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Showing posts from June 28, 2018
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Twitter’s new Ad Transparency Center shows all ads shown in past 7 days

rvlsoft / Shutterstock.com In anticipation of the upcoming midterm elections, Twitter is rolling out phase two of its efforts to bring more transparency around political ad campaigns.Starting today, anyone around the globe will be able to search ads displayed on Twitter within the last seven days via the app’s new Ad Transparency Center. The searchable database is available to everyone, meaning you won’t have to have a Twitter account to perform a search. Twitter’s Ad Transparency Center will include ads from Twitter advertisers, both in the US and global advertisers; although with this rollout, the only searchable political ads are ones attached to US elections.“To view ads from any advertiser you will be able to simply search for a specific handle and see the creative for all ad campaigns that have run within the last seven days from that handle,” writes Twitter’s head of revenue products and engineering group, Bruce Falck, on the company’s advertising blog.Twitter has plans to event…

Report: Stores still critical in consumer purchase journey, above TV and social

A new survey of 2,000 US consumers from location intelligence provider Blis argues that, contrary to marketers’ perceptions, the dominant way consumers discover new products is in traditional retail stores. At the same time, the study confirms the complex, multichannel and category-dependent nature of shopping today.When asked “Where do you hear about new products the most?,” the largest group of survey respondents answered “in-store browsing”:In-store browsing.Targeted ads.TV.Brands I follow.Friends & family.None of the above.The Blis study points out that a 2013 a survey from Ipsos found TV was the primary source of new product information for the majority of respondents (58 percent), “closely followed by friends and family.” In the Blis survey, “friends and family” was near the bottom, and TV had slipped to third place.The survey also asked about the products that shoppers prefer to buy in store rather than online. Of the six categories mentioned, groceries, furniture and cloth…

Seven basic tips for blog SEO

By now the advantages of blogging are undoubtedly well-established. Statistics show that:Businesses that blog get 67 % more leads than businesses that do notMarketers that prioritize blogging are 13x more likely to get a positive ROI compared to marketers that don’tCompanies that blog get 97 % more links compared to companies that do not blogWebsites with a blog are likely to have 434 % more indexed pages.However, if you don’t have an SEO strategy for your blog, you are most certainly missing out. Research shows that SEO leads have a 14.6% close rate, compared to a 1.7% close rate through outbound means.In other words, it is not enough to blog. You need to make sure your blog ranks in the search engines. The following basic tips will help you optimize your blog for search engines:Employ the use of breadcrumbsTake a look at the screenshot below — from an article on the Writers in Charge website:You’ll notice the section underlined in red? That’s breadcrumbs.You can also see this implem…

Neura and In Loco are launching new efforts to tap the real world for targeting

From Neura Two companies are expanding ad and content targeting techniques that employ new ways of tapping the real world.Sunnyvale, California-based Neura and Brazil-based In Loco use different techniques, but both are pointing to how non-web tracking could evolve.After three years of development and two years of availability only to a selected group of client companies, Neura has launched its Moments to the public.The idea of “moments” is not uncommon among mobile ad tech companies, such as FollowAnalytics, MediaBrix or MobileFuse, where the emphasis is on positioning “the right message at the right time” within actual real-world activities. An ad for a nearby bar, for instance, might be delivered to a smartphone when location data indicates the user is at a nighttime ballgame in the last inning.[Read the full article on MarTech Today.]The post Neura and In Loco are launching new efforts to tap the real world for targeting appeared first on Marketing Land.

via Marketing Land

Forrester issues first Wave report on Experience Optimization

“Experience optimization” is one of those terms that seems to cover almost everything. Since everyone agrees that customer experience is the key to a brand’s success these days, wouldn’t optimizing that involve every marketing tool in your toolkit?But, as Forrester explains in its first Wave report on this category [“The Forrester Wave: Experience Optimization Platforms, Q2 2018,” fee required] experience optimization is “the continued consolidation of online testing, behavioral targeting, and recommendations practices,” with the intent to learn what works and then improve how customers interact with brands.In fact, this report is the newest incarnation of Forrester’s previous Wave reports on online testing platforms, since advanced online testing is increasingly merging with recommendations and behavioral targeting and being placed on top of digital intelligence layers. The whole idea, then, is that every customer interaction becomes a learning event to better tune the experiences of…

Instagram launches Topic Channels in Explore, video chat in Direct & new camera effects

Last month, at the F8 Developers Conference, Facebook made a number of new announcements about coming features for Instagram. Yesterday, the company began rolling out the latest updates, which include bringing video chat to Instagram Direct, a new batch of camera effects and Topic Channels in Explore.The video chat in Instagram Direct will allow up to four people at a time to talk via video as long as they’re already connected in Direct. If a user has blocked or muted someone in Direct, that person will not be able to enter or start a video chat via the platform.The new camera effects include filters designed by Ariana Grande, BuzzFeed, Liza Koshy, Baby Ariel and the NBA. To have access to any of the new effects, users will have to follow the relevant accounts.While the new camera effects and video chat feature are primarily consumer-driven features, the new Topic Channels in Explore will have the greater impact on brands and influencers. Instagram is using Topic Channels to organize …

Google is retiring the AdWords & DoubleClick brands in a major rebranding aimed at simplification

After 18 and 22 years, respectively, the AdWords and DoubleClick brands will soon cease to be. As part of a comprehensive effort to streamline its offerings, Google’s flagship advertising products are getting new names and reorganized to better reflect their current capabilities and where the company sees trajectories for growth. Along with the rebranding, Google is also introducing some new solutions that further the push toward simplifying its advertising offerings.There will now be three primary brands:Google AdWords is now Google Ads.DoubleClick advertiser products and Google Analytics 360 Suite are now under the brand Google Marketing Platform.DoubleClick for Publishers and DoubleClick Ad Exchange are integrated into a new unified platform called Google Ad Manager.What’s under the hood of the products largely isn’t changing. Rather these are primarily name changes that are “indicative of where we have been directing products over the last few years,” said Sridhar Ramaswamy, Googl…

How UX fits into SEO

There is a common misconception that SEO simply involves link building and including relevant keywords in content. While these are two important strategies, search engines consider a lot more than this when ranking websites.Elements of user experience (UX) have been rolled into SEO practices. Is your site fast, secure and mobile-friendly? Do you have quality content that engages users and encourages them to stay on your website? Is your site quick to load and easy to navigate?These are all elements that are considered by Google and other search engines when determining how to rank your website. With that in mind, read on to discover more about how UX fits into search engine optimization.Why UX is important for SEOGoogle has changed considerably over the years. The search engine giant constantly updates its algorithms to ensure users are provided with the best possible results. Each and every update that Google has made has been geared towards providing more user-focused and user-frien…