Tag Archives: google

Mobile ROI Calculator from Google

Google-SearchThese days, everything goes mobile – people, businesses and even Google. The year 2013 has been called already the year of mobile majority. The number of mobile devices is increasing and so does mobile advertising. Being world’s leader in mobile advertising, Google is a long-term thinker and is currently focusing on creating a full portfolio of metrics that would measure mobile advertising success. The new Google’s service called the Full Value of Mobile is developed to help businesses to analyze their mobile marketing effectiveness, both online and offline. As we know, Google has been playing with its AdWords program earlier this year. It was simplified in order to increase mobile advertising. However, companies had troubles to see a complete picture of how their mobile efforts influence their business.  That’s is why a need for the Full Value of Mobile service emerged.

For a local company, let’s say Michigan marketing agency, the launch of a new Google service predicts a brighter future. The Full Value of Mobile platform would give the opportunity to use features that Google has created outside of the AdWords service. Companies with limited financial resources for larger campaigns might benefit from Google’s mobile calculator and get a better sense of their mobile marketing effectiveness.

Google Launches “Full Value of Mobile” Calculator To Help Businesses Measure Online And Offline Impact of Mobile Marketing.

 

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Google Reader Added to the List of Dead Google Products

Photo Courtesy of: Slate

Google recently announced it will be discontinuing its Google Reader July 1, 2013. This has caused a lot of angry response from Industry Early Adopters/Influencers; one group even started a petition to save it.  Many people rely on using a reader to stay current on the topics trending in social media and digital marketing. There are many other readers out there, and some of them like Feedly, offer a seamless transition from Google Reader to their product. However, this is not the point.

The point is, Google is causing many people to wonder if it is worth using their products in the first place in fear that they will be discontinued. By taking action like this, Google is diminishing the trust of their users. Since 2011, 70 features or services have been eliminated. Slate created a Google Graveyard full of tombstones for all of their discontinued services pictured here. You can leave a flower for your favorite product on their website.

What this means for the internet marketing agency is it is more important than ever to be sure your digital platforms are diversified. This is also wise from purely a portfolio standpoint, but a lesson should learned that online platforms are in indeed transient.

 

Google Reader’s death sentence and fear of what’s next 

 

 

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Europe Set To Act Against Google

6764585321_7a93286294Four month ago European authorities issued a report about Google’s privacy policy. At issue is the bundling of Google products into a single service so Google would be able to draw from as wide a dataset as possible to counter Facebook’s walled garden. The issue is that users have little access to their data and no ability to prevent Google from acting on the data. European authorities, notably the CNIL of France, gave Google four months to reform. Monday was the end of the four-month period and now the CNIL is setting up a working group to at against Google.

Even though this action will be confined to Google products in Europe, it would be wrong for the American education marketing company to assume there will be no effect. Because of the sheer size of the European market any changes Google is forced to put into place might very well find itself over here as well. This does seem unlikely because the US market is so lucrative, but movement in European might bolster privacy advocates over here. Congressional action would be more likely using the European actions as political cover.

A possible benefit from this action, however, is Google’s response. This is a public opinion battle and if Google can seize the moment, then it can prevent punitive action from being levied. A way to do that is to make the data Google has collected seem savvy instead of an intrusion. Google could use the data to push relevant data at users and that might win them over to the data collection. Google Now is a product that can be at the forefront of this service. If that is Google’s response, then the education marketing company can expect to see a more effective method of reaching users.

Photo by Khalid Albaih

Google’s Consolidated Privacy Policy Draws Fresh Fire in Europe

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The Return of Google Catalogs

 

Google Shopping has been touched up and part of the revamp is to reintroduce Google Catalogs to users. Along with the reintroduction, there is now an iOS and an Android based version of the app, so (most) all mobile devices can now access the service. The catalogs can also be updated to include videos and image galleries as well as links outside the service. Using all of these new and available services is important for brands because it will help its catalog stand out as well potentially earn a more prominent placement in the featured Catalogs section.

While not necessarily an advantage for the digital marketing agency, the ability to include web links will help the social networking function of the catalogs. There is also sure to be further Google+ integration with the new service. One of the new services is also to make a difference between a brand’s feed and also a brand’s catalog. One pundit has gone so far to say the feed is for SEO purposes and will help when within searching the service as well as outside the service. The catalog, then, is made for users who are browsing and looking at search returns. Keeping this distinction in mind will help the social media agency access the new features.

Photo Credit: FindYourSearch

How to Prepare Your Google Shopping Feed Shopping Feed for Google Catalogs

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Facebook’s First Foray Into Local Search

images (1)Facebook is now a player in the local search market but only on mobile devices. The ‘nearby’ function is receiving an update, which is changing from a tool to see where a user’s friends have checked in to a tool that promotes discovery. Based upon criteria that Facebook is holding close to the vest it will now show nearby businesses and other places that have been entered into its database.

Users will be able to search and browse nearby locations. The criterion for ranking is a factor of star ratings, check-ins, Likes and recommendations. The rankings are allowed only by people who have checked-in to the location.

For the education marketing company this is good news. It offers a new channel for discovery and a valuable tool at that. One thing that must now be done, however, is that brands must have a Facebook Page. Only locations that have a Page will be shown in this new feature, because the discovery tool allows a link back into the location’s Page.

Facebook Gets Into Local Search With “Facebook Nearby” For IOS & Android

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Google Searchers Are Logged In More than Bing Users

The integration of social networks into search engines is a huge plus for the social media agency. It takes social networking engagements and places them into searches, increasing the effectiveness of those engagements for the driving of sales. A recent study by Conductor finds that search engine users are more likely to be logged into Google but not into FaceBook. This means the social search feature is often forfeited when people are using Bing.

The lesson of this study is easy to miss. Most readers might think this means they ought to forgo paying for search on Bing or optimizing their content for organic rankings in the Bing engine. If a choice between Bing or Google needs to be made, then that is a fine conclusion to be drawn. However, the truly important lesson of this study is about Google+. Most people use FaceBook and within the social networks FaceBook does produce more engagements and views than Google+ efforts. However, Google’s search engine is closed off from FaceBook’s huge data pile. This is why the social media agency should look heavily at Google+. Engagements on the smaller social network might not produce much traffic, but it does influence most people when searching whether they search on PCs or on mobile devices.

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Google+ Launches Its Enterprise Service

Over the months Google+ has been expanding its offerings. While it is still one of the small big social networks, its latest release is an attempt to capture a segment of the market that other social networks are not very involved within: the enterprise setting. Google+ now offers video integration with other Google products like Gmail, Calendar and Documents. Google+ is also offering a restricted sharing function to help productivity as well as some more administrative controls. The announcement comes with a timeline as well, the new services are free for use until the end of 2013.

If the social media agency uses Google+ as a collaborative tool, then this announcement will help it internally. This new tool will also help marketers. While Google+ is still without advertising, there is some small advertising function to Gmail. The big boost for the social media agency, however, comes on the back end. More integration with Google further improves its data about users and corporations. Even if specific user data is lost behind the enterprise wall, there are still associations that Google can measure and collect. This move also makes it more likely to increase the size of Google+ active users, as workers forced to use it at work are also more likely to use it for personal sharing and consumption.

 

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Microsoft’s AdCenter Rolls Out More Creative Ad Rotations

Having an arsenal of ads is important for the mid and the large sized brand. People respond to ads, but they are more responsive to differing ads. Multiple ads gain more exposure than a single ad displayed over and over again. Some time ago Google’s AdWords tested ad rotation based on differing metrics than just success, which is measured by higher clickthrough rates (CTR). Google received some flack for creating a 30-day period where the ads would reevaluate which ads were most effective. Many social media agencies cried foul because for them a 30-day period was not enough time to accurately measure ads.

Microsoft learned from the AdWords uproar and has implemented a new ad rotation feature to advertisers. It used to be that ads would rotate based upon higher CTRs, but a new feature available to advertisers allows an ad rotation that is more even. Even though CTR is one of the best metrics for ad evaluation, many advertisers want to expose people to more ads and not just the higher CTR earning ones. This is especially helpful for the social media agency because of Bing’s and AdCenter’s much tighter integration with social network data than AdWords can offer.

This new option is especially helpful as the social media agency experiments with ads. A newer ad, even if it its purpose is not a different experience, needs time before an accurate measure of CTR can be obtained. The old rotation option would move the newer ads to less exposure than established ads even if the newer ad turns out to be more effective in the long run. This move will also better help the internet marketing firm conduct A/B testing on ads.

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Facebook Search Will Be As Good as Google

The speculation about a Facebook search engine is fairly settled that it will happen. The debate has moved on to what the search engine will look like. Pundits claim that FaceBook cannot produce a search engine that is better than Google’s, because the algorithm will always need tweaking and Facebook, if it has enough resolve, cannot hope to be better than Google’s system. The interesting argument, however, is that Facebook’s search does not need to outperform Google.

Facebook search can offer a different type of search than Google can provide. Google can provide a comprehensive list of auto mechanics in an area. But FaceBook can provide normative search results, good auto mechanics in an area. Facebook can compile data about services from among its hundreds of million users and then render those results in a way that helps users determine which businesses to visit.

This lack of normative searching is Google’s primary weakness. It may try to preempt the Facebook move by creating a good recommendation service, but Facebook’s open graph is already sitting on a wealth of data that Google cannot compile in a competitive amount of time. Facebook is just a huge database of people and their relationships to other people and brands. The digital marketing firm needs to represent these brands by encouraging more engagement so the Facebook Search engine will recommend clients over other brands.

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Google Adds Structured Data Results to Webmaster Tools

One of the better tools for the brand that uses Google’s AdWords is the structured data mining Google does. Google scans websites and then compiles the rich text snippets which can be used to classify the website. The burden for the internet marketing agency has always been trying to create rich text snippets that are inline with what Google thinks they are.

Google has now updated its Webmaster Tools to provide that very service. Google will now display the snippets, so there is no longer any guessing by the agency how Google classifies its services. This update will help save the internet marketing agency effort and insecurity that it is not utilizing AdWords to its fullest extent.

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