Facebook Continues Display Ad Domination

According to new data from comScore, Facebook had 27.9% of all online display-ad impressions last year, up from 21% the previous year.

According to the firm, Yahoo was in second place at 11% (up from 10.9% the year before), leaving Microsoft, Google and AOL each with less than 5%.

That would make three years in a row that Facebook led the charge. And why not? Who has better targeting, and where are users spending more time?

Facebook, of course, is expected to file for its huge IPO this week, and this news should only help. Add that to the various ways Facebook is expanding its advertising offerings.

This month, for one, ads came to the Facebook news feed.

The company is incentivizing advertisers to stay with Facebook with a 45% reduction in CPCs,according to TBG Digital’s recent Global Facebook Advertising Report Q4.

Recently, we’ve seen reports of Facebook cold emailing businesses, offering phone consultation on Facebook advertising.

Facebook is expected to start offering mobile ads soon, and there’s always that possibility that the company will eventually launch an AdSense like network for publishers. That one’s pure speculation, but come on. How could they not?

Source: http://www.webpronews.com/facebook-continues-display-ad-domination-2012-01

Reach and Frequency: SEO Secret to Brand Building on Google?

evolution-computer-age

For those of us who have been in search engine optimization (SEO) for a number of years, we can recall the days when SEO efforts were measured by a ranking report, alone. That is to say, you might pick your top 50 keywords, dump these into a rank checker, run a report monthly, and determine whether these 50 keywords moved up successfully or fell in the search rankings.

SEO Evolution

We evolved. We:

  • Incorporated reports on link building efforts.
  • Started to incorporate increases in natural/organic search traffic from our web analytics reports.
  • Started breaking out branded versus non-branded keyword traffic.
  • Started looking at conversion rates (what percentage of our organic search visitors were completing lead forms and/or buying products from our site).
  • Incorporated call-tracking and looked at conversion path, to include multi-channel conversion tracking.

What’s Next?

As someone who came into the SEO/digital marketing space from a traditional marketing background (radio/television/print), it’s fun to think about where we’re heading next.

It’s been my belief, since Google’s Vince update of February 2009, that Google was going to begin to figure out how to fix the “cesspool” of search results (as Google’s Eric Schmidt called it) by placing heavy emphasis on “brand”. How, then, does one build a brand in today’s digital marketing marketplace?

Back in the day, building a brand came down to a formula I learned while studying advertising:

Reach (number of people who received your message) X Frequency (number of times those people received/were exposed to your message) = Gross Rating Points (GRPs), or otherwise the “effectiveness”/value of the marketing campaign.

Has the practice of SEO evolved to the point where we need to start looking at reach and frequency, again?

Reach & Frequency is Dead, Long Live Reach & Frequency!

There are many who have said that reach and frequency is an outdated measurement of marketing success. Until recently, I was one of them.

Google AdWords used to promote reach and frequency metrics for CPM-based ad buys. As my colleague Josh McCoy will often say, if Google’s reporting on it, chances are it means “something” in their algorithm.

Well, Google is reporting on it:

google-youve-visited-this-page-x-times

Perhaps we’re evolving to a point where we should consider reach and frequency metrics – not as a replacement, but as an additional metric to show value of our SEO efforts.

Brand Building & Measuring Modern SEO Success

Today’s SEO incorporates many methods of creating and promoting content. Some content is

  • Video – perhaps views on YouTube is an SEO metric?
  • PR/public relations – should we incorporate number of mentions in the press? We certainly try to measure the backlinks produced from such efforts.
  • Blog content that goes viral.
  • Infographics.

There are loads of tools available to SEOs nowadays to help to measure “success”, but I don’t think we’ve gotten to the point where there is a super-tool that can bring all of this together (if you guys know of one, I want you to comment below so that I can check it out).

When we develop an infographic, and promote it through social channels, if it’s done well, we can earn quite a few good links. Aside from the links, there are some instances in which the link was removed, but the brand value of the infographic can remain.

If you’re exposing your brand to a mass audience, there must be some (SEO?) value in that, right? It’s building your brand.

I believe that SEO has reached a point where you could make an argument that some traditional metrics of building a brand should be incorporated into reporting of “success” for SEO. If you can build the brand, shouldn’t it help natural search engine rankings?

If more people are searching for your company’s name, because you’ve created great content, promoted it, earned links/mentions/retweets, etc., shouldn’t that help SEO? Should SEO be given any credit for an increase in branded searches, or even increases in direct traffic?

What Was (is?) Old is New Again?

Perhaps we’re evolving toward a model that factors reach and frequency. If we can compile all of the information on exposure of the brand and how these efforts lead to higher rankings and/or more traffic (organic/direct or otherwise) and how – through multi-channel analysis – these efforts are leading to conversions, then perhaps we’ll help position SEO as more than “just” a direct response marketing effort?

Source: http://searchenginewatch.com/article/2142065/Reach-and-Frequency-SEO-Secret-to-Brand-Building-on-Google

Facebook Accounts For 80% Social Media Traffic World-wide

What type of social media site dominates a culture can say a lot about the people who use that site. Or the people. Or both. Without extrapolating any big conclusions from their data, Palo Alto Networks has taken a look at some of their data collected at the end of last year to see who is using which social media site and where.

Palo Alto has already shown us the that growth of people are using social media sites at work is rising astronomically, but what’s intriguing is that despite 54% of businesses saying they don’t allow access to social networking sites at work, the bandwidth at businesses used for web mail and social networking has increased 500% since 2010. Seems that businesses either have flexible definitions of what is considered work-related social networking, or they just don’t want to set the precedent outright that states, “Hey, you can work here but feel free to use Facebook all you want.”

Breaking down the social media traffic for countries around the world, Palo Alto found some telling statistics in their data. One that sticks out for perhaps it’s obviousness is that Asian markets such as Korea and China “have more usage of other social networking apps in the enterprise than Facebook.”

Another fun take-away from Palo Alto’s report: French people use social networking games and plug-ins 50% more heavily than the global average. I guess that preoccupation explains why theycouldn’t participate in Wikipedia’s SOPA protest earlier this month.

Source: http://www.webpronews.com/facebook-accounts-for-80-social-media-traffic-world-wide-2012-01

Yahoo Ad Sales Still on the Decline

It’s ironic that the top story on Yahoo’s front page is about how J. C. Penney is reinventing the brand. Perhaps the higher ups at Yahoo should read their own article, then maybe sit down with the retailer for a round of commiseration and cheering up.

The once powerful Yahoo, just reported a decline in net income of 5% for Q4. Recently, Yahoo invested a lot of money and effort into raising the quality of its content. That gave them the title of the “most trafficked news site on the web,” but apparently that didn’t help their bottom line.

A large part of the problem is the drop in their display advertising business. This used to be the jewel in the crown for Yahoo, but now they’re down 4% quarter over quarter.

In general, display advertising is on the rise. eMarketer’s numbers show a 24.5% increase in ad dollars over last year. Unfortunately, the competition is benefiting from the rise, not Yahoo. Google and Facebook are taking the lead, but why? How did Yahoo go from being the top site for display ads to third place?

It feels like Yahoo is going the way of AOL. Out with the old, in with the new. That leaves us with a two-horse race and that’s not good for marketers or consumers.

With Google and Facebook increasingly out distancing themselves from the pack, is it even possible for Yahoo to get back in the race? Or will it be Google or Facebook for the win from now on in?

Source: http://www.marketingpilgrim.com/2012/01/yahoo-ad-sales-still-on-the-decline.html

Yahoo! Search Trends: Macworld 2012

The “iPhone” was the top searched term in 2011 — will this year’s Macworld reveal yet another spell-binding tech game changer that propels Apple to the top of searches in 2012?

As you consider stories focused on the news that comes out of this year’s Macworld, we wanted to share a few tidbits about what people are searching for online related to this year’s show.  So, what is captivating the attention of Apple addicts and pushing them toward Yahoo! for more information?

Macworld/iWorld 2012: Let’s face it, with people gearing up for the latest Mac news, Yahoo! searches for all things “i” continue to dominate, with 64% of searches this month for “Macworld” coming from men. And, beyond Macworld, people are turning to Yahoo! for info on everything from Apple products to details on legendary founder Steve Jobs.

 

According to Yahoo!, the top states searching for “Macworld” this month include:

1.     California

2.     Florida

3.     Texas

4.     Illinois

5.     Massachusetts

 

According to Yahoo!, the top countries searching for “iWorld” this month include:

1.     United States

2.     Hong Kong

3.     United Kingdom

4.     Canada

5.     Taiwan

 

All Things Apple: When it comes to Apple’s latest and greatest, fans are usually only kept satisfied for a few short hours before they begin scouring the Internet for information on the next version. Product searches for Apple this month on Yahoo! include:

·       App Love:

o   Angry Birds Season 2012 – Searches are spiking 330% this month on Yahoo!.

o   Searches on Yahoo! for “best iPad apps” are up 414% this month.

o   ”Free iPad games” searches this month on Yahoo! are up 2,426%.

o   Additional apps that are popular in search this month on Yahoo! include: “fitness apps,” “Instagram,” “free apps,” and “Parade.com apps.

 

·       iPhone:

o   Searches for “free iPhone” this month on Yahoo! are up 4,649%.

o   “iPhone 4S sale” searches on Yahoo! this month are up 844%.

 

·       iPad:

o   Yahoo! searches for ”cheap iPad 2″ are up 3,810% this month.

o   Searches for “iPad tutorial” are up 1,036% this month on Yahoo!.

o   Of the searches for “iPad 2” this month on Yahoo!, 15% are coming from people 24 and under.

 

·       Jailbreak: Yahoo! searches this month for “how to jailbreak iPod touch” are up 866% and searches for ”jailbreak iPhone 4″ are up 1,085%.

 

·       Other:

o   Yahoo! Searches for ”What is iCloud” this month are up 927% and searches for ”How to use iCloud” are up 276%.

o   ”FaceTime for Mac” searches this month on Yahoo! are up 547%.

o   Searches for ”iBook” this month on Yahoo! are up 505%.

 

According to Yahoo!, the top searched Apple products this month include:

1.     iPad 3 — Of the searches for “iPad 3″ this month on Yahoo!, 61% are coming from men.

2.     iPhone 5 — 62% of the searches for “iPhone 5″ are coming from people 34 and under.

3.     iPad 2 — Of the searches for “iPad 2″ this month on Yahoo!, 53% are coming from men.

4.     iCloud — Of the searches for “iCloud” this month on Yahoo!, 29% are coming from people ages 25-34.

5.     iPhone 4S — Top states searching for “iPhone 4S” this month on Yahoo!: California, Texas, New York, Massachusetts, and Florida.


Steve Jobs: It has been almost four months since the world lost tech visionary Steve Jobs, and all eyes are on Apple to see how the company will push forward without the creative genius that brought the company back from the brink of failure with the creation of the iPod. As a result, people are still turning to Yahoo! for information on the beloved innovator who changed so many lives. Searches on Yahoo! this month for “Steve Jobs Apple” are up 4,527%.  Additional Steve Jobs searches that are piquing people’s interest in search this week include: “Steve Jobs Grammy,” “Steve Jobs doctor,” “Steve Jobs last words,” “Bill Gates and Steve Jobs,” “Steve Jobs first inventions,” “the Steve Jobs betrayal,” “Steve Jobs book,” “How Steve Jobs revolutionized technology.”

Regardless of what is revealed and debated at this year’s Macworld event, one thing is for sure, Mac fans will be sure to keep on chattering long after the doors close at the show!

Source: http://www.ysearchblog.com/2012/01/25/yahoo-search-trends-macworld-2012/

Tumblr Hits 15 Billion Pageviews Per Month

It’s hardly news that Tumblr is growing like a weed, but Founder and CEO David Karp reportedlyannounced at the DLD conference today that the service is now seeing over 100 million uniques a month and over 15 billion pageviews per month.

Pretty impressive. In September, it was at 12.5 billion pageviews per month, according to Quantcast data. Back then, Pingdom put out some other stats: 434 posts per second, 26,000 posts per minute, 1.56 million posts per hour, 263 million posts per week, 1.1 billion posts per month, 13.7 billion posts per year.

It’s probably safe to assume that these have gone up as well.

Tumblr’s newly released numbers highlight the significance of some other stats the company shared on Friday, regarding SOPA protests:

Tumblr sopa numbers

Source: http://www.webpronews.com/tumblr-hits-15-billion-pageviews-per-month-2012-01

Google: 90 Million Google+ Users, 11 BILLION Android Market Downloads

It’s 2012 and at this point I’m certain we can retire the debate over whether social media is a good way for businesses to engage users on these sites. It just is and that’s that.

In the midst of Google’s announcement about their results for the 2011 fiscal year, they nonchalantly dropped a pretty juicy piece of info concerning their social networking site:

“Google had a really strong quarter ending a great year. Full year revenue was up 29%, and our quarterly revenue blew past the $10 billion mark for the first time,” said Larry Page, CEO of Google. “I am super excited about the growth of Android, Gmail, and Google+, which now has 90 million users globally – well over double what I announced just three months ago. By building a meaningful relationship with our users through Google+ we will create amazing experiences across our services. I’m very excited about what we can do in 2012 – there are tremendous opportunities to help users and grow our business.”

Did you see what Larry Page did there? “Google+ now has 90 million users globally – well over double what I announced just three months ago.” In three months, Google grew over 200% and is, I think we can officially say, booming. Page included a transcription of his remarks on his Google+ page, where another interesting bit of fact was shared:

I’m also pleased to announce that there are over 90M Google+ users — well over double what I announced just a quarter ago on our earnings call. Engagement on + is also growing tremendously. I have some amazing data to share there for the first time: +users are very engaged with our products — over 60% of them engage daily, and over 80% weekly.

Yup. Definitely booming.

Vic Gundotra, Senior Vice President of Engineering at Google, remarked upon the “stunning statistics” from Page’s talk:

On behalf of the Google+ team, I wanted to thank you for using Google+. Four months ago, when we opened to the public, we were not sure what kind of reception we would receive. Your feedback has helped us build this service, and we can’t thank you enough for your enthusiastic support.

We deeply believe in the power of people. Google can be about pages and people, about information and individuals.

This past quarter we began to simplify the Google experience. Gmail, Android, Chrome, Search, Ads, and YouTube are in the early stages of having deep support for your identity and your relationships. Expect us to deliver something truly beautiful. We’ve only just begun to work on that promise.

Other items of note from Page’s talk:

  • Google+ has shipped an average of one new feature every day since June.
  • With DoubleClick Ad Exchange, spending is up over 130% “year on year.”
  • Google Enterprise signs up over 5,000 new customers every day.
  • Gmail has over 350 million active users.
  • 700,000 Android phones are “lit up” every day
  • There have been over 11 BILLION downloads from Android Market.

Say what you want about the ubiquity of Facebook in our lives or the mystique that shrouds the “cult” of Apple/Mac, but Google is stirring so many pots – and very deftly, at that – that they appear to be on track win 2012 and it’s only January. Throw in the fact that as early as next year the sale of Android devices very may well eclipse PCs and you’ll start to believe that, in a few years, these “fiscal earning reports” will simply be called the State of the Union Address by the President of the United States of Google.

Source: http://www.webpronews.com/google-boasts-90-million-users-a-200-increase-since-oct-2011-2012-01