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Showing posts from May 24, 2018
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Twitter pilot would extend Promoted Tweets to publishers’ embedded Timelines

Twitter has started recruiting publishers to take part in a pilot ad program to run ads within embedded Twitter Timelines on their sites.According to the “Introducing the Twitter Timeline Ads Pilot” page on Twitter’s business site, the Timeline ad network will be available to a select group of publishers in the US soon.From Twitter’s business site:You already enjoy the power of real-time Tweets on your webpage through embedded Timelines. Now, let it generate revenue for your site. The Twitter Timeline network is the first ad program that allows publishers to offer real-time content to their audiences and drive incremental revenue with targeted ads.Publishers are asked to give a name, email and website address to be considered for the pilot program.Twitter’s MoPub network for mobile sites and apps enables advertisers to extend their reach via the Twitter Audience Platform (TAP), but lags behind competitor options like Google’s Display Network and DoubleClick Ad Exchange or Facebook Aud…

Answers to email marketers’ niggling questions about GDPR

If you’ve paid attention to the news in recent months, you know that the EU’s new consumer data privacy law, the General Data Protection Regulation (GDPR), goes into effect at the end of this week (May 25, 2018).Under the regulation, all businesses that handle personal data about EU citizens are required to follow strict guidelines for the collection, use and protection of that data. Additionally, businesses must give consumers the option to request erasure and opt out of profiling.The GDPR is a move in the right direction. Consumers are warier than ever before about how businesses collect and use their data, especially in the wake of massive data breaches from companies like Equifax. Given the potential consequences of personal data landing in the wrong hands, these data privacy concerns are justified. Businesses that collect and use consumer data should be held to high standards.If you’re an email marketer, the GDPR will impact your day-to-day job — even if you’re not located in the…

Email: The oft-overlooked backbone of successful content marketing & SEO

As a platform, email has become such a norm that unless you’re a regular and devout practitioner, you may not appreciate its immense reach and utility. Especially in this day and age, with Snapchat filters, Instagram stories, AR displays and the like, email’s allure has definitely diminished in the red-hot glow of these sexier newcomers.But experience and age come with their perks. Email may have been around the block a time or two — or twelve — but it’s proven to be an incredibly reliable and effective marketing tactic, so much so that many marketers simply take it for granted or don’t actively think about how to truly harness its power.This is a foolish mistake. No doubt your company employs content marketing and search engine optimization (SEO) efforts to drive awareness, generate sales and conversions and, ultimately, position your brand in a crowded, competitive marketing landscape.In reality, email is a significant driver of success in content marketing and SEO campaigns. Not on…

Yelp asks Europe to take new antitrust action against Google

According to the Financial Times (paywall), Yelp has formally complained to the European Commission (EC) that Google “abused its dominance in local search” and is seeking a formal Statement of Objections (antitrust charges) against the company.The logic of the complaint is nearly identical to claims made against Google in the shopping search context: Google systematically favors “its own content,” minimizing that of competitors. The EC said when it brought the formal Statement in shopping search and subsequently fined Google roughly $2.7 billion that similar actions were possible.Google has denied it has abused its position and appealed the shopping search fine to the European Court of Justice. Yelp operates in Europe, but with a reduced presence, since 2016.Yelp co-founder and CEO Jeremy Stoppelman appeared on a “60 Minutes” segment this week, arguing that Google was intentionally harming competition in local and other areas. Another interviewee, EU Competition Commissioner Margrethe…

Facebook rolls out new Group features & launches pilot support program for admins

Facebook has rolled out a number of new features for Group admins designed to help keep groups safe and make it easier for admins to manage their online communities.It also launched a pilot support program where Group admins can report issues, or ask a question, and get a response by the next day. (The support program is only available right now to a limited number of Group admins on iOS and Android in English and Spanish.)Among the new features, Group admins now have an automated process to notify Group members why their content may have been removed for breaking content rules. Marketing Land VP of Growth and Engagement Monica Wright did a little digging and found that Group admins can choose from four “starter” rules for their Groups but are allowed up to 10.Group admins and moderators can also collaborate and keep a log of deleted posts via the admin activity log, as well as choose members whose content can post automatically without being reviewed.“Group admins can spend a lot of …

Telaria launches ‘first complete video ad platform’ for OTT

Video supply-side platform Telaria has launched what it says is the “first complete video ad management platform” for over-the-top (OTT) TV.The platform includes an ad server designed for advanced TV, which Telaria defines as OTT or streaming video through a phone, laptop or internet-connected TV, as well as live-data visualization, diagnostics and a decisioning engine for guiding campaign decisions. This is the first entry into ad serving and analytics for the New York City-based Telaria, formerly known as Tremor Video.Head of product Craig Berlingo told me that the platform handles auction or fixed rate and allows program makers, such as Hearst newspapers, Hulu or Gannett, to programmatically request ads through major demand partners like Doubleclick, the Trade Desk, Adobe Marketing Cloud, Media Math, AppNexus or others.[Read the full article on MarTech Today.]The post Telaria launches ‘first complete video ad platform’ for OTT appeared first on Marketing Land.

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IAB Tech Lab releases a Data Transparency Framework

The Interactive Advertising Bureau (IAB) Tech Lab is out today with a new framework for minimum disclosure requirements for data sellers.The Framework says its key goal is “making data segment ‘quality’ consistently understandable, transparent, and comparable across vendors.” The term “quality” here refers to data collection, matching and modeling, not how well that segment performs in the marketplace.The four components of the Data Transparency Framework 1.0 are:ID-level labeling requirements for data sellers.Standard audience taxonomy for a data segment naming convention.Open-source API to structure and communicate machine-readable label data between supply chain participants.A compliance program to acknowledge transparent data sellers.[Read the full article on MarTech Today.]The post IAB Tech Lab releases a Data Transparency Framework appeared first on Marketing Land.

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How much is too much? Faceted navigation and SEO

On e-commerce sites, faceted navigation plays a critical role in allowing consumers to find the products they want quickly.Major sites normally offer a variety of filters (show a subset of products), sort orders (show products in different orders) and pagination (break long lists of products into multiple pages).From a search engine optimization (SEO) perspective, creating more pages that break out different aspects of products users might search on is generally a good thing. Offering more pages enables you to compete more effectively for the long-tail of search for your brand. These uniform resource locators (URLs) also make it easy for users to send links to friends or family members to view specific product selections.Too much of a good thingHowever, it’s also possible for there to be too much of a good thing. You can reach a point where you’re creating too many pages, and search engines will begin to see those incremental pages as thin content.Go too far, and you can even receive …

The importance of transparency and understanding risk in link building

The most important part of the relationship between you and your link builder might not be what you think.You want them to follow Google’s guidelines (or you might not care) and build great links.You want their work to give you more traffic and better rankings.You may be fine with certain risky tactics, or you may only be building links because your competitors are, and you feel the need to keep up.You may think you want a lot of things, but what you really need is transparency.TransparencyI’ve spoken to business owners and webmasters who used a link team in the past and never saw the links that were built.In my opinion, that’s not right. You know exactly where the links are, even if you created content in hopes it would generate links, so you can easily dig around and find out where those links are and report them.I’ve also dealt with a lot of people who do know which links were built and had no idea how they were built.Are they on a private blog network (PBN)?Were they purchased?Are…

Google to join IAB Europe’s Transparency and Consent Framework

Google will soon join the Interactive Advertising Bureau (IAB) Europe’s Transparency and Consent Framework, the company confirmed Tuesday — just three days before the May 25 deadline for enforcement of the General Data Protection Regulation (GDPR). The news was first reported by AdExchanger.The framework is designed in part to allow advertisers and publishers to share consent across the ad tech ecosystem. Consent from users to have their data collected and used for marketing purposes is required under GDPR, a sweeping set of new data privacy rules that govern the handling of EU members’ data no matter where it occurs. Companies found in breach of GDPR can be assessed fees up to €20 million, or 4 percent of their annual revenue, whichever is higher.“We absolutely want to be a part of the IAB framework. We plan to register,” Scott Spencer, Google’s director of product management, told AdExchanger.What’s the holdup this close to the deadline? Google is waiting for IAB Europe to respond …

From being too broad to being too lazy: three common PPC fails 

PPC and search marketing are both vital to a company’s success. So, it’s amazing to see the mistakes that so many brands still make today. AdWords has added tools like upgraded URLs to make it a little easier to manage campaigns.
But glaring errors still happen – and frequently. While these mistakes can seem small – especially if a brand has a big SEM budget – each one can have a significant impact on an advertiser’s reputation and ROI. Here are a few of the most common PPC mistakes search marketers make, and some methods to address them.Your search terms are too high-levelA common mistake for many first-time (and even experienced) search advertisers is that they start out too broadly. For example, if you’re an electrician in Boston starting out AdWords for the first time, you don’t want to go in big on the mains terms such as [electrician] and rely on city geo-targeting. Instead, be selective about your target keywords and build campaigns around specific terms such as [Electrician Arl…

An introduction to innovation in consumer search optimization

It may be obvious statement, but over the last 15 years the internet has completely transformed the retail industry. The once flourishing high-street is declining, as more and more consumers are swapping the shopping experience for the convenience and added choice that online retail offers. Mobile technology means more people are purchasing products via apps while on-the-go, rather than popping out on a Saturday morning to browse the isles and rails in-store.The digital retail space has seen a huge number of disruptive innovations over the years, from artificial intelligence (AI) offering tailored recommendations to smart chatbots transforming and streamlining customer service and the new additions of drone deliveries and augmented reality – it’s an exciting time. Despite these leaps, most search technologies still used by modern retailers and brands are lagging behind. It’s these search engines that are the next element of the retail sphere set to have an innovation makeover.Search e…