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Showing posts from March 13, 2019
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Regression analysis to improve Google Ads performance

Advanced digital marketing requires us to go beyond what everyone else is doing and approach from new angles. One of the ways to stand out in your SEM analysis and performance is through advanced techniques like regression analysis. Regression is actually a form of basic machine learning (ML) and a relatively simple mathematical application. This type of analysis can help you make better predictions from your data, beyond educated guessing.Regression might sound scary, but it’s not that advanced in the world of mathematics. For anyone who’s passed year 10 maths, you have probably already worked with regression formula previously. We’re going to look at using regression in your Google Ads to predict the conversion volume you can achieve by adjusting campaign spends. Building the model and applying it is far easier than you would think!What is regression?A regression model is an algorithm that tries to fit itself to the presented data best. In essence, it is a line of best fit. It can b…

Amazon’s streamlines DSP usability as it continues ad biz ramp up

Amazon Advertising has improved the user interface and functionality of its Demand-Side Platform (DSP), in keeping with its ambition of growing ad revenue and improving the ease of use of its tools. The DSP is used by larger advertisers — those spending a minimum of $35,000  — to programmatically buy display and video ads across Amazon sites and apps, as well as on its publisher partner sites and on third-party exchanges.What’schanged? Specifically, Amazon added the ability to perform bulk editing of targeting settings for domain, audience, and location — a workflow modification that should save advertisers from the need to perform repetitive data entry.Image provided by Amazon. Click to view larger. It also improved the navigation and look and feel overall, making buttons, toggles and campaign status indicators more prominent. Amazon also added custom reporting capabilities that let advertisers choose what columns to include in their reports, save them within the platform and have the…

Developers love Agile, but is it right for content marketing?

Agile methodology rejects big planning efforts and a “waterfall”-like set of consecutive phases. Instead, it emphasizes small teams, short-turnaround development cycles and rapid iterations based on feedback.In recent years, Agile fans have proposed its use in various kinds of marketing efforts. In fact, Magnolia CMO Rasmus Skjoldan said in a recent interview, it’s a particularly good fit for content development.One might not expect that a process designed to make software development more responsive to user needs would work with the creation of, say, white papers, web site pages or social posts. But Skjoldan said that there are several reasons why his Switzerland-based company, which provides and supports an open source content management system, employs Agile for that purpose.Speed versus qualityThe basic issue for developing large amounts of content, he said, is the old speed versus quality tradeoff. You can have it faster, or you can have it better, but usually not both.“Agile has…

Faceted navigation in ecommerce: How it helps customers and SEO

The ecommerce market is highly competitive, with thousands of small players striving to keep up with the giants like Amazon and eBay.Still, for both leaders and followers, the web store UX stays the factor that defines who wins customers’ hearts (and purses) and who is to leave the stage.UX stays a top priority in ecommerce as the majority of shoppers prefer convenience to a nifty look. According to Shopify, 80 percent of users admit that a poor search experience can make them leave a web store. So, a thought-out catalog navigation system is one of the crucial factors of a web store’s success.Why faceted navigation?Faceted search is probably the most convenient search system to date. It relies on sets of terms structured by relation (aka facets). Users mix and match options (price, color, fabric, brand, and more) to progressively narrow down the search results list until they get a short selection of relevant picks. Apart from being convenient, the faceted search system can tell shopp…

For app developers, Google unveils pre-registration ads, Engagement App campaigns, more

Pre-registration ads were among the new products and features announced Wednesday. Google made several product and feature announcements for app developers Wednesday. The features track to the phases of the app life cycle from driving awareness and interest in a yet-to-be-launched app to re-engaging existing installs.Of the five new features, four are currently in beta.Pre-registration ads.  Targeted at the pre-launch phase, this ad product is aimed at getting users to sign up for an app that’s launching soon. Available for Android apps, the ads can run across Play Store, YouTube, the million or so apps that are in the Google Display Network and Google.com.The ads feature a “Pre-registration” button and an opt-in for users to be notified to sign-up early for other new games Google thinks they might like. Line Games tested the ad units to promote its multi-player game Destiny Child ahead of release in order to have a critical mass of users ready to play. It had 10,000 users at launch.Th…

How to Sell Digital Products Online with Google Drive and PayPal

The web has made it incredibly easy for anyone to sell digital products directly to customers through websites, social media, and email newsletters. You can sell PDF ebooks, MP3 music, photos, software apps, gift cards, license keys, coupon codes, website templates, fonts, graphics, video courses, and many more downloadable files.While there are quite a few e-commerce platforms that help you sell digital products – Gumroad, E-junkie, Paddle, FastSpring, Shopify, Instamojo and WooCommerce, to name a few,  here’s a do-it-yourself solution that will help you build your own digital store in under 5 minutes using PayPal and your Google account.How the workflow works?Before we get into the implementation, here’s a big-picture view of how the payment and digital delivery workflow works.Embed the “Buy Now” buttons into your website or blog. Buyers can pay with all major credit cards using 1-step checkout.Buyer clicks the button, enters the card details and completes the payment. The customer …

Facebook testing features that let Pages archive and share Stories

Facebook’s Stories Archive feature for Pages. Facebook is testing new ways for Pages to archive and share Stories. Marketing Land first became aware of the new features after social media consultant Matt Navarra Tweeted an image of them on Tuesday.“We’re always looking to bring more Stories features to Pages on Facebook, like Stories Archive and the ability for people to share a Page’s story. We will continue to learn and iterate as we test more features like these,” said a Facebook spokesperson in an email to Marketing Land.Why you should careThe new feature allowing Page Stories to be shared by other users could potentially expand the organic reach of a brand’s content beyond its followers.“As advertisers, News Feed posts and ads have had sharing abilities for years. Now, with Stories in the mix, having this popular new placement will be beneficial to us as our audiences will easily be able to share our content, thus, amplifying reach, visibility, and brand trust,” said Akvile DeFazi…

Semantic search for Google Ads: What it is and why it matters

Semantic search is the future of advertising on Google. In fact, Google continues to change its algorithm in line with how we are searching and how it understands search user intent.In 2017, Google reclassified exact match type keywords from the syntactic category to the semantic category.You’ve probably heard semantic search thrown around in discussions related to SEO but most people aren’t sure how it actually works.So it’s important that you have a good handle on how it works and how it can benefit your campaigns.As a Google Ads advertiser, understanding match types is key if you want to benefit from semantic search. And it’s essential to craft your Google Ads’ strategy to target the right searchers.What is semantic search?Semantic search focuses on the meaning and intent of a users search. It focuses on the principles of language semantics and unlike other search algorithms, it is based on the context, intent, and concept of the search query.In Google Ads, broad match keywords tar…