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yWeekly news: March 8th

Posted by YM Social on March 8, 2016

y.marketing.color

Social Media

Twitter’s new algorithmic timeline became available globally.

The new timeline will show a compilation of the best tweets that users missed while they were away from the service. These tweets will appear at the top of the timeline in Twitter’s apps and on the web.

How it’s relevant?

This is important for brands as it still allows marketers to reach their followers even if they are not online, if they typically interact and are interested in the brand.  It places even more importance on brands to put out good engaging content that their target demo will interact with and share.

 

Twitter announced this morning a new customer service tool, prompting customers to engage with companies via direct messages.

They also launched a way for customers to offer feedback after such an interaction. Businesses can now add a deep link to Tweets that displays a call-to-action button, prompting users to send a direct message.

How it’s relevant?

Customer service on Twitter has grown 2.5x over the past two years, making these tools vital in allowing brands to better talk with customers via Twitter.  This allows brands to more deeply connect with clients and place an ever-expanding importance in social media as a customer service tool offering each client interaction the opportunity to build brand affinity.

 

Search Engine Optimization

Google Search Console Search Analytics data is stuck… 

  • Google has confirmed this is an issue and data hasn’t updated since 2/23/16

How it’s relevant?

This issue is impacting the pulling of monthly search console data for SEO and may also delay monthly reporting for clients if not resolved soon.

 

Digital Intelligence

DCM has turned on “Data-Driven Attribution” models, powered by Adometry!

How it’s relevant?

Previously, the only attribution models available in DCM were a handful of simple, pre-set models such as last click, time decay, and linear attribution, along with the ability to customize each of these with user-set interaction weights

Now, each parent advertiser is eligible to create one intelligent, data-driven model, utilizing the Adometry algorithm

All you have to do is “Create new data-driven model,” select your key conversion(s), and turn it on; it’ll take a week to learn, then it will be ready to use

Source: http://doubleclickadvertisers.blogspot.com/2016/02/enable-better-decisions-with-data.html

 

Performance Media

Google has spoken about its recent change in eliminating right rail ads on the search engine results page.

How it’s relevant?

They are showing no impact on CPCs, but they are using an incredibly high-level, macro view, so it doesn’t focus on competitive terms.

Total number of ads that can possibly be shown on a page went down from 12 to 7.

This change better mimics mobile results which is the direction they are always headed.

PLAs (The Shopping image ads) are still being shown in the right rail as they have seen success there.

 

Display Media

TubeMogul is rolling out an automatic make-good program on fraudulent traffic.

This creates a streamlined process and standard for advertisers to receive the credit for all fraudulent traffic.

How it’s relevant?

Previously, when fraudulent traffic occurred, an ad agency would have to express that these were due a certain amount of impressions/monetary credit. Then, the vendor would verify and finally issue the make-good through updating the invoice or insertion order.

This new program automatically provides a credit to their clients’ invoices for all video impressions it buys on the open exchange delivered by non-human/bot traffic. This not only makes the process more convenient, but it would provide us with 100% non-fraudulent impressions.

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Exclusive: Google & Microsoft CEOs Speak Out on Facebook IPO Frenzy

Posted by admin on May 18, 2012

facebook-ipo-microsoft-googleHidden beneath the pure shock and awe of Facebook’s record-setting IPO are some fantastic storylines…stuff Hollywood couldn’t even imagine. Sure Mark Zuckerberg is now the 24th wealthiest individual in the world and yes, by raising $16-18 billion dollars in Facebook’s $100 billion IPO this ranks among the highest offerings in U.S. History, alongside GM and Visa.

But the real narrative is the story behind the story, known intimately only by a select few. Many of us are familiar with the juicy relationship storylines between former Facebook CFO Eduardo Saverin, Zuckerberg, and Sean Parker from the depiction in “The Social Network” movie. It’s what made the movie compelling. Well, are you ready for the sequel?

Watching Conan O’Brien’s appearance on The David Letterman show the night before the Facebook IPO, we were fascinated by the “inside” jokes shared between the two Jay Leno rivals. The adverserial relationship and disdain for Leno was DEEP! So we found ourselves wondering, what did Sergey Brin and Larry Page think of this entire Facebook IPO craze? What about other Internet titans of tech CEOs like Microsoft’s Steve Ballmer, Amazon’s Jeff Bezos, and Apple’s Tim Cook.

So…our ymarketing reporters tracked down these men for an in-depth interview. Read on to hear what they told our intrepid reporters:

Steve Ballmer, CEO Microsoft:

facebook-ipo-microsoft

YM: Microsoft’s $240 million investment in Facebook in Oct ’07 is now worth as much as $1.4 billion; can you comment that incredibly profitable investment?

SB: “Ahhhhhhhhh!”

YM: Okayyy. At the time you made that investment more than four years ago, Facebook’s worldwide users were 50 million and U.S Visitors 30.6 million/month; but today those numbers have ballooned to 900 million users and 159 million visitors. What do you think that growth means to competitors like Google?

SB: “Ahhhhhhhhh!”

 

Larry Page & Sergey Brin, Google Founders:

google-facebook-ipoYM: Back in 2007 when Microsoft invested $240 million in Facebook for a 1.6% stake many thought it was an over-valued gamble. But it’s widely known that Facebook chose to take Microsoft’s money over Google’s. Looking back, how disappointed are you that Google didn’t win that investment bid in FB?

LP: “Are you asking me if we’d like to have another $1+ billion? Heck yeah! But we’ve made 61 acquisitions or investments since that time and we are sure one of them is bound to do better than Facebook. We think Like.com ($100 mil deal) and Slide.com ($228 mil deal) should be household names any day now.

YM: Like.com, oh we get it now. This sets the stage perfectly for a fun lawsuit between the two companies. At any rate, Sergey, when you realized that with this IPO Mark Zuckerberg’s $19+ billion net worth made him the 24th wealthiest person in the world–displacing yourself and Larry–what was your reaction?

SB: “So what, it’s just a few hundred million. When Google+ passes Facebook we’ll see who has the last laugh.”

 

Jeff Bezos, CEO Amazon:

amazon-bezos-facebookYM: A great deal has been made about Mark Zuckerberg’s $19+ billion net worth and how it made him the 24th wealthiest person in the world, displacing Sergey Brin and Larry Page from Google. But Zuckerberg also passed you on that list, didn’t he? Did he not, sir?

JB: “Well what did Sergey and Larry say to you about it?” 

YM: They weren’t happy. We could tell by their expressions. But they did say Google+, Like.com and/or Slide.com would take off any day now.

JB: “What? They own Like.com? LOL! That’s gotta be a fun lawsuit between them.”

YM: Yeah, right! That’s what we said. But Mr. Bezos, can we call you Jeff? Jeff, back to the question: How does it feel to be looking up to Zuckerberg on that Billionaires Mount Olympus?

JB: “Let’s play a word association game. What do you think of when I say, ‘cloud’?”

YM: Ok, we see where you are going Jeff. Amazon’s investment in the cloud is like investing in digital real estate. You now own the best waterfront server-space property in the world. Someday, all these companies are going to have to pay you to do business. Right?

JB: “Well yeah, but no. When I say ‘cloud’ I think of the sky, of the infinite unknown, of my BlueOrigin space exploration project. You see, what we’re doing is … “

YM: Uh, sorry Jeff, gotta run…bye.

 

Tim Cook, CEO Apple:

facebook-apple-cookYM: What does the Facebook IPO mean to Apple and its business?

TC: “We think it’s great. The more people that use Facebook, the more they’ll want our iPhones and iPads. Our stock should rise with theirs.”

YM: Looking into the future, are you worried about Facebook’s power?

TC: “Facebook, MySpace, Pinterest, Digg…these properties will come and go but all of them need a user platform. We believe ours is second to none. The future? We all know it’s in mobile smart phones. And it’s not like Facebook has a fPhone!” 

YM: Actually, the prevailing opinion is that Facebook will launch a mobile phone this year with HTC. Perhaps, this IPO was actually designed mostly to fund that launch?

TC: “WTF!? They’ve gotta a phone now! What’s next, Facebook-Skype chats that are far better than our Face Time? [YM reporter raises eyebrow, pausing] Wait a minute…dang! Well, we still have Siri, right? [YM reporter takes long pause] Oh no, you don’t think Microsoft is going to help them with voice command technology do you? Ah, come on!” 

YM: So you know we’ve been talking to the other Internet tech titan CEOs about Mark Zuckerberg’s $19+ billion net worth and how it made him the 24th wealthiest person in the world, above them. How did it feel for you?  

TC: “How much are all those guys worth? Did you say nearly $20 billion? Are you kidding me? Our stock is up nearly $200 since I took over and these billionaire’s companies have a fraction of our revenue. This interview is over.” [Picking up phone, TC: “Margie, get my agent on the phone, now!] 

DISCLAIMER:

This blog quite obviously uses the names of public figures for purposes of satire. The content of this post should in no way be construed as factual. It is a work of fiction.

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Google+ 5 Months Later – Should Brands Care?

Posted by admin on December 15, 2011

Google + 5 Months LaterSince its initial launch, Google + has made plenty of waves in a very crowded social media ocean. As a digital marketing agency we found it impossible to avoid the initial flood of Google + reviews, critiques and endorsements as they jockeyed for position throughout twitter streams, news tickers and blogs across the web. 

However it wasn’t long until the chaos surrounding Google+ began to subside, leaving many wondering if there was any real need for yet another social networking site? 

Within a month of its launch Google+ would soon claim upwards of 10 million users but many doubted the true staying power or long term impact of Google +. Does anyone recall Google Buzz or Orkut?  Each of these efforts was met with varying degrees of success and commanded the attention you would expect of a product released by a company like Google.  However, both have dropped pretty far off the radar, if not completely.

Fast forward four months down the road to October.  Google+ has quadrupled their user base to an estimated 40 million but much like its predecessors, the dark shadow of a quiet hype-less post-launch  was growing larger and darker by the day. Detractors grew in numbers, “nay-sayers” typed their vindictive “Told-You-So’s” vigorously and the online buzz returned, but this time it to pose the question, “Has Facebook’s lead competitor fallen to the wayside?”

Open for Business

Then in November of this year Google+ announced some exciting news; that the much-anticipated Google+ “Pages” was now officially open to the public, finally allowing businesses to connect with users of the network. 

The strategic integration of many Google+ tools and features into Google’s various other web services, has quickly furthered consumer awareness efforts, increased the network’s user base and threatens to accelerate Google+ past the phase of just early-adopters to a place no-other Google social network has ventured before – the main stream. 

With Google+ now open to businesses, Google has begun the strategic integration of many of their new social network’s tools into a variety of their other web services such as Gmail, Google Apps and their all-powerful Google search engine.  With a user base steadily growing and awareness at an all-time high, there are a number of Google+ tools and features that companies should be taking advantage of.

Google+ Direct ConnectDirect Connect: Earlier this month, Google+ Direct Connect was released as an effective way to tie together Google’s search engine with the Google+ network.  Now when a user inserts the “+” symbol before a brand’s name in a Google search, a link to that company’s Google+ account will appear just below the search box above all other search results.  Additionally, by hitting the “enter” key users will be brought directly to the brand’s Google+ profile.

Google+ Keywords+Keywords: Features such as +keywords, which is rumored to be slated for release, will give users the ability to find people by +keyword searches and filter the content they wish to view. Essentially this feature will function quite a bit like Twitter’s #hashtag system.  Similarly, if leveraged properly +keywords will assist brands to discover and engage within trending topics as well as appear in relevant social media searches.

 

Google+ CirclesCircles: These are individually organized groups for sharing information, and can allow businesses to communicate more effectively to their audience through message segmentation.  The marketing benefits of delivering resonant, relevant and audience-specific communications alone makes a strong case for the value of Google+ for business use.  Interestingly enough Circles has also been implemented into the Google+ chat system, which means knowing a user’s email address is no longer mandatory for chatting.

Google+ SparksSparks: With Sparks users can easily share information through Google’s search engine direct to their Google+ account, putting the onus on brands to ensure they are monitoring and interacting with mentions of their brand.  Additionally, “Sparks” makes it easier than ever to share web content.  If your business prides itself on thought leadership and providing valuable content within your particular field, then the importance of your web properties’ SEO is most likely going to become even more evident with this development.  

Google+ HangoutsHangouts: Additionally Hangouts, which allows for up to ten users to video chat simultaneously, has some more operational business benefits.   Web savvy companies could use this feature to host training events, client meetings, or to effectively communicate with a virtual work force.   With the Hangouts feature, the possibilities are limited only by one’s imagination.

 

Google+ Ripples and What's HotRipples and What’s Hot: The introduction of “Ripples” and “What’s Hot” are relevant to businesses on Google+ as well. The former give marketers a great tool for measuring and refining their content by creating a visual timeline that tracks how any given post is spreading across the social network.  The latter gives marketers the power to track trending topics and is very exciting news given the context of the network wars.

 

So, is Google+ a worthwhile destination for businesses? Time will surely tell, but it is intriguing to note that whatever position Google+ is currently in the social marketing universe, a user base 40 million strong and growing is hard to ignore.   Given Google’s vast array of wildly popular web services and solutions, their ability to reach and connect millions of users instantly cannot be overlooked.  The internet titan has already flexed its muscles with their initial batch of cross-channel integrations and as Google+ further nests itself within the Google family, its benefits will only become more undeniable and unavoidable. 

Have any of you used Google+ for your business? If so, we’d like to hear about your success or failure with Google+?

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5 Reasons Why Bing is the Best Deal in Paid Search

Posted by admin on July 11, 2011

Why Every Marketing Program Should Take Full Advantage of PPC Advertising with Microsoft

According to comScore, the search alliance of Yahoo and Bing combined represent 30% of the U.S. online search market. Bing not only serves its search results on Yahoo!’s portal, it also has 14.1% search share itself. Bing’s search share percentage is rising fast (in April of 2010 Bing had 9% of search market), and digital marketers are taking note. This blog points out why marketers should funnel as much PPC budget as they can, or as much as its network can handle, toward Bing.

Bing Search Share April2011Of course, Google is still the dominant force in search for North America and to ignore Google in favor of Bing would be a foolish strategy. But almost as foolish is ignoring Bing. If you are one that’s pushed Yahoo! and/or Bing aside over the past few years here are some reasons and approaches for taking full advantage of this 30% market share through Bing PPC.

 

1.      Bing CPC Cost Less

The main reason to have an ad campaign on Bing is that PPC ads with the same keywords cost far less than they do on Google. That means you can get a much better rank for a competitive (and effective) keyword phrase for less or the same pay per click rate than you get on Google. Of course every keyword and client differs, but here are just a few examples of recent keyword CPC costs we’ve experienced with our clients on Bing versus Google PPC (all Avg. Pos 1).

Keyword

Bing CPC

Google CPC

Bing Savings

mens boardshorts

$0.48

$1.35

64%

labor laws

$0.96

$3.30

71%

medicare supplement insurance plans

$5.99

$11.58

49%

You may argue that fewer people see your ads on Bing, and that’s true. But since you are paying per click, you have a much better chance of getting lower costs per lead or conversion from Bing.

 

2.      Bing-Google Ad Platform Similarities

We’ve conducted many tests on Google and Bing and find that keywords that work best on Google have similar results on Bing. The fact that search behavior is pretty much the same in both search engines is something we take full advantage of for our clients. And here’s how we do it:

  • Do all of your testing on Google first. Since Google has the volume and is better at monitoring click fraud, you can find out more quickly what keywords are your best drivers and what kinds of landing pages create the best conversions.
  • When you are satisfied with the results, take your findings over to Bing and watch your cost per conversions go down and your ROI go up.
  • Bing actually encourages this by making it easy to import your Google campaigns directly into Bing.

 

3.      Recent Bing Platform Improvements

One of the things we did not like about Bing was how it controlled the daily budgets. With Google, you can limit the amount of dollars you spend, both daily and monthly. Once you reach your limit, you can then see what you missed out on. This way you can determine whether to increase your daily amounts for specific keywords or not.

However until recently, on Bing marketers had a daily budget option that spread out dollars throughout the day. This made your PPC ad show up less often during searches but budgets would last longer during the day. We call this “throttling” and we don’t like it. One of the values of PPC is that it offers impressions to searchers, and impressions are free. We’d rather have the ads up all of the time and when they reach their daily limit, they disappear.

Bing recently made some welcome changes to its daily budget options. Now you only need specify how much you want to spend each day. The adCenter system then determines your monthly maximum amount.  While the problem of throttling ad impressions or experiencing a “budget pause” status on a campaign is still an issue, the benefit of the new change is a lesser daily commitment requirement for budget.

 

4.      Greater Ad flexibility on Bing

    Some people don’t like the limits that Google places on PPC ads. Google has a 25 character title limit while Bing and Yahoo! have a 40-character limit. Anything that gives you more flexibility in advertising is a good thing. If you add those 15 characters and other “lazy” marketers don’t because they are simply using their Google ads, you may be able to gain a competitive advantage with better performing ads.

     

    5.      Sales and Conversion Rates

      There are those that claim that Google has better sales or leads per click rates, and others that say differently. It really depends on your business.

      What we have found for our clients is that retail companies tend to get better sales conversion rates with Bing. For our B2B companies, lead conversion rates are the same on Google as they are on Bing. But even so, if CPCs are 50-70% lower on Bing you can afford lower conversions and still have better acquisition costs on Bing.

      How about you? Are your PPC ads on Bing as well as on Google? If so, let us know what you’re finding.

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      Google TV – Great Drama for Digital Marketing

      Posted by admin on November 19, 2010

      If you like good dramatic TV, with Davids fighting Goliaths (and Goliaths fighting other Goliaths), with unlikely alliances and new characters being introduced almost daily, then you need go no further than Google TV. We’re not talking the content that Google TV will provide to your television sets. We’re talking about the story that is Google TVGoogle TV - Drama for Networks

      When Google TV launched on October 4, it was immediately met with resistance from the most of the major networks, and a month later Fox joined the other networks

      How long this battle will continue is anyones guess, but the real issue for its future success will rest with two factors: Usability and Revenue Stream.

      As a digital marketing agency, we’re not going to talk about usability. One reviewer called it “the web on your TV, in all its chaotic and beautiful glory.”Google TV - Web on TV

      We’re interested in how Google TV will change the advertising landscape. Eric Schmidt, Google’s CEO, says that it can one-up regular television in terms of advertising because it can target the ads the same way that Google does online.

      That’s good for advertisers and viewers alike, since the ads are more relevant to the consumers’ needs and wants. The fact is advertisers believe Google TV will lower costs and improve the targeting of ad spots, something digital marketing agencies and their clients are bound to like.

      The beauty of Google TV ads is really within their targeting.

      Let’s say you’re an auto insurance company and you want to attract three specific audiences: drivers with good records, drivers with bad records and new drivers. One of the messages is about rewarding the good drivers, another is about giving the bad drivers a second chance and third is about introducing new drivers to auto insurance. The key is you want to make sure you reach each audience with the right message. Google TV has the targeting tools that can let you do just that.Google TV - Ad revenue and targeting

      With Google TV you can do:

      1. Audience Search. Determine the demography of your    audience. That includes not only age and income but interests as well.

      2. Program Targeting. You can search for programs that match interests of your target audience.

      3. Network and daypart targeting. If you know when your audience is more likely to be watching TV, or what network they prefer, make sure your ads show up then and there.

      4. Interaction. With Google TV, viewers will be able to click on an ad if they want and go to a carefully designed landing page, just like they currently do on their computers.

      5. Track and Measure. Knowing exactly how many watched your ads, and when and what interaction they conducted allows companies to adjust their television advertising so optimize their returns.

      This works well from an audience standpoint. Going back to our auto insurance example, someone who is about to get their first drivers license is watching one of their favorite shows. During the ad break they see a commercial talking to them about how to get the best deal for their first auto insurance policy. They can even click to get more information, with a promise of additional savings. Pretty powerful don’t you think?

      So what side of the fence are you on? Are you with the networks and think Google TV will ruin television as we know it? Are you with the advertisers and hope that Google TV will help improve their ROI? Or are you with the consumer who just wants to sit back and watch the drama unfold?

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      Google Instant – 5 Ways It’s Changing Digital Search Marketing

      Posted by admin on November 17, 2010

      On September 8 Google introduced Google Instant. The goal was (and is) to make search faster and interactive by showing results as you type in your search words.

      “Google is now taking a much more active role in leading searchers to not just the answer but also the question itself”Search Engine Watch

      Almost as instantly as the news broke, digital search marketing firms looked at how Google Instant would change their search marketing strategies. We’ve read many of the commentaries and seen some great webinars.

      Here are five of the most important changes in relation to search.

      1. Above the fold first page ranking. As you enter your search words, Google’s search page changes dynamically. Before Google Instant, most of the data we’ve seen showed a substantial drop off of users going past the first page to the second and third pages. With instant, we’re sure that even fewer will go past the first page, and many who scrolled down will not go past the fold.

      2. Long-tail keyword phrases. Instead of searching additional pages, people looking for a solution might be tempted to keep writing longer and longer phrases. This bodes well for those who have a comprehensive keyword strategy, because users will be writing phrases in an effort to find a solution to their problem. The value of long-tail keywords is that they are designed to drive more qualified leads, and they are not as competitive as the short-tail ones in both paid and organic search.

      3. Significance of meta descriptions. While page titles and meta descriptions don’t have much of an effect on rankings, keep in mind that Google Instant users will be scanning their top 5 listings, looking for copy that grabs them. Meta descriptions that are dull or non-specific will probably not gain much attention, and our friends at HubSpot think, and we agree, that meta content that’s persuasive and succinct will stand out more – and have higher click through rates.

      4. PPC strategies. Being listed at the top will be more important than ever, but that also means competition will be fiercer and keywords more costly.  A new study on the impact of Google Instant on paid search shows that there has already been change. What’s needed is a comprehensive PPC strategy, one that considers thousands of keyword permutations. For example, one of our financial services clients has a PPC campaign that has 20,000+ keywords on a geo-targeted basis [Download case study]. What’s not changed is that your PPC campaign still has to pay close attention to your costs per lead, your conversion rates and your ROI.

      5. Fresh, Valuable Content. While Google has not changed its ranking algorithm, it’s important to remember that Google prioritizes the relevance of your content, how recent it is, and its popularity. That means the more content you create that’s relevant to your search terms and your customers, the higher the likelihood you will get to the top, which is where Google Instant users want to find you.

      To give you an idea of how this might play out, here is a series of three examples. We typed in the words ‘automotive insurance,’ from a computer in Massachusetts, and grabbed an above the fold screen shot.Auto insurance - SEO

      Take note of the organic search rankings and the PPC. Two big names are in the PPC listings and two more are in organic. The top listing is Esurance, a company that provides personal auto insurance direct to consumers online.

      Next we added the word “California,” since many people when looking for auto insurance want it for the State in which they are living.Auto insurance california - SEO

      Allstate is the only PPC listing that remained. As for the organic search, where are the big names? And the top organic listing? Mercury Insurance, a California independent broker and agency writer of insurance.

      Finally, we added the word ‘comparison’, since people often compare insurance rates before they purchase.Auto insurance Comparisons California - SEO

      Once again, the entire organic search listings change. Allstate and Liberty Mutual are at the top of the PPC listings. The number one organic  listing is Kanetix, a company that provides California residents with instant online auto insurance quotes. But look who has reappeared in the top listings: Esurance.  What’s interesting is that while the Esurance url is the same in both screen grabs, the meta data has changed. You decide which of the two is more compelling in relation to the keywords written.

      Within minutes we were given multiple options for auto insurance companies, and just by adding one word after another. As the keywords morphed from short to long-tail, the results changed as well. Keywords were highlighted in the meta descriptions, drawing the attention of the prospect. 

      There is no question in our minds that Google Instant has had an impact on digital search marketing strategies and how to approach them. Do you have a Google Instant stretegy mapped out for your website? What are your thoughts on this?

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      How will PPC Marketers Use Google Modified Broad Match?

      Posted by admin on August 11, 2010

      Google recently developed a new AdWords keyword match type called Modified Broad Match. It’s triggered by using a “+” sign immediately next to a term: +marketing. Affectionately becoming known as BMM, or Broad Match Modifier, this new match type is being positioned “between” standard broad match and phrase match in terms of volume and performance. Search engine PPC marketers will need to quickly understand the ramifications and practical applications for this new match type. Here are some of our thoughts following Google’s Webinar on this topic.

      ——————————————————

      What do you think? Please comment below. We’d love to read your opinions and especially hear about any real-world results you may have seen with BMM.

      ——————————————————

      Visualizing Modified Broad Match Type Volume

      We always ask: Why? (Sure, it drove our parents and teachers crazy raising us but also serves us well as professionals.) So why did Google implement this new match type?

      Google Modified Broad Match

      In looking at the surface area of this image from Google, you can see the answer. Modified Broad match greatly enhances the footprint volume of phrase match. This alternative helps bridge the two match types.

       

      Why use Broad Match Modifier?

      Google has noted three primary reasons for using this new modified broad match type:

      1. If you want more volume from your phrase match terms
      2. If you turned off poor performance broad match terms in the past and want to re-try those terms; this may be the push they need to gain positive ROI
      3. If you turned off or never used certain broad match terms due to difficult negative match type management

      We agree with those reasons for why you should try modified broad match. To us, #1 is probably the most important and the first area we’d attack. All of our PPC campaigns are hyper-targeted to meet strict performance metrics so we’re always looking for ways to increase volume while maintaining those target cost per returns.

      But perhaps the biggest reason we see for using BMM: The + modifier eliminates synonyms that are part of the standard broad match type. So if you sell only cowboy and work boots, under the standard broad match type boots would have triggered shoes, sandals, sneakers, and more. Under the new Modified Broad Match +boots will only trigger stemmed variations and mispellings, thus dramatically eliminating the -negative match guessing game you would have to play with Google under standard broad match.

       

      What BMM Can’t Do

      While you can “combo” other keyword match types within Google AdWords, from what we saw in the webinar we attened modified broad match can’t be mixed and matched with others. We could be wrong on this, so please share if you know otherwise. We captured some chat and moderator Q&A that seems to say combo match examples won’t work with BMM:

      • Incorrect BMM Use Example: +women’s “formal shoes”
      • Acceptable BMM Use Example: +women’s +formal shoes

       

      Final Thoughts on Modifed Broad Match Type

      If the chasm between standard broad and phrase match is simply too large, it hurts the effectiveness of both match types. So to that extent modified broad match may help. It’s PPC’s answer to the gap wedge; for you golfers out there that get our primitive analogy. We can’t wait to see more real-world numbers and we certainly welcome more options (more the merrier), so thanks Google! But at the end of the day the skeptic in us says: This is a way for Google to generate more CPC volume, or revenue, and its impact for PPC marketers is yet to be determined.

      Read More: If you haven’t already, we recommended checking out Google’s blog post on Modified Broad Match Type; and sharing your commments below.

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      American Idol Finale: Can We Predict the Winner Once Again?

      Posted by admin on May 27, 2010

      On last night’s episode Crystal Bowersox and Lee DeWyze competed for the final time for the coveted title of American Idol.  Each performed 3 songs, the first was their favorite song of the season, the second was chosen by executive producer Simon Fuller and the third is the first single they will release if they win tonight.

       
      For his favorite song Lee chose “The Boxer.”  The judges were pleased, for the most part, with his performance.  Simon Fuller chose “Everybody Hurts” for his second song.  The judges again gave Lee some positive feedback but Ellen said she wished he would have let go a bit more and Simon said he seemed nervous.  For his final song, and possible single, Lee sang “Beautiful Day.” The judges were pleased with his final performance to which Simon said that the competition was designed for someone like him.

      For her first song Crystal chose “Me and Bobby McGee” for which all of the judges gave Crystal positive feeback.  The song Fuller chose for Crystal was “Black Velvet,” the judges were again impressed. And finally she sang “Up To The Mountain” for her last song, and potential single.  The judges also praised her for this performance.  In fact Simon said “I thought that was by far the performance and the song of the night. And since this is going to be the final critique I’m ever going to give, that was outstanding.”

      In order to determine who is most likely to be named the Season 9 American Idol; we looked at social media and search data. Who do you think will win tonight?

      If you have been keeping up with Season 9 please share your thoughts by commenting below. But before you do, check out the facts from search and social media data that we have gathered below.
       

      Chatter about Lee DeWyze is much stronger on Twitter and Google than it is for Crystal.  Tough Crystal has  stronger showing on Digg and YouTube.

      Google Insights:
       

      Google Insight data shows an overwhelming growth in popularity of searches for “American Idol Lee,” “Lee DeWyze” and “American Idol Hallelujah,” which is a song Lee performed on the show. 

      Will Lee’s sudden surge in online searches and social media mentions translate into more votes?  Tell us what you think.  And don’t forget to tune into tonight to find out who wins Season 9 of American Idol!

       **If you are a new reader to ymarketing’s American Idol Prediction Project, check out our past blogs to understand how our Idol Prediction Project works, and how it led to the correct upset prediction of Kris Allen over Adam Lambert in 2009.

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      Moving at the Speed of Social Media…

      Posted by admin on May 21, 2010

      The folks at Socialnomics have outdone themselves again. Their popular video Social Media Revolution has recorded nearly 2 millon views since it was in July of 2009. They just released an update (view video below) packed with new information like:

      • Facebook tops Google for weekly traffic in U.S.
      • 1 in 8 couples married in the U.S. met via Social Media
      • If Facebook were a country it would be the world’s 3rd largest
      • 50% of mobile Internet trasffic in the UK is for Facebook

      Have a look at the (updated) video and let us know where you think Social Media is headed next!



      What do you think? Where is Social Media headed next?

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      American Idol Influentials: Adam Lambert Impacts Google News

      Posted by admin on February 26, 2010

      American Idol Season 9? February 2010? Sorry, we had to question that ourselves when we looked at the search and social media data following American Idol’s Guys Top 12 show. Why?

      Show contestant Todrick Hall is running neck and neck with pre-show favorite Andrew (don’t call him Andy) Garcia in Google News results. Garcia earned that popularity with a bold, acoustic version of Paula Abdul’s “Straight Up” during the Hollywood Auditions. But Hall? We didn’t see that coming.

      Adam Lambert Picks Todrick Hall for Idol

      That’s the beauty of this American Idol Prediction Project, we never know what we’ll find in the data. Turns out Adam Lambert tabbed Hall as his “favorite”, on a day when the man that beat him out for American Idol Season 8, Kris Allen, headlines the performances on the results show.

       

      Twitter & Blog Data Predict First Guys to Leave Show

      If you read our prior post noting the American Idol Top 12 Girls we think are in trouble in tonight’s elimination, you’ll know that we wanted to use social media and news data early on this year while the search trend data builds. We narrowed down the list of the two girls that will leave tonight to the three most likely, with another two on the fence. With the guys, it’s more difficult to discerne which two will leave American Idol this week.

      We would assume that any Guy with both good Twitter mentions and news result lift (over baseline, lowest news results by Michael Lynche) would be safe. While any American Idol Top 12 Guy with low numbers on both would be in trouble. But what do you do with the Guys who have mixed data? Please, look at the chart below and tell us what you think. Here’s what we see:

      Safe: Andrew Garcia, John Park, Tim Urban, Alex Lambert, Casey James.

      Bottom 3 Bound:  Jermaine Sellers and Lee Dewyze.

      Mixed Data:  The rest of them, who knows. To us Tyler Grady and Joe Munoz seem most at risk, followed by Aaron Kelly and Michael Lynche (although their Twitter pull should keep them safe this week).

       Digital Marketing Prediction of American Idol

      Our Prediction: Of the two Guys leaving, they’ll come from the group of Sellers, Dewyze, Grady and Munoz. 

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