Marketing Day: Targeting the right keywords, Salesforce partners with Google Analytics 360 & more

Here’s our recap of what happened in online marketing today, as reported on MarTech and other places across the web.

From Marketing Land:

• SEO ranking factors for 4 business verticals and what they mean for local businesses
  Nov 7, 2017 by Wesley Young
  As organic search becomes ever more targeted, SEO is evolving in ways that require more customization. Wesley Young explores a recent study on ranking factors and provides 8 practical takeaways to boost search rank.
• Target the right keywords — for Google AND your clients
  Nov 7, 2017 by Greg Gifford
  Columnist Greg Gifford illustrates the importance of educating your clients on different types of keywords and when to target them.
• Using Google Customer Match to optimize PPC campaign performance
  Nov 7, 2017 by Digital Marketing Depot
  Your display advertising targets specific audiences, but what about your search marketing? It’s time to think beyond the keyword, and tailor your PPC campaigns based on who is actually viewing or clicking your ad.
• Eager to embrace live video? Inspiration and tips on how to get started
  Nov 7, 2017 by Jordan Kasteler
  How can you go live with confidence? Columnist Jordan Kasteler discusses the strategy and tools you’ll need to make sure you don’t look like an amateur.
• Salesforce unveils ‘my’ versions of its AI-based platform tools
  Nov 7, 2017 by Barry Levine
  The new capabilities allow non-technical users to build their own predictions, customer service bots and gamified learning courses.
• Instagram opens sponsor-tagging tool to more creators, adds monitoring system
  Nov 7, 2017 by Tim Peterson
  Instagram will prompt creators to add “Paid Partnership with” labels when required.
• How to get your content marketing team out of its echo chamber
  Nov 7, 2017 by Ben Jacobson
  It’s time to break out of your bubble. Contributor Ben Jacobson explains why engaging with subject matter experts outside your typical sphere is the only way to generate fresh ideas and keep your marketing authentic.
• SMX West registration is open
  Nov 7, 2017 by Marketing Land
  Mark your calendars for SMX West 2018! We’re coming to sunny San Jose, California, March 13-15. Don’t miss your chance to attend the largest search marketing conference on the West Coast. Obsessed with search? So are we. SMX is the only conference series that is 100 percent dedicated to search.
• Salesforce announces data integrations with Google Analytics 360
  Nov 7, 2017 by Ginny Marvin
  A new partnership helps marketers connect online and offline data and create audiences for ad targeting.
• Facebook refunds advertisers for mobile video ads played out of view
  Nov 6, 2017 by Tim Peterson
  Errors with Facebook’s mobile site and Instant Articles in its Android app led Facebook to play videos, including ads, while out of view.

Recent Headlines From MarTech, Our Sister Site Dedicated To Marketing Technology:

• youXtools launches a user testing platform with AI-powered visual analytics
  Nov 7, 2017 by Barry Levine
  The user experience consultancy UEGroup is now making its internal testing platform publicly available through this spinoff startup.
• The subtle ways advertisers target audiences — and why they shouldn’t
  Nov 7, 2017 by Mark Williams
  Targeting based on ethnicity and social contructs is both outdated and ineffective. Contributor Mark Williams discusses how affinity and retargeting are the way forward for today’s marketers.
• Northwestern Mutual’s first ever CMO is focused on creating a data-driven marketing strategy
  Nov 7, 2017 by Amy Gesenhues
  Get to Know Northwestern Mutual Chief Marketing Officer Aditi Gokhale.
• Facebook Messenger can now power chat on brand sites
  Nov 7, 2017 by Tim Peterson
  Messenger’s Customer Chat plugin may help the messaging service realize its potential as marketers’ new CRM channel.

Online Marketing News From Around The Web:

• 5 Ways to Harness Time and Data in Your Content Process, Convince and Convert
• A Marketing Team’s Secret Sauce Is an Editorial-First Brain, CMS Wire
• A Quick-Start Guide to Paid Content Promotion, Content Marketing Institute
• Amazon’s ad business will get another boost with the rollout of a new API for self-serve ads, Digiday
• Enterprise Marketing Best Practices for 2018, Marketo
• Former Yahoo CEO subpoenaed to appear before Congress, TheHill
• Four Ways to Get the Most Out of Small Business Saturday, Facebook Business
• How to Develop a Warm Audience With Live Video and Facebook Ads, Social Media Examiner
• Instagram Ad CPCs Drop 35% In 2017 [Report], The AdStage Blog
• iOS 11.2 will let developers offer introductory pricing for subscription apps, 9to5 Mac

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.