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Showing posts from February 21, 2020
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VPN and SEO: Why professionals should care

Virtual private network (VPN) is a technology that stretches a private network across a public network. It helps you build a secure connection to another network over the World Wide Web. In other words, it shields your browsing activity from almost all kinds of investigation on a public network.VPN is prevalent nowadays, but not for the reasons it was originally invented for. Initially, VPNs were set up to link different business networks together safely over the internet or allow people to access their business networks from home or any remote place.Today, the virtual private network has been used for a variety of purposes, ranging from hiding/changing IP addresses, accessing blocked websites, encrypting data, and more. In this article, we will learn about how a VPN works and how you can use it for SEO purposes. However, before that, let’s have a quick look at the VPN market growth over the years.VPN global market and usersAccording to stats by Statista, 26% of global internet users …

Soapbox: Hyper-personalization is a value exchange for millennials

Brands today are clamoring to develop personalized experiences, customized products and individualized recommendations. And rightly so. Consumers are prepared to trade off a valuable asset in exchange for their personal information. In particular, millennials are significantly more likely than prior generations to provide brands with their personal data in exchange for convenient, customized and timely treatment.According to recent internal research, which found that more than half of millennials are willing to have their facial details and fingerprints on file with retailers if it means: a more convenient experience (55 percent), customized products and services (55 percent), or real-time promotions (52 percent).The openness to sharing such sensitive information speaks volumes about the desirability of personalization, but it is not to be taken for granted.Brands must deeply understand how their actions can build – or destroy – trust among their customers. Like any interpersonal rela…

How to tackle rising Facebook CPAs

SAN JOSE – With more advertisers and bigger budgets crowding onto Facebook and Instagram, acquisition costs are climbing. Advertisers can make their social ad dollars go further by re-thinking campaign fundamentals.“You need to make sure you’re scaling your available inventory for click-through rates, mirroring your audience, and being dynamic,” 3Q Digital’s Senior Strategy Development manager Madeline Fitzgerald said in sharing tips for lowering CPAs across Facebook at SMX West Thursday.Deconstructing Facebook CPCsAudience size: bigger is usually better. CPCs on Facebook are affected by audience size, account structure, and click-through rates (CTR). The narrower and smaller your target audience, the more competitive your bid will need to be, Fitzgerald explained. The competition in the auction will ultimately impact the CPC outcome.“If you’re noticing that your CPCs are really high, one of the first things you should do is check your audience sizes. If you’re seeing that [it’s] gett…

How digital commerce marketing is reshaping search, marketplaces and social

SAN JOSE – The rise of digital commerce is causing a sort of “renaissance” in today’s largest digital marketplaces, Search Engine Land Editor-in-Chief Ginny Marvin said Wednesday during her keynote at SMX West.This rebirth is driven by retailers that, seeing the monumental growth of Amazon, are seeking out richer ways to integrate and monetize their own first-party shopper data. Walmart Marketplace is one example, as is Microsoft’s acquisition of PromoteIQ which powers sponsored product ads that can be attributed to in-store and online sales among other capabilities for retailers like Kroger. First-party data is powerful – and is enabling brands to own direct, one-on-one relationships with consumers.Marvin also highlighted how social commerce and shoppable media are changing how we market and think about channel strategies. Ad formats (including Story ads and YouTube video ads) are increasingly becoming shoppable, allowing users to click to shop. Direct-to-consumer (D2C) brands, Marvi…

E-commerce category pages outperform product detail pages in SERPs

E-commerce category pages represent a larger opportunity for ranking and driving organic search traffic than product detail pages, according to research unveiled at SMX West 2020 on Thursday. Across nearly 30 top U.S., e-commerce sites ranking for more than 25 billion keywords, category pages outperformed product detail pages, driving more keyword rankings and estimated traffic, as well as showing higher potential to capture additional traffic with optimization.The data – culled by JumpFly and seoClarity from Google’s rankings in the U.S. – highlight the outsized role that category pages play in upper-funnel marketing efforts to drive brand awareness and interest.Specifically, e-commerce category pages – which include parent category, subcategory and product grid pages with faceted navigation – ranked for 19% more keywords on average than product detail pages ranked for. The additional keywords they ranked for drove an estimated 413% more traffic, based on the keywords’ search demand …

Soapbox: The challenges of CTV ad targeting

Ad targeting works best when a marketer’s message is delivered to the right person at the right time on the right screen. With CTV, determining those factors can be surprisingly difficult. Media buyers may not know which home they’re reaching, let alone who is watching at any given moment.That’s in part because consumers receive CTV programming over internet-connected devices with IP addresses. Most household IP addresses are assigned dynamically, meaning they change regularly, at least every several months and as often as every few days. In fact, about 1.5% of homes’ IP addresses change on any given day. That daily rate of change means that in a month, as many as 45% of homes may have seen their IP addresses fluctuate. Addressing this challenge is technically difficult and as a result, many advertising providers are likely to have it wrong in a large number of cases.A further targeting challenge is that even when an ad does reach the intended home, it may not be clear who is watching…

People skills vs. martech skills: You don’t have to choose

As marketing technology continues to underpin nearly every aspect of our work, marketers have to juggle efforts to not only become more adept at using martech, but to give ample focus to developing the people skills that improve their relationships with customers and other departments within their own organizations.Striking the balance isn’t easy, and a contentious debate that broke out on LinkedIn last week showed just how difficult it is to find consensus on whether traditional, people-based marketing skills or technical know-how are more important in a world where martech is marketing.However, it doesn’t have to be an ‘either/or” situation. Nurturing both disciplines will make you a better marketing technologist.Making connections is essentialCompanies are investing in and implementing new marketing platforms at staggering rates. Many of these companies are also recruiting and hiring new people with specific, certified skills — i.e., HubSpot or Salesforce certifications  — to run m…