Clicktrust

The CLICKTRUST monthly pick – October 2019

News and articles that allow us to stay on top of our game. You might want to read them too.

 

Data & Privacy

 

Four strong indicators that your marketing analytics programme will fail

– Econsultancy

“According to Gartner, so far marketers have leveraged only 61% of the functions available in their martech portfolio. The reason? Most organisations lack people, skills and a proper vision for their marketing analytics programme.
Ascend2 research further mirrors that sentiment indicating that 61% of companies originally invested in martech solutions to improve marketing efficiency and marketing ROI. Yet, post-adoption, 47% of respondents still struggle to capture that elusive ROI figure and 40% are far from being as productive as they’d like to be.”

 

Marketers Are Going Straight To Exchanges For Ultimate Data Transparency

– Adexchanger

“As marketers seek more transparency into their programmatic buys, they’re bypassing their demand-side platforms and going straight to exchanges and publishers to ask for log-level data about the bids they’ve won and lost. Advertisers are planning to use this data to power their buying strategies. Buyers could find pockets of undervalued inventory though log-level analysis and make more intelligent decisions than competitors who don’t have access to this data. Granular pricing information could inform negotiations in direct deals with publishers.

 

Data Platforms Enable First-Party Data Strategies – But Aren’t A Substitute For One

– Adexchanger

“The framework should provide for adding and removing online and offline data sources, easily integrating into multiple channels well beyond programmatic and setting up data partnerships to fill the data gaps and improve revenue, including the collection of additional data that the user may be willing to provide. It should be independent and not tightly tied to any specific technology partner or platform.”

 

Some Unsolicited Advice For Surviving The ‘Cookiepocolypse’

– Adexchanger

“The “death of cookies” may be second only to “year of mobile” as ad industry prediction fails. Both forecasts felt tired after too many false starts. The third-party cookie may not be dead just yet, but the increasingly scrutinized piece of code – one which for decades fueled audience buying across the digital landscape – is arguably now on life support.
If you were renting third-party data, you will likely need to build partnerships or some other means of working around the reduced efficacy of the third-party cookie. If you have strong customer (first-party) data, you will need to find partnerships that enable that data to work on third-party sites.”

 

 

Google: Organic, Ads & Analytics

 

Is Google’s new BERT technology another nail in traditional SEO’s coffin?

– Econsultancy

As for optimizing content for BERT, Search Engine Land’s Barry Schwartz suggests that little can and should be done. He pointed to a tweet posted by Google’s Gary Illyes when RankBrain was launched, which stated “you optimize your content for users and thus for rankbrain. that hasn’t changed.”
Of course, that doesn’t mean that there is nothing for search marketers to do. For one, some companies might soon find that as Google’s ability to better understand natural language grows, they have reason to update content that was originally developed for traditional SEO so that it’s better-suited for human consumption.”

 

Google Ads Rolls Out 2 New Tools for Responsive Search Ads

– Search Engine Journal

“The two new tools include:

  • Performance column: Identify the exact creative assets that are driving results in high volume ad groups. Improve “Low” rated assets, keep “Good” performing assets, and emulate the “Best” performing assets.
  • Ad variations: Google Ads’ ad variations now supports responsive search ads, which lets advertisers run their own ad copy tests.”

 

Google Ads is Testing New Lead Form Extensions

– Search Engine Journal

“Advertisers can customize lead forms with their own title and description, and indicate which pieces of information they want to ask customers for. ”

 

Google Ads now showing cart metrics for Shopping campaigns

– Search Engine Land

“Merchants capturing cart data with Google Ads conversion tracking will be able to see additional revenue and profitability data attributed down to the product level. The new metrics, currently in beta, take cross-device conversions into account.”

 

Google Chrome Will Block Mixed Content

– Search Engine Journal

“Google announced that Chrome browser will begin blocking web pages with mixed content beginning December 2019. Publishers are urged to check their websites to make sure there are no resources that are being loaded using the insecure HTTP protocol.
Mixed content is when a secure web page (loaded through HTTPS) also contains scripts, styles, images or other linked content that is served through the insecure HTTP protocol. This is called mixed content.”

 

Facebook & Instagram

 

Facebook is Changing How it Calculates Organic Impressions

– Search Engine Journal

“Facebook pages are likely to see organic impressions go down as a result of changes being made to how impressions are calculated. Facebook is specifically changing how repeat organic page impressions are calculated. Changes will affect the time frame in which organic impressions from the same person are calculated.”

 

 

2 weeks ago
Jochen Fostie


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The CLICKTRUST monthly pick – September 2019

News and articles that allow us to stay on top of our game. You might want to read them too.

 

Data & Privacy

 

It’s Time For Consumer Choice In The Value Exchange For Content

– Adexchanger

“After 25 years of the commercial internet, two things are clear: People understand the internet, and publishers must be paid for the services they provide. The best path forward isn’t to infantilize the consumer by deciding for them in the name of protection. It’s to let consumers choose the value exchange that they prefer.”

 

The Demise Of Third-Party Cookies Means Brands And Publishers Must Get Closer To Consumers

– Adexchanger

“While the ramifications are quite serious for many stakeholders, these browser changes will hardly limit the practice of targeted advertising. They simply provide compelling new incentives for both publishers and marketers to move toward a targeting infrastructure built on first-party data acquired through a clear and transparent value exchange.

This is not a problem that can be solved by adding new layers of ad tech. The current landscape of identity solutions is fragmented and labyrinthine. If you name a supply-side platform or DSP, they’ve partnered with a different source to help fuel their ID business. While this new technological layer may seem to solve a short-term problem, it’s only creating a larger gap between the walled gardens and everyone else.”

 

Publishers Are Abandoning First-Gen DMPs

– Adexchanger

“The reasons are manifold: First-generation DMPs use cookies as their foundation, meaning publishers are seeing huge deteriorations in scale as more cookies are blocked or require consent. DMPs also failed to deliver on the promise to lure in data-hungry buyers, who weren’t interested or weren’t ready to incorporate publisher data. And the tech created more work than publishers were prepared for, meaning expensive DMP investments didn’t generate the promised ROI.”

 

There’s An Upside To Sharing Our Data

– Adexchanger

“Marketers want to stitch together a narrative about their brand’s performance using impression data from owned, earned and paid media. We desire access to common metrics across all data platforms. We want access to data – which resides within platforms and walled gardens, publishers and media companies and advertiser-owned digital properties – because this information will help reduce media waste and lead to better-informed business decisions.
What if there was a way to share standardized data – in a privacy-compliant way that protects valued customers and respects emerging regulations – while opening up a wealth of valuable data insights?”

 

Google: Organic, Ads & Analytics

 

Google’s Ad Business Undergoes Massive Reorganization

– Adexchanger

“As part of the reorg, he’s re-visualizing the company as four “concentric circles.” The innermost circle is Google’s owned-and-operated properties, including search and YouTube. The next circle outside of that is Google’s buy-side and sell-side businesses. The two outermost circles span the organization: measurement and privacy.
Google’s network business is in the strange position of being powerful externally but disempowered internally. Externally, it faces complaints from competitors who see it dominating the market – which Hsiao recently denied in a blog post. But internally, its overall revenue importance has slowly diminished. Back in 2010, the network business comprised 30% of Google’s revenue. In the latest earnings, it was just 14% of its revenue – and that’s before it paid out 70% of that revenue to its partners.

 

Soapbox: ‘Intent’ should be every marketer’s #1 obsession

– Search Engine Land

“Google’s ranking algorithm might remain a mystery, but it’s always surprising to me that all marketers don’t rally around the same important concept as the most crucial of all: intent. By “intent,” I mean both user intent and what I call “creation intent.” That is, we should always be focused on what people are looking for and why we’re creating something because where those two elements meet is where the most successful content lies. Don’t get me wrong: There are other important elements, of course, like quality backlinks and keyword optimization, which can greatly boost your chance of ranking highly.”

 

Search query reports show a huge increase in Google close variant traffic

– Search Engine Land

“Close variant performance can vary by advertiser, campaign, keyword and specific close variant match. While most advertisers see these matches convert at meaningfully lower rates than true exact matches for non-brand keywords, some actually see higher conversion rate from close variants looking at this comparison account-wide. However, there’s likely no account where close variants are so relevant and tightly related to all the keywords being triggered that advertisers should simply allow them to take their course.”

 

September Updates to Paid Advertising Platforms

-PPC Hero

Accelerated delivery to be removed in favor of Standard Delivery
Add store visit to Smart Bidding
Instagram testing Shopping Posts as Ads
Search Ads 360 introduces auction-time bidding for Google Search Campaigns”

 

Facebook & Instagram

 

The Rise of Social Commerce – and What it Means for Your Brand

– Social Media Today

“With more social platforms looking to integrate direct, on-platform selling tools, social commerce looks to be the next major retail shift.”

 

#SMTLive Recap: Facebook’s Recent Updates

– Social Media Today

“Even people outside the social media marketing sphere have heard about all the changes coming to Facebook over the past few weeks. From the Facebook news tab, to Instagram and Facebook removing total like counts, to the Instagram scheduling option on Creator Studio, to ad targeting restrictions, these massive updates have been kind of hard to miss.”

1 month ago
Jochen Fostie


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The CLICKTRUST monthly pick – August 2019

News and articles that allow us to stay on top of our game. You might want to read them too.

 

Data & Privacy

 

RTB RIP? The Writing Could Be On The Wall For Real-Time Bidding In Europe

– Adexchanger

“There is a latent question in the air,” said Townsend Feehan, CEO of IAB Europe. “Is it possible to do programmatic in a way that complies with the GDPR?”

 

Performance Marketing And Measurement: A New Beginning Amid Ever-Evolving Privacy Restrictions

– Adexchanger

It’s high time that marketing analytics teams perform a thorough audit of their measurement stacks, rules and approaches. For example, it’s worthwhile to understand how much of the business is driven by Apple’s Safari and how the attribution by channel is impacted since the new tracking restrictions went live this year.

 

The best digital marketing stats we’ve seen this week

– Econsultancy

1) Influencer fraud predicted to cost brands $1.3 billion in 2019
2) Correlation found between GDPR and online visits and revenue
3) Ecommerce ad spend rises and CPCs fall
4) Mobile ad fraud costs marketers $2.3 billion in H1 2019

 

Is Conversion Lift the Future of Attribution?

– Searchenginejournal

If we will be able to conduct a controlled experiment for any campaign, keyword, or audience, there will be less guesswork in estimating the actual incremental value of advertising.

 

Apple Clarifies Its Anti-Tracking Policy For Safari – And Possible Exceptions

– Adexchanger

“You can maybe look at what Apple is doing on Safari as a precursor to what could happen in mobile,” Eliashiv said. “Are mobile and web on the same path in terms of privacy?”

 

The Grim Future Of An Open Web Devoid Of User Tracking

-Adexchanger

While the regulations and browser changes that are coming into place are primarily being directed at user privacy, they will have the perverse effect of pushing even more personal data and revenue toward some companies that are arguably the greatest violators of user privacy. Certainly they’ll be slapped with fines and will clean up their acts, but they will end up even more dominant in the industry than before.

 

Is It Time To Reward Users For Sharing Their Identity?

– Adexchanger

A new idea: a reward program that grants “brite points” to people who agree to have their identities tracked across a federation of websites. These points can be exchanged for free gas or other benefits.

 

How to measure marketing in a world without cookie-tracking

– Econsultancy

There are a number of testing strategies you need to be familiar with in this new age of measurement. Here are the main ones, arranged from the broadest scope to the narrowest.

 

Ignoring The Clash Between RTB And Privacy Regulations Doesn’t Remove The Threat

– Adexchanger

There are two outcomes, in my opinion. The first (and only one, if you asked me) is for quality media owners to break away from the programmatic marketplace and create their own walled garden, RTB-free.
The second outcome is crueler but sadly the most likely, the longer media brands’ tinker: Only those that can afford to switch RTB off and diversify – by offering capabilities like sophisticated contextual targeting and non-RTB behavioral targeting – will survive.

 

Google Ads & Google Analytics

 

How to Handle Google Ads Average Position Sunsetting

– Clix Marketing

If you are still using average position to evaluate performance, it’s time to start getting familiar with the metrics that can be used to improve ad placement: Search top impression rate and Search absolute top impression rate.

 

Step by Step: Setting up an App + Web Property

– Krista Seiden

In this Step by Step guide, I’ll take you through the three steps you’ll need to go through to set up a new App + Web Property in Google Analytics.

 

Google extends same-meaning close variants to phrase match, broad match modifiers

– Searchengineland

As expected, Google is further loosening the reins on close variants, this time extending same-meaning close variants to phrase match and broad match modifier. With the changes, Google is also changing its keyword selection preferences to prevent keywords from competing against each other.
This change will rollout in English in the coming weeks, with more languages to follow through 2020.

 

A new way to unify app and website measurement in Google Analytics

– Google

Currently, many businesses measure app engagement with Google Analytics for Firebase and website engagement with Google Analytics. While each of these products separately offer powerful insights, getting a more unified picture of engagement across your app and website can be a manual and painstaking process.
To make this simpler, we’re announcing a new way to measure apps and websites together for the first time in Google Analytics.

 

Facebook & Instagram

 

Facebook Adds Instagram Scheduling to Creator Studio

– Social Media Today

Yes, that’s right – native Instagram scheduling, via an official app.

 

Changes to text and aspect ratios on Mobile News Feed

– Facebook

Updates for mobile News Feed: Fewer lines of primary text will show on mobile News Feed. Now only 3 lines of primary text will show on Facebook mobile News Feed, after which people will be prompted to click to view additional text.
Maximum media height for photos and videos will reduce to 4:5 on mobile News Feed. The tallest supported aspect ratio for images without links and for videos is now vertical (4:5). Media taller than 4:5 will be masked on Facebook mobile News Feed.

2 months ago
Jochen Fostie


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