Skip to main content

Posts

Showing posts from June 20, 2018
Instapage

2018 paid search benchmark report from Adthena — How do you compare?

A challenge in the search industry is that typically advertisers only have access to a single data set (their own). Competitive insights allow advertisers to benchmark individual performance against industry or category averages. For senior decision-makers in digital, this intelligence can be used to refine, iterate and optimize search campaigns.This benchmark report from Adthena is a big-data study of over 100,000 advertisers. It seeks to bring a degree of transparency to category ad spend and performance within search.Visit Digital Marketing Depot to download “Paid Search Benchmark 2018.”The post 2018 paid search benchmark report from Adthena — How do you compare? appeared first on Marketing Land.

via Marketing Land

Should you keep your best content on your site or send it away?

Recently, I’ve had some very enjoyable discussions with other search engine optimization specialists (SEOs) about where to place promotional content.Opinions vary and are dependent on the goals of the webmaster. Some webmasters openly ask for guest bloggers since they need content and don’t have a writing staff.Others who are just starting out want to write guest posts or columns for sites other than their own as a way to boost their reputation and increase inbound link counts.Some newbie professionals ask more seasoned SEOs to participate in roundup posts as a way to build credibility for their sites. There are many reasons people ask for content or ask to place content.Many of my colleagues are of the opinion that if you’re going to create great content, you should keep it on your own site. While I can definitely see that point, I really do like the idea of having my content placed on other sites because it increases my potential for traffic, leads and clients.Go west, young ladyI’m…

Facebook gives autoplay video ads in Messenger a go

After introducing static ads into Messenger last year, Facebook is starting to run autoplay video ads on its messaging app.“We’re in the beginning stages of expanding the availability of video ads to Messenger and we plan to roll this out gradually and thoughtfully. People on Messenger are our top priority and they will remain in control of their experience,” says a Facebook Messenger spokesperson.Stefano Loukakos, head of Messenger Business for Facebook, confirmed the video ads started rolling out on the Messenger app June 18, according to a Recode report.Loukakos told Recode that Facebook is monitoring user behavior around the video ads to determine if they impact how people use Messenger, noting that Facebook hasn’t seen any changes with how people used the platform or how many messages they sent since placing basic ads in Messenger.“Video might be a bit different, but we don’t believe so,” Loukakos told Recode.Messenger ads are offered only as an extension of a Facebook campaign a…

Advertisers will soon have AdWords tools to test & measure creative elements of YouTube video ads

Google is introducing new tools in AdWords for YouTube advertisers to measure and test creative aspects of their video ads. Announced at this week’s Cannes Lions Festival, the newly launched YouTube creative suite involves four new tool sets: Video Experiments, Video Creative Analytics, YouTube Director Mix and Video Ad Sequencing.Video Experiments is a “head-to-head testing tool” that gives insight into brand lift metrics and measures the impact of an ad’s creative elements on things like brand awareness, consideration and purchase intent. Advertisers will be able to use the tool to run “cleanly segmented” ads on YouTube at no cost beyond standard ad fees, with results available in as little as three days.“Video experiments, launching in beta later this month, convert non-working media spend typically used for focus groups in simulated ad environments into working media spend in real ad environments. On YouTube, people only watch what they want, making it an ideal testing ground for …

Viant’s updated ACR knows what you’re watching on TV — and can immediately re-target your mobile devices with the same ad

You’re watching TV, and a Pepsi commercial interrupts the show you’re watching. You switch the channel, but, within seconds, the same Pepsi commercial shows up on the tablet you’re holding.That scenario of multidevice campaigns, coordinated with your television program watching, is now available with the latest version of Viant’s automatic content recognition (ACR) platform.Viant is a people-based marketing platform that owns MySpace, was previously purchased by Time Inc. and is now owned by Meredith Corporation, which bought Time earlier this year. Its ACR platform takes data from third-party software that has been installed on TV sets by two leading manufacturers.[Read the full article on MarTech Today.]The post Viant’s updated ACR knows what you’re watching on TV — and can immediately re-target your mobile devices with the same ad appeared first on Marketing Land.

via Marketing Land

Ask the #SMXpert: Smart B2B SEM Tactics

The following is a continuation of the Q&A segment with moderator Brad Geddes from the “B2B SEM: Meeting Specific Challenges With Really Smart Tactics” session held during Search Marketing Expo (SMX) West 2018.IntroChallenges facing business to business (B2B) search advertising buyers are unique and include:Finding enough search volume on technical, niche keywords.Keeping clear of high-volume consumer-oriented keywords.Attributing properly despite long sales cycles and conversions that frequently take place offline.SMXpert Brad Geddes answered questions and shared some of his strategies and tactics for creating profitable B2B ad campaigns.Question: Given the long sales cycle and not so much search volume, how do you run A/B split testing in B2B SEM?Brad: There are two parts to ad testing in this scenario. The first is determining what to track (conversions). If the sale doesn’t happen for two years, then you might try looking at qualified leads. If a lead isn’t qualified for 12 mo…

Report: Key to SMB advertiser retention is onboarding engagement and early upselling

Customer retention is a persistent and vexing problem for many companies that serve the small and medium-size business (SMB) market. But enterprise software company Vendasta thinks that it has found a formula of sorts to combat SMB churn.The company serves a range of media companies (e.g., newspapers) and agencies that in turn cater to SMB advertisers. The report is based on an extensive analysis of its media and agency customers’ SMB customers, roughly 100,000 being served on its platform.Here’s the most essential formulation of that approach:Use a needs-based sales approach.Upsell SMBs within three months of onboarding (based on actual needs).Engage early in the relationship to activate the customer and maximize retention.Sell multiple products — four is better than one.Verticalize sales and solutions.As an illustration of the effectiveness of “needs-based selling,” Vendasta says that 47 percent of SMBs with a below-average social media presence, who were not sold a corrective produ…

After data leak, 3 of 4 US carriers vow to stop selling user location to third parties

If mobile phone owners were told that their wireless carriers were selling data about their real-time movements most people would be surprised if not horrified. Never mind that the official line in the industry is that all this data is “aggregated and anonymized.”Carriers are just one source of location data among many in the larger ecosystem. But AT&T, Verizon and Sprint (but not T-Mobile) have now vowed to suspend or discontinue selling user location data to third parties after a serious data leak from location data provider LocationSmart, which obtains data from carriers among others. Brian Krebs broke the news.LocationSmart’s location intelligence demo had a bug that allowed anyone with technical savvy to exploit it and get real-time location information about virtually any mobile phone owner’s physical location in the US. Upon discovering the problem, LocationSmart shut down the demo and is investigating. However, the system was insufficiently secure according to Carnegie Mel…

Survey: 58% will share personal data under the right circumstances

Another day, another survey on consumer privacy. And like many of the others, a new survey (.pdf) from Acxiom and trade group DMA seeks to put a positive spin on mixed results.The big takeaway is that most US consumers are so-called “data pragmatists” who will trade personal information for certain incentives or benefits under the right circumstances. This is more true for millennials than other groups.The finding is nothing new and is consistent with many dozens of similar surveys that have been conducted over roughly a decade. What’s new here is the context; it comes in the wake of data breaches and scandals (see Cambridge Analytica) and the recent implementation of GDPR.As mentioned, marketers and ad purveyors can take some comfort in the finding that a majority of Americans are either “unconcerned” (18 percent) or “pragmatists” (58 percent) when it comes to use of their personal data. Only 24 percent are “fundamentalists,” defined as those “unwilling to provide personal informatio…

Why your marketing performance problem is really a measurement challenge

Figuring out how your company will grow is one of the biggest challenges facing marketers.The playbook is clear: Choose a high-value audience, execute relevant and creative campaigns, and voilà, results and growth for your brand, product or service.But setting your marketing team up for success is tougher than ever. One reason is that, at many companies, the individual players aren’t using the same playbook. They choose a lower-value target, or the wrong one altogether, launch campaigns without insight and watch growth and ROI sputter.Getting on the right track for growth is easier said than done. If you’re not seeing the number of leads, conversions, sales or other key metrics you’re looking for, finding out what’s not working and knowing how to fix it is tough.The issue may not be your marketing tactics at all. It might actually be how you’re measuring performance. Without accurate measurement that de-duplicates results across customers and gives each touch point the proper credit t…

How to transfer insights from search to social campaigns

When running paid campaigns on both search and social, it’s imperative to take all learnings from each channel and apply them to the other. This allows you to take an holistic view of your marketing efforts and optimize each channel with insights you wouldn’t get by keeping things in silos.Search is all about capturing those who have intent related to what you’re selling. Extrapolating and recognizing the audiences expressing that intent should be your goal when it comes to gathering search engine marketing (SEM) learnings.This article covers some of the easiest ways to gather learnings from SEM and leverage them in paid social.Pull demographic dataAs you run your search campaigns and collect significant data, you should pull in insights on gender, age, household income, and parental status. Google automatically segments out different brackets within these categories to provide insight into how each performs (e.g. how males behave versus females, or ages 18–29 behave versus ages 30–39…