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

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:

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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.

  6. 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.

  7. 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.

  8. 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.

  9. 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.

  10. 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 Today, Our Sister Site Dedicated To Marketing Technology:

  1. 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.

  2. 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.

  3. 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.

  4. 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:

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