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Showing posts from January, 2020
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Four common Google Analytics myths busted

Google Analytics is a powerful tool that’s unprecedented in its ability to measure your website’s performance. The data it gathers is invaluable to you as a marketer. They can give you a clear view of what decisions you need to make to benefit your brand. Data, however, are just numbers and graphs. On their own, they cannot tell a story. It’s your job as a marketer to deduce that story through sound and unbiased analysis and not fall for Google Analytics myths.If Google Analytics terms and data confuse you more than they enlighten you, this article will help you understand four Google Analytics and SEO-related myths you need to avoid.How do I use Google Analytics?Business owners use Google Analytics (GA) to see what they’re doing right, in terms of getting quality traffic to their sites. If you’re a business owner hoping to expand your presence in online spheres, you’ll need analytics to measure your success.With the use of metrics, Google Analytics tracks who visits your site, how lo…

IPG Mediabrands starts using Nielsen’s podcast audience insights to inform media decisions

IPG Mediabrands is the first agency client to subscribe to Nielsen’s Podcast Listener Buying Power service, Nielsen announced on Wednesday. The license grants IPG Mediabrand companies Universal McCann, Initiative, ID Media, Cadreon, Brand Programming Network, Orion, MAGNA and Healix access to Nielsen’s podcast audience insights.What Nielsen’s service does. The Podcast Listener Buying Power Service, launched in July, 2019, aims to provide podcasting networks with more audience data, such as genre preferences and purchasing habits. The data comes from Nielsen’s biannual podcast survey of 35,000 participants.The service now has 10 podcast company subscribers, including iHeartMedia, Stitcher, Cadence13, Westwood One and Cabana.What it does for IPG. IPG will be able to access data across 18 podcast genres and over 90 individual podcasts. That data can also be cross-referenced with the purchasing behavior and services usage data that Nielsen also surveys for.“We are excited about the value …

Will the Discover feed be Google’s next cash cow? What advertisers are saying about Discovery campaigns

If you wanted to see a Google ad exec’s eyes light up last spring, you just had to bring up the Discover feed, the personalized news feed perched right on the Google mobile home page. The company announced ads were coming to this whole new surface that reaches some 800,000 monthly mobile users.It’s still too early to know if the company, which watched Facebook’s News Feed ads skyrocket as Google+ fizzled in the last decade, has a mobile feed winner this time around, but advertisers who have been testing ads in the feed with new Discovery campaigns tell us they’re impressed with the initial results. The level to which the feed is actually driving that satisfaction is not entirely clear, however.You may not have even seen ads in your own Discover feed yet, much less run Discovery campaigns, which remain in closed beta. The ads are still elusive more than a year after initial testing (since at least October 2018) and the official introduction of Discovery campaigns at Google Marketing Li…

Facebook warns of targeting limitations, says Checkout will take time

Facebook reported another record quarter on Wednesday but warned that privacy regulations will limit ad targeting capabilities and slow the future revenue growth. The company announced $21.1 billion in revenues for the fourth quarter of 2019, a 25% increase year-over-year. Advertising, which continues to account for nearly all of Facebook’s revenue, reached $20.7 billion, also a 25% increase from the fourth quarter of 2018.The company reported daily active users (DAUs) on the platform reached 1.66 billion – up 9% increase from the fourth quarter of 2018. Likewise, monthly active users (MAUs) grew by 8% year-over-year, reaching 2.5 billion. Facebook doesn’t report separate figures for its other properties, Instagram, WhatsApp, and Messenger, but estimates that approximately 2.3 billion people used at least one of its services on a daily basis in December, and that approximately 2.9 billion people were active on a monthly basis.Ad revenue hindered by privacy challenges. This was the fou…

How to win Agency of the Year: Interview with a judge

Did you and your team have a stellar year collaborating on win after win for your clients? Did you find ways to streamline processes, gain efficiencies with automation or get more creative than ever to drive your clients’ strategies forward?If so, we want to know about it, and we want to honor you with a 2020 Search Engine Land Award for Agency of the Year. First, however, check out the interview below I did with 5x Search Engine Land Awards Judge, SMX conference moderator and President of paid search agency FindMeFaster, the ultra-knowledgable and downright funny Matt VanWagner.Thank you for taking the time to do this interview, Matt! Let’s just start out with a quick question: What is your background in the search industry and how long have you judged the Search Engine Land awards?MVW: I’ve been in digital marketing for about 20 years now. As far as the Awards go, I was one of the first judges back when it started.The Agency of the Year is one of the only categories we have that’s j…

The digital marketing transformation led by Google and Amazon

In digital marketing, 2019 was the year that the big players evolved from their core branding identities, showing advertisers that they could reach customers in more ways than ever before. Google and Amazon in particular were on a mission to capture more advertising dollars and greater customer engagement, implementing various changes. What is driving these changes, and how should retailers approach the two platforms in 2020?Google’s role is not limited to the middle of shopping journeys; they can be at the beginning and end, too.Google’s been working on shedding its image as “just a search engine” for a few years now, but in 2019 it took its greatest strides yet with advertising options that span the entire shopping journey. At its Google Marketing Live event in May, Gallery Ads and Discovery Ads were two major areas of focus, both of which sit on the upper end of the purchasing funnel. These highly visual ad formats go a step further than earlier upper-funnel tactics like Showcase, …

Is MarTech the experience for you?

You may be wondering if The MarTech Conference is right for you. Or maybe you’ve attended in the past and want to learn about what’s in store for the next event, April 15-17 in San Jose.Get the answers to your questions in this exclusive interview with Scott Brinker, MarTech program chair and VP platform ecosystem at HubSpot — also known to some as “the godfather of martech”. In it, you’ll learn about:The shifting role of the marketing technologist — does it match your own trajectory?Must-have marketing skills in an age of constant change — how do your skills stack up?How The MarTech Conference has evolved over the years — is this the conference for you?The expert-led, tactic-rich sessions happening April 15-17 in San Jose — which will you attend?Read the full interview here.Like what you see? MarTech Alpha rates (up to $900 in savings) expire Saturday, February 15 — now is the perfect time for you to explore the agenda, meet the marketing experts you’ll learn from (including senior e…

GoDaddy buys content creation app Over, plans to integrate features into its product suite

GoDaddy announced on Wednesday it had acquired Over, a mobile app designed for SMBs and entrepreneurs that allows them to quickly create content for social media platforms, email and websites. The app’s capabilities will be integrated into GoDaddy’s Website + Marketing platform in the near future, according to a company spokesperson.The app will also continue to offered as a standalone app, available via Apple’s App Store and Google Play, and the team will continue to develop new features for it.Why we careThe Over app has gained popularity as an easy-to-use content creation tool — it has more than a million monthly active users with 220,000 projects created daily by SMBs. GoDaddy’s move to integrate the app’s features into the Website + Marketing product suite will expand GoDaddy’s capabilities. Depending on how GoDaddy integrates Over’s tech into its platform, “non-designers” most likely will be able to create content that can be used on their GoDaddy-built website, as well as their…

Brands are neglecting transactional emails, leading to deliverability issues and lost customers

Transactional and triggered emails (e.g., ‘welcome emails’) are on the rise, but senders are not investing enough in the technology behind them to maintain consistent deliverability, engagement and quality, according to findings from SparkPost’s 2020 Benchmark Report.Transactional emails are a critical element of the customer experience. Whether it’s a confirmation email with a receipt, a ticket to an event or an order update, it is imperative that the email is sent to and received by the customer. Consistently delivering transactional emails is key to establishing trust with customers and maintaining the integrity of your brand.For marketers, neglecting these types of emails could lead to long-term deliverability issues, including poor sender reputation, and tarnished relationships with customers.Transactional emails make — or break — the customer journeyMany brands and email marketers recognize the value of transactional emails and their positive impact on the customer journey. But …

Going international with SEO: How to make your WordPress site globally friendly

International expansion is an expected ambition for progressive websites. The online nature of this global reach means that the uncertainties, legal dangers, and cultural hazards are minimized. The world is at your fingertips, and the costs in reaching it successfully are minimal. The rationale for reaching out to a new audience, readership, viewership or listenership, maybe one of opportunity, exciting new prospects, high growth potential, or to escape a domestic audience that has become too saturated or competitive.With only some limitations, the internet is a global phenomenon that effectively ties us all together with invisible strings. Send a Tweet from Prague and reply to it in Illinois. Publish an ebook in Seattle and share it with your friends in Beirut. There are practically no boundaries when it comes to sharing content online.When it comes to your WordPress website, the one you’ve dedicated time, money and energy building, I expect that you will want it to possess the maxim…

The perils of tricking Google’s algorithm

Let’s admit it, all of us are trying our best to please search engines (SE) and cracking Google’s algorithm. After all, who doesn’t want some extra visibility and revenue?Naturally, billions of websites are adopting innovative practices to gain Google’s attention and approval. In order to rank high on the SERP, businesses should comply with the Google updates that are introduced on a regular basis. But this, in no way, means finding loopholes in these search engine algorithms or adopting strategies to trick them. In fact, businesses employing such empty SEO tricks have to face the music later. Many firms already have experienced Google’s wrath in the past.Google has been regularly introducing algorithm updates to improve the quality of its search results. But it also penalizes sites that employ unethical or outdated practices to rank higher. This can adversely impact a brand’s reputation and bottom line. Ideally, these updates should be used as a guide for improving a site’s UX, ranki…

Choosing a marketing automation platform

The proliferation of digital channels and devices can make it difficult for B2B marketers to accurately target prospects with the right messages, on the right devices, at the right times. Faced with these challenging market dynamics and increasing ROI pressure, B2B marketers at companies of all sizes can gain benefits from a marketing automation platform.MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms and the considerations involved in implementing this software in your business. This 48-page report is your source for the latest trends, opportunities and challenges facing the market for B2B marketing automation software tools as seen by industry leaders, vendors and their customers.If you are a marketer looking to adopt a marketing automation software platform, this report will help you through the decision-making process. Visit Digital Marketing Depot to download your copy.The post Choosing a…

Is your marketing department the ‘useful idiot’ of your business?

As an email strategist and fractional CMO, I’m always amazed – and not in a good way – when I start working with a company on its business and discover massive holes in the data.It reminds me of that old quote, attributed to John Wanamaker of department store fame: “Half of the money I spend on advertising is wasted. I just don’t know which half.”On an episode of Showtime’s “Homeland,” one character called another a “useful idiot” (seventh season, ninth episode if you’re interested) as a reference to an outside influence supporting a cause that ran counter to the character’s own interest. It reminded me of some companies I’ve seen.Two kinds of data attitudesWhen it comes to data, companies get split into two buckets.The first is a company actively trying to get connections to all its data to understand where its money is going and where it’s coming from. This quest is a high priority within the organization, prioritized at the same level as production innovation or company growth.In t…

Marketers should be able to get more than 60% location opt-ins if they follow best practices

As CCPA, ITP and the forthcoming cookiepocalypse threaten the availability of third-party data for targeting and attribution, mobile-location tracking has emerged as a potential cookie alternative. But mobile operating system privacy controls and iPhone location alerts are starting to impact the availability of high-qualitylocation data.Location is also key tool for personalization. But in this new more privacy sensitive environment, getting consumers to share “always-on” background location or even opt-in to location sharing during app use have become bigger challenges for publishers and marketers.Consumers are ambivalent about location-data sharing. While the evidence shows the public has historically been ambivalent about location sharing, new survey data reflect increasing sophistication and sensitivity about context and use cases.The first survey of more than 1,300 U.S. adults, conducted by contextual marketing platform Herow, found that the public was roughly equally divided int…