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Showing posts from September 13, 2018
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How keyword match types work after the new close match variants change

As reported here on Search Engine Land last week, Google is in the process of further broadening the meaning of ‘exact match’ keywords. Based on a 2014 change, these keywords could already be expanded to include singular, plural and misspellings of the exact match keyword.Last year, Google allowed function words to be added in the query and the word order to be changed. Now Google will further expand ‘close variants’ exact match keywords so ads can be shown for searches with the same intent.Through improvements in its machine learning algorithms, Google claims it can now better classify the intent of a query. When it finds the intent is basically the same as that of an exact match keyword, the ad may be shown even though the usual conditions of when this match type is allowed to trigger an ad are not met.We’ve now gotten pretty far away from the old days when we could rely on match types to help restrict when our ads would be shown. It’s no surprise there is a lot of chatter around wh…

How to get your digital marketing organized and motivated

One thing that causes many businesses abandon efforts to succeed in online marketing is that it’s extremely overwhelming.How many SEO reports have you seen? I’ve seen hundreds of them. They may be indepth, insightful and totally to the point but very few of them are organized to the point when they can be actually actionable or useful.In many cases even bigger businesses with large in-house marketing teams give up on an idea to ever get digital marketing organized. There’s usually a well-defined goal and even a solid strategy but there’s rarely an actionable step-by-step actionable roadmap that would allow that strategy to ever be realized.The thing is, digital marketing can be quite overwhelming: There are too many interconnected pieces to put together and there are too many simultaneous processes to keep an eye on, especially prior and during the launch or a project or a new campaign.I am a big believer in getting organized, so here are a few tools for you to go from planning into i…

To demystify location data, Unacast offers ‘Clear View Transparency Pledge’

Location data has become an increasingly valuable asset to marketers. Using offline behavior and movements (like a “cookie for the real-world”), it can identify audiences, provide operational and competitive insights and identify which campaigns and channels have driven actual store visits and even sales.But it can also be inaccurate and, as with programmatic, it’s often sold in a kind of black box. Marketers are asked to trust that the data are as they’ve been represented. Thomas Walle, CEO of location data platform Unacast says, “The industry represents the data as mostly deterministic and accurate.”But he says the industry is “overselling its capabilities.” There’s a great deal of inaccuracy in the location information being passed by many of the sources. Many location data providers will paradoxically represent that they “throw out” 75 percent of the location signals they receive — to suggest the integrity of their own data.Location is captured though GPS, WiFi signals, cell-tower…

The Ultimate BlogVault Plugin Guide To Automated Backup Of WordPress

What according to you is a blogger’s or a WordPress user’s biggest fear?My biggest fear is losing years of work due to the server failure or a malware!Believe it or not, it has happened to many, and surprisingly, the solution is pretty easy.All you need is a backup system which takes an automatic and timely backup of your entire website. And in times a catastrophic event as mentioned above, the backup becomes the most valuable investment you will have ever made.In the WordPress ecosystem, there are only a few reliable solutions which ensure that the backup works. BlogVault is one such popular service that lives up to the expectation.I have shared the detailed features of BlogVault below, but for now, let’s learn to set up an enterprise grade automated backup using this popular WordPress backup solution.It doesn’t matter if you are a blogger, a freelancer, a web agency or anyone else. As long as you are using WordPress, you should have a backup system to safeguard yourself in the event…

4 lessons learned from 200,000 Amazon beauty, personal care product pages

Nearly 70 percent of consumers say they search for and purchase beauty and personal products on Amazon.This will come as no surprise to anyone watching or involved in the space.  Increasingly, consumers have been opting for digital convenience from the beauty and personal products category. As new models disrupt the space, from subscribe and save options, digital-native vertical brands, and Amazon’s private label Basic Care products, it seems established brands have been hit the hardest when it comes to losing market share.Given the importance of your digital shelf performance, and the rapid pace of Amazon’s dominance of the consumables market overall, I took a close look at what was winning on the website as part of my work at my company Salsify. As in many markets, the tactics to successfully sell beauty and personal care on Amazon differ slightly depending on the price point.But after analyzing more than 200,000 product pages on Amazon, I noted four overarching lessons. Many produc…

Gartner’s Andrew Frank: Third-party validation of brands, content is coming

In five years, a video player will show some indicator, like a star, that validates the brand video as genuine by a third-party decentralized service.So predicts Gartner VP/Distinguished Analyst Andrew Frank, who will delve into the topic of “How GDPR, privacy, identity and blockchain are shaping the next wave in martech evolution” at our MarTech Conference next month in Boston.In an interview, Frank pointed to Truepic and Prover as two blockchain-based companies that now offer authentication of photos and video, including user-generated content.He sees blockchain as a key part of the solution to the “crisis of trust, in its early stages, [that is now] sweeping the world.” That crisis is taking many forms, such as brands’ concern that their programmatically-delivered video ad will end up in, say, an Isis recruiting video.[Read the full article on MarTech Today.]The post Gartner’s Andrew Frank: Third-party validation of brands, content is coming appeared first on Marketing Land.

via Ma…

Smaato report finds post-GDPR spike in CPMs for non-targeted mobile ads

Whatever the long-term effects of the General Data Protection Regulation (GDPR), the short-term effects include a boost in effective CPMs for non-targeted mobile ad inventory.That’s a key finding in a recent report from mobile ad platform Smaato, “Global Trends in Mobile Advertising,” based on trillions of ad requests through its platform. In the Americas, for instance, prices for non-targeted ad impressions increased 59 percent in the period from April 1 to June 30, which includes the May 25 implementation launch for GDPR.Why would rates for inventory of publishers in the Americas — mostly premium US publishers — increase because of GDPR? In their immediate response to the new regulation, US publishers pulled back inventory targeted at users’ data, especially for users with European IP addresses or with unknown origination. GDPR applies to any European Union visitors, regardless of where the publisher is.[Read the full article on MarTech Today.]The post Smaato report finds post-GDPR …

iOS 12 release gives users more power, marketers more options

On September 17, Apple will release iOS 12, a big update to its mobile operating system that’s packed with a lot of useful user features that are also a boon to marketers.Let’s dig right in.Changes to notifications make it easier for users to opt in — and opt out.
The update gives users more control overall — adding new modes to Do Not Disturb and offering users ways to manage their time online. But those changes give marketers a real opportunity to better engage with their customers, according to Mike Herrick, senior vice president of product and engineering at customer engagement company Urban Airship.In iOS 12, users can control how notifications are delivered. Notifications will be grouped by app instead of chronologically. And users will able to choose what type of delivery they want — prominent, which displays on the home screen with an audible alert; quiet, which slips into the user’s notification center without an alert; or none.Mockups provided by Urban Airship Herrick says t…

Marketing Day: Google location tracking under investigation, AppleEvent, federal data privacy laws & 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:Report: Arizona attorney general investigating Google location tracking
Sep 12, 2018 by Greg Sterling
Arizona becomes the first in what may be a round of new state investigations of data usage and privacy targeting big tech companies.Stella Artois ‘Ultimate Connected Device’ ad offers #AppleEvent fans another option
Sep 12, 2018 by Amy Gesenhues
Lara Krug, the brand’s VP, says the spot was inspired by the conflicting need to acquire new technology while simultaneously wanting to do a digital detox.Top tech firms call for pro-business updates to federal data privacy laws
Sep 12, 2018 by Robin Kurzer
The companies are hoping that a federal law will override state rules like California’s recently-passed pro-consumer legislation.Guide to the top marketing automation platforms
Sep 12, 2018 by Digital Marketing Depot
Regardless of your company’s size…

Report: Arizona attorney general investigating Google location tracking

Roughly a month ago AP reported that Google continues to collect location data when ‘Location History’ is turned off.  The company acknowledged this and subsequently updated its help pages to clarify for users.Google uses location data for a number of purposes, including personalization, ad targeting and attribution.The initial AP report apparently sparked an investigation by the Arizona attorney general’s (AG) office into location and privacy. An Arizona AG spokesperson told the Washington Post that the state had been considering investigating tech companies and consumer privacy prior to the appearance of the report. It’s not clear whether Facebook or other companies beyond Google are targeted.Arizona law also provides a private right of action for instances of “consumer deception” and fines of up to $10,000 per incident. That penalty scheme could expose Google to significant potential liability.Google also faces a number of other investigations and potential investigations on privac…

Stella Artois ‘Ultimate Connected Device’ ad offers #AppleEvent fans another option

Stella Artois, one of Anheuser Busch’s imported beer brands, is doing its best to hijack Apple’s media push today. The brand released a “Meet the Ultimate Connected Device” 60-second spot on YouTube and will be running a targeted distribution campaign on Facebook as Apple hosts its event to roll-out the latest versions of its iPhone and Apple Watch.Instead of the high-tech perks being offered with Apple’s new iOS 12 or Apple Watch Series 4, Stella Artois is putting a spotlight on the brand’s chalice — demonstrating how it is: 100 percent wireless, touch activated, easy to recharge and comes with the smoothest swipe performance ever.“Designed for human facetime… To make better connections,” reads the overlay as the video transitions to a group having what looks like a lot fun over a few frosty ones.Lara Krug, Stella Artois’s vice president, said the creative behind the ad was inspired by the conflicting drives of consumers wanting new technology, while also lamenting the need to detach…