Just finished reviewing a new digital marketing technology report (thank you Kenshoo) that further cements the notion that marketers need to stop thinking in silos. Certainly not new news, but raises the question, are you as integrated as you could be to drive results?
The research suggests that Facebook advertising has a direct, positive effect on paid search marketing performance. The research analyzed recent paid search results for a big-box retailer with more than 2,500 stores in the United States. Certain segments of the target audience were exposed to both paid search and Facebook advertising, while others were exposed to paid search alone.
The study found that the paid search audience segments exposed to Facebook advertising generated 30 percent more ROI. These segments also had higher average order value (24 percent higher), better click-through rates (7 percent), and a lower cost-per acquisition (4.5 percent lower).
“The main takeaway is that having ads in market on Facebook can help you get the most bang out of your buck on search marketing campaigns,” Aaron Goldman, CMO of Kenshoo, told CMO.com. “We all know that an interplay between channels exists, and we track it in different ways. Facebook ads in partnership with search go beyond just standard attribution.”
People click on ad on Facebook and then move on to search for the products in those ads on Google, Goldman added. Google seals the deal, getting the person to transact.
Marketers have been lamenting social’s lack of ROI for a while. But now, marketers can show that social is having a direct impact on other channels–channels that are driving actual sales.
“Marketers need to track the cross-channel effect,” Goldman said. “Not just channel performance in silos. Also, think about how to apply the insights of one channel to the other. For example, a retailer can see that certain products are selling really well via search. Search is a demand signal. So if you take these products to Facebook, you get better performance.”
NetScope helps clients connect the dots across the organizational silos. Sometimes it’s easier for an outside partner to help navigate this process. Let’s talk about it! Love to hear from you.
SAN FRANCISCO, Nov 06, 2013 (BUSINESS WIRE) — MWest Properties has acquired three campuses in North San Jose, CA from Carr Properties, further expanding its Silicon Valley portfolio. Terms of the transaction were not disclosed.
The acquisition includes 12 R&D and corporate office buildings totaling 825,000 square feet. The major tenants include Boston Scientific BSX +0.07% , the North American headquarters of Taiwan Semiconductor Manufacturing Company TSM -0.62% and the corporate headquarters of Tessera.
“These are quality, well-managed assets with good credit tenancies in place in a market which has seen rental increases and improved vacancy rates and which continues to experience strong employment growth,” said Justin Wesley, Managing Director at MWest. “The addition of these assets creates tremendous synergies within our existing platform and significant value-add opportunities,” he added.
About MWest Properties: MWest Properties is a venture that was formed by DivcoWest, Ivanhoe Cambridge and TPG Real Estate in December 2012 to acquire the majority of assets owned by Mission West Properties (formerly, NYSE: MSW). The company’s holdings now include more than 7.1 million square feet of commercial office and R&D space across 85 properties in the Silicon Valley. MWest is focused on making additional property acquisitions in the Silicon Valley and San Francisco areas. MWest’s group of senior executives has extensive expertise in commercial property acquisition, redevelopment, and management.
About DivcoWest: DivcoWest was founded by Stuart Shiff, who founded DivcoWest Properties in 1993. DivcoWest is a vertically-integrated operating company with approximately 75 employees that provides asset, property and construction management and leasing services and has offices in the San Francisco Bay Area and Boston. DivcoWest is comprised of a dedicated group of professionals with extensive experience in sourcing, structuring, acquiring, financing, developing, redeveloping, managing, leasing and selling primarily commercial real estate and other real estate-related assets. DivcoWest employs a disciplined approach to investing on behalf of a broad base of U.S. and non-U.S. public and corporate pension funds, institutional investors and high net worth individuals, with a focus on creating value through prudent acquisitions, active management and well-timed sales. www.divcowest.com
About Ivanhoe Cambridge: Ivanhoe Cambridge is a world-class real estate company that leverages its high-level expertise in all aspects of real estate including investment, development, asset management, leasing and operations, to deliver an optimal return for its investors. Through its multiple subsidiaries, its assets in more than 20 countries are valued at over Cdn$35 billion as at December 31, 2012. Ivanhoe Cambridge is a real estate subsidiary of the Caisse de depot et placement du Quebec (lacaisse.com), one of Canada’s leading institutional fund managers. For more information, visit ivanhoecambridge.com.
About TPG Real Estate: TPG Real Estate is the real estate platform of TPG, a leading global private investment firm founded in 1992 with $55.3 billion of assets under management and offices in San Francisco, Fort Worth, Austin, Beijing, Chongqing, Hong Kong, London, Luxembourg, Melbourne, Moscow, Mumbai, New York, Paris, Sao Paulo, Shanghai, Singapore and Tokyo. TPG has extensive experience with global public and private investments executed through leveraged buyouts, recapitalizations, spinouts, joint ventures and restructurings. The firm’s real estate transactions have included ST Residential, Catellus Development Corporation, Taylor Morrison Home Corporation TMHC +4.43% , Parkway Properties, Inc. PKY +1.17% , Merin BV, the Woolgate Exchange building in the City of London, Assisted Living Concepts, LLC, AV Homes, Inc. AVHI -0.47% , and PointPark Properties (P3), among others. For more information visit www.tpg.com.
SOURCE: MWest Properties
Reposted from Google Analytics Blog Announcement
October, 2013 |
Traffic sources in Google Analytics contains some of the most popular reports in our product and are accessed daily by millions of users. That’s why we’ve been thinking about how to evolve these reports to better present your key metrics and give you a broader view of your business.
We know how important these reports are to you, and so we’re pleased to announce the launch of the new Acquisition reports which provide a window on your users’ Acquisition-Behavior-Conversion (ABC) cycle: how you acquire users, their behavior on your site after acquisition, and their conversion patterns. We conducted robust testing with users and saw that this setup was better for several reasons, including providing a better flow for analysis, more customization and well organized metrics.
The new Acquisitions will replace the ‘Traffic’ Sources’ section on the left hand navigation.
New reporting in acquisitions
As part of the new acquisitions we are also introducing two new reports:
Acquisition Overview quick summary view of traffic acquisition
Channels Report detailed view on a per channel basis
A more intuitive Overview report
The new overview report in the acquisition section is designed to provide you with a end to end view of how your business is operating giving you insights into how you are acquiring users, how they behave and who converts. By default, the Overview report shows you relative performance broken down by acquisition channels (more on that below). Use this report to get a quick look at:
Which channels acquire the most users
Which channels acquire users who engage most with your site
Which channels acquire users who result in the most conversions
Channels allow you to view your traffic acquisition at a higher level of granularity, allowing you to group similar sources using rules into logical buckets we call channels. By default all users will be pre-setup with eight channels; you can choose to customize and add more at anytime.
Channels are now a first class entity in all of analytics and will be made available in custom reports and the API soon. They are also shared across users of the same profile.
Editing the Channels
You can edit the Channels to define new channels, remove existing channels, and change channel definitions. The default Channel Grouping uses system-generated definitions for each channel. For example:
System Defined Channel exactly matches Direct
System Defined Channel exactly matches Referral
The system definitions are proprietary, and reflect Analytics’ current view of what constitutes each channel. While you cannot edit any of the system definitions, you can configure new rules to define a channel. For example, you can change the definition of the Social channel:
System Defined Channel exactly matches Social
Source contains plus.google.com|twitter.com
The updated reports will be gradually rolling out to all users starting in October 2013. We look forward to providing a cleaner, more intuitive experience for you and better analysis of Acquisitions.
The new Acquisition, Behavior, Conversion approach provides a better emphasis on what matters most: how potential customers are acquired, how they behave, what their experience consists of, and last but not least, the outcomes from those behaviors – conversions.
We at NetScope are helping our clients make the most of these new changes. Contact us for a phone discussion on how we can improve your conversions and ROI.Thank you!
Pardot recently released its “The State of Demand Generation” report and while the study contains some intuitive results – such as 9 in 10 B2B buyers’ amount of research being influenced by the cost of the product – the findings are worth a look. Of note, about three-quarters of respondents agreed that they prefer different content at each stage of the research process. How long should a written piece of content, such as a
whitepaper or case study, be? Interestingly, many would prefer it to be under 5 pages.
Presented with 3 choices, 70% agreed that they’d prefer the content to be under 5 pages, compared to just 2% preferring that the content being longer than that. The remaining 28% are happy with the content being as long as it takes to inform them.
Given that previous research has indicated that the content characteristics most valued by B2B buyers are breadth and depth of information, marketers apparently have their work cut out for them providing that depth in a concise format.
Meanwhile, for about 7 in 10 respondents to the Pardot survey, research for a future business purchase begins on Google, with Yahoo (5.5%) and Bing (2.8%) used by relatively few in comparison. About 1 in 6 buyers say they turn to personal networks first, leaving fewer than 5% on average typically starting their search on LinkedIn (2.5%) or other social networks (2%).
After conducting their initial research, only 1 in 5 respondents said they do all of their subsequent online research in one sitting, at least when it comes to purchases that requires their boss’ approval. 7 in 10 go back online 2-3 times to do their research, while 12% go back more than 3 times.
About the Data: The data is based on a survey of 400 B2B buyers: 53% work for a small business; 22% work for a mid-market company; 25% work for an enterprise company; and 75% are not marketers.
Search engine marketers need to put aside attempts to raise their brand’s Web site to the top of first-page query rankings through old-fashioned optimization techniques and focus on content — as well as Hummingbird, Google’s latest search algorithm for conversational search.
Search is on the cusp of a major transformation, and marketers need to build better content, rather than try to optimize it for search engines, per Vikram Bhaskaran, director of marketing at Freshdesk. Building algorithms that allow search engines to think like consumers becomes the holy grail, he said. Marketers must create content for a specific type of customer. That will optimize brand Web sites to land for specific consumers in the No. 1 position.
Search experts warn that a combination of content, personalized search and the Hummingbird algorithm will make ranking relevant solely to the person searching for answers to questions at any specific moment in time. Google will index and rank sites across the Web based on content, rather than keywords. It’s a well known fact that has been floating around the search industry for months.
SEO by the Sea founder Bill Slawski dug up some Google patents that may provide insight on the future of Hummingbird. One patent suggests substitution of query terms or finding terms or phrases to use to expand queries. Specific words such as “Apple” can change meaning or mean more than one thing. “Or two words that might potentially be substitutes for each other are ‘felines’ and ‘cats,’” he explains.
Some people believe that brands will get less traffic to their Web sites, but consumers landing on the pages will have a specific purpose and more likely to make a purchase or download information. Chris Marentis, CEO of digital marketing provider Surefire Social, said consumers are interacting differently with search engines, “asking longer questions through voice search.”
“Build pages in the way that answers questions using subject, predicate, and object,” Marentis said, adding that gaming the system will become a thing of the past. “Use objects, images, and videos, and with the correct semantic structure the content will get grabbed into features like Google Carousel.”
Hummingbird sorts through billions of Web pages and content to return what it believes the best answers to conversational search queries, rather than those based on keywords. It works with Knowledge Graph, which connects people, places or things. The algorithm makes keywords less important, focusing more on strings of words linked together to form a conversation such as “how do I provide better customer service.”
Google began using structured data earlier this year to support a markup language, which allows marketers to tell the engine what each piece of the content on the page means. The schema developed by Google, Microsoft and Yahoo engineers provide insight into the future of search.
With Keyword Planner, Google has combined the functionality of Keyword Tool and Traffic Estimator to make it easier to plan search campaigns. That’s why Keyword Tool is no longer available. You can use Keyword Planner to find new keyword and ad group ideas, get performance estimates for them to find the bid and budget that are right for you, and then add them to your campaigns.
To access Keyword Planner, sign in to your AdWords account at https://adwords.google.com. Click the Tools and Analysis drop-down menu and select “Keyword Planner.” Keep in mind that the anonymous keyword tool is no longer available. But if you were using it for other reasons, you can still get keyword ideas with Keyword Planner. All you need is an AdWords account. If you don’t have an Adwords account, learn how to create one.
Google AdWords also added several new features with Keyword Planner. As you start to use Keyword Planner, you’ll likely notice some differences between Keyword Planner and Keyword Tool. Read on to learn more about what has changed.
We can help you sort through the changes, making sure your budgets are optimized. Contact us for a SEO Audit today.
Thank you Justin Lafferty•Sep 30th, 2013,
One of the common complaints from Facebook users is the inability to find specific posts or status updates. Now, Facebook is working toward a solution by allowing posts to be found through Graph Search.
Facebook announced Monday that posts and status updates within a user’s friend network are searchable via Graph Search. This is rolling out slowly among a small group of users who have Graph Search.
Privacy settings on posts will not change, and users will not be able to see posts if they’re not within the person’s privacy controls.
Facebook announced this new feature in a Newsroom blog post:
Starting today, Graph Search will include posts and status updates. Now you will be able to search for status updates, photo captions, check-ins and comments to find things shared with you.
Search for the topics you’re interested in and see what your friends are saying, like “Dancing with the Stars” or “Posts about Dancing with the Stars by my friends.”
Facebook notes that users will soon be able to search posts by time and place, as well as look back at their own posts.
Readers: How do you feel about these new features?
No question that relationships in the commercial real estate industry are the key point of difference. Operationally, the challenges for REITs once the deal has been vetted, financed and acquired is revolves around leveraging communication technology to ensure that property data & inventory availability information to potential clients. NetScope provides a comprehensive technology services, across the digital communication channels & devices (web, mobile, social media, paid search, SEO & email) to ensure a Web presence consistent with their business strategy.
Clients like BioMed Realty Trust, Inc. continue to innovate their web presence. Recently, NetScope’s team had the opportunity to handle a brand update/web development project designed to emphasize the importance of relationships in BioMed’s go-to-market strategy.
In addition to the “must have” searchable property listings, BioMed took advantage of YouTube in providing video property overviews and senior management interviews. Once again, reinforcing the brand positioning.
Understanding the importance of a comprehensive digital strategy, Biomed developed a mobile site as well. Interesting note and sign of the times, the mobile traffic increases continue to be a growing percentage of the overall site traffic visits.
NetScope is excited to be working with DivcoWest, a commercial REIT, real estate investment trust led by Stuart Schiff, CEO. DivcoWest’s strategy is acquisitions in key emerging US technology markets. Divco has acquired a sizable Silicon Valley portfolio. The portfolio’s tenants include Google, Apple, Huawei, NEC, Stryker and Fujitsu.
Providing space to the country’s top technology firms, it’s important that Divco maintains an innovative Web presence. NetScope is currently re-building Divco’s Web technology from the ground up. Efficient access to relevant real estate industry data, property data and investment information is critical.
Providing an outstanding B2B customer experience for users that is efficient and consistent whether it be from a desktop, mobile smartphone or tablet device is a company priority. Property look-up tools for clients and customers that are always on the go is critical, given the growth of usage by consumers. Mobile device access will be a key focus of the new web inventory availability functionality that will be enabled using responsive design technology.