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Showing posts from April 21, 2020
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Facebook pulls back on Campaign Budget Optimization mandate

In a reversal, Facebook will no longer require advertisers to use its Campaign Budget Optimization (CBO) feature in campaigns. Advertisers will have the choice to either have budgets managed at the campaign or ad set level.Advertiser choice. “To provide advertisers with flexibility and choice in their buying strategies, we have decided not to pursue a mandatory migration for Campaign Budget Optimization (CBO),” a Facebook spokesperson said in a statement to Search Engine Land Monday. “While we still believe CBO provides performance and value gains, we will move to offering CBO as an option and not as a requirement.”Facebook had initially planned to move all campaigns to CBO-only by last September but has been pushing off the switch. With CBO, Facebook’s algorithm automatically optimizes budget allocation across the ads sets in a campaign.Why we care. Many advertisers have pushed back against the change, saying they often see better results when they can set and control budgets at the …

Amid the economic gloom, some hopeful indicators emerge for marketers

The COVID-19 pandemic has taken its toll on consumer and business confidence, with various surveys reflecting pessimism and expectations of a deep and serious recession. Indeed, many economic forecasters and major investment firms project between 15% and 30% unemployment when all the layoffs are through. (At the height of the Great Depression, unemployment was 24.9%.)But amid the gloom and doom there are several hopeful signs for marketers considering campaign strategies and expenditures that may indicate the economy isn’t as severely damaged or won’t be down as long as many of these grim predictions suggest.Improving Consumer SentimentThe HPS-CivicScience Economic Sentiment Index (ESI) tracks consumer sentiment across five economic categories: jobs, economic outlook, willingness to make major purchases, personal finances and new home buying intent. These indicators dropped off a cliff as the lockdowns and shelter-in-place orders took hold in March in many states.Source: CivicScience A…

Simple URL Tricks for Google Drive You Should Know

With Google Drive, you can store files in the cloud and share them easily with anyone. Open any file in Google Drive, click the Share button and you’ll get a URL (link) that others can use to access your file. This is common knowledge but Google Drive has plenty of URL tricks up its sleeve that will make these simple Drive links even more powerful.Google Drive URL TricksGoogle Drive Web ViewerGoogle Drive includes a built-in web viewer so people can view your shared files - from Microsoft Office documents to videos to AutoCAD drawings - directly in their browser. You can use this web viewer to view online files without having to download the files to your computer.https://docs.google.com/viewer?url=FILE_URLReplace FILE_URL with the full http link of the online document and anyone can view your file in the browser itself. Here’s an example.Reader Mode for Google Drive FilesYou can view native Google documents in reader mode (sans the Google UI) by simply replace /edit in the Google Dri…

How to use LinkedIn Ads’ new company targeting options to boost B2B lead generation

It’s no secret that LinkedIn’s ad targeting is by far the best out there for B2B, and it just got a bit sweeter. Last week, LinkedIn released two new forms of company targeting, and they’re not phoning it in – both are excellent and will be useful to our accounts. The new ad targeting types are Company Category and Company Growth Rate. Company CategoryCompany Category in LinkedIn Ads is a curated list from Forbes, Fortune, and LinkedIn. Forbes and Fortune publish their lists publicly, and this is easy for someone at LinkedIn to simply compile the list into a Matched Audience list and make available for every advertiser to use. Obviously, the LinkedIn versions are really easy to compile as well since they’re internally generated.This list is somewhat limited now, but LinkedIn could continue to beef it up in the future. For instance, it would be great to have the Inc. 5000, and the S&P 500 lists, etc. If you hover over the question mark on the targeting type for a clue on how the ta…

Content marketing in the COVID-19 crisis: What the hospitality industry is teaching us

30-second summary:The COVID-19 crisis is impacting so many incredible brands — from neighbourhood spots to household names — many businesses have been reeling from the impact of everyone needing to stay home for the good of public health.Fractl’s Marketing Director, Amanda Milligan looked into how various brands are responding to this hardship through content to share some important lessons for other B2B and B2C businesses.She mentions how the messaging you use and the ways you choose to help are absolutely essential to maintaining positive relationships.Great examples included right from Airbnb, TripAdvisor, and Marriot to humble brands like Orbitz and The Potter’s house.Take a step back and consider how your brand can best contribute to the solutions your clients or customers need, you can form a short-term strategy on how your content can better serve them now. Everyone is suffering in some way during the era of the COVID-19 crisis, but as it relates to marketing, the tourism indust…

Don’t block the news: Tips to balance brand safety and corporate responsibility

“Don’t block the news.” This is the Interactive Advertising Bureau’s (IAB) passionate appeal to advertisers during the COVID-19 crisis. As the IAB knows, during a crisis an advertiser’s top priority is to retreat and protect the brand. No brand wants their name associated with tragedy and bad news and that means news sites are often on the chopping block. Brands that keep their campaigns running on news sites risk bad publicity, upset customers, and reduced campaign performance. Imagine an ad featuring large gatherings alongside an article about mandatory quarantines. The damage done if a brand is caught in a public relations firestorm can be difficult, if not impossible, to repair. It should seem obvious that blocking the news is the right choice for advertisers. But it’s not that simple.During a crisis, access to quality information is critical. News organizations struggling to keep the lights on as advertisers flee their properties can have a major effect on the ability of authorit…

Five ways a CRM system improves SEO results

30-second summary:When you look at what all a CRM system does for you, it lines up perfectly with the goals of an effective SEO strategy. The two should go hand-in-hand, working together to make each other more successful.Right from initiating surveys to getting insights from customer data for hyper-targeted content creation, there’s a lot that a CRM can offer that will add value to your SEO strategy.Customer experience too is intricately linked to the heart of how SEO works. When people search for keywords or phrases, they’re trying to find answers to questions and other information to satisfy a need.Don’t underestimate the impact a CRM system can have on your SEO. Five ways your CRM can help you get better results with SEO. The beauty and bane of SEO is that it’s a richly diverse topic. There are so many avenues to explore and angles to consider. In a previous article, we looked at how different inter-organizational collaborations can boost your SEO implementation and improve your re…

Discover MarTech is happening this week: Don’t miss these 30+ FREE expert-led sessions!

Just because you’re stuck at home doesn’t mean you can’t discover something new! Attend Discover MarTech online this week for FREE to learn proven ways to overcome common marketing challenges, prepare your organization for a post-coronavirus world, and explore time-saving tools from more than 50 vendors.Log on this Tuesday through Thursday, April 21-23, 1:00pm – 5:00pm ET*, to join 7,000+ fellow marketers for an in-depth, expert-led program, kicking off each day with exclusive keynotes from myself and Real Story Group’s Tony Byrne.We’ll tackle crucial topics, featuring:What marketing might look like in a post-coronavirus world: What can you be doing to prepare? How will you adapt and thrive when the dust settles?Four archetypes of marketing technologists and a look at their roles and responsibilitiesThe current state of marketing technology and operations careers, featuring insights from the latest Chiefmartec.com / MarTech Today Career SurveyA state-of-the-art martech stack: What doe…

In major shift, Google Shopping opens up to free product listings

Google is taking the significant step of opening up its Shopping search results to unpaid, organic listings. The Google Shopping tab results “will consist primarily of free product listings” starting next week, the company announced Tuesday.The move comes amid the coronavirus crisis in which many brick and mortar retailers have had to close their doors. An e-commerce strategy has suddenly taken on heightened importance and urgency for merchants. The crisis was the impetus for “advancing our plans to make [Google Shopping] free for merchants,” Google’s President of Commerce Bill Ready said in a blog post. However, the change will be permanent and fits into the longer-term vision for the company’s role in digital commerce.“For retailers, this change means free exposure to millions of people who come to Google every day for their shopping needs,” said Ready. “For shoppers, it means more products from more stores, discoverable through the Google Shopping tab. For advertisers, this means p…

Coronavirus and the future of the supply chain

Toilet paper. We never thought about it before. You went to the store, you got it. If you wanted, you could buy it in bulk on the internet or even subscribe to get regular shipments.Now, during the coronavirus outbreak, toilet paper can’t be found. There was no contingency in the supply chain for a rush on toilet paper. Especially a nonsensical upsurge that has left aisles bare, grocery stores enforcing a two-roll maximum per family, and rogue toilet paper merchants selling rolls for $60 a pop.The coronavirus is many things, but a cause for more toilet paper it is not one of them. Unlike hand sanitizer and masks, for example, people who started hoarding the rolls will likely still have them long after the aisles are stocked again. That’s going to trigger another supply chain shock.A supply chain is like the individual parts of a car. When they’re working together, you don’t notice them. You don’t think about them. And you probably don’t know how they work.But when they break down, thi…

Google adds clarity around eligibility, timing for SMB ad credits

Last month, Google announced it would be providing $340 million in Google Ads credits for SMBs as part of an $800 million effort to support organizations during the coronavirus pandemic. On Monday, the company updated the help page to provide some more information about the ad credits program.Eligibility. Initially, Google had said small and medium-size businesses would be eligible if they had been active advertisers since the beginning of 2019 and adhere to Google Ads policies. The company has now clarified that advertisers will need to have spent with a Google Ads account directly or through a partner in 10 out of 12 months in 2019 and in either January and/or February of 2020.Essentially, the credits are going to the small and medium-sized businesses that have been consistent, committed advertisers and were advertising this year, before the new coronavirus reached pandemic status.Timing. The credits will roll out in phases, beginning in late May. Eligible advertisers will receive o…

Discover MarTech takes a deep dive into digital transformation

We are so excited to kick off our first virtual MarTech conference, Discover MarTech, and it comes at a time when businesses need solid, tactical info to help them navigate this uncertain time.In total, we are going to be presenting nearly 40 sessions that will start on Tuesday and last through Thursday. MarTech Conference Chair Scott Brinker will kick-off the event, and during his keynote, Scott will discuss what marketers can expect when the smoke clears and what marketing will look like in a post-coronavirus world. He also has new insights from our latest martech career survey that he will share.Related: Register to attend Discover MarTechBut while the entire event is packed with valuable content, we know that one topic that is top of mind for most in our martech community right now is keeping their martech stacks at full-tilt in the face of major business challenges. So here’s a quick overview of three sessions that address the immediate impact of the pandemic on businesses right …

Women of Martech organization aims to lift the voices of women in our community

Last year, MarTech Today’s 2019 marketing operations and technology salary survey found the salary gap between men and women showed no signs of closing, with the salary disparity kicking in around base salaries of $125,000. Not only are women marketing technologists earning less money than their male counterparts, they are also being promoted less frequently: Nearly double the number of women as men reported it had been more than five years since their last promotion.“Across too much of the martech industry, there is very little diversity at the highest levels. This fact is very often visible at leadership events, including conference panels, and despite statistical evidence that companies with diverse leadership are more successful, change is slow,” said Kathy Bryan, Digital Media Solutions CMO.To make a difference in our industry, and help accelerate the careers of women in the martech community, she and five of her Digital Media Solutions colleagues have launched the Women of Marte…