You are here

Month: November 2020

Social 

Social Shorts: Instagram pegs Reels and Shop, Pinterest’s engagement metric, TikTok’s size and more

news

The social media marketing week in review: A round up of news and announcements you may have missed. Why Pinterest moved beyond CTR to understand ad engagement Source: Pinterest Relying on a straight click-through rate metric to understand how ads are resonating has its shortcomings, explained Pinterest engineers in a blog post. Those shortcomings include not accounting for ad position bias, users’ Save or Hide actions and brand awareness objectives. Instead, Pinterest explains, it developed a User Metric defined as Weighted Engagement on Ads [Clicks, Saves, Hides, etc.]  / Weighted…

Read More
SEO 

Back to basics: What does ‘long-tail’ keyword really mean?

news

The definition of long-tail keywords is not synonymous with the number of words typed into the search query, but rather the search volume they produce. Here’s how it works. If you’re responsible for overseeing the SEO strategy for your company, odds are you’re evaluating keywords to determine which ones to focus on. Many professionals mistakenly believe that long-tail keywords are defined by the number of words that are used in a particular search query. But this kind of thinking is technically wrong. So, why are they dubbed “long-tail” keywords? It…

Read More
SEM 

Evaluating PPC talent, part 2: The test

news

In part 2 of his series on evaluating PPC candidates, columnist Brett Middleton shares some tests you can administer to determine whether a potential hire is a good fit for your business. Previously, we discussed how to find good PPC candidates for your particular company, but now it’s time to evaluate those candidates. It comes down to this: You’ve held dozens of interviews with candidates almost impossible to tell apart. They all have similar credentials. They’ve worked in the right industry or environment, have used similar tools to what your…

Read More
Latest News 

Bentley Commits to Full Electric Lineup by 2030

news

Bentley is the latest automaker to commit to a fully electric lineup of cars by 2030, phasing out fossil fuels. Automakers have increasingly been moving toward hybrid and electric vehicles in lieu of fossil fuels. GM recently announced it was investing $2 billion in factories in an effort to focus on electric vehicle manufacturing. Subaru announced in January that it would transition to electric vehicles by the mid-2030s. Ford has been increasing the number of electric vehicles it offers, including the Mustang Mach-E and the F-150. Now Bentley is joining…

Read More
Marketing 

How Autodesk overhauled its marketing to align for better performance management

news

Speaking at the MarTech virtual conference, Zoe Marquardt described how the company overcame stubborn challenges. Autodesk faced a challenge with which many marketers are familiar. Teams that were expert in their various disciplines — channel marketing, regional marketing, industry marketing, etc. — had diverged into silos in the absence of a strong marketing performance management program. There was no unified view of how marketing spend affected program goals across all of these initiatives. Overcoming the pain point trifecta In short, the company faced three major challenges: Various marketing teams were…

Read More
Bing 

Google Snubs & Bing Embraces The 2015 Rugby World Cup

news

Bing provides a special area in search with standings and information for fans. Google does a special logo, but only in some countries. Looking to get the latest information on the 2015 Rugby World Cup, which began today and runs through October? Don’t google it. Bing it — because Bing’s got scores, line-ups and information while Google has nothing. Search for “rugby world cup” on Bing, and you get the latest scores of any matches: That includes a link to the current standings. You can also click from the box…

Read More
google 

Google Goes Public With Vulnerability After GitHub Drug Its Feet

news

Google Project Zero (GPZ) has disclosed a serious vulnerability in GitHub’s Actions feature, after the version control platform drug its feet fixing it. GPZ discovered an issue making GitHub Actions vulnerable to injection attacks. The vulnerability has been labeled ‘high-severity’ by GPZ. According to GPZ’s Felix Wilhelm, any project that relies heavily on Actions could be vulnerable. The big problem with this feature is that it is highly vulnerable to injection attacks. As the runner process parses every line printed to STDOUT looking for workflow commands, every Github action that…

Read More
Social 

WhatsApp Now Features Disappearing Messages

news

WhatsApp has begun rolling out disappearing messages, taking a page from Snapchat and other services. WhatsApp is one of the most popular forms of communication around the world, with the company recently announcing it is delivering over 100 billion messages a day. Now WhatsApp has announced disappearing messages, in an effort to make conversations “feel lighter and more private.” The company makes the point that, while some memories should be kept forever, most daily conversations are not that important or sentimental. As a result, once turned on, disappearing messages will…

Read More
SEO 

Stop the silo madness! Effective site architecture for SEO and findability

news

Content silos negatively affect both the browsing and searching experience which often results in lost sales. The search engine optimization (SEO) industry is full of jargon. Take the word “sitemap” for example. To many SEO pros, a sitemap is an XML sitemap. However, to professionals in different industries the word “sitemap” (one word) and phrase “site map” (two words) have the same meaning: a wayfinder site map. Sometimes the single word “sitemap” is interpreted as an XML sitemap. And the phrase “site map” is interpreted as wayfinder site map. Sometimes,…

Read More
SEM 

The nitty-gritty paid search account health check: Part 1

news

Whether you’re taking on a new account or reviewing one you’ve already been managing, columnist Amy Bishop’s tips will help you uncover optimization opportunities. Maybe you’re looking for ways to improve your paid search account, or maybe you’re looking at your agency’s newest prospect with fresh eyes. It could be that performance seems to be off lately, or maybe you’re just looking for some new testing ideas. Whatever your reasons, auditing even the most well-kept account is sure to stir up some opportunities for improvement. Not sure where to start?…

Read More