5 Updates from Google for Mobile Devices

July 17, 2015 | By View Linkedin Profile

  The nature of digital marketing will not stand still, not with Google constantly creating new ripples for marketers all over the world. Here’s a look at what’s in the pipeline: Purchases On Google The much-anticipated “buy button” in Google search ads is here but it’s not really a button. Called ‘Purchases On Google’ mobile users will be able to click on search ad results and go directly to the dozen or so retailers currently participating in the test. Response thus far has been enthusiastic and positive. “Purchases on Google will simplify our customers’ ability to search for items on Google and then buy with Staples.” said Faisal Masud, Executive Vice President of Global E-Commerce, Staples, Inc. “Customers increasingly want to shop on their own terms. Purchases on Google facilitates that flexibility while maintaining the merchant’s ability to own the customer relationship.” says, Peter Cobb, eBags Marketing EVP and Shop.org Chairman. By clicking anywhere on the ad the user is taken to a merchant-branded gateway landing page hosted by Google. The consumer can buy the product immediately using his mobile device. New Mobile Shopping Ad Formats For Voice Search Google has started to show new ad formats that include rankings …

Cortex: Twitter Ramps Up Its Artificial Intelligence Efforts

July 14, 2015 | By View Linkedin Profile

  The hunt is on at Twitter for engineers to ramp up the company’s artificial intelligence efforts. It calls the new team “Cortex.” After acquiring DeepMind in 2014 Google has been doing a lot of work with artificial neural networks. And Facebook CEO Mark Zuckerberg has flagged artificial intelligence as one of the company’s key initiatives. So it’s no wonder that Twitter wants to enlist architecture and systems software engineers to work on “Deep Learning”, Wikipedia tells us that “one of the promises of deep learning is replacing handcrafted features with efficient algorithms for unsupervised or semi-supervised feature learning and hierarchical feature extraction.” Twitter’s Cortex team will mine this specialized branch of artificial intelligence to help the company better personalize its service for its 300 million users, and keep up with Google and Facebook in the industry’s real-time personalization race. Twitter’s job listing explains why it needs artificial intelligence and how it views the new Cortex team: “Twitter is a unique source of real-time information, offering amazing opportunities for automatic content understanding. The format of this content is diverse (tweets, photos, videos, music, hyperlinks, follow graph …), the distribution of topics ever-changing (on a weekly, daily, or sometimes hourly basis), and the volume ever-growing; making it very challenging …

Best of the Week | Do You Have A Content Marketing Strategy, and much more…

July 10, 2015 | By View Linkedin Profile

This week’s hot news, events and videos from the online marketing and social media world. From the Position² Blog This Week: Do You Have A Content Marketing Strategy? If you think content marketing isn’t easy, you are not alone. For an entire annual marketing plan to be a success, you need a focused content strategy. Read this blog to build a winning content strategy! 5 Vital Strategies for a Successful Marketing Automation Implementation How to Leverage Content Marketing for Lead Nurturing Competitive Insights Tools for Paid Search in AdWords and Bing Ads The Emerging Role of SEO in App Discoverability 7 Reasons Your Ads Aren’t Working Programmatic Ad Buying Continues Its March to Premium Mobile Video Inventory Best of the Week Video You might expect that vertically-oriented video would present a challenge to advertisers, who, traditionally, have redeployed ad first designed for TV’s landscape screen. Watch this video for GroupM chief digital officer Rob Norman’s take on the problem – don’t think TV, think bus stop ads. White Paper: Increase Visibility for Your Content by 4x Today’s traditional SEO is inadequate: Ignite your search results by accelerating visibility in more places than ever before.Download this White Paper and learn: SEO, …

Facebook Updates Cost Per Click Measurement

July 10, 2015 | By View Linkedin Profile

  On Wednesday the folks at Facebook announced that they have modified the way they calculate cost per click. It’s part of their new marketing API. From now on, Cost-Per-Click (CPC) will no longer be measured as likes and shares, but measured as link clicks to websites and apps. Bottom line: advertisers will no longer have to pay for likes, shares or comments. The New CPC? Cost of the Click will shift from engagement only ‘likes’ and ‘shares’ to a specific ad objective. Some examples of the new CPC include: Clicks to visit another website Call-to-action clicks that go to another website (i.e., “Shop Now”) Clicks to install an app Clicks to Facebook canvas apps Clicks to view a video on another website The new definition serves ad objectives that Facebook believes are more closely aligned with the business objectives of advertisers. What Does This Mean? With the new CPC calculation in play advertisers are likely to enjoy a better ROI on their ad spends, because the outcome of driving traffic to their website will yield greater value. As certain campaign reporting metrics related to clicks change advertisers will have to bear a higher cost per clicks. But in the long …

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