LOCATION3 MEDIA NEWS;
If you happen to be at the IFA Convention in Las Vegas (Feb 17-20 at the MGM Grand) this year, please stop by Booth #310 and say hello. We always welcome thought-provoking conversation about integrated digital marketing.
WHAT’S HAPPENING IN SEARCH?
‘Last Click’ measurement can significantly understate the true effectiveness of search advertising. Advertisers should look to assess the performance of non-brand terms using additional metrics beyond ‘Last Click’ conversions. Read this study by Lastminute.com and Google if you wish to learn more about what Location3 Media is doing to approach path analysis and attribution. To better understand how we utilize this knowledge for optimizations please reach out to your Account Executive.
There is a great blog by practical ecommerce talking about their 7 Predictions for 2013. We are excited to see how the new CPA ads from Yahoo!/Bing perform along with the Product Listing Ads from Google. Both have been very slow to ramp up, but we anticipate them growing to take a decent piece of the digital dollars in 2013.
WHAT’S HAPPENING IN LOCAL?
Google is now providing U.S. phone support for businesses that encounter verification issues. After filling out a form, Google will call the phone number provided and businesses will be able to speak one-on-one with a Google employee to receive help.
Facebook continues to get more involved with local search with the introduction of Graph Search. Users can now search in Facebook and if results cannot be found, Bing results will populate instead. Facebook members will also be able to see detailed information from searches such as “restaurants in Denver, CO my friends like”, “things my friends who like Obama like”, and more. Read more in the social and SEO sections of this newsletter.
WHAT’S HAPPENING IN ANALYTICS?
Did you know that you are not supposed to track any Personally Identifiable Information in your Google Analytics account? This includes data such as names, email addresses, etc. This can have grave consequences, so read our blog entry to learn how to identify and resolve these issues!
2013 started off with Location3 Media being recognized by Optimizely, a landing page optimization tool. Click here to read more about our latest certification.
WHAT’S HAPPENING IN DISPLAY?
Facebook Exchange, which debuted in September and helps marketers target customers in real time by matching browser activity to the ads they see on Facebook, serves about one billion ad impressions each day from more than 1,300 advertisers. Location3 Media has been working with a number of clients on different FBX partners. The benefits of display lie in its ability to reach a huge audience and influence further down the funnel. Results have been positive across the board for the tests we have been running, both on a direct click-to-lead and from an awareness and upper funnel effect.
WHAT’S HAPPENING IN VIDEO?
AdWords for Video now displays reach and frequency metrics in reporting. These metrics provide more insight into how many unique viewers have seen your ad and the average number of times they’ve seen it, helping you better measure against other media such as TV. This represents another step towards helping prove the value of digital “TV” versus traditional TV by comparing similar metrics. Interested in testing out AdWords for Video? Reach out your Account Executive to formulate a plan. We could even look to find placements that would align with your current traditional TV strategy.
WHAT’S HAPPENING IN SOCIAL?
Facebook Graph Search
On January 15, Facebook announced the release of Graph Search, which allows users to search Facebook using personalized, social data to get results more likely to be compelling and relevant to them. But what does Facebook Graph Search mean for brands? It’s making Facebook even more important as a means for sharing and engaging, especially for local businesses. And it’s bringing back the Like as an important metric for increasing awareness and potential ranking within Facebook. Learn more about Facebook Graph Search on our blog: Facebook Graph Search: Finally a Real Threat to Google?
New MySpace Open to Everyone
Forget to sign up for New MySpace’s invite-only access last month? You don’t have to worry. New MySpace is now open to everyone. While the revamped social site is still very entertainment focused, we still recommend checking it out and claiming your brand name before someone else does. Sign up at: https://new.myspace.com/
Facebook Conversion Tracker Open to Everyone
Back in November we told you about Facebook Conversion Tracker which, through placement of code on your website’s conversion page, records sales or other desired actions obtained from Facebook advertising. At the time, Conversion Tracker was only available to a select group of advertisers. However, it’s now open to anyone running ads through Facebook Marketplace. Learn more and contact your Location3 representative if you’d like to test Conversion Tracker on your Facebook advertising campaign.
WHAT’S HAPPENING IN SEO?
On Jan. 22 Google announced another update of the Panda algorithm (#24), which affected approximately 1.2% of English queries. The Panda updates focus on elevating quality content and pushing down scraped and low-quality content.
Facebook announced their new Graph Search, currently in Beta for a select few. We are still in very early phases of testing to understand how this search function is going to work, but in the meantime we do have some thoughts around how to best optimize for it. Other than a few tactical optimizations to a brand Facebook page, a social and SEO integrated content strategy that appeals to social audiences is going to have the biggest impact on ranking within Facebook’s Graph Search.