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Showing posts from October 18, 2019
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Facebook opens search ads to all advertisers

After nearly a year of testing ads in News Feed and Marketplace search results, Facebook is rolling out search ad placement more broadly to all advertisers. The ads will appear in results for search terms that have commercial intent, such as searches for commercial products connected to the e-commerce, retail or auto vertical. Currently, search ad placement is available on mobile only.“Testing shows that advertisers and people are finding value in ads in search results, so we’re rolling out these ads more broadly,” said Facebook Director of Product Management Nipoon Malhatra.To have ads appear in search results, advertisers can either select “Automatic Placement” for their News Feed ads, or choose the “Facebook Search Results” placement in Ads Manager when creating a News Feed ad campaign. (Search ad placement is not a standalone option — advertisers must be running a News Feed ad to have the ad also show up in search results.)Targeting for ads in search are based on the advertiser’s …

Why businesses should implement structured data

It goes without saying that the world of SEO is becoming ever more technical, and over the past decade, webmasters, SEOs, and in-house teams have been widening their knowledge and skillsets to help their sites compete in search engine results pages.One of these areas, which has seen the most development since its launch in 2011, is, of course, schema.org markup.Although it has been eight years since the data schema was introduced, whether due to lack of development capability or technical knowledge, many popular brands are still to implement structured data to their websites.In this article, we’re going to take a look at what structured data is, and the benefits that the markup can provide for websites.A brief introduction to structured dataPut simply, structured data is a form of markup that is implemented in the code of a website and provides search engines with specific pieces of information about a page, site, or organization.By improving the knowledge that a search engine has abo…

Social Shorts: LinkedIn Events, Facebook Story Ad templates and Pinterest Lite

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter.Click here to subscribeand get more news like this delivered to your inbox every morning.Event planning on LinkedIn. LinkedIn has rolled out a new Events feature that makes it easy to create and share event announcements. The feature can be found in the “Community” panel on the  left side of the newsfeed, and allows users to enter their event description, date, time, venue and invite connections using filters such as location, company, industry and school. “You’ll be able to seamlessly create and join professional events, invite your connections, manage your event, have conversations with other attendees, and stay in touch online after the event ends,” writes Ajay Datta, LinkedIn India’s head of product. Once an event is posted, users can track attendees, post updates and interact with the users they have invited. Users who have accep…

Optimizing for voice search: Q&A with Mastercard’s Guillaume Conteville

One in five searches are now made via voice with digital assistants, which are becoming an increasingly prominent feature in our homes and on mobile devices. How are brands optimizing for voice search?In fact, there are now more than one billion voice searches per month, and this number will only rise over the coming years.But just how big an impact is voice having on search in real terms? What are the specific strategies brands need to apply to avail of this trend?This is another topic we’re excited to learn more about next week at the Transformation of Search Summit here in New York.One of the experts we’ll be hearing from is Guillaume Conteville, SVP of Global Digital Marketing at Mastercard.Guillaume will be part of the panel titled “Optimizing for position 0: Everything you need to know about Voice Search.”1. What are your key priorities over the next twelve months?In my role I’ll be focusing on driving change in the way we do marketing to adapt to new usage, and to leverage tech…

Constant Contact launches new integrated tools designed to connect SMBs with customers

Email platform Constant Contact has added a slate of new capabilities to its interface, including social media and ad management, local search, SEO, and landing page tools to help centralize digital marketing efforts for small businesses.Why we should care“Once a small business has built an online presence, getting found online and driving customers to their business is an essential next step as they look to compete in a world where 87% of shoppers begin product searches on digital channels,” said Jeff Fox, CEO of Constant Contact parent company, Endurance International Group.If Constant Contact is able to effectively unite these disparate channels in one interface, small businesses will have a more localized hub from which they can manage multiple aspects of their online marketing. They may also be able to use Constant Contact’s email marketing platform to continue to engage customers reached via these new integrations.More on the tool’s featuresSocial ads. Businesses can create and …

Gartner CMO Spend Survey: Martech and agency spending down, in-house resources rise

In recent years, marketing technology has increasingly been eating up more of the CMO’s budget. This year, however, Gartner’s annual CMO survey paints a slightly different picture: martech spending is down this year with a decrease of nearly ten percent. Agency spending is also down for the fourth consecutive year.Shrinking martech investment may not be so bad. Budget allocations across the four major spending buckets indicate areas of growth — and reduction. The survey looks at how marketing departments are spending their budgets, what their investments are comprised of, and how they will change over the next year.Source: Gartner 2019-2020 CMO Spend Survey Martech spending may be down in 2019, but according to Gartner, marketing leaders continue to see martech as a tool for driving customer engagement and growth.  According to last year’s survey, marketers indicated they only use 61% of the functionality available in their martech portfolio.  A reported lack of resources was identifie…

MQLs: What are they good for?

It’s amazing how much technology has evolved in recent years. We’ve seen unprecedented advances in smartphones, IoT, home AI assistants and more. Martech has similarly kept pace: we’ve seen the rise of AR / VR advertising, the continued growth of video, and AI and machine learning that has sharpened personalization and predictive efforts. In B2B marketing, account-based marketing (ABM) and an emphasis on aligning sales and marketing are both white hot.But as marketing and technology has evolved at breakneck speed in both the B2C and B2B worlds, our metrics for measurement have lagged behind. More than ever, I’m asking my team: how are we measuring our impact? Is it connected to our company’s larger goals? And most importantly: if we do better on our marketing metrics, does our company increase revenue?We must take a revenue mindset in order to gain their seat at the table. When marketers understand how their work impacts a company’s bottom line, that’s when they have the opportunity t…