Internet Marketing News Update #281, February 15, 2019

New Google playbook links online search and conversion

Google has informally released (i.e., indexed so as to be available via search) a playbook describing to online marketers not just how to pursue search engine optimization, but also how to turn the resulting page views into lead generation and conversions. While the material is largely more content marketing fundamentals than fresh insights, it provides a comprehensive overview of the state of content marketing tactics at the beginning of 2019.
Search Engine Journal

New Bing tool helps online marketers automate targeting

Bing has released an enhancement to its Dynamic Search Ads that makes it easier to prioritize how urls are targeted in online marketing campaigns. Rather than having to assign a target for each of their website urls, online marketers can now upload lists of urls which Bing matchs to appropriate targets.
Search Engine Journal

YouTube achieves brand safety milestone

YouTube received an important signal that it is successfully addressing advertiser concerns about brand safety when AT&T announced on January 18 that it would resume advertising on the video platform. AT&T is one of the nation's biggest advertisers and was one of many that pulled their business from YouTube in 2017 over concerns that their ads were being associated with distasteful content. YouTube has worked to address those concerns, and winning back AT&T's ad business is a significant sign of progress.
The New York Times

User reviews helps to drive Internet sales

A study by tech company TurnTo found that posting user reviews on retail sites has an influence on buying behavior. Not only can it help sway shoppers to choose one brand over another, but 76% of users surveyed said they would be less inclined to buy a product if they did not see a review for it. In terms of what users look for from reviews, things like product performance and purchaser satisfaction were rated as more significant than value.

Online marketers continue to focus on last click

While there is increasing awareness that multiple channels may contribute to online lead generation, the reality is that online marketing attribution still focuses overwhelmingly on the source of the last click that led to a sale. An eMarketer study found that while 87% of large US companies engaged in online marketing use some form of digital attribution model, only 58.3 percent use a multi-channel model to determine the marketing pathway that eventually resulted in a conversion.

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