Facebook expands test for in-stream ads on Live

Facebook expands test for in-stream ads on Live

Facebook is expanding its test of in-stream ads in Facebook Live to more verticals, including “pre-vetted entertainment, news and sports partners,” the company announced this week. The test is designed to help evaluate whether or not the ad format is effective before rolling it out more broadly. For now, Facebook is piloting in-stream ads with only a select number of publishers. The limited test will help determine if pre-vetted content creators are able to successfully monetize their live video streams with in-stream ads. How it works. When watching Live content from a creator included in the test, viewers might see a range of ad formats, including: A pre-roll ad that […]

How working from home has thrown a wrench in campaign targeting [Video]

How working from home has thrown a wrench in campaign targeting [Video]

The ability to work from home is helping businesses stay in operation as the world continues to find ways to overcome COVID-19. For some businesses, this is a mixed blessing as their now decentralized staff has to make sense of data that may not be as reliable due to the unexpected shift in work environments. “One thing we’ve noticed a lot in B2B, almost more than B2C, is analytics data being terrible right now, because all of a sudden your B2B companies who are 10, 20, 30,000 employees are at home, logging into your corporate website and all your IP filters are gone,” said Brad Geddes of AdAlysis during our […]

Did you know that 92% of U.S. organic visits are produced by Google?

Did you know that 92% of U.S. organic visits are produced by Google?

Google reigns over organic search, we knew that. According to Merkle, in Q3 2019, Google produced 92% of total U.S. organic search visits (95% on mobile). With a dominant presence, it comes as no surprise that Google continues to move the needle in SEO. The search titan is driving innovation, and they aren’t slowing down any time soon – BERT, anyone? This SEO trend is one of many trends you’ll uncover in MarTech Today’s Enterprise SEO Tools for Content Marketing, Search Intelligence, UX and More. Our free, downloadable guide looks at the trends SEOs and vendors are adapting to. It also features 20 in-depth SEO platform company profiles and the software they […]

Mixed Directives: A reminder that robots.txt files are handled by subdomain and protocol, including www/non-www and http/https [Case Study]

Mixed Directives: A reminder that robots.txt files are handled by subdomain and protocol, including www/non-www and http/https [Case Study]

I have run into an interesting robots.txt situation several times over the years that can be tricky for site owners to figure out. After surfacing the problem, and discussing how to tackle the issue with clients, I find many people aren’t even aware it can happen at all. And since it involves a site’s robots.txt file, it can potentially have a big impact SEO-wise. I’m referring to robots.txt files being handled by subdomain and protocol. In other words, a site could have multiple robots.txt files running at the same time located at www and non-www, or by protocol at https www and http www. And since Google handles each of […]

GMB usage declines, but poised to become more powerful post-coronavirus

GMB usage declines, but poised to become more powerful post-coronavirus

Google My Business (GMB) is a core focus for local SEOs. It has also become the central locus of communication between businesses and consumers about store hours, closures, services and other information during the COVID-19 outbreak. Shifting engagement on GMB. Click and call data show that consumer engagement with GMB has changed significantly during the crisis, as people have shifted their buying behavior online and, although it varies considerably by category, away from physical business locations. As one example, the query “takeout near me” has spiked beyond “restaurant reservations” since shelter-in-place orders took effect. This remains a local query; what’s changed is the transaction (now, mostly online) and its fulfillment […]

Destructive impact of coronavirus on SMBs greater than an ‘economic hurricane’

Destructive impact of coronavirus on SMBs greater than an ‘economic hurricane’

The roughly 30 million small businesses (SMBs) in the U.S. employ nearly 48% of all workers according to the U.S. Small Business Administration. The bulk of SMBs are very small and highly vulnerable to failure in the wake of COVID-19 lockdowns. According to a Brookings analysis, 48 million small business jobs are at risk from a small business collapse. Another analysis asserts that as many as one third of all SMBs in the U.S. are at “risk of closure” over the next two to five months. SMB failures will impact digital agencies. Beyond the destruction of lives and communities, this matters to marketers because SMBs spend billions in the aggregate […]

Microsoft Advertising adds cookie-based experiment option

Microsoft Advertising adds cookie-based experiment option

Cookie-based experiments are now available on Microsoft Advertising, the company announced Monday. If this option is selected, customers will only be shown ads from either your experiment or your original campaign when they search. The “Create an experiment” page with the new cookie-based split option. Why we care Microsoft Advertising experiments enable you to create a duplicate of a campaign and test (on a segment of its traffic) whether an update works better for your business. The new cookie-based experimenting option ensures that once a customer is shown one version of your ad, they will continue to be presented with the same version. This facilitates more accurate testing of creative […]

Video: Mordy Oberstein on Google quality updates and featured snippets

Mordy Oberstein, chief marketing officer at RankRanger, sat down to chat about a fun topic – Google algorithm updates. We also chatted a bit about featured snippets, but keep in mind, this video was recorded last December and featured snippets change fast. Mordy explained how he feels that your content and website have to be very aligned to a specific topic or entity. Once you start mixing up your content with multiple entities, it can confuse Google and hurt your site’s ranking in Google. It is not just about writing awesome content but your content, across your web site, needs to align with your overall site’s theme. We also talked about […]

4 takeaways for content marketers in the time of COVID-19

4 takeaways for content marketers in the time of COVID-19

[embedded content] Watch the full session. Creating brand content during a global pandemic is not on anyone’s résumé list of experiences. Brands now have to rethink their customers’ priorities to determine what’s worth communicating, while balancing marketing goals with customer empathy. This conundrum has businesses playing themselves, generating nearly identical messaging across site banners and emails. The content din makes it more difficult for audiences to discern one brand from the next. Despite these new challenges, there is guidance for brands that seek to continue serving and engaging their customers. On Live with Search Engine Land Friday, Meghan Keaney Anderson, CMO of HubSpot, Amanda Milligan, marketing director at Fractl and […]

Resolving consumer identity – more important than ever

Resolving consumer identity – more important than ever

Things happen. People react accordingly. That’s why brands must be ready to quickly shift their marketing tactics. Snow in the forecast? A hardware store should move snow shovels front and forward.  Home team in the championship game? An apparel company should be ready for a huge run on team gear. But rarely, if ever, has consumer behavior been altered as quickly and dramatically, on a global scale, as during the coronavirus pandemic of 2020.  Predictable consumer behavior and marketing conventional wisdom have been upended on a massive scale. People who never considered buying groceries online now do so weekly.  Customers who have always done their banking face to face are now […]