,Intro to Pinterest ads: From setup to success story
While Pinterest has been around since 2010, it still is a vastly underutilized advertising channel for many brands. While the wedding and food industry have been naturally thriving on Pinterest, you may be surprised that you can find success using Pinterest Ads even if your brand resides outside of those two categories.
Pinterest users are on the lookout for ideas, inspiration and, indirectly, your relevantly targeted products and services that can help improve their lives. Expand your business efforts into Pinterest and discover advertising opportunities that can result in a positive return.
Facebook faces more scrutiny, this time for sharing user data with device makers
Facebook is under fire once again for mishandling user data, this time charged with sharing information with at least 60 device makers, including Amazon, Apple, Blackberry, HTC, Microsoft and Samsung.
From the Times story:
Facebook allowed the device companies access to the data of users’ friends without their explicit consent, even after declaring that it would no longer share such information with outsiders. Some device makers could retrieve personal information even from users’ friends who believed they had barred any sharing.
The Times says Facebook built private APIs for device makers through 2014, sharing user data with “… tens of millions of mobile devices, game consoles, televisions, and other systems outside Facebook’s direct control.” Such access to user data conflicts with the Federal Trade Commission’s 2011 decree that disallowed Facebook from sharing user information without their consent.
Apple’s WWDC 2018 keynote: An overview of the announcements
Earlier today Apple wrapped its WWDC 2018 developer keynote, with a long list of announcements. Apple has four platforms, iOS, MacOS, Apple TV and WatchOS. Each one saw new upgrades or features.
We’ll have “what it means” stories about several of the announcements later and tomorrow, but the following is a summary overview of everything that was presented from the stage.
New iOS 12 features
Augmented reality: Apple announced ARKit 2 and USDZ, available to developers now and in the fall for all users. USDZ is a new open file format designed to make AR more widely available and easy to integrate. The company also demonstrated a new app called “Measure,” which, as the name suggests, measures objects with the iPhone camera. Another feature called “Quick Look for AR,” lets iPhone owners put virtual objects into physical spaces (think: interior design) using the camera.
There’s also support for multi-user AR experiences and gaming. These features together help support Apple’s vision for “persistent AR,” which the company hopes will make its way into more app experiences on iOS.
SMX® Advanced is coming to Seattle in just a few days, and we hope to see you there! There are fewer than 25 All Access passes left, and they’re going fast. Grab yours now and join the largest gathering of elite search marketers June 11-13 for actionable tactics, in-depth learning and exceptional networking.
SMX Advanced is the ultimate experience for SEOs and SEMs:
Breaking keynote alert!
We are thrilled to announce that Google Software Engineer Raghu Simha and Google Web Performance Engineer Ilya Grigorik are joining our expert lineup as the SEO keynote speakers.
How to Manage Social Media Without it Taking Up All Your Time
Ok, we all know that social media marketing is, like, totally awesome. It can boost your business' exposure, traffic, yada, yada, yada. Some even say web marketing can't survive without it . But in all of its awesomeness, there is one caveat about social media marketing: It takes time.
Sorry, I can't magically take away all of your social media marketing duties. But I do have some tips to speed the process along.
How to Use Search Intent to Fuel Social Advertising
One of the best things about digital marketing is that there's always something new to test. Lately, our team has been sharing knowledge and looking for new ways to approach the market with social advertising tactics, and we've come across an exciting concept which we call “Search Intent Social Advertising”. When you combine the search intent-based data that's available in Google Analytics with the granular targeting of social advertising, you have a campaign structure with a lot of potential.
In this post, I'll break down exactly what Search Intent Social Advertising is, and how you can plan a campaign using it. Now, I am NOT a search engine optimization wiz, however, the logic of this process is undeniable. We have to stop marketing in silos, and use every piece of information we have available.
Pinterest is Growing Faster than Twitter and Snapchat, and Offers Significant Opportunities
Pinterest may not be growing at the rate the company had once anticipated, but the platform is expanding, with new data showing that the app is now closing in on 250 million monthly active users, up from the 200 million it reported back in September.
That growth rate means the platform’s gaining momentum – it took Pinterest 6 months to go from 150m to 175m users, and 5 months to reach their next milestone of 200m users. Adding another 50 million since September means the platform is now gaining 25m new users every four months, on average – so again, a marginally faster growth rate.
Of course, Pinterest’s 250m total is still well behind Facebook, Instagram and Twitter, but the growth rate is relevant to note, particularly given the platform’s evolving focus on eCommerce, shifting away from being a social network, as such.
Targeting shopping opportunities has lead to Pinterest becoming a better platform for driving purchase intent – according to Pinterest’s data, 90% of weekly Pinners use the app to make purchase decisions, while 78% of Pinners say content from brands on the platform is helpful.
Despite recent events, people still positive about internet’s impact on society
Despite the chaos and fallout of the past two years, the vast majority of Americans still believe the internet is a positive thing in their lives. That’s according to a recent Pew Research Center survey conducted in January.
The survey found that 88 percent of US adults believe the internet has been mostly positive for them personally. However, when asked if the internet is good for society as a whole, the numbers are somewhat lower. About 70 percent believe that the internet remains a positive thing for society.
That nets out at 30 percent who say the internet is a mixed blessing or bad for society.
The decline in positive sentiment is sharpest among those over 65, whose positive perceptions have declined 14 percent (from 78 percent to 64 percent) since 2014. The views of those under 30 have been more stable, with only a five-point decline since 2014.
The new US midterm election labels will be displayed on a candidate’s Twitter profile page and include campaign details such as the office the candidate is running for, the state location for the office and the district number, as well as a “clearly identifiable” small icon of a government building.
In addition to being displayed on the candidate’s profile page, labels will also show up alongside tweets sent or retweeted by the account — including tweets that have been embedded on other sites outside of Twitter.
It’s not the wave you’re expecting that knocks you down when you’re body surfing in the ocean. It’s the waves you didn’t expect, behind that first wave.
It’s the same with Unintended Consequences. And, given its complexity and scope, it’s likely that the General Data Protection Regulation (GDPR) — whose implementation begins today — will have plenty of those.
To sketch out the range of possibilities that haven’t been in the top predictions, we collected thoughts from a wide range of practitioners:
Millions of advertisers spend millions of dollars every day to get their ads to appear in the search results. With so many features and capabilities available in Google AdWords, Bing Ads and Yahoo Gemini, getting (and staying) up to speed with paid search can be a challenge. That can mean a lot of frustration and wasted money.
Our comprehensive Guide to PPC (pay-per-click) covers the fundamentals (how the AdWords ad auction works, how to set up an account and what to consider before launching a campaign) to more advanced aspects, such as ads automation. Whether you’re getting ready to start running campaigns yourself or want a foundation to be able to ask your in-house team or agency better questions about your company’s paid search efforts, this guide is designed to help you gain a solid understanding of PPC and a fluency in paid search terminology.
WFA demands that advertisers take actions that promote ‘a better marketing ecosystem’
The World Federation of Advertisers (WFA) released on Thursday a Global Media Charter aimed at advertisers that will “create the conditions for a marketing ecosystem that works better for brands and consumers.” The charter follows a data manifesto issued by the organization earlier this year. Last year, programmatic advertising […]
Twitter is changing how conversations happen based on user behavior and conduct
In its latest attempt to improve the health of its platform, Twitter says it will be modifying the way conversations happen based on the behavior and conduct of users versus the actual content of their tweets.
The site will now use thousands of behavior signals when filtering search, replies and algorithmic recommendations, pushing tweets from offending users farther down the timeline, reports BuzzFeed.
Behavior signals that could result in content getting demoted include: users who tweet at a large number of accounts they don’t follow; the frequency a user has been blocked by people they interact with; if a user has created many accounts using a single IP address; and if an account is closely related to accounts that have violated Twitter’s terms of service.
The good news is that we have the ability to measure everything. The bad news is that we have the ability to measure everything.
Whether it’s information flowing from your website analytics tool or from your customer relationship management (CRM) system, there’s more data at our disposal than ever before. But while having access to a wide set of data is a good thing, it’s also created a big challenge for ABM marketers: How do we navigate all these data sources and effectively measure the success of our efforts?
Fortunately, given the advent of new technologies and resources, approaching ABM measurement has gotten much easier. As you start to think about your own strategy, here are three key steps to guide your efforts.
No matter how far you’ve come in your content marketing career – and how much you continue to progress – there are always a few things you wish you were better at, understood more deeply, or had known about earlier. On my career path, I traveled from print journalism […]
How to Face 3 Fundamental Challenges Standing Between SEOs and Clients/Bosses
Every other year, the good people at Moz conduct a survey with one goal in mind: understand what we (SEOs) want to read more of. If you haven’t seen the results from 2017, you can view them here. The results contain many great questions, challenges, and roadblocks that SEOs face today. As I was reading the 2017 Moz Blog readership survey, a common thread stood out to me: there are disconnects on fundamental topics between SEOs and clients and/or bosses. Since I work at an agency, I’ll use “client” through the rest of this article; if you work in-house, replace that with “boss.”
About six years ago, our industry was subjected to yet another buzzword: omnichannel. Specific to marketing, the term caused more confusion than clarity. What did, and does, it really mean? No one really knew or knows. But of course, everyone threw the term around anyway. The way I saw it, omnichannel was a way to look at marketing spend across multiple channels like digital, outdoor, TV, in-store, print, radio and more, with the ability to fine-tune budgeting across all of them to make it more effective and efficient. Of course, measuring all of that proved to be very difficult beyond a dashboard of spend.
In Q1 and Q2 of 2017, Merkle (my employer) reported on a positive trend for advertisers that showed a decline in brand cost per click (CPC) year over year. The CPC of brand terms is often determined by Google’s algorithm as opposed to the competitive landscape, so brands are often left to Google’s mercy in determining the price paid for this traffic. In the case of the mid-2017 decline, it seems advertisers were benefiting from Google’s May ad rank change, which appeared to reduce first-page and top-of-page minimum bids in the search results. However, despite a continued decline in minimum bid estimates, brand CPC rebounded sharply in Q4.
YouTube sees 80% lift in people watching sports highlight videos during the last year
In advance of this weekend’s Super Bowl LII game, YouTube has pulled together data around how people are watching — and searching for — sports-related video content on the site, and a few of the growth stats are quite remarkable. There has been a 90 percent increase in searches for “football highlight” videos during the past year, YouTube reports. The company says that in addition to the rise in search activity, watch-time of sports highlight videos skyrocketed 80 percent between 2016 and 2017.
MarTech All Access passes are here. Snatch yours up now & save $500!
MarTech® is the conference for executives and senior practitioners at the intersection of marketing, technology and management. Join us April 23-25 in San Jose. You’ll walk away with the insights, intelligence and strategies needed to drive digital transformation and improve customer experiences. Buy your All Access pass now to […]
Instagram triples length of Story ads with carousel format
Instagram is looking to make the ads in its Stories feed better equipped for brands to tell stories. Instagram is rolling out a version of its Story ads that can include three consecutive photos or videos instead of the standard one, the Facebook-owned photo-and-video app announced on Thursday. Instagram is testing the expanded format with 12 brands, including California Pizza Kitchen, Netflix and Paramount, and will also open up the new format, which it’s calling “carousel ads for Instagram Stories,” to brands buying ads through automated ad-buying firms in the Facebook Marketing Partners program. The company does not yet have a timeline for when it will become available to self-serve advertisers, said Instagram’s director of product marketing Susan Rose.
By tripling the number of posts in a Story ad, Instagram is enabling brands to get more creative with their campaigns and removing the pressure to squeeze everything into one 15-second video, as has been the case since Instagram introduced Story ads last year. For example, a clothing brand could begin their ad with a video of someone wearing an outfit, followed by a close-up photo of a particular garment and finish up with a post that links to the brand’s e-commerce site so a person can swipe up on the ad to buy it. Or a brand could simply use the format to stitch together three 15-second videos into a single, albeit segmented, 45-second spot. And now that brands can create multiple posts in a Story ad in the same way that people can include multiple posts in an organic Story, advertisers can adopt trends popularized by non-advertisers, such as including multiple posts that people can tap through to create a flipbook effect.
Do you want more business from your blog posts? Looking for tips to qualify leads more effectively? In this article, you’ll discover how to warm up and convert prospects by turning blog posts into a three-part video funnel.
Simon Sinek famously stated, “People do business with people.”
Building Awareness, Engagement, and Conversion
Trust is built upon knowing the people behind a product or service, meaning you increase the chance that cold prospects will become customers by getting to know them and letting them get to know you in return. A blog can play an integral role in building that relationship. That said, simply publishing blog posts isn’t enough. You need to build on the impact of your blog posts by using each one to support a sales funnel. For example, I repurpose blog posts into videos I promote as part of a larger, structured funnel that I use to begin relationships and generate conversions.
How to Set Your Content Free for a Mobile, Voice, Ready-for-Anything Future
Do you tune out when people talk about structured content? The conversations can get stunningly abstract. Stodgy even. And the way some people talk about structured content, it can come off as a miracle cure: Lower costs! Happier audiences! Efficiency! Accuracy! Consistency! Set your content free! Hard to picture? Sound too good to be true?
Having worked with structured content as a technical writer (creating user manuals for medical devices), I’m here to tell you this approach can deliver on its promises. Yes, you must update your processes. Yes, you must determine what kind of structure makes sense for your content and your customers. Yes, you may need a new CMS and maybe even new team members. And yes, you may look back and declare all those changes worth making. In her Content Marketing World talk, Structuring Content for Dynamic Storytelling, content strategist Carrie Hane details what it means to set your content free by structuring it – and why marketers should care. In this post, I share some of her insights.
How to Drive Traffic With Your Facebook Cover Photo
Want to drive Facebook traffic to your website without using ads? Wondering how your Facebook cover image can help? In this article, you’ll discover how to use your Facebook cover image to generate clicks that convert into leads. One frustration for businesses on Facebook is that they invest lots of time and resources into building a fan base, and then the algorithm takes over. According to a Locowise study from October 2017, less than 9% of fans actually see what pages post organically.
And with the Facebook Zero announcement that friends and family content will be favored over public (page) posts, businesses will likely see even less organic reach now, particularly those with content that doesn’t spark engagement. Pages will need to turn to paid ads for visibility in the feed. But what if there was another way to get more value from your existing Facebook fan base? Your cover photo can help you capture your fans’ email addresses so you have an additional platform with more control over to communicate with them. Here’s how.
How to Get Listeners to Push Play on Your Podcast [Examples From Boss Brands]
For a growing number of brands, the story of standout content marketing success in 2018 might just sound like a podcast.
Though podcasting certainly isn’t a new medium, it has come into its own as a content platform over the last few years. With the success of high-profile series like Serial and S-Town, highly successful podcast networks like Wondery and Gimlet, and the growing legitimization of audio content as a vehicle for high-caliber performers and other creative talent, consistent audio storytelling can offer businesses the chance to win massive audience attention for their brand messages – and do so in a way that many feel to be less “markety” than other scripted content formats. Just how large an opportunity could podcasting represent for marketers? Consider these findings on its engagement benefits from Edison Research’s 2017 Podcast Consumers report:
Scandal at Uber, the backlash against Facebook, smartphone addiction: west coast editor Merope Mills shares the Guardian stories that captured the mood
The utopian dream of Silicon Valley is no more 2017 made sure of that. Every month has brought fresh scandal to the titans of the industry, from Russian interference to sexual harassment; from Ubers never-ending woes to YouTubes advertising scandals.
Facebook and Googles coffers may be overflowing, but these companies are being held increasingly responsible for their role in a divided world, where inequality is rising and extreme points of view thrive and are even rewarded online. Here are some of the pieces that captured the mood:
Our minds can be hijacked: the tech insiders who fear a smartphone dystopia
Paul Lewis spent several months tracking down and interviewing the designers and thinkers who were at the forefront of the smartphone and social media revolution, and found many of them now regret their involvement in these hyper-addictive technologies. The resulting piece expertly questioned the role the attention economy is playing in undermining democracy itself.
If the people who built these technologies are taking such radical steps to wean themselves free, can the rest of us reasonably be expected to exercise our free will?
Not according to Tristan Harris, a 33-year-old former Google employee turned vocal critic of the tech industry. All of us are jacked into this system, he says. All of our minds can be hijacked. Our choices are not as free as we think they are.
Harris, who has been branded the closest thing Silicon Valley has to a conscience, insists that billions of people have little choice over whether they use these now ubiquitous technologies, and are largely unaware of the invisible ways in which a small number of people in Silicon Valley are shaping their lives.
Here are a few articles to get you thinking on business strategies for 2018…
Search Engine Land columnist Kevin Lee recently wrote a post about the prevalence of fake reviews, how they are damaging consumer trust and why it’s a bad move with permanent repercussions to attempt to use them yourself.
The reason for this growing problem is that online reviews have tremendous influence over the purchasing decisions of consumers, as well as the performance of brands in the search engines. Luckily, many major review sites — including Google, Amazon and Yelp — are taking steps to combat the issue.
Some of the best inspirational and engaging content comes from unexpected places. B2B and B2C brands surprise and delight their audiences with relevant, entertaining, or unique content opportunities, from Instagram to YouTube to new digital media partnerships.
IAB: First half 2017 ad revenues reach $40.1 billion, on track for $87 billion for the full year
The Interactive Advertising Bureau just released its first half 2017 digital advertising revenue report. Revenues reached a record $40.1 billion, compared with $32.7 billion a year ago. In the second quarter, they were $20.8 billion.
Is Your Marketing Ready for 2018?
After you put away the champagne flutes and flip the calendar to 2018, what will you set your sights on to take your marketing to the next level in the new year? What has 2017 taught you?
One place to look for lessons is CMI’s two conferences – Content Marketing World and Intelligent Content Conference. As I review the blog posts I’ve written this year about the talks at those conferences, I’m struck by one big takeaway: Marketers need to expand their view of their role and their sense of how they can contribute to the business.
Use as Directed: A Content Marketing Plan for Robust Business Performance
The chances that your company invests in a content marketing strategy are very high. Content Marketing Institute revealed that 89% of B2B and 86% of B2C marketers use content marketing, while the money spent on this activity ranges between 26% to 30% of an entire marketing budget.
In this post, you'll learn how to ensure that every piece of content you create drives traffic, attracts leads, and generates sales. I’ll give you ready-to-use solutions on how you can plan, execute, and measure your content promotion, so that content starts earning your business money.
Social Media Marketing can be rewarding but oh so time consuming! But this great internet offers great people and even greater resources to help you. I found a nice post this week that should make your social media marketing way way easier. Hope you enjoy.
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers, business owners, and creators discover what works with social media marketing.
In this episode, they interview Ian Cleary, the founder of RazorSocial.com, a digital agency with a popular marketing technology blog. Ian explains how specific tools can help you find and share articles, blog posts, and user-generated content.