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Showing posts from March 14, 2020

Your 5 biggest Google Ads challenges & how to solve them

Paid search is a highly-competitive marketplace, with more than 160 billion monthly Google searches and 95.3% of clicks going to the top four results. Digital ad spend worldwide is expected to reach over $375 billion by 2021, so the pressure is on to boost performance and increase conversions.To successfully navigate the paid search landscape marketers need to be proactive and learn how to get the best out of the right tools to stay on top of their PPC ‘A-game’ (A for automation). Adthena has created this guide to address five top Google Ads challenges and offer solutions that will help you get better results and make your life easier in the process.Visit Digital Marketing Depot to download “Find your PPC A-game in 2020,” from Adthena.The post Your 5 biggest Google Ads challenges & how to solve them appeared first on Marketing Land.

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Social shorts: TikTok’s new ‘Transparency Center,’ VSCO rolls out new video tool, YouTube allows certain coronavirus ads

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter.Click here to subscribeand get more news like this delivered to your inbox every morning.YouTube makes an exception for coronavirus ads, Instagram tests new feature for live stream postingYouTube to allow some coronavirus monetization. YouTube is loosening the reins on its ‘Sensitive Events’ policy to allow monetization of some coronavirus-related videos, Social Media Today reports. The platform is making a special exclusion to allow selected YouTubers to monetize videos that discuss the pandemic. The goal is to make ‘authoritative’ information visible to users while providing ad credits to relevant organizations, like the World Health Organization and the CDC. YouTube said it’s also donating ad inventory to governments and NGOs to help spotlight timely information. Post live streams directly to IGTV. Instagram is reportedly testing a…

Facebook tests program that lets users link brand loyalty accounts to earn, see rewards in the app

Facebook confirmed Friday that it is testing a new program that allows users to easily view their points and rewards from brands within the Facebook app. Sephora will begin piloting the new program in the U.S. next week, a spokesperson from Facebook said.Here’s what it looks like:Image: Facebook As shown in the screenshot sequence above, users will be able to connect their rewards accounts (in this case, Sephora Insider) to their Facebook account. After linking, Sephora will be able to serve personalized offers that highlight the user’s perk status directly in the newsfeed.Why we careIt’s Facebook’s first major ad product focused on loyalty. Brands can reach customers who have already shopped with them to surface personalized information – like points or rewards – in a relatively frictionless way. In addition to targeting actively loyal members, brands can re-engage with past customers more using dynamic, personalized ads and organic promotions as part of the program.It’s worth noting …

Compassionate to cringeworthy, brands navigate the COVID-19 messaging minefield

For better and often for worse, marketers and brands feel compelled to weigh in on public tragedies, natural disasters and other major social upheavals – some with sincerity and some opportunistically. The coronavirus is no exception.Inbox blowing up with coronavirusOver the past 24 hours my inbox (and I assume yours) has blown up with coronavirus-related missives and even promotions tied to the pandemic. Many of these messages are thoughtful, some are gratuitous and some are outright crass. Some messages are intended to help or clarify and some are not-so-subtle prompts to buy or shop.It’s appropriate and important for companies in the travel and hospitality segment, for example, to inform the public about new rules and steps they’re taking to ensure safety and hygiene, as well as any relaxed cancellation or change fee policies. I think I’ve received a version of United’s “Our response to the coronavirus outbreak” email from every airline I’ve ever flown in the past 24 hours.“Hello p…

Martech brands offer breaks, new tech for businesses to manage coronavirus impact

In response to the coronavirus outbreak, many martech platforms are doing what they can to support our community, offering services and tools for businesses already feeling the impact from the pandemic.Here is a quick list of the responses we’ve seen. If your martech company is making similar efforts, please let us know and we’ll update this list.Box offers free 90-day Business PlanBox is currently offering a free version of its content management platform. The company’s CEO tweeted on Thursday any small and medium businesses in need of the tool will be able to sign up for the Box Business edition to use free of charge for 90-days. Box Business includes unlimited storage, up to 5 GB of file uploads, advanced user and security reporting, mobile security controls and more.RPA solution for event cancellations and refundsUsing its robotic process automation technology, CampTek Software has developed a robot that automates tasks associated with cancellations and refunds for large, global c…