Many clicks and scrolls into my search, I realized that what I was looking for wasn't as simple as getting myself a raise. I had stumbled onto a deeper, more pervasive problem than the need to continue financing my addiction to live music concerts. I realized I was an infantrywoman in the fight for gender parity. For those who don't know me, I'm a young female search analyst working at Horizon Media. Fortunately, Horizon is a progressive company when it comes to issues of equality and acceptance. Still, this is an issue that goes beyond any one company. It permeates our society and our culture, and it influences my own mindset about my self-worth and the professional expectations I set for myself. I decided I had to do something about it - I had to be bold for change. So, what does that mean, exactly? And how does it apply to a young woman in digital marketing? The International Women's Day site was a good starting point, but I needed more. Ernst & Young offered some great … [Read more...] about What does it mean to be bold for change?
What does equality mean
AdRank in AdWords is a key AdWords marketing concept that plays a huge role in determining how prominently your ads are displayed in a SERP and also your cost-per-click. So, when Google quietly announces huge changes on how AdRank is being calculated, you should definitely pay attention! In my column today, I’ll explain in detail what AdRank is — and everything you need to know about the algorithm change! How Are Google Ads Ranked On A SERP? AdRank determines the order in which competing ads should be ranked on a SERP, which (obviously) has a huge impact on the visibility of your ads to potential customers. Here’s the basic concept: The preceding figure illustrates how competing ads on Google are ranked in descending order of Ad Rank. The advertiser that has the highest product of maximum CPC bid and Quality Score wins the coveted top ad spot. How Does AdRank Impact Cost-Per-Click? A less known (and more confusing) fact about AdRank is that it plays a huge role in … [Read more...] about New AdWords Ad Ranking Formula: What Does It Mean?
I have no idea what social network Google Plus (Google+) is going to kill. I have no idea if it is going to be huge or not. But I do have an idea of what it’s going to do to Local Search, or at least I have a vision. Whether my vision is right or not will likely be borne out over the next few months. But I am part pundit and therefore accountable to no one but my ego, so here goes… How Google+ Could Become A Killer Local Marketing Channel The Places Stream One day, we are all going to wake up and find “Places” as a default stream in our Google+ experience and a business’ “Plus” stream as part of the default Place Page experience. When this happens, it will be like local search chocolate meeting social media peanut butter. Circle Your Customers In some ways, Google+ Circles are no big thing. Numerous social nets, including Facebook, have allowed members to categorize their contacts, but most have failed at convincing people that it’s … [Read more...] about What Will Google Plus Google Places Equal?
Since the early 2010s, visual search has been offering users a novel alternative to keyword-based search results. But with the sophistication of visual search tools increasing, and tech giants like Google and Microsoft investing heavily in the space, what commercial opportunities does it offer brands today? Visual search 101 There are two types of visual search. The first compares metadata keywords for similarities (such as when searching an image database like Shutterstock). The second is known as ‘content-based image retrieval’. This takes the colour, shape and texture of the image and compares it to a database, displaying entries according to similarity. From a user perspective, this massively simplifies the process of finding products they like the look of. Instead of trying to find the words to describe the object, users can simply take a photo and see relevant results. Visual search engines: A (very) brief history The first product to really make use of … [Read more...] about What does visual search mean for ecommerce in 2017?
Google’s Accelerated Mobile Pages (AMP) project has launched, taking a huge stride towards Google’s stated goal of a “better, faster mobile internet.” But just what does AMP consist of, and what will it mean for the marketing industry? Last October, Google announced the introduction of its Accelerated Mobile Pages project, a new open-source initiative aiming to “dramatically improve the performance of the mobile web.” This latest move towards a more mobile-friendly web is Google’s answer to Facebook’s Instant Articles and Apple News. But while both of those initiatives require entering into a dedicated partnership with Facebook or Apple, anyone can get on board with Google’s AMP and use it to create web pages. In the months since the announcement, we’ve seen a lot more information released about what AMP will consist of, its key features and how it will alter the experience of the mobile web. So what is the significance of … [Read more...] about What does Google’s Accelerated Mobile Pages (AMP) mean for marketers?