However, location and phone impacts on performance are not independent of one another, and dissecting phone performance by geography uncovers some interesting trends for advertisers to consider in their management of these modifiers. Paid Search Usage By State The map below depicts the share of paid search traffic coming from phones for each state in the U.S. in Q4 2014, according to Merkle|RKG data. Across all states, phone share of paid traffic stood at 23%, with Mississippi showing the highest share at 29% and Vermont the lowest figure at just 12%. It’s no coincidence that Mississippi is also the state with the lowest median income, as lower income users are more likely to use phones as their primary device for accessing the internet. This is at least partially the result of how expensive it is to set up and maintain internet in home, considering the cost of a router, modem, a device with which to access the internet, and the monthly bill for internet service. With many cell … [Read more...] about Why Your Mobile & Geo Modifiers For Paid Search Aren’t Getting The Job Done
Home best router
The Knowledge Graph is the latest in a series of efforts in which Google has adopted technology from the semantic web aka the “Giant Global Graph” envisioned by Tim Berners-Lee. For those retailers who haven’t yet adopted schema.org microdata, Good Relations RDFa and other structured markup on their product pages, now is the time to take advantage of the newly implemented Knowledge Graph technology. Will Google’s Knowledge Graph have an effect on retail? Absolutely! It already has. Google has been moving toward adoption of semantic web technology for quite some time. It started with rich snippets for enhanced displays and continued with support for schema.org microdata. Following is a chronology of events moving toward the semantic web: Yahoo! opens Search Monkey: February 2008 Google introduces reviews and aggregate reviews using rich snippets: May 2009 Google introduces RDFa support for videos: September 2009 Google encourages webmaster to “help us … [Read more...] about Can Retailers Benefit From The Knowledge Graph & Schema? You Bet!
In politics, the act of drawing, reviewing and re-structuring district lines for voting purposes to ensure that like demographics are aligned is a common practice. These lines appear bizarre when viewed on a map due to the non-uniform nature of redistricting. Why don’t politicians just use ZIP codes? Politicians learned many years ago that zip codes are not demographically sensitive. While it is fair to assume that there are some similarities with you and your immediate neighbors, within a few short blocks there are often stark contradictions across virtually every demographic data point. ZIP codes are not even real areas. They are, in fact, a series of delivery points. Even when treated as areas, they don’t have the density to relate to urban communities. Somewhere along the evolution of display advertising the “ZIP code” in its assorted repackaging forms became the standard for location and demographic based targeting. Geo targeting is one of the most … [Read more...] about What Display Advertising Can Learn From Politicians
Here’s our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: Update To Google Search App For iOS Fixes Bugs, But That’s About It The Google Search app for iOS has been updated with bug fixes and an improved voice search, but there’s no mention of Google Now included in the latest version of the app. Last month, the leaked video posted below suggested that Google Now would soon be available for iPhones and iPads via the Google Search […] Google Closing Social Login Gap With Facebook Facebook has been the dominant source of social logins, but Google is closing the gap and now accounts for more than one-third of all social logins. That’s according to the latest quarterly report from Janrain. After a couple years of consecutive gains, Facebook’s share of social logins has dropped for two straight quarters now. In […] Android Gives Google Play A Fresh … [Read more...] about Marketing Day: April 9, 2013
I promise to let go of this one after this week, but there have been so many upset people that I feel the need to revisit this subject once again. There have been many comments about my original post advising you to primarily target one keyword per page for organic search. I followed that up with some explanation of why I believe in targeting just one keyword per page. But one commenter called the advice "utter nonsense" (which is even worse than that regular nonsense I usually spew), so I'd like to give the explanation one more try, in hopes that perhaps we can at least live with each other without being so sure of ourselves. I'm willing to admit that other approaches work too, and I hope that this post will explain why this one can, too. Image by horizontal.integration via Flickr Ed, the commenter who referred to my advice as "utter nonsense," gave a few reasons based on the example I used of trying to optimize the home page of a Sheboygan shoe store for a competitive query such as … [Read more...] about One keyword per page: once more with feeling