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Showing posts from April 23, 2019
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Are you wasting money on Google Ads?

Search advertising is the largest expense for most digital advertisers, yet many are uncertain they’re spending efficiently. Google Ads and Bing Ads have evolved dramatically over the past several years, developing more features that enable advertisers to make their ad targeting more precise and their keyword bids more efficient.This is great news in concept, but the practical complexities of this opportunity can be overwhelming.This step-by-step guide from QuanticMind will help you quantify the amount of opportunity you have to improve your returns via five discrete analyses to run on your program. Visit Digital Marketing Depot to download “Are You Wasting Money on Google Ads?”The post Are you wasting money on Google Ads? appeared first on Marketing Land.

via Marketing Land

Facebook hires former Google, Microsoft director as new VP of global communications

Communications veteran John Pinette has been named Facebook’s new VP of global communications. Pinette is replacing Caryn Marooney, who announced her departure plans in February.“John’s deep understanding of the technology industry and his experience leading communications teams will be invaluable to helping us communicate the work we do at Facebook every day,” said Facebook COO Sheryl Sandberg on the company’s newest communications lead.Why you should careFacebook’s communications team has had a trying year, to say the least. Marooney is leaving her post as VP of technology communications after eight years with the company. Facebook also lost its head of communications and public policy, Elliot Schrage, last June after a ten-year tenure with the company.As Facebook continues its plan to transition from a socially-focused News Feed into a privacy-driven messaging platform, it’s communications policies may likely change as well. Whether or not the changes will offer more transparency …

Twitter’s 18% YoY ad revenue gains show marketers investing more on the platform

Twitter saw an 18% increase in ad revenue year-over-year, generating $679 million during the first quart of 2019 according to its earnings report released on Tuesday. Total revenue was also up 18% year-over-year at $787 million.“We’ve never been more confident in our strategy and execution and see a great opportunity to grow our audience and deliver even more value for advertisers,” said Twitter CFO Ned Segal.Ad engagements moving in the right direction Twitter reported total ad engagements were up 23% percent year-over-year during the first quarter, with cost-per-engagement down 4%.Aaron Goldman, CMO for the social advertising platform 4C, noted the first quarter of the year is an important time period for Twitter with major media events like the Super Bowl and Oscars driving second-screen conversations.“The fact that [Twitter’s] performance was so strong shows that it also benefited from outsized budget allocation in the annual planning cycle,” said Goldman, “In particular, we’re s…

Register for SMX Advanced by Saturday & enjoy up to $600 off on-site rates

Time is running out to save big on SMX® Advanced. Register by this Saturday to save up to $600 off on-site rates! Miss this and you’ll pay more next week for the exact same ticket. Book now and join us June 3-5 in Seattle!Here’s a run-down of what you’ll get:A newly redesigned agenda, featuring 35 sessions and keynotes packed with advanced, actionable SEO and SEM tactics, the brand new Insights track, Advanced Clinics, and extended discussion time with speakersUnparalleled networking events where you’ll meet like-minded marketers and search marketing thought-leadersTop-shelf amenities including free WiFi, hot lunches, refreshments, and moreYou’ll take away at least one actionable tactic that you’ll put to use immediately. Just read what some of your peers have to say:“Content is excellent, not a sales show, presenters are highly knowledgeable and experienced. I’ve been to Advanced 4 times…will attend next year.” – Bob Lawkins, 1-800-Flowers“It was a great conference overall! I have to…

SEO writing guide: From keyword to content brief

If content is queen, and the critical role SEO plays a role of bridging the two to drive growth, then there’s no question as to whether or not keyword research is important.However, connecting the dots to create content that ranks well can be difficult. What makes it so difficult? How do you go from a target keyword phrase and write an article that is unique, comprehensive, encompasses all the major on-page SEO elements, touches the reader, and isn’t structured like the “oh-so-familiar” generic SEO template?There’s no one size fits all approach! However, there is a simple way to support any member of your editorial, creative writing, or content team in shaping up what they need in order to write SEO-friendly content, and that’s an SEO content brief.Key benefits of a content brief:Productivity and efficiency – A content brief clearly outlines expectation for the writer resulting in reduced revisionsAlignment – Writers understand the intent and goals of the contentQuality – Reduces garb…

The time has come to optimize for IRLs rather than URLs

Sometimes we have this fight in our minds between reason and data. Should I trust my gut feeling or should I trust the data? Back when I was running an agency, I would often be the one to present the side of the data and I could observe that mental struggle on the face of a client or a prospect trying to align his or her world view with what the data presented. We shouldn’t blindly trust the data which has problems of incompleteness and unreliability. But we should never reject what the data says either.The good news in 2019 is that data relating to offline activity – things you do without a screen – is becoming actionable enough to fuel dedicated strategies rather than just side-projects or proofs of concept.Store-visits tracking have become more reliableAt the core of this change lies the improvement in tracking mechanisms. It looks like the “store-visits” tracking from Google and Facebook has become more reliable in several contexts. The precision and reliability of this type of tr…

A new customer experience, how AI is changing marketing

In the summer of 1956, 10 scientists and mathematicians gathered at New Hampshire’s Dartmouth College to brainstorm a new concept assistant professor John McCarthy called “artificial intelligence.” According to the original proposal for the research project, McCarthy — along with fellow organizers from Harvard, Bell Labs, and IBM — wanted to explore the idea of programming machines to use language and solve problems for humans while improving over time.It would be years before these lofty objectives were met, but the summer workshop is credited with launching the field of Artificial Intelligence (AI). Sixty years later, cognitive scientists, data analysts, UX designers, and countless others are doing everything those pioneering scientists hoped for — and more. With deep learning, companies can make extraordinary progress in industries ranging from cybersecurity to marketing. It’s just a matter of knowing where to start.Think of AI as a machine-powered version of mankind’s cognitive sk…

Here’s how you build creative video experiences for a multi-screen world

Creative has changed. Gone are the days when a brand could sink all of its heart, soul and budget into a single creative experience – say, a television ad. It’s 2019; you can’t be so singularly focused. Your audience sure isn’t.You still need big ideas, like Dos Equis’ “Most Interesting Man in the World,” P&G’s “Thank you, Mom” campaign or Apple’s “Mac versus PC” concept. But today, brands need to consider how to translate those big ideas across channels and screens, especially when it comes to video so that they can tell a cohesive and engaging story.Companies scrambled to secure the platforms and support they needed to transact advertising programmatically, but without effective creative, those tools don’t mean much. Technology and creative must go hand in hand. It is time for brands to consider the nuances of each format at every stage of campaign production, allowing them to create an effective video for today’s multi-screen world.Pre-productionBegin by understanding your audi…