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Over the past two years, social media advertising budgets have doubled worldwide, from $16 billion U.S. in 2014 to $31 billion in 2016. While Facebook currently claims nearly 70% of the social advertising market, it's starting to get some serious competition from younger networks. Twitter, Instagram, LinkedIn, Pinterest, and Snapchat are all vying for their piece of the social ads pie, and advertisers today have more options than ever before to promote their brands on social. From mobile to live video and everything in between, we've documented some of the most significant milestones for both these top networks as well as social advertising in general. Check out the below infographic on the history of social advertising and consider: What opportunities and challenges will brands face in the next 10 years?...
Some of my takeaways?
LinkedIn, for example, provided an excellent return on B2B ads, while Google still reigned supreme for B2C. StumbleUpon’s conversion rate for paid products was woefully low.
The top three paid ad spots on Google’s SERPs, for example, get 41% of the clicks. Even the best SEO techniques will only expose you to 59% of the viewing audience, and Google’s knowledge graph and infoboxes are quickly cutting into that as well.
Marketing professionals across the board agree that pay-per-click advertising works. The hard part is getting set up with a solid PPC plan to serve as your foundation.
We need to know how much to spend, when to spend it, where to spend it, and how to spend it correctly.
Those are tough calls to make, especially if you’re a paid advertising newbie. The paid platforms can be complicated and confusing. What do you do with all these options, data, and metrics?
Google continues to emphasize mobile-first, which means that the look of the SERP is changing in ways that favor the mobile experience. Of course, paid ads need to adapt to the mobile-first world too, and today Google has announced some new and interesting changes to AdWords, rolling out over the next few months, that PPC marketers need to know about. Yesterday I flew out to the Google Performance Summit and got an exclusive first look at the newest ad formats and features coming to Google. Here’s everything you need to know moving forward about these big changes coming soon to AdWords....
The advent of internet technology has changed how people do things. Online shopping is one of the most popular activities nowadays. However, online marketing is even more widespread. Marketers are employing all sorts of online marketing to get products and services out there to prospective customers.
-The use of social media is not new, but it is really tricky even for the most seasoned marketing agents. If you have never used social media for marketing, then you are bound to have some problem at first.It is a common assumption that social media is just about socializing. You get to make new friends, share fun moments and sad ones, plus so much more.
While you are in the business of doing all of this, you can let your network know about certain products that you have available. Information usually spreads very fast through social media and this is why people are opting to market their products using this platform. The costs are significantly lower than advertising on broadcast media like television and radio. At the same time, social media spans a large population.
Even so, terms and conditions apply. There are several things that you have to get done in order to make certain that your social media advertising campaign is successful. These are the so-called ‘laws of social media marketing’. They are really simple to follow and anyone can use them....
Marketing forecast? Sunny with a chance of burritos... Who said content marketing isn’t fun? A recent Adweek story looked at three companies, including Taco Bell, who are buying real-time, mobile ads based on the weather. Twitter and The Weather Channel were quick to recognize the growing revenue possibilities in mobile marketing. They announced a deal to create custom content based on the weather and sell it to eager marketers....
Articles in a series on Mashable.com called “What’s Inside” looked for all the world like the hundreds of other articles on the digital media site. But journalistically, they were something very different.
The articles, about technology topics in a wide variety of products, including modems and theHubble Space Telescope, were paid for by Snapdragon, a brand of processor chip made by Qualcomm, and the sponsor of the series. Most were even written by Mashable editorial employees.
An article on Google Glass technology was shared almost 2,000 times on social media, indicating that readers may not have cared, or known, if it was journalism or sponsored content, although the series was identified as such. Advertisers and publishers have many names for this new form of marketing — including branded content, sponsored content and native advertising. Regardless of the name, the strategy of having advertisers sponsor or create content that looks like traditional editorial content has become increasingly common as publishers try to create more sources of revenue....
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In June, the brand's premium Elit vodka line started analyzing Google Trends data to zero in on online chatter and use it to crank out stylized posts of bottles, martini glasses and recipes. For the holidays this year when searches for martinis and vodka cocktails spike, the brand is enlisting such data to inform an Instagram campaign called Elit Live Social Lab. If a recipe for a chocolate martini is trending online, for instance, Elit's social team will whip up and post a picture of a chocolate drink within 24 hours. Brand manager Lauren Ryan said that when it comes to which social platforms Elit prioritizes, "Instagram is first and second for me, and Facebook follows," because the visual platform is particularly conducive to targeting luxury consumers. "If you take too much time, that conversation is over and you miss it," Ryan said. "When we saw this as a way to approach social, we knew that it would only work if we flagged these conversations and said, 'OK, we're going to tap into this today, but this is our only day.'"...
HubSpot customers have been running LinkedIn Sponsored Updates through HubSpot for almost a year now. Using these powerful social ads to get more from their content and inbound strategy. When we first integrated LinkedIn Ads into HubSpot, we weren’t sure what to expect. But since launch, we’ve had the opportunity to review our customer’s performance and we’re excited to share what we’ve learned.
With content marketing, the average campaign takes at least a few months to see any real results.
You invest money upfront, but need to wait for the return.
With advertising, on the other hand, you spend money upfront, but you see the results almost immediately.
Additionally, there’s no reason why you can’t use both types of marketing....
The media constellation has become increasingly fractured. The Web produced the initial fissure, but mobile created new cracks in the landscape. Today, no single medium earns more than 45% of our media consumption. How can you solve this problem? Social media offers a solution....
This past winter, Ace Hardware tested location-based mobile ads before and after snowstorms to pitch items like shovels and de-icers. Buoyed by the results—and underscoring how brands have begun using the weather to target on-the-go consumers—it now plans to buy mobile ads when the temperature is optimal for green thumbs to get planting, hoping they'll need the retailer’s fertilizers and other garden products. "We want to reach folks in real time and help them deal with the weather as it's coming," said Jeff Gooding, Ace’s marketing director. "The idea of helping has traditionally been part of our brand, and it’s becoming a part of our mobile strategy." Sensing a chance to nab more ad dollars, Twitter and The Weather Channel (TWC) last week announced an agreement centered on a new weather-based ad-targeting product. Twitter says that 60 percent of its massive audience derives from smartphones—where users will be seeing Promoted Tweets thanks to the TWC deal. And based on certain forecasts, Taco Bell, Seamless, Delta (airlines), Farmers, Goodyear and others have fallen in line with Ace Hardware, targeting nearby consumers via mobile ad networks such as MoPub and Jumptap and—in a lot of cases—TWC's popular smartphone app....
Wow, that was a cool ad” is not something I say often. But I was recently browsing Wookiepedia, a Star Wars Wikia site, and when I clicked an external link it popped up a half-screen interstitial for 15 seconds before redirecting me to my destination. Instead of cluttering its site with more ads, Wookiepedia let me bounce around internally for free, but “charged” me to leave. And I was impressed. Advertising is the lifeblood of the consumer Internet. It finances content and utilities so they can be free and widely accessible. But too much advertising and the user experience degrades. No one wants to sift out value from a sea of marketing. Exit traffic ads seem like an elegant solution....
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good