Merkle announced Thursday a partnership with Google on its Customer Match Uploader (CMU) service. The search engine recently unveiled four agency partners for the CMU product at the Google Performance Summit, which took place earlier this week. Merkle says that out of the four agency partners selected, it's is the only one with full data and agency services offerings.
Rand Fishkin discusses how to research and understand the customer journey that leads to making a purchase. He makes recommendations for workflows and tools to help marketers get started and find their own path. Fishkin says it's critical for marketers to understand a few things like our content and conversion strategy.
Marin Software has inked an exclusive partnership with Boost Media to offer advertisers a way to migrate ads to Google's Expanded Text Ads format. In an early test, Marin reported the new ad format increased click-through rates by more than 50%.
Matt Umbro analyzes six key takeaways for advertisers from Google's announcements earlier this week including expanded text ads, bid adjustments, new audience formats for the search network, an improved display network, local search ads, and the new AdWords interface.
With all the buzz around Google's mapping platform serving ads and connecting with beacons, it makes perfect sense that a new mapping platform would surface. This one called Terrapattern. The New Yorker reports that it's the first open-access search tool for satellite imagery. Intended as a prototype, Terrapattern was designed by a small team of students led by Golan Levin, an associate professor of art at Carnegie Mellon University. Choose something that catches your eye -- a dish farm, a gravel pit, a traffic circle -- and Terrapattern will find other things that look like them, pinpoint them on a map, and serve …
Google is rolling out a free version of its new reporting and data visualization tool, Google Data Studio 360. Dubbed Google Data Studio, “The free beta version is not as robust as the paid product, but users can create up to five multi-page reports that can be shared with and edited by an unlimited number of users,” Marketing Land reports.
Google is setting up shop near Detroit. The CEO of the self-driving car project John Krafcik said the company will open a 53,000-square-foot self-driving development center in Novi, Michigan.
One key measurement for Google is to keep track of how phone makers expedite Android software updates for security patches and OS versions. The company said it will release lists of vendors with relevant companies to keep phone makers on track. Not keeping up with the updates creates a "mishmash of different smartphones running outdated software lacking the latest security and features," per Bloomberg, which in turn puts consumers at risk.
Larry Kim calls the Expanded Text Ads one of biggest changes to AdWords Google announced Tuesday, and lays out 10 things advertisers need to know before the search engine makes the change. Kim believes the change will increase visibility for advertisers, explaining in the post that early reports indicate that Expanded Text Ads are seeing click-through rates increase by as much as 2%. His team has seen CTRs rise as much as 12% by adding ad or call extensions to mobile text ads. Kim explains.
With ad blocking increasing in popularity, especially among the younger generation, Mic.com will bet on branded content to help fund its news site designed for educated Millennials, according to The Wall Street Journal. Mic, which recently launched a food section sponsored by McDonald's, has raised more than $30 million to create what it describes as a media company “built for the digital generation." Rather than banner ads, much of the company’s revenue has come from sponsorships as well as branded articles and videos.