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Showing posts from May 10, 2019
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Google shares details on how first price auctions in Google Ad Manager will work

In March, Google announced it will shift to first price auctions for Google Ad Manager, its ad server and publisher exchange, by year end. On Friday, it issued an update with some additional details on the transition.How auctions on Ad Manager run now. Currently, there may be two different auctions run for a specific ad. A second price, real-time bidding auction runs among Authorized Buyers, which include Google Ads, Display & Video 360 and other DSPs. That’s then followed by a first price auction that compares the winning price from the second price auction with a publisher’s guaranteed and non-guaranteed advertising campaigns and bids from Exchange Bidding buyers.Currently, Google doesn’t require Authorized Buyers to share and receive bid data, which means there is often not complete historical auction data available for publishers and buyers to inform future inventory evaluations, Jason Bigler, a director of product management at Google, wrote in the blog post.How auctions will…

Study: How to use domain authority for digital PR and content marketing

For the SEO community, Domain Authority is a contentious metric.Domain Authority (DA) is defined by Moz as“A search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank.”Some people say that this score does more harm than good because it distracts digital marketers from what matters. Improving your DA doesn’t mean you’re improving your rankings. Others tend to find it useful on its own as a quick way to determine the quality or trustworthiness of a site.Here’s what I say, from a digital PR perspective, domain authority is valuable when you’re using it to compare sites relative to one another. In fact, DA provides value for us PRs and is incredibly useful to our work.Think of it this way. There are more websites than ever before, about 1.5 billion to be exact and so in some ways, this means there is more opport…

Chatbots could drive $112 billion in retail sales by 2023

As technology improves with natural language processing and AI, chatbots will take away revenue from other marketing channels, a recent study examining retail brands by Juniper Networks claims.In fact, retail sales from chatbots will nearly double annually, reaching $112 billion by 2023, the study says. And retailers will see an increase in savings, thanks to the automation of customer sales and support processes.“Retailers can expect to cut costs by $439 billion a year in 2023, up from $7 billion this year, as AI-powered chatbots get more sophisticated at responding to customers,” Juniper said.The study also suggests that as retail brands shift to chatbot technology, more consumers will feel comfortable interacting with chatbots to resolve customer service issues and make direct purchases. A consumer-facing survey by marketing firm Uberall indicates that 20% of consumers surveyed are “very interested” in chatbot experiences from brands. 80% indicated that they have had “generally pos…

5 steps to move closer to one-to-one personalization

“One-to-one marketing” continues to be one of the biggest buzzwords of 2019. At MarTech West last month, it felt like everyone at the conference discussed how their teams are working to foster personalized connections with customers through technology stacks. It also was refreshing to hear that I’m not alone and no one has achieved truly one-to-one marketing – at least not yet.Customer-centric brands constantly adapt and improve processes to cater to its customers more effectively. Here are five steps such brands take to get closer to one-to-one personalization.Spotless dataIt doesn’t matter how engaging your content is if you’re not making it into subscribers’ inboxes. To ensure you’re maximizing the potential of all its email campaigns, practice good data hygiene. This involves removing inactive subscribers, fake accounts and duplicate email addresses regularly. I’ve seen these practices allow retailers to see a 60% lower average bounce rate during the busy holiday season which tran…

What happens post-conversion? It’s time we figure it out, together

Now that I’ve had time to fully digest HeroConf 2019, there was one main theme: what happens post-conversion. When a room of session attendees was asked how many of them were responsible for more than just leads or conversions, 90% of the room raised their hands. So it might not come as a shock to see the PPC industry shifting to focus on not just what happens after the click, but what happens after the conversion.Post-conversion: Service, support, sales, content, brand and everything elseThe reality is that most of us as PPC marketers don’t have much control after the phone call happens. Yet, we still find ourselves in a room with C-suite executives or sales teams holding us accountable for unqualified leads or lack of sales, no matter how great our conversions are. As the digital landscape continues to evolve, so do the increasing expectations of the consumer. They demand transparency, simplicity, convenience and complete personalization. So we also find that if we are operating in …

Instagram launches @shop account to boost interest in shoppable posts

Instagram launched a new @shop account managed by an internal team that curates shoppable posts from across the app.“Content featured on @shop will be 100% community-trends driven. The team managing @shop will work with the Community Labs team at Instagram to identify trends, brands and creators that are of interest to our community so the account will be a real-time indicator of what’s new and emerging on Instagram,” said an Instagram spokesperson.At launch (with fewer than 15 posts) the account featured products from Feel Jeans, Cafuné, The Lip Bar and more, all with product tags that lead to product pages on the app, listing the item’s price and a link to purchase the product.Why we should careWhile the @shop content is 100% driven by trends and emerging brands, and managed by an Instagram team, it is another step Instagram is taking toward its e-commerce initiatives.Curated by Instagram employees, the content boosts exposure for brands and creators and, most likely, will make them…

Don’t take my word for it… Read what MarTech attendees have to say

“Martech” isn’t just shorthand for “marketing technology.” It’s a community of forward-thinkers working at the intersection of marketing, technology, and management. Possibilities fire their imagination. Silos disappear. Agility increases. And customer satisfaction soars.Connect with this community of real-world, senior-level marketers overcoming the challenges of modern marketing — people like you — at MarTech®.Read what attendees said about their experiences with us last month in San Jose:“GREAT format, venue, vendors, speakers, food!” – Christine Grable – AT&T Business“After going two years in a row, I still plan on going for a third year. The content is varied, I met new vendors, and met new people. Keep up the great work!” – Justin Shine, Slalom“It was a great conference, truly honed towards marketing operations professionals, and applicable globally…” – Daniel Trillo, Contino“This was my first MarTech conference and I was so impressed with the quality of content, the focus o…