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Showing posts from September 7, 2018

Facebook renames Canvas ads ‘Instant Experience’ ads, gives them pixel capabilities

Facebook is renaming its Canvas ads, now calling the mobile ad unit “Instant Experience” ads and is building out pixel capabilities around the newly named ad product.“We are also introducing new ways for businesses to understand their customer’ progression from seeing an Instant Experience to completing a purchase, and opening new opportunities for businesses to re-engage with those customers,” writes Facebook on its business blog.The Instant Experience Ads will now automatically be attached to Facebook Pixel, making it possible for advertisers who use the Pixel on their website to re-engage with site visitors that interacted with the ads on Facebook.Facebook is also allowing advertisers to embed third-party pixels in their Instant Experience ads to track campaign performance and compare against other campaigns using their choice of analytic tools.The Instant Experience ads include a new Instant Form template that makes it easy for anyone engaging with the ad to submit their contact i…

What Google’s E-A-T score means for ecommerce

Google updated their search quality rating guidelines in July. These rating guidelines, which you can view here, are used by humans to rate the quality of web pages as search results for specific queries. These ratings are used to guide how Google’s search engineers improve their search engine.Soon after the update to the guidelines, Google introduced a broad core algorithm update circa August 1st, most likely to ensure that the search engine was returning results that reflected the changes to its guidelines.One of the most important changes to the guidelines was a greater focus on Expertise, Authority, and Trustworthiness (E-A-T), as well as a focus on applying this to individual authors—not just brands or web pages.E-A-T is important for the ecommerce industry because shopping pages are considered by the rater guidelines to be “Your Money or Your Life” (YMYL) pages, and these types of pages are held to the highest quality standards. For that reason they are also expected to have the…

Find anomalies in your campaign spending with this Google Ads script

Have you ever had a campaign spend a touch more than expected and taken a too long to spot it? No one likes to catch their campaigns underspending, let alone overspending, but even pay-per-click (PPC) superheroes aren’t entirely infallible. If a change or issue pops up, it’s best to be warned about it sooner rather than later!Here’s a customizable script that will let you check for unusual behavior in your account by finding changes in spending. It takes the average spend of individual campaigns during a selected time period and compares it to the spend on the day the script runs. If the spend on the current day is higher than it was by a specified percentage, it will send out an alert email.There are many ways to modify this script to satisfy your needs. For example, you can tell the script what percentage change threshold should be met so an email alert is sent. This way, you will know when there is an increase or decrease in spending.  You can choose the number of days the script c…

6 ways the August core algorithm update impacted local business

At Sterling Sky (my company), we only work in the small business (SMB) market, so we were particularly interested in seeing how Google’s recent algorithm update impacted local search.I’ve spent the last few weeks analyzing dozens of sites in depth, diving into ranking charts and before-and-after screen shots to see exactly what changed with this recent update. Below are the top six things I’ve noticed as a result of the update.Keep in mind these are observations based on my audits and findings. Since I only analyzed sites optimized for local SEO, these findings are very specific to local businesses or sites ranking for local terms such as “plumber Seattle.”I was careful to only include items I saw multiple times across numerous sites and industries I analyzed. I try to give examples to help illustrate my points but wanted to make it clear there were tons of similar examples in my findings that showed the same thing.1. This update was not related to linksAs far as we can tell, this upd…

Marketing Day: Senate grills Facebook and Twitter (again), Google spoofed by fake Russian trolls & 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:Virtual reality enters its ‘trough of despair’ as shipments decline
Sep 6, 2018 by Greg Sterling
It wouldn’t be fair to say “VR is dead,” but from a consumer electronics perspective it’s not far.Facebook, Twitter grilled by Senate committee; Dorsey says company may label bots
Sep 6, 2018 by Amy Gesenhues
While Facebook’s Sheryl Sandberg and Twitter’s Jack Dorsey had very little new information to share, that could be both a blessing or a curse for advertisers.Using Voice Search to Transform Your Local Search Strategy
Sep 6, 2018 by Digital Marketing Depot
More than 43 million people in the U.S. now own a smart speaker, and, as of January 2018, there were an estimated one billion voice searches per month. Now is the time to put your Voice Engine Optimization (VEO) strategy in place.As Google opts out of Senate Intelligence hearings, group sets u…

Making potential customers happy: How to nurture the best possible leads

Customer-centric marketing must absolutely deliver one thing: value.Here’s why. A recent report from The Radicati Group reports 124 business emails are sent a day!That number is slightly smaller for consumers, but when you take into account that most consumers juggle a work email address along with their personal address(es), you start to get a picture of the sheer volume of emails we’re inundated with daily.To cut through that clutter, email has to deliver value, and that value has to translate into meaningful engagements at every stage of attracting, engaging and nurturing someone through the content funnel. Take off your marketing hat for a moment and consider what motivates you when you see an advertisement or hear an elevator pitch. The natural question is “Do I need this?” If it isn’t a matter of need but rather desire, then the question becomes “Do I want this?”Waiting in the wings is a third question that may or may not be consciously uttered: “Is there value in this?” As a mo…

Virtual reality enters its ‘trough of despair’ as shipments decline

According to analyst firm International Data Corporation (IDC), global shipments of virtual reality (VR) headsets were down about 34 percent year over year in the second quarter. The company put a brave face on the decline saying, “IDC expects this to be a temporary setback as the VR market finds its legs.”The firm had predicted strong growth in 2018, earlier this year.When Facebook bought Oculus in 2014 for $2 billion in stock and cash, CEO Mark Zuckerberg said, “Oculus has the chance to create the most social platform ever, and change the way we work, play and communicate.” However there’s little indication that mainstream consumers are interested in virtual reality. All available data, including IDC’s, points to declining interest. In the “hype cycle” of startups and new technologies, one might say VR has entered (depending on your preference) the trough of despair or sorrow or disillusionment.This implies that there will be slow growth ahead — the “slope of enlightenment” — as mar…