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Showing posts from August 8, 2017
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Facebook looks to clean up Audience Network with higher standard for counting clicks

Facebook continues to try to ease advertisers’ concerns with ads running across its Audience Network ad network.After appraising Audience Network publishers’ ad placements last year and this year offering advertisers more control over where their ads are placed within the ad network, Facebook is now instituting a higher standard when charging for clicks on brands’ ads.To eliminate instances when people accidentally clicked an ad on a publisher’s site or app, such as when the “X” button is too small, Facebook will no longer count clicks if a person bounces back within less than two seconds of clicking on the ad and opening a page on the advertiser’s site, the company announced on Tuesday.The change only applies to ads running within Audience Network, according to a Facebook spokesperson. “On Facebook and Instagram, ad placements exist in the feed and don’t require ‘x-outs’ and can’t be strategically placed to instigate accidental clicks. It’s much more difficult to accidentally click o…

Measuring social traffic effectiveness when conversion is not the goal

In many cases, your content and landing pages that get social traffic have a clear success metric: conversion. You want to know if traffic coming from your organic or paid social media leads to the specific conversion action the page is supposed to generate.But what about when your goal is something other than a measurable conversion? What if the main objective of your content is establishing brand authority and reputation? What is the best success measurement in that case?Why average time on page is NOT the answerWhen your main goal for your content is to help, inform or entertain your users so that they form a positive association with your brand, then the action you want them to take is to read it.Getting people to read what you’ve written is more of an achievement than you might think. Landing them on the content from your social links is only the beginning of the battle. A Columbia University study showed that 59 percent of the links shared on social media had never been clicked …

Crimson Hexagon boosts its visual recognition of social pics

Images have become central to social conversations, and social intelligence platform Crimson Hexagon has boosted its image analysis to keep up.The Boston-based firm says it is now the only social platform that offers image analysis of faces, scenes, objects and activities, as well as logos. Previously, Crimson only offered recognition of logos in images, which the company says is where most of its major competitors still are.Some competitors do logo analysis, senior vice president of product Errol Apostolopoulos told me, and at least one — Sysomos — provides facial analysis.Some smaller social platforms have recently added more advanced image analysis. For instance, influencer platform Linqia has photo analysis, and influencer tool Dovetale provides image matching. User-generated content platform Chute features logo, object and scene detection.But Crimson Hexagon says these aren’t enterprise platforms, and they don’t offer photo analysis down to the object, scene, activity or face, in…

A world without “(not provided)”: How unlocking organic keyword data leads to a better web

Beginning in 2011, search marketers began to lose visibility over the organic keywords that consumers were using to find their websites, as Google graduallyswitched all of its searches over to secure searchusing HTTPS.As it did so, the organic keyword data available to marketers in Google Analytics, and other analytics platforms, slowly became replaced by “(not provided)”. By 2014, the (not provided) issue was estimated to impact 80-90% of organic traffic, representing a massive loss in visibility for search marketers and website owners.Marketers have gradually adjusted to the situation, and most have developed rough workarounds or ways of guessing what searches are bringing customers to their site. Even so, there’s no denying that having complete visibility over organic keyword data once more would have a massive impact on the search industry – as well as benefits for SEO.One company believes that it has found the key to unlocking “(not provided)” keyword data. We spoke to Daniel Sch…

Marketing Day: Facebook’s dynamic ads, mobile attribution & Snapchat’s Advanced Mode

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Technology (Marketing + Operations) = Time to reorganize the marketing department?
Aug 7, 2017 by Scott Brinker
If you’ve worked in marketing for longer than six months, chances are you’ve seen how technology changes the way we do things. And at an increasingly rapid pace. I’m not talking about updates to social media feed algorithms, or new search advertising options, or the improvements in email automation.The 4 Ps of SEO & digital marketing
Aug 7, 2017 by Marcus Miller
Great SEO does not exist in a bubble, but is part of a broader marketing framework. Columnist Marcus Miller explains how an awareness and understanding of this framework can improve SEO performance.How to effectively segment accounts with multiple locations
Aug 7, 2017 by Matt Umbro
What’s the best account structure for multilocation business advertisers? Columnist Matt Um…

Technology (Marketing + Operations) = Time to reorganize the marketing department?

If you’ve worked in marketing for longer than six months, chances are you’ve seen how technology changes the way we do things. And at an increasingly rapid pace.I’m not talking about updates to social media feed algorithms, or new search advertising options, or the improvements in email automation. (How about that Marketo outage last week to prove how reliant we are on marketing technologies?)I’m talking about how technology is fundamentally changing the way our marketing organizations are set up, how we communicate within them, and how they relate to other functional areas within the organization.Think about your role, and the role of your IT counterparts. Years ago, it was practically unheard of to have a reasonable dialogue between developers and marketers. Today, marketers realize they’re better off knowing code, and the good developers understand the reasons for creating some of the custom software requested by the marketing department.How does this impact the way a marketing dep…

The 4 Ps of SEO & digital marketing

It’s a peculiar time to be a marketer. Many of us in the SEO world, myself included, are not traditionally trained as marketers. In fact, I studied computer science and was initially a web and software developer.My marketing career was a fortunate accident — a case of being in the right place at the right time. I was working developing e-commerce sites, and when that job was done, the question soon became, How do we get more traffic and more customers? This led me into the new and exciting world of SEO circa 1999.Of course, there is more to marketing than just getting highly ranked on search engines, and it took me a while to figure this out. But over the years working as an SEO, I have learned the value of moretraditional marketing processes and how they relate to SEO.Search engines want to connect people with the best possible results — so user engagement and satisfaction is likely anSEO ranking factor. Certainly, on-page signals and links are still super-important, but these won’t …

How to effectively segment accounts with multiple locations

One of the more challenging yet often overlooked aspects of PPC management is how to run accounts with multiple locations. For example, you may be advertising for a company that has franchises throughout the country (such as a Macy’s or REI) or a branch of locations unique to a region (e.g., Shaw’s grocery stores in the northeast US). Creating the right account structure is critical for any account, but when advertising for multiple locations, it becomes that much more crucial for long-term management.In this post, I’ll speak to the various account breakout options for multilocation businesses while detailing the pros and cons of each. It’s important that you can easily segment performance by location. Clients will ask questions such as:Which locations are performing the best? The worst?Which locations need more budget? Less budget?Which keywords/audiences are working well by location?What does the competitive landscape look like in X location?As management progresses, you can’t be sp…

Affiliate is more than a platform

When I look at the affiliate business, I see it has truly grown in prominence over the last 10 years. Today, affiliate marketing gives brands nearly limitless opportunities to expand their partnerships, diversify distribution and reach new consumers.And the importance of this channel for marketers will continue to grow. Forrester Consulting, in a study commissioned by my company, projected that US affiliate marketing spending will reach over $6.8 billion by 2020 (PDF). Of course, as someone who works for an affiliate network, I’m biased — but I have good reasons!The marketing touch points that are afforded by this channel illustrate that affiliate is more than just the platform on which a program runs. Today, affiliate marketing has evolved to become the gateway for brands to create and nourish business partnerships. In fact, there is almost no one you can’t work with through an affiliate marketing relationship.Now, I agree that a powerful affiliate platform is still integral to manag…

Facebook extends dynamic ad retargeting to real estate listings

A couple of years ago, Facebook rolled out an ad format tailored to retailers looking to retarget people browsing their e-commerce sites. And over the past year, it has spun off versions of these Dynamic Ads customized for other industries, including hotels, airlines, and now realtors.On Monday, Facebook introduced a version of its Dynamic Ads product that enables realtors to retarget people who browse home and apartment listings on their sites or apps with ads on Facebook and Instagram.Facebook’s Dynamic Ads for Real Estate are as straightforward as the name suggests. Similar to its Dynamic Ads for Retail and for Travel, this variation takes an advertiser’s product catalog — in this case, a realtor’s home listings — and converts those listings into ads that will appear in the Facebook and Instagram feeds of people who had checked out similar listings on the realtor’s site or app.According to Facebook’s documentation, each home listing that a realtor uploads includes an image of the p…