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Showing posts from October 25, 2019
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More of merchants’ ad budgets going to product ads on search and social channels

Product ad spending continued to grow year-over-year on both social and search channels. Source: Kenshoo E-commerce advertisers spent 39% of their search budgets on Shopping campaigns and 37% of their social budgets on product ads in the third quarter of the year, according to new Kenshoo data.Social outpacing search. Spending on social product ads among Kenshoo e-commerce advertisers accelerated in the third quarter, increasing 42% compared to the previous year. Meanwhile, product ad spend on search grew by 17% year-over-year in the third quarter, a deceleration from the previous quarter.That relative slow in Shopping campaign spend meant it had less overall impact on search spend, which grew 7% year-over-year and just 2% from the second quarter of 2019. Paid social spend increased by 32% year-over-year, driven by Instagram, video and product ads.Why we should care. E-commerce advertisers continue to increase spending on Shopping and product campaigns, and that growth is set to contin…

How dopamine fuels the golden rule of content marketing

Anticipation is marketing gold – and dopamine is the currency that leads to a richer bottom line. Do you have the Midas touch? As a marketing professional, you’re interested in influencing behavior to help your business succeed – and that starts with dopamine.Dopamine is a neurotransmitter that plays a central role in goal-directed behavior. Whether you’re eating your favorite food, purchasing a product that makes you happy, or engaging in a hedonistic conquest, dopamine drives your behavior forward. Put succinctly, dopamine helps you take action.In your role, you want customers to engage in behavior that’s in alignment with your business objectives. What type of action do you want your customers to take? Do you want them to read a blog post, click a digital ad, open an email, or attend a webinar? If you said yes to any of these, you need to keep reading. Anticipation spikes dopamineThe key to creating marketing content that drives behavior in a direction that’s beneficial to your bus…

Facebook News tab won’t include ads, but publishers can still monetize content

Facebook is launching Facebook News, a dedicated space on the platform that will highlight top news stories from national and local publications. The company confirmed with Marketing Land that publishers whose articles are placed in Facebook News will be able to monetize their content the same way they do in other areas of Facebook, including referral traffic and Instant Article ads, but the new tab dedicated to news stories will not include ads from advertisers.“At launch, this tab is very much an alpha test as we figure out what will provide the best experience for people,” said a Facebook spokesperson, “Part of that testing includes partnering with some publishers who are required to build tools with us.”Why we should careAdvertisers hoping for feed ad placement opportunities within Facebook News will have to look elsewhere as Facebook confirmed it will not be distributing ads to the new section of its site. It’s worth noting that this initial test is an “alpha” test, and there’s s…

What Cision’s acquisition signals for customers, martech industry

Media software conglomerate Cision has entered a definitive agreement to be acquired by private equity firm, Platinum Equity. The transaction is valued at approximately $2.74 billion, said Cision. The company will go private once the deal is closed.Cision’s media monitoring services are widely used by public relations and marketing firms to monitor media presence. In the past five years, Cision has acquired a dozen companies, including Falcon.io, PR Newswire, Vocus, Visible Technologies, ViralHeat and TrendKite. The majority of the marketing products and tools it swallowed up have been consolidated under the Cision Communications Cloud.Why we should careThere has been a buzz of activity from private equity firms in the martech space in recent years. Vista Equity Partners, which acquired Marketo in 2016 for $1.65 billion before selling the company to Adobe for $4.75 billion two years later, recently snatched up open-source provider Acquia for $1 billion. Earlier this year, private equi…

Why D2C brands are the future of retail

The hottest segment in retail is direct-to-consumer (D2C) brands. It’s also very competitive and quickly evolving, from online-only to multi-channel, with many companies adding physical stores to maintain an edge and continue growing.Three D2C leaders, Rich Philip, co-founder and CEO of Brooklinen; Arianne Goldman, founder and CEO of Hatch Collection; and Justin Hughes, chief product officer of M.M. LaFleur, spoke about the evolution of their direct-to-consumer businesses during a session I moderated at Yotpo’s recent D2C conference in New York.We discussed the nature of brands today, how to build loyalty, what marketing channels are most effective, the value of stores and the best advice they’ve received. Below is a transcript of our discussion, which has been edited for length.Does brand loyalty exist anymore? Yes, but . . .Greg Sterling:Survey data argue brand loyalty is in flames and that Millennials are much less loyal than earlier generations. What’s your response to this?

Rich P…

Welcome BERT: Google’s latest search algorithm to better understand natural language

Google is making the largest change to its search system since the company introduced RankBrain, almost five years ago. The company said this will impact 1 in 10 queries in terms of changing the results that rank for those queries.Rolling out. BERT started rolling out this week and will be fully live shortly. It is rolling out for English language queries now and will expand to other languages in the future.Featured Snippets. This will also impact featured snippets. Google said BERT is being used globally, in all languages, on featured snippets.What is BERT? It is Google’s neural network-based technique for natural language processing (NLP) pre-training. BERT stands for Bidirectional Encoder Representations from Transformers.It was opened-sourced last year and written about in more detail on the Google AI blog. In short, BERT can help computers understand language a bit more like humans do.When is BERT used? Google said BERT helps better understand the nuances and context of words in …

Holiday shopping to ‘peak’ early, be more mobile and less social — survey

The onslaught of holiday shopping surveys has begun. And consultancy Deloitte is out of the gate early with its 2019 holiday retail survey.Keep in mind that consumer surveys are aspirational and don’t always align with real-world behavior. Still, they reflect consumer intent and are worth paying attention to as a directional indicator of important trends.Experiences will consume roughly a third of budgets. Retailers can expect consumers to spend roughly $1,500 this holiday season, according to the Deloitte survey of 4,400 U.S. adults, conducted in September. Yet, more than a third of that spend will be devoted to “experiences”: entertaining at home, traveling and eating at restaurants.More online spending, but offline still dominates. As in the past, the share of consumer spending devoted to e-commerce will grow — up two points to 59% of holiday shopping this year. In-store spending will be flat at 36% of the total, according to the survey. However, contradicting the broader implicatio…

Five factors that determine the overall page quality

Google always ranks a web page after determining its overall quality. Page quality is a measure of the importance of a web page in the eyes of Google.In order to determine the overall quality of a web page, Google hires real humans who are known as “Search Quality Raters“.Page Quality rating or PQ is a grade given by Page Quality raters who have the responsibility of evaluating “how well a page achieves its purpose”.Purpose of the content, author expertise, links, and brand citations all come into play while measuring the quality of a page.In this article, I will discuss the top five factors that directly impact the overall quality of a web page. Let’s start!1. Purpose of the pageThe purpose of the page is the real reason behind the creation of the page.A page can be created to serve a particular purpose or multiple purposes, make money or harm the user by inserting malicious code via cookies or download buttons.The first thing that Google does is understanding the purpose of the page…

Amazon ad revenue tops $3.5 billion in third quarter, expecting strong holiday season

Amazon advertising revenue increased 45% year-over-year in the third quarter. Click to enlarge.Amazon advertising revenues hit a new high in the third quarter, reaching $3.6 billion. Overall, the company reported lower-than-expected profits of $2.1 billion on $70 billion in revenue for the third quarter of the year on Thursday.Amazon doesn’t break out advertising revenue, but advertising makes up the majority of an “Other” revenue category in its earnings reports. The other category grew by 45% year-over-year, but the advertising segment of that category actually grew at a rate higher than 45%, Amazon CFO Brian Olsavsky said on the earnings call.Why we should care. Amazon’s advertising growth rate underscores the threat it is presenting to Google and Facebook in attracting ad dollars from brands and merchants. The company has been steadily investing in solutions for branding and performance advertising including inventory, ad formats and targeting capabilities.“[W]hat we’re focused on…

How to find your ideal SEO agency

As of this article’s publishing date, 17,353 agencies offer SEO services across the globe according to Clutch.In one of the most saturated service markets, how does a buyer like you find the right SEO agency?If you know what to look for, it’s easier than you think – and can be the difference in making the right or wrong decision for this critical marketing channel.What does your ideal agency look like – and what should you avoid? Here are four easy takeaways.Their sales team are SEO expertsThe sales process is a perfect time to uncover the expertise (or lack thereof) of a potential agency. It’s your personal red carpet treatment. As such, you can use the sales process to benchmark an agency’s skillset.Beware of: The CEO sale. Speaking with the agency’s CEO is always compelling. They’re the most knowledgeable and charismatic asset of the agency.With a full understanding of the agency’s history and performance, the CEO can impress. The CEO sale sets expectations sky-high. So why should …