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“Better the devil you know than the devil you don’t.” That famous quote applies to the many marketers who default to last-click attribution, even with its well-documented failure to take the entire customer journey into consideration. During ClickZ’s latest Masterclass on paid search optimization, in association with Fospha and Kenshoo, we surveyed 800 marketers on their greatest challenges.
No matter what industry you’re in or what your business does, you want to be as close as possible to the top of a search engine results page (SERP). And of course, SEO is what gets you there, taking into consideration more than 200 ranking signals, such as the quality of your content, backlinks, mobile optimization, and keywords.
Facebook the most mobile engagement of any platform, seeing more than 1 billion daily mobile users. With that in mind, Facebook made four announcements at Cannes this week: 1. Launching the Creative Hub With a simple interface and a guide to Facebook and Instagram ad formats, Creative Hub is designed to make it easy for users to sample different tools and features, and work to ...
Some brands don’t target well enough, while others go way too far, creeping people out. With personalized marketing, striking a delicate balance is the key. Personalization is an important skill for any marketer to master, but it’s also quite a difficult one. There are just so many different ways it can go wrong.
Before Vine’s popularity declined, Vine stars had transcended the platform to become actual celebrities. How has influencer marketing changed as it’s grown? Justin Bieber has 22 million YouTube subscribers. Rihanna has 21 million. Katy Perry and Eminem, 18 million apiece. These four musicians are among the most famous people on the planet, and none of them has even half the fo ...
Since 2011, Google and Apple have been competing to be the most valuable, according to Millward Brown Digital’s annual report. This year, Google is back on top. For the last 11 years, Millward Brown Digital, the market research division of London agency WPP, has been analyzing financial and market data, in addition to interviews with customers, to determine the world’s most valuable brand.
Different retailers have different priorities when it comes to their marketing budgets, but the most valuable brands – Amazon and Apple – are banking on search. We all know Amazon is the undisputed king of ecommerce. From November 2014 to November 2015, the company raked in more than $71 billion in online sales, which is more than Walmart, Apple, Macy’s, The Home Depot, Best B ...
While marketers realise the importance of mobile, many of them have yet to catch up with consumer expectations, or realise how SEO and mobile work together. Everybody knows that it’s the year of mobile (again). Everybody knows that smartphones are behind more and more internet searches. But still, not everybody connects the two.
Google I/O was full of announcements about upcoming products and enhancements. The most notable, such as Google Assistant and Google Home, revolved around AI. We’re in a seminal moment, said Google chief executive (CEO) Sundar Pichai kicking off the company’s annual I/O Conference in San Francisco.
Mobile adaptive sites and mobile responsive sights are the same, and both are synonyms for mobile-friendly… right? Not quite. Here’s a breakdown of the differences. Last year, Google shook up the industry by switching up its mobile search algorithm to favor mobile-friendly sites. A fairly self-explanatory term, “mobile-friendly” refers to, well, a site that works on the smalle ...
Yesterday’s over. Being different is what’s going to help you win tomorrow – not simply repeating your previous success. A century ago, Henry Ford made headlines with what seemed like an outrageous decision to double minimum wage. Instead of the standard $2.34, Ford workers would take home an unprecedented $5 for each working day.
For beginners, buying ads can be a confusing labyrinth of jargon and acronyms. To help you make sense of them, we’ve compiled this helpful glossary. If you’re new to buying ads, you may not know where to begin. There are a lot of terms; some, like targeting, are fairly obvious, while others just seem like an alphabet soup of acronyms. If you’re like, “AMP, CPC, DSP, what?” fear not.
Not getting too complicated with metrics is just one important point covered in an IAB conference session all about attribution. Earlier this month, the Interactive Advertising Bureau (IAB) held its annual Programmatic Marketplace in New York and here are the six key takeaways from our favourite presentation: “Cross Device Measurement and Attribution: Accuracy, Efficiency and Impact.” 1.
The countdown to ClickZ Live New York is on and with five weeks to go, our keynote speaker, renowned marketer Seth Godin, stopped by our office for a chat. With ClickZ Live New York just a month away – you’ll be there, right? – we invited our keynote speaker to come hang out with us. And we filmed it, just because we weren’t sure if you’d believe us when we told you who we got this year.
Facebook will soon make it easier for users to find the posts their friends have shared with them. The Facebook Search upgrade, which will roll out later this week, is based on the Graph Search beta users' feedback, as many people expressed interest in revisiting posts they've seen before, according to a blog post by Tom Stocky, vice president of search at Facebook.