Skip to main content

Posts

Showing posts from October 10, 2018
Instapage

Facebook unveils new ad effectiveness tool for Marketing Partners

Facebook is currently testing its new Creative Compass tool. Facebook unveiled a diagnostic tool for agency partners in its Facebook Marketing Partners (FMP) program and announced that it is expanding the FMP program to consultants and smaller agencies.The announcements came during Facebook’s annual Global Partner Summit in New York Wednesday. FMPs are vendors vetted by Facebook to help advertisers in the areas of ad technology, community management, creative platforms, small business solutions, offline conversions and measurement.Why you should careThe new diagnostic tool for agency partners, called Creative Compass, is designed to better measure the impact of ad creatives. The tool provides a score card of elements such as visual aspects and brand association and message comprehension to help them understand how likely people in their audiences are to take action after seeing an ad.Measurement beyond click-throughs and conversions continues to be a challenge for advertisers. Facebook…

Why Google’s Home Hub could outsell Echo Show, other smart displays

Yesterday at Google’s hardware event, it introduced a number of new devices. Among them, the anticipated Pixel 3 and 3XL handsets, a new Chrome OS tablet and the new smart display called Home Hub. The new Home device joins the original Home, Home Mini and Home Max.Home Hub beats Echo Show by $80. Home Hub is the first Home device with a (7-inch) screen and it will compete Echo Show, Facebook Portal and other Google Assistant powered smart displays. Home Hub has two factors strongly in its favor: the Google brand and the fact that it’s selling for $149, which is $80 cheaper than Echo Show second generation.Echo Show has received mixed reviews. This device may compel Amazon to reduce prices on Show or quickly modify it to improve the overall experience. Home Hub also can show YouTube videos, which Show cannot — this has been a source of conflict between the two companies.On price and functionality, Home Hub is poised to succeed and outsell all other smart displays, including those from …

A cheat sheet to Google algorithm updates from 2011 to 2018

Google makes changes to its ranking algorithm almost every day. Sometimes we know about them, sometimes we don’t. Some of them remain unnoticed, others turn the SERPs upside down. So, this cheat sheet contains the most important algorithm updates of the recent years alongside battle-proven advice on how to optimize for these updates.PandaIt all started changing in 2011 when Google introduced its first ever Panda algorithm update, the purpose of which was to improve the quality of search results by down-ranking low quality content. This is how Panda marked the beginning of Google’s war against grey-hat SEO. For 5 long years it had been a separate part of a wider search algorithm until 2016 when Panda became part of Google’s core algorithm. As stated by Google, this was done because the search engine doesn’t expect to make major changes to it anymore.Main Focusduplicate contentkeyword stuffingthin contentuser-generated spamirrelevant contentBest PracticeThe very first thing to focus you…

Google appeals record $5 billion EU antitrust Android fine

Earlier today Google filed an appeal of the European Commission’s (EC’s) record €4.3 billion (roughly $5 billion) antitrust fine. The fine was imposed in July because of Google Play app pre-install requirements.Claim is that Google tying apps to Android. The EC saw the practice of requiring handset makers to pre-install certain Google apps as “an abuse of market position” (akin to tying). By contrast, Google argued at the time in a blog post that the practice is beneficial to the ecosystem and enables the company to offer the Android OS for free. Google was given 90 days to change how it did business with phone makers or face additional fines.Google said, as soon as the fine was imposed, that it would appeal the decision.More consumer choice at lower cost. In the appeal, among other things, Google will argue that its practices offer consumers more choice at lower cost. The EC has alleged that Google’s practices harm competitors in multiple ways and give Google’s own apps an unfair adv…

Digital Element launches the ‘first IP-to-Point of Interest’ database

Graphic by Digital Element. (Click to enlarge.) Location data is most useful when it can tell advertisers the proximity of physical locations to potential customers.To better accomplish that task, geo-location data provider Digital Element is out with its new NetAcuity Point of Interest (POI) database. The Atlanta-based company says this is the first such IP address-to-POI database.POIs and IP addresses. It contains millions of physical locations in the US and Canada, EVP Rob Friedman and co-founder told me, pinpointed via longitude/latitude coordinates and obtained from various location data providers, such as Infogroup. The locations include restaurants, shopping centers, movie theaters, historical landmarks and so on.IP addresses include static ones, such as those on fixed wireless or cellular data spots, as well as dynamic addresses that change quickly as signals are handed off between towers. Friedman said that Digital Element has years of experience with the location of these dyn…

Adobe completes Magento integration, aims to ‘make every moment shoppable’

In May, Adobe bought open source commerce platform Magento, creating a Commerce Cloud. On Tuesday, Adobe unveiled how it is integrating Magento into its Experience Cloud.In Adobe’s sky, there are clouds that contain other clouds. So, the Experience Cloud contains the Marketing Cloud, the Analytics Cloud, the Advertising Cloud — and, with the acquisition, the Magento Commerce Cloud.From the acquisition announcement until now, director of commerce strategy Errol Denger says, there was an integration layer between Commerce Cloud and its fellow clouds, but “now we’re solidifying the integration” with new features.Here’s a rundown of what’s new:If you want to create a cart promotion, for instance, you can now work within the Marketing Cloud’s Adobe Experience Manager (AEM) content management system to access Magento. And, if you want to personalize a buying experience, the new Magento integration can utilize Adobe Target for, say, checking inventory or directing certain offers to a given c…

Marketing Day: Marketers react to Facebook Portal, Write better email subject lines, Video ads stats

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:What marketers are saying about Facebook’s new Portal video chat devices
Oct 9, 2018 by Robin Kurzer
Some marketers see opportunity — even if they don’t quite know what that is yet.SMX East kicks off in 2 weeks! Join us for actionable SEO & SEM tactics
Oct 9, 2018 by Marketing Land
Attend the search marketing conference programmed by the industry’s leading experts… the editors and contributors at Search Engine Land. Join us at SMX® East October 24-25 in NYC for tactic-rich SEO and SEM sessions, inspirational keynotes, networking, hands-on clinics, and a rewarding conference experience. View rates and register today! Tactics you’ll use to drive traffic, boost […]Why nothing matters more than your email’s subject line
Oct 9, 2018 by Len Shneyder
Here’s how to craft a subject line that gets your email opened and, even better, opens your custom…

What marketers are saying about Facebook’s new Portal video chat devices

Facebook unveiled its long-anticipated foray into hardware Monday with the announcement of its twin video chat devices, Portal and Portal+, available in November.The devices use artificial intelligence (AI) to create a more interactive, realistic chat experience that reacts to callers’ movements by automatically panning in and zooming out, and adjusting sound levels. The Portals also include Amazon’s voice-controlled Alexa, positioning the devices firmly as a competitor to other smart speaker devices like Google Home and Apple’s HomePod.Marketers are on the sidelines, for now. As with most news around voice, marketers see opportunity — even if they don’t quite know what that is yet.Darin Archer, chief marketing officer of e-commerce solutions provider Elastic Path, said, “As marketers, we’ve been trying to get into the living room for a long time.”“It feels like the smart home is on its way to being normal,” Archer said. “I think the challenge will be in figuring out how and/or when t…