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Monday, June 27, 2022

Marketing Glossary

Guide To Mastering B2B Programmatic Advertising [Guide]

Programmatic advertising automates the processes and transactions involved with purchasing and dynamically placing ads on websites or apps. With programmatic, you can purchase and place ads, including targeted advertising content.

Search Engine Journal has published ‘A Complete Guide To Mastering B2B Programmatic Advertising’.

This guide covers the following:

  1. What Is Programmatic Advertising?
  2. How Does It Work?
  3. How Is Programmatic Advertising Different From Google Display?
  4. How Does Programmatic Benefit B2B Marketing?
  5. How To Get Started With Programmatic Ads
  6. How To Get Premium B2B Results With Programmatic

Alex Macura says, “Essentially, the programmatic advertising platform universe is made of these components:

Sell-Side Platform (SSP)

Also called supply side platform. This software enables publishers to sell video, mobile and display advertising impressions to interested buyers in real time.

SSP includes ad exchanges, networks, and demand-side platforms (explained below), and gives publishers more control over their stock and CPMs.

Demand Side Platform (DSP)

This platform allows ad agencies and B2B marketers to purchase ad inventory cross-platform.”

Google Autocomplete – Everything You Should Know

Google Autocomplete allows the searchers to complete their query by suggesting possible extensions of what they are currently typing in the Google search.

MOZ contributor Ann Smarty has published an in-depth article on Google Autocomplete.

She says, “Keyword research is exactly how SEOs have been using Google Suggest for ages — with much success.

Google Autocomplete is perfect for discovering more specific and relevant phrases that searchers are using to solve problems or answer questions, as it extends your search query as you type it. If your query is searched a lot, Google will continue extending it further and further — just keep hitting space at the end of each query:

All of these suggestions provide content ideas by narrowing your initial term down to more specific angles.”

Google Autocomplete: More than a Free Keyword Research Tool


Get More Clicks with These Meta Description Tips

The meta description is one of a web page’s meta tags. With this meta information, webmasters can briefly sketch out the content and quality of a web page.

Content Marketing Institute contributor Ann Gynn has shared five meta description tips to help your content get more clicks.

She says, “Here’s how to make the most of the words that do fit.

1. Consider the searcher (aka why would someone search for this content?)

Think about why your audience would search for this topic. First, identify the targeted keywords for the article – this helps you understand who the target search audience is.

For example, consider Search Engine Journal’s meta description (for its article on how to create meta descriptions): “The meta description is an HTML tag that provides search engines and searchers a description of what the page is about.”

While BrightEdge describes its page this way: “A meta description is the information about your page that appears in the search engine results below the title/URL of the page.”

Both explain a meta description. However, by using the phrase “HTML tag,” Search Engine Journal indicates its page serves an audience that wants to learn about SEO technicalities.”

5 Meta Description Tips To Help Your Content Get the Clicks

Content Marketing Institute

Guide to Social Media Algorithm

Search Engine Journal contributor Greg Jarboe has published ‘A Guide To Social Media Algorithms & How They Work’ to help marketers improve social media marketing performance.

He says, “Why do so many marketers keep asking, “How do social media algorithms work?” Because the algorithms for the major platforms can change quickly.

But, marketers should also keep asking, “Which social media platforms have the most users?” Because that data can change frequently, as well.

So, here are the latest answers to the first question about the algorithms for the eight platforms that you should be considering today.

Spoiler alert: This update contains some surprising shifts in the latest data on monthly unique visitors, monthly visits, and monthly average visit duration from SimilarWeb.”

A Guide To Social Media Algorithms & How They Work

Search Engine Journal

Guide to Using GIFs in Twitter Marketing

GIFs are quite more engaging than static images. They get 167% more click-throughs than tweets with static images, and the engagement rate for a post with a GIF increases 20%.

Social Media Examiner contributor Anna Sonnenberg has published an article on creating and using GIFs in your Twitter marketing.

She says, “On Twitter, most videos are designed not to loop. They autoplay once before stopping, requiring users to replay them manually. In contrast, GIFs loop automatically. This aspect gives them a mesmerizing quality that has a way of getting users’ attention. When you really want to get a message across, looping it repeatedly can be a smart play.

Custom Options

When you think of tweeting GIFs, you might focus on the viral memes that users often share across Twitter. Although this pop culture–focused content may be a good fit for your brand, it certainly isn’t your only option.”

How to Create and Use GIFs in Your Twitter Marketing

Social Media Examiner

Google Algorithm Updates & Local SEO [Webinar Replay]

Search Engine Journal has published the replay of the ‘Google Algorithm Updates & Local SEO: 6 Top Tips from Experts’ webinar.

Heather Campbell says, “With local SEO, Google uses a separate ranking algorithm that considers various factors to produce the best results – and we have the latest information on Google’s algorithm updates.

On April 6, I moderated a sponsored webinar presented by Justin Meredith, Digital Marketing Evangelist at Birdeye, and Steve Wiideman, CEO & Sr. Search Strategist at the Wiideman Consulting Group.

They dove into the latest search algorithm updates from Google and provided strategies for using local search to your advantage to improve your search ranking.”

Google Algorithm Updates & Local SEO: 6 Top Tips from Experts

Search Engine Journal

Growth Marketing vs SEO – Is There a Difference? [Podcast]

Search Engine Journal has published a new podcast episode ‘Growth Marketing vs SEO – Is There a Difference?’ featuring Mark Spera.

Google Topics for Dynamic Creative Optimization [Explained]

Topics is Google’s proposed privacy-friendly replacement for third-party cookies. It’s a browser-based system that assigns a user a set of interests according to the websites they have visited.

Merkle contributor Grant Nych has published an article explaining what Google Topics means for Dynamic Creative Optimization (DCO).

He says, “With Google Topics, DCO remains just as powerful a tool as before. The goal of DCO is to combine media and creative in a way that maximizes performance and scale to reduce production costs and timelines, and Topics enables marketers to continue doing that.

In the past, DCO used both first- and third-party data to target individuals across the web, serving ads based on site, search, and purchase behaviors. Now, the third-party data component is removed, but advertisers can still build a strong connection with the consumer. While Topics might remove 1:1 personalization, it still allows the brand to understand the user as a human. Topics offers 348 audience segments, more than two times the 123 affinity/interest segments within the DV360 buying platform, giving advertisers a greater ability to target granularly.”

What Google Topics Means for Dynamic Creative Optimization (DCO)


GA4 Essentials [Webinar Replay]

The Digital Marketing Institute has made available the replay of its ‘GA4 Essentials’ webinar with Neil Patel brands.

Christopher Coomer says, “What is all the fuss about GA4 and how much do marketers need to know about it? How does it differ to earlier versions of Google Analytics?

Christopher Coomer of Neil Patel Accel joined us for a webinar and in-depth discussion that covers what you need to know now to get started with GA4.

You can also view and download Chris’s GA4 Essentials presentation.

The webinar is brought to you in collaboration with Neil Patel Brands – partner in our brand new Search Marketing course.”

GA4 Essentials

Digital Marketing Institute

Get a Jumpstart with Google Analytics 4, June 16 [Webinar]

Search Engine Land is hosting a webinar ‘Get a Jumpstart with Google Analytics 4’ on Thursday, June 16, 2022.

The SEL team says, “Ready or not, Universal Analytics is sunsetting next year. While there is still some time to prepare, marketers should start moving over to Google Analytics 4 now.

Because GA4 operates across platforms and is designed with privacy at its core, it can provide a better user experience for marketers. But there is a learning curve involved in understanding the stark differences between GA4’s and UA’s interfaces.

Join experts from iQuanti and learn more about:

  • How to get started
  • The comparison between GA4 and Universal Analytics
  • GA4’s distinct features (capabilities): Cross-Platform Analytics, Predictive Analytics, User Journey, and Marketing Activation
  • Why you should be migrating to GA4 now!
  • Your roadmap (starting with an Audit Assessment Report) for success.”

Get a Jumpstart with Google Analytics 4

Search Engine Land