Tag Archives: online advertising

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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YP Is A Surprise Leader in Mobile Advertising

5663152018_d6f3ca5060YP, formerly AT&T Interactive, released a press announcement that in 2012 it earned over $350milion in revenue from its mobile advertising exchange. The firm then proclaimed that was the second largest mobile advertiser in the industry. That is probably not true as Facebook should be the number two spot after Google. However the size of the revenue is shocking and it does point to YP as a potential serious contender.

This is good news for the digital public relations firm. Mobile advertising will be a future place for growth and having the options limited to Google and Facebook should give some firms pause. The two are often not in competition so the agency is not able to play one firm’s pricing structure off of the other. Another contender to play off of Google will help the digital public relations firms control prices. This is important to help encourage new clients take the leap into mobile advertising. It is also important to note that YP does use geotargeting methods, so it is on the cusp of the new methods.

YP: Our Mobile Ad Network Second Only To Google

Photo by Majiscup – The Papercup & Sleeve

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Twitter Releases Advertising API

As expected, Twitter announced on Tuesday that it is releasing an advertising API for its Promoted Tweets and Promoted Accounts. Several large firms (Adobe, Threadless and Levi Strauss & Co., for example) have been experimenting with the API already. An API allows advertisers to buy ads more quickly. The API also allows advertisers to link data of their ads being bought in real time with other data collection schemes. An example is an API that is able to measure TV viewing habits (as people tweet about certain shows) and then link real time ads with events in those shows.

The benefit for the digital marketing agency is a more responsive advertising platform. Linking advertising with other data collection services means ads will be better targeted and they will be more responsive to immediate changes happening that are the subjects of tweets. A more robust advertising service will also help propel it to be a legitimate contender with Facebook as a social network advertising platform. Overall this can mean lower prices all around for social media budgets.

Photo Credit: Artdesighnerl.v

Twitter Launches Promoted Products API, Letting Marketers Buy Via Third-Party Tools

 

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Users Seek Out Online Reviews

5584937714_c450eb6747One of the problems facing the digital agency is about the power of online reviews. It is great to receive good reviews, however, doubt about them is called into question when bad reviews start cropping up, especially reviews that are off base about the brand’s service. It may be tempting to discontinue any services that encourage online reviews. However, new data by eMarketer shows that would be a mistake.

65% of respondents somewhat trust online reviews. A brand that is missing online reviews is viewed suspiciously by many users. This is also true of brick and mortar businesses. 70% of respondents do online research and price comparisons before visiting a brick and mortar vendor. A plethora of positive review does make some people more likely to trust a brand, however that gain is minimal. Survey results show that negative reviews are better than no reviews and the brand should be consider them valuable to its marketing efforts.

Users Seek Out the Truth in Online Reviews

Photo by Margaret Ornsby

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Facebook Announces Lookalike Audiences

3185202042_059b9623d9Advertisers will soon find a new way to target their ads on Facebook. Facebook has been using its Custom Audience Tool as a way to allow advertisers to upload certain data points to create certain audiences. The new service will have Facebook analyze audiences for other members that appear similarly responsive to certain types of ads. Brands will now be able to reach into new audiences or new geographies based on similar demographics even if those users are not already fans of the brand.

This is a boon for the internet marketing. Ads on Facebook are already some of the most effective in the industry and this will help increase their ability to penetrate into new areas. These ads are likely to be less effective than ads geared towards people who are already fans of a brand. However, the ads will be able to expand reach so even if there is loss of some effectiveness, it will still boost over all exposure and also increase the number of fans a Page does have.

Photo by: Max-B

Target An Audience That Matches A Specific Profile With Facebook’s Lookalike Audiences For Ads

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Facebook Opens Up Emoticons for Small Updates

smile buttonFacebook is now testing a new feature that allows users to include emoticons in status updates. Lately Facebook has been prompting users to input their favorite color as well as favorite ice cream flavor and other trivial issues. Now users can update what they are reading or other quick update and then attach an emoticon to it for a quick nonverbal appraisal of the item.

One advantage of this service is to help stave off some competitors that are touting their quick visual survey of items. Instead of reading why someone likes a certain book, the user can see quickly how it evaluates the item in question. The better gain for the social media agency is more data for evaluation. The emoticons will help normalize data as well. Now a book will be linked to certain data points (enjoyed, liked, hated, etc) instead of needing to use semantic assessments to determine if a status is an endorsement or not.

Above all this change will help make the Open Graph more powerful so the advertiser can better target users based upon their data. This will help accelerate the mobile boom and make advertising more appropriate to the each individual user.

 Facebook Tries Letting You Share Emoticons Of Exactly What You’re Feeling, Reading Or Eating

Photo by: ntr23

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Bing Ads Coming to Facebook

5182163418_da1d8a30b4Facebook’s announcement of Graph Search was a large move for the industry. As Zuckerberg was announcing the new feature, Bing’s VP of Search, was also crafting a statement. He disclosed that Graph Search was collaboration between Facebook and Bing. We do know there is a partnership between the two handling the searches. If Facebook is unable to handle the request or if the query is for a web page, then Bing is the one handling the search results.

An interesting screenshot of the testing process was presented and in the upper left corner of the search is a search ad. The ad is labeled sponsored. Some pundits have been examining this screenshot and the supposed sponsored result for Bing’s involvement. The speculation is that Bing ads may soon find their way onto Facebook searches and possibly even into Facebook itself. If this does happen, then it is good news for the digital marketing agency. Bing can offer a good alternative to Google’s AdWords except it does not have the needed distribution. Some space on Facebook web pages would help resolve that dilemma and offer more advertising solutions for the digital marketing agency.

Are Bing Ads Coming to Facebook?

Photo by IvanWalsh.com

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Google+ Cracks 100 Million Unique Monthly Visitors

Google+ LogoNew data from comScore shows improvement for Google+, as it now joins Facebook, Twitter and Linkedin as having over 100 million unique monthly visitors. October 2012 saw it break into the club with 105 million visitors. The previous October the fledgling social network only had 65.3 million unique visitors, so it is seeing extraordinary growth. Google+ still pales when compared to Facebook, but its stand-alone numbers are still impressive.

Digital marketing agency’s that offer search engine optimization services need to make sure Google+ remains in its field of vision. Even though it does not boast the usage of even a crippled Facebook it is still important. Its raw numbers is large and that largeness is often lost in the eclipse of Facebook. Google+ presence also ties into other services like an improved awareness by Google places and Google maps which are services that Google does have domination within. The rule of thumb to remember is that a Google+ presence translates most directly into access to a user’s mobile device. They may not be using the service to share content, but they are using the service to access other features which are much more difficult to track.

Report: Google+ Has 105 Million Unique Monthly Visitors

 

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How To Gain More Retweets

Over at QuickSprout, Neil Patel has performed extensive research about the elements of retweets. He has compiled a nice infographic that helps explain some of these common elements and what the best practices are for earning retweets. This is helpful for the digital marketing company to study so it can make sure clients’ tweets are gaining as much traction as possible.

One of the first rules is to tweet links. Most retweets contain links. This is fortunate for the digital marketing company, because spreading links is precisely the task at hand. Another fortunate outcome for the agency is that asking for a retweet significantly raises the chances that a retweet will happen.

Another easy lesson, but not as inline with the goal of the brand on Twitter is to not speak about yourself. Talking about others or about other things is more likely to earn a retweet. Speaking of the content of the message, the tweet should be new. Retweets are less likely to be retweeted and the more original the content, then the more likely it is to be retweeted. The final best practice is a difficult one: tweet about Twitter. People love to be meta-oriented. This is harder for the brand to do, but a creative application can pay off dividends.

The Art Of Getting More Retweets

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Skype To Create Social Advertising Options

Skype has announced that its new service for Windows 8 will come with social advertising options. The details have not yet been spelled out, but it is encouraging for the social media agency because these ads will offer an ability to talk to advertisers instead of just passively receiving information. It is a new format that may offer new levels of effectiveness.

The first type will be an interactive dialogue. An example is with a Toyota customer. The customer will be able to speak with a salesperson and they will be able to customize vehicles as they talk about it. This advertising unit seems like it will be effective but it does presume a level of familiarity with the product that may not increase the conversion rate over a non-use.

Another option is called Sponsored Content where a conversation between two people will call up relevant ads. A discussion about a vacation may call up lists of top vacation spots.

The final ad unit is a Permanent Persistent Presence. These are ads that will be often available and always available. When clicking on the ad, then it is up to the advertiser how to handle the call. It may open a line to a customer service helpdesk or it may bring up video ads of another sort.

If Skype can bring these ads without angering people by being too intrusive is a question. If it does work, then it does seem likely the social media agency will be able to capitalize on this. Because some of the ads presume a captive audience, then they may be very effective.

Skype Introduces Social Ad Units for Windows 8

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