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Showing posts from November 19, 2018
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Instagram strips out fake ‘likes’ tied to 3rd-party apps

With 119 million followers, Kylie Jenner is one of Instagram’s top influencers. Starting on Monday, Instagram will begin to remove inauthentic engagement with accounts that use third-party apps to grow their follower count and engagement on the platform — a practice that violates the app’s community guidelines and terms of use.Why it mattersInstagram influencers are arguably the heart and soul of brand-consumer relationships on the app, but often it’s difficult for brands and advertisers to determine who the real influencers are. Many accounts aiming to gain paid relationships with brands to deliver sponsored posts will use third-party apps to ramp up fake likes, follows and comments so that they can position themselves as an influencer.Instagram is now taking action against such abuse by removing all inauthentic likes, follows and comments from accounts employing third-party apps used to boost the account’s popularity. The company recruited one of the most vocal champions of transpare…

The decisioning dilemma: Getting the right combination of marketing tech to optimize engagement

With the proliferation of martech and adtech tools over the past ten years, there’s no shortage of technology platforms available to help marketers understand, target and communicate with consumers more effectively. The sheer volume and range of tools can be downright dizzying: tools for planning and developing, tools for attracting and engaging customers, tools for identity and data management, as well as database tools and consumer-facing platforms. Combine all these with near-ubiquitous CRM and adtech platforms, ad networks and DSPs, and marketers have a suite of technology solutions that would be daunting to even the largest enterprise-level team.But marketers don’t need to implement every tech tool available. They just need the right combination of tools to help automate intelligent decision-making.Gathering informationAs with any decision-making process, decisioning in marketing starts with gathering accurate information, specifically customer data. Creating a single customer vi…

Snapchat’s Lens Creative Partners program helps brands find AR filter creators

Snapchat introduced its Lens Creative Partners program on Monday, offering brands a way to find AR (augmented reality) Lens creators that have been certified by the company.Why it mattersSnapchat’s AR camera features are a cornerstone of the app. According to the company, more than one in three of its 186 million daily active users engage with AR Lenses per day, averaging three-minutes of play-time.The newly introduced Lens Creative Partners program will help brands connect with certified AR developers to design AR ads — creating relevant, effective advertising that resonates with the app’s avid AR user-base.“To be certified, creators had to be experienced in developing quality AR and complete a rigorous course about the development process, creative best practices, ad policies and buy models of sponsored AR Lenses on Snapchat,” Snapchat wrote on its business blog.Snapchat says more than 30 creators have already been certified globally, from both large and small agencies — as well as …

An updated look at Alpha-Beta in a world of close variants

Google has recently updated exact match close variants; now implied words, paraphrase words and same-intent keywords are allowed to match to exact match keywords as close variants.This change gives advertisers less control over their exact match keywords and gives Google more control to appropriately match search query intent to similar keywords.For advertisers using (or planning to use) the Alpha-Beta structure for their accounts, there are a few considerations to be aware of with this update to exact match close variants.Background on Alpha-BetaThe Alpha Beta structure breaks keywords into two different campaigns – Alpha and Beta. Alpha campaigns contain exact match keywords that are strong-performing search queries. Top-performing search queries can be determined by a few different metrics (conversions, impressions, clicks, etc.) depending on your business targets and goals. These Alpha keywords are placed into single keyword ad groups, which allows for keywords with hyper-targeted…