By ZOG Digital In a much-awaited change from Google, AdWords has introduced Active View metrics and display network viewable CPM bidding. The change allows marketers to see how many of their impressions were actually viewed by users and bid accordingly. With the addition of a few important metrics, marketers have the opportunity to build more accurate and strategic ad campaigns. “Google has a history of adapting its services to include tools that are typically provided by third-party vendors,” says Kim Giroux, vice president of paid advertising for ZOG Digital. “Over the years, more advanced bid-management, ad scheduling and more transparent […]
Biggest Digital Marketing Takeaways from comScore’s State of the U.S. Online Retail Economy, Q3 2013
Last year’s U.S. eCommerce holiday spending season fell slightly short of initial forecasts, but continued to grow 14 percent over 2011. comScore presented its “State of the U.S. Online Retail Economy, Q3 2013” (SOR13) webinar, which offered some exciting 2013 holiday spending forecasts for retailers as well as insights into opportunities for digital marketing strategy this year and beyond. This year’s holiday season is the shortest it has been since 2002, with approximately 6 fewer days of shopping than last year. However, concerns over unemployment and rising consumer prices have lessened, laying the groundwork for an exceptionally promising Q4 2013. […]
1 in 4 small businesses have no strategy in place for social media marketing. Instead of haphazardly throwing posts and engagement out into the digital sphere, a social media marketing strategy is needed. In fact, a recent Social Media Benchmark Study found a correlation between a company’s social communications and a consumer’s likelihood to purchase and overall perception of the company. According to the report, this means “businesses can no longer adopt a trial-and-error approach to social media” and expect to see results. We have Tips for a More Successful Social Media Strategy right here. After setting a social media […]
It is well-known in sports games that credit is due to many more players than just the one who scored the goal – hence the tracking of assists. Similarly in digital marketing, it isn’t just the final click-to-purchase that should receive conversion kudos, but the interactions leading up to it as well. Reporting on metrics brings insight into the effectiveness of your marketing methods. Focusing only on the final click, however, gives you an incomplete picture. Each course to conversion hinges on various aspects of search, social and paid advertising, and understanding the different digital paths consumers take to end […]
Google Analytics is an extremely effective business tool when it comes to measuring sales and conversions, as well as providing digital demographic insight. In order to maximize marketing impact, companies often turn to specialists, in which analytic audits and assessments are necessary. There are six steps you must take so that those helping you are able to view your Google Analytics account. There is no limit on users, as long as they have a basic Google account. To provide Google Analytics access to an outside viewer, you must add them to your account with the following steps: 1) Log into […]
As search marketers, we get hung up on the rank of campaign terms and goals of being in the top few search results. While this is undoubtedly an important metric of SEO success, rank now more than ever only tells part of the story. For an industry built around analytics and black and white data, understanding that rank is an unreliable SEO success factor can be uncomfortable at first. While basic, the following should help those who want to understand the full picture of how SEO can impact a site beyond just your target terms and rank.