Lookalike modelling: the ad industry technique demystified | Media Network | The Guardian

“Through the DIGICOM platform, we were able to generate north of HK$600,000 in revenue and 1600+ sales at a ROAS of 10+ during one single quarter; through programmatic advertising and creative targeting Strategy” This is the compliment from our client on programmatic advertising, Hong Kong Rugby Union.

Email to us to get a case study!

Programmatic Advertising is good at generating both brand awareness and conversions. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 5 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

This is a very complex process, demanding rigorous methodology and huge amounts of computational power, but the end result is hugely advantageous: find people who behave in the same way as your customers, but who haven’t bought your product yet.

 

So what does a lookalike model actually look like? Say a washing machine manufacturer is having a sale and wants to encourage online purchases. We’d place a pixel on the sale confirmation page and analyse the behaviour that purchasers have undertaken elsewhere on the web (completely anonymously, of course). This group is analysed in order to reveal online behaviours that rank most highly amongst people with a propensity to buy washing machines.

 

Lookalike modelling is critical in programmatic buying – it’s the methodology advertisers use to define the users they’re after on ad exchanges. Yet there’s a distinct lack of transparency about how it’s done, consequently, it’s an area often least understood by buyers and owners.

 

This is particularly true in media planning and buying where technology and automation (aka ‘programmatic buying’) is burgeoning. So, I’ll aim to demystify the science behind one crucial approach in this field – the ‘lookalike’ model.

 

Marketers are bombarded with a bewildering amount of technology and science purporting to help them advertise more effectively. Whilst many of these may help there’s little doubt it’s harder for marketers to ‘look under the hood’ to assess whether these really deliver the right audiences they claim to.

 

 

Google Search Engine Share

Google in most countries account for a majority of market share in search volume. The very few countries that Google is not a major player are China (Baidu), S. Korea (Naver), and Russia (Yandex). This explained why in our previous blogs, we spent much focus on Google and its algorithms.

Email to us for a free SEO audit on your website!

Search Marketing is only one of the media touchpoint in the consumer journey, more targeting to the advocacy stage in the buying cycle. To maximize the results of , a omnichannel media strategy is recommended. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard the audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 6 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

The Statista Global Consumer Survey offers a global perspective on consumption and media usage, covering the offline and online world of the consumer. The new tutorial video shows all functionalities and illustrates how you can use the DIY analysis tool effectively.

 

Just in time for the start of the new Premier League season, Statista launches the European Football Benchmark: The first football study that compares the 5 big European leagues from a fan’s perspective. Find out everything about the Premier League, its clubs, sponsors and fans.

 

The world is waking up to the environmental impacts caused by plastic waste, and the European Union is declaring war on single-use plastics. This statistic dossier provides an overview of plastic waste generation, recycling and treatment and plastic marine waste in Europe.

 

This feature is limited to our corporate solutions. Please contact us to get started with full access to dossiers, forecasts, studies and international data.

 

Statista offers dossiers and reports on over 170 industries. With Statista you are always able to make informed decisions and boost your work efficiency.

 

 

Website Relocation Checklist for SEO (Search Engine optimization)

Website migration doesn’t mean relocation of your web content to a new website address, it also involves transferring the accumulated scores and organic web rankings from the old website to the new website at page-to-page level. If you are planning a website revamp project, it is recommended that the process is led and driven by an SEO expertised project manager.

Email to us to get a free website development consultancy session!

A beautiful website alone will not earn you much website traffic or sales revenue. A holistic strategy and tactful implementation is your answer to increase sales revenue. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 6 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

A well-planned and monitored migration shouldn’t permanently affect your traffic, but you should plan for a temporary dip. For that reason, it’s best to perform the migration during a slow part of the year, assuming that there is some seasonality to your site’s performance. A site migration during or shortly before the holidays is always a bad idea. While the goal should always be to avoid losing any traffic, it’s important to make sure that if you do lose traffic, you lose it when business is already slow.

 

Never do a site migration without first testing everything on a test server. Verify that the redirects work properly, and do all of the checks that follow in private before going public. Trying to do it all in one go without testing is bound to lead to errors, and if the mistakes are bad enough, they can set your site back by weeks.

 

Still, that is only the best-case scenario. The reality is that site migrations, in and of themselves, typically offer little to no SEO benefit and do not eliminate search engine penalties. (That is why SEOs often use site migrations as an opportunity to make SEO improvements, like streamlining the site structure, fixing broken links, consolidating redundant pages and making content improvements.)

 

A site migration will almost always result in a temporary loss of traffic — Google needs time to process the change and update its index accordingly. A carefully executed site migration can minimize traffic fluctuations, and in a best-case scenario, Google will ultimately treat the new site as if it were the original.

 

Changing your domain name or implementing HTTPS can be a great business move, but if you fail to consider how search engines will react to this move, you are almost certain to take a major hit in organic search traffic.

 

 

The growing location based marketing opportunity – and how to capture it | ITProPortal

“Through the DIGICOM platform, we were able to generate north of HK$600,000 in revenue and 1600+ sales at a ROAS of 10+ during one single quarter; through programmatic advertising and creative targeting Strategy” This is the compliment from our client on programmatic advertising, Hong Kong Rugby Union.

Email to us to get a case study!

Programmatic Advertising is good at generating both brand awareness and conversions. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 5 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

The technology is now in place to be able to link a specific advertising creative to a specific location.  Every potential customer who is close to a particular shop will then only see the dynamic creative developed to reach potential customers around that specific shop. The right offer can be delivered using relevant images, animations, videos or native ads. Then, granular reporting can be made available immediately, showing impressions, clicks and post-click engagement at POS level.

 

Targeting can now be based on elements around a user’s location and surroundings, in addition to app context and other influencing factors. To target based on interests, you can target areas where you are most likely to find users interested in your products, for example, airports if you are looking for air travellers.

 

Those with a few stores can send users messages based on their locations, then either drive traffic to store or route them to a mobile app or call centre retailing presence. For advertisers with no physical presence at all, geo-fenced campaigns can still be useful, as they allow them to find their audience.

 

There are highly effective ways to realise the full promise of mobile to generate traffic through location based mobile advertising. It’s a perfect strategy for bricks and mortar retailers with many stores, as campaigns can be focused on point of sale with links to directions and special offers etc., and it’s also a highly effective option for those with just a few physical stores.

 

Mobile continues to gather pace in pursuit of desktop and it’s due to overtake it very soon. An often overlooked but related opportunity to this is the potential of geo-fencing technologies and drive-to-store strategies.

 

 

Why building websites in WordPress is a bad idea? | GBKSOFT Blog

On top of Content Management System (CMS) system (no matter open sourced like Work Press or custom built, there are many issues on website design , IA, website architecture, web copy content, programming during that will affect the organic searchability of your website upon launch. If you are planning a website revamp project, it is recommended that the website development process is led and driven by an expertised project manager.

Email to us to get a free website development consultancy session!

A beautiful website alone will not earn you much website traffic or sales revenue. A holistic strategy and tactful implementation is your answer to increase sales revenue. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 6 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

Extending the functionality of your WP website is very easy – you just need to install plugins. The market is full of different plugins, that can add any needed function to your website. But don’t be so happy, installing numbers of them to your page. The sad truth is plugins slow down your website, and the more plugins you install, the slower your site will work. Also, plugins can come into collision and stop working together. When you download plugins, made by different vendors, they don’t always collaborate with each other and you might lose functionality instead of obtaining it. That’s why sometimes you need to spend time and money on customization tuning each plugin in order to fit your website.

 

The weak point of such themes emerges when you download the theme and find out that it does not suit your brand identity as it supposed to do. Moreover, when you insert your media files, the template doesn’t look so “premium” and stylish as it used to at the preview (designers of premium themes spend hours to find the pictures from photobanks that match each other perfectly). And later, when you decide to customize the bought theme, you have to hire a developer, even if you tried to avoid it in the very beginning. If the chosen theme contains too many functions, that you will not use, be prepared to get the extremely slow website.

 

offers a great variety of website’s designs called Themes. Theme is a front end styling of your website, which is installed into your WordPress account. It contains color scheme, widget locations, page templates(layouts), fonts and other stylistic details. Generally, free themes propose simple design and limited functionality and premium themes include more features together with stylish design.

 

Originally, WordPress was built like a platform for blogging. In the very beginning, when you install WordPress, the basic function available to you are adding new posts, sharing them via social media and creating the static pages. This native functionality is enough for blogs or simple company websites. But if you want to develop the custom and functional you have to forget about using WordPress for a business website.

 

WordPress is known to be the most frequently used CMS on the web. Nowadays, 28.5% of websites are built on this platform. But why is it so popular and is WordPress good?

 

 

Black Hat SEO & Shadow Domains To Avoid

Shadow Domains is one of the black hat methodologies as mentioned in my previous blog. With black hat tactics, client was running the risk of being penalized by Search Engines or all web rankings gone when they changed the SEO service suppliers – in exchange of the short term benefits of seeing web rankings boost overnight with a literally lower price.

Email to us for a free SEO audit on your website!

Search Marketing is only one of the media touchpoint in the consumer journey, more targeting to the advocacy stage in the buying cycle. To maximize the results of , a omnichannel media strategy is recommended. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard the audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 6 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-deman

Search engine ranking is a numbers game, and Webmasters can create hundreds of shadow domain sites, all hosted separately that flood the search engines with thousands of phantom pages. This method is especially popular in highly competitive fields such as finance, pharmaceutical drugs, gambling and adult content. See

 

There are programs that create shadow domains automatically, such as the very comprehensive shadowMaker from fantomaster.com GmbH (www.fantomaster.com). ShadowMaker generates self-contained, independent websites for its customers with sophisticated scripts that differentiate people from spiders and redirect bona fide users. The scripts use a spider database that contains the spider’s IP address and attributes, and fantomaster.com updates the database several times daily.

 

The key to an effective shadow domain is the ability to redirect a human to the real Web page upon arriving on the phantom page, while letting the search engine spider scan the page.

 

A website set up for search engine spiders rather than humans. Shadow domains are indexed by the search engines just like all other sites on the Web, except the shadow domain is not for human visitors, and its content would look like gibberish. Pages are loaded with extra keywords that make the page look like top-notch content to the spider and help rank the page higher in the search results. Also called a “cloaked” site, the pages are known as “phantom pages.”

 

This newsletter may contain advertising, deals, or affiliate links. Subscribing to a newsletter indicates your consent to our Terms of Use and Privacy Policy. You may unsubscribe from the newsletters at any time.

 

 

How to write meta descriptions for SEO (with good and bad examples) | Search Engine Watch

Meta Descriptions are no longer an important factor on organic web rankings, but only have more impact on CTR%. Many web developer who claimed that their website include for FREE might only mean they fill out the meta keywords or other meta tags. Moreover mostly the keywords filled up in the meta tags may not be out of results of keywords research, but randomly adding some words, but not keywords. You need to probe them more in-depth to find out more. If you are planning a website revamp project, it is recommended that the website development process is led and driven by an SEO expertised project manager.

Email to us to get a free website development consultancy session!

A beautiful website alone will not earn you much website traffic or sales revenue. A holistic strategy and tactful implementation is your answer to increase sales revenue. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 6 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

If you use an SEO plug-in, such as Yoast, you can add a to the ‘meta description’ section, and you can preview an example of how it will look in search engine results pages (SERPs):

 

The meta description is the short paragraph of text placed in the HTML of a webpage that describes its content. The meta description will then appear under your page’s URL in the search results. This is also known as a snippet.

 

As Kristine Schachinger described in our previous guide to meta tags back in 2012, meta tags are HTML elements that provide information about a webpage for search engines and website visitors.

 

Following on from our incredibly popular guide 22 SEO essentials for optimising your site, I thought I’d follow up the advice on meta tags and answer all of the above questions.

 

What is a meta description? How do you write one? Why are meta descriptions important? Do they actually help with search engine optimisation? What are some good and bad examples?

 

 

6 Reasons Digital Marketing Is Moving In-House

The beauty of are results forecast before the campaign; and measurable and trackable results after the campaign as well as optimization over time to enhance the business results. DIGICOM adopts performance based approach of digital marketing. Objectives are translated into quantitative Key performance Indicators, say nos of views, web traffic, sales and revenue. All campaign implementations details are driven towards achieving the quantitative goals.

A holistic digital marketing strategy and tactful implementation is your answer to increase sales revenue. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 5 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

“We have too many people,” he said, “too many contracts and too many approvals to be able to react and work effectively in a real-time world,” he said. “The work is moving closer to where the customers are, where the responses can be more rapid and connected.”

 

1. Agencies are slow. An executive from one of the world’s largest ad agencies told me that his company was too big – and consequently, too slow — to compete in the lightning-fast digital space.

 

SoDA describes this trend as “alarming” (and it is, if you work for an agency) but stops short of fully explaining why it’s happening. After interviewing several ad agency executives and marketing leaders in a diverse group of businesses — pharmaceutical, high-, manufacturing, retail, sports, and others — I’ve found a few common themes that could help explain what is going on.

 

But these companies aren’t getting rid of marketing – they’re just bringing it in-house. Mitch Joel, president of Mirum, recently has also noticed this movement of agency talent to the client side, calling it one of the most disruptive trends in the industry right now.

 

A new research report from the Society of Digital Agencies finds that in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year. This continues a trend The Association of National Advertisers first reported in 2013.

 

 

Black Hat Vs White Hat SEO

Understanding the difference between black hat and white hat SEO will give you a good judgement to evaluate SEO agency. DIGICOM adopts only white hat SEO approach from keywords research, website audit to onsite and offsite optimization and ongoing reporting. It reduces the risks of penalization by Search Engines in black hat methods. And once high web rankings are achieved, the results will be long lasting even after you stopped the SEO service.

Email to us for a free SEO audit on your website!

Search Marketing is only one of the media touchpoint in the consumer journey, more targeting to the advocacy stage in the buying cycle. To maximize the results of , a omnichannel media strategy is recommended. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard the audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 6 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

Traffic from Black Hat SEO is never last long. You might get traffic for the days, the weeks and even for the months but they are always of low quality and are not worthy to stand on the quality sites.

 

Quality content; Creating quality content is important because it shows the search engines that your site is unique and appropriate to display. Researching keywords that are both short and long tail and are relevant to your site is necessary to do as well. Be sure to include keywords naturally in headings, link anchor texts and page titles. Furthermore, it is important to add new relevant content regularly. The more content-rich your site is, the better as it will appear to be more valuable to the search engines, human visitors and webmasters who would most likely link to your site. Although creating quality content may be time consuming, it will be well worth it in the long run.

 

White hat SEO refers to the use of techniques and strategies that target a human audience opposed to a search engine. Techniques that are typically used in white hat SEO include using keywords, and keyword analysis, doing research, rewriting meta tags in order for them to be more relevant, backlinking, link building as well as writing content for human readers. Those who use white hat SEO expect to make a long-term investment on their website, as the results last a long time.

 

Black hat SEO refers to techniques and strategies used to get higher search rankings, and breaking search engine rules. Black hat SEO focuses on only search engines and not so much a human audience. Black hat SEO is typically used by those who are looking for a quick return on their site, rather than a long-term investment on their site. Some techniques used in black hat SEO include: keyword stuffing, link farming, hidden texts and links, and blog content spamming. Consequences of black hat SEO can possibly result in your site being banned from a search engine and de-indexed as a penalization for using unethical techniques.

 

Major difference between White Hat and Black Hat is that White hat is ethical and Black hat is unethical. These both are basically two different methodologies to implement . White hat includes working and using only original and unique content and data. It also includes avoiding spam links and spamming. Black hat includes using duplicate data and involves spamming. You can read more about it :- Black Hat SEO v/s White Hat SEO – What’s the Difference?

 

 

Official Google Webmaster Central Blog: Google does not use the keywords meta tag in web ranking

Meta Keywords are no longer an important factor on organic web rankings. Many web developer who claimed that their website include for FREE might only mean they fill out the meta keywords or other meta tags. Moreover mostly the keywords filled up in the meta tags may not be out of results of keywords research, but randomly adding some words, but not keywords. You need to probe them more in-depth to find out more. If you are planning a website revamp project, it is recommended that the process is led and driven by an SEO expertised project manager.

Email to us to get a free website development consultancy session!

A beautiful website alone will not earn you much website traffic or sales revenue. A holistic strategy and tactful implementation is your answer to increase sales revenue. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 6 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

page documents more info on several meta tags that we do use. For example, we do sometimes use the “description” meta tag as the text for our search results snippets, as this screenshot shows:

 

A: About a decade ago, search engines judged pages only on the content of web pages, not any so-called “off-page” factors such as the links pointing to a web page. In those days, keyword meta tags quickly became an area where someone could stuff often-irrelevant keywords without typical visitors ever seeing those keywords. Because the keywords meta tag was so often abused, many years ago Google began disregarding the keywords meta tag.

 

, which could include the keywords meta tag. But that’s an enterprise search appliance that is completely separate from our main web search. Our web search (the well-known search at Google.com that hundreds of millions of people use each day) disregards keyword metatags completely. They simply don’t have any effect in our search ranking at present.

 

At least for Google’s web search results currently (September 2009), the answer is no. Google doesn’t use the “keywords” meta tag in our web search ranking. This video explains more, or see the questions below.