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Showing posts from March 29, 2019
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What counts as a video view? A refresher on how social platforms calculate video ad views

This article has been updated to reflect changes and include video ad view count information from more platforms.Advertisers allocated a quarter of all digital ad spend — $27.8 billion — to video ads last year, according to eMarketer. video has become big business for social platforms. Twitter attributes more than half of its ad revenue to video, its fastest growing ad format. Video ads also make up half of Snapchat’s revenue, and 30 percent of Facebook’s ad revenue, eMarketer estimates.Yet, video ad bidding and view measurement and reporting can vary widely by platform. As the market for video ads has grown, many social platforms have expanded bidding options and reporting metrics for video ads. This can all make analyzing and comparing results across platforms a challenge.We surveyed the major social video platforms to see what counts as a view. For Facebook and Instagram, viewing just 3 seconds of a video of any length is considered a view. For YouTube Trueview ads, it’s around 30 …

Let Customer Reviews Drive Your Conversions

Customer reviews are essential to SEO, reputation management and consumer trust in your brand. But did you know that reviews can significantly increase clickthrough and conversion rates? More than three-quarters of consumers now consult online reviews before making a purchase. Isn’t it time to put your customer reviews to work to increase sales?Join our experts as they discuss the hidden link between customer reviews and conversion rate optimization (CRO). They’ll show you how to leverage customer reviews to boost online traffic, sales and revenue.Register today for “Let Customer Reviews Drive Your Conversions,” produced by Digital Marketing Depot and sponsored by Trustpilot.The post Let Customer Reviews Drive Your Conversions appeared first on Marketing Land.

via Marketing Land

Content development tips for Account Based Marketing

Most B2B marketers are already executing, or are thinking about implementing, an Account Based Marketing strategy. Today, B2B marketing is not about generating a huge volume of leads, but rather is focused on reaching specific individuals at specific target accounts. Have you thought about the content requirements associated with ABM? Here are four tips to ensure that your content development plan supports your Account Based Marketing approach.Marketing to an account vs. an individual prospectShifting your focus from lead-centric to account-centric marketing starts with recognizing that you are marketing to a group of people at a specific company, not a huge pool of unrelated prospects. This is where personalized content comes in. By delivering unique, relevant content to each target account, you enhance the customer experience and improve your overall marketing results. Let’s look at content development needs based on personas, roles, website visitors, and your lead nurturing program…

Five ways to improve your website’s bounce rate (and why you should)

Bounce rate is the percentage of site visitors that land on your website and leave before viewing a second page. You can easily determine your website’s bounce rate by setting up Google Analytics.Now, if you’re thinking this isn’t such a big deal and that as long as they visit your website, irrespective of how long they spend on it or how many pages they view, they at least know your business exists, that’s not good enough. The longer visitors stay on your site, the more time you have to turn them into subscribers and customers. But how can you convince users to stick around longer and visit more pages?Luckily, there are a number of easy and free ways to improve your website’s bounce rate and grow your business.Here are five ways to improve your website’s bounce rate1. Create content consistentlyCreating content consistently is one of the best ways to keep users around longer and get them to view multiple pages. Useful, engaging content will drive traffic to your website. Once that tr…

Adobe unveils new, deeper partnerships with Microsoft, Drift, Roku, ServiceNow

Software giant Adobe let fly a bevy of partnership announcements at its annual Summit in Las Vegas this week, confirming tie-ups with everyone from Microsoft to Drift to Roku to ServiceNow — with each deal involving data connections to fuel more efficient and powerful marketing.B2B data integrations include LinkedIn. In addition to the Open Data Initiative details from Wednesday, Adobe has also expanded its relationship with Microsoft to bring together key data sources, including LinkedIn, Marketo, Adobe Audience Manager and Microsoft Dynamics 365 for Sales.Adobe’s Steve Lucas discusses Adobe’s new partnership with LinkedIn at Adobe Summit in Las Vegas on March 26, 2019. The linkages aim to provide B2B marketers with better information for their Account-based Marketing initiatives, so they can more easily identify buying groups within targeted accounts and deliver personalized content.“Orchestrating the engagement of multiple individuals in a complex marketing and sales journey is at t…

Google, Facebook ad gains continue to shrink what’s left for everyone else, says analyst firm

With Google and Facebook gobbling up more of the internet ad market this year, the rest of the players are left battling for a shrinking slice of the pie, according to research and consulting firm WARC’s latest Global Ad Trends report.Duopoly’s growing share. The report has the duopoly growing its share in 2019 to command 61.4 percent of all internet ad spend, resulting in the first decline (by 7.2 percent) of the ad spend available to other online media owners. In fact, when WARC looked at all advertising expenditures, online or off, Google and Facebook will bring in 29 percent of the total — $176.4 billion.Why you should care. The reason Google and Facebook have been so successful, according to WARC, is their development and dominance of the ad formats online marketers have found to perform most effectively: paid search and social. Additionally, the ease of use of the self-service ad buying tools offered by both companies make their products accessible to nearly every business, from…

Early AMP for Email lessons: Apple Mail workaround; Approach it like an app

AMP for Email, rolling out for Gmail now, has the potential to transform how marketers and product designers think about the inbox. Online scheduling company Doodle is among the early adopters that have been testing the new spec for making emails dynamic since Google unveiled it last year.Doodle is using AMP in email to let users respond to meeting scheduling requests without ever having to leave their email.The team learned a lot during the beta period and has lessons-learned to share. Michael Wuergler, a U.S. developer working in the Doodle Zurich office, discussed with us by phone Thursday the team’s experiences and tips for other marketers looking at using AMP for Email.Tip #1: Know the difference between AMP and AMP for Email specs. AMP for Email is a subset of AMP. “It can save you a lot of time if you understand the differences ahead of time,” said Wuergler. Not all of the AMP features are available for AMP for Email. It’s easy to search for something and unwittingly end up on …

Take your search marketing skills to the next level

For over a decade, veteran search marketers like you have come to SMX® Advanced for two days of fast-paced, no-holds-barred sessions and keynotes — and invaluable networking with seriously smart people.But for some, that just isn’t enough.That’s why we offer immersive pre-conference workshops hosted by recognized experts in SEO, PPC, and social media marketing. They’re the perfect way to kick off an unparalleled training experience.Join us in Seattle Monday, June 3 for experts-only training on search and digital marketing:Advanced SEO TrainingSpend a day with a master SEO and come away with cutting-edge SEO techniques – tackling RankBrain, voice search, AMP, featured snippets, and more – that can help raise your rankings and visibility in search engines. Workshop Presenter: Bruce Clay, President, Bruce Clay, Inc.Learn more!Advanced AdWords TrainingEven with all of the new marketing channels that have opened up over the years, AdWords is still the core of many companies’ interactive ca…