Google’s Remarketing — otherwise known as retargeting — has expanded beyond Display ads and into Search results. While the extension isn’t particularly new, it does offer an advanced and dynamic advertising approach that can be used to create strongly performing campaigns.
In 2013, Google announced they would be updating their Analytics platform to the new “Universal Analytics.” The timeline for this process began with a voluntary upgrade, and continues through three additional phases. With any platform and code update there are always questions of its purpose
Marketing Automation and PPC are commonly employed together as automation relies on marketing channels like paid advertising to generate leads. In turn, marketing automation can guide online advertising strategy by providing lead information and nurturing.
In early 2013 Google announced ‘Enhanced Campaigns’ as the next iteration of campaigns in Google AdWords. Alongside a preview of new features was notice that all existing campaigns would have to be manually updated, or they would be automatically updated by July 22nd.
Understanding the Google+ platform and the changes being made from Part 1 in our series is the first step in creating a better Google+ experience for your brand and your audience. Now, we’ll take the next step by diving into what these changes mean for your job as a community manager.
Although you’ve likely watched countless viral videos on YouTube, creating popular video content is often easier said than done. Regardless of your content or industry, you can create more discoverable videos by knowing and practicing some essentials of YouTube marketing.
Check out all the new social media trends circulating around the Room 214 office from the past week. There’s some great stuff this week from on-page seo tips, to a new Tumblr platform and a live demo of Google’s Glass Project.
From 0 to 3 Million Monthly Visitors with On-page SEO: This article highlights an in-depth interview wit Fraser Cain, the owner of a space and astronomy new website, Universe Today, and co-founder of Keyword Strategy, a web-based content marketing tool. He explains how he grew traffic to his website to impressive levels while really emphasizing the importance of content. Some key takeaways from the article include:
- Don’t forget about building an email list.
- Create evergreen content to keep a steady flow of traffic.
- Don’t just write content for the sake of writing it. Write remarkable content that helps solve a problem.
- Google+ isn’t a total disaster. Cain’s site is a perfect example of Google+ working for someone.
- Focus on the content first. The other stuff will help bolster your great content.
Tumblr Commerce Service for Brands: Digital agency, Coexist Digital, based out of Portland, Oregon has developed a commerce platform for Tumblr that allows users to buy products directly from the page they’re on and with transactions enabled by the payments startup Stripe. Jeni’s Splendid Ice Creams is the service’s first taker, and items for sale are marked with a distinguishable yellow dot.
“We are constantly amazed and delighted by the creative ways that third parties leverage the Tumblr platform and have put a tremendous amount of care into making our API as functional and flexible as possible,” said Tumblr’s VP-product Derek Gottfrid regarding the new e-commerce platform.
Is Facebook Testing a ‘Want’ Button?: A developer picked up on a code for a ‘Want’ button in the source for Facebook’s platform. Although no apps can currently publish the new button just yet, a Want button would position Facebook to compete with Pinterest for providing users with a method for expressing the things they desire while helping retailers by providing yet another way for users to share products they’re interested in within their networks.
Google Glass Skydive: Check out this awesome product demo which ran live during Google’s keynote during their highly anticipated developer conference in San Francisco. The demo portrays Google Glass, “the company’s much-buzzed-about effort to create connected glasses.”
Released in mid May the Google Knowledge Graph has expanded its presence since, and in doing so has prompted an array of positive reactions. The Knowledge Graph is designed to deliver information for basic, often very popular, searches in a fast visual manner. As such the general public has been more than impressed as the majority of searches made on the internet continue to be for elementary, quick information.
But what of the Knowledge Graph’s influence on other elements – say niche search categories and search engine optimization (SEO)?
First, it should be noted that the Knowledge Graph continues to have limited presence as its noticeably absent from most searches for products and services. But when it is present, in these or other searches, it dominates a large portion of the search engine results page that is above the fold. Unfortunately this means that internet real estate for both organic and paid results is becoming increasingly more competitive. As this process continues an increasingly larger percentage of the traffic will be directed towards paid results and the top ranking website.
Google has been pushing organic results down for quite some time. At the end of the day they are a business largely supported by their paid advertising programs. Which brings up a fun question – did Google introduce the Knowledge Graph to push more traffic towards paid results? Currently that’s hard to prove as the Knowledge Graph is displayed most frequently on search result pages that contain few if any paid ads. However if the Knowledge Graph continues to expand its frequency and reach it will certainly impact organic result visibility.
What we can say for sure is that Google continues to introduce and develop new aspects (such as Google Plus Local) and it would be unwise to think they won’t affect search engine optimization. As has been evident for quite some time social media continues to integrate and influence your website’s ranking.
This week’s Weekly Wrap-up is full of fun stuff! Watch two awesome Facebook campaigns for Smirnoff and VW. Plus, get some great tips for your online searches.
Master the Art of Googling: “Smart Googling requires finesse, a keen eye, some Boolean tricks, and a bit of jena se qua we like to call Google-Fu,” says Matt Silverman. While this might sound elementary to some, this Mashable article serves as a great tool and review for those of you wanting your searches to be as precise and efficient as possible. Here are just a few of the interesting takeaways:
- Google includes search results for synonyms automatically.
- The – sign can be used to exclude words and even types of websites (i.e. -.gov).
- By using Google scholar and the word “author:”, you can search for papers by specific authors.
- You can search for an image by dragging a photo into the search bar.
Smirnoff Gardian Angel Campaign: Here’s a great Facebook campaign created for Smirnoff called “Smirnoff Guardians” which was created by two students from the Miami Ad School. It uses Facebook check-ins and lets friends become virtual designated drivers by purchasing them a cab ride home after they see a friend check into a bar or club. While it’s not actually implemented on Facebook, it’s still a pretty awesome idea! Check out the video.
Turn Off your Computer and…: Check out this social media campaign for the Volkswagen Caddy minivan. It’s entertaining to say the least.
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The ever-changing world of local place pages made a big change yesterday, as Google replaced existing Google Place pages with Google Plus Local. This is part of Google’s long-term strategy to integrate their products more seamlessly, especially within the social space.
Not a lot is changing in terms of how you traditionally access Place Pages, there are just many new points of entry and great features.
Here are the new features:
- More pictures and video (larger images, much more visual approach).
- Enhanced review options (more granular) & free Zagat-review opt-in.
- Search & find Place Pages through Google+.
Here’s a few things to note:
- Google is automatically converting the pages, no action is needed to undertake this.
- No immediate changes to Google Places admin, manage similarly until they roll-out new admin.
- Mobile is a mess. Google is working on this for Android, but Apple is apparently coming out with a proprietary product that will replace Google Plus Local on iPhones in the next couple of months.
Next Steps for Your Place Page(s):
- Consider a Google+ page. Google is not telling anyone if Google Plus Local requires a Google+ page, but it is likely smart to have both to be consistent in the medium.
- Make sure to run through all of the new features with your marketing team, decide how you are best going to leverage the visual approach.
- Acquire new assets to add to the page.
- If you are not already, have someone claim and manage your listing(s). Staying on top of this will help you respond to reviews, have better control of your content and learn about new features as Google releases them.