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Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land:
Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:
Search News From Around The Web:Industry
Local & Maps
Link Building SEO
SEM / Paid Search
Search Marketing
The post SearchCap: Google AdWords Sitelinks, phrase match & AR appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2xjy5B7
Data is the new currency of the digital age. If you think your internet experience is free, think again. You actually trade in valuable coin when you use Google and Facebook. Our information is valuable. And when we give away our information in exchange for services, that which we don’t give away becomes like diamonds or platinum. Cyber criminals aren’t looking to steal dollars or Euros or Yen. They’re looking to steal information. And if your network and website aren’t secure, you’re essentially giving away your customers’ valuables. Today I’m going to talk about how to virtually lock your door
via ShoeMoney http://ift.tt/2vejREh When Google launched their broad match modified match type some years ago, some marketers hailed the demise of phrase match as something of a foregone conclusion. Many, ourselves included, quickly shifted gears and rolled out new campaigns using a combination of broad match modified (BMM), exact match and negative match keywords. And others did not. Let’s consider why we did this. First — and this should be writ large wherever AdWords advertisers congregate — no one likes broad match. No one except, perhaps, Google. Using broad match is essentially lazy, the equivalent of holding out your hand with all your money it in and letting Google take what they want. They’re getting better — broad match is nowhere near as bad as it used to be — but it still allows Google a freedom you wouldn’t want your car mechanic or your electrician to have. As a result, many advertisers instead opted for phrase match and exact match for their keywords, often having to develop hundreds of phrase match keywords to cover a multitude of possible search terms. For example, if we were trying to promote our blue widgets, we might start with “blue widgets” as a search term but soon have to add “widgets in blue,” “blue color widgets,” and so on. With the introduction of BMM, advertisers were suddenly able to cover hundreds of possible search terms by simply using +blue +widgets. In our agency, we then monitor the Search Query Performance reports, pull out those search terms that deserve special attention and move them directly into exact match status, thus making the intermediate phrase match version redundant. This streamlines the process and, with new build campaigns, seems to be the simplest way to get campaigns live and generating real data. We can then crunch this data faster to get to the kernels of optimization that will drive ongoing success. Phrase match is still holding its ownWe reached out to other marketers to discover how phrase match fits into their account management approach and found that reports of phrase match’s demise may be a little premature. As Mark Kennedy from SEOM Interactive comments:
Kennedy’s comments about historical value are particularly significant. Google loves historical data — especially when it comes to Quality Score, for example, and it could take a new BMM keyword some time to achieve a high QS already enjoyed by a long-term phrase match keyword that has consistently performed well. While others echo these sentiments, Julie Friedman Bacchini of Neptune Moon feels that keyword matching is becoming increasingly fuzzier. She cites the changes in the keyword planner where match types are no longer segmented as an indication of the way Google sees match types. Coupled with the ending of the close variant opt out, the battle lines between marketers and the search engines are blurring. Interestingly, she concludes:
James Svoboda, partner at WebRanking, also agrees that the close variant rollout last year essentially made phrase match and Broad Match Modified the same with one significant exception: word order. He explains:
As a result, they have effectively removed phrase match from their arsenal and are looking forward to the day when both Google and Bing follow suit. Whether that day will ever come is debatable. There are, perhaps, too many accounts that have been built and optimized over the years around a solid core of well-performing phrase match keywords. And, since phrase match isn’t broken, there may be no reason to try to fix it. And for some of us, like Gil Hong from Seer, phrase match may simply be a habit that is hard to shake:
The consensus, therefore, seems to be that there is some life in phrase match after all. Where a well-performing phrase match keyword with great historical data and a good Quality Score is present, it could take some time for a Broad Match Modified keyword to catch up — and indeed, it would be hard to imagine the performance ever quite being matched. But where there are well-performing phrase match keywords, there are Exact Match versions willing and eager to usurp them. So poor phrase match is getting pressure from both sides, and while it might be able to hold its own for the time being based on past glories, going forward, its days are still probably numbered. But then, we said that a couple of years ago! The post Phrase match is dead. Long live phrase match! appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2gcOqDr Summer 2016 seems like a lifetime ago, doesn’t it? Barack Obama was president, the Chicago Cubs were carrying on their 108-year losing streak and swimmer Ryan Lochte was busy fabricating a story about getting robbed at gunpoint while representing the US at the Rio Olympic Games. One of the biggest digital stories to come out of last year was the meteoric rise of Pokémon Go. The mobile game brought augmented reality (AR) to the masses and effectively demonstrated the technology’s potential as a new platform for customer engagement. Pokémon Go disappeared from the limelight almost as quickly as it appeared, solidifying its place as a pop culture curiosity that will almost certainly be covered in an “I Love the ’80s”-esque retrospective 20 years from now. Pokémon Go’s story may be over for most, but what about its underlying technology? How has that fared over the past 12 months? Well, augmented reality isn’t just for gamers anymore. It can be a major asset for brands and their local marketing initiatives. Tech giants pick up the AR torchIn many ways, Pokémon Go served as a proof of concept for AR’s potential as a marketing tool. Imagine billboards and advertisements that exist purely in the virtual world and offer exclusive deals and promotions to AR users. It’s a whole new ballgame, and some of the biggest names in tech are racing to cash in on that awesome potential. Apple, for instance, is making a concerted push into this space, with hopes of building its forthcoming iOS 11 operating system into the world’s premiere AR platform. The tech giant recently ramped up its hiring efforts to bring in dozens of professionals with skills like “geospatial information services” to support AR software projects. Meanwhile, Facebook demonstrated its growing interest in this technology, releasing a closed beta for its own AR mobile platform earlier this year. Facebook CEO Mark Zuckerberg confirmed the company’s commitment to AR at the recent Facebook F8 conference: “Over time, I think [augmented reality] will be a really important technology that changes how we use our phones and all our technology,” Zuckerberg said. “This is the type of technology we love to build.” Where does AR fit in for local marketers?It’s encouraging to hear that the big boys are throwing their full support behind AR, but what does the technology mean for digital marketers within the local space today? Over the past year, companies have made strides in the AR field, developing new use cases for marketing applications. For example, Blippar has worked with a number of widely recognized brands to create AR-based banner ads that don’t require an app to view. When mobile users click on the ad, AR functionality is enabled, and they can interact with both their physical and virtual environments in new and innovative ways. By pointing their cameras at particular objects, users can receive suggestions on similar or complementary products. A couple at a restaurant for dinner, for instance, could get wine pairing recommendations just by opening their camera apps. Marketing teams could take advantage of this capability by providing information on local promotions. So, if users direct their phone’s camera to a bottle of Pepsi, the AR platform can show them where to find it on sale in their area. Bridge the divide between digital and in-store experiencesWe’ve all been spoiled rotten by digital platforms. Thanks to the ubiquity of the internet and connected devices, consumers expect to have an enormous amount of information about any given product at their fingertips at any time. In this environment, comparing product labels in a brick-and-mortar store seems pretty quaint. Companies like watch retailer Jura have developed AR applications that allow shoppers to find out more information about products as they walk through store aisles and compare different brands in far more detail. In Jura’s case, customers can virtually try on different watches and see which styles suit them best without getting near the display case. It works the other way too. AR can enhance the digital shopping experience by putting products into consumers’ homes before they make a purchase. IKEA, for instance, has experimented with an AR functionality that would allow shoppers to view how, say, a dresser would look in their bedroom. More recently, the company announced a deal with Apple to develop an app for iOS 11. With AR, the line between purely digital and physical shopping experiences starts to blur, creating untold possibilities for customer engagement. “This technology makes it easier to make buying decisions in your own home, get inspired and try many different products, styles and colors in real-life settings with the swipe of your finger,” said Michael Valdsgaard, the leader of digital transformation at Inter IKEA Systems, in a press release. “I think that augmented reality and virtual reality will be a total game changer for retail in the same way as the internet. Only this time, it will be much faster, and accessible to billions of customers.” As companies continue investing in this technology, new marketing applications will arise. Now that tech giants like Apple and Facebook have committed to AR, it’s safe to say this is more than a flash-in-the-pan fad. The future of AR is filled with incredible potential. Be sure you’re ready to take advantage of AR when it truly comes into its own. The post Augmented Reality: Where are we now, and what does it mean for marketers? appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2xz3oqC A few weeks ago, Google revamped the look and feel of the AdWords Sitelinks to make them a carousel tappable format. But with that change, Google has also doubled the number of sitelinks you can show on your AdWords search ads from four to eight. The updated help documentation use to say that on mobile devices it would “show up to 4 links” and now it reads “it can show up to 8 links” on mobile devices. Avner Pinchover sent us screen shots of the before and after in the help documents. Before, it said 4 links: And now it says 8 links:
The post Google AdWords doubles the number of Sitelinks on search ads appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2w4c4HX In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more. Google Dance Tokyo t-shirts:
The new Android Oreo statue at the Google campus:
Google razor scooters:
Google staircase:
Google indoor putting green:
The post Search in Pics: Android Oreo statue, Google Dance Tokyo & razor scooters appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2gbD8zq The post Get Comfortable Being Uncomfortable appeared first on Matt Morris. via Matt Morris http://ift.tt/2wu0x5D Build your ark before it rains. Rob Sperry shows us that the best time to network is when you don’t need anything. Also, why you need to build this business with integrity. Here’s your chance to finally own my most treasured collection of network marketing training… Reports, Checklists, and Implementation guides. Literally everything I use to grow and operate my network marketing business. Who is Rob Sperry?Rob Sperry has been recognized by Business For Home, as the #1 trainer for 2017 in the network marketing industry. In his first year in the industry, he reached the highest level in a multi-billion dollar company. Afterwards Rob became the co-creator of Mynt, which launched with a million dollar in sales in its’ first month. To listen to Rob’s earlier podcast on MLM Nation, go to Episode 176. Rob is also the author of the book, The Game of Networking. Favorite Quote“Successful people just do the basics better” Must Read BookThe Game of Networking by Rob Sperry Recommended Online AppRecommended Prospecting ToolContact InfoThegameofnetworking.com What Did You Learn?Thanks for joining me on the show. So what did you learn? If you enjoyed this episode please share it on social media and send it to someone that needs extra motivation in their MLM business. Do you have any thoughts or comments? Please take 60 seconds to leave an HONEST review for the MLM Nation Podcast on iTunes. Ratings and reviews are extremely important for me to make this show better. Finally, don’t forget to subscribe to the show on iTunes so that you get updates and new episodes downloaded to your phone automatically. Click Here to Subscribe via iTunes Click here to Subscribe via Stitcher Click Here to Subscribe via RSS (non-iTunes feed) The post 378: How To Master The Game Of Networking by Rob Sperry appeared first on MLM Nation: Network Marketing Training | Prospecting | Lead Generation | Leadership | Duplication | Motivation. via MLM Nation: Network Marketing Training | Prospecting | Lead Generation | Leadership | Duplication | Motivation http://ift.tt/2ga17Pl Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land:
Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:
Search News From Around The Web:Searching
SEO
SEM / Paid Search
Search Marketing
The post SearchCap: Google AdWords tool, local Q&A & iOS 11 with AMP appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2w8CS8j |
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