Did you know that your paid search ads are susceptible to the same type of fraud that affects other forms of digital advertising? And we’re not just talking about click fraud here. The fraudulent tactic affecting PPC the most dramatically these days is a fairly insidious one that can be hard to detect. It’s called PPC ad impersonation and occurs when an impostor advertiser takes a known URL, like JossAndMain.com, and uses it as the Display URL of their own advertisement. When you first hear about PPC fraud rings, you tend to think of click fraud where an automated system, not a real person, is generating fake clicks on an advertiser’s ad. However, PPC impersonation is actually a much larger problem than click fraud, and marketers need to be watching to ensure their brand isn’t negatively impacted. Ad Impersonation Is The New Click Fraud Click fraud was a bigger issue in the past, but now is mostly dealt with by tighter controls from the search engines. Ad … [Read more...] about How A PPC Fraud Ring Impersonated 300+ Advertisers In May 2014
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Conversion optimization is bigger than your web site. From blogs and landing pages, to official outlets on social media sites, marketers now manage a large extended web that thrives beyond the borders of the traditional web site. Great conversion optimization must leverage the dynamics of each layer—and coordinate the interaction between them. The extended web solar system There are five rings of your web presence under your direct control: Core web: Online applications Inner web: Your traditional, navigable web site Outer web: Landing pages, blogs, microsites Social web: Outposts on social media sites Advertising networks: Paid media on other sites Picture this as a kind of solar system, with your inner web and core applications as the gravitational center: Of course, there’s much more about you out on the web—what others say, organic search results, affiliate initiatives, etc. But you can’t control those directly. So for managing conversion … [Read more...] about The 5 Rings Of Conversion Optimization
As marketers, we are dealing with a power crisis. We have more channels than ever to get our message out, and yet have fewer resources with which to utilize these channels. We must be proficient in a variety of skills to even manage our teams. This is a huge challenge when change occurs faster than we can get up our learning curves. To become an indispensable marketer, it is important to choose some things that have a visible impact on the business and that we can master within a reasonable time. I call these Power Processes, and I’ll be presenting several over the next few months. To kick things off, I suggest you become The Lord of the Rings. Please Add Me To Your CRM When someone completes a form on the site, you know where the information goes. Someone gets an email. A record is added to the customer relationship management (CRM) system. Lead counts are tallied for your weekly marketing report. Some get contacted. Some don’t. Some get the autoresponder they had hoped … [Read more...] about Marketing Power Processes: The Lord Of The Rings
The numbers are from our fourth annual Hashtag Bowl count of social media mentions during the Super Bowl. We only counted ads shown nationally, and only ads from after the kick-off until the game was over. Promos for shows on NBC, which carried the Super Bowl, were not included. Our scoreboard at the top of this article has the final count, but here’s the summary with percentages, based on a total of 56 national ads reviewed. The Count & Facebook’s Second Win Hashtags: 28 total, 50% of ads overall Facebook: 4 total, 7.1% of ads overall Twitter: 3 total, 5.3% of ads overall Snapchat: 1 total, 1.8% of ads overall URLs: 25 total, 44.6% of ads overall For the second year running, Facebook edged past Twitter to be the most mentioned social network. Snapchat Debuts In “Pitch Perfect 2” Ad Mentions of specific social networks were rare again — with Facebook and Twitter each slipping one mention compared to 2014. Last year, Instagram got a single mention. … [Read more...] about Super Bowl Commercials With Hashtags Slipped To 50% In 2015
Display advertising and local search have been key points of emphasis for major online search engines and networks in earnings calls over the last several weeks. This raises an interesting question about the interplay between local search and display ads: Can local spend help drive display advertising over the near or medium term? While we at Marchex are big believers in the local growth opportunity, we believe that traditional cost-per-impression (CPM) based display advertising needs to evolve if it’s going to effectively capture the hearts and minds of local advertisers. According to recent articles in the New York Times and Bloomberg, AOL CEO Tim Armstrong has declared display advertising and local web sites as top priorities for the company moving forward. Similarly, Yahoo! has been focused on selling display ads and has repeatedly talked about display as a growth engine. Not to be outdone, in their recent earnings call, Google stated that display ads are a great complement … [Read more...] about Will Display Make the Phone Ring?