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Showing posts from January, 2019
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Facebook ad revenue tops $16.6 billion, driven by Instagram, Stories

After more than a year of criticism over its mismanagement of user data and privacy concerns, Facebook’s 2018 fourth-quarter earnings report for 2018 showed ad profits did not suffer. On Wednesday, Facebook reported advertising revenue at $16.6 billion for the final quarter of last year, up 30 percent year-over-year.Total revenue earned during the quarter was $16.9 billion, with daily active users (DAU) at 1.52 billion, up 9 percent year over year.Facebook reports strong ad revenue. Facebook reported its average price per ad decreased 2 percent in the fourth quarter, with the number of ad impressions served across its platforms up 34 percent. Facebook chief financial officer David Wehner says impression growth was primarily driven by ads on Instagram, both regular ads in the Instagram feed and Stories ads, along with Facebook mobile News Feed ads.“Obviously, we believe we’ve got the best advertising products out there in terms of being able to deliver measurable business results to cl…

Where is Google Attribution?

In May 2017, Google announced the launch of a free version of Google Attribution. In October of that year, it said the tool had rolled out to “hundreds more” advertisers. But now, more than a year and a half later, it has stayed under the radar and has yet to fully roll out.It’s not uncommon for Google — and other tech firms — to announce something and then never release it or release it much later than anyone expected. So where does Google Attribution stand? It’s still alive, and it’s still in beta.The company says it is continuing to collect customer feedback and does not have any updates to share at this time. Agency marketers that have had clients testing it say they have been giving Google their input. In the course of those communications, one marketer heard about a tentative timeline of late 2019 for release, but said that was not definite.What we’re waiting forThe big selling point of Google’s free attribution tool is to help marketers make more informed bidding decisions in G…

YouTube SEO: Optimizing your channel in 5 steps

Here at Search Engine Watch we have written quite extensively over the years about how to optimize your YouTube videos to make sure they really stand out.Ann Smarty’s top 5 tips from last year is a handy list. And for YouTube best practice, Pius Boachie’s post is a great read too.As 2019 gets going, video is still growing as a great way to ensure visibility online and to provide web users with useful and engaging content.It is also an increasingly competitive medium.YouTube doesn’t disclose how many creators use the platform. And there’s obviously quite some difference between someone who posts daily and has 100k+ followers, versus anyone who’s ever once uploaded a video. Estimates, though, range from 50m to upwards of 150m.We do know that YouTube has more than 1.8 billion monthly users — nearly rivaling Facebook’s 2.27 billion.Optimizing your YouTube channel, then, should not be an afterthought.Those who are really succeeding on YouTube have great channels. They look good, they showc…

3 powerful ways to maximize data to grow your e-commerce business

Those on the outside think the e-commerce game is an easy way to make some quick cash.But, operating an e-commerce company is no effortless endeavor and building a profitable brand is even more challenging. Transforming new visitors into loyal customers can sometimes seem to be a difficult feat, and a costly one at that.Part of the difficulties in these undertakings is learning which offers, messaging, tactics and techniques yield the most fruitful results across a business’s funnels.While “blind growth” can certainly occur, it’s a bit of a gamble and can be drastically enhanced through effective learning to leverage and utilize the data available to an eCommerce proprietor. This is critical for establishing business longevity and vitality.In fact, an IDG study found that 78 percent of companies claim that data collection holds the potential to fundamentally alter how they do business.Data collection and analysis enable retailers to uncover customer preferences, needs and personalizat…

Blissfully wants to make cloud app management as carefree as its name

Cloud-based tools may be easier for marketers to manage than on-premises versions, but there is still a fair amount of admin. That’s where startup Blissfully comes in.Founded in 2016, the New York City-based firm provides a platform for managing software-as-a-service (SaaS) applications for about 600 client companies, mostly mid-sized with 100 to 1000 employees.Subscription renewals, ops workflow. “Pretty much every business [these days] runs on SaaS,” CEO Ariel Diaz noted, adding that managing the applications tends to be a collaborative effort between IT, HR, marketing and other departments.The Blissfully platform, he told me, helps to bridge that cross-departmental management by providing a collaborative administration where a manager can invite others to join, can assign access levels and can track usage.It also tracks the metadata related to a company’s SaaS applications, such as when to renew a subscription, and how much your company is spending on its subscriptions and related …

Marketing Day: Digital agency survey results, cross-domain analytics, Reddit’s CPC ads

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:Client in-housing, competition for talent top digital agency concerns
Jan 30, 2019 by Ginny Marvin
Marketing Land’s first Digital Agency Survey finds the sector is weathering digital transformation well, but the growth of data-driven marketing has made it clear where they need to hire.Facebook pulls Research app after backlash over use of teen data
Jan 30, 2019 by Amy Gesenhues
Report finds Facebook has been paying users, mostly teens, to download a VPN app to access their data.Meet Netflix, NPR, and The New York Times at MarTech
Jan 30, 2019 by Scott Brinker
The New York Times, NPR, Adobe, JP Morgan Chase, Nordstrom, Netflix, and Zillow have all mastered the three pillars of martech success: marketing, technology, and management. And what’s more — they’re eager to share their knowledge, experiences, and lessons learned to help you overcome you…

Client in-housing, competition for talent top digital agency concerns

SAN JOSE —  Digital agencies have been on the leading edge of digital transformation for several years. They are not, however, immune to the challenges of adapting to changing technologies, advances in automation and evolving client capabilities and staff skill requirements that come with transformation.To better understand how digital agencies are evolving to meet the needs of their clients and their own businesses, Marketing Land surveyed agency marketers in mid-November and early December 2018. Released Wednesday at SMX West in San Jose, CA, the report found that agencies are sensitive to threats from clients shifting services in-house and cutting agency budgets. Meanwhile, most agencies plan to add services in the coming year and they are hiring — or trying to. Many report having trouble filling positions.Headwinds: hiring and in-housing of services, tech, budgetsClient behavior, more than consumer or internal agency issues, topped the list of agencies’ concerns. Half of the respo…

Facebook pulls Research app after backlash over use of teen data

Facebook has removed a controversial app, dubbed Facebook Research, from the iOS app store after coming under fire for essentially paying teenagers to let the company spy on their mobile activity. The story on Tuesday by TechCrunch found that since 2016 the company has been paying users, mostly teens, to download a VPN app that gives the company nearly unlimited access to user data and phone activity.Ultimately, Facebook’s research project could potentially be feeding Facebook with even more ad-targeting data. But marketers already concerned with the platform’s ongoing mismanagement of user data and privacy may find this news one more reason to safeguard their marketing strategy against Facebook’s ongoing PR crisis.How Facebook’s “Research” program works. According to TechCrunch’s findings, Facebook has been paying users age 13 to 35-years-old up to $20 a month to install a “Facebook Research” app on iOS and Android devices. The research app is being applied via beta testing services …

Meet Netflix, NPR, and The New York Times at MarTech

The New York Times, NPR, Adobe, JP Morgan Chase, Nordstrom, Netflix, and Zillow have all mastered the three pillars of martech success: marketing, technology, and management. And what’s more — they’re eager to share their knowledge, experiences, and lessons learned to help you overcome your own workplace challenges.Attend MarTech®, April 3-5 in San Jose. You’ll walk away with proven strategies for constructing successful playbooks, validating initiatives, unifying teams, and maximizing ROI.
Drive Impressive Results, Design Amazing Customer Experiences, And MoreHere’s a look at what you’ll learn from these leading brands:Applying Product Management to Martech at the New York Times – with Pamela Della Motta, Director of Product, Marketing Technology, and Kristian Kristensen, VP for Engineering, at The New York TimesMarketing Data Science and Your Data Strategy – with Jason Mestrits, Senior Manager Data Science & Analytics at NordstromMeasure What Matters: Data Strategy to Drive Resu…

Cross-domain analytics tracking: Why you may not need it

Over the past couple of months, I’ve seen a sharp increase in requests for setting up cross-domain tracking for a variety of different clients and websites. The process to implement cross-domain tracking can be tricky and if not done correctly can fail or cause inaccurate information to be collected in the client’s analytic tools. To those looking to implement it on their own, there are many blog posts and columns on the correct way to configure cross-domain tracking and even how to debug it (if it isn’t working as it should) on the web. There is no need to write another one, however, what these posts don’t contain is why a business should or should not implement cross-domain tracking. What are the benefits of cross-domain tracking and are there any risks associated with it? If you’ve heard about cross-domain tracking or are merely curious if your organization can benefit from it, read on.What is cross-domain tracking?According to Google Analytics, “Cross-domain tracking makes it poss…

Why SEO and front-end developers are the perfect search marketing team

If you work in digital marketing, then you will have already heard a lot about the role of SEO and front-end development in creating popular websites.SEO and web development are often considered as incompatible as iOS and Android devices.Both have similar goals, but take vastly different approaches.However, technological progress has facilitated change.These two different web specialties have now come as close as they have ever been.So close, in fact, that they could now be considered the perfect ensemble. Together, they can outsmart more conservative approaches in the search marketing industry.Here are five reasons why SEO and front-end developers make the ideal search marketing team:1. Coding knowledge is a future-proof asset for SEOsEven beyond SEO, the demand for coding skills is on the rise.According to the Evan’s Data Corporation, the number of developers globally will increase by at least a 20% in the next 5 years. If this doesn’t sound much, imagine adding more than 4 million …

Reddit launches cost-per-click ads

Reddit announced on Wednesday it is launching cost-per-click (CPC) ads, the platform’s first performance-based ad unit. The CPC ads can be bought through the Reddit ad dashboard and will “complete the suite” of Reddit’s ad offerings, along with cost-per-impression (CPM) and cost-per-view (CPV) ads.Why you should careAfter a complete redesign of its website — the first in over a decade — Reddit is building out its ad offerings to attract more brands to the site. The new CPC ad units will allow advertisers to implement direct response campaigns across desktop and mobile, and will be delivered as either a link or Promoted Posts (video included).“While cost-per-click advertising isn’t innovative, in itself, the launch marks a big moment for the Reddit Ads business. This is a point of inflection that helps get us to parity in the market and will change the way advertisers think about our capabilities,” said Reddit VP of brand partnerships Zubair Jandali in the announcement for the CPC ads.…

Creative, short-form video: The secret weapon in getting Gen Z on board with your brand

There are a lot of important things that marketers, businesses, manufacturers and anyone else with something to sell need to know about Generation Z – the cohort of the population born approximately between 1995 and 2015. But here is the most important Gen Z fact: As of 2019, they are the largest cohort by number of any generation alive and they are on track to become the largest generation worldwide (32 percent of the 7.7 billion people on Earth).That, by itself, should be keeping marketers up at night – because Gen Z’ers are different than millennials or aging baby boomers. They don’t trust a government, according to a study by the UK’s Guardian newspaper – but they trust business even less. No more than 6 percent of teens and young adults trust corporations to “do the right thing.” As these consumers are the future, companies need to develop a way to appeal to them. What do they want? What can marketers do to gain their trust? There have been numerous studies on these questions, bu…

Case study: A tale of two insights and why they are not all created equal

Understanding your target customer is essential to crafting messaging that results in impactful campaigns. The importance of uncovering the right insight is a struggle that all companies face. It’s a tale of two insights where not all are created equal. To articulate this point, let’s use a real example from a large, Fortune 500 company – we’ll call them “Corporation X.”Corporation X sought to reinvent their cat litter product, which was losing market share to their competitors. To boost sales, the company was prepared to address the basics: price, packaging and/or positioning. But which factor would have the most impact on consumer purchasing behavior? It would be up to the research team to design a study to gather the data necessary to make an objective decision.As it turned out, it wasn’t any of the traditional factors that pushed consumers to another product. It was, in fact, something completely different; something the team hadn’t even considered. Consumers found that this parti…

The Comprehensive Guide to Ace Google Featured Snippets in 2019

Want to ace Google featured snippet?Wondering what is it? 🤔This is a featured snippet:While most bloggers, SEOs, and digital marketers continue to optimize their sites with technical SEO, improve the quality of their content, and build backlinks from every nook and corner of the internet, they frequently overlook what’s staring them right in the face: the opportunity to get into Position 0 – Google’s answer box or featured snippet, as we know it.What is the featured snippet?According to GoogleWhen a user asks a question in Google Search, we might show a search result in a special featured snippet block at the top of the search results page. This featured snippet block includes a summary of the answer, extracted from a webpage, plus a link to the page, the page title and URL. It looks as shown in the screenshot above.So why are featured snippets (Google’s rich answer box)  so important, how can they bring you more traffic, and how do you get your pages to pop up in these results?Let m…