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Showing posts from May 29, 2018
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Five ways to use predictive analytics

The era of graphs and spreadsheets as a way of thinking about analytics is beginning to approach its end. Predictive analytics, along with associated artificial intelligence (AI) and machine learning technologies, are changing the way in which we deal with data. These tools are becoming more accessible, and ‘big data’ thinking is no longer limited to firms with billion dollar budgets.Predictive analytics provides a glimpse into the future, as well as access to strategic insights that can open up new opportunities. Here are five ways you can put predictive analytics to use, and how you can change the way you think about data.Qualifying leadsAccording to Forrester research, predictive analytics has found three main use cases for dealing with  leads. Specifically:Predictive scoring: This method analyzes how leads are responding to your marketing attempts and how likely they are to take action based on that information. In this way, you can more quickly identify which leads to focus more …

Ask the #SMXperts: Going All-In On AMP

The Ask the SMXpert series continues the question and answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018.Today’s Q&A is from the Going All-In On AMP session with Benu Aggarwal, Eric Enge and Paul Shapiro, with an introduction from moderator Michelle Robbins.Michelle RobbinsGoogle announced it’s AMP (Accelerated Mobile Pages) project 2 years ago. In that time the framework has advanced significantly to support a larger array of on-page elements and options including support for ads, analytics, interactive elements, dynamic geo-targeting, and more. Though it’s a shortcut to providing an optimized mobile experience for users, many are still on the fence about the whys and hows of implementation. Our panel of experts demonstrated how they and their clients have found success with the open-source framework, and helped clarify some of the confusion around why a company might want to consider going all-in on AMP.Paul ShapiroSlide deck: A Brief Introduc…

It’s time for local business to take voice search seriously

At this year’s Google I/O conference, Google CEO Sundar Pichai unveiled a brand-new voice assistant, Google Duplex, that introduces a new way to carry out “real-world” tasks over the phone, like booking a hair salon appointment or making reservations at a restaurant.The ramifications of technologies like this are many, but what really interested me is the fact that this artificial intelligence (AI)-based phone system specifically focuses on interactions between local business and consumers.Up until now, most discussions around Google voice search have been on gathering information rather than actually performing voice commands with a real-world effect.The introduction of Google Duplex highlights for me one of the directions Google is headed, namely, the proliferation of tools, algorithms and functionalities designed to improve interactions with local businesses.Whether the searcher is in the discovery, selection or conversion point of their journey, there will have been something that…

The status of Google’s presence in Google Shopping Auctions

As my company (Merkle) reported just a couple of weeks ago, Amazon has exited US Google Shopping auctions for all advertisers that had consistently seen it as a competitor for the last few quarters.While the rationale behind this decision remains somewhat of a mystery, those brands competing against the e-commerce giant are certainly not sad as a result of the recent development.Shopping ActionsOne update that may have played a role in Amazon’s decision was Google’s announcement of Shopping Actions in late March, which places ads for products that can be purchased through Google Express alongside traditional shopping ads in the carousel. Shopping Actions also surface products for voice shopping through the Google Assistant.Google then takes a commission on each product sold, similar to Amazon, and many reports on the change hailed this update as a move to more directly compete with Amazon.Using Google Auction Insights Reports, however, it’s actually clear that Google Express had been …

Search is more than Google: Mastering vertical search optimization

Whether spoken, typed or tapped, search queries are the medium through which consumers discover information and make decisions.Search is all around us; it is embedded into smartphone devices and is the fulcrum of artificial intelligence (AI)-powered digital assistants. As search engines develop in sophistication, this relationship with consumers will only strengthen over time.Moreover, recent research shows that mobile now accounts for as much as 57 percent of total search traffic. Search has become more powerful, dynamic and fragmented.While this brings some challenges, it also brings great opportunity.Opportunity knocksThe sheer quantity and variety of content online is necessitating this change.Almost 45 percent of people watch more than an hour of video online each week on either Facebook or YouTube; Snapchat users share over 500,000 photos every minute; and according to Internet Live Stats, Google processes over 3.5 billion queries every day.Even a search engine as universal (in …

How to Screen Capture Tweets with a Twitter Bot

Introducing Screenshot Guru, a new Twitter bot that will help you easily take high-resolution screenshots of tweets. There are a plethora of screen capture apps available, including the good old Print+Screen combo but with Screenshot Guru, you get crisp and beautiful screenshots sans the clutter. Screenshot Guru offers 3 different options for screen capturing tweets. You have a web app for desktops, a Google Chrome extension and a Twitter bot @screenshotguru for people who are looking for a way to easily screenshot tweets on their Android or iPhone.Let’s explore in more detail.1. Web App – Go to screenshot.guru and type the URL of any web page or tweet that you would like to save as a PNG image. Solve the CAPTCHA and you’ll have a crisp retina screenshot ready in a second or two.2. Chrome Extension – Install the Twitter Screenshots addon from the Google Chrome store and then switch to the Twitter website. You’ll see a little camera icon in every tweet – click the icon and it will insta…

Google holds an AMA-style meeting with dozens of publishers on GDPR

Google held a video-conferenced meeting with dozens of publishers in five cities, including New York and London, on Thursday to address concerns about GDPR. The new regulation that governs how companies treat EU citizens’ data went into effect Friday.The format of the meeting was an AMA (ask me anything) with legal and product executives who have been involved with Google’s GDPR compliance efforts, including attorney Struan Robertson, senior product counsel at Google, and Jonathan Bellack, director, product management, for publisher ad platforms, MartechToday has learned.Google had organized the meeting in response to a letter from four publisher trade groups to Google CEO Sundar Pichai that argues the company’s GDPR proposal is untenable. Representatives from the four trade groups declined invitations to the meeting. Among the more than 50 that did attend were AccuWeather, BuzzFeed, Scripps and The Washington Post, MarTech Today learned from a meeting attendee.We have also obtained …

5 PPC mistakes you’re probably making in your campaigns

Most common PPC campaign mistakes can be easily rectified. With extra awareness, time and effort, you can adjust your optimization strategy to focus on ROI instead of CPA and get better results. With some changes to the way you approach your PPC activities as a whole, you can fine-tune your funnel and get higher-quality conversions.PPC marketers are only human, after all, but by avoiding some common campaign mistakes, you can become a number-crunching PPC machine. Want to know if you make the PPC grade? Take this short quiz below: For now, let’s roll up our sleeves and get to work. Here are the top five mistakes you’re probably making in your campaigns — and how you can turn them around to your advantage.1. When your remarketing is too generalRemarketing lists that are too general and not properly segmented is a common PPC mishap. For example, remarketing a brand ad to all users who visited your website in the last 20 days is way too broad to have a meaningful impact on your CVR.If vis…

Tools to assist your SEO check-up

Whether you are new to SEO and looking for a litmus test of your website’s health, or have an ongoing campaign that may need a little refreshing, it’s always a good idea to perform regular check-ups or audits.If you have complex campaigns that are already in full swing this may seem like a lot of effort. It’s a bit like going to the dentist; you may not like it but it’s necessary. Better to identify areas for improvement or success that can be capitalized on than to continue blindly following the original strategy with more limited results.This article explores some of the tools that are available to you in order to perform an SEO check-up.Keyword researchWith the growing complexity of inbound marketing, voice search, Rankbrain and content marketing, the phrase ‘keyword’ is starting to feel somewhat of a profanity. In fact, Hubspot is even in the process of removing its keyword tracking function from the platform.However, there is still significant emphasis placed on high value target…