Why your content marketing program could be failing

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From the blueprint to the foundation, content marketing is a lot like building a house, says columnist Drew Eastmead. He explains why all the steps in the process are needed to create a strong content marketing program.

Please visit Marketing Land for the full article.

June 30th 2016 Uncategorized

Leverage the power of IBM Watson in your AdWords campaigns

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Columnist Russell Savage shows how you can integrate information from IBM Watson’s API into your AdWords scripts to get keyword information from webpages.

The post Leverage the power of IBM Watson in your AdWords campaigns appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

June 30th 2016 Google

An interactive history: How Google, Facebook & Twitter finally won over brands & TV ad dollars

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Charting digital’s efforts to bring bigger brand budgets online.

Please visit Marketing Land for the full article.

June 30th 2016 Facebook, Google, Twitter, video

Court: Viacom, not Google, on the hook for tracking kids’ behavior online

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Under the federal Video Privacy Protection Act, only parties that disclose protected information can be sued, not those that received the information.

Please visit Marketing Land for the full article.

June 30th 2016 Google

Paul Yole’s post-Cannes review: Something in the water with Aussies taking it to the world

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Paul Yole Cannes 2016.jpgWhilst in Cannes regular Campaign Brief contributor Paul Yole caught up with fellow Western Australian expats, Tim
Seddon and Gene Brutty, about the career path and experiences that led
them to Tokyo where they are associate creative directors at Google
.

At
my first Cannes Lions in 2007 all the talk was about a new campaign
from Ogilvy Toronto for Dove’s Campaign for Real Beauty. Behind this
great work was an expat Aussie called Tim Piper who hails from Adelaide.

Since
then we’ve seen Australians continue to perform at the highest level.
There has been The Best Job in the World for Tourism Queensland, McCann
Melbourne’s Dumb Ways to Die and of course a huge number of Grands Prix
for David Droga’s once small agency. The list goes on.

Last year I spoke to Perth’s Matt Eastwood about his journey to the
Worldwide CCO gig at J.Walter Thompson. Matt explained how his grounding
in Australia, and in particular in the regional market of Perth, had
been central to his personal growth.

Only two years after taking
on one of advertising’s biggest jobs, Matt has more than trebled
J.Walter Thompson’s Lions’ performance, with 79 this year.

Tim_Gene.jpgSo I
thought it would be a great opportunity to catch up with Google’s Tim
Seddon (right) and Gene Brutty (left) to talk about their path from Perth to Sydney and
on to Tokyo.

Not surprisingly, some similar themes emerged. So
I’m writing this in the hope it may encourage young advertising people
from smaller markets across the region to follow their dreams.

CB: You’re now Associate Creative Directors at Google Tokyo. What exactly does that mean –  what do you do day-to- day?

T&G:
We’re part of a team within Google called the Zoo. We collaborate with
agencies and brands to create innovative new ways to use Google’s
products, platforms and technologies. We’re obsessed with developing
ideas the world has never seen and only Google can deliver.

A
typical day sees us working on briefs from around Asia-Pacific and
chatting with engineers, technologists and production partners to try
and do things that haven’t been done before.

CB: How easy was it to adapt to both a very different work environment as well as a new culture?

T&G:
Well, it’d probably feel pretty similar to being thrown into a washing
machine and put on rinse & spin for five months straight. Tokyo is
an amazing sensory overload and Google is remarkable for both the
breadth of its endeavours and the speed with which things happen.

What
helped us was our desire to experience something completely new, to
feel scared and insecure. We’ve avoided comfort and complacency our
entire careers (we’re always running from it) and it’s certainly
something you don’t find easily in Tokyo!

CB: What was Sydney like for you? How does it differ to your origins in Perth?

T&G:
To be honest Sydney wasn’t much different from Perth. It’s bigger for
sure, with more agencies, production houses and clients, but the
challenges and frustrations remain the same.

Our time in Sydney
was great. For a young creative team from Perth, it felt like we’d made
it to Madison Avenue. The scale of the projects increased, the brands
were bigger and more prestigious.

Coming from a smaller city we
benefited from being the underdog. We needed to prove ourselves. We had
nothing to lose other than being put on a flight back to Perth.

CB: How important was your grounding in Perth? Any thoughts for young Perth creatives?

T&G:
We didn’t know it at the time, but the five or so years we spent
studying and working as junior creatives in Perth was the most
influential of our careers.

The limitations of the advertising
industry in Perth forces creatives to be scrappy, to hustle and fight
for ideas they believe in, even if it means bringing them to life
themselves. This is a brilliant trait to have and one that Perth fosters
well.

We set our sights on the world early on in our careers and
did everything we could to get noticed locally, nationally and
internationally. Don’t try to be the best in Perth, be the best in the
world.

CB: What are your ambitions for the future?

T&G:
We’re so lucky to be surrounded by some of the smartest, most
passionate people in the world. If we can’t do something great here, I
don’t think we can do it anywhere else. It’s been a long journey getting
to Tokyo and getting acclimatised so for the next few years we just
want to put our heads down and focus on the work. After that? Who knows.

***

Matt
Eastwood presented a talk at Cannes this year around the theme of
‘Passion Trumps Talent’. Talent, according to Matt, is nothing without
determination. Above all else, passion is the invisible catalyst that
can inspire an ordinary person to do extraordinary things.

So if
you’re under 30 and work in a smaller market be assured that nothing is
impossible for you. But I would like to challenge you to also consider
whether you can be part of a drive to build a global creative hotbed
from within your own location.

You’ll never know until you try.

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June 30th 2016 Uncategorized

Press Play on TrueView Video Ads for Performance – Google Best Practices

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Google's Official Best Practices - Get Tips for AdWords

Video consumption has gone from primetime to ‘all-the-time.’ From teens to adults, people spend as much time watching online video as they do watching TV. 1

There have never been more opportunities for brands to connect with consumers through the power of video and YouTube. We’ve published a new guide, Press Play on TrueView Video Ads, to help you understand how to optimize TrueView ads to support your performance goals. It touches on topics such as:

  • Understanding TrueView ads and how to measure success 
  • Capturing attention with compelling TrueView ads 
  • Reaching highly-qualified audiences with YouTube 
  • Tracking and optimizing video ads 

Check out these TrueView video ads best practices to drive more leads or conversions for your business.

Want to stay on top of even more Best Practices? Sign up to receive our monthly newsletter.


Source: Millward Brown Study, Video Creative in a Digital World, 2015.

June 30th 2016 Uncategorized

Google now offers real time earthquake information in search results

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Google announced they are now showing richer earthquake related information right at the top of the search results for earthquake related queries. They want to give people who feel a tremor quick and authoritative information about what they just felt. Google said the “information will…

Please visit Search Engine Land for the full article.

June 30th 2016 Uncategorized

New in Google PLAs: “Special Offers” filter & an ad that links to a new Shopping page layout

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A new landing page on Google Shopping flows a lot like a product page on Amazon with product details, seller details, reviews, links to related items and more on a single page.

The post New in Google PLAs: “Special Offers” filter & an ad that links to a new Shopping page layout appeared…

Please visit Search Engine Land for the full article.

June 30th 2016 Google

Google Maps Testing Video Verification For Businesses

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As you know, you need to verify your business on Google My Business to be listed as a verified business in Google Maps results and the local pack nicely. You can do that via snail mail verification, phone verification, Google Search Console verification and more.

But now, Google is testing a video verification method – where you do a video call with a Googler who will verify you really exist.

There is a post about it in the Local Search Forums with a copy of the email sent to one local SEO:

Weâre glad to inform you that your listing is eligible to be verified via a new method weâre exploring: Video Verification.

Video Verification is an experimental method and youâre under no obligation to try it, but we hope that you will (and that youâll find it quick and convenient.) Video Verification can be completed via a video call with our specialist from either your workplace or your vehicle.

– Workplace – To show us where you get your work done. This will include showing our specialist around your workspace, your business logo, and the tools you use. If you meet customers on your premises weâll want to see your public space as well.

– Vehicle – To show us how you get to your customers. This will include showing our specialist the license plate of your registered motor vehicle (sorry, no public transit accepted at this time) and your business logo On the vehicle. If you carry tools or other instruments of your trade in your vehicle, thatâs ideal.

Whatâs next? A confirmation that youâd like to be a part of this test group, and the best time to get on a video call with you. Weâre happy to entertain requests outside regular work hours too.

Not excited about video verification? If youâd prefer to not take part in our video experiment, please let us know. (Weâll wait to hear back from you before taking any further action.) Weâre happy to share other ways in which you can provide us the required information via email, such as photos of your business and confirmation from a company domain.

Interesting method to verify a business exists, just look them in the eyes and see if you trust them. Or like it says, show them your office and make sure you have signage on your office and/or car.

It is a cool way to do it but it seems the Google Search Console or phone verification may be quicker.

Forum discussion at Local Search Forums.

June 30th 2016 Uncategorized

As Publisher Reach on Facebook Goes Down, Video Is Going Way Up

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Even as Facebook plans on de-emphasizing publisher-posted content in users' news feeds in favor of posts from friends and family, video seems to be on the way up.

According to data compiled by SocialFlow, a social analytics company used by many major publishers, video content posted by publishers on Facebook is gaining quite a bit of traction. The company—which posts more than half a millions stories a month to Facebook and other social media channels on behalf of publishers—analyzed 30 days of video content to determine the total reach, likes and shares. And while a report last month highlighted a 42 percent drop in reach for publishers from January to May, SocialFlow found reach had grown by a factor of eight in the past month.

According to the data, which SocialFlow presented via Facebook Live on Tuesday, video accounted for just 0.9 percent of posts but for 7.15 percent of reach, 5.2 percent of likes and 11.1 percent of shares. And while the results don't represent all publishers, SocialFlow said there might be some outlets that are seeing even better results.

"It's clear that media companies are increasingly turning to video to maximize their reach and audience engagement," SocialFlow CEO Jim Anderson said in an email to Adweek. "We've heard plenty of anecdotal reports of strong video performance, and now we have the data to back up the anecdotes."

The data doesn't include Facebook Live video, which is becoming increasingly prominent on the platform, especially since Facebook began paying some publishers millions of dollars to use the format. (According to a Wall Street Journal report earlier this month, Facebook is paying more than $50 million collectively to news outlets including The New York Times, Mashable, CNN and Vox to create video content.)

Anderson said he "wouldn't be surprised" if video posts grow to account for 5 percent to 10 percent of total post volume over the next six to 12 months.

That rapid growth would be in line with Facebook's own estimates. Earlier this month, a Facebook vp in Europe said at a Fortune event that she thinks most content on the platform will be "all video" within five years and that it will all be on mobile.

June 30th 2016 Facebook, Technology