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How to market your brand using interactive native content, Part 5

In part 5 of this series examining the many use cases for interactive native content, contributor Jane Loring explores how this new approach can be implemented within your cross-channel marketing strategy.

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Bridging data and action: How to create killer reports

Are your reports not having the impact you would have hoped? Check out columnist Amy Bishop’s tips and tools below to create powerful, useful reports that drive results. The post Bridging data and action: How to create killer reports appeared first on Search Engine Land.

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Is a CMP the Answer to Your Digital Ad Woes?

Digital advertising has changed a tremendous amount over the past five years. There’s been a significant amount of resistance from Internet users regarding blatant advertisements and businesses have had to figure out ways to make their digital advertising strategies more authentic and organic. This has led to some significant growth in the area of programmatic advertising and, as a result, has fostered a need for Creative Management Platforms.

What are Creative Management Platforms?

The term Creative Management Platforms (CMPs) refers to the class of creative ad technologies that satisfy the overwhelming and otherwise time-intensive design needs today’s digital advertisers are saddled with in a programmatic environment that delivers countless ad iterations to a number of distinct audiences.

In essence, a CMP is used to make creative ad design possible at a large scale. It allows advertisers to tailor each individual ad to a specific audience and segment without having to manually create an array of different ad sets ahead of time – which drains the time and creative energy of in-house design teams. Basically, a good quality CMP provides the following specific benefits:

1. Cost Savings

The cost savings that a CMP provides can be significant. Not only does CMP require far less manual involvement from your employees, but it also ensures each ad is created in the most cost-effective format possible. For extremely active digital advertisers, this can save thousands of dollars a month.

2. Timely Delivery

With programmatic advertising, speed is a must. CMPs allow you to quickly and efficiently deliver a variety of ad sets without any delays or setbacks. This ensures the right message is delivered at the perfect time.

3. Tailored Messaging

Obviously, one of the greatest benefits of a CMP is that it lets businesses tailor an ad’s message to a specific audience. For example, let’s say you run a rental car business. The same advertisement isn’t going to be equally effective for both business travelers and weekend road-trippers. With a CMP, you can run the same ad set, while automatically offering different variations for each of these two audiences. Not only does this save time and money, but it drives up conversion rates.

4. Rich Analytics

Finally, a good CMP will provide you with lots of feedback on your ads. This allows you to split test, gather results, and gain a better understanding of which ads are working and which ones are ineffective. At the end of the day, this allows you to optimize for superior results.

How the Right CMP Can Change Your Approach to Digital Advertising

When it comes to delivering unique ads in a cost-effective and time-saving fashion, most businesses have two options Dynamic Creative Optimization (DCO) and CMP. While they may look similar on the surface, they are, in fact, two totally different classes.

“In a loose way, it’s the difference between a made-to-order meal and a pre-made one,” marketing technology expert Barry Levine says. “Although both platforms allow for performance feedback to create a Darwinian selection of the fittest, where only the best-performing ad offspring survive for later generations, the differences point to different goals, just as a restaurant meal and prepared food have different goals.”

CMPs are superior to DCOs in just about every shape and form. While DCOs can work for smaller businesses under certain circumstances, a CMP is a much better investment. The reason comes back to the demand for creativity.

According to a recent study from On Device Research, which analyzed 200 mobile ad effectiveness studies, the top performing 20 percent of mobile ads have six times the improvement in ad recall and purchase intent compared to the other 80 percent. Furthermore, creative quality was the biggest driving factor in the disparity between top performing ads and average ads.

“The key is to build a process that seamlessly ties together your media, data and creative efforts. Most brands have gotten quite good at the media side and are getting closer to effectively leveraging data but creative usually trails,” says Alex Saric of Celtra, a leader in the CMP space. “An effective creative management platform can address this gap, integrating with your data and enabling efficient production of quality creatives, distribution across channels and unified analytics to optimize. Brands gain back control of their message, can communicate it optimally and do so efficiently across campaigns.”

Choosing the Right CMP for Your Needs

Understanding your need for a CMP and actually finding the right one are two totally different things. There are a number of CMP solutions on the market and some are far better than others. As you look around and do your due diligence, here are some of the things you’ll see in top CMP solutions.

1.  Easy to Use

One of the biggest drawbacks of using DCOs is that they’re complicated and challenging to use. You almost need to hire someone to manage your DCO for you, which removes the “self-service” aspect from the equation. A good CMP will allow you to design and run hundreds of different ad sets and variations all on your own. However, some are easier to use than others, so make sure you take this into account as you compare different platforms.

2. Direct Integration

Because programmatic campaigns require different ad versions, you need a CMP that integrates directly with ad servers. Not only does this save time, but it also removes a lot of the risk of human error that’s often associated with creating and uploading so many different variations. Specifically, you need your CMP to integrate with Facebook. No site comes close to Facebook in terms of audience data, so being able to work directly with the Facebook advertising platform is a huge bonus.

3. Comprehensive Editing

How many times have you designed an ad and then noticed one small thing needs to be fixed? Nothing is more frustrating than not being able to adjust the exact element or pixel you need to change. A good CMP will let you edit every pixel of every variation with very little friction.

4. Beautiful Animations

You obviously want your ads to look good, which means your CMP needs more than pre-canned effects and animations. A good CMP will have hundreds of components and features that can easily be integrated into different ads for unique and attractive visuals.

5. Cost-Effective

In a perfect world, cost wouldn’t be an issue. However, if your business is like most, cost is a very significant tipping point. The entire point of using a CMP is to improve efficiency and drive conversions. If it costs more to use the CMP than you’ll benefit, then it’s pointless. Crunch the numbers to ensure an investment makes sense.

Looking Towards the Future

Today’s digital advertising landscape looks totally different than it did just a few years ago. To get the most out of your advertising efforts, you need to pay attention to time, creative energy, and costs. Programmatic advertising is an industry staple, but you can’t afford to approach it without the right tools. A good CMP will help you get where you need to be. Review your options and consider making an investment in your future.


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Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

The post Is a CMP the Answer to Your Digital Ad Woes? appeared first on SiteProNews.

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Data is the new currency, but are advertisers spending wisely?

Despite big investments in data, many marketers are headed into the key holiday season knowing little about their data partners or if they’re reaching the right audiences. Contributor Toby McKenna explains how to separate the data contenders from the data pretenders.

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Google emails warnings to webmasters that Chrome will mark http pages with forms as ‘not secure’

Have forms, login fields and other input sections on your HTTP website? Chrome is going to mark them as not secure. The post Google emails warnings to webmasters that Chrome will mark http pages with forms as ‘not secure’ appeared first on Search Engine Land.

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Evolution of the Influencer

Evolution of Influencers

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Facebook will penalize fake videos in latest news feed algorithm update

Facebook will target photo posts with fake click-to-play buttons and videos that are simply static images.

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How important is Google Shopping for retailers?

Columnist Andy Taylor shares his views on the recent European Commission antitrust ruling against Google and how this might impact retailers that rely on Google Shopping for sales. The post How important is Google Shopping for retailers? appeared first on Search Engine Land.

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Facebook Inc. Dominates the Social Media Landscape

You will find more statistics at Statista

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3 ways intent data is getting better for B2B marketers

Columnist Peter Isaacson explains how AI technologies and intent-level data are helping B2B marketers better understand their prospects and customers to stay ahead of the competition.

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Dynamic Search Ads pilot in Bing Ads now open to all US advertisers

Ads are automatically matched to queries based on advertisers’ website content. The post Dynamic Search Ads pilot in Bing Ads now open to all US advertisers appeared first on Search Engine Land.

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9 Tips for Writing Compelling Introductions

There are two ways article writers can grab the attention of a reader. One is an eye-catching headline and the other is a compelling introduction. Most writers and marketers know how to make headlines truly attention grabbing. What about the introduction? The short paragraph that kick starts your article should be as interesting as the rest of it. People start reading from the top; therefore, if the intro paragraph is so-so, they may not bother to read the rest. Here are several pointers that will help you write an introduction that entices the target audience to keep on reading:

1. Avoid Repeating the Title

The readers have already read the title. There’s no need to repeat it again in the article and risk appearing redundant.

2. Keep the Paragraph Short

While there is no rule to how long an introduction could be, it’s best to keep it short for an online audience. Slate, the magazine, ran a study that measured the attention span of the average online reader. It’s quite short, which may come as no surprise. Therefore, it’s necessary to keep the intro short and deliver the necessary information without beating around the bush.

3. Write a Short First Sentence

People can understand short sentences easily. This reason makes short sentences very popular among marketing content writers. Short sentences can deliver information quickly, and in an easily digestible manner regardless of the reading level of the user. If you want to engage a wide, generic, and probably reluctant online readership, deliver information in mini sentences. A punchy short sentence is a great start to an introduction.

4. Be Odd

The introduction is often regarded as the “hook” of the article that engages the reader. So how exactly can a writer create this hook? If you want an introduction to stand out, write something odd or unusual. Say something different from what users encounter on the Web almost every day. Then you’ll have a reader intrigued enough to keep reading.

5. Do Mention What the Article is about

Content writing should be creative, but never mysterious. You should tell the reader what the article is about in the introduction, if it’s not obvious from the headline. Then tells readers what to expect to get them interested. Think of this as providing a thesis for an academic paper. You lay out your intentions right away, but the reader has to keep reading to find out the full results.

6. Establish Relevance

You should tell readers what the article is about, as the above point shows. Then you should tell readers why that topic is important. For example, if you are writing an article about beekeeping, tell the readers that the article is about beekeeping. Soon afterwards, you should also mention why learning about beekeeping is important. You can say that bees are disappearing and ruining harvests. The readers need a reason to stay engaged. Relevance or the importance of the topic is a major reason why people continue to read.

7. Address a Problem

Addressing a problem that the target audience might have in your article is a good way to create a unique and engaging premise. Your target audience will definitely have problems that your article can raise awareness about. I’ve experienced the effectiveness of this strategy first-hand with our bestcheaptech.com blog. The target audience for this blog is cash strapped buyers looking for cheaper alternatives to expensive products. Once we profiled the readers, we addressed their budget gadget issues directly. Then, we experienced a very significant rise in visitor engagement with the site. There’s no reason your blog or website cannot replicate this success.

8. Be Wary of Storytelling

Telling a story in the introduction is considered a good technique to engage the reader. Perhaps. You have to be careful when starting off your introduction with a story. You may think it’s interesting, but the reader may think it’s long-winded and irrelevant. If you have a story to tell, first make sure it’s a story that the reader can relate to. If the story illustrates a problem that the target audience might experience themselves, then mention it in the intro. Otherwise, avoid telling stories in the first paragraph.

9. Refer to the Reader as “You”

It’s recommended to use the word “you” at least once in the article. It appeals directly to the reader. The use of “you” makes the article more empathetic. Readers are more likely to stay engaged if the article appears to be written just for them. Don’t write impersonal articles. That perspective may work for newspapers, but the results are not so good for content marketing.

Use the above suggestions to make the intro paragraph of your articles interesting. Employing one or two of the above techniques will decrease the bounce rate for content on your blog or site.


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Eduardo Bridges is a professional writer and a blogger who covers tech-related topics. He currently blogs about affordable tech gadgets for http://bestcheaptech.com.

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Developing YOUR audience targeting strategy

Columnist Christi Olson digs into how remarketing can be used create, shape and target the most important online audience in the world: yours.

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Site optimization or traffic optimization: Which delivers better results?

Knowing where to invest in online marketing is crucial for search marketers with limited budgets and resources. Columnist Jacob Baadsgaard explores whether you’re better off investing in higher-quality traffic or conversion optimization. The post Site optimization or traffic optimization: Which…

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Basic SEO Search Engine Optimization Explained

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How to get developers to implement SEO recommendations

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Nailing down ads for the holiday season

E-commerce marketers, are you prepared for the holiday season? Columnist Thomas Stern shares some ideas on where to invest your paid media dollars to maximize holiday sales. The post Nailing down ads for the holiday season appeared first on Search Engine Land.

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Marketing Day: Facebook to penalize fake video posts, Quora ad news & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

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SearchCap: Google lite app, Bing dynamic search ads & Pinterest zoom

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google lite app, Bing dynamic search ads & Pinterest zoom appeared first on Search Engine Land.

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Quora launches retargeting for advertisers

Advertisers can build audience lists and create ads targeted to segments of past site visitors.

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Pinterest now lets people zoom in on pins, has redesigned visual search icon

Users no longer have to be signed in to Pinterest to use its visual search Chrome extension. The post Pinterest now lets people zoom in on pins, has redesigned visual search icon appeared first on Search Engine Land.

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