yWeekly news: November 16 - ymarketing
yWeekly news: November 16

y.marketing.colorSearch 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.

https://www.seroundtable.com/google-ssl-tls-warnings-search-console-21172.html

 

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

https://googleblog.blogspot.com/2015/11/tensorflow-smarter-machine-learning-for.html

http://tensorflow.org/

http://www.infoworld.com/article/3003920/data-science/4-no-bull-takeaways-about-googles-machine-learning-project.html

 

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

https://plus.google.com/u/0/+GoogleAds/posts/BdED1JSTJZK

http://searchengineland.com/google-is-promoting-holiday-shopping-deals-via-text-alerts-235641

 

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

http://marketingland.com/pinterests-new-visual-search-results-wont-have-ads-151250

http://marketingland.com/pinterest-launches-in-pin-search-to-help-users-pinpoint-specific-items-151014

 

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

http://adexchanger.com/native-advertising-2/google-adds-programmatic-support-for-native-ads/#more-104331