Archive for the ‘advertising’ Category

Adwords Updates Its Interface

Tuesday, November 20th, 2012

A problem with AdWords is the millions of available keywords available. Measuring the success of those keywords is a cumbersome task and that is assuming the ‘no referrer data’ problem did not exist. It does exist outside the Google ecosystem, so it is a benefit that AdWords has now updated its interface to allow advertisers better access to keyword success rates.

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The new report, it is actually a new column within the reports, shows which keywords triggered the impression of the ad. It does not yet show which keywords triggered an ad that was not clicked on. It seems likely that AdWords will one day provide that data as well. For now though, this is a boon for the social media agency when it comes to finessing keywords and ad bidding processes.

Another update to AdWords’ interface is in impression share reporting. Search and display impressions are now shown separately and the advertiser is now able to segment the data into time of day, as well as other factors. This new data can then be directly applied into the rules governing ad groups.

Part of the reason paid searching is s productive as an investment is because of the increasing targeting ability. Google’s refinements only make that more likely. The value of social media notwithstanding, the social media agency needs to make sure it retains competency with paid search marketing.

Recovering The Data Not Provided In AdWords

Monday, October 22nd, 2012

Months ago Google announced its new secure login, which would turn much of the data social media agencies see in their AdWords campaigns into “Not Provided”. In advance of this change Google announced it would have a single digit percentage point hit on the data, however some sites are reporting as much as 40% of the data being lost. This is a significant issue because agencies spend a lot of time weighing the keywords and moving in on ideal actions. Losing any of the data about how people are coming to a website means there might be efficiencies being lost.

Carrie Hill, the dircetor of marketing at KeyRelevance, LLC, has an essay where she discovers a way to recapture some of that normally lost data. Using a series of custom filters in the AdWords dashboard, allows the social media agency to uncover the last web page the user was on before landing in a website. It is not a complete reversal of the Google change, but it does help uncover some information that would otherwise be lost.

How To Turn (Not Provided) into Useful, Actionable Data

Fake Reviews on the Internet Becoming a Problem

Friday, October 12th, 2012

That there are fake reviews is nothing new. Garner estimates that by 2014 15% of reviews online will be fake. The fake reviews are both negative and positive. The real problem is that customers see companies taking some action—FaceBook recently began removing fake accounts that were used to boost or burden brands’ reputations—and think that reviews are legitimate and sincere.

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The social media needs to do two things with this growing trend. The first action is to remain vigilant monitoring the reputations of clients. This means negative and positive reviews alike. Customers will tend to think something is amiss if there are only positive reviews. Reviews need to be legitimate. The social media agency also needs be careful with promotions offered in return for “like”s or other endorsements. If the bargain offered is too good, then customers might think the positive reviews are fraudulent, even if they are not.

The second action the social media agency can take is to spread the word about the growing numbers of fake reviews. A customer might not put much stock in the endorsement of a stranger, but the social media agency has an ability to reach that person’s actual friends. If the customer knows the person offering the endorsement, then it will carry more weight than an anonymous reviewer’s opinion. The social media agency via FaceBook and/or some other social network is in a unique place to reach out to those friends for endorsements.

Tumblr Traffic Still Aggressively Growing

Wednesday, September 19th, 2012

From July 2011 to this July Tumblr traffic on desktops has grown by 100.5%. In July the site also hosted 6.7 million smartphone visitors, which was a 51% bump over the previous five months. The misconception about Tumblr is that it is merely a fun place and that people are sent there through social networks. While it is focused on a younger and more casual crowd, that perception is changing.

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Tumblr has introduced advertising units and it is increasingly a site where a brand’s presence can help create customers. Not only is Tumblr becoming more professional, but how people are finding Tumblr locations is also changing. Over the past year search traffic referrals to Tumblr have increased 200% according to comScore. Tumblr pages for celebrities are ranking very well in searches, but some brands are also seeing as much of a bump as celebrities. The brands tend to be larger such as J Crew and Bergdorf Goodman, but it does show that search engines do pay attention and are escalating the importance given to Tumblr pages. The telling result is for The Economist magazine that has a Tumblr page earn a higher rank than its FaceBook page.

The social media agency might deem it too soon to focus on a Tumblr page for its brands, but it might just be time. The perception around the network is changing and the search engines are cooperating with this boost in prestige.

Tumblr Traffic Has Doubled In Last Year, Search Visits Up 200 Percent

iOS Mobile App Ad Inventory Valued Over Android

Friday, September 7th, 2012

MoPub is a mobile monetization platform that sells ads for publication on mobile apps. The company has released some data about the aggregate buying habits of its clients and the results are helpful for the social media agency. Almost half of the advertisers bidding on ads are bidding on ads for iPhones. The second largest group is for an Android device. Apple’s iPad comes in third. This is telling information.

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Many brands believe smartphone users are more likely to see and use mobile ads to make purchases. The social media agency that is not yet weighting its ad buys towards smartphones is possibly losing money. The other flip side to the data, however, is that ads can be rendered on the less popular auctions—iPads, iPod Touch and Android based tablets—much more cheaply and possibly with better returns if the ad is well done.

This data only reflects MoPub auctions through June. As more and more Android based tablets come available then the numbers may change. Changes in smartphones available to the public will also change the perceived willingness of Android users to use their smartphones to make purchases.

Real-Time Bidders Value iOS Mobile App Inventory over Android

Microsoft’s AdCenter Introduces Verification Ability

Thursday, September 6th, 2012

One of the concerns of advertisers is how to verify that their ads are being displayed. Bing will soon rollout a new feature that will allow verification. The new tool will show the social media agency if the ad is being shown to targeted or general audiences. The advertiser will also be able to target ads by user location from country down to state and even city levels.

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This change will help the agency by increasing the level of control exercised on the ads. This will be particularly helpful for smaller brands that do not have a presence outside of a city or two. Another interesting feature coming to AdCenter is the ability to check this Ad Preview function without logging in. This means a brand will be able to see where their ad is being placed without having to call their social media agency and having to ask it. This will increase the accountability on the agency, but that will also help smaller businesses feel more confident with their outsourcing decisions. In these lean times, it is important to boost confidence among clients so they keep returning to the agency for its needs.

Enhancements to the adCenter Ad Preview Tool

New Mobile Advertising Venture May Change It All

Thursday, August 16th, 2012

Wrapp is a new company that allows people to purchase gift cards for friends. Not only can the cards be bought for friends, but groups of friends can “pile on” to purchase large gift cards for friends. The recipient has to go to the vendor for redemption of the gift card. Wrapp takes a small percentage of the total value for its share.

Digital Marketing

The advantage to the vendor besides the value of the gift card is the free advertising that comes with each transaction. Because it is a FaceBook app, all of the transactions occur inside the newsfeeds of users. Wrapp is hoping to attract the social media company to its service because it can offer advertising, even on mobile platforms, that does not involve charging for impressions or charging for clicks. Not only do the newsfeed inserts promote advertising but the gift cards are like other gift cards. They force people to come into the stores. They often force additional point of sales purchases and there is a likelihood that some of stored value becomes unused, which is added value to the vendor.

FaceBook has purchased a startup, Karma, which offers a similar service. As of yet, however, FaceBook has not made anything out of the startup. If Wrapp does live up to its promise, then we can expect FaceBook to enter into the fray which will increase the quality of services to the internet marketing agency as well as bring down the fee charged for each gift card redemption.

Are Gift Cards Mobile Advertising’s Money Maker?

Google Testing Mobile Icon for Mobile Devices

Wednesday, August 8th, 2012

Google is now experimenting with an icon that will display to the right of a website in search results. The icon is of a mobile phone and will tell the user that the site is optimized for mobile devices. This will help mobile searchers as they have their results and now they know which sites will lead them to a lower bandwidth display.

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It has been a long established truism that websites need to be optimized for mobile devices if they want mobile users to visit the site. The frustration for the mobile user, however, has always been about knowing which sites are optimized without wasting time by loading a site and seeing. This will help solve the problem, which means the digital marketing agency that wants mobile users needs to make sure the Google webcrawlers are discovering the mobile optimized site.

For now the icon is only rarely seen as Google is only experimenting. It is a good idea and even if it only performs half as well as expected, then there seems to be little reason why the icon will not be made a permanent part of the Google mobile searching experience. When the experiment will end has not been disclosed.

Google Testing Smartphone Optimized Icons In Mobile Results

Millennials Want Input From Strangers

Friday, August 3rd, 2012

Social networking is the buzz, but millennials (17-34 years old) are increasingly turning outside their social networks when it comes to advice for which products and services to purchase. This is an important finding for advertisers and the digital marketing company because they represent over $10 trillion in spending over their lifetimes.

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Millennials form loyalty to brands, returning to them 70% of the time. This means reaching them is not about the deal, but rather about the mindshare quotient. The digital marketing company needs to expose millennials to messages that they will remember. New research by Bazaarvoice and Kelton research shows that 51% of millennials trust strangers more than their friends. If they are looking for a vacation, they will reach out to blogs and travel sites more than their friends. This is the lesson for the digital marketing company.

What can be done to capture the mindshare is to use social networking platforms as distribution channels for learning about those experts. The research demonstrates that more than ever spreading content is important. Articles need to be created by and for brands and then the social networking platforms can be used as an inexpensive platform to spread word of those writings.

The other task for the brand, besides creating content, is to encourage sharing. Millennials will consult their friends for advice about which experts to reach out to. This is a huge advantage of the social network. Encouraging engagement is not difficult with millennials, but the digital marketing company must first create the content for engagement to happen with.

Millennials Want to Party With Your Brand But On Their Own Terms

Noise in the Click Through Rates of Display Ads

Monday, July 23rd, 2012

On a lark Ted McConnell, the executive VP at Advertising Research Foundation, created a series of blank display ads to try and measure how many clicks are mistakes and hence noise n the CTR system which dominates ad buying in the internet.

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Six ads were created, each with different markups and differing keywords to measure across many different types of users. The ads were also measured for different interactions besides clicks. Because the ads were blank the belief is that each click is either a mistake or a bot.

The results suggest that four of every 10,000 clicks is a mistake and of no use whatsoever to the social media agency that pays for the ad impression. Given the small margins in CTRs and cost for ad impressions this number can be quite significant for brands in low leveraged or highly competitive industries. The social media agency needs to be careful of this signal to noise ration, because it directly eats at sales and conversion rates. A mistaken click will not lead to a sale.

Black Display Ads Tot Up Some Impressive Numbers