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Showing posts from April 1, 2019
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Google featured snippets: A short guide for 2019

When you ask any question in Google or search with any keyword, a special block of information may appear, which is known as a featured snippet.This block will contain an extracted summary of the answer from a webpage, a link to that page, and most of the time, a related image. Google extracts the summary programmatically. If you can place in any particular keyword for the featured snippet, you will get special attention of the person searching about that topic. The result? More clicks, more traffic.Here is one example of a featured snippet, from our main site weDevs.com. The competition of that long tail keyword is relatively low, and there were not many resourceful articles about this topic on the internet. So achieving this Google snippet was easy for us.You can opt out from featured snippets (using <meta name=”googlebot” content=”nosnippet”> tag on your page). But according to Google, there is no way to mark your page with a featured snippet. It is a fully programmatic proce…

How LinkedIn measures what matters to drive results

Tracking the right metrics can have dramatic impact on campaign and business outcomes. That’s no secret. Yet as any seasoned marketer knows, measurement is often easier said than done. Internal hurdles can hinder efforts to achieve more meaningful measurement. How do you get over these kinds of hurdles to achieve measurement success?There are four key steps to adopting a new approach to measurement that is oriented around the customer journey and business goals, said Jennifer Brett, Ph.D., who leads North American Insights at LinkedIn. Brett will be speaking in-depth on this topic at our MarTech Conference in San Jose this week.Don’t under-rate mental preparationThe first step, said Brett, may sound obvious but will save you all along the way. Get into the right mindset. Changing the way and what you measure is often a long, difficult process. The bigger the shift or the longer the sales cycle, the longer the journey will take and the more important it is for the entire team to be men…

Bing takes over Yahoo ad delivery: Five things to prepare

January saw the announcement of Bing Ads exclusively taking over management for Yahoo and AOL search ads starting in March.Oath had been renamed Verizon Media and Yahoo Gemini had switched to the name “Oath Ad Manager” only recently but Verizon (who agreed to the acquisition of Yahoo Inc. in 2016) are clearly trying to consolidate and stabilize the decade-long crumbling of the Yahoo empire. Regardless of the ultimate life expectancy of much of the Yahoo portfolio, the status quo was always on borrowed time.The key question for agencies and advertisers is, what will it mean in the management of your search advertising?ImpactThe whole handover from Yahoo to Bing Ads is going to be far shorter than version 1.0 of this arrangement, which was implemented around 11 years ago. Only two weeks were allotted from the first blush to full transition, which is now, at the end of March.The biggest impact here will be in the advertiser workflow. Obviously, you have one less platform but you also hav…

First-party hygiene: Facebook shows users when a Custom Audience list was uploaded

Facebook added Custom Audience details to the “Why am I seeing this ad?” notification in News Feed ads in February. Users can see if their contact information was included on a Custom Audience list uploaded by the advertiser. Now, users can also see when a Custom Audience and if the advertiser worked with marketing partners to run the ad.Why you should careThe change means advertisers need to be extra vigilant about keeping their first-party lists updated.Previously, users could see ad targeting information such as demographic details, interests, websites they had visited and if they were part of a Custom Audience list. With this latest update, the “Why am I seeing this ad?” notification goes beyond simply letting a user know if they are on a list uploaded by an advertiser, providing a specific date when the Custom Audience list was uploaded and if the list was created by an agency or marketing partner connected to the advertiser.With this added Custom Audience list information, users…