satisfied. When many indexed sites meet a primary intent, the algorithm nee…

How to use good ol’ PPC to support fun and creative branded content

Branded content and pay-per-click (PPC) aren’t ordinarily included together in the same section of a digital media plan, but there are definite synergies between these two marketing disciplines.One way to increase the efficiency and profitability of a PPC budget is to examine how PPC can be used to support really fun and creative branded content.Branded content is evolvingThe category of branded content has exploded online within both business-to-business (B2B) and business-to-consumer (B2C) marketing, according to data from PQMedia and Polar.Image courtesy of Polar.me Branded content goes by many names, but it originated as “advertorial” content (in print) and as “infomercials” (in broadcast TV). This form of content is still very popular, particularly in certain industry segments in which the use of the brand in advertorials can be authentic and compelling.In the digital domain, branded content has now evolved to more closely resemble the soap opera model of days long past.[Read the …

Look Ma, no keywords! Phrase-free AdWords campaigns are here

Some brick-and-mortar advertisers logged into accounts in late February to find new campaigns named “Local Search Ads Experiment Campaign” populated in AdWords.Google has confirmed that these campaigns are currently running for select advertisers only and promote verified business locations in local search results in both Google Search and maps without using keywords.Instead of keywords, Google uses Google My Business (GMB) information such as location address and location category to trigger relevant results. Advertisers cannot request to take part in the experiment at this time.While these campaigns are still in very early days, how should advertisers think about this recent development?Locally focused optimizationsRight now, most brick-and-mortar advertisers only have one lever available to control when ads show up in Google maps searches or in local ad displays directly on Google.com: the activation or deactivation of location extensions.Local Services is another paid local format…

Intent-based keyword research: Let Google be your guide

Whether paid or organic, when it comes to search marketing, keywords are king.Good keyword research is at the heart of any successful search marketing campaign, so it pays to get it right from the get-go.Good keyword research, however, isn’t just about search volume, competition level, suggested bids or any of the other metrics you see in a keyword research tool like Google’s keyword planner.While all of these metrics are helpful, the most important trait of any keyword is the intent behind it.From a data perspective, a keyword can look like a perfect fit, but if most of the searches related to a term aren’t related to your business, that keyword probably isn’t worth your time or money.Unfortunately, Google’s keyword planner doesn’t tell you a lot about the intent behind a keyword. But that doesn’t mean you have to guess. Google can still tell you a lot about the intent behind a keyword; you just have to know where to look.In this article, we’ll take a look at why intent is such an im…

Let’s face it — clickbait works. Here’s how to use it to your advantage

No two ways about it — clickbait works!With the right page title, you can get people to click on your link in the search engine results pages (SERPs). That means you’ll get more clicks on call-to-action (CTA) elements on your website, which, in turn, should boost your bottom line.If you’re interested in getting a better click-through rate (CTR) in the search results, then maybe it’s time to up your page title game. Fortunately, you can draw inspiration from others who’ve crafted titles that encourage clicks.In this article, we’ll look at nine examples of outstanding page titles and go over what they have that makes them appealing and highly clickable.1. The dynamic templateTravel website TripAdvisor uses a title that’s more of a template than an actual title. That’s because the marketing team applies the same title format to different regions.For example, if you search for “best hotels in San Francisco,” you’ll see that TripAdvisor appears toward the top of the SERPs with this headlin…

Marketo buys Bizible, adds ‘deeper attribution’ to its engagement platform

Marketo has acquired performance management software Bizible, the company announced Monday at its annual conference, the Marketing Nation Summit.The merger brings together two companies that are well-known in the industry for the services they provide. Marketo is an enterprise-level marketing automation provider, and Bizible is known for its ability to provide attribution for conversions across channels.It’s the largest acquisition in Marketo history. The company says that though it currently has some tools that provide attribution, the Bizible acquisition will provide “deeper analytics.”[Read the full article on MarTech Today.]The post Marketo buys Bizible, adds ‘deeper attribution’ to its engagement platform appeared first on Marketing Land.

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How to seamlessly augment the retail experience

By 2022, online retail sales are forecast to go beyond $700 billion, and the future of brick-and-mortar stores seems uncertain. The appeal of online shopping is obvious: wider selections, no lines or crowds and general ease and comfort.But retailers still have a lot to gain by investing in the in-store experience, especially when it comes to brand exposure and collecting customer insights.Physical stores still offer consumers a place to see and feel the products they are interested in, and at a time where once-popular stores are filing for bankruptcy, retailers need to discern how to leverage such in-store advantages to meet changing shopping behaviors.To stay in the race, retailers are changing up their store formats to create an experience that entices a stronger and more loyal relationship for the consumer — one that incentivizes consumers to visit retail locations by offering extreme personalization and unique brand experiences.Here are a few ways retailers can implement their in-…

How Salesforce’s acquisition of CloudCraze expands its Commerce Cloud

In mid-2016, Salesforce bought commerce platform Demandware, which became the basis for its new Commerce Cloud.Now, with the recent closing of its acquisition of commerce platform CloudCraze, Salesforce is adding B2B to its Commerce Cloud. But there’s more to that story, Cloudcraze CEO Andy Peebler told me.Aside from its focus on B2B, he said, CloudCraze offers another advantage: It’s built natively onto the Salesforce platform. By contrast, Demandware was an existing platform that is now integrated with Salesforce.[Read the full article on MarTech Today.]The post How Salesforce’s acquisition of CloudCraze expands its Commerce Cloud appeared first on Marketing Land.

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Here’s why Radius and Leadspace decided to combine

Darius Shirazi and Doug Bewsher Radius and Leadspace have both specialized in B2B predictive lead scoring, where various data signals indicate which leads and accounts might be the most fruitful.This week, the two companies announced they were joining forces under the Radius brand. Leadspace CEO Doug Bewsher becomes CEO of the newly enlarged company, and Radius CEO Darian Shirazi is the new Executive Chairman.The question I posed to them: why did these two similar companies want to merge?[Read the full article on MarTech Today.]The post Here’s why Radius and Leadspace decided to combine appeared first on Marketing Land.

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MetaX launches a blockchain-based whitelist of websites

Santa Monica, California-based MetaX has created a blockchain-based platform for applications geared toward solving some of digital advertising’s problems.In June of last year, it launched adChain, an open protocol to provide a permanent record of ad transactions. In December, it set up an application on adChain called Ads.txt Plus, where an ads.txt file — used by a site to show which sellers are authorized to sell its inventory — can be uploaded and managed.Now, the company is launching another adChain application, called the adChain Registry. It allows a community of participants in that blockchain instance to control a whitelist of quality, ad-supported publisher domains for use by ad buyers and consumers.[Read the full article on MarTech Today.]The post MetaX launches a blockchain-based whitelist of websites appeared first on Marketing Land.

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How to expand search marketing reach in the slow season, part 2: Amazon Marketing Services

In part 2 of our series on how to battle the slow season and incrementally increase purchases, we dive into Amazon Marketing Services (AMS).For those unfamiliar with AMS, it is (to put things mildly) a fast-growing ecommerce channel. If you are an ecommerce business and you are not on Amazon, chances are you are missing out on some solid incremental revenue. Whatever your reservations about selling on Amazon, it’s worth getting into – especially as you battle through the slow season. This article should serve as a handy primer for testing the water, and will cover features and limitations that may surprise you if you’re used to working mostly within AdWords.AMS ad typesAMS offers three ad types: sponsored products, headline search ads, and product display ads:Sponsored products are auction based ads that appear in search listings
Headline search ads appear at the very top of the page, taking a large amount of real estate
Product display ads appear on product detail pages
When you’re laun…

Identity is having its moment, but most martech isn’t ready

Have you noticed anything different about the LUMAscape lately? Recently, the imposing cluster of logos representing the marketing technology landscape grew a little denser. Nestled under the data management platform (DMP) category, and to the right of the increasingly hyped customer data platform (CDP) grouping, lies a new class of martech: identity.Click to enlarge And it’s about time.[Read the full article on MarTech Today.]The post Identity is having its moment, but most martech isn’t ready appeared first on Marketing Land.

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Marketing Day: Facebook’s F8 Conference, Google’s GDPR issues & Google My Business descriptions

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:Mark Zuckerberg announces new ‘Clear History’ option & more at Facebook’s F8 Conference
May 1, 2018 by Amy Gesenhues
“This is the kind of control that we think people should have,” said Zuckerberg, after announcing users will be able to clear their browsing history on the site.Four publisher groups to Google: Your GDPR proposal ‘severely falls short’
May 1, 2018 by Barry Levine
The organizations point to Google’s requirements that publishers collect consent and assume liability as some of the many issues.Unifying your search and social ad strategies
May 1, 2018 by Digital Marketing Depot
Change is constant in digital marketing. Experienced marketers realize it’s no longer enough to run campaigns in silos. How can you apply your search marketing expertise to amplify your organization’s social advertising efforts (and vice versa)?Marketers: N…

Mark Zuckerberg announces new ‘Clear History’ option & more at Facebook’s F8 Conference

Facebook kicked off its F8 Developers Conference Tuesday with a keynote from CEO Mark Zuckerberg.“This has been an intense year. I can’t believe we’re only four months in,” said Zuckerberg, who was no doubt referring in part to the firestorm since Facebook suspended Cambridge Analytica for exploiting user data.He moved on, offering a brief overview of recent announcements the site has made around data privacy issues and actions it was taking to safeguard user information. Zuckerberg talked about how the company now limits the data available to apps and the app removal tool it rolled out last month to make it easier for users to delete unwanted apps.New Clear History toolIn addition to summarizing actions already taken, Zuckerberg announced Facebook would be rolling out a Clear History tool that would let users clear their browsing history on the platform and see all the apps they had interacted with.“This is the kind of control we think people should have,” said Zuckerberg, but only a…

Four publisher groups to Google: Your GDPR proposal ‘severely falls short’

In March, Google issued some indications of how it intends to comply with the EU’s General Data Protection Regulation (GDPR), going into effect in about a month.Now, four major publisher trade groups have released a five-page joint letter to Google CEO Sundar Pichai with a basic message: nope.The groups are Digital Content Next, European Publishers Council, News Media Alliance and the News Media Association. Their joint membership of about 4,000 newspapers and magazines, mostly in North America and Europe, includes Condé Nast, the Associated Press, The New York Times, The Guardian, Bloomberg, Thomson Reuters and Axel Springer.[Read the full article on MarTech Today.]The post Four publisher groups to Google: Your GDPR proposal ‘severely falls short’ appeared first on Marketing Land.

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