New AdWords Enhanced Campaigns Make Display Ads More Relevant

AdWords has just pulled the wraps off their new Enhanced Campaign program and it’s pretty special if you can figure it all out.

The basic premise is this: people searching the same keyword have different needs depending on the time of day, location and the device they’re using.

The example they use is takeout pizza.

new adwords

This young couple has just moved into their new home so they don’t have the kitchen set up and they don’t know the area. The man uses his PC at home (apparently they do have wireless hooked up) to search for pizza delivery. He gets an ad for Saratoga pizza with a direct link to order online.

A Tale of Two Start-Ups: Pinterest Grows While Zynga Stumbles

pinterest zyngaThe internet is a fickle mistress. One day you’re begging people to listen to your idea, then suddenly a wave of traffic overwhelms your server. You ramp up, move to a bigger server, hire more people and start taking call after call from the media. Then, just as suddenly, you have a room full of employees all living on Ramen noodles because the money’s gone along with 90% of the users. All that’s left behind are 1,000’s of profiles that haven’t been updated in the last six months.

This is how internet ghost towns are born.

Yesterday, The Wall Street Journal and the New York Times both ran a piece about the future of a hot, internet start-up. WSJ profiled the every-growing Pinterest while the Times looked at what went wrong with the faltering Zynga.

Google Gets Big Court Win on Advertising Down Under

GavelIs Google a publisher or simply a relayer of information? That’s an important question from a legal standpoint. Google’s enemies / competitors want to go after Google no matter which position is taken.

Based on a decision coming from Australia though, they may have a tougher time than they might like if courts in other parts of the world follow suit.

Reuters reports

Google Inc won a landmark court case on Wednesday when Australia’s High Court ruled that it had not engaged in misleading behavior with its sponsored links and that it was not responsible for messages conveyed by paid advertisers.

The ruling helps Internet providers and search engines argue that they are not publishers, but simply carriers of information provided by third parties.

Join me at Interactivity Digital, South Beach this May

Interactivity DigitalI don’t always speak at conferences other than Pubcon, but when I do, I choose ones with great people, great content, in a great location!

Interactivity Digital is a boutique conference with the notion that bigger is not always better. All content is in a single track, speakers are networking with the attendees and all meals and networking parties are included.  (2 breakfast, 2 lunch, 2 dinner, 2 happy hours and 2 open bar parties). The speaker line up is very impressive, with Rand Fishkin, Marty Weintraub, Annie Cushing, Michael King, Bill Hunt, Larry Kim and, of course, yours truly.

If you’re the type that picks conferences based on location, then Interactivity Digital will not disappoint. The venue is The James in South Beach, Florida.  The hotel is located directly oceanfront on Collins Ave and they just went through a $50 million renovation.

The Skinny on – and Solution to – Facebook Bots Traffic

1.13andrew.post.imageLet’s talk about bots, baby.

Last summer, many news sources heavily reported (many would say misreported) stories about a company claiming 80% of their Facebook ad traffic was coming from bots. A small company made a big fuss about it, and since then many have stated they were “way off”; no one to this day knows how much they spent, where they targeted, or who they targeted. There have even been companies that took the method this company claims brought them bots and tried it themselves to dispel the myth with data.

Regardless of the bad reporting, this topic brought up good points about bot traffic and made it the forefront of discussion for quite some time within the marketing and tech community, eventually forcing Facebook to talk about it, which is a good thing.

Twitter Acquires Social TV Analytics Firm Bluefin

Twitter logo 6-12Coming off the success of another Super Bowl where Twitter was an increasingly important part of the experience of the game from the play to the ads, Twitter announces that it’s relationship with TV is getting deeper.

The microblogging site (Ok, does anyone actually call Twitter that anymore? Could use a little help here) has purchased Bluefin Labs which is a social TV analytics platform. From their blog post we get

Today we’re happy to announce that we have acquired Bluefin Labs, a leading social TV analytics company that provides data products to brand advertisers, agencies, and TV networks. We believe that Bluefin’s data science capabilities and social TV expertise will help us create innovative new ad products and consumer experiences in the exciting intersection of Twitter and TV.

About Report Details the Evolution of the Purchase Funnel

220px-Purchase-funnel-diagram.svgElias St. Elmo Lewis mapped out the route that potential customers take prior to purchasing a product. It’s referred to as the Purchase Funnel because it’s depicted as an inverted triangle funneling folks down to the moment they pull out their wallet. There are four steps in the process:

  • Awareness – the customer is aware of the existence of a product or service
  • Interest – actively expressing an interest in a product group
  • Desire – aspiring to a particular brand or product
  • Action – taking the next step towards purchasing the chosen product

Mr. St. Elmo Lewis came up with this idea in 1898, slightly before the invention of the internet.

Since then, things have changed a little and that’s the subject of About.com’s latest report which they call “The Purchase Loop.”