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Showing posts from August 30, 2018

Learn how to navigate Google’s Comparison Shopping Services

In the European Union, it’s been a tough 12 months for Google. But for every cloud, a silver lining. Mounting pressure (and a record fine from the EU for being anticompetitive) has triggered an unexpected, short-term boon for retailers.Found to favor its own services on the main search results page (SERP), Google responded with lower CPCs – and rebates – to qualified advertisers who use its new Comparison Shopping format.That said, the scheme carries significant risks. Minefields are everywhere.From scarce data issues to rampant bid inflation: retailers should be wary. Join Andreas Reiffen from Crealytics as he explains how to properly set up a Comparison Shopping Services program to avoid these pitfalls and maximize the opportunity given to EU advertisers.Register today for “Google, the EU, and Comparative Shopping Services: Minefields (and Opportunity) Everywhere!” produced by Digital Marketing Depot and sponsored by Crealytics.The post Learn how to navigate Google’s Comparison Shop…

There is no reason to manage bids manually

Bid management is not traditionally thought to be part of a marketing job so why do so many search marketers manage a handful of bids? How did bid management creep into the job description?I believe the task rose out of necessity because when pay-per-click (PPC) took off in the early 2000s, ad platforms spoke a different language than their advertisers. Where AdWords (now Google Ads) wanted advertisers to set a maximum cost per click (CPC), the companies advertisers represented were more concerned with driving visibility, making sales and getting leads.  These were things better defined through a target rank, cost per acquisition (CPA) or return on advertising spend (ROAS).To bridge the disconnect, the people managing the accounts had to do the math to convert business goals into the type of bids Google needed. And that’s why managing bids became a core part of search marketing.Fast forward 18 years and I feel it’s time to stop managing bids manually. In this post, I’ll cover the easi…

Why following SEO trends guarantees SEO budget waste.

Search engine optimization (SEO) can have a strong impact on a business, driving revenue and profits. Other times, it’s frustrating and fruitless and feels like you’re pouring money down the drain.A lot of content has been published on the virtues of SEO and why you should use it, but few have been published on what happens when SEO turns out to be a waste of resources. Let’s look at the pros and cons of investing in SEO, what you can do to work around some issues and when it might be best to cut your losses.No developer means no SEOImportant SEO initiatives, such as an audit, need a developer to take it from being an average audit to a great one.  Without a developer, there is little point in doing an SEO audit unless you want the audit to be very basic. Without developers and/or a budget to hire them, SEO can be put on hold.BudgetsSEO budgets are always an issue. Sometimes only a limited budget is available and, at other times, there may be too much of the budget left over at the e…

A kickback stampede: Why Google’s EU comparison shopping program may carry risk

Cast your mind back to June 2017. The birds sang, the sun shone and Google received a record-breaking fine of €2.4 billion ($2.8 billion).But why, exactly? In a verdict that provoked differing opinions, European Union (EU) regulators ruled when it came to its search results pages, Google favored its own search results over other comparison shopping services (CSS). Comparison shopping services such as Kelkoo or Shopzilla operate by aggregating online retailers’ product offers.Originally the search engine giant limited comparison shopping services to showing text ads only. Following their complaints, however, Google made it technically possible for them to show product ads. But this changed nothing for the CSS providers, as retailers saw no benefit in an additional intermediary. Further pressure followed, culminating in the eye-raising penalty and an antitrust order that Alphabet’s subsidiary do more to even things up.The Shopping platform is big business for Google. Top retailers pump …

IBM Michael Trapani: AI may never understand a great meal, but it understands performance

“How AI will let us be marketers again.”That’s the topic that IBM Global Product Marketing Leader for IBM Watson Michael Trapani will tackle at our MarTech Conference in Boston in early October.Like a good sidekick, artificial intelligence (AI) now and in the future can tackle all the dreary — and impossibly complex — tasks so that marketers can get back to the fun stuff, like creating campaign stories or orchestrating a groundswell of demand for a new product.But, I recently asked Trapani, where are the limits for AI in marketing?[Read the full article on MarTech Today.]The post IBM Michael Trapani: AI may never understand a great meal, but it understands performance appeared first on Marketing Land.

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Google expands Assistant device network, adds polyglot support

Google Assistant devices have an advantage over Echo in international markets. Seeking to capitalize and expand on that, the company is expanding multilingual support and announcing a raft of new partners.Among the laundry list of announcements, users will now be able to switch between languages interchangeably. Google calls this “a first-of-its-kind feature only available on the Assistant.” Announced at European tech trade show IFA, the company says the Assistant will be able to understand “any pair of languages within English, German, French, Spanish, Italian, and Japanese.”Google also announced new third party smart displays and new smart speaker partners. In the latter category are speakers from Bang & Olufsen, Blaupunkt, Harman Kardon, Kygo, Polaroid and others. Google’s own Home Max speaker is also now available in the UK, France and Germany. Smart display makers include JBL and LG, in addition to the existing Lenovo device already in the market. Google is rumored to be read…

Without identity, retailer ad retargeting misses the mark

Are we there yet?”As any parent who has endured a summer road trip with young, easily bored children can attest, there is no question more annoying. Especially after hearing it repeated ten times… within the first half hour.Sound familiar?If you’re a retail marketer, it should. Because as much as you love retargeting, long the KPI darling on most retailers’ media plans, repeatedly sending the same customers the same ads — no matter how far along on their buyer journeys — can really annoy them. It may be enough to drive them away.In a recent survey of US digital shoppers and retailers conducted by Nanigans, 77% of consumers say they receive too many retargeting ads from the same retailer and 88% complain they still receive retargeting ads for products they’ve already bought. Not surprisingly, 57% claim retargeting ads do not persuade them to buy.What is surprising is that most retailers already know this. In this same study, 83% of retail marketers said they believe they would achieve…

Pandora rolls out new Dynamic, Sequential and Short-Form Audio ads

Innovation in audio ad formats doesn’t come around very often. Until now, just about the only variable has been how long they run, with :15s and :30s dominating the audio ad landscape.Today Pandora has changed that.The audio platform unveiled new audio ad capabilities on Tuesday, and it says it’s the first to test them at scale.[Read the full article on MarTech Today.]The post Pandora rolls out new Dynamic, Sequential and Short-Form Audio ads appeared first on Marketing Land.

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4 warning signs AdSense is ruining your contextual advertising strategy

In the dark ages of the SEO era, when bloggers and webmasters were still familiarizing themselves with the process and its functionality, certain tactics and strategies had become industry standards.The era I’m talking about is the one where Google AdSense was heavily built into the foundation of a blogger’s strategy. The “legacy” tactics associated with this approach can still be found in the way modern publishers think about SEO and branding strategy. However, AdSense’s limited customizability can hold back publishers. This needs be addressed and rooted out.Before assuming AdSense is the best monetization partner for you, consider these four warning signs. If you’re guilty of practicing any of these points, it’s time you re-evaluated your monetization partner and strategy.1. You haven’t considered other platformsIt’s no secret that AdSense as a standalone monetization stream isn’t enough to earn substantial revenue. Most solopreneurs that still operate in the “blogosphere” have unde…

Facebook opens up video ad opportunities to more creators as it takes Watch global

Facebook is taking its video hub Watch global, but even bigger news for its video creators: it is now launching Ad Breaks across five markets — the US, UK Ireland, New Zealand and Australia. The company is also rolling out its Creator Studio globally, the video management tool that includes video performance metrics.Monetizing video with 15-second Ad BreaksPages within the designated countries that have 10,000 or more followers and have been able to generate 30,000 one-minute video views in total over the past two months will now be able to monetize their videos with the expanded release of Ad Breaks. In September, Ad Breaks will be extended to 21 more countries, including Argentina, Chile, Ecuador, France, Germany, Spain and Mexico.The in-stream ad unit runs up to 15-seconds long and includes both pre-roll and mid-roll formats, in addition to image ads displayed directly below the video, with publishers and creators earning a share of the ad revenue. Facebook has created an auto-inse…

Marketing Day: Facebook testing headlines, win a ticket to SMX, Instagram fights fake & 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 is letting 5 publishers test headlines, images, copy in organic posts
Aug 29, 2018 by Amy Gesenhues
The company says it wants to provide publishers with more visibility into how their organic content is performing.Don’t take it from us. Here’s what SMX attendees say!
Aug 29, 2018 by Marketing Land
Attending a conference is an investment. You expect sessions, keynotes and clinics that unearth tactical nuggets you’ll implement to launch or improve your marketing efforts. Search Marketing Expo – SMX® East is an intense, 2-day search marketing deep dive. You’ll learn brand-safe, actionable tactics from leading SEO and SEM experts.This SEO nerd says its OK to ask for links
Aug 29, 2018 by Andrew Dennis
Contributor Andrew Dennis shares recent tweets made by Google public Search Liaison Danny Sullivan and looks at how they’ve helped SEOs get …

Facebook is letting 5 publishers test headlines, images, copy in organic posts

Facebook is running a test with a very limited group of publishers, giving them the ability to test different variations of headlines, images, videos and copy in their Facebook posts to see which perform better.The tool allows publishers to test up to four different versions of an organic post, according to Digiday who first reported the story, and offers interaction data and click through rates in real-time on the each version tested. Right now only five publishers — located both in and outside of the US — have access to the publishing tool.BuzzFeed News, one of the publishers trying it out, told Digiday that the tests have helped validate its assumptions about how to optimize stories on Facebook — but that it hasn’t been a game changer.“This comes as everyone’s traffic on Facebook has gone down a lot, so it’s good to be able to get the most out of our posts, but we’re still getting a lot less,” said BuzzFeed news deputy director, Fran Berkman.A Facebook spokesperson sent Marketing L…