SEO Biz Updated RSS Feed http://feed.informer.com/digests/MLEFXEUEU1/feeder SEO Biz Updated RSS Feed Respective post owners and feed distributors Thu, 21 Sep 2017 18:07:00 +0000 Feed Informer http://feed.informer.com/ Bing Makes its Search Crawler Bingbot More Efficient by @MattGSouthern http://tracking.feedpress.it/link/13962/10624168 Search Engine Journal urn:uuid:0640b4f8-e596-8439-da67-b8098166b980 Mon, 22 Oct 2018 05:00:21 +0000 <p>Bing’s search crawler, bingbot, has been improved to maximize crawl efficiency.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/bing-makes-its-search-crawler-bingbot-more-efficient/274569/">Bing Makes its Search Crawler Bingbot More Efficient by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10624168.gif" height="1" width="1"/> How to Get More Keyword Metrics for Your Target Keywords http://tracking.feedpress.it/link/9375/10624961 Moz Blog urn:uuid:e680f404-da77-a04b-61e8-722b384af9f9 Mon, 22 Oct 2018 00:09:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/42530\">Bill.Sebald</a></p><p>If you’re old in SEO years, you remember the day <a href="https://googleblog.blogspot.com/2011/10/making-search-more-secure.html" target="_blank">[not provided]</a> was introduced. It was a dark, dark day. SEOs lost a vast amount of trusty information. Click data. Conversion data. This was incredibly valuable, allowing SEOs to prioritize their targets.<br></p><p>Google said the info was removed for security purposes, while suspicious SEOs thought this was a push towards spending more on AdWords (now Google Ads). I get it — since AdWords would give you the keyword data SEOs cherished, the “controversy” was warranted, in my opinion. The truth is out there.<br></p><p>But we’ve moved on, and learned to live with the situation. Then a few years later, Google Webmaster Tools (now Search Console) started providing some of the keyword data in the Search Analytics report. Through the years, the report got better and better.<br></p><p>But there’s still a finite set of keywords in the interface. You can’t get more than 999 in your report.</p><p class="full-width"><img alt="Search Analytics Report" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc7734fe72470.62169121.png"></p><h2>Guess what? Google has more data for you!</h2><p>The Google Search Console API is your friend. This summer it became even friendlier, <a href="https://searchengineland.com/google-search-console-analytics-api-now-has-16-months-of-data-300430">providing 16 months worth of data</a>. What you may not know is this API can give you more than 999 keywords. By way of example, the API provides more than 45,000 for our Greenlane site. And we’re not even a very large site. That’s right — the API can give you keywords, clicks, average position, impressions, and CTR %.</p><p>Salivating yet?</p><h2>How to easily leverage the API</h2><p>If you’re not very technical and the thought of an API frightens you, I promise there’s nothing to fear. I’m going to show you a way to leverage the data using Google Sheets.</p><p>Here is what you will need:</p><ol><li><a href="https://www.google.com/sheets/about/" target="_blank">Google Sheets</a> (free)</li><li><a href="https://supermetrics.com/" target="_blank">Supermetrics Add-On</a> (free trial, but a paid tool)</li></ol><p>If you haven’t heard of Google Sheets, it’s one of several tools Google provides for free. This directly competes with Microsoft Excel. It's a cloud-based spreadsheet that works exceptionally well.</p><p>If you aren’t familiar with Supermetrics, it’s an add-on for Google Sheets that allows data to be pulled in from other sources. In this case, one of the sources will be Google Search Console. Now, while Supermetrics has a free trial, paid is the way to go. It’s worth it!</p><h3>Installation of Supermetrics:</h3><ol><li>Open Google Sheets and click the Add-On option</li><li>Click Get Add-Ons</li><li>A window will open where you can search for Supermetrics. It will look like this:</li></ol><p class="full-width"><img alt="How To Install Supermetrics" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc773508afee2.34793709.png"></p><p>From there, just follow the steps. It will immediately ask to connect to your Google account. I’m sure you’ve seen this kind of dialog box before:</p><p><img alt="Supermetrics wants to access your Google Account" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc7735113a813.87143886.png"></p><p>You’ll be greeted with a message for launching the newly installed add-on. Just follow the prompts to launch. Next you’ll see a new window to the right of your Google Sheet.</p><p class="full-width"><img alt="Launch message" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc773518287d6.95150943.png"></p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc77352174a97.59812713.png"></p><p>At this point, you should see the following note: </p><blockquote><em>Great, you’re logged into Google Search Console! Now let’s run your first query. Pick an account from the list below.</em></blockquote><p>Next, all you have to do is work down the list in Supermetrics. Data Source, Select Sites, and Select Dates are pretty self-explanatory. When you reach the “Select metrics” toggle, choose Impressions, Clicks, CTR (%), and Average Position.</p><p><img alt="Metrics" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc773527f85c2.21458567.png"></p><p>When you reach “Split by,” choose Search Query as the Split to rows option. And pick a large number for number of rows to fetch. If you also want the page URLs (perhaps you’d like your data divided by the page level), you just need to add Full URL as well.</p><p><img alt="Split By" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc77352eaba82.82233835.png"></p><p>You can play with the other Filter and Options if you’d like, but you’re ready to click Apply Changes and receive the data. It should compile like this:</p><p class="full-width"><img alt="Final result" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc7735375ab81.60567410.png"></p><h2>Got the data. Now what?</h2><p>Sometimes optimization is about taking something that's working, and making it work better. This data can show you which keywords and topics are important to your audience. It’s also a clue towards what Google thinks you’re important for (thus, rewarding you with clicks).<br></p><p>SEMrush and Ahrefs can provide ranking keyword data with their estimated clicks, but impressions is an interesting metric here. High impression and low clicks? Maybe your title and description tags aren’t compelling enough. It’s also fun to VLOOKUP their data against this, to see just how accurate they are (or are not). Or you can use a tool like PowerBI to append other customer or paid search metrics to paint a bigger picture of your visitors’ mindset.</p><h2>Conclusion</h2><p>Sometimes the littlest hacks are the most fun. Google commonly holds some data back through their free products (the <a href="https://www.greenlanemarketing.com/tools/google-indexation-tester/">Greenlane Indexation Tester is a good example</a> with the old interface). We know Search Planner and Google Analytics have more than they share. But in those cases, where directional information can sometimes be enough, digging out even more of your impactful keyword data is pure gold.</p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/42530\">Bill.Sebald</a></p><p>If you’re old in SEO years, you remember the day <a href="https://googleblog.blogspot.com/2011/10/making-search-more-secure.html" target="_blank">[not provided]</a> was introduced. It was a dark, dark day. SEOs lost a vast amount of trusty information. Click data. Conversion data. This was incredibly valuable, allowing SEOs to prioritize their targets.<br></p><p>Google said the info was removed for security purposes, while suspicious SEOs thought this was a push towards spending more on AdWords (now Google Ads). I get it — since AdWords would give you the keyword data SEOs cherished, the “controversy” was warranted, in my opinion. The truth is out there.<br></p><p>But we’ve moved on, and learned to live with the situation. Then a few years later, Google Webmaster Tools (now Search Console) started providing some of the keyword data in the Search Analytics report. Through the years, the report got better and better.<br></p><p>But there’s still a finite set of keywords in the interface. You can’t get more than 999 in your report.</p><p class="full-width"><img alt="Search Analytics Report" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc7734fe72470.62169121.png"></p><h2>Guess what? Google has more data for you!</h2><p>The Google Search Console API is your friend. This summer it became even friendlier, <a href="https://searchengineland.com/google-search-console-analytics-api-now-has-16-months-of-data-300430">providing 16 months worth of data</a>. What you may not know is this API can give you more than 999 keywords. By way of example, the API provides more than 45,000 for our Greenlane site. And we’re not even a very large site. That’s right — the API can give you keywords, clicks, average position, impressions, and CTR %.</p><p>Salivating yet?</p><h2>How to easily leverage the API</h2><p>If you’re not very technical and the thought of an API frightens you, I promise there’s nothing to fear. I’m going to show you a way to leverage the data using Google Sheets.</p><p>Here is what you will need:</p><ol><li><a href="https://www.google.com/sheets/about/" target="_blank">Google Sheets</a> (free)</li><li><a href="https://supermetrics.com/" target="_blank">Supermetrics Add-On</a> (free trial, but a paid tool)</li></ol><p>If you haven’t heard of Google Sheets, it’s one of several tools Google provides for free. This directly competes with Microsoft Excel. It's a cloud-based spreadsheet that works exceptionally well.</p><p>If you aren’t familiar with Supermetrics, it’s an add-on for Google Sheets that allows data to be pulled in from other sources. In this case, one of the sources will be Google Search Console. Now, while Supermetrics has a free trial, paid is the way to go. It’s worth it!</p><h3>Installation of Supermetrics:</h3><ol><li>Open Google Sheets and click the Add-On option</li><li>Click Get Add-Ons</li><li>A window will open where you can search for Supermetrics. It will look like this:</li></ol><p class="full-width"><img alt="How To Install Supermetrics" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc773508afee2.34793709.png"></p><p>From there, just follow the steps. It will immediately ask to connect to your Google account. I’m sure you’ve seen this kind of dialog box before:</p><p><img alt="Supermetrics wants to access your Google Account" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc7735113a813.87143886.png"></p><p>You’ll be greeted with a message for launching the newly installed add-on. Just follow the prompts to launch. Next you’ll see a new window to the right of your Google Sheet.</p><p class="full-width"><img alt="Launch message" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc773518287d6.95150943.png"></p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc77352174a97.59812713.png"></p><p>At this point, you should see the following note: </p><blockquote><em>Great, you’re logged into Google Search Console! Now let’s run your first query. Pick an account from the list below.</em></blockquote><p>Next, all you have to do is work down the list in Supermetrics. Data Source, Select Sites, and Select Dates are pretty self-explanatory. When you reach the “Select metrics” toggle, choose Impressions, Clicks, CTR (%), and Average Position.</p><p><img alt="Metrics" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc773527f85c2.21458567.png"></p><p>When you reach “Split by,” choose Search Query as the Split to rows option. And pick a large number for number of rows to fetch. If you also want the page URLs (perhaps you’d like your data divided by the page level), you just need to add Full URL as well.</p><p><img alt="Split By" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc77352eaba82.82233835.png"></p><p>You can play with the other Filter and Options if you’d like, but you’re ready to click Apply Changes and receive the data. It should compile like this:</p><p class="full-width"><img alt="Final result" src="http://d2v4zi8pl64nxt.cloudfront.net/more-keyword-metrics/5bc7735375ab81.60567410.png"></p><h2>Got the data. Now what?</h2><p>Sometimes optimization is about taking something that's working, and making it work better. This data can show you which keywords and topics are important to your audience. It’s also a clue towards what Google thinks you’re important for (thus, rewarding you with clicks).<br></p><p>SEMrush and Ahrefs can provide ranking keyword data with their estimated clicks, but impressions is an interesting metric here. High impression and low clicks? Maybe your title and description tags aren’t compelling enough. It’s also fun to VLOOKUP their data against this, to see just how accurate they are (or are not). Or you can use a tool like PowerBI to append other customer or paid search metrics to paint a bigger picture of your visitors’ mindset.</p><h2>Conclusion</h2><p>Sometimes the littlest hacks are the most fun. Google commonly holds some data back through their free products (the <a href="https://www.greenlanemarketing.com/tools/google-indexation-tester/">Greenlane Indexation Tester is a good example</a> with the old interface). We know Search Planner and Google Analytics have more than they share. But in those cases, where directional information can sometimes be enough, digging out even more of your impactful keyword data is pure gold.</p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/10624961.gif" height="1" width="1"/> Google Notifies Site Owners About Delays With Search Console Reports by @MattGSouthern http://tracking.feedpress.it/link/13962/10622078 Search Engine Journal urn:uuid:1e53d689-f2eb-8e5b-5f7a-13273a9b2ec0 Sun, 21 Oct 2018 22:10:54 +0000 <p>Google has notified site owners that some reports in Search Console are currently delayed.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-notifies-site-owners-about-delays-with-search-console-reports/274561/">Google Notifies Site Owners About Delays With Search Console Reports by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10622078.gif" height="1" width="1"/> Is Facebook Long-Form Video Dead? https://www.socialmediaexaminer.com/facebook-long-form-video-dead/ Social Media Examiner urn:uuid:e8ee856c-cb8b-7f23-5495-6fdd2624aaf5 Sat, 20 Oct 2018 10:00:46 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200-768x402.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200-1024x536.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200-497x260.png 497w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200-770x403.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200-920x481.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/SMMT-Show-2018-10-20-1200-600x314.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Welcome to this week&#8217;s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week&#8217;s Social Media Marketing Talk Show, join us as we discuss Social Media Examiner&#8217;s reasons for pulling three shows from Facebook with Michael Stelzner. Plus <a class="read-more" href="https://www.socialmediaexaminer.com/facebook-long-form-video-dead/">[...]</a></p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/facebook-long-form-video-dead/">Is Facebook Long-Form Video Dead?</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Examiner</a>.</p> Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants https://marketingland.com/gartners-first-magic-quadrant-report-on-ad-tech-scans-the-multi-channel-giants-250245 Marketing Land urn:uuid:e00f03ee-7fb4-5b90-16a2-bb9c40a14b6f Fri, 19 Oct 2018 21:34:30 +0000 <p>The report focuses on what it calls “foundational technology,” even as the ground keeps shifting.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/gartners-first-magic-quadrant-report-on-ad-tech-scans-the-multi-channel-giants-250245">Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="alignnone size-large wp-image-250273" src="https://marketingland.com/wp-content/ml-loads/2018/10/ads-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/ads-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2018/10/ads-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/10/ads-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Marketers may be able to get a better sense of the complicated, dynamic and sometimes controversial category of ad tech through research firm Gartner&#8217;s recently released, first Magic Quadrant report on the topic.</p> <p>A free version is available from several of the vendors mentioned in the report, including <a href="http://info.mediamath.com/CO-201810_Gartner_Magic_Quadrant_Download.html?utm_campaign=CO-201810_Gartner_Magic_Quadrant&#038;utm_term=O&#038;utm_medium=Direct&#038;utm_source=Website&#038;utm_content=Blog">MediaMath</a> and <a href="https://site.adform.com/knowledgecenter/gartner-magic-quadrant/?utm_source=The+Adform+Insider+Newsletter&#038;utm_campaign=11e356ebc7-EMAIL_CAMPAIGN_2018_08_23_12_56_COPY_01&#038;utm_medium=email&#038;utm_term=0_0eb4077096-11e356ebc7-417754233&#038;mc_cid=11e356ebc7&#038;mc_eid=f1bce0ee58">Adform</a>. (Registration required.)</p> <p><strong>How vendors are selected.</strong> Only a handful of providers in this burgeoning field are included. The report focuses on those that can execute digital ad buys, deliver digital ads to at least four channels (such as web display ads, video, in-app ads, native and programmatic TV), have more than a billion dollars in annual billings, and support the four main buying modes: API-based bidding and trafficking, real-time bidding, private marketplaces and programmatic direct.</p> <p>Multi-channel capability is required for consideration, Gartner said, because it is interested in foundational technology, not just point solutions.</p> <p>And the vendors must have a public compliance plan for the European Union’s General Data Protection Regulation (<a href="https://martechtoday.com/guide/gdpr-the-general-data-protection-regulation">GDPR</a>).</p> <p>This filtering left out a lot of well-known ad tech providers, such as Innovid, because it’s focused on the video channel, and AppNexus, since its recent acquisition by AT&#038;T meant that Gartner couldn’t get enough info about its new incarnation.</p> <p>This winnowing yielded eight companies, which are summarized in terms of their strengths and “cautions&#8221; and ranked as follows:</p> <ul> <li>Leaders, which are high on the two axes of “ability to execute” and “completeness of vision”: Google, MediaMath, Adobe and Adform.</li> <li>Challengers, high on the execute dimension but not on vision: The Trade Desk, Amobee.</li> <li>Visionaries, high on vision, low in execution: Sizmek.</li> <li>And Niche Players, who are low in both axes: Oath (formerly AOL and Yahoo).</li> </ul> <p><strong>Other tools, dynamic forces.</strong> As with other vendors, this limited set also offers a variety of other tools besides the key ad tech instrument of the demand-side platform (DSP), as Gartner notes the common bundling of such complementary tools as dynamic creative optimization (DCO), data management platforms (DMPs), ad servers, and search engine marketing.</p> <p>The ad tech market is swimming in dynamic forces, the report points out, many of them what it calls “paradoxical.” DMPs, for instance, act as agents for their own data, meaning little quality control beyond trust, and DSPs measure their own performance.</p> <p>New privacy laws like GDPR are engaged in an ongoing redefinition of existing data practices, while charges of fraud and lack of transparency by some of the world’s largest advertisers have cast doubt across an industry that is built around a series of black box processes.</p> <p>Other drivers that keep the players busily adapting include the recent entry of major telecoms like AT&#038;T and Verizon, the shift in focus for many advertisers from audience targeting of individuals to contextual ads and direct relationships with publishers, the rise of direct publisher auctions via header bidding, and the industry-domination of Google and Facebook, with Amazon coming on strong.</p> <p><strong>New technologies and a key shift.</strong> But the category is still attracting new entrants, including ones that hope to solve many of these problems through technologies like blockchain, and there’s a boom of new activity around the original giant of media channels: <a href="https://martechtoday.com/addressable-tv-state-cross-device-ad-buying-203737">television</a>, now becoming a part of the <a href="https://martechtoday.com/martech-landscape-what-is-programmatic-ad-buying-157453">programmatic</a> digital landscape.</p> <p>A key shift &#8212; which the report says is now “gaining the edge” &#8212; is the move of ad tech operations from ad agencies to in-house, made more feasible by the proliferation of cloud-based technology and the increasing use of artificial intelligence, and driven by cost savings, turnaround time, and the need for data oversight and compliance.</p> <p><strong>Why this matters to marketers.</strong> There are few industries on the planet that are more complicated or hidden than ad tech, and none that are more important to marketers. Although this initial Gartner report on the sector leaves out many key players, it starts to sift the category into its key characteristics, issues and possibilities that impact marketers.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">click here.</a></i></p> <p>The post <a rel="nofollow" href="https://marketingland.com/gartners-first-magic-quadrant-report-on-ad-tech-scans-the-multi-channel-giants-250245">Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook Attribution now available to all advertisers https://marketingland.com/facebook-attribution-now-available-to-all-advertisers-250249 Marketing Land urn:uuid:7a13d1ac-6d9f-ce99-0a2f-4d3624727ee9 Fri, 19 Oct 2018 20:42:20 +0000 <p>The attribution solution was in beta for more than a year. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-attribution-now-available-to-all-advertisers-250249">Facebook Attribution now available to all advertisers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter wp-image-250254 size-large" src="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-attribution-e1539980425623-800x455.jpg" alt="" width="800" height="455" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-attribution-e1539980425623-800x455.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-attribution-e1539980425623-600x341.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-attribution-e1539980425623-768x437.jpg 768w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-attribution-e1539980425623.jpg 1271w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Facebook started beta testing an attribution solution for marketers to analyze the impact of their campaigns both on and off Facebook in <a href="https://marketingland.com/facebook-phase-out-atlas-brand-208462">March 2017</a>. On Friday, the company <a href="https://www.facebook.com/business/news/facebook-attribution-a-measurement-tool-for-todays-digital-advertising-landscape">released Facebook Attribution</a> out of beta to all advertisers. It also introduced a new &#8220;data-driven attribution model.&#8221;</p> <h2>Why marketers should care</h2> <p>The free tool is powered by the Facebook Pixel and can report on campaigns across Facebook, Instagram, Audience Network and Messenger.. The reports are designed to show how Facebook ad campaigns are impacting actions throughout the customer journey and which channels are driving traffic, conversions and purchases.</p> <p>Like Google, Facebook&#8217;s data-driven attribution model uses machine learning to account for incremental conversions driven by ads across its platforms.</p> <p>&#8220;Using new data-driven attribution model, you can see how your ads on Facebook, Instagram, Audience Network and Messenger are contributing to incremental business results compared to if you were not running ads,&#8221; writes Facebook on its business blog.</p> <p>The reports offer cross-device conversion visualizations (example shown below), insights into purchases resulting from paid, organic and direct sources, as well as conversion and visit metrics broken down by sources.<img class="aligncenter size-large wp-image-250250" src="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-attribution-3-800x394.png" alt="" width="800" height="394" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-attribution-3-800x394.png 800w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-attribution-3-600x295.png 600w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-attribution-3-768x378.png 768w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-attribution-3.png 1024w" sizes="(max-width: 800px) 100vw, 800px" /></p> <h2>More on Facebook Attribution</h2> <ul> <li>It&#8217;s now available in Business Manager under the &#8220;Measure &#038; Report&#8221; section in the tools area.</li> <li>To use it, you&#8217;ll need to group your ad accounts, pixels, apps and offline event sets. Because it relies on machine learning, the system will take time to gather and learn data before any reporting is available.</li> <li>A <a href="https://www.facebook.com/business/help/176969939431761?ref=fbb_attribution">help center</a> has some basic information about attribution metrics and setup tools.</li> <li>With its version of an attribution tool, Facebook has beaten Google and Amazon to the punch. Google&#8217;s free version of is still in beta and Amazon is reportedly testing its own. Unlike Google&#8217;s, however, Facebook Attribution is reporting only and does not plug back into Ads Manager to inform bidding.</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-attribution-now-available-to-all-advertisers-250249">Facebook Attribution now available to all advertisers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Marketing Day: Facebook Attribution, social commerce, the Coalition Against Ad Fraud https://marketingland.com/marketing-day-social-commerce-the-coalition-against-ad-fraud-more-250247 Marketing Land urn:uuid:ff39ce9b-b14f-1b7f-4f10-e13e252129d2 Fri, 19 Oct 2018 20:18:57 +0000 <p>Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-social-commerce-the-coalition-against-ad-fraud-more-250247">Marketing Day: Facebook Attribution, social commerce, the Coalition Against Ad Fraud</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-149669" src="http://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a href="https://marketingland.com/facebook-attribution-now-available-to-all-advertisers-250249" title="Facebook Attribution now available to all advertisers">Facebook Attribution now available to all advertisers</a></strong><br /><!-- byline -->Oct 19, 2018 by Amy Gesenhues<!-- end byline --> <p>The attribution solution was in beta for more than a year. </p> <p><!--end ml posts--></li> <li><strong><a href="https://marketingland.com/survey-social-commerce-held-back-by-security-privacy-concerns-250211" title="Survey: Social commerce held back by security, privacy concerns">Survey: Social commerce held back by security, privacy concerns</a></strong><br /><!-- byline -->Oct 19, 2018 by Greg Sterling<!-- end byline --> <p>However social media influence on purchases via other channels is strong. </p> <p><!--end ml posts--></li> <li><strong><a href="https://marketingland.com/fizziology-employs-watson-linguistic-analysis-to-match-endorsing-athletes-personalities-with-brands-250197" title="Fizziology employs Watson linguistic analysis to match endorsing athletes’ personalities with brands’">Fizziology employs Watson linguistic analysis to match endorsing athletes’ personalities with brands’</a></strong><br /><!-- byline -->Oct 18, 2018 by Barry Levine<!-- end byline --> <p>The matchmaking is based on social posts by brand advocates and by the athletes themselves.</p> <p><!--end ml posts--></li> <li><strong><a href="https://marketingland.com/coalition-against-ad-fraud-releases-first-standardized-document-to-pin-down-mobile-fraud-250174" title="Coalition Against Ad Fraud releases ‘first standardized document’ to pin down mobile fraud">Coalition Against Ad Fraud releases ‘first standardized document’ to pin down mobile fraud</a></strong><br /><!-- byline -->Oct 18, 2018 by Barry Levine<!-- end byline --> <p>CAAF is focused on performance ad fraud on mobile devices.</p> <p><!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants" href="https://martechtoday.com/gartners-first-magic-quadrant-report-on-ad-tech-scans-the-multi-channel-giants-226873">Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants</a></strong><br /> <!-- byline -->Oct 19, 2018 by Barry Levine<!-- end byline --><br /> The report focuses on what it calls “foundational technology,” even as the ground keeps shifting.<!--end ml posts--></li> <li><strong><a title="Ad exchanges to publishers, advertisers: Here’s how we’ll make programmatic safer" href="https://martechtoday.com/ad-exchanges-to-publishers-advertisers-heres-how-well-make-programmatic-safer-226764">Ad exchanges to publishers, advertisers: Here’s how we’ll make programmatic safer</a></strong><br /> <!-- byline -->Oct 19, 2018 by Robin Kurzer<!-- end byline --><br /> A unified pledge to abide by a set of principles to “wipe out 95 percent of the fraud, waste and abuse occurring in parts of the supply chain.”<!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="https://www.ppchero.com/reasons-for-preferring-facebook-ads-over-google-ads/">4 Reasons for Preferring Facebook Ads Over Google Ads</a>, PPC Hero</li> <li><a href="https://www.convinceandconvert.com/social-media-marketing/influencer-marketing-agreements/">9 Best Practices for Influencer Marketing Agreements</a>, Convince and Convert</li> <li><a href="https://www.verticalresponse.com/blog/email-marketing-turns-40-heres-how-it-still-benefits-your-business/">Email Marketing Turns 40: Here&#8217;s How It Still Benefits Your Business</a>, VerticalResponse</li> <li><a href="https://www.socialmediaexaminer.com/artificial-intelligence-changing-marketing-mike-rhodes/">How Artificial Intelligence Is Changing Marketing</a>, Social Media Examiner</li> <li><a href="https://www.cmswire.com/customer-experience/investing-in-the-human-side-of-the-customer-experience-equation/">Invest in the Human Side of the Customer Experience Equation</a>, CMS Wire</li> <li><a href="https://www.mobilemarketer.com/news/emarketer-mobile-ad-spend-set-to-trump-all-traditional-media-by-2020/540071/">Mobile ad spend set to trump all traditional media by 2020</a>, Mobile Marketer</li> <li><a href="https://newsroom.fb.com/news/2018/10/inside-feed-hunt-false-news-october-2018/">The Hunt for False News</a>, Facebook Newsroom</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-social-commerce-the-coalition-against-ad-fraud-more-250247">Marketing Day: Facebook Attribution, social commerce, the Coalition Against Ad Fraud</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Why We Abandoned Facebook Video https://www.socialmediaexaminer.com/why-we-abandoned-facebook-video/ Social Media Examiner urn:uuid:c182756f-2731-9e6e-3237-2940c6f1314f Fri, 19 Oct 2018 17:58:25 +0000 <p>Earlier this week, we made the decision to stop publishing three weekly shows on Facebook. I&#8217;d like to share some important marketing lessons we discovered and a resource I think you&#8217;ll enjoy. Here&#8217;s the video I released on Facebook, announcing the move: Why we are stopping Facebook video&#8230; We just canceled three of our weekly <a class="read-more" href="https://www.socialmediaexaminer.com/why-we-abandoned-facebook-video/">[...]</a></p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/why-we-abandoned-facebook-video/">Why We Abandoned Facebook Video</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Examiner</a>.</p> Survey: Social commerce held back by security, privacy concerns https://marketingland.com/survey-social-commerce-held-back-by-security-privacy-concerns-250211 Marketing Land urn:uuid:3d64d9ce-6375-85ba-bed1-02966d99bea1 Fri, 19 Oct 2018 17:36:28 +0000 <p>However social media influence on purchases via other channels is strong. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/survey-social-commerce-held-back-by-security-privacy-concerns-250211">Survey: Social commerce held back by security, privacy concerns</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-236390" src="https://marketingland.com/wp-content/ml-loads/2018/03/social-media-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/03/social-media-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/03/social-media-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/03/social-media-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>A new survey from Sumo Heavy Industries has both good and bad news for social media. The survey was conducted in May among more than 1,000 US adults.</p> <p>The purpose of the survey was to determine &#8220;social media’s impact on consumer behavior and purchasing habits, as well as understand how emerging social platforms and technology can serve e-commerce brands and retailers.&#8221; It&#8217;s a follow up to an earlier survey conducted in 2016.</p> <p><strong>Bad news for &#8216;social commerce.&#8217;</strong> The survey found 82 percent of respondents have not used a social buy button, which is unchanged from the findings in 2016. However, 18 percent have made direct purchases through a social site.</p> <p>What has prevented social buying from growing? According to the survey:</p> <ul> <li>71 percent of respondents were concerned about security</li> <li>65 said privacy was an inhibitor</li> <li>64 said that they weren&#8217;t sure social commerce was &#8220;legitimate.&#8221;</li> </ul> <p>Unfortunately there&#8217;s no additional context for the legitimacy finding.</p> <p>Only 20 percent of respondents were not aware that one could buy directly through social sites. So the challenge is not a lack of awareness; respondents are communicating a lack of trust in social media as a direct buying channel.</p> <p><strong>Social influence on purchasing is significant.</strong> There are lots of studies that indicate people consult social media sites as part of their purchase decision-making. As a basic matter, Sumo survey found that 81 percent of respondents said they &#8220;use social media regularly.&#8221;</p> <p>In the aggregate that number was consistent with findings in 2016. However there has been movement between the sites, with Facebook, Pinterest and Twitter seeing declines and Instgram and Snapchat experiencing usage growth.</p> <img class="aligncenter wp-image-250236" src="https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-19-at-10.06.47-AM-800x496.png" alt="" width="700" height="434" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-19-at-10.06.47-AM-800x496.png 800w, https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-19-at-10.06.47-AM-600x372.png 600w, https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-19-at-10.06.47-AM-768x476.png 768w, https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-19-at-10.06.47-AM.png 1196w" sizes="(max-width: 700px) 100vw, 700px" /> <p>Just under half of the survey respondents (48 percent) said that they&#8217;ve bought products or services discovered on social media. That number is up from 42 percent in 2016. Beyond discovery, 58 percent said that social media influences their purchase decisions in some way (often this is through reviews or content). That figure was up 3 points from 2016.</p> <p>The following was the order of influence of the platforms:</p> <ol> <li>Facebook</li> <li>Instagram</li> <li>Pinterest</li> <li>Twitter</li> <li>Snapchat</li> </ol> <p>In terms of growth, however, Snapchat&#8217;s influence grew the largest since 2016. That was followed by Instagram and Twitter. Facebook was flat.</p> <p><strong>What matters to marketers.</strong> Most marketers already understand that social media play a meaningful role in discovery and consumer purchase decisions. This data is more confirmation of that.</p> <p>In terms of retailers trying to drive purchases directly on social media, the data argue that there&#8217;s a lot more that has to be done to inspire consumer confidence. Indeed, it may not be worth trying to push social buying. Instead, at least in the short term, marketers should continue to build awareness and content around products or services with the expectation that buying will happen through another channel or offline.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/survey-social-commerce-held-back-by-security-privacy-concerns-250211">Survey: Social commerce held back by security, privacy concerns</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Should I Outsource My Social Media? 6 Questions to Ask Yourself by @ashleymadhatter http://tracking.feedpress.it/link/13962/10604039 Search Engine Journal urn:uuid:8c611e91-c63e-c6f4-ddbd-fa6d4e3c2d83 Fri, 19 Oct 2018 12:45:42 +0000 <p>Not sure whether you want to pay to outsource your social media marketing? Then ask yourself the following six questions.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/outsource-social-media-marketing/269533/">Should I Outsource My Social Media? 6 Questions to Ask Yourself by @ashleymadhatter</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10604039.gif" height="1" width="1"/> How Artificial Intelligence Is Changing Marketing https://www.socialmediaexaminer.com/artificial-intelligence-changing-marketing-mike-rhodes/ Social Media Examiner urn:uuid:f376b7c9-9e3d-9c4a-5f02-9ef240c60696 Fri, 19 Oct 2018 10:00:20 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/artificial-intelligence-ai-changing-marketing-mike-rhodes-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Wondering what artificial intelligence features are coming to social media and advertising platforms? Want to know how machine learning can improve your marketing? To explore how artificial intelligence will impact social media marketing, I interview Mike Rhodes. More About This Show The Social Media Marketing podcast is designed to help busy marketers, business owners, and <a class="read-more" href="https://www.socialmediaexaminer.com/artificial-intelligence-changing-marketing-mike-rhodes/">[...]</a></p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/artificial-intelligence-changing-marketing-mike-rhodes/">How Artificial Intelligence Is Changing Marketing</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Examiner</a>.</p> Overcoming Blockers: How to Build Your Red Tape Toolkit - Whiteboard Friday http://tracking.feedpress.it/link/9375/10602128 Moz Blog urn:uuid:85d5770e-0a07-2022-cfdd-24adafad599b Fri, 19 Oct 2018 00:02:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/271540\">HeatherPhysioc</a></p><p>Have you ever made SEO recommendations that just don't go anywhere? Maybe you run into a lack of budget, or you can't get buy-in from your boss or colleagues. Maybe your work just keeps getting deprioritized in favor of other initiatives. Whatever the case, it's important to set yourself up for success when it comes to the tangled web of red tape that's part and parcel of most organizations. </p><p>In this week's Whiteboard Friday, Heather Physioc shares her tried-and-true methods for building yourself a toolkit that'll help you tear through roadblocks and bureaucracy to get your work implemented.</p><p class="wistia_responsive_padding" style="padding:6.25% 0 28px 0;position:relative;"> <iframe src="https://fast.wistia.net/embed/iframe/dt90vuraym?seo=false&videoFoam=true" title="Wistia video player" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"> </iframe> </p><script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script><p><a href="https://i.imgur.com/ZaEwfg0.jpg" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/whiteboard-imgr-8-706168.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></a> </p><p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab!<br> </p><h2>Video Transcription</h2><p>What up, Moz fans? This is Heather Physioc. I'm the Director of the Discoverability Group at VML, headquartered in Kansas City. So today we're going to talk about how to build your red tape toolkit to overcome obstacles to getting your search work implemented. So do you ever feel like your recommendations are overlooked, ignored, forgotten, deprioritized, or otherwise just not getting implemented? </p><h2>Common roadblocks to implementing SEO recommendations</h2><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-27243.png" alt="#SEOprobs" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>If so, you're not alone. So I asked 140-plus of our industry colleagues the blockers that they run into and how they overcome them. </p><ul> <li><strong>Low knowledge. </strong>So if you're anything like every other SEO ever, you might be running into low knowledge and understanding of search, either on the client side or within your own agency.</li> <li><strong>Low buy-in. </strong>You may be running into low buy-in. People don't care about SEO as much as you do. </li> <li><strong>Poor prioritization. </strong>So other things frequently come to the top of the list while SEO keeps falling further behind. </li> <li><strong>High bureaucracy. </strong>So a lot of red tape or slow approvals or no advocacy within the organization. </li> <li><strong>Not enough budget. </strong>A lot of times it's not enough budget, not enough resources to get the work done.</li> <li><strong>Unclear and overcomplicated process. </strong>So people don't know where they fit or even how to get started implementing your SEO work. </li> <li><strong>Bottlenecks. </strong>And finally bottlenecks where you're just hitting blockers at every step along the way. </li> </ul><p>So if you're in-house, you probably said that not enough budget and resources was your biggest problem. But on the agency side or individual practitioners, they said low understanding or knowledge of search on the client side was their biggest blocker. </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-62335.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p> So a lot of the time when we run into these blockers and it seems like nothing is getting done, we start to play the blame game. We start to complain that it's the client who hung up the project or if the client had only listened or it's something wrong with the client's business. </p><h2>Build out your red tape toolkit</h2><p>But I don't buy it. So we're going to not do that. We're going to build out our red tape toolkit. So here are some of the suggestions that came out of that survey. </p><h3>1. Assess client maturity</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-13787.png" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>First is to assess your client's maturity. This could include their knowledge and capabilities for doing SEO, but also their organizational search program, the people, process, ability to plan, knowledge, capacity. </p><p>These are the problems that tend to stand in the way of getting our best work done. So I'm not going to go in-depth here because we've actually put out <a href="https://moz.com/blog/seo-client-maturity" target="_blank">a full-length article on the Moz blog</a> and another <a href="https://moz.com/blog/client-seo-maturity" target="_blank">Whiteboard Friday</a>. So if you need to pause, watch that and come back, no problem. </p><h3>2. Speak your client's language</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-15342.png" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>So the next thing to put in your toolkit is to speak your client's language. I think a lot of times we're guilty of talking to fellow SEOs instead of the CMOs and CEOs who buy into our work. So unless your client is a super technical mind or they have a strong search background, it's in our best interests to lift up and stay at 30,000 feet. Let's talk about things that they care about, and I promise you that is not canonicalization or SSL encryption and HTTPS. </p><p>They're thinking about ROI and their customers and operational costs. Let's translate and speak their language. Now this could also mean using analogies that they can relate to or visual examples and data visualizations that tell the story of search better than words ever could. Help them understand. Meet them in the middle. </p><h3>3. Seek greater perspective</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-35799.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Now let's seek greater perspective. So what this means is SEO does not or should not operate in a silo. We're one small piece of your client's much larger marketing mix. They have to think about the big picture. A lot of times our clients aren't just dedicated to SEO. They're not even dedicated to just digital sometimes. A lot of times they have to think about how all the pieces fit together. So we need to have the humility to understand where search fits into that and ladder our SEO goals up to the brand goals, campaign goals, business and revenue goals. We also need to understand that every SEO project we recommend comes with a time and a cost associated with it. </p><p>Everything we recommend to a CMO is an opportunity cost as well for something else that they could be working on. So we need to show them where search fits into that and how to make those hard choices. Sometimes SEO doesn't need to be the leader. Sometimes we're the follower, and that's okay. </p><h3>4. Get buy-in</h3><p>The next tool in your toolkit is to get buy-in. So there are two kinds of buy-in you can get. </p><h4>Horizontal buy-in</h4><p>One is horizontal buy-in. So a lot of times search is dependent on other disciplines to get our work implemented. We need copywriters. We need developers. So the number-one complaint SEOs have is not being brought in early. That's the same complaint all your teammates on development and copywriting and everywhere else have. </p><p>Respect the expertise and the value that they bring to this project and bring them to the table early. Let them weigh in on how this project can get done. Build mockups together. Put together a plan together. Estimate the level of effort together. </p><h4>Vertical buy-in</h4><p>Which leads us to vertical buy-in. Vertical is up and down. When you do this horizontal buy-in first, you're able to go to the client with a much smarter, better vetted recommendation. So a lot of times your day-to-day client isn't the final decision maker. They have to sell this opportunity internally. So give them the tools and the voice that they need to do that by the really strong recommendation you put together with your peers and make it easy for them to take it up to their boss and their CMO and their CEO. Then you really increase the likelihood that you're going to get that work done. </p><h3>5. Build a bulletproof plan</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-24085.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Next, build a bulletproof plan. </p><h4>Case studies</h4><p>So the number-one recommendation that came out of this survey was case studies. Case studies are great. They talk about the challenge that you tried to overcome, the solution, how you actually tackled it, and the results you got out of that. </p><p>Clients love case studies. They show that you have the chops to do the work. They better explain the outcomes and the benefits of doing this kind of work, and you took the risk on that kind of project with someone else's money first. So that's going to reduce the perceived risk in the client's mind and increase the likelihood that they're going to do the work. </p><h4>Make your plan simple and clear, with timelines</h4><p>Another thing that helps here is building a really simple, clear plan so it's stupid-easy for everybody who needs to be a part of it to know where they fit in and what they're responsible for. So do the due diligence to put together a step-by-step plan and assign ownership to each step and put timelines to it so they know what pace they should be following.</p><h4>Forecast ROI</h4><p>Finally, forecast ROI. This is not optional. So a lot of times I think SEOs are hesitant to forecast the potential outcomes or ROI of a project because of the sheer volume of unknowns. </p><p>We live in a world of theory, and it's very hard to commit to something that we can't be certain about. But we have to give the client some sense of return. We have to know why we are recommending this project over others. There's a wealth of resources out there to do that for even heavily caveated and conservative estimate, including case studies that others have published online. </p><h4>Show the cost of inaction</h4><p>Now sometimes forecasting the opportunity of ROI isn't enough to light a fire for clients. Sometimes we need to show them the cost of inaction. I find that with clients the risk is not so much that they're going to make the wrong move. It's that they'll make no move at all. So a lot of times we will visualize what that might look like. So we'll show them this is the kind of growth we think that you can get if you invest and you follow this plan we put together. </p><p>Here's what it will look like if you invest just a little to monitor and maintain, but you're not aggressively investing in search. Oh, and here, dropping down and to the right, is what happens when you don't invest at all. You stagnate and you get surpassed by your competitors. That can be really helpful for clients to contrast those different levels of investment and convince them to do the work that you're recommending. </p><h3>6. Use headlines & soundbites</h3><p>Next use headlines, taglines, and sound bites. What we recommend is really complicated to some clients. So let's help translate that into simple, usable language that's memorable so they can go repeat those lines to their colleagues and their bosses and get that work sold internally. We also need to help them prioritize. </p><p>So if you're anything like me, you love it when the list of SEO action items is about a mile long. But when we dump that in their laps, it's too much. They get overwhelmed and bombarded, and they tune out. So instead, you are the expert consultant. Use what you know about search and know about your client to help them prioritize the single most important thing that they should be focusing on. </p><h3>7. Patience, persistence, and parallel paths</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-16995.png" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Last in your toolkit, patience, persistence, and parallel paths. So getting this work done is a combination of communication, follow-up, patience, and persistence. While you've got your client working on this one big thing that you recommended, you can be building parallel paths, things that have fewer obstacles that you can own and run with. </p><p>They may not be as high impact as the one big thing, but you can start to get small wins that get your client excited and build momentum for more of the big stuff. But the number one thing out of all of the responses in the survey that our colleagues recommended to you is to stay strong. Have empathy and understanding for the hard decisions that your client has to make. But come with a strong, confident point of view on where to go next. </p><p>All right, gang, these are a lot of great tips to start your red tape toolkit and overcome obstacles to get your best search work done. Try these out. Let us know what you think. If you have other great ideas on how you overcome obstacles to get your best work done with clients, let us know down in the comments. Thank you so much for watching, and we'll see you next week for another edition of Whiteboard Friday.</p><p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/" target="_blank">Speechpad.com</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/271540\">HeatherPhysioc</a></p><p>Have you ever made SEO recommendations that just don't go anywhere? Maybe you run into a lack of budget, or you can't get buy-in from your boss or colleagues. Maybe your work just keeps getting deprioritized in favor of other initiatives. Whatever the case, it's important to set yourself up for success when it comes to the tangled web of red tape that's part and parcel of most organizations. </p><p>In this week's Whiteboard Friday, Heather Physioc shares her tried-and-true methods for building yourself a toolkit that'll help you tear through roadblocks and bureaucracy to get your work implemented.</p><p class="wistia_responsive_padding" style="padding:6.25% 0 28px 0;position:relative;"> <iframe src="https://fast.wistia.net/embed/iframe/dt90vuraym?seo=false&videoFoam=true" title="Wistia video player" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"> </iframe> </p><script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script><p><a href="https://i.imgur.com/ZaEwfg0.jpg" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/whiteboard-imgr-8-706168.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></a> </p><p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab!<br> </p><h2>Video Transcription</h2><p>What up, Moz fans? This is Heather Physioc. I'm the Director of the Discoverability Group at VML, headquartered in Kansas City. So today we're going to talk about how to build your red tape toolkit to overcome obstacles to getting your search work implemented. So do you ever feel like your recommendations are overlooked, ignored, forgotten, deprioritized, or otherwise just not getting implemented? </p><h2>Common roadblocks to implementing SEO recommendations</h2><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-27243.png" alt="#SEOprobs" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>If so, you're not alone. So I asked 140-plus of our industry colleagues the blockers that they run into and how they overcome them. </p><ul> <li><strong>Low knowledge. </strong>So if you're anything like every other SEO ever, you might be running into low knowledge and understanding of search, either on the client side or within your own agency.</li> <li><strong>Low buy-in. </strong>You may be running into low buy-in. People don't care about SEO as much as you do. </li> <li><strong>Poor prioritization. </strong>So other things frequently come to the top of the list while SEO keeps falling further behind. </li> <li><strong>High bureaucracy. </strong>So a lot of red tape or slow approvals or no advocacy within the organization. </li> <li><strong>Not enough budget. </strong>A lot of times it's not enough budget, not enough resources to get the work done.</li> <li><strong>Unclear and overcomplicated process. </strong>So people don't know where they fit or even how to get started implementing your SEO work. </li> <li><strong>Bottlenecks. </strong>And finally bottlenecks where you're just hitting blockers at every step along the way. </li> </ul><p>So if you're in-house, you probably said that not enough budget and resources was your biggest problem. But on the agency side or individual practitioners, they said low understanding or knowledge of search on the client side was their biggest blocker. </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-62335.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p> So a lot of the time when we run into these blockers and it seems like nothing is getting done, we start to play the blame game. We start to complain that it's the client who hung up the project or if the client had only listened or it's something wrong with the client's business. </p><h2>Build out your red tape toolkit</h2><p>But I don't buy it. So we're going to not do that. We're going to build out our red tape toolkit. So here are some of the suggestions that came out of that survey. </p><h3>1. Assess client maturity</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-13787.png" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>First is to assess your client's maturity. This could include their knowledge and capabilities for doing SEO, but also their organizational search program, the people, process, ability to plan, knowledge, capacity. </p><p>These are the problems that tend to stand in the way of getting our best work done. So I'm not going to go in-depth here because we've actually put out <a href="https://moz.com/blog/seo-client-maturity" target="_blank">a full-length article on the Moz blog</a> and another <a href="https://moz.com/blog/client-seo-maturity" target="_blank">Whiteboard Friday</a>. So if you need to pause, watch that and come back, no problem. </p><h3>2. Speak your client's language</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-15342.png" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>So the next thing to put in your toolkit is to speak your client's language. I think a lot of times we're guilty of talking to fellow SEOs instead of the CMOs and CEOs who buy into our work. So unless your client is a super technical mind or they have a strong search background, it's in our best interests to lift up and stay at 30,000 feet. Let's talk about things that they care about, and I promise you that is not canonicalization or SSL encryption and HTTPS. </p><p>They're thinking about ROI and their customers and operational costs. Let's translate and speak their language. Now this could also mean using analogies that they can relate to or visual examples and data visualizations that tell the story of search better than words ever could. Help them understand. Meet them in the middle. </p><h3>3. Seek greater perspective</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-35799.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Now let's seek greater perspective. So what this means is SEO does not or should not operate in a silo. We're one small piece of your client's much larger marketing mix. They have to think about the big picture. A lot of times our clients aren't just dedicated to SEO. They're not even dedicated to just digital sometimes. A lot of times they have to think about how all the pieces fit together. So we need to have the humility to understand where search fits into that and ladder our SEO goals up to the brand goals, campaign goals, business and revenue goals. We also need to understand that every SEO project we recommend comes with a time and a cost associated with it. </p><p>Everything we recommend to a CMO is an opportunity cost as well for something else that they could be working on. So we need to show them where search fits into that and how to make those hard choices. Sometimes SEO doesn't need to be the leader. Sometimes we're the follower, and that's okay. </p><h3>4. Get buy-in</h3><p>The next tool in your toolkit is to get buy-in. So there are two kinds of buy-in you can get. </p><h4>Horizontal buy-in</h4><p>One is horizontal buy-in. So a lot of times search is dependent on other disciplines to get our work implemented. We need copywriters. We need developers. So the number-one complaint SEOs have is not being brought in early. That's the same complaint all your teammates on development and copywriting and everywhere else have. </p><p>Respect the expertise and the value that they bring to this project and bring them to the table early. Let them weigh in on how this project can get done. Build mockups together. Put together a plan together. Estimate the level of effort together. </p><h4>Vertical buy-in</h4><p>Which leads us to vertical buy-in. Vertical is up and down. When you do this horizontal buy-in first, you're able to go to the client with a much smarter, better vetted recommendation. So a lot of times your day-to-day client isn't the final decision maker. They have to sell this opportunity internally. So give them the tools and the voice that they need to do that by the really strong recommendation you put together with your peers and make it easy for them to take it up to their boss and their CMO and their CEO. Then you really increase the likelihood that you're going to get that work done. </p><h3>5. Build a bulletproof plan</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-24085.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Next, build a bulletproof plan. </p><h4>Case studies</h4><p>So the number-one recommendation that came out of this survey was case studies. Case studies are great. They talk about the challenge that you tried to overcome, the solution, how you actually tackled it, and the results you got out of that. </p><p>Clients love case studies. They show that you have the chops to do the work. They better explain the outcomes and the benefits of doing this kind of work, and you took the risk on that kind of project with someone else's money first. So that's going to reduce the perceived risk in the client's mind and increase the likelihood that they're going to do the work. </p><h4>Make your plan simple and clear, with timelines</h4><p>Another thing that helps here is building a really simple, clear plan so it's stupid-easy for everybody who needs to be a part of it to know where they fit in and what they're responsible for. So do the due diligence to put together a step-by-step plan and assign ownership to each step and put timelines to it so they know what pace they should be following.</p><h4>Forecast ROI</h4><p>Finally, forecast ROI. This is not optional. So a lot of times I think SEOs are hesitant to forecast the potential outcomes or ROI of a project because of the sheer volume of unknowns. </p><p>We live in a world of theory, and it's very hard to commit to something that we can't be certain about. But we have to give the client some sense of return. We have to know why we are recommending this project over others. There's a wealth of resources out there to do that for even heavily caveated and conservative estimate, including case studies that others have published online. </p><h4>Show the cost of inaction</h4><p>Now sometimes forecasting the opportunity of ROI isn't enough to light a fire for clients. Sometimes we need to show them the cost of inaction. I find that with clients the risk is not so much that they're going to make the wrong move. It's that they'll make no move at all. So a lot of times we will visualize what that might look like. So we'll show them this is the kind of growth we think that you can get if you invest and you follow this plan we put together. </p><p>Here's what it will look like if you invest just a little to monitor and maintain, but you're not aggressively investing in search. Oh, and here, dropping down and to the right, is what happens when you don't invest at all. You stagnate and you get surpassed by your competitors. That can be really helpful for clients to contrast those different levels of investment and convince them to do the work that you're recommending. </p><h3>6. Use headlines & soundbites</h3><p>Next use headlines, taglines, and sound bites. What we recommend is really complicated to some clients. So let's help translate that into simple, usable language that's memorable so they can go repeat those lines to their colleagues and their bosses and get that work sold internally. We also need to help them prioritize. </p><p>So if you're anything like me, you love it when the list of SEO action items is about a mile long. But when we dump that in their laps, it's too much. They get overwhelmed and bombarded, and they tune out. So instead, you are the expert consultant. Use what you know about search and know about your client to help them prioritize the single most important thing that they should be focusing on. </p><h3>7. Patience, persistence, and parallel paths</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-16-at-1-16995.png" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Last in your toolkit, patience, persistence, and parallel paths. So getting this work done is a combination of communication, follow-up, patience, and persistence. While you've got your client working on this one big thing that you recommended, you can be building parallel paths, things that have fewer obstacles that you can own and run with. </p><p>They may not be as high impact as the one big thing, but you can start to get small wins that get your client excited and build momentum for more of the big stuff. But the number one thing out of all of the responses in the survey that our colleagues recommended to you is to stay strong. Have empathy and understanding for the hard decisions that your client has to make. But come with a strong, confident point of view on where to go next. </p><p>All right, gang, these are a lot of great tips to start your red tape toolkit and overcome obstacles to get your best search work done. Try these out. Let us know what you think. If you have other great ideas on how you overcome obstacles to get your best work done with clients, let us know down in the comments. Thank you so much for watching, and we'll see you next week for another edition of Whiteboard Friday.</p><p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/" target="_blank">Speechpad.com</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/10602128.gif" height="1" width="1"/> Fizziology employs Watson linguistic analysis to match endorsing athletes’ personalities with brands’ https://marketingland.com/fizziology-employs-watson-linguistic-analysis-to-match-endorsing-athletes-personalities-with-brands-250197 Marketing Land urn:uuid:aa69ca56-6376-ffa2-9182-e394c7c83bcd Thu, 18 Oct 2018 23:31:12 +0000 <p>The matchmaking is based on social posts by brand advocates and by the athletes themselves.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/fizziology-employs-watson-linguistic-analysis-to-match-endorsing-athletes-personalities-with-brands-250197">Fizziology employs Watson linguistic analysis to match endorsing athletes’ personalities with brands’</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="alignnone size-large wp-image-237092" src="https://marketingland.com/wp-content/ml-loads/2018/03/matching-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/03/matching-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2018/03/matching-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/03/matching-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>If you’re looking for a soulmate, personality matching via a dating site is one way to better the odds of compatibility.</p> <p>And, if you’re a marketer interested in finding a good fit for your brand, social media research firm Fizziology has released results of its effort with the omni-resourceful IBM Watson to similarly employ personality matching between professional athlete endorsers and shoe/apparel brands.</p> <p><strong>How the personality matching works.</strong> In Fizziology’s endeavor, which it says is the first brand-to-celebrity matching employing the supercomputer’s linguistic analysis, Watson examines the social media posts of a given brand’s fans to determine the personality traits they assign to the brand, as well as the traits indicated by the athletes’ own posts. In both cases, the posts were made to Facebook, Twitter and Instagram.</p> <p>While PR agents might generate all or some of the athletes’ posts, the idea is that the resulting declarations represent the image the athlete wants to present. The social media posts are unsolicited, consist of more than just athlete or brand mentions, and are positive in tone.</p> <p>Watson Personality Insights, a linguistic analysis technology, categorizes the posts by several metrics. One category is Needs, which are those aspects of a celebrity or brand likely to resonate with a consumer, such as Closeness, Curiosity, Self-Expression and Harmony. Values are factors motivating a fan’s decision making, and then there are the Big 5 characteristics of personality traits: Agreeableness, Conscientiousness, Extraversion, Emotional Range and Openness.</p> <p>Watson then matches the two personality types, in the hopes of creating a lasting endorsement marriage. The key question for the brand, according to Fizziology EVP/GM Rich Calabrese: Will the person the brand is signing connect with our brand advocates?</p> <p><strong>The match-ups.</strong> The results have been summarized in a free report from Fizziology, “<a href="https://fizziology.com/wp-content/uploads/2018/10/NBA-Watson-PI-Best-Fit-Shoe-Study-.pdf">Uncovering Brand Endorsers through Personality Analysis</a>.”</p> <p>Four brands were analyzed (Nike, Adidas, Puma and Under Armour) and seven NBA players (Joel Embiid, Kawhi Leonard, Andrew Wiggins, Demarcus Cousins, Isaiah Thomas, Gordon Hayward and Kelly Oubre Jr.). During the analysis period &#8212; February through August of this year &#8212; all seven had shoe and apparel deals coming up for re-negotiation.</p> <p>Here’s a summary table of the resulting matchup, with 2 athletes aligned with each brand except Under Armour, which got one:</p> <a href="https://martechtoday.com/wp-content/uploads/2018/10/Fizziology.png"><img class="alignnone size-large wp-image-226819" src="https://martechtoday.com/wp-content/uploads/2018/10/Fizziology-800x325.png" alt="" width="800" height="325" /></a> <p>The study is intended as a case study of how Watson’s analysis can be used for this purpose. Calabrese said there is not yet evidence that this approach provides a better fit between athletes and the brands, and, to his knowledge, it has not been used by a brand to explicitly make its decision.</p> <p><strong>Why this matters to marketers.</strong> Connecting social influencers and celebrity endorsers to brands has become a major part of marketing, but much of the previous analysis has been based on audience reach &#8212; that is, the number of followers &#8212; and engagement metrics.</p> <p>The matching between these two brands – influencer/celebrity and product maker – has been more seat-of-pants, sometimes by looking at previous interests or endorsement work of the person. If Watson or other analysis can reliably match personalities based on social posts, the selection process could become more routine but more accurate.</p> <p>At the very least, marketers could fashion specific marketing that is geared to the perceived personality traits of the brand.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">click here.</a></i></p> <p>The post <a rel="nofollow" href="https://marketingland.com/fizziology-employs-watson-linguistic-analysis-to-match-endorsing-athletes-personalities-with-brands-250197">Fizziology employs Watson linguistic analysis to match endorsing athletes’ personalities with brands’</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Coalition Against Ad Fraud releases ‘first standardized document’ to pin down mobile fraud https://marketingland.com/coalition-against-ad-fraud-releases-first-standardized-document-to-pin-down-mobile-fraud-250174 Marketing Land urn:uuid:cc24e822-0eed-6281-361e-24018b0cc088 Thu, 18 Oct 2018 23:24:40 +0000 <p>CAAF is focused on performance ad fraud on mobile devices.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/coalition-against-ad-fraud-releases-first-standardized-document-to-pin-down-mobile-fraud-250174">Coalition Against Ad Fraud releases ‘first standardized document&#8217; to pin down mobile fraud</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="alignnone size-large wp-image-250200" src="https://marketingland.com/wp-content/ml-loads/2018/10/CAAF-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/CAAF-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2018/10/CAAF-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/10/CAAF-768x432.png 768w, https://marketingland.com/wp-content/ml-loads/2018/10/CAAF.png 1200w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Sure, fraud has been rampant in digital advertising. But how do marketers know what’s fraud?</p> <p>To help define that answer, the Coalition Against Ad Fraud (CAAF) released Thursday what it says is the first standardized document on the topic, “<a href="https://www.adjust.com/the-coalition-against-ad-fraud/">Definitions of Mobile Fraud Schemes</a>.”</p> <p><strong>Why this document?</strong> Founded about a year ago by mobile attribution firm Adjust, CAAF now has two dozen members, including ironSource, Vungle, InMobi and AdColony. The reason for releasing this document, the organization says, is to counter the “misinformation out there when it comes to what mobile ad fraud is.” The intended audience: advertisers, supply-side networks, third-party vendors and other industry participants.</p> <p><b>Some</b> <b>history</b>. While CAAF says this is the first such fraud-defining document, other organizations have tried their hand at drawing some of the boundaries. In 2013, for instance, the Interactive Advertising Bureau (IAB) issued <a href="https://www.iab.com/wp-content/uploads/2015/10/IABBestPracticesTrafficFraudFinal.pdf">a guide to best practices</a> for reducing exposure to traffic fraud, which included descriptions of “how traffic bots generate false traffic” and how they “infect legitimate systems.”</p> <p>And a 2014 IAB document highlighted “<a href="https://www.iab.com/wp-content/uploads/2015/05/IAB_Anti_Fraud_Principles_and_Taxonomy.pdf">Anti-Fraud Principles and Proposed Taxonomy</a>,” which included definitions about such terms as “crawler masquerading as a legitimate user,” “proxy traffic,” and hijacked tags.</p> <p><strong>The kinds of mobile fraud.</strong> The CAAF report &#8212; which notes that mobile ad fraud includes faked impressions, faked installs and click spam &#8212; makes a distinction between compliance fraud and technical fraud. Technical fraud exploits an attribution and analytics platform to “poach attribution [or] introduce a fake conversion,” while compliance fraud involves misuse of an Insertion Order.</p> <p>According to CAAF, technical fraud schemes include install/conversion fraud and attribution fraud, while compliance fraud schemes include:</p> <ul> <li style="list-style-type: none;"> <ul> <li>False targeting (especially geo-based targeting)</li> <li>Mixing in undesired traffic sources (incentivized, adult, redirect/pop, etc.)</li> <li>Intentful over-delivery</li> <li>Unauthorized rebrokering of offers</li> </ul> </li> </ul> <p><strong>Why this matters to marketers.</strong> Although ad fraud has become a huge concern for marketers, tackling the issue requires understanding the dimensions. An ad’s viewability, to take one example, can be fraud if it is misrepresented by the inventory seller or the exchange, but only if the specs (% of pixels over what period of time seen) are outside of some accepted standard.</p> <p>Mobile devices have their own set of vulnerabilities that also require platform-specific definitional guidelines, such as how to attribute an app install to a given mobile ad when there could be other drivers behind that download. As the population of Internet of Things devices, smart cars and connected TVs join mobile and desktop, determining what is fraud, what is bad technical implementation and what is an unrealistic expectation will require an agreed-upon set of industry definitions.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">click here.</a></i></p> <p>The post <a rel="nofollow" href="https://marketingland.com/coalition-against-ad-fraud-releases-first-standardized-document-to-pin-down-mobile-fraud-250174">Coalition Against Ad Fraud releases ‘first standardized document&#8217; to pin down mobile fraud</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook Introduces User Retention Optimization for App Install Ads by @MattGSouthern http://tracking.feedpress.it/link/13962/10599336 Search Engine Journal urn:uuid:a7934b5f-ea07-6b71-f5ff-bd02609ed32d Thu, 18 Oct 2018 22:14:30 +0000 <p>Facebook has introduced new ways for mobile app advertisers to target users who are most likely to stay engaged.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/facebook-introduces-user-retention-optimization-for-app-install-ads/274409/">Facebook Introduces User Retention Optimization for App Install Ads by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10599336.gif" height="1" width="1"/> Pinterest Upgrades its Self-Serve Ads Manager With New Features, Reporting, More by @MattGSouthern http://tracking.feedpress.it/link/13962/10598763 Search Engine Journal urn:uuid:6284dd3b-9fa4-989f-a359-ccbbd6d9c0c7 Thu, 18 Oct 2018 20:33:38 +0000 <p>Pinterest is rolling out a series of updates to its self-serve advertising tools.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/pinterest-upgrades-its-self-serve-ads-manager-with-new-features-reporting-more/274381/">Pinterest Upgrades its Self-Serve Ads Manager With New Features, Reporting, More by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10598763.gif" height="1" width="1"/> Marketing Day: Facebook app advertising, Amazon Prime memberships, conversational ads https://marketingland.com/marketing-day-facebook-app-advertising-amazon-prime-memberships-conversational-ads-250193 Marketing Land urn:uuid:570ea939-cb3c-58e9-0d89-d526126f4040 Thu, 18 Oct 2018 20:00:02 +0000 <p>Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-facebook-app-advertising-amazon-prime-memberships-conversational-ads-250193">Marketing Day: Facebook app advertising, Amazon Prime memberships, conversational ads</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-149669" src="http://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a title="Facebook introduces retention optimization option for app advertisers" href="https://marketingland.com/facebook-introduces-retention-optimization-option-for-app-advertisers-250176">Facebook introduces retention optimization option for app advertisers</a></strong><br /> <!-- byline -->Oct 18, 2018 by Amy Gesenhues<!-- end byline --><br /> Facebook’s Ads Manager will also get four new retention metrics for app install ad campaigns.<!--end ml posts--></li> <li><strong><a title="5 essential steps to connect with Generation Z" href="https://marketingland.com/5-essential-steps-to-connect-with-generation-z-250168">5 essential steps to connect with Generation Z</a></strong><br /> <!-- byline -->Oct 18, 2018 by Digital Marketing Depot<!-- end byline --><br /> While the path to success for today’s retailers includes higher consumer expectations and changing behavior, e-commerce giants such as Amazon and always evolving technologies, they don’t have to settle in for a slump.<!--end ml posts--></li> <li><strong><a title="Shy of 100MM, survey finds Amazon Prime membership growth has flattened in US" href="https://marketingland.com/shy-of-100mm-survey-finds-amazon-prime-membership-growth-has-flattened-in-us-250147">Shy of 100MM, survey finds Amazon Prime membership growth has flattened in US</a></strong><br /> <!-- byline -->Oct 18, 2018 by Greg Sterling<!-- end byline --><br /> Quarterly member growth has slowed to less than 2 percent, according to CIRP.<!--end ml posts--></li> <li><strong><a title="Facebook aims to give more transparency around brand-influencer relationships" href="https://marketingland.com/facebook-aims-to-give-more-transparency-around-brand-influencer-relationships-250135">Facebook aims to give more transparency around brand-influencer relationships</a></strong><br /> <!-- byline -->Oct 18, 2018 by Amy Gesenhues<!-- end byline --><br /> The company is updating its brand content tag with new language and rolling out the Brand Collabs Manager tool to more countries.<!--end ml posts--></li> <li><strong><a title="Google ushers in the Age of Conversational Ads with the launch of AdLingo" href="https://marketingland.com/google-ushers-in-the-age-of-conversational-ads-with-the-launch-of-adlingo-250121">Google ushers in the Age of Conversational Ads with the launch of AdLingo</a></strong><br /> <!-- byline -->Oct 17, 2018 by Barry Levine<!-- end byline --><br /> The new display ad-like format, available through the regular Google ad platform, allows advertisers to deliver ads that query users and respond to them.<!--end ml posts--></li> <li><strong><a title="InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm" href="https://marketingland.com/inmobi-becomes-sprints-exclusive-in-app-ctv-ad-platform-by-buying-the-telcos-ad-firm-250113">InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm</a></strong><br /> <!-- byline -->Oct 17, 2018 by Barry Levine<!-- end byline --><br /> The purchase of Pinsight Media positions InMobi as the central player in Sprint’s ad future, and possibly in the ad future of T-Mobile and other telcos.<!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="Coalition Against Ad Fraud releases ‘first standardized document’ to pin down mobile fraud" href="https://martechtoday.com/coalition-against-ad-fraud-releases-first-standardized-document-to-pin-down-mobile-fraud-226791">Coalition Against Ad Fraud releases ‘first standardized document’ to pin down mobile fraud</a></strong><br /> <!-- byline -->Oct 18, 2018 by Barry Levine<!-- end byline --><br /> CAAF is focused on performance ad fraud on mobile devices.<!--end ml posts--></li> <li><strong><a title="How Autodesk gave its chatbot the smarts needed to increase engagement, conversions" href="https://martechtoday.com/how-autodesk-gave-its-chatbot-the-smarts-needed-to-increase-engagement-conversions-226408">How Autodesk gave its chatbot the smarts needed to increase engagement, conversions</a></strong><br /> <!-- byline -->Oct 18, 2018 by Robin Kurzer<!-- end byline --><br /> In a talk at the MarTech conference earlier this month, Siara Nazir shared how the company used AI to make its chatbots smarter and more effective.<!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="https://www.thinkwithgoogle.com/consumer-insights/cpg-marketing/">3 mindset shifts CPG marketers should adopt to win today’s shoppers</a>, Think with Google</li> <li><a href="https://www.practicalecommerce.com/email-segmentation-tips-to-drive-opens-clicks-sales">Email Segmentation Tips to Drive Opens, Clicks, Sales</a>, Practical Ecommerce</li> <li><a href="https://www.marketingprofs.com/chirp/2018/39957/the-meteoric-rise-of-podcastingand-podcast-advertising-infographic">Is Podcast Advertising a Smart Choice?</a>, MarketingProfs</li> <li><a href="https://www.ppchero.com/linkedin-sponsored-inmail-campaign-best-practices/">LinkedIn Sponsored InMail Campaign Best Practices</a>, PPC Hero</li> <li><a href="https://www.cmswire.com/digital-workplace/new-data-indicates-people-dont-use-chatbots-like-we-think/">New Data Indicates People Don&#8217;t Use Chatbots Like We Think</a>, CMS Wire</li> <li><a href="https://www.socialbakers.com/blog/pinterest-influencer-shares-7-tips-for-influencer-marketing-and-how-to-win-on-the-platform">Pinterest Influencer Shares 7 Tips for Influencer Marketing and How to Win on the Platform</a>, Socialbakers</li> <li><a href="https://blog.marketo.com/2018/10/the-art-of-persuasion-how-to-make-effective-creative.html">The Art of Persuasion: How to Make Effective Creative</a>, Marketo</li> <li><a href="https://movableink.com/blog/why-todays-customer-centric-brands-have-to-reinvent-the-way-they-engineer-email-campaigns/">Why Today&#8217;s Customer-Centric Brands Have To Reinvent The Way They Engineer Email Campaigns</a>, Movable Ink Blog</li> <li><a href="https://youtube.googleblog.com/2018/10/youtube-makes-it-simple-for-fans-to.html">YouTube makes it simple for fans to experience live performances with Eventbrite</a>, Official YouTube Blog</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-facebook-app-advertising-amazon-prime-memberships-conversational-ads-250193">Marketing Day: Facebook app advertising, Amazon Prime memberships, conversational ads</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook introduces retention optimization option for app advertisers https://marketingland.com/facebook-introduces-retention-optimization-option-for-app-advertisers-250176 Marketing Land urn:uuid:acf7de8e-2749-10cc-5f45-17437f96a3c2 Thu, 18 Oct 2018 19:36:55 +0000 <p>Facebook's Ads Manager will also get four new retention metrics for app install ad campaigns. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-introduces-retention-optimization-option-for-app-advertisers-250176">Facebook introduces retention optimization option for app advertisers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-250177" src="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-app-ad-metrics-800x369.jpg" alt="" width="800" height="369" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-app-ad-metrics-800x369.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-app-ad-metrics-600x276.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-app-ad-metrics-768x354.jpg 768w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-app-ad-metrics.jpg 1400w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Facebook introduced a new retention optimization feature and four new app retention metrics for app advertisers on Thursday.</p> <h2>Why app advertisers should care</h2> <p>Facebook latest feature for app advertisers is designed to boost retention among new users. When used with app install ads, the retention optimization option allows advertisers to optimize returns two days and seven days after an app has been downloaded &#8212; aiming to influence users at the most critical point of interaction with an app.</p> <p>&#8220;In early tests with Facebook’s retention optimization, we were able to acquire users who returned to the app more often with an approximately 42 percent reduction in cost per [day two] retention compared to install optimization,&#8221; says Starz SVP of marketing, Robin Chacko.</p> <p>Facebook is also giving app advertisers four new metrics within their Ads Manager to track retention connected to app install ad campaigns, measuring app opens and the cost per retention for day two and day seven post-install.</p> <h2>More on Facebook&#8217;s app retention optimization</h2> <ul> <li>Facebook&#8217;s latest retention optimization ad option and metrics are available to all global advertisers.</li> <li>According to AppsFlyer&#8217;s &#8220;State of App Engagement&#8221; report from 2017, only 10 to 12 percent of app users users stay active seven days after installing an app, and four to five percent remain active after 30 days.</li> <li>Fotoable, the company behind the Word Crossy app, also reported positive results from retention optimization, claiming the company can now grow its ads-based game with more engaged users because of retention optimization.</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-introduces-retention-optimization-option-for-app-advertisers-250176">Facebook introduces retention optimization option for app advertisers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google My Business Lets Businesses Add Products to Listings by @MattGSouthern http://tracking.feedpress.it/link/13962/10598186 Search Engine Journal urn:uuid:f751ba1e-a931-426d-ef3e-9bb793401136 Thu, 18 Oct 2018 19:01:18 +0000 <p>Google My Business has been spotted testing a new feature that lets businesses add collections of products to their listings.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-my-business-lets-businesses-add-products-to-listings/274369/">Google My Business Lets Businesses Add Products to Listings by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10598186.gif" height="1" width="1"/> 5 essential steps to connect with Generation Z https://marketingland.com/5-essential-steps-to-connect-with-generation-z-250168 Marketing Land urn:uuid:1e2b808d-b7f8-1a6f-f983-4133ac88977d Thu, 18 Oct 2018 18:32:50 +0000 <p>While the path to success for today&#8217;s retailers includes higher consumer expectations and changing behavior, e-commerce giants such as Amazon and always evolving technologies, they don&#8217;t have to settle in for a slump. To counter this, forward-thinking retailers are looking for ways to tap the rewards of the the newest and youngest consumer powerhouse, Generation [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/5-essential-steps-to-connect-with-generation-z-250168">5 essential steps to connect with Generation Z</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><a href="https://downloads.digitalmarketingdepot.com/UNI_1809_RdMapToSuc_landingpage.html?utm_source=sel&#038;utm_medium=newspost"><img class="alignnone size-large wp-image-250170" src="https://marketingland.com/wp-content/ml-loads/2018/10/Genz-smartphone-shopping-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Genz-smartphone-shopping-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/10/Genz-smartphone-shopping-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/10/Genz-smartphone-shopping-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></a>While the path to success for today&#8217;s retailers includes higher consumer expectations and changing behavior, e-commerce giants such as Amazon and always evolving technologies, they don&#8217;t have to settle in for a slump.</p> <p>To counter this, forward-thinking retailers are looking for ways to tap the rewards of the the newest and youngest consumer powerhouse, Generation Z.</p> <p>This Marketing Land white paper takes an in-depth look at 5 essential steps to reach Generation Z and what the roadmap should look like.</p> <p>Visit Digital Marketing Depot to download <a href="https://downloads.digitalmarketingdepot.com/UNI_1809_RdMapToSuc_landingpage.html?utm_source=sel&#038;utm_medium=newspost" rel="nofollow">&#8220;Retail Roadmap to Success.&#8221;</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/5-essential-steps-to-connect-with-generation-z-250168">5 essential steps to connect with Generation Z</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Shy of 100MM, survey finds Amazon Prime membership growth has flattened in US https://marketingland.com/shy-of-100mm-survey-finds-amazon-prime-membership-growth-has-flattened-in-us-250147 Marketing Land urn:uuid:9020c0e9-9fd5-9784-472a-9a2b6153d049 Thu, 18 Oct 2018 17:52:56 +0000 <p>Quarterly member growth has slowed to less than 2 percent, according to CIRP. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/shy-of-100mm-survey-finds-amazon-prime-membership-growth-has-flattened-in-us-250147">Shy of 100MM, survey finds Amazon Prime membership growth has flattened in US</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-174543" src="https://marketingland.com/wp-content/ml-loads/2016/04/amazon-prime-box-shipping-mm-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2016/04/amazon-prime-box-shipping-mm-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2016/04/amazon-prime-box-shipping-mm-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2016/04/amazon-prime-box-shipping-mm-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Consumer Intelligence Research Partners (<a href="https://www.cirpllc.com/">CIRP</a>) has tracked the growth of Amazon Prime in the US over the past several years. Until very recently, Amazon has seen double-digit growth in the number of Prime memberships.</p> <p><strong>Nearing 100 million US members.</strong> CIRP says that today Amazon Prime has 97 million US members, which is up from <a href="https://marketingland.com/report-prime-members-now-represent-63-percent-amazons-us-customers-226573">90 million members a year ago</a>. That represents 61 percent of total US Amazon customers. Amazon itself said in April that it had &#8220;exceeded 100 million paid Prime members globally,&#8221; in a letter to shareholders. That suggests that the CIRP estimates might be aggressive.</p> <p style="text-align: center;"><strong>US Amazon Prime Members (millions)</strong></p> <img class="aligncenter size-full wp-image-250151" src="https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-18-at-9.43.12-AM.png" alt="" width="700" height="347" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-18-at-9.43.12-AM.png 700w, https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-18-at-9.43.12-AM-600x297.png 600w" sizes="(max-width: 700px) 100vw, 700px" /> <p><strong>Growth slowing considerably.</strong> Annual growth of Prime is roughly 8 percent but sequential growth is now 1 to 2 percent. However, Prime members are a massive group of Amazon shoppers and spend more, more often than non-Prime Amazon customers.</p> <p>According to CIRP data:</p> <ul> <li>Prime members spend an average of $1,400 per year vs. $600 for non-Prime customers</li> <li>Prime members shop on Amazon 26 times per year vs. 14 times for non-Prime customers</li> <li>Prime members spend $55 per visit vs an average of $42 per visit for non-Prime customers</li> <li>Prime members purchase 2.2 items on average per visit vs. 2 items for non-Prime customers</li> </ul> <p>Total spending by Prime members in the US, then, would be $1.36 billion dollars.</p> <p><strong>What it means for marketers.</strong> It&#8217;s not clear how many third-party sellers are using Prime two-day shipping but my guess is that they&#8217;re reaping some of the same spending benefits CIRP identifies above.</p> <p>Regardless of whether they&#8217;re using Prime shipping, Amazon sellers will be spending more on Amazon ads for improved visibility. It&#8217;s now the <a href="https://www.emarketer.com/content/amazon-is-now-the-no-3-digital-ad-platform-in-the-us">third largest ad platform after Google and Facebook</a>.</p> <p>Notwithstanding slowing growth for Prime, Amazon is the dominant online shopping destination for a large majority of American consumers. Surveys indicate that Amazon will be the place they go first online for holiday shopping &#8212; <a href="https://marketingland.com/survey-people-plan-to-use-amazon-3-to-1-over-google-for-holiday-shopping-249901">by a large margin,</a> even over Google.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/shy-of-100mm-survey-finds-amazon-prime-membership-growth-has-flattened-in-us-250147">Shy of 100MM, survey finds Amazon Prime membership growth has flattened in US</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook aims to give more transparency around brand-influencer relationships https://marketingland.com/facebook-aims-to-give-more-transparency-around-brand-influencer-relationships-250135 Marketing Land urn:uuid:bebaefcc-75b0-cf11-506c-5b443784de6b Thu, 18 Oct 2018 15:00:36 +0000 <p>The company is updating its brand content tag with new language and rolling out the Brand Collabs Manager tool to more countries. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-aims-to-give-more-transparency-around-brand-influencer-relationships-250135">Facebook aims to give more transparency around brand-influencer relationships</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-250137" src="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-Branded-Content-Label-800x478.png" alt="" width="800" height="478" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-Branded-Content-Label-800x478.png 800w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-Branded-Content-Label-600x358.png 600w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-Branded-Content-Label-768x459.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Facebook is updating the language for its Branded Content tag &#8212; putting more transparency around brand-influencer relationships &#8212; and rolling out the Brand Collabs Manager tool in more countries. The company says it&#8217;s also testing new ways for brand Pages to tag other Pages belonging to influencers, and looks to roll out new tagging features next year.</p> <h2>Why marketers should care</h2> <p>Previously, Facebook&#8217;s Branded Content tag included the work &#8216;Paid&#8217; at the top of the posts.  Now, the tag will include the words &#8220;Paid Partnership&#8221; and have an &#8220;About this Partnership&#8221; icon that links to more information about the relationship between the Page sharing the post and the company behind the branded content.</p> <p>With these latest updates, Facebook is giving brands the opportunity to better disclose relationships with collaborators on the platform by giving followers more context on branded content posts.</p> <p>&#8220;In all of this, our guiding principle is transparency: to ensure that people correctly understand the nature of the relationship behind the content in their feed and for brands and content creators to easily and accurately share partnerships on Facebook,&#8221; writes Maria Smith, Facebook&#8217;s director of product for News Feed and media monitization.</p> <p>Brands have long used influencers to help promote content on Facebook, but disclosure of such relationships has been lagging. Two years ago, Facebook <a href="https://marketingland.com/facebook-drops-branded-content-restrictions-publishers-172415">dropped its branded content policies</a>, allowing publishers and other verified pages distribute branded content for free. A year later, it updated its <a href="https://marketingland.com/facebook-expands-branded-content-program-210753">branded content policy</a>, giving more Pages the ability to share branded content, but adding the word &#8216;Paid&#8217; to posts with branded content. Now, with the new language on the Branded Content tag and the &#8220;About this Partnership&#8221; link, brands and influencer relationships will be more transparent.</p> <p>Facebook is also expanding access to its Brands Collabs Manager tool internationally in the coming weeks, rolling it out in India, Germany, Mexico, Thailand and The United Kingdom. First launched in the U.S. in June, the Brands Collabs Manager helps brands identify and partner with creators to promote sponsored content.</p> <h2>More on Facebook&#8217;s branded content news</h2> <ul> <li>Facebook says it is looking to roll out new features next year that would make it possible for Pages to tag other Pages &#8212; an option that&#8217;s not currently available outside of the branded content tool. For example, a Page belonging to a professional sports team could tag a professional athlete&#8217;s Page in a &#8220;non-financially motivated&#8221; post.</li> <li>The company is also testing new ways for marketers to disclose sponsor relationships and affiliate marketing relationships, making it possible to denote such partnerships within the content of a post versus a label on the post.</li> <li>Facebook reports posts that included the Branded Content tag delivered an average ad recall lift of 13 percentage points for brands.</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-aims-to-give-more-transparency-around-brand-influencer-relationships-250135">Facebook aims to give more transparency around brand-influencer relationships</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> 6 Great Examples of Brands Using Twitter Effectively by @osbennn http://tracking.feedpress.it/link/13962/10596271 Search Engine Journal urn:uuid:0b9d6bde-7cfe-ed5a-e28c-c04263fd8747 Thu, 18 Oct 2018 13:45:54 +0000 <p>Pull some inspiration from these six brands that are nailing Twitter marketing.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/brands-using-twitter-examples/271335/">6 Great Examples of Brands Using Twitter Effectively by @osbennn</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10596271.gif" height="1" width="1"/> 6 Lessons In Video Storytelling You Can Learn from Indian Brands by @gregjarboe http://tracking.feedpress.it/link/13962/10595792 Search Engine Journal urn:uuid:a32cde83-3ef6-989e-776b-20b00d1b7b37 Thu, 18 Oct 2018 12:45:11 +0000 <p>Read on to learn how you can master the art of video storytelling, just like many brands in India do.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/brand-video-storytelling-examples/271929/">6 Lessons In Video Storytelling You Can Learn from Indian Brands by @gregjarboe</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10595792.gif" height="1" width="1"/> Facebook Punishes Scraper Sites by @martinibuster http://tracking.feedpress.it/link/13962/10594988 Search Engine Journal urn:uuid:1b8b0ef8-18cd-3a2a-e99c-3a47c879f00b Thu, 18 Oct 2018 10:33:30 +0000 <p>Facebook announced it is demoting posts that link to sites with copied content.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/facebook-algorithm/274305/">Facebook Punishes Scraper Sites by @martinibuster</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10594988.gif" height="1" width="1"/> 3 Social Media Monitoring Tools for Marketers https://www.socialmediaexaminer.com/3-social-media-monitoring-tools-marketers/ Social Media Examiner urn:uuid:b51f702d-d235-afeb-0f45-9d919276ff28 Thu, 18 Oct 2018 10:05:19 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/social-monitoring-listening-tools-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Looking for reliable tools to monitor your brand on social media? Wonder which social media monitoring tools are best suited to specific tasks? In this article, you&#8217;ll discover three social listening tools designed to help you capitalize on influencer marketing, online mentions, and lead generation. #1: Social Media Monitoring for Lead Generation With Awario For <a class="read-more" href="https://www.socialmediaexaminer.com/3-social-media-monitoring-tools-marketers/">[...]</a></p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/3-social-media-monitoring-tools-marketers/">3 Social Media Monitoring Tools for Marketers</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Examiner</a>.</p> Analyzing for Improved Results: The Journey, Season 2, Episode 7 https://www.socialmediaexaminer.com/analyzing-for-improved-results-the-journey-season-2-episode-7/ Social Media Examiner urn:uuid:955a9d93-e5c7-dc77-6968-80069e4fc728 Thu, 18 Oct 2018 10:03:47 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Do you ever run Facebook campaigns that end up costing more than you think they should? Then watch the Journey, Social Media Examiner&#8217;s episodic video documentary that shows you what really happens inside a growing business. Watch the Journey In episode 7, Michael Stelzner (founder of Social Media Examiner) and his team analyze what worked <a class="read-more" href="https://www.socialmediaexaminer.com/analyzing-for-improved-results-the-journey-season-2-episode-7/">[...]</a></p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/analyzing-for-improved-results-the-journey-season-2-episode-7/">Analyzing for Improved Results: The Journey, Season 2, Episode 7</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Examiner</a>.</p> Google ushers in the Age of Conversational Ads with the launch of AdLingo https://marketingland.com/google-ushers-in-the-age-of-conversational-ads-with-the-launch-of-adlingo-250121 Marketing Land urn:uuid:d60b3ecb-f0df-1a03-b696-516f97e2fbb1 Wed, 17 Oct 2018 23:02:11 +0000 <p>The new display ad-like format, available through the regular Google ad platform, allows advertisers to deliver ads that query users and respond to them.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/google-ushers-in-the-age-of-conversational-ads-with-the-launch-of-adlingo-250121">Google ushers in the Age of Conversational Ads with the launch of AdLingo</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <a href="https://marketingland.com/wp-content/ml-loads/2018/10/AdLingo1200x675.png" rel="lightbox"><img class="alignnone wp-image-250128 size-full" src="https://marketingland.com/wp-content/ml-loads/2018/10/AdLingo1200x675.png" alt="" width="1200" height="675" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/AdLingo1200x675.png 1200w, https://marketingland.com/wp-content/ml-loads/2018/10/AdLingo1200x675-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/10/AdLingo1200x675-768x432.png 768w, https://marketingland.com/wp-content/ml-loads/2018/10/AdLingo1200x675-800x450.png 800w" sizes="(max-width: 1200px) 100vw, 1200px" /></a> <hr /> <p>Marketers now have a new generally-available ad type for their campaigns: conversational ads.</p> <p>That’s the result of Google’s launch on Tuesday of its new <a href="https://www.adlingo.com/">AdLingo</a> conversational marketing platform, which provides a display ad-like framework into which conversational ads can be placed.</p> <p>Concurrent with the AdLingo announcement, Google said it was working with three providers of conversational ads: ad/marketing intelligence firm Valassis Digital, conversational commerce provider LivePerson, and chatbot provider Take.</p> <p><strong>A display ad performing like a messaging app.</strong> AdLingo provides the first generally available format for conversational ads outside of messaging apps. “Google provides the ad,” Valassis VP of Strategy Mike Balducci told me, “and we serve the chat.” In essence, he said, Google has built a display ad that performs like a messaging app.</p> <div class="fit-embeded"><iframe width="500" height="281" src="https://www.youtube.com/embed/z3Zj1NgA4_c?feature=oembed" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div> <p><strong>Some history. </strong>Previous efforts have included ads on Facebook Messenger and other messaging apps, and IBM’s Watson Ads, which <a href="https://marketingland.com/ibm-announces-watson-powered-ads-think-179596">launched</a> in 2016 only on the IBM-owned Weather.com and the Weather Channel app and which have <a href="https://martechtoday.com/ibm-watson-give-intelligent-ads-wider-release-expands-targeting-226325">recently been made available</a> for any publisher. IBM’s ads, of course, may offer a deeper and more convincing interaction because it is conversation powered by Watson, the Jeopardy-winning supercomputer.</p> <p>Balducci noted that his company has been providing conversational ads since 2016, mostly on Messenger, using the Microsoft Bot Framework and the Luis.ai natural language processor.</p> <p>He added that the responses in Valassis’ AdLingo ads, such as a campaign for Kia, have mostly been canned, with the ad seeking limited info instead of conducting a wide-ranging conversation.</p> <p>The Kia ads, for instance, question the user about currently owned cars in order to estimate a trade-in value, and offer access to inventory for nearby dealers.</p> <p><strong>Delivery and cost basis.</strong> AdLingo ads are served programmatically through Google’s ad network, and, like most display ads, the cost is impression-based CPM. But the real value to marketers is the user interaction, which could last minutes and for which there is no additional charge.</p> <p><b>Why</b> <b>it</b> <b>matters</b> <b>to</b> <b>marketers</b>. While Balducci said he didn’t have any stats yet as to whether conversational ads work better than regular ones, one clear advantage is that marketers can now present conversational ads outside the walls of messaging apps, notably Facebook Messenger, and, until recently, IBM’s Weather properties.</p> <p>The interaction data received by the brand is essentially the same as has been available through, say, Messenger. But, Balducci added, his initial estimates indicate that the cost of engagement for conversational ads through Google’s AdLingo is lower than on Messenger.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, </i></p> <p>The post <a rel="nofollow" href="https://marketingland.com/google-ushers-in-the-age-of-conversational-ads-with-the-launch-of-adlingo-250121">Google ushers in the Age of Conversational Ads with the launch of AdLingo</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm https://marketingland.com/inmobi-becomes-sprints-exclusive-in-app-ctv-ad-platform-by-buying-the-telcos-ad-firm-250113 Marketing Land urn:uuid:ce5768f7-9b33-a52b-04f6-c2b31e9b4db9 Wed, 17 Oct 2018 22:42:09 +0000 <p>The purchase of Pinsight Media positions InMobi as the central player in Sprint’s ad future, and possibly in the ad future of T-Mobile and other telcos.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/inmobi-becomes-sprints-exclusive-in-app-ctv-ad-platform-by-buying-the-telcos-ad-firm-250113">InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <div id="attachment_250124" style="width: 810px" class="wp-caption alignnone"><img class="size-large wp-image-250124" src="https://marketingland.com/wp-content/ml-loads/2018/10/InMobi-and-Pinsight-800x450.png" alt="Graphic provided by InMobi" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/InMobi-and-Pinsight-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2018/10/InMobi-and-Pinsight-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/10/InMobi-and-Pinsight-768x432.png 768w, https://marketingland.com/wp-content/ml-loads/2018/10/InMobi-and-Pinsight.png 1200w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">Graphic provided by InMobi</p></div> <p>When a brand wants to advertise to telco subscribers, the process can involve many participants. But today mobile marketing platform InMobi took another step toward its vision of a more unified approach, with the announcement that it is buying Sprint’s mobile data and ad company Pinsight Media.</p> <p><strong>Exclusive data access. </strong>As a result of the purchase, InMobi co-founder Abhay Singhal told me, his company will now have the exclusive right to Sprint subscriber data for in-app advertising and for connected TV (CTV)/Over-the-Top TV (<a href="https://martechtoday.com/marketing-landscape-ott-programming-matter-184073">OTT</a>), the latter which InMobi is currently field testing. Deal terms were not made public.</p> <p>Essentially, InMobi now becomes Sprint’s in-app and CTV/OTT ad and data platform.</p> <p>Although Pinsight also offers mobile web advertising, Singhal said his company was not equipped to handle that inventory.</p> <p><strong>What this could mean for marketing to telco subscribers.</strong> Singhal said this is the first time InMobi will act in this capacity, as the exclusive ad platform and data processor for a telco and, to his knowledge, the first time it has been tried anywhere.</p> <p>While other telcos like Verizon &#8212; and, previously, Sprint &#8212; have tried to develop this capability in-house, Singhal said it makes sense for a telco to farm out the need for an efficient mobile platform to target and deliver ads, and to generate insights about subscribers, because of the complexity involved.</p> <p>“Telcos have had huge aspirations to create large ad units,” he said, “but they didn’t have the skillsets.”</p> <p>In fact, he noted, InMobi is now in discussions “with about ten” other telcos worldwide to offer a similar service, with none of them involving mobile web ads. In the event deals are signed with others, he said, each telco’s data will remain individually siloed.</p> <p>Sprint itself is in the process of merging with T-Mobile, and Singhal said it wasn’t yet clear what the arrangement will be for T-Mobile’s subscriber data and ad delivery. The data used by Pinsight is anonymized to a degree, and Sprint handles getting user permission.</p> <p><strong>Why this matters for marketers.</strong> As an external platform for Sprint’s in-app and CTV ads &#8212; and potentially for other telcos&#8217; inventory &#8212; InMobi can provide a consistent and unified experience for marketers in an otherwise fragmented market.</p> <p>Singhal also points out that brand marketers rarely know definitively about their users, except for the users’ interaction with the brand. Everything else &#8212; what the user did before entering the brand’s store, what she did afterward, and so on &#8212; involves matching data sets, often from other providers and often probabilistically.</p> <p>By contrast, he said, telco subscriber data can provide a more consistent and reliable picture of a brand’s users, because virtually everyone carries their mobile phone everywhere. In that scenario, InMobi could offer a more complete understanding of a brand’s customers and potential customers inside a mobile or Internet service network.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">click here.</a></i></p> <p>The post <a rel="nofollow" href="https://marketingland.com/inmobi-becomes-sprints-exclusive-in-app-ctv-ad-platform-by-buying-the-telcos-ad-firm-250113">InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Marketing Day: Facebook fights low quality ads, Pinterest updates Ads Manager, Twilio acquires SendGrid https://marketingland.com/marketing-day-facebook-fights-low-quality-ads-pinterest-updates-ads-manager-twilio-acquires-sendgrid-250115 Marketing Land urn:uuid:872072a8-d302-e903-84d0-84ed2606d8a6 Wed, 17 Oct 2018 20:12:29 +0000 <p>Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-facebook-fights-low-quality-ads-pinterest-updates-ads-manager-twilio-acquires-sendgrid-250115">Marketing Day: Facebook fights low quality ads, Pinterest updates Ads Manager, Twilio acquires SendGrid</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-149669" src="http://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a title="Facebook cracking down on ads with clickbait headlines, sensationalized language" href="https://marketingland.com/facebook-cracking-down-on-ads-with-clickbait-headlines-sensationalized-language-250095">Facebook cracking down on ads with clickbait headlines, sensationalized language</a></strong><br /> <!-- byline -->Oct 17, 2018 by Amy Gesenhues<!-- end byline --><br /> The company says any ads containing engagement bait, sensationalized language or headlines that withhold information will be penalized.</p> <p><!--end ml posts--></li> <li><strong><a title="Black Friday to dominate holiday ad budgets, leaving little for last-minute shoppers" href="https://marketingland.com/black-friday-to-dominate-holiday-ad-budgets-leaving-little-for-last-minute-shoppers-250058">Black Friday to dominate holiday ad budgets, leaving little for last-minute shoppers</a></strong><br /> <!-- byline -->Oct 17, 2018 by Robin Kurzer<!-- end byline --><br /> A new study from Nanigans shows that most retailers plan to spend 25% of their yearly digital ad budgets this holiday season.</p> <p><!--end ml posts--></li> <li><strong><a title="Pinterest updates Ads Manager, rolls out Product Pins features ahead of holiday shopping" href="https://marketingland.com/pinterest-updates-ads-manager-rolls-out-product-pins-features-ahead-of-holiday-shopping-250066">Pinterest updates Ads Manager, rolls out Product Pins features ahead of holiday shopping</a></strong><br /> <!-- byline -->Oct 17, 2018 by Amy Gesenhues<!-- end byline --><br /> The social media platform says it has completely rebuilt its Product Pins system, adding up-to-date pricing and stock information.</p> <p><!--end ml posts--></li> <li><strong><a title="How will Google’s new Android app licensing rules in Europe impact Chrome and search?" href="https://marketingland.com/how-will-googles-new-android-app-licensing-rules-in-europe-impact-chrome-and-search-250039">How will Google’s new Android app licensing rules in Europe impact Chrome and search?</a></strong><br /> <!-- byline -->Oct 17, 2018 by Greg Sterling<!-- end byline --><br /> The company is unlikely to see any loss of mobile search share as a result of complying with Europe’s antitrust decision.</p> <p><!--end ml posts--></li> <li><strong><a title="Autopilot debuts real-time collaborative customer journey map" href="https://marketingland.com/autopilot-debuts-real-time-collaborative-customer-journey-map-250012">Autopilot debuts real-time collaborative customer journey map</a></strong><br /> <!-- byline -->Oct 16, 2018 by Barry Levine<!-- end byline --><br /> The Google Docs-like feature lets remote users work in real-time on a customer journey map, as well as add annotations or manage campaign functions.</p> <p><!--end ml posts--></li> <li><strong><a title="Twilio to acquire SendGrid for $2 billion, expanding its developer-focused communication platform" href="https://marketingland.com/twilio-to-acquire-sendgrid-for-2-billion-expanding-its-developer-focused-communication-platform-250005">Twilio to acquire SendGrid for $2 billion, expanding its developer-focused communication platform</a></strong><br /> <!-- byline -->Oct 16, 2018 by Robin Kurzer<!-- end byline --><br /> The company says the move will bring together two developer-focused, API-based communications platforms that have worked together for years.</p> <p><!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm" href="https://martechtoday.com/inmobi-becomes-sprints-exclusive-in-app-ctv-ad-platform-by-buying-the-telcos-ad-firm-226730">InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm</a></strong><br /> <!-- byline -->Oct 17, 2018 by Barry Levine<!-- end byline --><br /> The purchase of Pinsight Media positions InMobi as the central player in Sprint’s ad future, and possibly in the ad future of T-Mobile and other telcos.</p> <p><!--end ml posts--></li> <li><strong><a title="Fullscreen offers marketers another YouTube brand safety tool" href="https://martechtoday.com/fullscreen-offers-marketers-another-youtube-brand-safety-tool-226680">Fullscreen offers marketers another YouTube brand safety tool</a></strong><br /> <!-- byline -->Oct 17, 2018 by Barry Levine<!-- end byline --><br /> With an analysis of screengrabs from each scene, plus audio and metadata, the influencer-oriented ad firm is providing marketers with another option for clean video inventory on the world’s biggest video platform.</p> <p><!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="https://content.myemma.com/blog/7-ways-to-measure-email-marketing-effectiveness">7 ways to measure email marketing effectiveness</a>, My Emma</li> <li><a href="https://www.practicalecommerce.com/building-an-ecommerce-business-part-4-copywriting-matters">Building an Ecommerce Business, Part 4: Copywriting Matters</a>, Practical Ecommerce</li> <li><a href="https://blog.twitter.com/official/en_us/topics/company/2018/enabling-further-research-of-information-operations-on-twitter.html">Enabling further research of information operations on Twitter</a>, Twitter</li> <li><a href="https://blog.marketo.com/2018/10/graphic-design-in-the-modern-world-what-marketers-need-to-know.html">Graphic Design in the Modern World: What Marketers Need to Know</a>, Marketo</li> <li><a href="https://redditblog.com/2018/10/17/politics-on-reddit/">Politics on Reddit</a>, Reddit Blog</li> <li><a href="https://digiday.com/marketing/hidden-costs-taking-programmatic-house/">The hidden costs of taking programmatic in-house</a>, Digiday</li> <li><a href="http://mediakix.com/2018/10/influencer-partnerships-long-term-one-off-pros-cons/">The Pros &#038; Cons Of Long-Term Vs. One-Off Influencer Partnerships</a>, MediaKix</li> <li><a href="https://www.getelastic.com/top-3-reasons-why-digital-transformation-projects-fail">Three most common mistakes to avoid with digital transformation projects</a>, Get Elastic</li> <li><a href="https://www.cmswire.com/digital-experience/where-testing-fits-in-your-omnichannel-experiences/">Where Testing Fits in Your Omnichannel Experiences</a>, CMS Wire</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-facebook-fights-low-quality-ads-pinterest-updates-ads-manager-twilio-acquires-sendgrid-250115">Marketing Day: Facebook fights low quality ads, Pinterest updates Ads Manager, Twilio acquires SendGrid</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook cracking down on ads with clickbait headlines, sensationalized language https://marketingland.com/facebook-cracking-down-on-ads-with-clickbait-headlines-sensationalized-language-250095 Marketing Land urn:uuid:aa6b557b-9c31-2c2d-7b22-9a10361f82a4 Wed, 17 Oct 2018 20:00:53 +0000 <p>The company says any ads containing engagement bait, sensationalized language or headlines that withhold information will be penalized. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-cracking-down-on-ads-with-clickbait-headlines-sensationalized-language-250095">Facebook cracking down on ads with clickbait headlines, sensationalized language</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-full wp-image-250101" src="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad2.png" alt="" width="784" height="378" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad2.png 784w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad2-600x289.png 600w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad2-768x370.png 768w" sizes="(max-width: 784px) 100vw, 784px" /> <p>In May 2017, <a href="https://marketingland.com/facebook-using-ai-penalize-spammy-ad-heavy-websites-214201">Facebook announced</a> it was doing more to demote ads that included shocking, disruptive or malicious content. On Wednesday, the company announced it was expanding its efforts in this area by further reducing distribution of &#8212; or disapproving &#8212; low quality ads.</p> <p>Marketers using less than credible ad content will need to reconsider their strategy as their ads will continue to get less and less play &#8212; or be removed. Here&#8217;s a look at what&#8217;s changing.</p> <p><strong>Ads that withhold information. </strong>See the examples shown above. Any Facebook ads that include sensationalized or exaggerated headlines to generate a reaction, but fail to deliver the anticipated response on the landing page will also be demoted or disallowed.</p> <p><strong>Engagement bait ads. </strong>Another type of advertisement that will be penalized is any ad that withholds information to get people to click on a link to understand the full meaning of the post. Advertising headlines like &#8220;You won&#8217;t believe what happened next&#8221; or &#8220;You&#8217;ll be shocked when you see the results&#8221; are prime examples of this type of clickbait.<img class="aligncenter size-large wp-image-250102" src="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad1.png" alt="" width="796" height="366" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad1.png 796w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad1-600x276.png 600w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad1-768x353.png 768w" sizes="(max-width: 796px) 100vw, 796px" /></p> <p><strong>Ads with sensationalized language. </strong>Facebook says advertisers trying to promote ads with any of these attributes should expect to see lowered distribution in ad auctions. Ads flagged for low quality content may also be disapproved.<img class="aligncenter size-full wp-image-250100" src="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad3.png" alt="" width="766" height="342" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad3.png 766w, https://marketingland.com/wp-content/ml-loads/2018/10/Facebook-low-quality-ad3-600x268.png 600w" sizes="(max-width: 766px) 100vw, 766px" /></p> <p><strong>Why it matters to advertisers. </strong>Facebook says this heightened enforcement applies to all advertisers, but media, entertainment, political and issue ads may be impacted more as these are ad categories more likely to use such methods.Advertisers with multiple ads flagged for low quality content may see all of their campaigns impacted &#8212; meaning if Facebook identifies an advertiser habitually trying to post low quality ads, all of that advertiser&#8217;s campaigns may be penalized.</p> <p>These latest updates are an extension of Facebook&#8217;s 2014 move to <a href="https://newsroom.fb.com/news/2014/08/news-feed-fyi-click-baiting/">fight clickbait</a> headlines. The company has since made improvements to cut back on the amount of <a href="https://marketingland.com/facebooks-fight-spam-clickbait-means-advertisers-234415">spammy content</a> in the News Feed.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-cracking-down-on-ads-with-clickbait-headlines-sensationalized-language-250095">Facebook cracking down on ads with clickbait headlines, sensationalized language</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Black Friday to dominate holiday ad budgets, leaving little for last-minute shoppers https://marketingland.com/black-friday-to-dominate-holiday-ad-budgets-leaving-little-for-last-minute-shoppers-250058 Marketing Land urn:uuid:ac6179e6-d77c-ff8e-6e77-f80098b37371 Wed, 17 Oct 2018 19:06:22 +0000 <p>Just 5 percent of the retailers plan to focus spend on late-season shoppers. according to a Nanigans study.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/black-friday-to-dominate-holiday-ad-budgets-leaving-little-for-last-minute-shoppers-250058">Black Friday to dominate holiday ad budgets, leaving little for last-minute shoppers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><img class="aligncenter size-large wp-image-246203" src="https://marketingland.com/wp-content/ml-loads/2018/08/millennial-shopping-retail-ss-1920_a5838b-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/08/millennial-shopping-retail-ss-1920_a5838b-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/08/millennial-shopping-retail-ss-1920_a5838b-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/08/millennial-shopping-retail-ss-1920_a5838b-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" />A new <a href="http://go.nanigans.com/2018-retail-holiday-advertising-preview/p/1">study</a> out this week from ad platform Nanigans suggests that most retail marketers plan to prioritize their digital advertising spend on Black Friday &#8212; and ignore late-season shoppers.</p> <p>Nanigans partnered with Advertiser Perceptions to survey 100 retail marketing leaders about digital advertising for the holidays.</p> <p><strong>25 percent of ad budgets spent Black Friday weekend.</strong> The study found that 64 percent of marketers will have ads running by Halloween, and most (94 percent) by early November. Most retailers who will spend a full quarter of their digital ad budgets from Black Friday through Cyber Monday. Black Friday gets most of that spend, with 63 percent of retailers saying that Friday is their focus. Only 20 percent of brands plan to spend more on Cyber Monday.</p> <p><strong>Little left to target last-minute shoppers. </strong>Only 5 percent of the retailers surveyed said they focus spend on late-season shoppers.</p> <p>&#8220;Retailers don’t focus much of their holiday ad spend on last-minute shoppers, which could be a missed opportunity as it’s a pivotal time to generate brand exposure,&#8221; Nanigans <a href="https://www.businesswire.com/news/home/20181016005150/en/Retailers-Spend-Black-Friday-Digital-Ads-Cyber">said</a>, noting almost half (47 percent) prioritize early-season campaigns, 48 percent focus on prime-season buyers, and just 5 percent target late-season shoppers.</p> <p><strong>Amazon gaining spend share.</strong> Retailers are still spending the most at Google (21 percent) and Facebook (18 percent), but Amazon (15 percent) is coming up fast behind.</p> <p>&#8220;Nearly half of U.S. consumers now start their product search on Amazon, meaning the retail giant offers an attractive model for brands hoping to capture the attention of active buyers during the 2018 holiday shopping season,&#8221; said Ric Calvillo, CEO and co-founder of Nanigans. &#8220;However, retailers’ decision to pump ad spend into Amazon may be shortsighted. The company has built an ecosystem that makes it both an attractive ecommerce ad platform and a retailer’s top competitor.&#8221;</p> <p>In a survey released this week by CPC Strategy, Amazon <a href="https://marketingland.com/survey-people-plan-to-use-amazon-3-to-1-over-google-for-holiday-shopping-249901">topped the list</a> of sites consumers said they&#8217;ll use to shop for holiday gift shopping this year.</p> <p><strong>Why you should care. </strong>The Nanigans data highlights the importance of Black Friday to retailers&#8217; holiday success, but also suggests that distributing budget more equitably throughout the shopping season could help retailers pick up more sales &#8212; and possibly at cheaper CPMs when there is less media buying competition.</p> <p>E-commerce sales <a href="https://marketingland.com/analysts-agree-e-commerce-sales-set-to-deliver-robust-holiday-retail-growth-249846">are predicted</a> to see double-digit growth this year, but is Cyber Monday as dated as its name? The report notes that marketers&#8217; lower investment in Cyber Monday may indicate that they &#8220;believe brick-and-mortar retail still plays a significant role in total holiday season revenue, or that Cyber Monday is an antiquated concept for consumers accustomed to regularly shopping online year round.&#8221;</p> <p>The post <a rel="nofollow" href="https://marketingland.com/black-friday-to-dominate-holiday-ad-budgets-leaving-little-for-last-minute-shoppers-250058">Black Friday to dominate holiday ad budgets, leaving little for last-minute shoppers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Pinterest updates Ads Manager, rolls out Product Pins features ahead of holiday shopping https://marketingland.com/pinterest-updates-ads-manager-rolls-out-product-pins-features-ahead-of-holiday-shopping-250066 Marketing Land urn:uuid:b58422ec-13ba-31f7-fc6a-30b42aa0c4cf Wed, 17 Oct 2018 18:17:14 +0000 <p>The social media platform says it has completely rebuilt its Product Pins system, adding up-to-date pricing and stock information. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/pinterest-updates-ads-manager-rolls-out-product-pins-features-ahead-of-holiday-shopping-250066">Pinterest updates Ads Manager, rolls out Product Pins features ahead of holiday shopping</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-250072" src="https://marketingland.com/wp-content/ml-loads/2018/10/Pinterest-Shopping-755x600.png" alt="" width="755" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Pinterest-Shopping-755x600.png 755w, https://marketingland.com/wp-content/ml-loads/2018/10/Pinterest-Shopping-503x400.png 503w, https://marketingland.com/wp-content/ml-loads/2018/10/Pinterest-Shopping-768x611.png 768w, https://marketingland.com/wp-content/ml-loads/2018/10/Pinterest-Shopping.png 1497w" sizes="(max-width: 755px) 100vw, 755px" /> <p>Pinterest <a href="https://business.pinterest.com/en/blog/upgrade-your-advertising-experience-with-new-and-improved-tools">announced</a> Wednesday the first big refresh for its self-serve Ads Manager tool since its launch in 2016. The company also added dynamic pricing and stock information to <a href="https://newsroom.pinterest.com/en/post/new-ways-to-shop-with-pinterest-0">Product Pins</a> and launched two new shopping recommendation sections.</p> <p><strong>An updated Ads Manager. </strong>Pinterest advertisers will now see a step-by-step campaign set-up wizard within Ads Manager that lets them choose a business goal, select an audience, or select the Pins they want to promote in search results or the home feed. Ad placement options are also now available, allowing advertisers to select browse or search placements at the ad group level.</p> <p>Advertisers will also be to schedule ads and have access to a new &#8220;pause campaign&#8221; tool to review Pins before they go live, as well as create new pins without having to exit campaign setup. Pinterest has integrated its Audience Insights tool into the Ads Manager to help advertisers better determine target audiences.</p> <p>Pinterest has revamped its reporting dashboard as well, allowing advertisers to make campaign changes to multiple rows at once.</p> <p>Amy Darwish, U.S. director of media operations for Resolution Media, noted the ability to duplicate campaigns and select several Pins at once as time savers with the update. &#8220;We&#8217;ll also be able to better govern how our ads are delivered through their frequency management capability, which is crucial for our clients, and we&#8217;re excited for upcoming features as well,&#8221; said Darvish.</p> <p><strong>More shoppable Product Pins. </strong>Pinterest has completely rebuilt its Product Pins system, adding dynamic pricing and stock information for hundreds of millions of Product Pins to make them more shoppable</p> <p>More Product Pins will include the shopping bag icon that links directly to a retailer&#8217;s checkout page so users can purchase a product within just a few clicks of finding an item in their feed or search results.</p> <p>Pinterest&#8217;s new Product Pins will be replacing the older Buyable Pin format and are rolling out globally across mobile and apps and Pinterest.com.</p> <p><strong>Fashion and home decor discovery.</strong> Pinterest is also launching a two new shopping recommendations sections to help users discover more fashion and home decor products below Style and Home Pins. These new sections will give fashion and home decor retailers and brands more reach on the app, placing their Product Pins in front of audiences interested in related products.</p> <p>The shopping recommendations sections are only live in the U.S., but there are plans to roll it out globally in the future.</p> <p>Pinterest also rolled out a new shopping shortcut on iOS devices in the U.S. that makes it possible for users to hold down on a Home or Style Pin with a shopping tag icon to launch the related shopping recommendation section.</p> <p><strong>Why it matters to e-commerce advertisers.</strong> Pinterest has been steadily building out its social commerce offerings this year, culminating with Wednesday&#8217;s news weeks ahead of the Black Friday kick off to the holiday shopping season. Pinterest says clicks on products to retail sites have increased 40 percent since it began testing its latest Product Pins.</p> <p>The new Ads Manager features have been rolled out to all Pinterest Business profiles in English speaking markets.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/pinterest-updates-ads-manager-rolls-out-product-pins-features-ahead-of-holiday-shopping-250066">Pinterest updates Ads Manager, rolls out Product Pins features ahead of holiday shopping</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> 23 SEO & Search Takeaways from Google’s Gary Illyes by @MrDannyGoodwin http://tracking.feedpress.it/link/13962/10589525 Search Engine Journal urn:uuid:0c1ecd6f-3a1e-a999-e723-92b9569b96fb Wed, 17 Oct 2018 17:59:49 +0000 <p>Gary Illyes, Google Webmaster Trends Analyst, opened up Pubcon in Las Vegas this morning talking about what’s new with Google and what you need to know about optimizing for search. Here are the highlights from the keynote. The Basics 1. Good URLs Are Critical Illyes started by reminding everyone the importance of good URL structure and warned not to use hashtags in URLs. Typically, JavaScript frameworks are to blame for hashtags in URLs. While it may slightly increase your loading time, it’s really bad for search because no search engine will understand anything in the URL after the hashtag. For […]</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/gary-illyes-whats-new-in-google-search-pubcon-keynote-recap/274273/">23 SEO &#038; Search Takeaways from Google&#8217;s Gary Illyes by @MrDannyGoodwin</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10589525.gif" height="1" width="1"/> Pinterest Introduces New Product Pins and Shopping Recommendations by @MattGSouthern http://tracking.feedpress.it/link/13962/10589526 Search Engine Journal urn:uuid:88a42131-20f6-ee6e-cbe1-f12b7eed340c Wed, 17 Oct 2018 17:53:55 +0000 <p>Pinterest is making hundreds of millions of pins more shoppable with links that go directly to the retailer’s product page.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/pinterest-introduces-new-product-pins-and-shopping-recommendations/274275/">Pinterest Introduces New Product Pins and Shopping Recommendations by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10589526.gif" height="1" width="1"/> Google Ads Report Editor Gains New Predefined Landing Page Reports by @MattGSouthern http://tracking.feedpress.it/link/13962/10588914 Search Engine Journal urn:uuid:9e2be731-988c-5036-e1a9-2a52db668f31 Wed, 17 Oct 2018 16:44:53 +0000 <p>Google is adding two new predefined landing page reports to the Report Editor.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-ads-report-editor-gains-new-predefined-landing-page-reports/274265/">Google Ads Report Editor Gains New Predefined Landing Page Reports by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10588914.gif" height="1" width="1"/> Bing Ads Now Counts Conversions Based on the Time of Ad Clicks by @MattGSouthern http://tracking.feedpress.it/link/13962/10588356 Search Engine Journal urn:uuid:7ef756e2-b2d1-4e2e-b14f-07e2da54a183 Wed, 17 Oct 2018 14:51:02 +0000 <p>Bing Ads has updated its conversion tracking and will now count conversions based on the time of the ad click.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/bing-ads-now-counts-conversions-based-on-the-time-of-ad-clicks/274253/">Bing Ads Now Counts Conversions Based on the Time of Ad Clicks by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10588356.gif" height="1" width="1"/> Why Optimizing for Quality Score Still Matters & How to Do It by @christijolson http://tracking.feedpress.it/link/13962/10587924 Search Engine Journal urn:uuid:1e96d682-19e2-5cff-19ea-4e09155ac2d9 Wed, 17 Oct 2018 13:45:11 +0000 <p>Here's how you can boost the quality of your keywords, ads, and landing pages for a higher score.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/how-to-optimize-for-quality-score/272389/">Why Optimizing for Quality Score Still Matters &#038; How to Do It by @christijolson</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10587924.gif" height="1" width="1"/> 4 Vivid Visuals That Will Increase Your Social Engagement by @marcushokh http://tracking.feedpress.it/link/13962/10587531 Search Engine Journal urn:uuid:4eab9739-251e-2176-73cd-612de361d205 Wed, 17 Oct 2018 12:45:16 +0000 <p>Here are four types of visuals that get high engagement on social media, and tools you'll need to make them.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/visuals-that-will-increase-social-engagement/272717/">4 Vivid Visuals That Will Increase Your Social Engagement by @marcushokh</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10587531.gif" height="1" width="1"/> How will Google’s new Android app licensing rules in Europe impact Chrome and search? https://marketingland.com/how-will-googles-new-android-app-licensing-rules-in-europe-impact-chrome-and-search-250039 Marketing Land urn:uuid:9859c300-44b5-6b32-9c32-2de075bef77a Wed, 17 Oct 2018 12:05:38 +0000 <p>The company is unlikely to see any loss of mobile search share as a result of complying with Europe's antitrust decision. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/how-will-googles-new-android-app-licensing-rules-in-europe-impact-chrome-and-search-250039">How will Google&#8217;s new Android app licensing rules in Europe impact Chrome and search?</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-240706" src="https://marketingland.com/wp-content/ml-loads/2018/05/google-eu3-fade-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/05/google-eu3-fade-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/05/google-eu3-fade-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/05/google-eu3-fade-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>On Tuesday, Google took action to <a href="https://www.blog.google/around-the-globe/google-europe/complying-ecs-android-decision/">comply</a> with the European Commission’s (EC&#8217;s) <a href="https://marketingland.com/google-hit-with-largest-ever-5-billion-antitrust-penalty-in-android-case-244534">antitrust decision</a> requiring it to de-couple Google Play access for smartphone makers from the pre-installation of Google apps such as Chrome and search. Google is <a href="https://marketingland.com/google-appeals-record-5-billion-eu-antitrust-android-fine-249692">appealing</a> the EC’s roughly $5 billion Android antitrust fine, imposed in July.</p> <p>Despite the appeal, Google was compelled to comply with the EC decision within 90 days or face additional fines, which could have amounted to $15 million per day under a penalty formula.</p> <p><strong>The changes Google is making to the EU Android ecosystem.</strong> In a <a href="https://www.blog.google/around-the-globe/google-europe/complying-ecs-android-decision/">blog post</a> yesterday Google explained the new framework it will implement for device makers in the roughly 30 country European Economic Area:</p> <ul> <li>Android partners wishing to distribute Google apps may also build non-compatible, or forked, smartphones and tablets . . .</li> <li>[D]evice manufacturers will be able to license the Google mobile application suite separately from the Google Search App or the Chrome browser . . . we will introduce a new paid licensing agreement for smartphones and tablets shipped into the EEA.</li> <li>[W]e will offer separate licenses to the Google Search app and to Chrome.</li> </ul> <p><strong>Device makers will now need to pay for Google Play.</strong> Smartphone manufacturers can now build their own app stores or use any third party app store on Android devices they make. The only place where this is happening in a meaningful way is China. But we could see more &#8220;forked&#8221; versions of Android, such as Amazon&#8217;s FireOS start appearing in Europe next year.</p> <p>These rules will not apply in the US or other regions globally.</p> <p>If companies such as Samsung want to use Google Play they will now pay for it. The amount of the licensing fee has not be disclosed. The Chrome browser and search app are separate but will be subject to a free license.</p> <p>Any handset maker in Europe could use a third party app store but still offer Chrome and search. They could equally make another browser the default or pre-install other search apps. Device makers could thus strike pay-for-play deals with new browsers (e.g., Opera, Firefox, Microsoft) or search apps that offer revenue for placement or pre-installation or ad clicks.</p> <p><strong>How it could affect marketers.</strong> It&#8217;s unlikely that we will see multiple new versions of Android appear in Europe, although there will probably be some that appear. If this does happen Android app developers&#8217; lives could become more complicated, with different versions of Android to address.</p> <p>Handset makers are likely to be cautious, not wanting to impact sales with buggy or untested versions of Android or app stores. However, we are likely to see other browsers gain some share in Europe, though Chrome will remain the most widely distributed.</p> <p>Search will probably see a very limited impact, if any. Google dominates mobile search in the EU, and it&#8217;s highly unlikely that there will be any meaningful challenger emerge (even Bing) or significant change in consumer behavior.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/how-will-googles-new-android-app-licensing-rules-in-europe-impact-chrome-and-search-250039">How will Google&#8217;s new Android app licensing rules in Europe impact Chrome and search?</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> 4 Ways to Use LinkedIn Video for Your Business https://www.socialmediaexaminer.com/linkedin-video-business/ Social Media Examiner urn:uuid:a69fa251-c94e-6f31-b935-ec5ff6e73f27 Wed, 17 Oct 2018 10:00:04 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/10/linkedin-video-business-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to do more with LinkedIn video? Looking for ideas and inspiration for your LinkedIn video marketing? In this article, you&#8217;ll discover four ways to publish LinkedIn video when you don&#8217;t know what to talk about. #1: Share Curated Resources With Your Viewers You don&#8217;t need to share brand-new ideas or concepts to be successful <a class="read-more" href="https://www.socialmediaexaminer.com/linkedin-video-business/">[...]</a></p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/linkedin-video-business/">4 Ways to Use LinkedIn Video for Your Business</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Examiner</a>.</p> Autopilot debuts real-time collaborative customer journey map https://marketingland.com/autopilot-debuts-real-time-collaborative-customer-journey-map-250012 Marketing Land urn:uuid:76e1d872-8cdb-d5e2-9483-2003d042d5a8 Tue, 16 Oct 2018 22:40:45 +0000 <p>The Google Docs-like feature lets remote users work in real-time on a customer journey map, as well as add annotations or manage campaign functions.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/autopilot-debuts-real-time-collaborative-customer-journey-map-250012">Autopilot debuts real-time collaborative customer journey map</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <div id="attachment_250035" style="width: 810px" class="wp-caption alignnone"><img src="https://marketingland.com/wp-content/ml-loads/2018/10/Autopilot-Collaborate-800x450.jpg" alt="A screenshot of Autopilot&#039;s new Annotate and Collaborate feature." width="800" height="450" class="size-large wp-image-250035" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Autopilot-Collaborate-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/10/Autopilot-Collaborate-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/10/Autopilot-Collaborate-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">A screenshot of Autopilot&#8217;s new Annotate and Collaborate feature.</p></div> <p>Since customers’ choices are the key dynamic in modern marketing, the customer journey map has become the central strategic and management document.</p> <p>It depicts the marketing exposures and decisions for a given kind of customer and is used to plot alternatives, responses and followup pitches.</p> <p>To help teams work together on this essential flowchart, Sydney, Australia-based Autopilot on Tuesday updated its marketing automation platform for small-and-medium-sized businesses with what it calls a real-time collaboration feature for customer journey maps.</p> <p><strong>&#8216;Google Docs on steroids.&#8217;</strong> The capability is called <a href="https://www.autopilothq.com/features/marketing-collaboration-software">Annotate and Collaborate</a>, and CEO Michael Sharkey characterized it as “Google Docs on steroids.”</p> <p>Instead of marketing team members laying out the customer journey on a whiteboard and someone then capturing the results into a single journey, team members can work remotely on the same journey map until it is locked.</p> <p>In real-time, multiple team members can collaborate on a visual canvas &#8212; creating and moving journey steps, adding annotations or other text, attaching stickers, images and emoji. Freestyle drawing is not yet supported, but Sharkey said it will be added soon.</p> <div class="fit-embeded"><iframe width="500" height="281" src="https://www.youtube.com/embed/7S6P0Yj82q8?feature=oembed" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div> <p>He pointed out that this collaboration capability also means the sales team can provide their input, such as annotations. He notes that modern organizations are increasingly using collaborative tools in their workdays, including Slack work collaboration space, Dropbox or Google Drive to share files and Google Docs for jointly creating content, and Autopilot fits that workflow.</p> <p><strong>Managing the customer journey.</strong> The resulting customer journey can also be used to manage the different components. If a welcome email is indicated for new members, for instance, the Autopilot user can compose the email and set up the emailing from the journey map. Similarly, SMS messages can be written and sent, leads can be added to customer relationship management systems, and ad campaigns can be set up from the map.</p> <p>Interactive journeys can be shared via link, and there’s a library of typical journey templates for specific use cases. Sharkey pointed out that, since marketing team members frequently leave or join the organization, extensive annotation helps explain the reasoning behind journey steps to subsequent team members.</p> <p>But, as Autopilot points out in this cautionary video, a rampant one-upmanship could pose one danger to having so much remote access for journey building:</p> <div class="fit-embeded"><iframe width="500" height="281" src="https://www.youtube.com/embed/Ub0OHmPPSfs?feature=oembed" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div> <p><strong>Why this matters to marketers.</strong> Since customer journeys have become the central document of marketing campaigns and most teams have remote members, making journeys collaborative seems a natural fit.</p> <p>In addition to allowing participation by all marketing team members, it can also provide participation by sales team members, a big step toward lessening what is sometimes a gulf between the two departments.</p> <p>The collaborative feature, along with annotation, is also another step toward turning a customer journey map into a continuously evolving document instead of remaining a more fixed one &#8212; an important evolution since rapid feedback from the field and agile marketing techniques have become so commonplace.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">click here.</a></i></p> <p>The post <a rel="nofollow" href="https://marketingland.com/autopilot-debuts-real-time-collaborative-customer-journey-map-250012">Autopilot debuts real-time collaborative customer journey map</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Twilio to acquire SendGrid for $2 billion, expanding its developer-focused communication platform https://marketingland.com/twilio-to-acquire-sendgrid-for-2-billion-expanding-its-developer-focused-communication-platform-250005 Marketing Land urn:uuid:2ad52248-d7e3-66f8-2eb8-599cf4c411ea Tue, 16 Oct 2018 21:54:29 +0000 <p>The company says the move will bring together two developer-focused, API-based communications platforms that have worked together for years.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/twilio-to-acquire-sendgrid-for-2-billion-expanding-its-developer-focused-communication-platform-250005">Twilio to acquire SendGrid for $2 billion, expanding its developer-focused communication platform</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter wp-image-203279 size-large" src="https://martechtoday.com/wp-content/uploads/2018/08/emails-fly-II_ml97hw-800x450.png" alt="" width="800" height="450" /> <p>Publicly-traded cloud communications platform Twilio <a href="https://www.twilio.com/blog/author/jeff-lawson">said</a> it will acquire Denver-based interactive email provider SendGrid in an all stock deal valued at roughly $2 billion.</p> <p>The acquisition adds email to the other communications channels that Twilio&#8217;s API already supports, such as voice, SMS, chat and messaging apps.</p> <p>SendGrid has &#8220;taken the same developer-first approach as we have &#8212; building a great API, reducing friction to getting started, focusing on trust and quality and showing developers what&#8217;s possible with the power of code,&#8221; Twilio CEO Jeff Larson said. SendGrid went public in November 2017.</p> <p>Twilio is making a huge investment in SendGrid, paying more than its market value as of Monday of $1.43 billion. Since the announcement, Twilio&#8217;s stock has dropped 2.68 points; SendGrid was down 1.73 at press time.</p> <h2>Why you should care</h2> <p>Customers are increasingly demanding a single point of access, or a unified platform, for their marketing tools. Larson says that this move will provide Twilio customers with a single platform through which to access all of their communication tactics.</p> <p class="">&#8220;Joining Twilio will allow us to accelerate our journey toward a shared vision of offering one trusted platform to fuel the future of customer communications,&#8221; SendGrid CEO Sameer Dholakia said in a <a href="https://www.sec.gov/Archives/edgar/data/1477425/000110465918062152/a18-36735_3425.htm">letter to employees</a> filed with the SEC. &#8220;Today&#8217;s announcement will enhance our brand among developers, give us immediate scale, and expand opportunities to cross sell and invest.&#8221;</p> <p>This is the second email acquisition announced within a week. Last week, Salesforce <a href="https://www.marketingdive.com/news/report-salesforce-acquires-interactive-email-startup-rebel/539049/">bought interactive email services startup Rebel</a> to add to its Marketing Cloud.</p> <h2>More on the acquisition</h2> <ul> <li>Dholakia said he will stay in his role</li> <li>SendGrid will be an autonomous division of Twilio</li> <li>Twilio expects the transaction to formally close in the first half of 2019.</li> </ul> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">click here.</a></i></p> <p>The post <a rel="nofollow" href="https://marketingland.com/twilio-to-acquire-sendgrid-for-2-billion-expanding-its-developer-focused-communication-platform-250005">Twilio to acquire SendGrid for $2 billion, expanding its developer-focused communication platform</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google Maps Adds Locations of Electric Vehicle Charging Stations by @MattGSouthern http://tracking.feedpress.it/link/13962/10582480 Search Engine Journal urn:uuid:7629daaa-f450-629b-aa8b-121bf5020e11 Tue, 16 Oct 2018 21:22:22 +0000 <p>Google Maps has begun highlighting the locations of charging stations for electric vehicles.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-maps-adds-locations-of-electric-vehicle-charging-stations/274203/">Google Maps Adds Locations of Electric Vehicle Charging Stations by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10582480.gif" height="1" width="1"/> Google Makes it Easier to Target YouTube Ads to Users on Connected TVs by @MattGSouthern http://tracking.feedpress.it/link/13962/10582015 Search Engine Journal urn:uuid:56b8c144-34a3-2f61-5e8f-36ff88a18a9d Tue, 16 Oct 2018 20:09:20 +0000 <p>Google is introducing a new TV screens device type for video, allowing advertisers to target YouTube viewers on connected TVs.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-makes-it-easier-to-target-youtube-ads-to-users-on-connected-tvs/274197/">Google Makes it Easier to Target YouTube Ads to Users on Connected TVs by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10582015.gif" height="1" width="1"/> Marketing Day: Facebook TV, YouTube ad metrics, native ad tests https://marketingland.com/marketing-day-facebook-tv-youtube-ad-metrics-native-ad-tests-250027 Marketing Land urn:uuid:60a2afe7-24a9-27ad-92b1-c6930047d884 Tue, 16 Oct 2018 20:00:40 +0000 <p>Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-facebook-tv-youtube-ad-metrics-native-ad-tests-250027">Marketing Day: Facebook TV, YouTube ad metrics, native ad tests</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-149669" src="http://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a title="The Open Marketing Cloud: A no-BS demo of Mautic’s marketing automation platform" href="https://marketingland.com/the-open-marketing-cloud-a-no-bs-demo-of-mautics-marketing-automation-platform-2-250016">The Open Marketing Cloud: A no-BS demo of Mautic’s marketing automation platform</a></strong><br /> <!-- byline -->Oct 16, 2018 by Digital Marketing Depot<!-- end byline --><br /> Are you unhappy with your experience or results using one of the legacy marketing automation products? Does your marketing tool or process limit your ability to take action on all of your valuable customer data?<!--end ml posts--></li> <li><strong><a title="Facebook: Coming to a TV near you?" href="https://marketingland.com/facebook-coming-to-a-tv-near-you-249994">Facebook: Coming to a TV near you?</a></strong><br /> <!-- byline -->Oct 16, 2018 by Amy Gesenhues<!-- end byline --><br /> The company is rumored to be working on a device under the name Project Ripley to launch next spring.<!--end ml posts--></li> <li><strong><a title="Video Advertising Bureau: Brands should avoid influencer, UGC channels on YouTube" href="https://marketingland.com/video-advertising-bureau-brands-should-avoid-influencer-ugc-channels-on-youtube-249945">Video Advertising Bureau: Brands should avoid influencer, UGC channels on YouTube</a></strong><br /> <!-- byline -->Oct 16, 2018 by Greg Sterling<!-- end byline --><br /> Trade group argues advertising against professionally produced content is the only way to avoid brand safety risks.<!--end ml posts--></li> <li><strong><a title="Sales and marketing: Decision makers say you’re sending mixed messages" href="https://marketingland.com/sales-and-marketing-decision-makers-say-youre-sending-mixed-messages-249951">Sales and marketing: Decision makers say you’re sending mixed messages</a></strong><br /> <!-- byline -->Oct 16, 2018 by Robin Kurzer<!-- end byline --><br /> A LinkedIn study says that the silos between sales and marketing — and the use of different data tools between them — can leave a gap in messaging to potential buyers.<!--end ml posts--></li> <li><strong><a title="YouTube now counts ‘engagement’ for YouTube for action ads at 10 seconds, not 30" href="https://marketingland.com/youtube-now-counts-engagement-for-youtube-for-action-ads-at-10-seconds-not-30-249928">YouTube now counts ‘engagement’ for YouTube for action ads at 10 seconds, not 30</a></strong><br /> <!-- byline -->Oct 16, 2018 by Ginny Marvin<!-- end byline --><br /> Google says the new attribution will better reflect the role of video in the customer journey.<!--end ml posts--></li> <li><strong><a title="Braze launches an app ecosystem with more than 45 integrations" href="https://marketingland.com/braze-launches-an-app-ecosystem-with-more-than-45-integrations-249933">Braze launches an app ecosystem with more than 45 integrations</a></strong><br /> <!-- byline -->Oct 15, 2018 by Barry Levine<!-- end byline --><br /> Called Braze Alloys, it’s one more step by this former mobile marketing platform (when it was known as Appboy) toward expanding its channel and functional reach.<!--end ml posts--></li> <li><strong><a title="Semcasting unveils ‘first self-serve deterministic attribution platform’" href="https://marketingland.com/semcasting-unveils-self-serve-deterministic-attribution-platform-249925">Semcasting unveils ‘first self-serve deterministic attribution platform’</a></strong><br /> <!-- byline -->Oct 15, 2018 by Barry Levine<!-- end byline --><br /> Employing IP and street addresses, the platform makes available the process that Semcasting had been providing as a professional service.<!--end ml posts--></li> <li><strong><a title="Native ad test in Google Discover feeds gets a new look" href="https://marketingland.com/native-ad-test-in-google-discover-feeds-gets-a-new-look-249883">Native ad test in Google Discover feeds gets a new look</a></strong><br /> <!-- byline -->Oct 15, 2018 by Ginny Marvin<!-- end byline --><br /> The ads reflect the new design of Google Discover, previously known as Google Feed.<!--end ml posts--></li> <li><strong><a title="Last call! Secure your seat at SMX East now" href="https://marketingland.com/last-call-secure-your-seat-at-smx-east-now-249921">Last call! Secure your seat at SMX East now</a></strong><br /> <!-- byline -->Oct 15, 2018 by Marketing Land<!-- end byline --><br /> Actionable SEO and SEM tactics that deliver amazing results: That’s what you’ll get by joining us next week for SMX® East, October 24-25 in New York City. Grab your All Access pass by October 23 and save $100 off on-site rates.<!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="Autopilot debuts real-time collaborative customer journey map" href="https://martechtoday.com/autopilot-debuts-real-time-collaborative-customer-journey-map-226667">Autopilot debuts real-time collaborative customer journey map</a></strong><br /> <!-- byline -->Oct 16, 2018 by Barry Levine<!-- end byline --><br /> The Google Docs-like feature lets remote users work in real-time on a customer journey map, as well as add annotations or manage campaign functions.<!--end ml posts--></li> <li><strong><a title="Twilio to acquire SendGrid for $2 billion, expanding its developer-focused communication platform" href="https://martechtoday.com/twilio-to-acquire-sendgrid-for-2-billion-expanding-its-developer-focused-communication-platform-226657">Twilio to acquire SendGrid for $2 billion, expanding its developer-focused communication platform</a></strong><br /> <!-- byline -->Oct 16, 2018 by Robin Kurzer<!-- end byline --><br /> The company says the move will bring together two developer-focused, API-based communications platforms that have worked together for years.<!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="https://movableink.com/blog/3-reasons-why-now-is-the-time-to-bring-your-martech-stack-into-the-visual-era/">3 Reasons Why Now is the Time to Bring Your Martech Stack Into the Visual Era</a>, Movable Ink Blog</li> <li><a href="https://newsroom.fb.com/news/2018/10/increasing-transparency-uk/">Increasing Transparency for Ads Related to Politics in the UK</a>, Facebook Newsroom</li> <li><a href="https://www.recode.net/2018/10/16/17966102/facebook-portal-ad-targeting-data-collection">It turns out that Facebook could in fact use data collected from its Portal in-home video device to target you with ads</a>, Recode</li> <li><a href="https://techcrunch.com/2018/10/15/sneaky-subscriptions-are-plaguing-the-app-store/">Sneaky subscriptions are plaguing the App Store</a>, TechCrunch</li> <li><a href="https://contentmarketinginstitute.com/2018/10/new-rules-video-marketing/">The 5 New Rules of Video Marketing Success</a>, Content Marketing Institute</li> <li><a href="https://blog.aweber.com/email-marketing/this-email-split-test-increased-website-traffic-by-83.htm">This Subject Line Split Test Increased Website Traffic by 83%</a>, AWeber</li> <li><a href="https://www.cmswire.com/digital-marketing/what-every-cmo-needs-to-know-about-the-marketing-technology-stack/">What Every CMO Needs to Know About the Marketing Technology Stack</a>, CMS Wire</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-facebook-tv-youtube-ad-metrics-native-ad-tests-250027">Marketing Day: Facebook TV, YouTube ad metrics, native ad tests</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> The Open Marketing Cloud: A no-BS demo of Mautic’s marketing automation platform https://marketingland.com/the-open-marketing-cloud-a-no-bs-demo-of-mautics-marketing-automation-platform-2-250016 Marketing Land urn:uuid:be879453-98c0-9047-098f-affe20274c79 Tue, 16 Oct 2018 19:03:07 +0000 <p>Are you unhappy with your experience or results using one of the legacy marketing automation products? Does your marketing tool or process limit your ability to take action on all of your valuable customer data? Are you struggling to integrate all the different marketing tools you’ve licensed along with the proprietary systems your company has [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/the-open-marketing-cloud-a-no-bs-demo-of-mautics-marketing-automation-platform-2-250016">The Open Marketing Cloud: A no-BS demo of Mautic’s marketing automation platform</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><a href="https://event.on24.com/wcc/r/1842718/BA6CDD342E39A00C2F0A7486320CD105?partnerref=mlsitepost2"><img class="alignnone size-large wp-image-215458" src="https://marketingland.com/wp-content/ml-loads/2017/05/webinar-527478724-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/05/webinar-527478724-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/05/webinar-527478724-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/05/webinar-527478724-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></a>Are you unhappy with your experience or results using one of the legacy marketing automation products? Does your marketing tool or process limit your ability to take action on all of your valuable customer data? Are you struggling to integrate all the different marketing tools you’ve licensed along with the proprietary systems your company has built?</p> <p>If you’ve answered ‘yes’ to any – or all – of these questions, join us to learn more about The Open Marketing Cloud, Mautic’s fully-featured marketing automation platform. Skip the introductory sales calls and join this live demo delivered by Mautic’s VP of Marketing, Katie Staveley.</p> <p>Who is this webinar for?​​​​​</p> <ul> <li>MarTech buyers and users actively evaluating marketing automation solutions.</li> <li>Anyone who is unhappy with their current marketing automation platform.</li> <li>Anyone who is using an email point solution wondering where they go from here.</li> </ul> <p>Or maybe “Open Marketing” has piqued your curiosity and now you’re interested to see if there are actual advantages&#8211; and not just marketing hype.</p> <p>Register today for &#8220;<a href="https://event.on24.com/wcc/r/1842718/BA6CDD342E39A00C2F0A7486320CD105?partnerref=mlsitepost2" rel="nofollow">The Open Marketing Cloud: A No-BS Demonstration of Mautic’s Marketing Automation Platform,</a>&#8221; produced by Digital Marketing Depot and sponsored by Mautic.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/the-open-marketing-cloud-a-no-bs-demo-of-mautics-marketing-automation-platform-2-250016">The Open Marketing Cloud: A no-BS demo of Mautic’s marketing automation platform</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook: Coming to a TV near you? https://marketingland.com/facebook-coming-to-a-tv-near-you-249994 Marketing Land urn:uuid:5b650d08-73c9-2740-e6ef-2ce29ff20941 Tue, 16 Oct 2018 18:58:20 +0000 <p>The company is rumored to be working on a device under the name Project Ripley to launch next spring.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-coming-to-a-tv-near-you-249994">Facebook: Coming to a TV near you?</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-94125" src="https://marketingland.com/wp-content/ml-loads/2014/08/facebook-tv-video-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2014/08/facebook-tv-video-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2014/08/facebook-tv-video-ss-1920-600x337.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Facebook is rumored to be working on a connected TV device under the project name Ripley, reports <a href="https://cheddar.com/videos/facebook-plans-camera-tv-device-project-ripley">Cheddar.com</a>. The hardware, which includes a camera, is reported to work similar to Roku or Amazon&#8217;s Fire Stick, and could potentially stream video content sourced from Facebook Watch.</p> <p>According to the report, device will include a camera and connect to a user&#8217;s television, turning the TV into a monitor for video calls as content streaming, including content sourced from Facebook&#8217;s video hub, Watch.</p> <h2>Why marketers should care</h2> <p>As Facebook gears up to launch the device &#8212; reportedly coming in Spring 2019 &#8212; marketers could soon have living room distribution for their <a href="https://marketingland.com/facebook-extends-video-ad-breaks-to-21-more-countries-248761">Facebook video ad campaigns</a>.</p> <p>By entering the connected TV device market, Facebook is going up against a well-established line up of competitors &#8212; Apple, Google, Roku and Amazon to name a few. But, with its current <a href="https://marketingland.com/facebook-targets-ads-with-data-users-didnt-share-with-the-platform-249136">ad-targeting capabilities</a>, Facebook could prove to be a major player in the space if its able to secure the right programming and content.</p> <p>Whether consumers will want such a device from Facebook is another question. Last week, Facebook announced the <a href="https://marketingland.com/what-marketers-are-saying-about-facebooks-new-portal-video-chat-devices-249595">Portal</a> devices for video chats that uses AI to react to callers’ movements, automatically zooming in and out on the callers while adjusting sound levels.</p> <h2>More on the news</h2> <ul> <li>Facebook has long had its sights set on original video programming. More than two years ago, it <a href="https://marketingland.com/facebook-debuts-watch-home-original-shows-221513">launched Watch</a>, Facebook&#8217;s video portal designed to be a home for original programming. Since Watch&#8217;s inception, Facebook has continued to build out the platform for everyone from <a href="https://marketingland.com/facebook-opens-up-watch-to-creators-adds-video-features-to-take-on-youtube-242681">creators</a> and <a href="https://marketingland.com/facebook-opens-up-video-ad-opportunities-to-more-creators-as-it-takes-watch-global-247149">advertisers</a> to <a href="https://marketingland.com/facebook-will-create-section-hard-news-video-within-watch-234371">news organizations</a> as well.</li> <li>The device could enable Facebook to monitor what users are watching when they&#8217;re not scrolling through their Facebook feeds &#8212; and target ads accordingly.</li> <li>Facebook declined to comment to Cheddar.com on the rumored project Ripley. Marketing Land also reached out to Facebook for comment on possible advertising opportunities via the connected TV device it was building, but has not received a response.</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-coming-to-a-tv-near-you-249994">Facebook: Coming to a TV near you?</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google Releases New Version of Shopping Insights for Researching Popular Brands and Products by @MattGSouthern http://tracking.feedpress.it/link/13962/10581674 Search Engine Journal urn:uuid:beb36448-3dc5-35e4-fbba-07f4635a2abd Tue, 16 Oct 2018 18:56:57 +0000 <p>Google has released a new version of Shopping Insights designed to help advertisers uncover information about popular brands and products.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-releases-new-version-of-shopping-insights-for-researching-popular-brands-and-products/274191/">Google Releases New Version of Shopping Insights for Researching Popular Brands and Products by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/10581674.gif" height="1" width="1"/> Video Advertising Bureau: Brands should avoid influencer, UGC channels on YouTube https://marketingland.com/video-advertising-bureau-brands-should-avoid-influencer-ugc-channels-on-youtube-249945 Marketing Land urn:uuid:682bf4c4-535d-c35e-5dfd-6fa95071029b Tue, 16 Oct 2018 15:36:23 +0000 <p>Trade group argues advertising against professionally produced content is the only way to avoid brand safety risks. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/video-advertising-bureau-brands-should-avoid-influencer-ugc-channels-on-youtube-249945">Video Advertising Bureau: Brands should avoid influencer, UGC channels on YouTube</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-246875" src="https://marketingland.com/wp-content/ml-loads/2018/08/video-tv2-ss-1920_hpmp2o-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/08/video-tv2-ss-1920_hpmp2o-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/08/video-tv2-ss-1920_hpmp2o-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/08/video-tv2-ss-1920_hpmp2o-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>In a new <a href="https://www.thevab.com/risky-business/">report</a> entitled &#8220;Risky Business: Exploring Brand Safety on YouTube,&#8221; the Video Advertising Bureau (VAB) asserts that brand safety is elusive if not impossible on most of its channels. The report argues that marketers should advertise on professionally produced content channels and avoid UGC and even YouTube premium content channels altogether.</p> <p><strong>Brand safety is a growing concern online.</strong> Brand safety <a href="https://money.cnn.com/2018/04/19/technology/youtube-ads-extreme-content-investigation/index.html">problems</a> on YouTube are well documented. The report catalogs many of them. It points out that because &#8220;400 hours of video are uploaded to its platform every minute, it may just be too cumbersome at this point for YouTube to control the influx of content and comments and to guarantee a brand-safe environment to advertisers.&#8221;</p> <p>VAB says that of the 50 million channels on YouTube, slightly more than 17,000 are monitored for the comScore YouTube Partners Report. The overwhelming majority of YouTube channels feature user-generated content and therefore present potential brand safety risks according to VAB.</p> <img class="aligncenter size-large wp-image-249967" src="https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-16-at-8.05.47-AM-775x600.png" alt="" width="775" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-16-at-8.05.47-AM-775x600.png 775w, https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-16-at-8.05.47-AM-517x400.png 517w, https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-16-at-8.05.47-AM-768x595.png 768w, https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-16-at-8.05.47-AM.png 1488w" sizes="(max-width: 775px) 100vw, 775px" /> <p>The report also critiques YouTube inventory available through the Google Preferred program as lacking transparency. Beyond this, the top YouTube influencer channels feature varying levels of brand safety.</p> <p>In the above chart, based on third party (not VAB) data, the top YouTube influencers are ranked according the appearance of unsafe content, which includes themes or images such as &#8220;weapons, drugs, violence, scandals, profanity, negativity or hate speech.&#8221; VAB says that unsafe content sees lower engagement rates that more &#8220;brand-suitable&#8221; content.</p> <p>The challenge for brands, according to VAB, is that to achieve scale on YouTube many brands need to advertise on thousands of channels, which exposes them to potentially unsafe content.</p> <p><strong>Pro content or no content.</strong> The ultimate recommendation of the report &#8212; although it doesn&#8217;t empirically address the scale question &#8212; is to advertise exclusively on professionally produced TV and film content appearing on YouTube. VAB says this content is among the most viral and engaging on YouTube and has significant reach.</p> <img class="aligncenter size-large wp-image-249977" src="https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-16-at-10.02.35-AM-800x504.png" alt="" width="800" height="504" srcset="https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-16-at-10.02.35-AM-800x504.png 800w, https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-16-at-10.02.35-AM-600x378.png 600w, https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-16-at-10.02.35-AM-768x484.png 768w, https://marketingland.com/wp-content/ml-loads/2018/10/Screen-Shot-2018-10-16-at-10.02.35-AM.png 1390w" sizes="(max-width: 800px) 100vw, 800px" /> <p>YouTube CEO Susan Wojcicki <a href="https://variety.com/2018/digital/news/youtube-ceo-susan-wojcicki-despite-its-problems-youtube-is-growing-up-1202980931/">was asked</a> about brand safety and fake news on YouTube at a conference in San Francisco on Monday. She said that YouTube was working hard to address these problems and would be adding additional fact-checking capabilities, but wasn&#8217;t going to get into the business of &#8220;editorializing videos.&#8221;</p> <p><strong>Why it matters to marketers.</strong> It may be self-explanatory, but brands that become associated with &#8220;unsafe content&#8221; may see negative consumer reactions. The report cites previous survey data to show:</p> <ul> <li>36 percent (of consumers) think an ad is an endorsement by the brand</li> <li>37 percent change how they think of brands that run alongside offensive content when making a decision to buy</li> <li>20 percent will boycott, be vocal, or raise issues about brands that run adjacent to offensive content</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/video-advertising-bureau-brands-should-avoid-influencer-ugc-channels-on-youtube-249945">Video Advertising Bureau: Brands should avoid influencer, UGC channels on YouTube</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p>