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Showing posts from November 6, 2018
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LinkedIn reorients Campaign Manager with objective-based campaign workflow

LinkedIn Campaign Manager’s ad preview feature. LinkedIn updated the reporting interface for its Campaign Manager in July. Now, it’s updating the campaign creation part of Campaign Manager. The company announce a new objective-based campaign workflow on Monday, that includes new ad forecasting and preview features.Why marketers should careAs has become common in other ad platforms (Facebook, Google, Quora, etc.), the new set up process in LinkedIn Campaign Manager starts from a campaign objective perspective, rather than having advertisers start by choosing an ad format.“We have ‘flipped’ the entire experience — instead of beginning your campaign creation process with a series of products to choose from (Sponsored Content, Text Ads, etc), advertisers are now asked to define their goals and objectives for their campaign (website visits, engagement, conversions) and our UI guides the user to build out their campaigns from there,” says a LinkedIn spokesperson.Starting this month, advertis…

Why the SaaS model is right for programmatic

Bid caching and bid stacking practices have sparked a debate on the supply side, with several platforms recently signing a joint letter on guiding principles for the programmatic marketplace. This is a conversation the industry has found itself in before. It was only two years ago when the Association of National Advertisers released their scathing report that had advertisers and agencies taking the issue of transparency around the media buying process a lot more seriously. The recent launch of FBI investigations into undisclosed rebates and incentives brings about more doubt and consternation. Trust within the advertising and marketing industry is clearly eroding, and it needs to be brought back.This overall lack of trust has ultimately driven many advertisers to bring their programmatic media buying in-house and reevaluate their partnerships on all levels. In a 2017 survey by the ANA, 35 percent of advertisers said they expanded their in-house programmatic capabilities—more than dou…

Branded search vs direct search: How to optimize for brand-driven queries

So you have built a brand, large enough for it to be searched on Google? Now, how well are you ranking for all those branded queries?A few days ago Joy Hawkins posted a very insightful thread distinguishing between two important brand-driven search queries:Branded searches are searches for brands that you sell (even if it’s a part of your business name) that returns a list of results.Direct searches are searches for your specific location that return a Knowledge Panel (also referred to as “Authoritative OneBox”).For example, [State Farm] search triggers local-three-pack results. That’s a branded search:[State Farm Shannon Barr] returns a knowledge graph: That is a direct search:This classification makes your local search optimization strategy much more clearer and better organized:Create and optimize your third-party brand assets to dominate as many results for your direct search results as you canCollect all your branded search queries and create the optimization strategy to rank hig…

Tips for using the new Google Ads interface

Google is in the process of rolling out their new Google Ads interface. This is the second time Google has said they’d roll out the update and this time they mean it! In this article, I’ll talk about some of my likes, dislikes and general experiences with the new interface.Here are some initial comments to get us started:1. Schedule time to adjust to the new interface. As a newbie, I gave myself double the amount of time to complete tasks. In my case, it took me 3 to 4 days to adjust to where things were. I felt comfortable (and completed tasks much faster) after working in the new interface for about a week.2. More clicking in the new interface. I’m not sure if it’s because I’m not accustomed to it or because it’s less intuitive, but I feel it takes more time to pull data/complete tasks. In the old interface, I felt like I could look in a few places and get a really good feel for accounts. What I needed was seamlessly incorporated into my flow as navigation was along the top of the p…

Study finds decline in ‘trust’ costs corporations billions in profits

It turns out that trust has a dollar value for corporations; a loss of trust can impact corporate growth and profitability. Accenture has published a provocative new study that seeks to quantify the monetary impact of a decline in trust — and it’s in the billions.Loss of trust = loss of revenue. The company created what it calls a “Strategy Competitive Agility Index.” It scored 7,000 companies on multiple criteria, including growth, profitability, sustainability and trust. Accenture observed that there had been a decline in trust across more than half the companies it was tracking:Fifty-four percent of the companies examined experienced a “material drop in trust” at some point during the past two and a half years, the study found. The average company that experienced a drop in trust also saw their Competitive Agility Index score fall by two points. Each point of decline means significant revenues are at stake.Accenture found that across the 54 percent of companies in the sample that e…

Screen6 launches idSync to replace cookie syncing

Amsterdam-based Screen6, a provider of cross-device identity graphs, is out with a new solution that it says can help solve the problem of cookie matching — but without cookies.Called idSync, it analyzes four of the twenty or so attributes conveyed by a device when it pings a server: time stamp, the operating system and hardware (user agent), the IP address and the device ID, if there is one. The attributes are part of event-level data issued in a server call during such events as a page load, a request for an ad bid, an ad impression, a click and so on.Not just for computers with browsers. Screen6’s proprietary algorithm can identify a given user across different server calls, Chief Strategy Office Keith Petri said, with an accuracy of 90 percent or better.He said this technique was developed as part of the company’s cross-device identification solution, which finds the devices — such as a tablet, smartphone and laptop — that are owned by the same individual. In addition to browsers …

Company execs could go to jail for misusing data under proposed U.S. data privacy law

U.S. Senator Ron Wyden (D-OR) released a draft of federal privacy legislation on Thursday that would impose harsh penalties on senior executives of companies that misuse consumer data.With fines up to 4 percent of a company’s annual revenue, Wyden’s Consumer Data Protection Act [pdf] mirrors elements of Europe’s General Data Protection Regulation (GDPR), which also assess fees of up to €20 million, or 4 percent of company’s revenue, whichever is higher.But Wyden’s bill goes even farther, suggesting a penalty of 10 to 20 years in jail for senior executives who fail to follow the rules. It also requires companies to assess their data-processing algorithms to determine their impact on accuracy, fairness, bias, discrimination, privacy, and security.Wyden said that “today’s economy is a giant vacuum for your personal information – everything you read, everywhere you go, everything you buy and everyone you talk to is sucked up in a corporation’s database. But individual Americans know far t…

Stop monthly newsletters: Learn how to make the most of your email list

Your email list is one of your most prized possessions.With users becoming increasingly skeptical of subscription pop-ups and “freebie” opt-ins, getting people to join your list has been difficult for business owners and marketers alike. Once you find a method that works and can grow your list over time, you want to be sure that you are putting that list to good use.Unfortunately, you may be finding that your monthly newsletters or even weekly updates are ending up dead on arrival. That is, open rates on your emails are low, click-throughs are even lower, and you don’t see near the number of sales you expected.The “aha!” moment here is that your email marketing, like every other channel, involves a strategy. If your approach isn’t research-based or purpose-driven, you are sending stale content to a lukewarm audience (at best), and aren’t making the most of that fantastic list you worked so hard to build.Let’s chat about how to take a more intentional, strategic approach to email marke…

Marketing Day: Pinterest’s new CMO, Facebook’s holiday pop-up stores, Jet.com custom shops

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:Pinterest names Andréa Mallard as the company’s first CMO
Nov 5, 2018 by Amy Gesenhues
Before joining Pinterest, Mallard served as the CMO for Gap Athleta.Why does structured data matter for SEO?
Nov 5, 2018 by Digital Marketing Depot
Structured data represents a huge opportunity for SEOs to communicate key information with search engines, boost content visibility, and reach target audiences. It makes it easier for search engine crawlers to extract and understand specific information related to the content, in this case, the kind of product, the aggregate rating, available offers, and product reviews.Facebook launches holiday pop-up stores in Macy’s to promote digital-native SMBs
Nov 5, 2018 by Greg Sterling
Shops will be open through February 2019 in nine Macy’s stores across the US.Jet.com lures Nike and Bonobos, launches custom brand ‘shops’…

Pinterest names Andréa Mallard as the company’s first CMO

Pinterest has hired its first CMO. Formerly CMO at Gap Athleta, Andréa Mallard now oversees Pinterest’s global marketing and creative teams.Pinterest’s growing executive team. Mallard is the second C-level executive to join Pinterest this year. In March, the company named Francis Brougher as its first COO. Mallard will report to Brougher in her new role.“I am very excited that Andréa has joined our team. Her wealth of experience in building great brands will be an asset to our company as we continue to expand globally,” said Brougher in a release announcing Mallard’s hiring.At the time of her hiring, Brougher was charged with leading Pinterest’s advertising teams. Shortly after Brougher came on board, Jon Alferness — head of ad products — left the company. Upon his departure, Pinterest said it was combining its consumer product and ads product teams into one group, led buy by SVP of product, Lawrence Ripsher.Mallard’s background. Before joining Pinterest, Mallard served as CMO for Ath…

Why does structured data matter for SEO?

Structured data represents a huge opportunity for SEOs to communicate key information with search engines, boost content visibility, and reach target audiences. It makes it easier for search engine crawlers to extract and understand specific information related to the content, in this case, the kind of product, the aggregate rating, available offers, and product reviews. This allows the crawler to understand your content with increased accuracy.This report from Botify describes how structured data can give SEOs a competitive advantage and lead to significantly increased levels of search visibility and engagement rates. Visit Digital Marketing Depot to download “Structured Data: Why now is the time to optimize.”The post Why does structured data matter for SEO? appeared first on Marketing Land.

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