May 15, 20175 min read

Marketing Day: Snapchat’s Sponsored Lenses, a new Google AdSense policy & more

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

From Marketing Land:

4 critical areas to consider when performing AdWords audits May 15, 2017 by Matt Umbro AdWords audits are a great way to win business and check on the health of an account, but columnist Matt Umbro notes that there are some aspects of an audit that are easily overlooked or underexplored. Don’t make these mistakes!
SEO vs. PPC: Pros, cons & an integrated approach May 15, 2017 by Marcus Miller Not sure whether your business would benefit more from paid or organic search marketing efforts? Columnist Marcus Miller breaks them both down, providing insight into where they fit within your larger marketing plan.
New RLSA Strategies for Search Marketers May 15, 2017 by Digital Marketing Depot Search advertising is quickly becoming personal – as mobile dominates desktop and keywords are only part of the equation. If you’re not using RLSAs – Remarketing Lists for Search Ads – you are missing out on a key opportunity to make highly targeted, personalized ads an important part of your paid search strategy.
Snapchat’s Sponsored Lenses can now be targeted with guarantees, work as World Lenses May 15, 2017 by Tim Peterson Audience-targeted Sponsored Lenses can now be bought on a guaranteed basis and paired with the non-selfie variety.
A smarter approach to ‘back to school’ marketing May 15, 2017 by James Green Columnist James Green explains why marketers need to evolve from a decades-old traditional paradigm and instead view back-to-school marketing as a year-round strategy.
What does it mean to ‘be bold for change?’ May 15, 2017 by Yael Baifus At a recent Janes of Digital event, contributor Yael Baifus comes away with a new understanding of being bold for change and explains how you can apply it to your own digital marketing career.
Google now blocking ads on specific pages, rather than entire sites, for AdSense policy violations May 15, 2017 by Ginny Marvin A new policy center gives AdSense publishers more information about actions and how to fix them.
Let’s get visual: Shopping from within images May 12, 2017 by Christi Olson Columnist Christi Olson outlines exciting developments that bring image search and shopping together to enhance the search experience for users.
What can legacy media teach us about programmatic’s future? May 12, 2017 by Chuck Moran Digital technologies revolutionized the way we consume media, but columnist Chuck Moran wonders if there are some elements of old media (print, TV) that advertisers might take back if we could.
The future of B2B marketing: ABM and AI May 12, 2017 by Peter Isaacson Columnist Peter Isaacson believes Account-Based Marketing and artificial intelligence hold big promise for bringing B2B marketers closer to delivering personal, one-to-one customer experiences.
VoiceLabs launches audio ads for Alexa skills May 12, 2017 by Greg Sterling Company is seeing a lot of advertiser demand from CPG companies, says CEO.
Start Listening! 7 Real-World Tips for Better Social Engagement May 12, 2017 by Digital Marketing Depot Pepsi… Fox News… Uber. Look at recent headlines, and you’ll see the impact social media can have on a brand. In today’s 24/7 news cycle, responding quickly and appropriately to customers on social media can be the difference between success and disaster.
Relevance vs. authority: Which link has more value? (Part 2) May 12, 2017 by Andrew Dennis In part two of his three-part series on authority versus relevance in link building, columnist Andrew Dennis hears from experts who favor authority.
Canonical tags are easy, right? What’s the worst that could happen? May 12, 2017 by Patrick Stox Columnist Patrick Stox outlines when to use the canonical tag, as well as some common problems that occur during implementation.