MARKETING
Shelfies: Why and Where Local Businesses Should Publish Them
![Shelfies: Why and Where Local Businesses Should Publish Them The Ultimate Guide for Taking Full Control of Your Google Business Profile and NMX](https://articles.entireweb.com/wp-content/uploads/2023/01/1674070744_The-Ultimate-Guide-for-Taking-Full-Control-of-Your-Google.png)
The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
If you own or market a local brand, your camera has never been a greater business asset. Early smartphones may have inspired the selfie, and it’s a fantastic idea to photograph the owner and staff of a local business to prove both its authenticity and approachability, but in a commercial context, it’s the “shelfie” that’s I see coming to the fore as a signal to both customers and search engines of what to expect on your premises.
For the past few years, I’ve strongly encouraged local businesses to photograph their most popular goods and services and add these pictures to their Google Business Profiles, but shelfies are different – instead of snapping a single product, take photos of your shelves and displays to give a sense of the abundance and character of what you vend. One look at this on a local business listing, and any customer would immediately know that this is a great nearby place to head for socks:
![Shelfies: Why and Where Local Businesses Should Publish Them 1677771300 714 Shelfies Why and Where Local Businesses Should Publish Them](https://articles.entireweb.com/wp-content/uploads/2023/03/1677771300_714_Shelfies-Why-and-Where-Local-Businesses-Should-Publish-Them.png)
Or that this independent grocery store has a deli counter with prepared salads:
![Shelfies: Why and Where Local Businesses Should Publish Them 1677771300 795 Shelfies Why and Where Local Businesses Should Publish Them](https://articles.entireweb.com/wp-content/uploads/2023/03/1677771300_795_Shelfies-Why-and-Where-Local-Businesses-Should-Publish-Them.png)
Or that this may be a hardware store, but it looks like it has a great selection of kitchen wares:
![Shelfies: Why and Where Local Businesses Should Publish Them 1677771301 93 Shelfies Why and Where Local Businesses Should Publish Them](https://articles.entireweb.com/wp-content/uploads/2023/03/1677771301_93_Shelfies-Why-and-Where-Local-Businesses-Should-Publish-Them.png)
Why publish local business shelfies?
Potential customers may not bother to read all your local business listing categories, your business descriptions, your posts, but if they see a great image of what they’re looking for, the connection is instantaneous (in fact, 400% faster than textual learning). And it’s not just people who are learning from your shelfies…it’s Google, too! Local SEO, Mike Blumenthal mentioned this in a Duct Tape Marketing interview:
“I was listening to a Google webinar for Product Experts… and they really liked what they called shelfies: pictures of the products in your business, on the shelf where Google and the consumer could get a really solid idea of what the place looked like and the range of products you were offering… They’ve created a term for it and they’re clearly focused on it. And I think it’s the kind of photograph you want.”
Google has gotten so good at parsing images that they are now able to match them to perceived query intent. We already know that Google differentiates between images of single products. For example, here’s a search for “engagement rings san francisco”, and do note the images in the local pack:
![Shelfies: Why and Where Local Businesses Should Publish Them 1677771302 67 Shelfies Why and Where Local Businesses Should Publish Them](https://articles.entireweb.com/wp-content/uploads/2023/03/1677771302_67_Shelfies-Why-and-Where-Local-Businesses-Should-Publish-Them.png)
But when I change my query to “diamond necklaces san francisco”, look at how the photo for the business in the top spot changes. It’s the same company, but a totally different image chosen to match my query:
![Shelfies: Why and Where Local Businesses Should Publish Them 1677771303 618 Shelfies Why and Where Local Businesses Should Publish Them](https://articles.entireweb.com/wp-content/uploads/2023/03/1677771303_618_Shelfies-Why-and-Where-Local-Businesses-Should-Publish-Them.png)
I have yet to find a live example of Google behaving this way inside the 3-pack for shelfie-type queries, but what we do know from Google’ Cloud Vision API is that they are quite capable of distinguishing between multiple objects in a single image:
![Shelfies: Why and Where Local Businesses Should Publish Them 1677771304 382 Shelfies Why and Where Local Businesses Should Publish Them](https://articles.entireweb.com/wp-content/uploads/2023/03/1677771304_382_Shelfies-Why-and-Where-Local-Businesses-Should-Publish-Them.png)
Given Mike Blumenthal’s report from the Product Experts webinar and Google’s ever-increasing ability to parse images, I would highly recommend that you do a photo shoot this spring of your most popular shelves of inventory, because I predict that Google will presently treat shelfies the same way that they are already handling single-object images. Additionally, proofs that your premises are well-stocked make simple good sense in 2023, as supply chain shortages continue.
Where to publish your local business shelfies
![Shelfies: Why and Where Local Businesses Should Publish Them 1677771304 294 Shelfies Why and Where Local Businesses Should Publish Them](https://articles.entireweb.com/wp-content/uploads/2023/03/1677771304_294_Shelfies-Why-and-Where-Local-Businesses-Should-Publish-Them.png)
Here are five places to promote your high-quality shelf pics:
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Google Business Profile: Two to three times per month, upload a new shelfie to your main photos set on your listings, as it’s felt a steady drip is more impactful than a flood. You can also upload shelfies to the Products section of your listing via the New Merchant Experience, representing product lines rather than single products with these photos. Finally, use shelfies in your Google Updates (formerly Google Posts) to advertise the breadth, depth, and availability of desirable inventory.
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Apple Maps: Moz Local customers should know that you can add up to 100 photos to your dashboard and we’ll distribute your images to Apple Maps. The company’s launch of Apple Business Connect shows that they are getting serious about local, and so should you. ABC also has a new feature called Showcases, which is like Google Updates, and which would also be a good place to microblog about your shelfies. Again, a slow drip is likely the best approach to gradually proving the active status of your listings.
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Your other structured citations: Shelfies belong on any local business listings that supports photos. Add them manually, or let Moz Local do the distribution for you.
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Your website: Be sure your location landing pages incorporate some shelfies to give potential customers an instant idea of what they’ll find at your different premises.
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Your social media profiles: These would be the best places to post up-to-the minute shelfies of hard-to-find items in short supply, holiday-related offers, and new product lines you’re introducing to the community.
![Shelfies: Why and Where Local Businesses Should Publish Them 1677771306 710 Shelfies Why and Where Local Businesses Should Publish Them](https://articles.entireweb.com/wp-content/uploads/2023/03/1677771306_710_Shelfies-Why-and-Where-Local-Businesses-Should-Publish-Them.png)
When I was young, I remember responding with excitement to the nicely-designed holiday displays at different stores. It was a small thrill to see the valentines in the window of the local stationers, the witch’s kettle of candy corn at the grocer’s in fall, or shiny paper crackers imported all the way from the UK for Christmas. Shelves taught me things about my neighbors — the special Manischewitz matzos and Kedem grape juice at Passover and the red envelopes and paper lanterns at Lunar New Year helped me appreciate the diversity and celebratory nature of my community. In Spain, the beautiful arrangement of products has become such an artform that people regularly photograph and even paint the marketplaces there.
So there’s a small goal you can certainly meet in the months ahead: creating displays that you’re proud to photograph and publicize, and maybe if they’re inspiring enough, customers will opt in, too, and add their own shelfies to your local business listings, and their reviews and social posts about your business. Some things in local search marketing are fun, and it’s nice when they’re no big hassle to do well!
MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
![YouTube Ad Specs, Sizes, and Examples [2024 Update] YouTube Ad Specs, Sizes, and Examples](https://articles.entireweb.com/wp-content/uploads/2024/06/YouTube-Ad-Specs-Sizes-and-Examples.jpg)
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
![Why We Are Always 'Clicking to Buy', According to Psychologists Why We Are Always 'Clicking to Buy', According to Psychologists](https://articles.entireweb.com/wp-content/uploads/2024/05/Why-We-Are-Always-Clicking-to-Buy-According-to-Psychologists.pngkeepProtocol.png)
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
![A deeper dive into data, personalization and Copilots A deeper dive into data, personalization and Copilots](https://articles.entireweb.com/wp-content/uploads/2024/05/A-deeper-dive-into-data-personalization-and-Copilots.jpg)
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
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