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Showing posts from January 31, 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…