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Email continues to be an extremely important marketing channel, so it's important to know how well your email efforts are performing.
But while it’s easy to find out how many clicks, opens and so on your emails are getting, it can be difficult to understand the significance of those numbers without having something to benchmark them against.
Despite the significant innovations that have taken place in online ads in the past several years, advertisers still largely rely on metrics like CPM and CPC to quantify their digital ad spend.
To a large extent, the use of these metrics makes sense. They are simple and for many channels, are reasonably meaningful. But that doesn't mean that there's no room for innovation.
With the end of 2014 fast approaching, there’s still time to get the most out of your remaining advertising budget this December.
UK shoppers are set to spend £17.4bn online this December, up 19.5% from last year, according to the Centre of Retail Research, and advertising investment will no doubt increase by similar levels as we race toward the end of the 2014’s ‘golden quarter’.
A new study underlines the importance of organic search rankings, and the value of a page one ranking.
Put simply, If you're not on page one of Google's search results, you're almost nowhere, with pages two and three picking up just 5.59% of the clicks.
The study also has some interesting insights into the effect of ads on CTR, and differences between mobile and desktop search.
Many marketing gurus and job ads mention pivot tables as a 'must have' skill.
But guides on how to use them are usually too general. Here's a specific example of how - and why - a digital marketer would use pivot tables.
As a digital marketer you are often faced with the task of making sense of log files. But log files are a blessing and a curse.
A blessing in the sense that they capture everything, but a curse in the sense that we are then expected to turn hard-to-read data into organized reports.
It’s human nature to be curious of what your neighbours are up to, as we all like to keep up with the Joneses.
And this same basic desire is what makes industry benchmarks so valuable, as there’s no point trumpeting your 18% email open rate if your competitors are all achieving closer to 30%.
A new email report from Silverpop gives a useful insight in this regard, as it offers benchmark data from nearly 3,000 brands from 40 countries.
Read on to find out how you measure up in terms of open and click rates, or for more information on this topic download Econsultancy’s Email Marketing Industry Census Report 2014.
In the UK, the share of clicks coming through mobile search ads almost doubled in 2013, from 24% in January to 43% in December.
According to the latest research from Marin Software, mobile devices will account for 50% of all paid-search clicks globally by December 2015.
The UK is ahead of the rest of Europe, where mobile and tablets only accounted for 20% of paid search clicks in 2013.
That being said, advertisers in Europe increased their investment in mobile paid search by 109% in 2013, while UK advertisers increased their mobile paid search spend from 22% to 35%.
Smartphone CPCs in the US are 46% cheaper than desktop at $0.30 and $0.56 respectively, according to Q1 data from Kenshoo.
In comparison, tablet CPCs are just 18% lower than desktop at $0.46.
This highlights the fact that it is still relatively cheap for businesses to target customers through mobile search campaigns, an opportunity that many brands are failing to take advantage of.
Education and healthcare organisations achieve the highest average click-through rate (CTR) on email marketing campaigns, while computer and telecoms companies yield the lowest results.
The findings come from a new report from Silverpop, which measures the CTR as the number of unique clicks in the email message divided by the number of delivered email messages in a campaign.
The report shows that the education sector gets the highest average CTR (5.8%) and its top quartile are also the highest achievers overall (12.8%).
Overall top-quartile performers had click-through rates that were nearly four times higher than the median CTR of 2.3%. In contrast, bottom-quartile performers didn’t even muster 1% click-throughs.
Social structured data and rich snippets are powerful tools for attracting extra attention and clicks when your content is shared or appears in search results.
For the uninitiated, social structured data is essentially the annotations that appear when a link is shared across social networks. It gives a summary of the information so the user knows what they’re letting themselves in for.
And at Brighton SEO Firecask co-founder Alex Moss gave an insightful talk on the importance of using social structured data and how to implement it.
Click-through rates on Facebook ads have increased 50% over the past 12 months, according to data from Marin Software.
It also found that the cost-per-click of social ads increased by 26%, while the CPC of marketplace ads decreased by 26%.
Marin said the improvement in CTRs is thanks to Facebook’s new social ads, such as Sponsored Stories.
These ad formats are targeted based on brands that you and your friends have ‘liked’, which Facebook says makes them more relevant.