martes, 31 de diciembre de 2013

FB: Facebook dominates U.S. social media use; LinkedIn's demographics favorable

Facebook dominates U.S. social media use; LinkedIn's demographics favorable • 6:54 PM

  • Teen engagement worries or not, Facebook (FB) is still the unquestioned colossus of the U.S. social media scene. A Pew survey (.pdf) of 6,010 Americans found 71% claiming to use Facebook, up from 67% in 2012. That compares with 22% for LinkedIn (LNKD - up from 20%), 21% for Pinterest (up from 15%), 18% for Twitter (TWTR - up from 16%), and 17% for Facebook-owned Instagram (up from 13%).
  • Facebook's success at reeling in older users has helped it continue growing: 45% of respondents age 65 or older said they use Facebook, up from 35% a year ago. 63% of users say they check in daily, and 22% weekly.
  • Unsurprisingly, Twitter and Instagram's user bases skew young: 31% and 37% of respondents in the age 18-29 demographic respectively use Twitter and Instagram, compared with 9% and 6% in the 50-64 demographic. 46% of Twitter users say they check in daily, a level notably below Facebook's 63% and Instagram's 57%.
  • A mere 13% of LinkedIn users claim to check in daily, evidence the company's efforts to boost engagement need more work. But the platform is used by 38% of respondents making over $75K, and 27% of all employed respondents. LinkedIn's recruiting and ad clients will be happy to know that.
  • North America accounted for only 17% of Facebook's Q3 MAUs, but produced 48% of its Q3 revenue. The U.S. accounted for 74% of Twitter's Q3 revenue, and 62% of LinkedIn's.
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Google Adwords: Los cambios más importantes del 2013

Google Adwords: Los cambios más importantes del 2013


Google Adwords: Los cambios más importantes del 2013

Posted: 31 Dec 2013 08:53 AM PST

Este año trajo muchas novedades en el mundo del PPC y la verdad es que inclusive trabajando a tiempo completo con cuentas de Adwords se hace difícil mantenerse 100% al día.

Así que acá va un resumen de los cambios que considero más importantes en este 2013.

1) Campañas Avanzadas

Sin dudas las Campañas Avanzadas se llevan el premio al cambio más importante del año, ya que literalmente afectaron a todas las cuentas.

Este cambio fue muy polémico en su momento por eliminar varias opciones de segmentación y apostar por un enfoque más integrador en cuanto a dispositivos. Por ejemplo, no se puede pautar independientemente para Tablets y dispositivos de escritorio.

Las opiniones sobre este cambio varían grandemente, desde quienes lo reciben con los brazos abiertos y ven mejores resultados que antes y quienes preferirían volver atrás en el tiempo.

Más allá de esto, las Campañas Avanzadas llegaron para quedarse y debemos sacar el mayor jugo posible a las opciones útiles que ofrecen.

 

2) Nueva Formula del Ranking de Anuncios

Luego de muchos años Google decide realizar una modificación importante a su formula del Ad Rank (Ranking de Anuncios), es decir, la formula mediante la cual se decide la posición de los anuncios para una subasta determinada.

La nueva formula tiene en consideración especial la utilización de Extensiones de Anuncios, ya que el impacto esperado de las mismas aporta puntos al Ranking de nuestros anuncios.

Hoy en día es muy importante aprovechar todas las extensiones de anuncios que sean relevantes para nuestras campañas, a fin de mejorar nuestra posición promedio y mostrar a los usuarios anuncios más completos.

 

3) Seguimiento de Conversiones Offline

Un problema con el que siempre se encontraron los anunciantes que cierran sus ventas de forma offline y solo utilizan Adwords para generar los leads correspondientes es poder atribuir las ventas concretadas a campañas y palabras clave específicas.

La calidad de un Lead puede variar bastante dependiendo de la Red, Dispositivo y Palabra Clave de la cual proviene, por lo cual es importante no solo medir el costo por conversión sino también el costo por venta final.

Les recomiendo el siguiente artículo para más información sobre cómo funciona el Seguimiento de Conversiones Offline: Importar Conversiones Offline en Adwords

 

4) Enlaces de Sitio con descripción

Uno de los cambios más interesantes llevados a cabo con las Extensiones de Anuncios y que va de la mano con los cambios llevados a cabo en la formula del Ranking de Anuncios, es la posibilidad de incluir una descripción en nuestros Enlaces de Sitio.

extensiones-de-anuncios

 

Es interesante pensar en que nos va a deparar el 2014, cuales creen que van a ser las sorpresas que nos esperan en este nuevo año?

GOOG: Google begins selling Glass to music subs; Himax rallies

Google begins selling Glass to music subs; Himax rallies • 2:00 PM

  • Google (GOOG +0.7%) has begun offering the first version of Google Glass (provided earlier this year to a limited number of developers/enthusiasts) to certain subscribers of its All Access music subscription service. But for now, the display glasses are still priced at a steep $1,500.
  • Glass' full commercial launch is expected in early 2014, and will likely be accompanied by a price cut. Ahead of the launch, Google has been busy creating a developer ecosystem, and plenty of businesses have been coming up with use cases. At the same time, concerns about privacy (stemming from Glass' built-in camera) and social discomfort haven't gone away.
  • Wired's Mat Honan has provided a mixed review of Glass after using it for a year. He notes the product created a lot of social tension - "Again and again, I made people very uncomfortable. That made me very uncomfortable." - and refrained from wearing it in many public settings.
  • At the same time, Honan is a big fan of Glass' Google Now integration - "[Now's] ambient location awareness, combined with previous Google searches, means extremely relevant notifications come to your attention in a way they just can’t on a smartphone." - and states Glass made him "hate" using his phone due to the social withdrawal it produces.
  • Honan: "Glass, and the other things like it, won’t always be ugly and awkward ... The future is on its way, and it is going to be on your face."
  • Glass microdisplay supplier Himax (HIMX +4.7%) is rallying for the second day in a row. Shares have made new highs, and are closing out the year up 519%.
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