Posts tagged report

Google AMP error report in Search Console scans for errors differently now

You may see more or fewer AMP errors in your Google Search Console report. No need to worry — It was an internal change and does not impact ranking or indexing.

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Report says Rio athletes want more out of their wearables

rio-2016-athletes-wearables

Wearables are becoming commonplace in practice games and training, but have received a lukewarm response from athletes, unhappy with the lack of advice or instructions.

Athletes see the advantages of using wearables, according to a report from Lux Research, but want to see wearable providers take more of an active role on the advice side.

See Also: Wearable devices making a big splash in Olympic swimming this year

That would include analysis on training performance, how to avoid injuries, and how to be healthier. Fitbit, the largest wearable vendor, currently provides limited analytics, outside of a weekly rundown of your efforts alongside heart-rate level and calories burnt during a workout.

“Most wearables today do a great job of reporting factual information but fail to educate consumers on how to modify their behavior to achieve their health and performance goals,” said Noa Ghersin, a Lux Research associate that penned the report.

“The 2016 Rio Olympics have highlighted how wearables can provide technique tracking, not just fitness monitoring. However, other major applications for sports wearables – like team strategy and safety – deserve more attention, too.”

In the MLB, two wearables, the Zephyr Bioharness and Motus elbow sleeve, provide coaches and physicians with detailed performance analytics and data on how hard balls are thrown or hit.

From there, coaches can inquire about lack of practice performance and physicians can check on health issues that need to be addressed before a big game.

Pro sports are embracing wearables warily

Other American sports are embracing wearables, albeit slowly to avoid oversaturation of tech on the field. Unions have also pushed back, worried that coaches will use the analytics as justification for benching or removing a player from the team.

Lux Research spoke to a number of athletes and coaches on three wearables, HTC and Under Armour’s HealthBox, Xmetrics swimming wearable, and Vert’s wearable clip.

For HealthBox, athletes said it needed more “instructive insights” to be a potential replacement for the personal trainer. Xmetrics has to make its metrics easier to understand. Vert should have alerts and recommendations to avoid injuries.

All of these are valid complaints, but part of the reason for low level insights and lack of medical advice is mostly due to regulation. The FDA has come down hard on wearables that attempt to be medical products, something that Apple reportedly found out when it filed its original Watch to the FDA, and had it swiftly denied.

For athletes to receive better insights and advice, U.S. and foreign regulatory bodies need to be more open to wearables outside the traditional healthcare market offering medical advice.

The post Report says Rio athletes want more out of their wearables appeared first on ReadWrite.

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Google will soon report null Quality Scores for new & low-activity keywords

The null replaces the current default Quality Score of 6 for new keywords.

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Google adds Export to Report Editor option in AdWords

Users no longer have to generate Report Editor reports from scratch or rely on predefined options.

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Report: Nearly 60 percent of searches now from mobile devices

Hitwise examined hundreds of millions of queries across 11 key categories.

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17 useful search marketing stats from Merkle’s Q2 2016 report

This morning, Merkle released their quarterly Direct Marketing Report, ahead of Google’s own Q2 earnings announcement and it makes for a bumper stat-filled reading.

Of particular note are the revelations that:

  • Google search spending growth has slowed to 22% as CPCs fall 9%
  • Desktop PLA growth rate jumps while mobile growth is strong but slowing
  • Shopping Ads traffic from Google image search and Yahoo surges
  • Google’s expanded text ads have had only a modest impact

The report covers the latest trends in paid search, organic search, social media, display advertising, and comparison shopping engines, so let’s cherry-pick some of the highlights…

Paid Search

  • Advertiser spending on Google paid search grew 22% Y/Y in Q2 2016, a slight deceleration from 25% growth in Q1.
  • Click growth increased slightly to 34%, but CPCs fell 9%.
  • Spending growth for Google text ads slowed to 10% Y/Y as CPC growth for brand keywords fell from 10% in Q1 to 0% in Q2.
  • Google Shopping Ad spending growth rose to 43% as an influx of partner traffic bolstered total click volume.
  • Combined spending on Bing Ads and Yahoo Gemini search ads fell 17% Y/Y as click declines continued to worsen.
  • Bing Product Ad spending fell for the first time since the format’s launch, likely the result of Yahoo moving to show more Google PLAs.
  • Phones and tablets produced 53% of all paid search clicks in Q2, the same rate as a quarter earlier, but up 12 points from a year earlier. Google’s share of clicks from mobile increased slightly to just over 57%

mens suits serp

Organic Search & Social

  • Organic search visits fell 7% Y/Y in Q2, down from 11% Y/Y growth a year earlier, as organic listings face increased competition from paid search ads, particularly on mobile.
  • Mobile’s share of organic search visits rose to 46%, but that still lags behind the 53% of paid search clicks that mobile produces, as well as the 47% share that mobile produced for organic search a year ago.
  • Google produced 86% of all organic search visits in the US and 90% of mobile organic search visits.
  • Google’s share of mobile organic search has increased by nearly two points in the past year.
  • Social media sites accounted for 2.8% of site visits in Q2 2016, with Facebook producing 63% of all site visits driven by social media.

Comparison Shopping Engines

  • The eBay Commerce Network commanded a majority of advertisers’ comparison shopping engine (CSE) spending for the first time in Q2. Along with Connexity, the two dominant CSE platforms accounted for 97% of all CSE ad spending.
  • Advertiser revenue produced by eBay Commerce Network and Connexity listings grew by 33% and 23% Y/Y respectively; however, the two platforms combined for less than 10% of the revenue produced by Google Shopping Ads, among advertisers participating in all three platforms.

Display Advertising

  • Total display advertising spending grew 62% Y/Y, driven by very strong results from Facebook, where Merkle advertisers increased their investment by 121% Y/Y.
  • Retargeting accounted for 62% of all display spending in Q2.
  • The Google Display Network (GDN) also delivered spending growth, with advertisers seeing its share of total Google ad spending increase to 12%.

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Five steps to report marketing results like a boss

If you don’t have a boss that expects you to deliver results reports on your programs today, you will in the future.

But regardless of your current organization’s sophistication with marketing analytics, there’s no reason you shouldn’t step up and report results like a boss.

But what exactly does that mean? I don’t just mean “being awesome” (well, I do mean that too) but I mean being the leader in your marketing organization I know you can be. Following is an overview of the basic steps to get there.

Google marketing vis

Marketing dashboard using the recently launched Google Data Studio

1. Start with a plan

What are your goals for marketing? What channels will you use to accomplish them? Do you have alignment and agreement on all metrics from all stakeholders? What will be your reporting cadence?

A fleshed out measurement plan is a requisite prior to implementing any single marketing tactic. Once your plan is in place, channels and tactics determined, and resources allocated, only then are you ready to execute and report results to your team.

2. Be sure you’re capturing all the data you need

This should go without saying, but be sure you have implemented all the right code and configuration with your marketing and analytics tools in order to capture all your data. This is one of the first things we talk about in our (free) Analytics Academy Digital Fundamentals online course.

If you’re not capturing data properly, it is exceedingly difficult to report on marketing results. Learn more about data capturing my previous column on the subject.

Bonus tip: setup alerts to know if something changes from a data capture standpoint. There’s nothing worse than getting halfway through a quarter only to see your data capture is not happening properly: alerts will help you sleep better.

3.Create the right reports for the right stakeholders

Your CMO is interested in entirely different set of metrics than your product managers. Your marketing team loves all the tacticle KPIs, but your sales team likely only wants to hear about leads generated and associated pipeline metrics.

It’s our job as marketers and analysts to make sure we’re delivering a view of data that is relevant for each audience.

This ensures not just that we’re showing how our tactics are delivering on promises, but shows respect for our peers’ time by delivering them a customized view of business metrics they care about.

You can always expand reports if certain people ask for more, but don’t overwhelm people with charts and graphs not relevant to them, especially busy executives.

Bonus tip: check out the recently launched Google Data Studio to make beautiful dashboards from all our data sources for free.

sample AdWords report

Sample Google AdWords report

4. Always include an executive summary with anticipated reports

This is where the real analysis work comes into play. Sending reports with agreed upon metrics to your manager or to a client is great and illuminates your hard work that month or quarter.

But context is critical. What worked well and what didn’t? Did you have a blog post, social ad, or email campaign that stood out as a shining star that month? Call it out and share the what and the why, as well as “what’s next” (replicate your successes!).

Executive summaries are your chance to tie all the metrics together with your team’s hard work and show you can articulate what the data means – your most valuable skill as a marketer and how you grow trust — and marketing budgets.

5. Start to learn and become proficient in marketing forecasting

You’ve got a marketing plan, you’re capturing data and sharing it with the right team members as part of a process. Awesome work, you’re already in the top percentile of marketer.

Now go further:  after you learn to walk with results reporting, you’ll soon want to run. Start to forecast where you see results going.

This can be done not just by having goals, but by also including a dashed or light grey line within reports to show how you’re trending compared with expectation. Truly sophisticated managers will appreciate this forward guidance.

And even if you don’t exceed your numbers every month, the fact that you have goals will motivate your team to do better, dig in to see what’s working and in the future get good enough at forecasting to trend with – and hopefully beat – your forecasts.

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Report: US Google search spend was flat, but mobile spend jumped 55 percent in Q2

Compared to a year ago, IgnitionOne customers spent substantially more on mobile, where CPCs continued to be half as expensive as desktop.

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SearchCap: Google search spend report, organic traffic & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Report: EU responding to Google antitrust search-quality defense with new objections

Supplementary statement reportedly being filed to enable European Commission to address Google’s defense against claims of abuse of market position.

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Google brings rich results filter to Search Analytics report within Search Console

After seeing leaked screen shots of a rich result filter in the Google Search Console, it is now available for all to use.

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Cross channel marketing: three tips from our customer journey report

One of the biggest problems marketers have today is in dealing with the changing nature of the customer journey and figuring out how they should plan their cross channel marketing strategies.

In order to address this, ClickZ Intelligence has just published its Future of the Retail Customer Journey report, available to subscribers.

The customer journey has been changing significantly over the past few years. This was highlighted recently in Mary Meeker’s annual trends report.

meeker report

In our report we highlight that the traditional linear customer journey that resembles a funnel has changed to one that is much more dynamic with the explosion of digital channels.

The author Martin Talks sums this up saying:

“Today, the process that shoppers go through online is much more complex and varied. The new multi-channel journey is characterised by customers weaving in and out of online and offline using multiple devices and accessing information provided by a variety of sources, including fellow shoppers, wherever and whenever.”

So how can marketers respond? Below are a few key tips.

Accept and facilitate cross channel behaviour

In the report we give an example of how a lack of adaptation caused Jessops to collapse, with the staff not being very happy with how customers had been “showrooming.”

jessops sign

Instead brands should look to adapt to this by providing great cross channel, multidevice experiences.

An excellent example of this comes from Neiman Marcus, where customers can use the app not only to shop but to FaceTime with local sales associates in-store. This was driven by research showing that customers who spoke with sales associates typically spent more, so adding digital to this provides a further catalyst for growth.

Another method is to add tablets within your store, as shown by Marks and Spencer.

Integrate your systems and data for better cross channel marketing experiences

Integration of data is a topic that is explored in another ClickZ Intelligence report on Operationalising Customer Experience.

Many businesses do not understand that the ‘soft’ element of experience often requires ‘hard’ data flows to the right systems at the right time. While a click and collect process should appear easy and pleasant for a customer, a lot of thinking and hard work needs to occur on the business side to make that happen.

The author Andrew Campbell summarises this as below:

crm planning framework

Focus on seamless service

With so much choice and competition now, retailers should approach cross-channel marketing with an emphasis on seamless service.

As Martin Talks notes:

“Retailers have known for some time that offering a consistent brand experience across channels is crucial for developing trust. This needs to extend to the service experience too. This is often described as the omnichannel approach to retail.”

An innovative example comes from Hobbs and Doddle, where customers can order clothes online to be delivered to Doddle collection points at major travel hubs. The customer can then try them on in changing rooms at these location points and either wear them on the journey home or return instantly, if not right.

doddle

For further key takeaways, check out the Future of the Retail Customer Journey report now.

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Google search analytics report adds the ability to compare queries

You can now compare one search phrase to another in the Google Search Analytics report within the Google Search Console.

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Meeker report: what you should know about the rise of visual content

Mary Meeker published her Internet Trends of 2016 last week and among others, there were very interesting stats regarding the increase of visual content and most importantly, how this affects communication, marketing, broadcasting and ecommerce.

There is a new generation coming up after millennials, the so-called Generation Z, which seems to be even more digital aware, comparing to the previous ones, evolving the idea of communication and content consumption, preferring visual content over written text.

Screen Shot 2016-06-06 at 14.48.22

As millennials are growing older, trends also focus on the next generation and it’s interesting to see how visual content will affect their digital habits over the next years.

Visual social networks are more engaging

It’s not a coincidence that the most popular social networks rely on visual content, with the right type of content affecting users’ engagement. Facebook is the clear winner both in popularity and engagement among millennials, with Snapchat and Instagram following it.

Snapchat seems to be the second most engaging social platform, while Instagram seems to appeal to a bigger target group.

Screen Shot 2016-06-06 at 14.46.44

Communication through visual content, whether it’s an image or a video, has been very popular and it forms a new method of interaction among users, as it’s quick, direct and more appealing.

However, visual content cannot guarantee the success of a social platform, as engagement can be challenging, and Vine’s (decreasing) engagement is the proof of it.

The evolution of video viewing

Video viewing has changed over the years, starting with the traditional live content through television to on-demand video with DVR and streaming, heading then to semi-live content with Snapchat Stories and experiencing today real live content, as more social networks embrace the power of live broadcasting.

Screen Shot 2016-06-06 at 14.48.57

Timing, personalisation and relevance are more important than ever, while users appreciate the ability to broadcast their own content through their favourite social networks, feeling part of a community, contributing with their content to a relevant story.

Social media turns to video content

The rise of visual content has been affected by the growing popularity of social media and the latest stats from Facebook and Snapchat indicate the increase of video views on both social networks.

Native videos in social media seem to be preferred both by users and publishers and this led to an increase in video views during the past year.

Video advertising on Facebook is now offering many creative options for brands and this makes it very appealing, while users enjoy consuming short and engaging videos. Buzzfeed’s Tasty and its successful video content proves how effective a short video may be.

Screen Shot 2016-06-06 at 14.50.15

Snapchat’s success with visual content

Snapchat has been one of the most engaging platforms lately and visual content contributed to its success.

The idea of splitting the use of content to Stories, Live and Discover, with each one serving a different goal, allowed Snapchat to guide users on the way they can use visual content, always in a casual and visually appealing way, full of colours and filters.

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This was very exciting for early influencers, skyrocketing the popularity of the platform, while brands recently realised how this new type of vertical content may be used for the promotion of their products and the highly desired conversion.

Snapchat’s advertising plan relies on 3Vs, vertical, video, and viewing and it’s the combination of these that creates effective ads, measuring both the number of views, but also the completion rate of each video.

Screen Shot 2016-06-06 at 14.33.59

What’s more, the popularity of Snapchat’s filters helped brands use their creativity and produce their own branded filters to promote their products and users seemed to love this idea.

Up to now, many brands have tried to create their own branded filters, with Taco Bell’s being among the best uses that we’ve recently seen.

Screen Shot 2016-06-06 at 14.53.03

The case of live broadcasting

Live broadcasting has been in high demand lately and this can also be attributed to Periscope’s success, turning all the big social networks to the trend of live videos.

It’s not just about promoting live broadcasting, it’s about turning users into broadcasters, creating their own live videos that lead to an impressive amount of available video content worldwide in real time.

Facebook, Twitter, Snapchat have significantly benefited from live broadcasting, with each one of them promoting it accordingly.

Facebook for example seems willing to fill our news feeds with live videos, which seems very useful for brands that wants to use live content for their marketing strategy.

Screen Shot 2016-06-06 at 14.53.39

Twitter on the other hand, decided to acquire Periscope, hoping to mix live broadcasting with real-time hashtags, in order to create a powerful suite of tools for live streaming and popular events all over the world.

What’s more, Twitter has sealed a collaboration with NFL to live stream live video, in another attempt to change digital broadcasting.

As for Snapchat, the idea of Live Stories blends user-generated content with a professional curator, in order to showcase the best local and global stories. This helps users feel included, while the platform may showcase a great amount of content.

Image growth remains strong

Despite the rise of video content, image growth remains strong, with Facebook-owned platforms taking the lead. Snapchat seems to be the only big competitor for Facebook and they both encourage users to upload new photos with their own unique incentives.

As for the brands’ point of view, images are still very effective and that’s why the are an integral part of their social strategy, especially when there’s no time, or budget, to create a video.

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How visual content leads to purchase conversion

Pinterest is the best example for brands on how visual content can increase purchase intent, as it is both engaging and effective.

Pinterest users love browsing for their favourite content, but they are also prepared to buy what they like, which brings out a new type of social platform that is not just about raising awareness about a brand, but also about motivating consumers to proceed to a purchase.

In fact, 55% of Pinterest users seem to use the platform to find and shop products, leaving Facebook and Instagram way behind with just 12% of purchase intent.

Screen Shot 2016-06-06 at 15.01.33

Pinterest is not always considered the first option for brands looking to increase their social impact and increase sales, but the stats above indicate its success in driving sales, having an aware audience of online consumers who browse the site for current or future purchases.

It’s the power of visual content, the large size of the images, the popularity of infographics and the various types of pins that enhance the shopping experience that make Pinterest so appealing, reminding brands not to overlook it when trying to lead traffic to their site and increase sales.

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Although Pinterest may serve as the right example on how to use a platform to increase sales, most of the popular social networks can be used by a brand to increase sales, provided that the content is optimised in order to convey the right message.

The future of visual content

There’s no indication that visual content will be reduced any time soon. In fact, we are expecting an even greater increase, with Cisco predicting that by 2019, online video will be responsible for four-fifths of global internet traffic.

There’s a psychological trigger on why users find visual content appealing and its impact is also present in communication, creating a new form of self-expression. From the first type-based emojis up to the latest Snapchat filters, visual content was always fascinating as an additional form of communication, although it might even replace written texts in many occasions.

Screen Shot 2016-06-06 at 15.13.25

Users love communicating with visual content through instant messaging, with emojis also being used by brands nowadays as an additional element of a casual tone.

Thus, it’s time for brands to discover all the new forms of visual content, in order to use them as part of their content marketing strategy, combining authenticity with a modern appeal, enhancing their message in the most appropriate way.

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