20 Resources you must bookmark

Kevin Gibbons from Search Engine Watch provides a list of 20 Resources for Digital Marketers. Some of these, I think it’s quite useful for me.

 

 

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Google Algorithm – Panda

What is Google Panda? It’s Google Algorithm which represents good cyber-governance. “It has allowed Google to Send untrustworthy, repetitive and unsatisfying content to the back of the class”( Viginia Heffernan, 2011).
What is it that drives Google to launch this Algorithm? It’s Content Farms, which has flourished on the Web in the pas 18 months, are massive news sites that use headlines, keywords and other tricks to lure Web-users into looking at ads.Apparently, Google had evidently been humiliated by the content-farm system.Under this circumstance, Google launched the Algorithm – Panda. With regard to the details of background infromation, Viginia Heffernan did a throrough reserach, the report was published on The New York TImes, The Opinion Pages on June 26, 2011. http://opinionator.blogs.nytimes.com/2011/06/26/googles-war-on-nonsense/.
The purpose of Google Pands is to help people find more high-quality sites in search. It’s only launched for English-language users.Based on this algorithm, Google provies a Quality Guidelines to help some webs which has high-quality content but has been impacted by this change. The guideline is in here:http://www.google.com/support/webmasters/bin/answer.py?answer=35769. You can use it to improved your site.
How exactly Panda will impact on your site ranking? here is some opinions from Danny Sullivan with an article of Why Google Panda Is More A Ranking Factor Than Algorithm Update. http://searchengineland.com/why-google-panda-is-more-a-ranking-factor-than-algorithm-update-82564.
Surly, there is a hot buzz about this change recently. To find out how Google’s Panda Update changed SEO best practices forever, I would prefer the video talk by Matt cutts with a much better understanding on how we are going to do practically with Google’s Panda.

Build-in Ad Sever On BrightCove

How to set up a standalone ad server on BrightCove?

 

The following article is written by John Huebner. It’s quite useful, I follow up the article step by step to set up a standalone ad server to sever in-stream video ads.

Written with John Huebner.

Retrieved on May 5, 2011, from http://developer.brightcove.com/en/articles/example-built-ad-server

The following example is an ad translator which can be used to serve video ads or ad SWFs without the use of an ad server. This example is given as an alternative to using a real ad server or to using ad XML without an ad server.

This example is only for video ads and ad SWFs; banners and overlays are not supported. Video ads are served by using a video selected from your Brightcove account, and only one video can be chosen in the key/value pair.  Videos that are used as ads will show up within Video Bandwidth in the Brightcove reports, but the video ads will not show up as a Video Play in the reports.  Ad SWFs are served by giving the URL of an ad SWF, like the one for Google AdSense for Video.

Using the Ad Translator

Here are the basic steps for using the standalone translator:

  1. Download StandaloneTranslator.zip.
  2. Place the Standalone.swf file on your webserver. We do not host the standalone ad translator, so you will need to provide your own URL for it.
  3. Set the ad translator at the player or account level.
  4. If you are using video ads, upload the video in the Media module.
  5. If you are using video ads, get a Media API read token, which you can request from customer support. You must also ask customer support to have this token expose the FLV URL.
  6. Set up the key/value pairs that are needed for a video ad or ad SWF, as described in the next section. The key/value pairs can be set in any of the places they are allowed, such as in the player edit screen.
  7. Set the rest of the ad policy settings you would like for the player, and then preview the player to see the ad.

Required Key/Value Pairs for Video Ads

The key/value pairs mentioned in step 6 above are essential to using the ad translator. Before we go over the key/value pairs that are required for video ads, note that your Brightcove account must be configured to deliver video content via progressive download (that is, HTTP or PD delivery) or be configured for universal delivery service.  If you have an account that delivers content via streaming but does not have universal delivery service enabled, video ads will not play in this example.

You will need to use a key/value pair to provide a video ID or an ad SWF URL so that there is an ad to play. The video ID is specified as follows:

videoID=<The id of the video that you would like to use as an Ad>;

This ID can be found in the media module when the video is selected, as shown below.

video ID

If you are providing a video ID, you must also provide the Media API read token, which you can request from customer support. You must also ask customer support to have this token expose the FLV URL.

token=<The Read Token given to you by customer support>;

If you are using the universal delivery service, you must also set a key/value pair for this.

uds=true;

Required Key/Value Pairs for Ad SWFs

If you want to use an ad SWF instead of a video ad, you must provide the ad SWF URL:

adSWFURL=<URL to the ad SWF>;

For Google AdSense for Video, the URL would be http://admin.brightcove.com/adswf/Google.swf

You can also specify more parameters to pass into the ad SWF by simply adding more key/value pairs which aren’t recognized here. For instance, in order to pass videoPublisherId to the Google ad SWF, you would specify:

videoPublisherId=<pub id>;

Optional Key/Value Pairs

You can also provide a Google Analytics ID for tracking the ads. For example:

googleAnalyticsID=<The Google Analytics account id to send tracking data to>;

The ad translator will send an event before the ad has started and when it completes. Note that the start event is not the same as the IAB standard impression event.

If you are providing a video ID, you can specify a click-through URL:

videoClickURL=<URL for the video ad>;

And if you’re having problems, you can add a debug key to see more debug info in flashlog.txt:

debug=true;

Combining Key/Value Pairs

All of the key/value pairs mentioned above need to be put together on the same line in whatever location you use to set up your key/value pairs. Here’s an example of a standalone translator set up to serve a video ad and use Google Analytics:

token=pCODGcrykerP4-LuBio.;videoID=12345;googleAnalytics=UA-111-222

Compiling the Ad Translator

The source is provided in the zip file so that you can make your own changes to the ad translator as needed. The example is heavily commented to make it easy for you to do more with it.

In order to compile the ad translator, follow the steps given in the documentation for creating an ad translator. One additional step is needed, which is that a Google Analytics SWC has to be in the library path to compile. Use the analytics.swc from Google.

Limitations

There are a few limitations with the standalone ad translator. It only serves video and ad SWFs, and so it does not have support for banners or overlays. Also, the start event that’s sent to Google Analytics is not an IAB standard impression event. The start event may be good enough for your own tracking, however. As noted above, only one video can be chosen in the key/value pair.

If you are willing to compile and make changes to the ad translator yourself, all of the limitations above could be removed. The banners and overlays could be set up in a similar way to ad SWFs by passing in a new key/value pair that gives the URL of a SWF. An IAB standard impression could be added by inserting a startTrackURLs element into the ad XML. More than one video could be chosen by changing the media API call to look at a playlist or to search for a tag.

One limitation that cannot be removed is that the standalone translator is a simple class compared to a real ad server. Ad servers such as Doubleclick and Tremor provide a great deal of functionality, such as day-part targeting, ad campaign frequency capping, etc., that can’t be replicated here. Brightcove has many advertising partners that you can talk with about your advertising needs.

In Steam Video Advertising + Video Content + Website

To explain the relationship of these three things, let’s image a scenario first. You are working for a big media company, editorials in your company think it would be cool if you have a video content on your website, sales people think it’s a marvelous idea to have an additional ad inventory pruned on the video content. Of course, you are the person who is managing website. Your task is to meet everyone’s requirements and make the dream come true. Alright, it’s not a “Dream”, it’s an easy job in these days. Let’s find out how easy it is.

First of all, you need a video player set up on your website. There are two ways to set it up. You can set it up internally and pay a server to host your video content. Alternatively, you can use a professional video service provider. What you do is to upload you video content to their server and pay the monthly service fee. Service provider, such as Brightcove, Vzaar, has excellent system.

Second of all, you should have an ad server which can help you manage you advertising. Some company is using free ad server management system, such as OpenX, Google DPF Small Business. OpenX has functionality to manage Inline Video Ads (pre/mid/post-roll). Unfortunately, DFP Small Business doesn’t support Inline Video Ads, unless you have your video ad in HTML format or JavaScript, subsequently, it will be very difficult to provide precise report analysis. Most of paid ad servers support In Stream Video Ads, such as Google Dart for Publisher, Atlas, AdTech, 24/7 Media etc.

Here is a normal picture drawn in majority of documentations (IAB) or websites to explain how the whole procedure works once you get the above two steps done on your company.

In_stream_video_advertising

The explanation of each steps are following:

1.       1. The player makes an ad call to the ad server;

        2. The ad server responds with an ad XML;

      3.The player retrieves the ad media and renders it

   Note: The advanced ad media requires a set of parameters from the player, and may interact with the player using an API.

P.S.

To clarify one of the confusion, Video Service Provider doesn’t support the hosting of advertising assets, including video ads. Therefore, if you want to have In Stream Video ad appearing your video content, you do have to have an Ad Server.

In a word, you can user Video Service Provider to manage your video content, but they can help you to manage you advertising.

One step to organise your multiple social networks

hootsuite.com is a social network dashboard. It can help you link all your social networks together in one place, publish you message just once, it’s really a one stop solution for your social media marketing.

 

Key features:

 

  • Update multiple networks in one step, including Twitter, Facebook, LinkedIn, WordPress.com, and Ping.fm
  • Save your time and save your sanity. Manage multiple social networks through one client: HootSuite!Have a company or organization with more than one contributor? HootSuite makes it easy to manage multiple users over various social network accounts.
  • Review success in real-time with click-through statistics and easy report exporting

It’s a free tool. http://hootsuite.com/

How to track your off-line advertising?

Both Omniture and Google Aanalytics can track your off-line advertising? Sharing with you an useful article is always my great pleasure.

 

Tracking Offline Advertising With Google Analytics

With a little bit of programming you can use Google Analytics to track your off-line advertising activities. There are some caveats, but I believe the process below is reliable and convenient for customers. Here’s how to set it up.

First a disclaimer. I’m not going to go over the basics of how link tagging works. If you don’t know how to use GA to track your advertising campaigns stop reading this and start reading the GA support docs 🙂

Now we can get down to business!

The key to tracking off-line advertising with GA is link tagging. If you can tag the links in your off-line ads with the campaign variables used by Google Analytics you can measure off-line advertising success the same way you measure on-line advertising success. I know what you’re thinking. “How am I supposed to put some long, archaic URL in my ad?” The answer is, “you’re not”. There’s a trick to the implementation.

Instead of attaching the campaign variables to the URL that you place in your off-line ads, create a custom URL or a custom landing page. When a visitor requests that custom URL or landing page do a page redirect (using your application platform) and dynamically append the tracking variables.

Here’s an example. Let’s say I’m an online retailer, www.jeans.com, and I’m getting ready for a back to school sale. I decide to purchase a number of print ads in a newspaper. Within the ads I place a URL to my website. With a normal GA campaign tracking setup the URL in the ad would look like this:

http://www.jeans.com/?utm_campaign=fall_sale&utm_source=local_paper&utm_medium=print

Or, if I’m using a master tracking table the URL might look like this:

http://www.jeans.com/?utm_id=1

Those are ugly URLs! No one will remember those! Let’s use a custom URL that’s easier for the reader to remember. Then, when they land on the custom page we’ll do a redirect and dynamically append the tracking variables. Here’s the custom URL we’ll use:

http://www.backtoschooljeans.com

And here is the code that we’ll use when someone requests that URL:

< php

header(“Location: http://www.jeans.com/?utm_campaign=fall_sale&utm_source=local_paper&utm_medium=print”);

exit(0);
?>

There you have it. Your off-line ad is now tagged like your on-line ads. You’ll be able to see traffic and conversion for your on-line and off-line advertising in the same GA reports.

One thing to note. If you publicize the custom URL in other locations you’ll end up driving traffic to the page that is not from the off-line ad. This will skew your results.

Heat Map Tools

I need to provide a website heat map for our sales department, the map is supposed to provide some insights for the client about the hot spots of our website. I know Google Analytics overlay has this function, unfortunately it only shows some numbers (click map) without a visualized picture. Omniture ClickMap provides a better result, I am working on pulling it onto my dashboard at the moment.

 

Heat Mapping (or click mapping) tools record visitor clicks to create visual maps of user activity.

– AttentionWizard http://www.attentionwizard.com

AttentionWizard generates a sample virtual heat map. It attempts to map out the areas that will draw the most visual “heat”. It can help you quickly understand how images, headers, and other visual elements can both reinforce and distract form your content.

Visual Hot Spots blow up shows how dramatically a logo and header text can draw visual attention. It also helps to show how attention flows from one element to the next. Understanding these hot spots can help you better understand how to strategically place critical visual elements.

AttentionWizard provides a 14 days free trial, simply register and play with it.

Oops, forgot to tell you, you just need to upload your website screenshot. The free trial accepts the max image dimention 1024×768, once you start to pay, the max image dimention is 1920×1080.

How does it work?

AttentionWizard uses advanced artificial intelligence algorithms to simulate human visual processing and attention. The software instantly creates an “attention heatmap” of your Web page that predicts where someone would look during the first few seconds of their visit. They provide instant results – just upload an image, no eye-tracking or mouse-tracking needed.

– ClickDensity http://www.clickdensity.com

Clickdensity tracks visitor clicks to produce a click map showing you hot spots of activity. Clicks can be displayed as a heat map, click map, or hover map. Customization options include filtering by browser type and date-range, as well as a useful transparancy adjustment to view the heat map more clearly.

You can start a free trial: http://www.clickdensity.com/SignUp.aspx

– Crazy Egg http://www.crazyegg.com

The strength of Crazy Egg is its reporting interface is very easy to use, but the customization options are limited, the core reports are powerful and well-designed.

It’s not a free system, you have to paid 😦

You need use the website url.

http://www.crazyegg.com/plans

– Feng-GUI http://www.feng-gui.com

Feng-GUI uses a sophisticated algorithm to mimic the kind of heat map that would be produced by an eye-tracking study. This is not a click map, but a simulation of what acual gaze patterns might look like. Simply upload a screenshot, and the algorithm returns a heat map. While Feng-Gui isn’t meant to replace a laboratory eye-tracking study, the results are impressive.

It’s free!