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Showing posts from June 8, 2018

Ask the #SMXperts series — Advanced audience targeting

The “Ask an #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 Advanced Audience Targeting & Management Tactics session with Jillian Nagle and Ben Wood and introduction from moderator Brad Geddes.Brad GeddesThe rise of audience targeting is the biggest change in paid search over the last 10 years. You can easily create audiences based on a plethora of characteristics and then adjust bids, ads and content for each audience type.With so many options possible for creating audiences and customizing your marketing for each, it’s imperative in today’s competitive world that you have solid strategies in place to take advantage of these marketing capabilities.In this session, we looked at creative ways to create audiences, how to prevent your customers from going to the competition and ways of leveraging search and social together to ensure you are reaching your potential.Ben Wood t…

Advanced AdWords Strategies to Personalize Experiences and Drive Revenue

Paid search is brutally competitive. Everyone is using the same tactics to drive conversions. How do you separate your AdWords campaigns from your competitors’ to acquire more customers at a lower CPL?The answer is with personalization. There are new data-driven strategies you can use to target the right audience with the right AdWords campaign at the right time and provide consumers with a relevant, frictionless experience — whether they convert online or over the phone.Join paid search experts from Elite SEM and DialogTech to learn new strategies to beat the competition and convert more customers from AdWords.Register today for “Advanced AdWords Strategies to Personalize Experiences and Drive Revenue,” produced by Digital Marketing Depot and sponsored by DialogTech.The post Advanced AdWords Strategies to Personalize Experiences and Drive Revenue appeared first on Marketing Land.

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The big list of political ad policies from leading social & search platforms

We’re six months out from the 2018 US midterm elections, races that will shape the political balance of both the House and Senate. Of the 535 seats in the US Congress, 35 Senate seats are being contested, and all 435 House seats. As we draw nearer to election night, social and search platforms will be prime real estate for political campaign ads from the hundreds of candidates running for office on November 6.In an attempt to curb abuse by bad actors during elections, many social and search sites have recently updated their political advertising policies since the 2016 election cycle. Facebook, Twitter and Google have all released new rules around political ads this year.Just this week, LinkedIn changed its political ad policy. It previously had allowed ads that clearly identify the person or entity paying for the ads. It now prohibits all political ads on the platform, including ads with content related to ballot propositions. For the first time in its history, Google has halted stat…

IAB Tech Lab unveils a proposed Ads.txt for mobile apps

Last year about this time, the Interactive Advertising Bureau (IAB) Tech Lab launched its ads.txt project to prevent fraudulent selling of website ad inventory.This week, the Tech Lab is releasing a proposed spec for extending ads.txt, which is now widely adopted, to mobile apps. The proposal is open to public comments over the next 30 days.Essentially, SVP and General Manager Dennis Buchheim explained to me, it’s the same ads.txt, but with a pointer from apps. For web inventory, the ads.txt file, which lists those exchanges and others that are authorized to sell space on a given site’s pages, normally resides in the root folder of a website.[Read the full article on MarTech Today.]The post IAB Tech Lab unveils a proposed Ads.txt for mobile apps appeared first on Marketing Land.

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The conscientious searcher: how useful is Ecosia in a world dominated by Google?

In my recent research for alternatives to Google here at Search Engine Watch, Ecosia was one search engine that caught my eye.The eco-friendly choice for search certainly seems to serve a purpose. We might forget it, but there is an environmental cost to our digital activities – including Googling.So let’s dig a little deeper. Should we be more mindful of the effect our search queries are having on the environment and is Ecosia a viable alternative in a world where Google commands more than 90% of market share?What is Ecosia?Launched in 2009, Ecosia is a CO2-neutral search engine. With every search made, the social business uses the revenue generated to go towards its tree-planting scheme.On average, 45 searches are needed to plant a single tree. Users can keep a tally of the number of searches they make thanks to a handy counter in the top corner of the Ecosia homepage.Another ticker underneath the search bar boasts the collective number of trees planted by all Ecosia users, currentl…