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Showing posts from August 10, 2018

Quantcast reports more than 90% of visitors to EU domains grant GDPR consent

After all the teeth-gnashing, what if the vast majority of visitors give their consent for use of their personal data under General Data Privacy Regulation (GDPR) rules?That appears to be what’s happening with the Quantcast Choice consent management platform, at least for European Union (EU) domains. The San Francisco-based firm has announced that its platform — which it says is the most widely implemented GDPR consent solution among top US and UK sites — is generating an average consent rate over 90 percent.Although this could be excellent news for the future of GDPR-compliant online marketing and advertising, there are a few caveats.[Read the full article on MarTech Today.]The post Quantcast reports more than 90% of visitors to EU domains grant GDPR consent appeared first on Marketing Land.

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CDPs: Why now?

For much of this century, marketing software vendors have promised “a single view of the customer” or “a single source of truth.”So, why has the category of Customer Data Platforms (CDPs) just recently emerged?In other words, there clearly has been an articulated desire to house all customer-related data in one place, and there certainly was technology to create a single database.What’s different now?[Read the full article on MarTech Today.]The post CDPs: Why now? appeared first on Marketing Land.

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Facebook to reveal who’s behind Pages and their country of origin

In late June, Facebook announced several measures to bring more transparency to Pages and their associated ad campaigns. Those included a new “Info and Ads” button that yielded information on ads run by the Page owner on Facebook and across its various properties and partner networks.Today the company is introducing a companion measure that will seek to prevent bad actors from hiding behind fake or hijacked accounts and require identification of “primary country location” for Pages with large US audiences. (It’s not yet clear precisely what that threshold is.)Facebook will now require people managing Pages to complete an authorization form:Authorization asks people who manage these Pages to secure their account with two-factor authentication and confirm their primary home location. 

If a Page manager requires authorization, they’ll receive a notice at the top of their News Feed to begin the process. This should only take a few minutes to complete.For those required to complete an aut…

How to rev up your page speed for better website performance

Page speed is now a ranking factor on mobile search. That means it’s a critically important component in all of your search engine optimization (SEO) efforts because of its impact on user experience.According to research conducted by Financial Times, a 1-second slower page results in a 5 percent reduction in reader engagement.Google states over half of the visits made to mobile sites are abandoned if it takes more than 3 seconds for the screen to load.The bottom line is simple: Page speed plays a significant role in performance, whether we’re talking about paid or organic search, reader engagement, sales or lead generation.Fortunately, improving page speed isn’t some arcane and mysterious dark art. You won’t need to brew a special potion, summon demons, or sell your soul. You’ll just need to have a decent understanding of certain technologies and invest some good old-fashioned hard work to bring it all together.Establish a baselineThe first step is to establish a baseline. By doing th…

Structuring paid search campaigns: Segmentation vs. aggregation

Structuring paid search campaigns can be an iterative and subjective process, and the path to an “ideal” structure is often paved by best practices and tactical preference.The ultimate goal, however, is achieving a structure that allows for optimal end-user experience while rapidly gathering sufficient data to make informed, efficient optimizations at scale.Marketers have a myriad of levers and automation options to help drive customization, but finding the sweet spot of granularity and data volume can be tricky. Read on to learn how finding the “right” campaign structure for your pay-per-click (PPC) campaigns can transform levels of segmentation.Pitfalls of over-segmentationThere is no doubt highly segmented accounts allow for the most detailed targeting. Bid modifiers and ads are only a few areas that benefit from segmentation. The most segmented accounts allow an individual search term to be mapped to a specific ad, with specific bid modifiers and settings all tailored around that …

5,000+ Martech Tools: What’s a marketer to do?

You’ve seen the martech landscape graphic with 5,000+ logos. You’re adept at marketing automation, data crunching and multichannel campaign analysis. You (think you) know the difference between a CDP, DMP and iPaaS.But the rubber has hit the road: It’s time to take a long, hard look at how to leverage martech and take your marketing operations to the next level.Where do you start?Join us as Scott Brinker and Anand Thaker discuss trends in the martech landscape and how they might impact your marketing efforts. Learn which hot marketing technologies are ready for the mainstream, which are for early adopters and what are the best ways to manage the incredible rate of change in marketing technology.Register today for “5,000+ Martech Tools: What’s a marketer to do?” produced by Digital Marketing Depot and sponsored by the MarTech Conference®.The post 5,000+ Martech Tools: What’s a marketer to do? appeared first on Marketing Land.

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The ultimate guide to using Bing Webmaster Tools – Part 2

Bing Webmaster Tools (BWT) has a lot to offer. Are you ready to dig in to learn more? In this section, I’m going to break down the first four of 10 sections and include an overview of the tools in each.The four sections we will cover here are:My Sites.Dashboards.Configure My Site.Reports & Data.Once you have verified site ownership with BWT, you will be able to start making use of all of the free tools and data in each section. Let’s dig in!Section: My SitesMy Sites allows you to view the sites you have access to and add additional sites to be managed.It provides you with a quick thumbnail of your website, the number of messages in your Message Center inbox and the percentage change for clicks from search, search impressions, pages crawled and pages indexed. From MySites, you can quickly navigate to the dashboard for a site by clicking on it in the table.Section: DashboardsThe Site Dashboard is an easy-to-read snapshot of:Your site’s overall activity.The list of sitemaps that have…

Search trends 2018: what can marketers learn?

Google’s continued dominance as a search giant was evident in its third quarter earnings call, as it grew advertising revenue 18% year over year to $19.8 billion (Alphabet, as a total company, wasn’t too bad either, up 20% in total). Total paid clicks grew 33% year over year, while the cost per click dropped 11%.So, what does this all mean? Simply put, Google is still a dominating force for both consumers, and therefore advertisers. This is an undeniable fact, but what is up for debate is how consumers and brands interact with the results Google returns to consumers.Paid and organic increaseThere have been significant updates over time in an effort to keep up with changing consumer and advertiser demands. This year so far, voice search, local listings, and mobile indexing have been big topics.In an effort to monitor these changes, I have been tracking the search results activity for a number of brands over the past 9 years. I took 50 terms across five verticals to see how many times t…

How to take advantage of Facebook’s Advanced Matching Pixel

Facebook has become a staple within marketing plans across many industries. The ability to reach their enormous user base using behavioral and demographic data allows you to expose your advertisements to an extremely targeted audience.Yet there are even more benefits to advertising on Facebook that many brands are not taking advantage of, perhaps because of a lack of awareness or confusion about its utility. One of those features is the Advanced Matching Pixel.What is the Facebook Advanced Matching Pixel?Facebook has provided its Advanced Matching Pixel since 2016. It gives advertisers the ability to connect their customer data — such as email addresses, phone numbers and other demographic data — to their Facebook campaigns.Prior to this, advertisers couldn’t track whether the audiences they advertised to on Facebook converted or not unless the conversion happened within a browser that also had the Facebook cookie present. But when this launched, it allowed advertisers to connect user…

Marketing Day: Facebook ad policies & content review process, push notifications & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Facebook bans bail bond ads & requires pre-certification for addiction treatment ads
Aug 9, 2018 by Amy Gesenhues All addiction treatment centers will have to be certified by LegitScript to run ads on Facebook, Messenger, Instagram or Facebook’s Audience Network.CDP AgilOne partners with Criteo to prevent wasting ads on an already-sold customer
Aug 9, 2018 by Barry Levine Since it tracks offline purchases as well as online activity, the CDP can tell the remarketer when the sale has already been made.Facebook’s content review policy: How it works, the teams & tech behind the reviews & the results so far
Aug 9, 2018 by Amy Gesenhues Since the infiltration of bad actors plaguing the platform during the 2016 elections, Facebook has prioritized its content review process.How to maximize value from push notifications
Aug 8, 2018 by Sam We…