10 Conversion Events You Should Be Tracking Kevin Lee | Paid Search | | | If you don't feel like your paid search budget is as high as it should be, perhaps it's because you and senior management aren't using the right sets of conversion and micro-conversion metrics to justify the bids you need to grab high positions in Google, Bing, second-tier PPC engines, or other international platforms such as Baidu and Yandex. Attribution Issues Many marketers continue to rely on last-click attribution, rightfully putting an extremely high value on the last click.... | Yahoo Redesigns Sites to Make Way for More Stream Ads Matt Kapko | Search Marketing | | | Yahoo has revealed a new look across seven of its most popular sites. The company-wide redesign effort also makes way for stream ads, Yahoo's latest native ad format, to be further integrated across Yahoo's network on desktop, tablet and mobile devices. Over the coming days, visitors based in the US will see the redesigned sites at Yahoo Sports, Yahoo Movies, Yahoo Music, Yahoo TV, Yahoo Games and Yahoo Mail. The new Yahoo sites, which borrow some design cues from the highly rated... | How to Rock Your Customers' World: Interview With #SESSF Speaker Bryan Eisenberg Victoria Edwards | Data-Driven Marketing | | | SES San Francisco is just a couple weeks away, and Bryan Eisenberg will be one of the featured speakers. His session, Mad Men of Search: How They Leverage Data to Rock the Customer Experience, will show marketers how to leverage big data, what tools are available, and how to act on data insights in real time. Eisenberg is a professional speaker and an authority in the online marketing world, with expertise in conversion rates and persuasive content. He is also the co-author of... | 5 New AdWords Features Open Up New Data Insights and Optimization Potential Lisa Raehsler | Paid Search | | | Wish you had additional insights into your AdWords performance beyond the click and conversion? Now you can. Five recent features provide reporting and data that include more detailed insights into account performance. Some of the data has been around for a while, but added tweaks or accessibility in "columns" through the current account views is setting up these features to make a big impact on the way AdWords is optimized. A recent webinar from Google AdWords, "Taking Advantage... | Google AdWords Adds New Paid and Organic Report Jennifer Slegg | Paid Search | | | Google AdWords is introducing a new feature for advertisers to give more data right within the AdWords interface, even when it isn't paid ads specific. This is part of their campaign to connect data between the Google AdWords, Google Analytics, and Webmaster Tools. The new paid and organic report, which can help advertisers see their search footprints and enable them to determine if there are keyword areas that can be supplemented with paid advertising. It also allows you to view... | Mellow Mushroom Engages Mobile Audience with Summer Happiness Mellow Mushroom prompts consumers to enter ten-digit codes to win prizes and offers additional mobile experiences to further appeal to its customer base. Lisa Lacy | Strategies | Print version The Internet Twerks! An examination into the shift behind why live and custom content is central to brand success in a digital world. Chris Copeland | Strategies | Print version Chromcastic: Smart Devices, Dumb Terminals, and Not Fighting Your Customers Google's new Chromecast device opens the opportunity of creating an app for a more standardized development environment that can then be extended to the TV through a simple-to-use, affordable, and quality device. Frank Sinton | Video | Print version Pandora Shares Strategy for Introducing Video Ads Two years after introducing video ads to its primarily audio-centric platform, Pandora believes it has found the right balance between user experience and brand objectives. Matt Kapko | Video | Print version Pinterest Launches New York Fashion Week Hub Pinterest is making its official fashion week debut, teaming up with some of the biggest and brightest names in the industry to create its own virtual fashion hub. Anna Lee | Social Medianbsp; | Print version Goodbye, Video Responses: YouTube Giveth and YouTube Taketh Away YouTube has decided to retire Video Responses due to extreme low click-throughs. Many are lamenting the passing of this little-used feature. But what's worth commenting on are the features that YouTube has quietly given video marketers. Greg Jarboe | Video | Print version Airbnb’s Hollywood & Vines Crowdsources Short Film Airbnb has asked its Twitter followers to submit dozens of shots, which it will combine into a movie. Lisa Lacy | Social Media | Print version To Skip or Not to Skip: The Question of Pre-Roll Ads If we can deliver all of the information we want the consumer to see before an ad even begins, perhaps we needn't worry so much about the format. Tessa Wegert | Media Buying | Print version 5 Ways Mobile Marketing Can Help Retailers This Holiday Season If the 2013 holiday season is a continuation of last year's trends, shoppers will be more likely than ever to turn to their mobile devices to view offers, comparison shop in-store, and purchase goods and services. Michael Della Penna | Community Management | Print version Getting People to Buy Less What if you use the analytics generally employed to get people to buy more, to get people to buy less, cutting the cost of processing the original sale and the return handling? Jim Sterne | Verifying Business Value | Print version |
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