ISSUE 174 – 6th March 2015 Mobile App Tracking in Marin
This week, Marin announced that they will be integrating mobile app analytics for reporting across all search, display and social ad campaigns. The advertising platform has partnered with AppsFlyer and Kochava to attribute app performance data back to digital advertising campaigns. This provides visibility for advertises beyond just the app download event and could allow revenue measurement from apps to calculate a true cross-device and platform ROI as well as work to measure in-app usage as a result of advertising spend.
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Google App Released for Mobile Campaign Management It would appear the days of zooming in and out and for the most part clicking on the wrong tabs are over, as Google announce an AdWords app available to download from their Play Store. The app gives topline stats for metrics such as Clicks, Spend, Conversions etc. and importantly allows for easy changes to be made to these. The app details performance by campaign, ad group, as well as day and device segmentation, which will ensure that the release is not a gimmick and likely to see traction amongst marketeers. To ensure smooth performance, the app is only available for Android version 4.0 and above. For more information, visit the link below.
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OTAs Capitalise On Hotel Brand Traffic Hotel brands lost out on approximately 32k of site traffic to OTAs (online travel agents), in Q4 2014 alone in the US, according to Brand Verity’s report. Given the focus on Google by brands to mitigate against large trademark usage, OTAs were able to capitalise on a more lax approach for Bing, Yahoo and AOL. To add insult to injury, the increased brand bidding resulted in greater CPCs for the Hotels. This information suggests that Hotels may need to consider their partnerships with OTAs to ensure that they are not having impression share and subsequent traffic taken away, not to mention the inflated costs for website traffic, via their own trademarked brand; this is further complicated when aggregators such as Expedia cover the gamut of hotels, flights, packages etc. Hotels will need to up their game when it comes to non Google advertising and ensuring they take the same measures to cut their losses. For more information, visit the link below.
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Google to launch mobile-friendly algorithm in real time From April 21st 2015, Google will be adding a new mobile-friendly ranking factor which will include mobile-friendly usability factors and app indexing. The algorithm will also run in real time and on a page-by-page basis. According to Google’s Gary Illyes, the algorithm runs in real-time so any changes to a site to make it more mobile friendly can be made anytime. Once Google has noticed the change, the site will start to benefit from the new mobile-friendly algorithm change. If a site’s pages are not frequently updated and are slow to be indexed, then it is vital for the site to go mobile-friendly sooner rather than later. The algorithm will also run on a page-by-page basis. So if some of the pages of your sites are mobile –friendly and some aren’t, then only the mobile-friendly pages will be at an advantage.
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