Micorosoft has been pretty quiet about any concrete efforts to integrate LinkedIn and Bing data for advertisers, other than to essentially say, “be patient, it’ll come.” On Monday, Corporate VP of Microsoft Search Advertising Rik van der Kooi gave a little more color to those plans during a speech at Advertising Week in New York City. Additionally, the company outlined ways in which Microsoft (and Bing Ads) continues to integrate artificial intelligence into its search offerings, including support for conversational search. Integrating LinkedIn & Microsoft GraphsWhen Microsoft acquired LinkedIn in 2016, there was a lot of talk about the marketing potential that could come from intertwining the user information Microsoft has — audience and intent data based on signals such as search history and product and domain preferences — with the audience attribute of LinkedIn’s nearly 500 million users. On Monday, van der Kooi announced that Microsoft is integrating the LinkedIn Graph with Microsoft’s Audience Intelligence Graph. What that means practically for advertisers remains to be seen, but as both graphs currently power the ad targeting capabilities of each platform, the natural assumption is that advertisers will be able to harness data from both graphs and use it in campaigns across Bing Ads and LinkedIn. Chat Bot Extensions pilotBing is starting to integrate brands’ bots right within the search results. Chat Bot Extensions will help businesses surface answers to common questions about their products or services right within the search results pages. This initial test is launching now, and Bing plans to make it more widely available later this year. In-market audiences expansionBing Ads is still piloting in-market audience targeting, but announced Monday that the program is broadening and is expected to be available generally soon. There are now more than 70 in-market audiences available to target now in Bing Ads. In early testing, Microsoft claims that advertisers have seen up to 28 percent higher click-through rates and up to 48 percent higher conversion rates. The post Bing Ads & LinkedIn graphs integration underway, more in-market audiences available appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2xsS4Ae
0 Comments
As Search Engine Land first reported in October of 2015, Russia’s Federal Antimonopoly Service (FAS) determined that Google violated Russian competition laws by banning phone manufacturers from preinstalling competitors’ apps, and requiring those same phone manufacturers to preinstall selected Google apps on Android in exchange for access to the Google Play Store. Well, after nearly 20 months of negotiations, a voluntary settlement was reached on April 17 of this year. According to the FAS press release:
Additionally — and probably more applicable to the present-day international digital marketer — the FAS release also states, “Google will develop an active ‘choice window’ (example below) for the Chrome Browser which at the time of the next update will provide the user with the opportunity to choose their default search engine.” That updated Chrome Browser arrived in August 2017, and the impact on the marketplace is already visible. Because Russia is home to one of the world’s largest internet audiences, any shift in search market share can have a significant impact on an advertiser’s strategy. Recent years have seen a substantial increase in Western companies advertising in Russia, so let’s take a peek at the current market dynamics. According to tracking platform Yandex.Radar, Google owns a 56 percent share on Android devices, three percentage points down from the day the “choice window” was introduced. Not coincidentally, Yandex has gained roughly three points since the “choice window” introduction. Russia is considered by many to be a desktop-first market, but as noted in Greg Sterling’s original article on the topic, Android is the heavy market leader in mobile operating systems. So, the impact of a shift in search share on Android devices affects total search share as well. Here’s a look at the overall market trends since the August 17 update: We can see that Yandex had the majority share of 54 percent for the total combined desktop and mobile market prior to the “choice window” introduction, and it has already climbed to 56 percent since the introduction of the “choice window.” In a country with 100 million internet users, a two-point swing has a significant impact on consumer reach. The digital ecosystem in Russia is evolving, but smartphone penetration remains considerably less than in more mature markets like the US. Not surprisingly, internet penetration in Russia is strongest in the 12-17 age demographic, and as the younger users age, smartphone penetration is expected to skyrocket. The post How the Russian search market looks now appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2ymHs2E Bing has announced a new feature named “Bing for business” for their Office 365 and Microsoft 365 business customers. Bing for business gives employees across a company search results within the organizational context of the business, be it an enterprise, school or organization. It uses artificial intelligence and the “Microsoft Graph” to tailor the search results to employees and the content within an organization. Bing for business will search company data, people, documents, sites and locations, as well as public web results, and list them in a unified search results experience for company staff. This, of course, works across any browser, on any device within the organization. Today, Bing released a private preview of this to their Office 365 Enterprise E1, E3, E5, F1, Business Essentials, Business Premium and Education E5 subscriptions customers. Here, an example of Bing for business search for “Thomas” returns employee information: Here is one calendar related to scheduling time off: It can also surface documents only available for to the specific user: Here is a feature list:
For more screen shots, check out this site, and if you are a customer, you can request ask to the preview over here. The post Bing for business helps organizations search smarter appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2ftL9jh While running a successful advertising campaign can be complex at the best of times, it presents a special challenge to small industrial manufacturers. It’s one thing to advertise a widely understood product, such as a running shoe or blender, to a large consumer market. It’s another thing entirely to sell a manufacturing capability that’s only really understood by those in the industry — especially when products look and function differently based on the specifications of the buyer. This challenge is particularly pronounced in the world of search engine marketing, where industrial manufacturers must adapt to an ad platform (e.g., AdWords) that seems more geared to retailers. My company, Huff Industrial Marketing, faced this challenge with a manufacturing client. I’m pleased to report that through carefully and patiently running a variety of experiments, based on different approaches and ideas, we’re now seeing good results. In this column, I’ll share how we did it. A manufacturer of specialized machine partsThe client is in the business of making specialized machine parts used in a variety of manufacturing processes. Because each part is custom in size, type, material and so forth, what this client is really offering is the capability of making these specialized products. In other words, they don’t make “stock” products sold off the shelf. This immediately created a conundrum with the PPC advertising campaign — namely, how in the heck do you advertise a manufacturing capability to buyers in dozens of industries? Eventually, we came up with a solution that encompassed three critical PPC elements: keywords, messaging and landing pages. Element #1: KeywordsAlmost immediately, we knew that keywords were going to be a problem. One challenge is that terminology used in manufacturing is often specialized and used as “jargon” inside a company or industry niche — but may not be fully understood or used by buyers across the myriad industries or markets that exist. Consequently, searches on these terms often return irrelevant results. For example, when I conducted a search on a specialized type of manufacturing wheel, it returned results for car wheel rims and bike wheels — which wasn’t at all what I wanted (Figure 1). Unfortunately, this didn’t seem to be something that Google’s machine learning could correct. So, what to do? When we went too broad with our keywords, the ads ended up displaying with irrelevant search results. (Of course, we worked to mitigate this with negative keywords.) If we went too narrow, then search volumes were too low. Eventually, what saved us was monitoring search queries for both organic search and PPC. Based on the data, we realized we had to stop thinking in terms of “capabilities” and start thinking in terms of “end products” — even when those end products weren’t standard. Then, we marketed each end “product” individually through separate campaigns and ad groups. As an aside, the client, too, was surprised at the terms buyers were using to source specific types of products. It’s been a real eye-opener for everyone on the team and has led to the client looking at new ways of marketing custom items they’ve been manufacturing for years. Element #2: Ad messagingWe also took a closer look at our ad messaging — in particular, the calls to action. If you’ve looked at PPC ads generated by industrial manufacturers, you’ll know it’s not unusual for these ads to include calls to action like “Free RFQ” or “Get a free quote!” in the ad body or sitelinks. Initially, we followed the lead of other manufacturers and included similar calls to action in the ads. We realized very quickly they weren’t converting. When we thought about it more deeply, we realized that this kind of messaging didn’t make sense. Why? Because at this point in the sales process, the client’s potential customers weren’t ready to embark on a lengthy quote process. They simply wanted an answer to the question, “Can you make this thing?” It was a classic case of: “Don’t ask your prospects to marry you on the first date!” In other words, prospects needed to talk to someone. So, we revised the ad copy — and landing pages — accordingly. Element #3: Landing pagesOnce we identified the issue with the call to action, we knew we needed to revise the landing pages. Instead of a call to action to fill out the RFQ form, we replaced it with a much shorter form that allowed potential customers to ask their “can you make this?” question (Figure 3): At the same time, we reworked the landing page to remove any unnecessary navigation and competing calls to action. This task was made significantly less onerous with the help of our web developer, who was able to reconfigure the client’s code and add simple “click to remove” options. This allowed us to remove the main nav, footers and so on by simply checking a box. With this capability, we didn’t have to rely on a third-party landing page service, which saved the client money and also kept the landing pages on the client’s domain. To top things off, the development team added the script for Google’s phone call conversion tracking, where Google dynamically changes the phone number on the landing page, allowing for tracking of desktop calls. Result: Relevant traffic and good conversionsWith these changes in place, we were quite pleased to see four “in-the-ballpark” form inquiries and four phone calls in the first five business days. Inquiries have continued to stream in at a good pace. In conclusion…What can industrial manufacturers take away from this experience? Three things:
The post The PPC challenge of selling manufacturing capability vs. stock products appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2ynVkty Acquisio released a report (PDF) this month that argues machine learning algorithms can dramatically improve paid-search marketing performance vs. accounts that don’t use them. Acquisio calls its suite of machine learning tools “Acquisio Turing,” after British computer scientist Alan Turing. The company looked at thousands of campaigns over a two-year period, comparing results from machine learning-supported accounts with those not utilizing machine learning. Acquisio concluded, “Across all business types and budget sizes globally, the accounts using Acquisio’s machine learning technology are outcompeting those that aren’t, giving advertisers an advantage.” This is especially true at low budget levels. More than 30,000 accounts were analyzed and compared in the report. Acquisio says that just over a third of its customers manage small or local accounts (e.g., media publishers that provide SEM to small business advertisers) and “just over 50 percent our client base is made up of marketing organizations servicing local markets, with a large portion of them focusing on the automotive market.” About 60 percent of the company’s customers serve North America. The remainder of customers and accounts are distributed across regions, with a larger concentration in Australia. Acquisio reported that machine-learning accounts saw improved metrics across the board, including higher conversions, lower CPCs and higher click-throughs:
These accounts were also better at achieving “budget attainment” (reaching their target spend levels) vs. accounts not utilizing machine learning optimization. The company added that machine learning-supported accounts also experienced lower churn on the platform than those not using machine learning, and this was especially true for accounts operating at less than $500 per month. “Businesses with the lowest spend actually had the highest success in terms of lifetime value,” the report states. I would expect to see more studies and results like these in the near future. It thus seems inevitable that automation will replace humans in most areas of paid-search marketing. The post Report: The future of paid-search marketing is machine learning and AI appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2wRelTZ It’s undisputed: well-crafted, high-quality content is how a brand builds an audience, trust, and loyalty today. Great content helps you earn the attention of the people who need your product or service. Existing loyal customers are drawn to quality content, too, in large part because it builds trust and authority, creating top-of-mind awareness for your The post Combine These 5 Research-Based Ingredients for Higher-Quality Content appeared first on Copyblogger. via Copyblogger http://ift.tt/2xr8Z6c Using Facebook Groups to Grow Your Network Marketing BusinessWant To Create A Rocking Facebook Group That Consistently Sells Products Without Being Salesy AND Turns Prospects Into New Distributors Using This Simple System Your Whole Team Can Duplicate Easily. Do you find yourself asking what top leaders using to grow their business? With technology changing every minute, it seems like we never stop hearing the ‘next big thing'! Today, you’re going to learn why using Facebook Groups are important and how you can use them to recruit, duplicate and grow your business. The strategies are based on the conversations I've had over 500+ top leaders in network marketing. So, let's get right into Facebook groups. What Are Facebook GroupsSo, unless you haven’t been on Facebook, you definitely know what Facebook groups are. There's been practically a group for everything! There's actually one billion people in the world regularly using Facebook Groups. Whether just Mommy and Me groups, cycling groups, to workout groups, to church groups. There's a group for almost anything you can think of right now. Why Facebook Groups? Facebook wants to build community. That is their goal. Facebook encourages and promotes groups. Any time you know Facebook the company is behind it and promoting it, you want to get involved, right? Because that means you'll show up in the algorithms, you'll show up in the news feed. Facebook rewards people who are actively in the group. And this is such a big thing for Facebook groups that Facebook came up with a new mission statement. In June of 2017 Mark Zuckerberg had a special conference, he says, Facebook’s new mission is to give people the power to build community and bring the world closer together. I'm going to repeat it again… It's to bring the world closer together! And with so many people using Facebook, you can get lost, right? You probably know, sometimes you want to reach out to old friends, you can't find them. But in the group, community of similar interest, that's where it's easy to find, easy engagement, easy in community and that's what Mark Zuckerberg, Facebook, wants to do. So, they are promoting it. Top MLM leaders are already using Facebook groups to make money! So, copy what successful people are doing. How Exactly Can Facebook Groups Help My Business?First off, let’s gather our focus on the fact that this is a business of NETWORK… Meaning the network of your team of customers and distributors, and the COMMUNITY of potential customers and distributors. So, here are 5 ways Facebook groups can help your business: 1) You can build a tribe of potential distributors and customers using Facebook GroupsFacebook groups brings a community of individuals with similar interests, together, and allows the opportunity to share value with them It’s like a home meeting/party, but online! 2) Facebook Groups can be a recruiting toolIt has the power to shows prospects that the business works and is fun. Nothing beats when people can go in and see all these other people having fun and doing something of a common purpose. 3) Facebook Groups also positions you as an expertWhen you're posting content, sharing, giving advice, you're an expert. And even if you're new, just the fact that you have access to a group that no one else does makes you an expert. If you’re in a group of like 5,000 people, but your prospect is not in it, and the group is special invite only, then already, you're different. So people will see you differently. 4) Facebook groups also provides a training platform for your teamYou really don't need any website with logins to access archived trainings. Today, the top leaders, almost all of them are using some type of Facebook Group to train their teams. They do Facebook Lives in the group or upload videos. All the training's inside a Facebook group. 5) Facebook Groups also helps improve retentionFacebook Group improves retention because it creates community and online relationships. It really captures the energy of offline meetings. Think about this, if you go to an offline meeting, a hotel meeting, or home meeting, there's a lot of energy there. People are hanging out, they're talking, they shake hands, right? You go to a meeting, if you're listening or watching this, you get fired up going to the meeting. And Facebook Groups does exactly that! Facebook Groups take the offline energy and brings it online. And this is especially important if your team is spread out and not local. You definitely need something where people can feel plugged in, right? So if they have a question, if they can't reach you, if they can't see you, it's easy for people to get discouraged… With Facebook Groups, not only can one go in there to update the trainings, but also to get access to any archived library materials there, as well. Get Involved or Start Your Own Facebook Group TodayDoes your upline or team have a Facebook Group already?! If yes, join it and get involved! Using Facebook Groups increases the chance more people will be a customer or join your business. Has this blog been helpful? Please comment below and let me know what you do to next. And remember, we are in the profession to help others, so go out there and have a positive impact on someone’s life today! God Bless, Simon Chan
P.S. Do you want to get the secrets and Inside look at actual Facebook Groups that top earners are using? Check out how to dominate using Facebook Groups The post 5 Ways Facebook Groups will Help You Recruit, Duplicate and Grow Your MLM Business 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/2ynhwE6 There’s no shortage of people that need to take their life to the next level. Ian Farrar shows us that if you want to be proficient at something, you have to be all in. Also, why you need to get more no’s in order to get more yes’. 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 Ian Farrar?Ian Farrar has been in the network marketing profession for over 23 years. He’s currently a founding member for his company and a top leader. Ian is known as the Athlete’s Networker. He’s been an elite Cat 2 Cyclist for the past 23 years, and proudly states that he rides as fast as he builds his teams. Favorite Quote“There are no failures in life, there are only lessons. If you fail, it’s a gift, learn from it so you can take your life to the next level” “Winners never quit, quitters never win” Must Read BookAs a Man Thinketh by James Allen Recommended Online AppRecommended Prospecting ToolCompany App Contact InfoPhone #: 914-393-9800 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 391: Identifying The Gears That Will Help You Build A Team With Speed by Ian Farrar 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/2xEybpC 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
Search Marketing
Searching
SEM / Paid Search
SEO
Strategy
The post SearchCap: Improving link equity distribution, recent Google My Business updates & more appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2xXQMhh The holiday season is quickly approaching, and competition for ad clicks gets more competitive each day leading up to Black Friday. Even the most seasoned advertisers know that small improvements to ad copy can make a big difference in performance. In this new guide, LXRGuide shares their original research that shows how to supercharge your PPC ad copy with a few simple hacks. With this guide, you’ll discover:
Visit Digital Marketing Depot to download “10 AdWords Copywriting Hacks for SMBs.” The post 10 AdWords copywriting hacks appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2xYjmyY |
Archives
April 2024
Categories |