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yWeekly news: February 1st

Posted by YM Social on February 1, 2016 Engine Optimization

Google has revamped their webmasters portal home page with a new design and some brand-new tools.

Their new tools are:

The Webmaster Troubleshooter: designed to be a step-by-step guide to moving your site or understanding search console messages.

Popular resources: A curated list of popular Google Webmaster YouTube videos, blog posts, and forum threads.

Events Calendar: Office hours and events of Google’s team so you can meet them online or at a live event.

It has been awhile since Google has updated webmaster tools with a re-design.

Every webmaster uses (or, at least should use)  Webmaster tools in order to track search performance and other website metrics.


Digital Intelligence

Luna Metrics has posted a new article: A Better Way to Connect Tableau and GA

The pre-existing way to directly connect Tableau and GA has issues:

–        10,000 row limit

–        Sampling starts at 500,000 sessions, also applies to a request with too many dimensions

–        “Filters” (GA sense of the word) does not apply

Using the Web Data Connector for Tableau, the GA Spreadsheet Add-On and importing data into Google Docs you can then:

–        Filter your data appropriately before importing into Tableau

–        Easily maneuver around the 10,000 row limit by starting a second sheet at 10,001 (combine sheets afterwards)

–        Get around sampling by pulling smaller data sets

–        Combine data from different GA sources


Performance Media

Google released its annual bad ads report which revealing that the search giant disabled over 780 million ads in 2015 for policy violations.

Pharmaceuticals: Over 12.5 million ads disabled for pharmaceutical products that were either misleading, or not approved for use.

Google says it has developed the technology to determine when mobile ad clicks are accidental, and will be able to prevent users from navigating to an advertiser’s site that they didn’t mean to visit.

In addition, Google is going to crack down even harder on weight loss ads in 2016 by adding more restrictions on what advertisers can claim is effective for weight loss. The company also intends to implement new protections against malware this year.


Social Media

Facebook pages improves organic reach with a new tool targeting posts to interests, demographics and geography.

Over the past few years, organic reach has been in decline as FB algorithms cater content that appears on news feeds based on a user’s interaction on the platform. More are choosing to show friends’ updates over page updates.

Posts can also be restricted from being viewed by selecting an audience to block

This is important for brands because relevancy is increased when posts are tailored to custom audiences, and the more engagement a post receives, the more likely it will appear on others’ newsfeeds organically.

Additional Information:


Google files a patent to replace social media marketers!

Google’s system is built on email communication and when a linked is shared and clicked, Google’s pop-system will suggest how to share the link via social media.

Google will identify content within the email to show different suggestions on how to promote the content


Display Media

Google is expanding beta testing on a new ad product timed to Super Bowl 50 that will allow marketers to serve ads in real-time in response to relevant TV moments, the company said at a press event Wednesday.

The ads will live on YouTube as well as sites and apps on Google’s display ad network.

Participating marketers will need to pre-plan the content they want to run as part of Google’s new offering. But the product will allow for dynamic insertion in real-time, as the moment is happening or just after it occurred.

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yWeekly news: January 11th

Posted by YM Social on January 12, 2016 Engine Optimization

Bing search results are now live on AOL. 

The ten year partnership, which was announced last year kicked off on Jan 1st with Bing now controlling AOL’s web, mobile and tablet search providing paid search ads and algorithmic organic search results to AOL’s properties.


Digital Intelligence

The Digital Analytics Association  is hosting an upcoming symposium in LA.

Sessions include topics regarding data integrity, testing, product promotions, and multi-channel mapping.

Theme of the symposium (personalization) is still a holy grail among marketers and while efforts have been made to strive for the right message at the right time to the right person, there is still a tremendous amount of work to be done to bring the dream into fruition

Expert practitioners will be speaking and will also be available for questions on their own personal experience and best practices

Although not explicitly stated, many of the topics covered have direct relevance to PPC, Display, SEO and Social Media.


Performance Media

Bing announced a 10-year search partnership deal with AOL last June.

It’s official now. Bing currently powers AOL’s web, mobile, and tablet search as of last week.

Bing Ads are now enabled for AOL search traffic worldwide. Extends the reach and growth volume for all advertisers. Allow advertisers to reach a desired audience with AOL’s many established websites (ex: The Huffington Post).


Social Media

Snapchat Lets Publishers Link Directly To Their Discover Content on Facebook, Twitter

Snapchat is now letting publishers link directly to their Discover content on social networks like Facebook and Twitter and around the Web. This is a larger step in making it easier for publishers and Snapchat stars to draw traffic to the app from around the Web.

This has the possibility to dramatically increase traffic and users of the Snapchat App making it an attractive social marketing platform for the right demographic.


Display Media

LiveRail will be exiting the ad serving business.

The video ad server, SSP, and publisher monetization platform will be no more.

Facebook, who acquired LiveRail in 2014, has chosen to do this in order to focus on more profitable areas of business. This includes the Facebook Audience Network, which had about $1 billion in ad spend in Q4 2015.

Existing LiveRail customers will be migrated onto alternative ad servers or other publisher offerings from Facebook.

LiveRail, highlights Facebook’s current movement to expand its mobile ad network. The number of apps in this network has grown 10x year-over-year and now accounts for 6 percent of total time spent in mobile apps.

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yWeekly news: December 7

Posted by YM Social on December 8, 2015 Engine Optimization

In November 2015, release 2.2 took place.

Some notable changes took place with this release including the additions of:

–        branchCode to represent codes identifying business locations.

–        homeLocation and workLocation as subproperties of Location.

–        Barcode as a subtype of ImageObject.

–        GeoCircle as a subtype of GeoShape, geoRadius, geoMidpoint.

–        postalCode and addressCountry are now an expected property for GeoShape and GeoCoordinates.

–        countryOfOrigin property to Movie, TVEpisode, TVSeason, and TVSeries. And more.

“On-page markup helps search engines understand the information on web pages and provide richer search results.” –

Schema was adopted by all 3 major search engines back in 2011 and is helping search engines to become intelligent graphs of information. Staying up to speed with the new features and options being made available to us through the syntax is critical for us to stay ahead of the curve.


Digital Intelligence

GA blog has a post titled: Progressive builds a Better Mobile App with Google Analytics Premium

The post highlights how the insurance company used Google Analytics Premium, Google Tag Manager and BigQuery to improve app utility

It’s always elucidating to see how other organizations utilize certain digital products and how effective any strategic implementation of tracking and analytics  ultimately is

However, on the surface it seems like many of the improvements could have been achieved outside of any sophisticated product implementation:

–        Pinpointing where users crash on their app experience

–        Changing the lockout experience for app users


Performance Media

New Metric features from Google

–        Store Visits

–        Ability to view visits at Keyword or Ad Group level

Provides a way for retailers to measure offline ROI from online data. Advertisers can use insights from store visit data to decide which products are driving consumers to their stores


Social Media

Facebook launches live streaming and collages.

The Battle for Breaking News: Every major social media channel is currently focused on making their platforms the source of “news in real-time

Live streaming can be great for event type marketing and awareness. If done correctly, it can activate huge followings and provide branding opportunities

The more that social channels want to focus on being the “real time news” angle, the more brands need to adapt their thinking and shift their content to still be favored with what audiences are looking for as well as algorithm changes.


Display Media

AD Fraud, Pirated Content, Malvertising, and Ad Blocking are costing $8.2 Billion a Year.

IAB  reports that the costs will only get worse unless a strategy is laid out.

Over half this amount lost ($4.4 billion) is derived from “non-human traffic” or bot fraud. These are impressions that advertisers pay for but don’t represent contact with real consumers.

IAB has issued a “call to action”, asking industry leaders to step in and contribute to combatting this type of corruption.

This article continues serves as a reminder to be vigilant in our practices against bot fraud. As we continue to utilize ad verification through IAS on all of our buys, it is imperative that we investigate any suspicious data sets that we pull to keep the bots at bay.


Programmatic Buying Can Save Digital Outdoor Advertising

Digital Outdoor channel is advancing with the help of programmatic buying.

Digital Outdoor advertising has long been a tedious process of relying on humans to input codes and set campaigns up. With Trading automation, brands can buy slots automatically on a screen-by-screen basis.

In addition, the implementation of cameras on the screens can provide increased behavioral data on the audience that is viewing the advertisement, and inform dynamic advertising decisions. Offers in malls can be tied to store inventory and serve dynamic ads based upon this.

As the Digital Outdoor channel evolves, we will continue to observe it, identifying if it can be a viable channel for our clients.

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yWeekly news: November 16

Posted by YM Social on November 16, 2015 Engine Optimization

Google will now be sending out new Google Search Console messages for SSL/TLS certificate “does not include domain name” or HTTPS mismatch errors.

When you have an https:// error, it can introduce soft 404s into your website that are not normally detectable by programs like Screaming Frog or GSC.

This can be a problem because errors arising from https://, https://www omissions can cause serious problems with SEO by generating 404 errors where there should not be. Typically all variations should be allowed by the SSL certificate and should be crawlable: https://, https://www, and https://* [wildcarding (*) anything].

Because they don’t typically show up in reporting, these issues can go on for awhile before being discovered.


Digital Intelligence

Google announced the release of TensorFlow: a machine learning system that is now open source

Days after, Microsoft announced DMTK, FB announced Torch earlier this year and there are other platforms like H20 which are already free: a larger trend of making machine learning open source by default and in part, to utilize wisdom of crowds

Hiding behind black box algorithms (i.e. attribution vendors) will not be normative in the future, and neither will exorbitant pricing for creating a process for complex analysis, tasks, etc.

Broad range of applicable use of a platform that is backed and utilized by Google itself

Algorithms work best when in the hands of many but also have many data points to process as well


Performance Media

Google is testing a new ad format where consumers can subscribe to get the latest offers and updates from multiple retailers via text message on their cell phone. Consumers would subscribe from the ad and start receiving these relevant offers and updates.  Consumers can also choose from a variety of categories they want to see deals on.

Majority of holiday shoppers used their cell phones to hunt for the best deals last year. This new ad format will entice consumers to shop and spend more with the latest deals right in front of them.

You can give it a try by texting “JOIN” to the numbers list and get holiday deals from some retailers:

For Black Friday: 847-904-0608

For Cyber Monday: 847-906-8958

For general holiday deals: 847-904-0596


Social Media

Pinterest Introduces Visual Search Tool:

  • A new in-Pin search tool will be a major benefit for users looking to find a specific item — No search queries required

Users find the actual products that pique their interest, with no textual input required.

In-Pin search results will only include organic Pins:

  • Encouraging more organic participation from marketers on the platform if they can’t buy their way in with a Promoted Pin
  • This will make Pinterest a more complete destination for product search


Display Media

Google Adds Programmatic Support for Native Ads

Google is now offering programmatic ads for native content and mobile video publishers. Publishers can offer native ad units available for programmatic demand.

Native is a rapidly growing portion of the overall digital media spend. Google has now combined both programmatic and native ad inventory to be bought on Double Click Ad Exchange.

Currently, Google’s programmatic monetization is restricted to mobile app ads, where the company sees the greatest opportunity. However, Native web ads – both desktop and mobile, will follow in 2016 (available in open exchange and private marketplace buys).

With this new process, advertisers are able to provide a collection of ad assets, from which Google

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yWeekly news: October 28

Posted by YM Social on October 28, 2015 Engine Optimization

Google starts using “instant answers” in Chrome. This auto-completes queries with answers to questions as a sub-bullet. They have taken their mission to take the world’s information and “make it universally accessible and useful” another step further by displaying knowledge graph-type results directly in Chrome’s desktop address bar. The types of queries this impact (so far) include: ages, timeframes of significant events, & sizes of countries & states.

Users will be getting answers to their queries faster and with less effort. For SEOs, if a user is looking for a simple answer, what is their incentive to click on or finish that search result? If Google starts bringing more information into its address bar, we could end up seeing a decline in search volume and possibly traffic to our most user-friendly, informative pages.


Display Media

REvJet introduces a new Acronym: CSP (Creative-Side Platform)

8 weeks ago, RevJet began working with Microsoft, aiming to unify ad creation, serving, testing, measuring, and optimization into a single platform for desktop and mobile display, video and social.

RevJet integrates with whatever demand-side platforms (DSPs) its clients are using. Right now, these include Rocket Fuel and Radium One. For example, a creative agency would develop a series of display ads, running multiple iterations of the ads against each other simultaneously. Once it is clear which piece of creative is best performing in terms of clicks and conversions, the lower performing ad was halted, and the higher performing ad continued to be served.

With this new CSP, there is a potential to increase conversions  per thousand impressions and to see creative as a revenue center rather than a cost center.


Digital Intelligence

Google launches new Shopping Insights tool in time for the Holiday Season.

Uses actual AdWords search data to allow for exploring trends and popularity of products across the US. Drills down to city level, and trends over time (can play a timelapse trending video)

SEM has had tools like this for a while, and similar to Google, but focused more on the interactive mapping and heatmapping experience , rather than overall search term trends. Preset filters allows you to drill into specific shopping seasons only, device type, and location.

Search terms are limited to product searches. Shopping Insights works best when tracking major trends. The beta version currently includes data for the 5,000 most popular products on Google Shopping between April 2014 and September 2015.


Performance Media


Bing Ad’s now offers remarketing capabilities for search and shopping channels. Remarketing efforts, currently within Google, allows advertisers to revisit consumers who have shown a consider amount of intent. These efforts usually perform at a higher CRs while driving lead volumes.


Social Media

Instagram introduces Boomerang

Boomerang takes a burst of photos and stitches them together into a high-quality mini video that plays forward and backward. Shoot in portrait or landscape.  Share it on Instagram.

This is yet another tool that, given this reversing capability, we as marketers can get incredibly creative with for clients moving forward.


Facebook has just added the ability to upload 5-7 images that Facebook will automatically make a video.

Basically it’s a light version of Instagram’s Boomerang specifically used for Ads.

For our brands, we can now get more creative making moving images and mini videos to run in the background of our ads to be more eye catching and potentially improve results across all Facebook ad metrics and KPIs.


Twitter has announced Twitter Polls.

Now anyone at any time can quickly and easily poll their audience. We can utilize this tool in order to gather several data points from customer sentiment to product testing and review data.

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How to Use Content Marketing to Grow Your Business

Posted by YM Social on October 26, 2015 marketing is the reigning king and has been for over a century.


Enter ‘The Furrow’. Unless you were born very early in the last century or even the century before that, you’ve probably never heard of it but it was one of the earliest pioneers of content marketing. First published by John Deere in 1895, it is widely considered to have begun the trend of large companies offering consumers helpful resources geared toward their product owners while piquing the interest of potential consumers in their industry to expand their market share. This, along with other marketing tactics by the company obviously worked because the John Deere company is ubiquitous and hugely successful in the farming, agriculture, and riding mower industries.  It all started being the helpful brand.


Now we fast forward 120 years and content marketing is everywhere, and shows no signs of slowing down. In fact, all the moves that Facebook is making places an even larger emphasis on original content.  Last year Facebook changed its algorithm to focus on what it called “high quality” content. If marketers don’t adjust their tactics, they will lose relevence and their audience completely. So what’s a marketer to do? Follow the POES, it always knows!

In this case, POES stands for Paid, Owned, Earned, and Shared Media.

Paid Media – Display ads, banner ads, pay per click search ads, and sponsorships. Paid Media is effective for advertisers because there is a degree of control, scaling, and it can be implemented on demand. Marketers now have another option to grow their brand as the helpful and trustworthy brand that, if done properly, can add a tremendous boost to your marketing efforts.

A big player in this space is the ever-expanding world of Social Advertising that is now available on various social platforms like Facebook, Twitter, Linkedin, YouTube, Instagram, and Pinterest. If done correctly (not spammy, too sales driven, or too pushy) they can help all other marketing efforts simultaneously. Remember, you are advertising to people during their free time, when they are talking and connecting to their friends and family. Respect that, and use it to your advantage when crafting your content so they promote your brand through media sharing, (more on that later).


Owned Media – All media assets that your brand owns and controls. Websites, blogs, newsletters, and social media accounts fall into this category.  Major brands are now staffing entire content marketing and editorial teams to manage, steer, and promote their content creation streams online.  Much like ‘The Furrow’ that I introduced you to earlier in this blog, companies now count on this modern content marketing to facillitate brand discovery through social channels and online search. This content informs, engages, and fosters relationships between the brand and customer throughout their lifecycles, so the customer can count on these brands to be the trustworthy authorities in their field.


Earned Media –When your public & media relations earns brand coverage through various publications online and off. When businesses establish a positive brand presence, they create a buzz without having to advertise. They let the news media outlets, bloggers, and their satisfied customers share brand laurels on social media and beyond.  Brands have recently utilized the strength of their social audience by empowering them to share and publish content on behalf of the brand, thus inspiring even greater word of mouth. This can also be done by a tremendous customer service component in your business. We have an instant feedback loop now. A marketer and a company needs to listen closely to your audience. They are trying to help you improve your organization.   Someone complaining online is your opportunity to turn this aggressive complainer, into a company advocate. Earn their respect, and earn them as an amplifier for your brand. Should this case turn into a positive resolution, you can likely turn the client into a case study and use them for testimonials content marketing if they agree to participate in your study.


Shared Media – Where all of the aformentioned marketing efforts come together with the help of your audience. Remember that loud-mouthed disgruntled tweeter turned brand advocate? He will spread your brand’s good word if you use the relationship your brand has fostered with him properly. A company’s social media presence today should be built to make it simpler for fans to share with one another. This is an opportunity to spark conversations regarding your brand through the content you create, publish, share, and promote. In order to for all of these facets of content marketing to work synergistically, your content needs to speak to your audience in the way they want to be spoken to.   This is shared media.  When wanting to leverage shared media content, keep the end user in mind, as well as the actions you would like them to do with your content.  Whether it’s sharing, watching, or engaging through comments, make sure you are creating the right content in the right channels to optimize for shareability.


Remember, when your brand is providing consistent, informative, authoritative, and helpful information, your brand builds trust. The more your audience trusts you, the more they share your content. The more they share your content, the more positive sentiment around your brand is nurtured.  The more positive sentiment around your brand, the more successful your company is as a whole. Content marketing can contribute to the five attributes of successful search engine optimization: QUART: Quality, Uniqueness, Authority, Relevance, and Trust. Do this by utilizing all of the above media, and your brand and audience can work together synergistically to create a holistic marketing machine to drive your business for years to come.

Find your key market segment. Build you brand.  Build your reputation.

One post, tweet, and customer interaction at a time.



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yWeekly news: October 19

Posted by YM Social on October 19, 2015

rDa_CpqYSearch Engine Optimization

Google has announced that a prior recommendation they made for webmasters to make pages created with AJAX technologies crawlable has been deprecated due to advancements in their crawling abilities.

This shows how far Google has come in regards to rendering JavaScript and AJAX technologies.  Previously pages built in AJAX were unable to be read by Google, now as long as you aren’t blocking Google from crawling the JavaScript or CSS they are generally able to render and understand your web pages the same as modern browsers.

As Google becomes more advanced, out-of-date guidelines that are made redundant by new automated processes will no longer be necessary.


Display Media

Facebook Readies DSP Product for Early 2016 Launch

In early 2016, Facebook’s Atlas team will be rolling out a demand-side platform (DSP) capable of executing programmatic buys.

This adds a new dynamic to Facebook’s ad platform business, which already includes an ad server (Atlas), sell-side platform (LiveRail), and ad network (Audience Network).

This new DSP will push the Facebook data set into an addressable targeted display program through Atlas. This feature set beyond the activation of Facebook’s cross-device audience data is still being defined. In addition, there is no information about integration of third-party data sources.

With this new DSP, Facebook now offers a poignant product line that integrates people-based marketing, and cross-device measurement with the rest of their ad platform business. This will compete directly against DCM.


Digital Intelligence

In 2014, five people died in New Orleans in a house fire. Three of them were children. There was no working smoke alarm. So the city analytics team and New York-based data group Enigma developed a model to predict which blocks in the city were at high risk.

Data for social good continues to be a trend seen across many verticals: including design, analytics, programming and non-profit organizations.

While there are various organizations  like HRDAG, DataKind  and Data Analysts for Social Gooddefining problems, designing for people and having the end goals in mind are critical components for such ventures.


Performance Media

Google Introduces Shopping Assortment Report in Google Merchant Center

Quickly discover top products that are not currently being offered in your Merchant Center product feed and identify new brands and products to add to your assortment.

Provides a near real-time view into online consumer demand for shoppable products

–        Benefits:

o   Identify popular products you don’t currently sell

o   Identify products you sell but may have forgotten to include in data feed

o   Identify products with incorrect GTIN (product identifier)


Social Media

Pinterest place pins will allow users to contact and find local retailers on iOS platforms.

Starting this week, pinners will now be able to call and get directions to brick-and-mortar locations through the app. Users will also be able to see store hours and tips left by visitors.

Pinterest pulls their location data via the public Foursquare API. Businesses using Pinterest should make sure that their Foursquare information is accurate.


Facebook is currently testing a dedicated hub for users looking to watch videos on the platform, helping them “discover, watch and share videos on Facebook that are relevant to them.”

To access this video section, there will be an icon at the bottom of the iPhone app or users can access it through their “Favorites” section on the left-hand side of the news feed.

Facebook populates the feed with videos users saved for later, videos from friends, Pages they follow and videos based on their interests and FB engagements – such as “suggested videos.”

  • Suggested videos will present similar videos to what users just watched and allows spots for ads
  • A “pop-up” interface for video watching
  • A new “save” for later button for videos
  • Users can now watch videos while scrolling through their newsfeed


Facebook announced that they are creating a new feed dedicated to shopping, allowing users a place to find products outside their News Feed.

Those who shop through this new feed will experience a fast-loading full-screen catalogue of items to purchase. Users can access the feed through the favorites section on the app and will be shown products based on their likes, interests and FB connections. They’ll also be able to search in this field.

  • The platform will also extend access to its immersive ad unit for e-commerce merchants. The ads, called Canvas, allow marketers to display products in a “catalogue” format.
  • The “buy button” option is currently not included in this interface, but experts believe it won’t be long until it’s added.
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yWeekly news: October 16

Posted by YM Social on October 16, 2015

rDa_CpqYSearch Engine Optimization

Gary Illyes  from Google  confirmed  a few things  at SMX East :

–        John Mueller’s prior announcement of a coming Penguin update.

–        Announced that the next Penguin update is in the “foreseeable future”.  SERoundtable speculates that it may come as early as  within the next few weeks.

–        He also stated that it should be the real-time/continuous version that we are expecting.

This is a major algorithmic change and it is the first time that the algorithm updates have been in real-time. If you get slammed by Penguin and the algorithm is real-time, as soon as Google processes your link removals  (like disavows  or they are actually removed) you can potentially recover immediately.


Display Media

Google Display Network Will Charge Only For Ads That Are Viewed

In the next several weeks, GDN is moving to 100% viewable. Google will move all CPMs to viewable CPMs in its display ad network.

Definitely a welcome news to advertisers worried about the Google’s stat that 56 percent of online display ads never have a chance to be viewed.  Among the reasons for their invisibility: they are low on a page, they have scrolled out of view or they are in a tab that isn’t activated.

GDN to become one of the only media platforms where advertisers don’t pay for an ad impression unless it was viewable. This means your media dollars will only be spent where they can have impact. In the next few months, all campaigns that buy on a CPM basis will be upgraded to be viewable CPM (vCPM).

With this all advertisers will be able to see viewable metrics so they can make better decisions.


Digital Intelligence

AdBlock Extension is quietly sold to a Mystery Buyer.

40 million users on Chrome & Safari use this extension.

Although there are 2 prevailing AdBlockers, both started as Open Source, but this one is the 2nd most widely used and went private a few years ago (2013).

Nobody pays attention, and since this has more users, it just gets installed more than the others and now some mystery company owns them. You can’t avoid ads because someone will buy the ad blocking company and let their ads through.  What a world we live in.


Performance Media

Google announces Customer Match

Upload Emails Lists for Search, Gmail and YouTube Ad Targeting

Customer Match marks the first time advertisers will be able to set bids and create specific ads tailored to customer audience segments built with first-party data

The ability to set bids and create ad copy based on advertiser data on customers could be more powerful than doing so based on site visitor behavior


Social Media

A slew of small things that are rolling out in the social sphere around Facebook

–        Profile videos:  Facebook is rolling out the ability to update your profile with a 7 second video instead of just a static image

o   Profile videos will allow brands to stand out and grab user’s attentions in newsfeeds, helping to gain engagement and attention. Per the Facebook way, these usually roll out to personal profiles for testing, before integrated into brand pages.

–        Instagram being shown in Facebook settings:  Continuing to lean towards the ability to sync Instagram ads through Facebook ads manager, hints of the integration are showing up in page settings

o   Instagram integration: with 53 percent of Instagram users follow their favorite brands, paired with Facebook’s targeting, Instagram will continue to be a sought after marketing platform

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yWeekly news: September 28

Posted by YM Social on September 28, 2015


Search Engine Optimization

Google has announced a faster and more accurate voice search, which replaces the technology they adopted in 2012 and is said to be more effective in noisy environments.  The new models Google has created are now being used for voice searches and commands in the Google app on both Android and iOS.

This shows Google’s continued dedication to voice and natural language search.This will allow voice search to be easier for users and potentially increase adoption


Display Media

Ad Blocker Usage Highest Among Key Advertiser Demos: Millennials and High Earners

Study by Sourcepoint and comScore shows people who use ad blockers are more likely to be the types of high-value consumers marketers aim to reach: young and well off. Ad blocking skews younger, with 18-24 year-olds using ad blockers most often in all regions the study looked at.

The increasing use of ad blockers is concerning to both publishers, who stand to lose more revenues, and advertisers, who could lose access to coveted audiences of high earners and Millennials


Digital Intelligence

There’s been a recent flurry about actual data scientists writing about the work of the job, interviewing, and tips for preparation

The term “data scientist” is used as a misnomer for many open positions; the posts referenced above refer to how the emerging field is still searching for the guardrails on mainstream definitions

Many schools of thought agree that there are at least two types of roles: builders and analysts; not many companies or agencies even have the analytics maturity to effectively use either

As technological tools continue to evolve to make complex analytical techniques more accessible, digital advertising will begin to see more transparent depth and sophistication at its disposal.


Performance Media

Google is releasing Dynamic Callout Extensions

Dynamic callout extensions will automatically pull information about the business and products from your website into search text ads. If you have your own callouts set manually at the campaign or ad group levels of your accounts, those will trump dynamic efforts by Google.

On the flip side, Google still recommends adding and optimizing callouts in your accounts because dynamic callouts may not show for all advertisers. Unlike regular callout extensions, dynamic callouts are currently only available in English.


Social Media

Facebook will begin passing browsing data from websites and apps that use their Like, Share or Send buttons into their ads system. Users would just need to visit a page with the enabled buttons for their browsing data to be captured.

Until now, interest-based targeting has been limited to what users do on the platform, but now advertisers will be able to target ads using browsing data in FB properties as well as through their in-house mobile ad network.

How granular the targeting may be is still up in the air, but FB’s example is: “… if you visit hotel and airline websites to research an upcoming trip, you might then see ads for travel deals on Facebook.”

FB will launch this new targeting capability next month.

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yWeekly news: August 25

Posted by YM Social on August 25, 2015


Search Engine Optimization

Google expands site links on mobile SERPs.

John Mueller, Google Webmaster Trends Analyst said that “a desktop site is no longer necessary.” Shree Vaidya, head of SEO at Engage Interactive, believes this Google update is along those lines, to an extent. He thinks the expanded site links are more about device unification than prioritizing mobile over desktop, however.

Beyond device unification, Vaidya thinks expanded site links on Google are about staying ahead of the curve. Like the Knowledge Graph and Maps, the latest update to the SERPs creates an improved mobile user experience, eliminating, in Google’s eyes, the need to use other search engines.

Display Media

The Content Marketing Platform Livefyre Enables Ads In Comment Threads

Publishers now have the option to insert ads right into the comment threads on their sites. It lets publishers sell inventory using their current ad system. This tool empowers publishers to monetize their on-site engagement by offering premium ad inventory.  Ad formats can be Display or Sponsored social posts


Digital Intelligence

Snowden leak documents revealed incredibly close relationship between AT&T with the NSA to help spy on the Internet. AT&T provided complete access to their Main Data Stream, which includes Cable Landing Areas (transoceanic fiber optic lines), and all internet backbone traffic. Relationship goes as far back as 1985 (phone calls, long standing relationship)

AT&T installed an “NSA Room” at key data centers in the country for complete and unabridged access to all internet traffic in the country and most nations outside the US as well.

–        Blind sweeps, which is unconstitutional

–        Included complete tracking on all communications at the UN Headquarters

–        Issue has not gone away, and is spurring a new industry, most notably with Encryption & Security/Privacy:

–        Tracking at forefront (Do Not Track)

–        Secure Email (ProtonMail)

Makes it more difficult for us marketers to do our jobs.


Performance Media

Google has announced that those that manage Google Shopping campaigns will now have a slew of new bidding options in AdWords.  These new targeting options include maximizing clicks, leveraging Enhanced CPC and optimizing for ROAS.

Managers who run Google Shopping can now leverage the same bidding options that are available for keywords on their shopping campaigns. This has the potential to be a gain from an efficiency standpoint since managers can test out each automated bidding option and leverage the one that provides the largest return.


Social Media

A new PEW report was released on social media habits of Americans.

The report confirms a lot of what we already know about millennials, Facebook and the rising use of message apps, but the data reveals “the noteworthy and rapid emergence of different kinds of communication tools serving different social needs.” Some of the main findings released this week were that young adults LOVE messaging apps. Just under half of the 18-29 demo pool reported using these apps. 67% of internet users are smartphone users. Facebook is still king of social media, but Pinterest and Instagram doubled its usage since 2012. 59% of Instagram users are on the platform daily, 2nd to Facebook with 70% of its user on the social network daily. 35% of Instagrammers visit the platform multiple times a day.

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