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Monthly Archives: May 2017


Reddit’s new location tagging feature continues its push to become a social network

May 31, 2017 No Comments

 Reddit is continuing its march towards becoming a social network after it added location tagging to its mobile app. The service is famously known as “the front page of the internet,” but this year it has rolled out features that make it much more like Twitter or Facebook. Back in March, Reddit introduced user profile pages and the option to follow others, so location tagging… Read More
Social – TechCrunch


Spike Your Conversion Rates with Competitor Data

May 31, 2017 No Comments

In this live webinar, Jamie Smith from Campaign Watch and Michael Knight from Hanapin will show you just how to finagle through what to do with lead gen vs. ecommerce accounts using competitor data, and how to spike your conversion rates higher than you ever knew possible.

Read more at PPCHero.com
PPC Hero


Solving the enterprise attribution challenge

May 30, 2017 No Comments
On Tuesday, we announced Google Attribution, a new free product to help marketers measure the impact of their marketing across devices and across channels. Our goal is to help every business, large or small, solve the attribution challenge and better understand if their marketing is working. To meet the needs of our largest advertisers, we’re also introducing an updated version of our enterprise attribution product, Google Attribution 360.

Google Attribution 360

Just like with the free product, Attribution 360 is easy to set up, works across channels and across devices, and makes taking action easy. Both products also offer data-driven attribution, which uses machine learning to determine how much credit to assign to each step in the consumer journey. In addition, Attribution 360 is designed to be highly customizable and can measure ads from DoubleClick Campaign Manager. This means that you can get a view of your marketing performance that matches up with how you view your business. The new version of Attribution 360 is currently in beta, and will launch more broadly later this year.
Here’s how Attribution 360 is designed to solve the enterprise attribution challenge:
Fast setup
Attribution 360 offers seamless integrations with Google Analytics, DoubleClick Campaign Manager, DoubleClick Bid Manager, and DoubleClick Search. You’ll get all your marketing event data in Attribution 360 with no need for retagging and no data loss between systems. You simply link your accounts and reports will usually be available within 48 hours.
“The setup process for Attribution 360 reduced the time to first data from 3 months to just a matter of weeks. Using Google Analytics data was so much easier, we already had our GA tags onsite and validated. It just made life so much easier.” – Eric Bernhard, Marketing Innovation Manager at Dixons
Flexible data
Attribution 360 has a rich set of features to simplify the challenge of importing and managing your external data sources. You can ensure that your data is complete and correct with enhanced preview capabilities, in-product data quality reporting, and the ability to reprocess your data if you make changes to your setup.
Measures TV
The TV Attribution feature within Attribution 360 helps businesses integrate digital and broadcast data to understand their cross-channel performance. Good news: TV Attribution is now included in Attribution 360 with no extra cost and is available directly in the Attribution 360 UI.
Easy to take action
Of course the insights you get are only valuable if you can put them into action. Here are two ways Attribution 360 makes it easy:

  • The in-product Digital Optimizer lets you explore a variety of optimization scenarios to inform future marketing investments and make your media more effective and efficient.
  • Programmatic connectors send results directly to bidding platforms so your media buys use the most accurate attribution data.

Here’s how one of our customers, Confused.com, uses Attribution 360 to improve their search advertising.

Confused.com increases paid search conversions by 28% with Google Attribution 360

Launched in 2001, Confused.com was the first insurance comparison site in the United Kingdom. This 100% e-commerce company helps people save money on car insurance and related services.
Paid search is a critical part of Confused.com’s acquisition strategy. CEO Martin Coriat challenged his marketing team to improve paid search with data-driven insights.
To more deeply understand how people really interact with Confused.com’s marketing messages, the team implemented Attribution 360. Data-driven attribution insights showed each keyword’s role in the customer journey and the associated value to Confused.com. As suspected, data-driven attribution gave Confused.com proof of over-investment on some lower-funnel keywords.
Attribution 360 also revealed opportunities to invest in untapped upper-funnel keywords. Using these insights, the team was able to take immediate action in re-allocating spending to help drive up quote requests by 28% at a lower cost per acquisition.

“With careful data analysis and insights from Attribution 360, we’ve increased our quote volume and lowered our overall cost per acquisition. We’re now able to re-invest what we’ve saved back into paid search and put real pressure on our competitors.” – Sophia Glennon, PPC Manager at Confused.com You can read the full Confused.com case study here.

We look forward to sharing more updates on Attribution and Attribution 360 as we continue to invest in features and expand availability to more marketers.


Google Analytics Blog


NYU’s Sarah Kaufman talks about the shape of cities to come

May 29, 2017 No Comments

 On this week’s episode of Technotopia we talk to Sarah Kaufman, the Assistant Director at the Rudin Center for Transportation Policy & Management. Kaufman is working to create new transit opportunities for New Yorkers – and the world – and expects the future to be quite interesting. Her prediction? As we move towards self-driving cars we will see more options for… Read More
Startups – TechCrunch


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May 29, 2017 No Comments

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How Does Google Look for Authoritative Search Results?

May 29, 2017 No Comments
A NASA Android that Voyaged to Space
A NASA Android that Voyaged to Space

If you’ve done any SEO for a site, you may recognize some of the steps involved in working towards making a website authoritative:

  1. Conduct keyword research to find appropriate terms and phrases for your industry and audience
  2. Review the use of keywords on the pages of your site to make sure it includes those in prominent places on those pages
  3. Map out pages on a site to place keywords in meaningful places
  4. The meaningful places on your pages are determined by information retrieval scores for HTML elements such as Titles and Headings and Lists
  5. The placement of keywords in prominent and important places on your pages can make your pages more relevant for those keywords
  6. Research the topics your pages are about, and make sure they answer questions that your audience may have about those topics in trustworthy and meaningful ways

Focus on Authoritative Search Results

A patent granted to Google this week focuses upon authoritative search results. It describes how Google might surface authoritative results for queries and for query revisions when there might not results that meet a threshold of authoritativeness for the initial query. Reading through it was like looking at a mirror image of the efforts I usually go through to try to build authoritative results for a search engine to surface. In addition to using some of the same language that I use to describe how I build authoritative pages, the patent also defines what an authoritative site is for us in terms that I might find myself using too:

In general, an authoritative site is a site that the search system has determined to include particularly trusted, accurate, or reliable content. The search system can distinguish authoritative sites from low-quality sites that include resources with shallow content or that frequently include spam advertisements. Whether the search system considers a site to be authoritative will typically be query-dependent. For example, the search system can consider the site for the Centers for Disease Control, “cdc.gov,” to be an authoritative site for the query “cdc mosquito stop bites,” but may not consider the same site to be authoritative for the query “restaurant recommendations”. A search result that identifies a resource on a site that is authoritative for the query may be referred to as an authoritative search result. The search system can determine whether to obtain an authoritative search result in response to a query in a variety of ways, which will be described below.

This definition seems to tell us that authoritative sites are high quality sites. The timing of a couple of other actions at Google seem to fit in well with the granting of this patent. Once is the publication of a Blog post by long time Google search engineer Ben Gomes (who joined Google in 1999), on steps they have taken to improve the quality of results at Google, titled Our latest quality improvements for Search. In that post, Ben points out that Google has published a brand new set of Search Quality Rater Guidelines – May 11, 2017, publicly, so that they are shared with the world instead of just to Google’s Search quality raters.

One of the named inventors on this patent was an inventor on another patent that I wrote about which focused upon high quality sites as well. That patent is worth reading about together with this one. That post is one I wrote named Google’s High Quality Sites Patent. As I said of that patent, it describes its purpose in this way:

This patent identifies pages that rank well for certain queries, and looks at the quality of those pages. If a threshold amount of those ranking pages are low quality pages, the search engine might use an alternative query to find a second set of search results that include pages from high quality sites. Those search results from the first query might then be merged with the results from the alternative query, with the pages from the low quality sites removed so that the search results include a greater percentage of pages from high quality sites.

So the aim of this new patent is to find results from higher quality search results. Google does seem to be targeting higher quality pages these days with the results they show.

Google sets a fairly high bar with search results, telling us in the description to this new patent:

Internet search engines aim to identify resources, e.g., web pages, images, text documents, multimedia content, e.g., videos, that are relevant to a user’s information needs and to present information about the resources in a manner that is most useful to the user.

In the summary section for this patent, the objective of the patent is identified to us as finding authoritative answers:

This specification describes how a system can improve search result sets by including at least one authoritative search result that identifies a resource on an authoritative site for a query. The system can include an authoritative search result, for example, when scores of an initial first search result set are low or when the query itself indicates that the user seeks resources from an authoritative site.

What this Patent Does

A search engine doesn’t choose the query terms that someone might use to perform a search with; but it might be able to identify query refinements based upon the initial query term. If the original query doesn’t return an authoritative result; Google might insert into the results shown for it some authoritative results for one of those query refinements based upon that original query. It might show that authoritative result at the top of the search results that it returns. This means that Google will be more likely to return high quality sites at the top of search results, rather than results from sites that might not be seen as authoritative sites.

The patent that was granted this week is:

Obtaining authoritative search results
Inventors: Trystan Upstill, Yungchun Wan, and Alexandre Kojoukhov
Assignee: Google Inc.
US Patent: 9,659,064
Granted: May 23, 2017
Filed: March 15, 2013

Abstract

Methods, systems, and apparatus, including computer programs encoded on computer storage media, for obtaining authoritative search results. One of the methods includes receiving a first search query. First search results responsive to the first search query are obtained. Based on the first search query or the first search results, an authoritative search result that identifies a resource on a site that is authoritative for the first search query is obtained. A ranking of the authoritative search result and the one or more first search results is generated, and the ranking of the authoritative search result and the one or more first search results is provided in response to the first search query.

There were some really interesting points raised in the patent, which makes the whole thing worth spending time reading carefully:

1. Google might maintain a “keyword-to-authoritative site database” which it can refer to when someone performs a query.
2. The patent described “Mapping” keywords on pages on the Web as sources of information for that authoritative site database.
3. Google may also maintain “topic keyword and category keyword mappings to authoritative sites”.
4. Google may calculate confidence scores, which represent a likelihood that a keyword, if received in a query, refers to a specific authoritative site.
5. The patent talks about Mapping revised queries, like this: “The system can also analyze user query refinements to generate additional topic or category keyword mappings or refine existing ones.”
6. Interestingly, the patent talks about revisions in queries as being substitute terms that might be used “aggressively to generate revised search queries.” I’ve written about substitute terms before in How Google May Rewrite Your Search Terms.
7. If the original query, and the replacement query used to surface an authoritative result are similar enough (based upon a similarity score that would be used to compare them), that authoritative result may be demoted in the results shown to a searcher.


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FAME: Exploring Facebook’s Ads Manager for Excel

May 28, 2017 No Comments

Facebook Ads Manager for Excel, FAME for short, is a tool designed to alleviate data export and reporting by fetching information from multiple Facebook campaigns or accounts. Learn more!

Read more at PPCHero.com
PPC Hero


The Marc Newson Hourglass For Hodinkee shows us time is a nanoball

May 28, 2017 No Comments

 “Can anyone tell me what this is?” the teacher asked. Outside the rust rains had come again and the building reacted by assembling a nano sphere shield. They would be inside until it stopped. None of the children were old enough for the skin adaptation. She might as well keep them busy.
She held up half of a glass object, the top edge crude and sharp.
“A cup?” asked… Read More

Gadgets – TechCrunch


UK wants G7 to take collective action on online extremism

May 28, 2017 No Comments

 The UK Prime Minister is using the annual G7 summit of seven of the world’s major industrialized democracies to push for more to be done about online extremism, including co-ordinating on ways to force social media platforms to be more pro-active about removing and reporting extremist content to authorities. Read More
Social – TechCrunch