Home / Internet Marketing News / Online Marketing News: Death Of A Directory, Are Social Ads As Effective?, Search Getting Smarter

Online Marketing News: Death Of A Directory, Are Social Ads As Effective?, Search Getting Smarter

Google Reveals Black Friday In-Store Traffic Data to Help Improve Focus of Online Ads

Google Reveals Black Friday In-Store Traffic Data to Help Improve Focus of Online Ads [Infographic] – Google has created a new infographic which looks at in-store traffic patterns over the holiday season, using anonymized Location History records. The stats offer some great insight and highlight where offline metrics are headed – and how they can be used to better target and focus online marketing content. Google

Snapchat Launches Story Explorer, A Swipeable Way To Get Different Visual Perspectives – With a quick swipe up, Snapchat users can now view a different angle on specific stories for a more robust story experience. Marketing Land

Study: Brands Finding Social Ads as Effective as Traditional Advertising – It appears the tide is changing. According to a recent study by IZEA, 52 percent of companies surveyed have a sponsored social budget and they find social ads to be in the top three most effective marketing investments they’ve made. SocialTimes

The Yahoo Directory Is Finally Absolutely Dead – We knew it was coming: the Yahoo Directory is now officially offline. Going to dir.yahoo.com now redirects you to aabacosmallbusiness.com. Search Engine Land

Facebook’s Audience Network: 80% of Impressions Now Native – Facebook offered another rare peek into the performance of its Audience Network, saying that 6 percent of all time spent on mobile applications is spent on apps running Audience Network. Facebook

Google Analytics Adds Calculated Metrics – New tool allows the creation of custom metrics that are calculated from traditional metrics, such as Revenue Per User and more. Marketing Land

Report: Social Media Platforms Are Becoming Too Complicated – There is power in simplicity — at least that’s the premise behind the Siegel+Gale simplicity index. The study uses survey data from more than 12,000 consumers in eight countries about the perceived simplicity or complexity of their interactions with more than 500 brands, and why simplicity pays off. SocialTimes

Google’s Natural Language Search Gets Smarter – Google is now smarter at understanding queries that include superlatives and times, as well as more complicated questions. Search Engine Land

Third-Party Apps Losing Access to Instagram’s Feed – Instagram is overhauling its platform for developers, and one of its changes is the elimination of the feed application-programming interface, which allows third-party apps to access its feed. Instagram

Google Updates The Search Quality Rating Guidelines – In 2013, we published our human rating guidelines to provide transparency on how Google works and to help webmasters understand what Google looks for in web pages. Since that time, a lot has changed: notably, more people have smartphones than ever before and more searches are done on mobile devices today than on computers. Here are the updated guidelines. Google

Google Announces New Advertising Support For AMP Pages – Fast-loading pages may also mean fast-loading ads, with advertising platform support for AMP that’s been announced. Marketing Land

Google To Penalize Sites Using Deceptive Mobile Traffic Networks – Google tells us they are actively working on detecting and penalizing sneaky mobile traffic networks. Search Engine Land

From our Online Marketing Community:

In response to Want to Add More Participation to You Content? Follow These 5 Keys to Success [Guide]Tom Southern said, “Great ideas Ashley, thanks for sharing. I love the Halloween-theme content marketing pics. They’re great. I can see these ideas working well on Pinterest, Facebook and other image strong platforms, as well as blogs. Thanks for the ideas and inspiration. You’ve got me thinking.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Google


Email Newsletter
Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2015. |
Online Marketing News: Death Of A Directory, Are Social Ads As Effective?, Search Getting Smarter | http://www.toprankblog.com

The post Online Marketing News: Death Of A Directory, Are Social Ads As Effective?, Search Getting Smarter appeared first on Online Marketing Blog – TopRank®.

Click Here For Original Source Of The Article

Ads by WOW TRK

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

css.php