Asia - ClickZ
How to Use Data to Find New Markets
Deciding which market to target next is different for every business, but using multiple data sets can help to narrow the field.
Thursday, October 1, 2015
Listening To Your Customers: A Kind Of Different Intent Data
Marketing - ClickZ
Listening To Your Customers: A Kind Of Different Intent Data
Consumer intent and behavioral data can inform marketing strategy and campaign efforts, so it's important to pay attention to your consumers: not just what they do, but who they are.
An Email Marketer's Guide to Smart Automation
Marketing - ClickZ
An Email Marketer's Guide to Smart Automation
Email automation doesn't have to be impersonal. Used correctly, it can actually help marketers get hyper-personal messages to the right subscribers at the right time. Read our guide to find out how.
Wednesday, September 30, 2015
Content to Consumer Marketing: Spotlight on Eventbrite's Eric Meyerson
Marketing - ClickZ
Content to Consumer Marketing: Spotlight on Eventbrite's Eric Meyerson
Eric Meyerson, global director of consumer marketing at Eventbrite, speaks to ClickZ about how the introduction of content marketing helped the company reach consumers in far away places.
Pandora and Spotify CMOs: Music Is Everything When It Comes to Millennials
Marketing - ClickZ
Pandora and Spotify CMOs: Music Is Everything When It Comes to Millennials
Brands must unleash the power of music in this connected world. An effective music marketing strategy requires authenticity and personalization, according to chief marketing officers (CMOs) from Pandora and Spotify.
Content to Consumer Marketing: Spotlight on Eventbrite's Eric Meyerson
Strategies - ClickZ
Content to Consumer Marketing: Spotlight on Eventbrite's Eric Meyerson
Eric Meyerson, global director of consumer marketing at Eventbrite, speaks to ClickZ about how the introduction of content marketing helped the company reach consumers in far away places.
Pandora and Spotify CMOs: Music Is Everything When It Comes to Millennials
Strategies - ClickZ
Pandora and Spotify CMOs: Music Is Everything When It Comes to Millennials
Brands must unleash the power of music in this connected world. An effective music marketing strategy requires authenticity and personalization, according to chief marketing officers (CMOs) from Pandora and Spotify.
Listening To Your Customers: A Kind Of Different Intent Data
Data-Driven Marketing - ClickZ
Listening To Your Customers: A Kind Of Different Intent Data
Consumer intent and behavioral data can inform marketing strategy and campaign efforts, so it's important to pay attention to your consumers: not just what they do, but who they are.
An Email Marketer's Guide to Smart Automation
Marketing Automation - ClickZ
An Email Marketer's Guide to Smart Automation
Email automation doesn't have to be impersonal. Used correctly, it can actually help marketers get hyper-personal messages to the right subscribers at the right time. Read our guide to find out how.
How to Use Data to Find New Markets
Analytics - ClickZ
How to Use Data to Find New Markets
Deciding which market to target next is different for every business, but using multiple data sets can help to narrow the field.
An Email Marketer's Guide to Smart Automation
Email Marketing - ClickZ
An Email Marketer's Guide to Smart Automation
Email automation doesn't have to be impersonal. Used correctly, it can actually help marketers get hyper-personal messages to the right subscribers at the right time. Read our guide to find out how.
How a Blasé Approach Helped Swedish Fish Reach Gen Z
Media - ClickZ
How a Blasé Approach Helped Swedish Fish Reach Gen Z
Swedish Fish candies have been around forever, but they're not especially popular with the younger generation. To change that, Mondelez abandoned the typical planning, instead creating quick, cheap video content, just to see how it resonated.
How a Blasé Approach Helped Swedish Fish Reach Gen Z
Video - ClickZ
How a Blasé Approach Helped Swedish Fish Reach Gen Z
Swedish Fish candies have been around forever, but they're not especially popular with the younger generation. To change that, Mondelez abandoned the typical planning, instead creating quick, cheap video content, just to see how it resonated.
Truly Cross-Screen Creative: A Revolution Unfolds
Media - ClickZ
Truly Cross-Screen Creative: A Revolution Unfolds
The IAB's recent update to its current cannon of industry standards and guidelines encourages cross-screen advertising. However, the need to optimize creative still remains.
Developing a Mobile Content Plan That Works
Media - ClickZ
Developing a Mobile Content Plan That Works
Understanding your consumers' demographics and traits are important when planning your mobile content framework.
Developing a Mobile Content Plan That Works
Mobile - ClickZ
Developing a Mobile Content Plan That Works
Understanding your consumers' demographics and traits are important when planning your mobile content framework.
Using Facebook and YouTube to Bring Your Video Content to Life
Media - ClickZ
Using Facebook and YouTube to Bring Your Video Content to Life
Using video platforms such as Facebook and YouTube can really help you connect with your audience. But how long should your videos be and which platform should you prioritize for what content? Find out the answers.
Using Facebook and YouTube to Bring Your Video Content to Life
Video - ClickZ
Using Facebook and YouTube to Bring Your Video Content to Life
Using video platforms such as Facebook and YouTube can really help you connect with your audience. But how long should your videos be and which platform should you prioritize for what content? Find out the answers.
Why Quality Content Can Help Top Rankings
SEO - ClickZ
Why Quality Content Can Help Top Rankings
Content scored high in Moz's biennial ranking of search engine ranking factors. It may have been the first time that it was included in the research, but industry experts believe we'll be seeing a lot more of it as a definitive ranking factor.
Enhancing the Google Display Network with new innovations
Inside AdWords
Enhancing the Google Display Network with new innovations
Consumers have higher expectations than ever because of mobile — they want everything right, and they want everything right away. To connect with consumers in the intent-rich moments when they want to buy, find or do something, marketers are increasingly turning to programmatic advertising — which uses data and technology to reach the right person at the right time. The Google Display Network (GDN) brings this sophisticated technology to all advertisers so you can be there in the moments that matter the most for your brand.
Today we’re introducing several tools that further enhance what the GDN offers for display advertisers.
More transparency: take action with AdWords audience insights
When you understand your customers well — like their age, location, and interests — you can make more informed decisions about your marketing programs. AdWords audience insights give advertisers aggregate information about people on your remarketing lists, including demographics, interests, locations, and device usage.1 Since these reports are available right in AdWords, you can quickly and easily take action on the insights. For example, if most people who converted on your site are jazz enthusiasts, you may wish to add this affinity audience to your campaign. Or, if many of your customers are females between the ages of 25 and 34, you might want to customize your ad creative to appeal to this demographic. Learn more.
BASE, a Belgian telecommunications company, used AdWords audience insights and discovered cycling enthusiasts were twice as likely as the average customer to buy a mobile phone subscription. Based on this insight, BASE engaged with cycling enthusiasts on the GDN and doubled its conversions. BASE now uses AdWords audience insights to inform its campaigns, online and offline.
Sony PlayStation discovered classical music enthusiasts were likely to engage with its brand using AdWords audience insights. Sony then connected with this audience on the GDN and drove a 31% higher view-through rate than with its average affinity audience. This allowed Sony to capture more views for its budget. Now, Sony uses AdWords audience insights to uncover the best audiences for its new campaigns.
More accountability: the GDN is going 100% viewable
Most display ads — 56% in fact — never had a chance to be viewed because they were below the fold, scrolled out of view, or in a background tab. Soon, we’ll make the GDN 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).
More impact: a fresh approach to dynamic remarketing ads
People use devices of varying shapes and sizes, engaging with content that can be horizontal, vertical, tapped, swiped or pinched. This means ads must be flexible so they can show across varying placements. Today, we introduced enhancements to dynamic remarketing so ads can be automatically re-shaped and re-sized to fit all device types. Ads are also touched up to look great on any mobile or desktop site, or app. For example, if your logo is predominantly blue and yellow, AdWords may use these colors to shade the border and background of your ad. We’ll even try out varying color combinations and use the ones that drive the best performance. As always, you have control to make changes to these selections based on your personal style and preferences.
Meeting consumer expectations requires technology to answer their needs the moment they have them, wherever they are, whatever kind of device or screen they are using. Programmatic advertising ensures that brands are there in those important moments when decisions are made and preferences are shaped. Our hope is that the GDN brings this enterprise-level technology to all advertisers so you can be there at the moments when it matters most for your brand.
Posted by Brad Bender, VP of Product Management, Google Display Network
Today we’re introducing several tools that further enhance what the GDN offers for display advertisers.
More transparency: take action with AdWords audience insights
When you understand your customers well — like their age, location, and interests — you can make more informed decisions about your marketing programs. AdWords audience insights give advertisers aggregate information about people on your remarketing lists, including demographics, interests, locations, and device usage.1 Since these reports are available right in AdWords, you can quickly and easily take action on the insights. For example, if most people who converted on your site are jazz enthusiasts, you may wish to add this affinity audience to your campaign. Or, if many of your customers are females between the ages of 25 and 34, you might want to customize your ad creative to appeal to this demographic. Learn more.
 |
| Example: AdWords audience insights shows 30% of customers on this remarketing list are 25-34 years old compared to an average of 19.9% in the US. |
More accountability: the GDN is going 100% viewable
Most display ads — 56% in fact — never had a chance to be viewed because they were below the fold, scrolled out of view, or in a background tab. Soon, we’ll make the GDN 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).
More impact: a fresh approach to dynamic remarketing ads
People use devices of varying shapes and sizes, engaging with content that can be horizontal, vertical, tapped, swiped or pinched. This means ads must be flexible so they can show across varying placements. Today, we introduced enhancements to dynamic remarketing so ads can be automatically re-shaped and re-sized to fit all device types. Ads are also touched up to look great on any mobile or desktop site, or app. For example, if your logo is predominantly blue and yellow, AdWords may use these colors to shade the border and background of your ad. We’ll even try out varying color combinations and use the ones that drive the best performance. As always, you have control to make changes to these selections based on your personal style and preferences.
Meeting consumer expectations requires technology to answer their needs the moment they have them, wherever they are, whatever kind of device or screen they are using. Programmatic advertising ensures that brands are there in those important moments when decisions are made and preferences are shaped. Our hope is that the GDN brings this enterprise-level technology to all advertisers so you can be there at the moments when it matters most for your brand.
Posted by Brad Bender, VP of Product Management, Google Display Network
1 All insights are based on anonymized, aggregated data.
Why Your PPC Bidding Needs to Evolve
Ppc - Search Engine Watch
Why Your PPC Bidding Needs to Evolve
As SEM continues to evolve, so too should your strategies. Here's how you can align PPC bidding strategy with current keyword performance to effectively optimize campaigns.
Storytelling or Telling Stories? Why Authenticity Rules
ClickZ Experts
Storytelling or Telling Stories? Why Authenticity Rules
These examples of brands effectively telling stories via advertising underscore the notion that authenticity is an integral aspect of a successful content marketing strategy.
5 Conversion Optimization Tests to Try With Your Next Email Campaign
ClickZ Experts
5 Conversion Optimization Tests to Try With Your Next Email Campaign
Using principles of human psychology and A/B testing, you can discover the full potential of your email marketing. Try these five conversion optimization tests on your next campaign.
Marketing Automation: A Lesson in Irony
ClickZ Experts
Marketing Automation: A Lesson in Irony
Though automatic by nature, automated marketing technology still requires a degree of monitoring. This explains why it's critical for marketers to manage these systems.
10 Things That Changed in Advertising During the Last Decade
ClickZ Experts
10 Things That Changed in Advertising During the Last Decade
In honor of Pandora's 10th anniversary, the senior vice president of ad product and strategy shares the top 10 major changes in advertising that have occurred during the last decade.
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