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Facebook has announced two new tools to help marketers gauge the effectiveness of ads on the social networking website. "Lift API" feature helps many more advertisers, Facebook's marketing partners and other third-party measurement partners create their own lift studies for conversion rates, sales and mobile app installs. It builds on the Lift measurement tool Facebook initially announced in January this year which has since been employed by more than 1,000 businesses in various industries to gauge Facebook ads' effectiveness across their objectives  reported on Sunday. The second tool (yet to be named) attempts to tackle how marketers often encounter problems with understanding which ads lead to conversions (sales, forms filled out, etc.) due to cookies. Both the tools have been characterized by Facebook as tests. Facebook is testing new fields and categories in its ad reporting which "will help advertisers understand which ads people saw or cli...

Brands are missing out on app traffic, engagement and conversions simply by failing to let content from their apps show up in Google’s organic search results. The claim follows research by search and content performance company Search metrics which showed that less than a third of iOS and Android apps are able to support Google app indexing (deep linking). The company studied 100 of the most visible websites in Google US searches and found that 84% offer an Android app. However only 30% of these had implemented support for Google’s app indexing which lets Google index and show relevant pages from their apps in its mobile search results. When it comes to the 88% of sites in the Search metrics analysis that offered an iOS app only 19% were found to support deep linking. The results mean that app owners are missing out on a valuable marketing opportunity since once an app owner has enabled Google app indexing a user who has that app installed can be shown pages from it if Google c...

The change may be relatively new, but research suggests that the CTR of Google Adwords has improved as a result of a repositioning of ads on the platform. Since mid February Google stopped showing ads on the right hand side of desktop search results, moving instead to showing a fourth ad above the organic search results and up to three ads at the bottom of the page below the organic results. Analysis from a two-week study of the impact of the change, shows that as a result click through rates increased for all but one of the top four ad positions. Whilst ads in position one increased by 8.4% in terms of CTR and 7.7% for position two it is those ads in position four that have seen the greatest impact with CTR increasing by 18.2%. However the analysis, which looked at more than half a million individual searches for a range of industries for ads that remained at the same position before and after the change, showed that ads in position 3 have been negatively impacted with a 5...

Nowadays, mobile is considered more of a necessity than a luxury. With the increasing popularity of mobile in the past few years and the ease of availability of mobile internet at affordable rates, there is increasing dependence on mobiles. This world has more than  3 billion mobile internet users . That’s surely a huge number! India being one of the most populated countries, is contributing to this number to a great extent. According to a Google report, over  30 million Indians  are using the internet and six million new users joining in every month. As per the estimates, by 2017, Indian will cross the 500 million internet users line and more than 400 million Indians will own a smartphone. With the introduction of 4G services, there was an extraordinary increase of 200 percent in searches for devices compliant with the high-speed data network in 2015. We think it is safe to assume that internet users via mobile are bound to increase since mobile technologies are ...