John Lee tell us what top-heavy ad positions mean for paid-search campaigns and the search engine results page. He believes that innovations like knowledge graph, product listing ads and other information that serves up on the page stretches the vision and the meaning of the term "search engine." With so many marketers competing for the top spots, is it possible for cost per clicks to rise at a faster clip? He believes the biggest risk is loss of long-tail query exposure from broad or phrase-matched keywords. Lee explains.
Demonstrating the growing importance of online content, Disney has agreed to buy Maker Studios, a supplier of online video content, to YouTube for $500 million. The deal adds technology and experience with short-form entertainment to the moviemaker's tool chest. It will help the company expand into online entertainment, and cements Hollywood's dominance in content.
Erin Sagin believes it's difficult for Google to convince small businesses to use AdWords for advertising, and it is also challenging to keep them on board. Building an expertise in AdWords takes time, and most marketers want positive results immediately. Smaller advertisers become frustrated and abandon paid search before they have seen the true potential of their account, she explains. Sagin also points to several AdWords feature releases that should prove Google is making efforts more palatable for small business advertising.
A deal with Luxottica will bring Google Glass to its sunglasses brands Ray-Ban and Oakley. One of the biggest issues behind getting Glass to market has been the $1,700-plus price tag for prescription lenses. Google inked a deal with insurance company VSP to cover prescription lenses, but the amount covered for the glasses and prescriptions remains solely on the consumer's insurance policy.
Mobile devices can tell a great deal about human behavior, such as location and affluence. What about the type of person they are based on the speed at which they type a text message or email? Deborah Gage tells us that public and private data now allows companies to test these types of farfetched theories, asking questions that few people would have thought to ask before. By combining human and artificial intelligence, marketing analysts are trying try to reveal little-known insights and make predictions that could give businesses an advantage in an increasingly competitive marketplace. She tells us how.
Russia's sudden increase of Internet censorship could mean the end of Google and Facebook in the country, per Yasha Levine, who explains that on March 13, about six highly trafficked Russian government opposition blogs and indie media outlets were suddenly blocked in the country without a court order or public hearing. This is the result of a new Internet censorship law that went into effect in February. Levine explains what this censorship law could mean.
Marketers should become wary of collecting data just for the sake of data collection. Aaron Wester points to how Don Dodge, developer advocate at Google, explains platform shifts -- something he says occurs every decade. It occurred with the transition from mainframes to mini computers, from mini computers to desktop computers, and from desktops to mobile devices. Mobile made possible the ability to interact in the moment -- all driven by content and context. Wester describes four primary context points -- goal orientation, location, user attitude, and time -- and tells marketers how to approach each.
Marketers and consumers can find the future of online and offline social integration with search in Facebook's WhatsApp acquisition, per Jessie Lambert. The WhatsApp acquisition, Lambert believes, gives Facebook the ability to integrate intimate personal data through interactions between real people. This data will continue to enhance the social graph Facebook is able to deliver. The post also provides insight into what Lambert calls the "data monopoly."
Schema and other structured markup formats have been around for several years, but Dan Shewan believes few sites include schema microdata, and even fewer marketers know what schema is or what it's for. Shewan tells us. He steps through the definition, the nuances available on the Web site, how it works with HTML code to improve SEO and search rankings, and how to use it with social sites like Facebook Open Graph and Twitter.