Google once again has disrupted the search marketing community by announcing exact match close variants will now include same-meaning variations. As a result, marketers putting all their chips into exact match keywords will have to shift their bidding, structure and keyword strategies to avoid wasted spend. The writing has been on the wall since 2014, […]...

Shopify unveiled on Monday new tools for their vendors to create augmented reality (AR) experiences. The announcement comes on the heels of Apple’s Monday release of iOS 12, which includes new functionality that provides AR experiences from within a web browser. Shopify AR provides businesses with a toolkit to create their own AR experiences and […]...

Marketing automation gives you the power to generate more leads, drive more sales and optimize your spend. It helps you target your customers with personalized communication based on their interests — so they receive the messages they actually want, not the messages you think they want. Marketing automation provides a wide range of tools and […]...

Last month I wrote extensively on the seeming lack of meaningful click-through rates (CTR) growth following the implementation of Google expanded text ads (ETA), despite Google’s own assorted case studies showing meaningfully higher CTR with expanded text ads compared to the previous long-standing text format. As mentioned in my previous post, we’re now on to […]...

Facebook will launch a pilot program to give US political candidates and staff, as well as staff members and representatives from federal and state political party committees, more tools to secure their Pages. Security options will include two-factor authorization and a monitoring process to block potential hacking threats. Campaign marketers and staff will have new […]...

The big question in ad targeting is whether the future has been worth it. While advertisers in the past ran ads for cars next to automotive content, in the modern practice of audience targeting, advertisers direct ads at users based on their behavior, demographics and location. It’s the difference between running an ad for a […]...

Ad platform Sizmek has announced it is re-entering the TV ad arena, with the first steps toward a unified demand-side platform (DSP) that includes connected, addressable and linear TV. What this means for Sizmek: In 2014, the Austin, Texas-based Sizmek sold its television ad distribution business, DG MediaMind, which offered conventional TV ads. Since then, […]...

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: Google is right; click-through and conversion rates kinda don’t matter Sep 18, 2018 by Andy Taylor Say what? Turns out you may be focusing on the wrong things if you’re fixated […]...

In 2016, Twitter changed its algorithm so that the timeline would display tweets it determined were most relevant based on a user’s actions. On Monday, the company announced it would soon be giving users the option to go back to a timeline that displayed tweets in reverse chronological order. The question for advertisers is whether […]...

YouTube is dropping the number of required subscribers for access to Channel Memberships to 50,000, a reversal from the 100,000 threshold  it set in June. Why the change? Previously called Sponsorships, YouTube’s Channel Membership program allows creators to offer $4.99-per-month subscriptions to their channels, giving paid subscribers access to account badges, emojis, members-only posts in the […]...