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Showing posts from December 5, 2019
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Google extends optimization score to Display campaigns

The campaign optimization score that Google Ads shows for Search and Shopping campaigns is now available for Display campaigns. Scores will be available at the campaign level, and a combined account-level score now encompasses Search, Shopping and Display. You may also see recommendations tailored to Display campaigns.Optimization scores in Google Ads are now available for Display campaigns.What is Google Ads optimization score? Scores range from 0% to 100% and indicate how well your campaigns are expected to perform based on a number of factors such as targeting, bid automation, ads and extensions and more. The score is accompanied by a set of automated recommendations with indicators of how much of a score improvement you can expect to see by accepting them.Why we should care. These scores and accompanying recommendations can be directionally helpful, but don’t accept the recommendations blindly. Carefully consider them and whether they are right for your campaign. And equally impor…

IAB releases CCPA Compliance Framework

The IAB has released version 1.0 of the IAB CCPA Compliance Framework for publishers and technology companies involved in the programmatic ecosystem. This follows the recent publication of version 1.0 of the Framework’s technical specifications last month.The IAB CCPA Compliance Framework seeks to be comprehensive though not a substitute for individual company due diligence or legal advice. Similar to the group’s GDPR Compliance Framework, the initiative is the result of a months-long process involving input from multiple stakeholders, lawyers and other experts. It’s “intended to be used by those publishers who ‘sell’ personal information and those technology companies that they sell it to.”The Agreement. There are two component elements to the IAB Compliance Framework:Technical specifications (previously released)A “Limited Service Provider Agreement” (.pdf) that binds supply chain partners to conduct that fulfills CCPA’s rules and requirements.Any company “that engages in (e.g., sub…

Five steps to generate tons of backlinks using infographics

Your website needs backlinks the same way plants need water. Getting sufficient backlinks consistently will allow you to flourish your website, while the lack of backlinks will slowly make it wither. Backlinks are still one of the most important factors that Google uses to determinewebsite rankings. When tons of other websites link to you, Google’s algorithm will see that as a sign that you provide valuable and relevant content.When talking about generating tons of backlinks, there’s no other tool quite as effective as infographics. Why infographics are so effective?1. Humans are visual creaturesWe are naturally visual learners, as we’re attracted more to visuals than text. As a result, infographics have a much higher chance of attracting readers than articles. Indeed, a study found that infographics are30 times more likelyto be read than text-only content. 2. Easy to digestStill connected to the previous point, people understand a text323% betterif it’s accompanied by an illustration…

Enter The Stackie Awards 2020: Share your marketing stack with the martech community

If there’s one marketing awards program where the entire industry wins, it’s The Stackies. Each year, dozens of organizations enter a 16×9 slide that visualizes their “marketing stack” — the collection of martech software they use — and how they think about its structure. We then publish them all, ungated, for everyone in marketing to learn from these examples.Over the years, this has resulted in a collection of hundreds of marketing stacks — see stacks from 2015, 2016, 2017, 2018, and 2019 — that have helped tens of thousands of marketers better understand marketing technology systems. In addition to helping the marketing community, participants in The Stackies:Discover the scope and structure of their marketing stackCreate a great slide to explain their stack to stakeholdersReward their martech vendors with recognition in their stackAttract marketing talent to work with their stackPromote their brand across the marketing industryRaise money for charity (we donate $100 to Girls Who Co…

Use AI to connect the online-to-offline buying experience

Join Jim Sterne, Founder of Marketing Analytics Summit and Ian Dailey, Senior Director of Product Marketing, Invoca as they show you how to use AI to analyze customer conversations, and scale those insights to boost conversion rates, optimize buying experiences and drive more revenue-generating calls. You’ll learn how to comb through the conversations you’re already having with your customers and discover more of what they are trying to tell you.Attend this webinar and learn how to:Drive 15-20% more conversions from phone callsPush customer insights into your marketing stack to optimize ad spendUse call conversation data to personalize website visitor contentCreate new audiences using offline conversion data to expand your reachRegister today for “Get More Value Out of Your First-Party Data: Using AI to Connect the Online-to-Offline Buying Experience,” sponsored by Invoca.

The post Use AI to connect the online-to-offline buying experience appeared first on Marketing Land.

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SMBs, DTC brands cash in on Cyber Monday

On the heels of a record-breaking Black Friday, a subtle sense of relief could be felt — albeit briefly — throughout the marketing community as Cyber Monday closed out an intense week for marketers.By the end of Cyber Monday, a record $9.4 billion was spent online in the U.S., according to Adobe Analytics, setting the record as the largest online shopping day in U.S. history. The firm also indicated that mobile transactions drove $3.1 billion of Cyber Monday sales, representing the highest year-over-year dollar growth for mobile.Small businesses and DTC brands cashed in. Major brands and retailers weren’t the only ones surpassing expectations this year. Smaller e-commerce shops and direct-to-consumer brands also saw heavy traffic and high conversions during Cyber Week.“On Cyber Monday, both large retailers (over $1B in yearly revenue) and small retailers (< $50M in yearly revenue) benefited greatly from consumers’ attention, as large retailers saw a +540% boost in sales over an ave…

CabinetM updates Stack Map martech visualization tool, adds ability to export image as PNG file

CabinetM has released a new version of its Stack Map visualization tool that allows martech teams to create a visual of their martech stacks. Updates include the ability to:Isolate products within the martech stack to identify which platforms are dependent on one another.See non-integrated martech solutions alongside integrations — making it easy to identify integration requirements.Upload a custom backdrop to differentiate technology attached to different business contexts (customer journey products, sales tech solutions, etc.)Fully document all integration details within the stack, which can then be exported in a PDF.Export the Stack Map image as a PNG file.Why we should careCabinetM CEO Anita Brearton says it’s not unusual for martech stacks to include upwards of 100 to 250 technology tools. Managing a martech stack of that size is no small task, and keeping external teams aware of available marketing technology can be just as difficult.CabinetM’s Stack Map helps martech teams stay…

Win the brand battle during the holiday shopping wars

“I hate this TV” exclaimed my wife for the hundredth time, “I can never get the sound right.” While annoying to her, this comment cut me deeply; you see, I bought the TV as part of last year’s holiday shopping madness and have been regretting it ever since. Regret may be too weak of a word – as I let myself get duped into switching from the brand I originally intended to buy. This is a big-ticket item, so I did a lot of research. I made a long list of brands that I would consider, narrowed in on specific models, checked reviews and did side-by-side comparisons. Upon deciding, I researched buying options and prices and I knew exactly what I was going to buy (Samsung), where I was going to buy it (Amazon), and how much I was going to pay ($797).Then I bought something else! I was taking advantage of Black Friday to stock up on some items I use regularly when it happened. The big box retailer was teeming with people eagerly filling their carts with great bargains. As I passed by the TV s…

Here’s what senior-level marketers love about MarTech

“MarTech” isn’t just shorthand for “marketing technology.” It’s a community of forward-thinkers responsible for devising creative solutions to the most pressing marketing and marketing operations challenges. Possibilities fire their imagination. Silos disappear. Agility increases. And customer satisfaction soars.Connect with this community of senior-level marketers at MarTech®, April 15-17, 2020 in San Jose.Here’s what attendees said about their MarTech experiences:“Outstanding event! Great and energetic speakers, great vendors/solutions and honestly the food was some of the best I have had at an event.” – Correy Honza, Senior Director of Consumer Marketing, Healthgrades“There was a good mix of high-level content and case studies, as well as slightly more in-depth content. All topics were relevant.” – Ashley Cover, Marketing Technology Leader, Ciena Corporation“This year’s sessions were spot on with what our Marketing Technology / Operations teams are facing today. Very poignant.” – K…