Marketing Day: SEM campaigns, Spredfast updates its dashboard & Centro’s Basis ad platform

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

From Marketing Land:

• Phrase, broad, or broad match modifier: After exact, what’s the next best match type?
  Mar 2, 2018 by Andy Taylor
  Contributor Andy Taylor answers by sharing research that shows deploying multiple match types produces little difference between phrase and broad match options.
• Split testing Google Shopping campaigns
  Mar 2, 2018 by Digital Marketing Depot
  Many retailers and marketers want to review the performance of their Google Shopping campaigns with split testing, whether it’s to establish if a tool will offer more efficiency than manual implementation or to compare two tools against each other.
  
• Unit economics: The foundation of a good SEM campaign
  Mar 2, 2018 by Kevin Lee
  Contributor Kevin Lee outlines how SEM campaigns can benefit from applying smarter business unit economics and asking rational questions.
• Are you ready for the attribution changes coming to Google AdWords?
  Mar 2, 2018 by Mona Elesseily
  If you’re not, contributor Mona Elesseily will help you get up to speed. Here’s her overview of attribution and five different replacement models available in Google AdWords.
• Zoho unveils the ‘first bot for CRM,’ plus a new ‘serverless’ infrastructure service
  Mar 2, 2018 by Barry Levine
  Known for its collection of business software, the company is now adding a voice/text conversational interface and a for-hire backend to its CRM.
• Spredfast adds reviews to the social channels in its dashboard
  Mar 2, 2018 by Barry Levine
  The social management platform becomes the latest to treat consumer reviews as another source of social feedback.
• Google’s antitrust infringement continues ‘unabated’, Google Shopping competitors tell European Commission
  Mar 2, 2018 by Ginny Marvin
  Four months in, 19 rivals say too little has changed.
• The death of the mass market and why consumers couldn’t be happier
  Mar 2, 2018 by Andrew Waber
  The environment for brands has changed dramatically just in the past few years. Contributor Andrew Waber explains what it takes to thrive today.
• Centro’s Basis ad platform now shows unified creative-level data across programmatic, search, social & display
  Mar 2, 2018 by Ginny Marvin
  Marketers can evaluate messaging performance across channels in one place.

Recent Headlines From MarTech, Our Sister Site Dedicated To Marketing Technology:

• Bedrock Data unveils software to help SMBs unify customer data
  Mar 2, 2018 by Barry Levine
  The new Fusion software is designed to automatically resolve data from multiple sources, creating blended customer data that is ready for analytics.
• The rise of voice technologies means new opportunities for podcasting
  Mar 2, 2018 by Robin Kurzer
  Audio tech companies Podible and VoxSnap have both recently launched innovative offerings to podcast listeners and content creators.
• ABM is a team sport: 5 steps to ensuring players work together
  Mar 2, 2018 by Peter Isaacson
  Contributor Peter Isaacson outlines concrete steps marketing leaders should take to ensure their Account-Based Marketing initiatives achieve their goals.
• Placed introduces ‘Placed Insights’ to educate the market about location data
  Mar 2, 2018 by Greg Sterling
  Free tool allows users to compare foot traffic and drill into audience data.
• Facebook CFO David Wehner says it will be GDPR compliant, active user numbers may be affected
  Mar 2, 2018 by Robin Kurzer
  Wehner told an investor meeting Wednesday that the social media giant is ready for the EU regulation.

Online Marketing News From Around The Web:

• 10 Unexpected Places You May Find GDPR-Related Data, CMS Wire
• 13 Ingredients in the Perfect Social Media Contest, Convince and Convert
• 5 Ways Facebook Analytics Beats Google Analytics, The AdStage Blog
• 6 Reasons Why You Should Consider Podcasting in 2018, Jeff Bullas
• Best Practices for Lead Source in Your Engagement Platform, Marketo
• Four challenges that any paid social strategy should consider, Econsultancy
• Publishers Adapt To The New Realities Of The Facebook News Feed, AdExchanger
• The Cookie is (Still) Dead: Device IDs and the Future of Mobile Marketing, Street Fight
• Ways to Use Social Media for Customer Retention, MarketingProfs