May, 14th, 2014

41 key insights on paid and organic search

FIRST Process Diagram on Paid and Organic Search
Here is our list of key insights on paid and organic search.

  1. An average of 12.8% of mobile searches result in a conversion, 5.3% call a business. Sounds like there is still a lot of scope to increase usage of the AdWords click-to-call ad template. (Source: adwords.blogspot.co.nz)
  2. As a retailer, should you be running AdWords even if your website is not mobile optimised..? – Consider this sobering stat: “82% of (in-store) smartphone shoppers use mobile search to help make purchase decisions” (Source: googlemobileads.blogspot.co.uk)
  3. We’d say this is bigger news than people realise. Google CPC Email will extend person-specific search re-targeting on a massive scale. (Source: news.cnet.com)
  4. EA Battlefield (3?) gaming case study: “After cutting television’s share from 80% to half and boosting spending on video and paid search, sales of the new version jumped by 23%.” (Source: economist.com)
  5. The AdWords auction insights report now runs across groups of Keywords, Ad Groups or Campaigns, revealing “how often your competitors’ ads are appearing above yours, or whether one of your competitors has a higher impression share than you.” (Source: adwords.blogspot.co.nz)
  6. Improve paid search performance with Facebook ads: Kenshoo study shows a 30% lift in ROAS and a 4.5% drop in CPA for paid search audience segment also exposed to Facebook ads. (Source: searchenginewatch.com)
  7. Yep, successful PPC requires a focus on specificity and granularity, as well as regular text ad changes. (Source: searchenginejournal.com)
  8. Fairfax SEM case study from the FIRST NZ team. (Source: firstdigital.co.nz)
  9. Great. This will push up CTRs nicely. (Source: searchengineland.com)
  10. Check your Quality Score KW level reporting for better context on how to improve QS. Note: Ads not affected, reporting change only. (Source: adwords.blogspot.co.nz)
  11. Google Product Listing Ads accounted for over 14.7% of total paid search spend in Dec 12 (Adobe, US). (Source: ppchero.com)
  12. AdWords Remarketing Best Practice #5: Create Custom Combinations. For example, incentivise a return visit for those consumers who added a product to their basket, but did not complete the checkout process. (Source: verticalleap.co.uk)
  13. AdWords dynamic remarketing is an absolute must for eCommerce sites: Retarget prospects who have viewed a specific product, with a display ad for that exact same product, across the entire product catalogue – dynamically (display ad builder). (Source: wordstream.com)
  14. 2012 avgerage CTR for smartphones 107 percent higher than desktops… – This will be quite different for 2013 given the recent mobile-on-by-default change for AdWords. (Source: m.clickz.com)
  15. The new AdWords mobile bid multiplier can be turned up X percent of your desktop bid for high-value keywords in the right location at the right time (mobile). (Source: venturebeat.com)
  16. The study doesn’t really address SEM performance, but interesting to see clear links to how weather may affect performance. A bit more background on the data sources would have been useful. (Source: searchengineland.com)
  17. eCommerce post-transaction retargeting of existing customers is now possible for Google search ads also, no longer just GDN. (Source: adwords.blogspot.co.nz)
  18. Marin Q4 report puts Australia at the top for highest percentage of clicks from mobile devices: 26% from smartphones and tablets (combined). (Source: marketingmag.com.au)
  19. The new AdWords Keyword Planner appears to make setup even easier, but don’t forget about AdWords Editor – useful for fast copy-paste account structuring. (Source: searchengineland.com)
  20. Google’s structured data mark-up tool has been given new powers: This rich snippet data highlighter can now handle articles, events, local businesses, movies, products, software applications and TV episodes. (Source: searchengineland.com)
  21. Good intro to SEO for business owners. (Source: moz.com)
  22. Hotels, check your Google+ Local Page! (Source: searchengineland.com)
  23. With respect to organic search keyword [not provided] we’d have to agree with this statement: “If it really meant the explanation given about privacy, they [Google] not only wouldn’t be giving up paid keyword data, but also could have found a sensible middle ground of what to share instead of removing it all.” (Source: econsultancy.com)
  24. GA organic search keyword (not provided) to approach 100% by end of year (Conductor, US). (Source: venturebeat.com)
  25. BeyondD’s Group GM Jon Ostler interviewed by ABC’s Four Corners. (Source: abc.net.au)
  26. Organic position #1 drives 33% of total clicks of top 15. Sites listed on the first Google search results page generate 92% of all traffic from an average search (Chitika, US/CA data). (Source: chitika.com)
  27. Read this slowly: “According to a survey of over 72 Million customers shopping on 86 retail sites, Email is the number 3 source of customer acquisition.” (Custora, June 13). (Source: marketingland.com)
  28. The FTC has sent another batch of letters to search engines re-emphasising the continued need for “visual cues, labels, or other techniques to effectively distinguish advertisements, in order to avoid misleading consumers”. We’d say that’s a good thing. (Source: getpocket.com)
  29. Customer acquisition via email has quadrupled over the last 4 years: An increasing number of eCommerce retailers are using lead-gen tactics to acquire email addresses, and then converting these into paying customers (Custora). (Source: blog.custora.com)
  30. Non-paid search continues to be the primary way people find websites (Forrester, US/CA, n=30,000+). (Source: marketingcharts.com)
  31. Google Now has been released on iOS. (Source: searchengineland.com)
  32. Good outline of how to maximise exposure for YouTube videos. In addition, consider Promoted Videos via AdWords. TrueView will ensure only actual views are payable; optimise for max views at min CPV. (Source: clickz.com)
  33. Search is substantially better at driving eCommerce traffic than any other digital channel, especially social. (Source: marketingcharts.com)
  34. Ignoring Google+ is not an option: “Within search results, information tied to verified online profiles will be ranked higher than content without such verification” – Schmidt. (Source: searchenginejournal.com)
  35. You might have heard of Caffeine, Panda, Penguin and Hummingbird. But do you remember Jagger, Big Daddy and Vince? (Source: blog.hubspot.com)
  36. Tip #5 for scaling content marketing: Focus on discovery by establishing your brand as an authority on community sites. (Source: kaiserthesage.com)
  37. For this to yield any meaningful results you will need to be seriously disciplined and also work with a large enough team to execute control tactics vs test group simultaneously. Not for the faint-hearted… (Source: blog.kissmetrics.com)
  38. Social signals correlation with higher search rankings continues to increase. (Source: searchmetrics.com)
  39. If you want to know what “SEO” looks like these days, this is a good summary. (Source: searchenginewatch.com)
  40. Some serious link baiting going on here. (Source: nzherald.co.nz)
  41. Google rejects over 30% of information requests the Australian government makes. (Source: google.com)

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May, 6th, 2014

28 key insights on digital strategy and eCommerce

Process Diagram for Digital Strategy and eCommerce
Here is our list of key insights on digital strategy and eCommerce.

  1. Digital programme performance is slowly but surely being recognised as a key driver for corporate performance: 31% of CEOs now personally sponsor digital initiatives, up from 23% in 2012. And yet: “Only 36% say their companies have a top-line metric for monitoring their digital programs’ overall progress” (McKinsey). (Source: mckinsey.com)
  2. Another thought-provoking post from Avinash, as always: “CPC is a profoundly silly indication of your search strategy success. It causes companies to make silly decisions, which leads to poor results (both for the digital strategy and your career).” (Source: kaushik.net)
  3. A nice and succinct definition for omnichannel retailing: “Online, offline, it’s gotta be the same” – Angela Ahrendts, SVP of Retail, Apple (soon). (Source: econsultancy.com)
  4. Custora Pulse has launched. Benchmark your eComnerce performance against the aggregate and find out just how good your digital marketing really is (% orders by channel breakdown, eg SEO) – 70M consumers, 1B revenue data pool (US only). (Source: blog.custora.com)
  5. Nice move by Shopify to give bitcoin currency a go. Merchants can now apply to have this payment option enabled on the gateway. (Source: coindesk.com)
  6. Clearly, Google is serious about monetising product search. (Source: forbes.com)
  7. Note: The lifetime value of new customers acquired through Paid Search (SEM) and Display Advertising drops by about 13% over the Dec/Jan period, compared to the channel average for the same period (Custora). (Source: blog.custora.com)
  8. “Oh, hi there Amazon, we’re just practising our logistics/integration” – from Google, Costco, Target and friends. (Source: wired.com)
  9. The median load time for the top 2,000 retail sites is 7.25 seconds for a first-time visitor (March 2013) – 22% slower than last year (Infographic). (Source: getelastic.com)
  10. eBay knows that a key driver for the number of product listings is seller convenience. “Sell it Forward” is a brilliant initiative to achieve this goal, whilst also making a small difference in the world (San Fran only).(Source: venturebeat.com)
  11. Suburban Brisbane retail at its finest..? – Aussie small shop charges $5 “just looking” fee: “If you are going to be asking bucket loads of questions, you are going to have to pay for the information…we are not a charity.” (Source: techcrunch.com)
  12. From your roots in digital through to “experiential high touch retail” with one of the nation’s top stores. Seriously good work Michael & team. This will work well. (Source: retailbiz.com.au)
  13. With so much scope for integration, as a marketer it might be difficult to focus on the actual end-goal itself: A great customer experience (that drives profit). Nevertheless, here’s the latest rundown on the marketer’s software toolkit for 2014 across Internet services, infrastructure, “backbone platforms”, marketing middleware, marketing experiences software as well as marketing operations. (Source: chiefmartec.com)
  14. PrepPad: A scale that let’s you quantify your diet with actual data. Understand exactly what you’re going to eat via info from the iPad app (using data the PrepPad sends via Bluetooth) – before you eat it. Watch the video, very cool. (Source: gigaom.com)
  15. Google Maps as an analysis and commercial decision-making tool? – Yep. We also like the idea of every user being thought of as a cartographer. (Source: thenextweb.com)
  16. Strategic planning: Fancy plans and little action? – Try using the levels of strategy approach, borrowed from the architectural design process. (Source: blogs.hbr.org)
  17. Gartner’s spin on the world: Every company will ultimately be a technology company and every business will ultimately become a digital leader. Agree? (Source: gartner.com)
  18. Nice write up of the interesting investments being made in some of the promotion, amplification and optimisation players operating in the content marketing ad ecosystem by Nick Gregg, CEO of StrategyEye. (Source: venturebeat.com)
  19. eMarketer is estimating Amazon’s 2013 global ad revenues after traffic acquisition costs (TAC) at over US$800 million. Where’s the value? Post-transactional targeting data. (Source: emarketer.com)
  20. AmazonFresh is coming to LA and San Fran. Interesting to read Bezos mentioning “getting the right mix of economics and customer experience”. Given they’ve been testing for five years in Seattle it sounds like they are just about ready to scale it up proper. (Source: reuters.com)
  21. Shel Israel is correct when he says: “Advertisers [need to] understand and measure the loss of goodwill that occurs when they produce more noise than signal across all communications channels.” (Source: blog.hubspot.com)
  22. What exactly is digital transformation? It’s an overall change of process, change of organisational design and a commitment to employee education. (Source: econsultancy.com)
  23. Altimeter research report on the strategic use of content marketing: What scalable organisational models exist for addressing content needs across the enterprise, what are the models for governance and distribution? (Source: web-strategist.com)
  24. The three V’s of Big Data, forming the basis for competitive advantage: Volume, velocity and veracity (truthfulness). (Source: marketingmag.com.au)
  25. Tim Cook: Yes we do have a bit of cash. Key projects for using up some of that 137B include investing in R&D, supply chain and infrastructure (9B), saving it for possible acquisitions (“we’re disciplined and thoughtful”) and investing in retail (30 more stores in 2013). (Source: gigaom.com)
  26. The more subscription-based content deals Apple can close, the more attractive this product will become. (Source: bloomberg.com)
  27. And this is why Apple needs to work out fairly quickly how to turn some of their spare cash into a greater competitive advantage. Google will be waiting to slap some (more) ads on whatever Apple comes up with. (Source: venturebeat.com)
  28. Device-optimised streaming video: Amazon continues to build out AWS, it’s obvious to see how this will play an important part in many existing businesses and ones not even launched yet. (Source: venturebeat.com)

No responses yet

May, 1st, 2014

Top 5 things to consider for international SEO Strategy

SEO across the globe
International SEO is the phrase used for optimising websites targeting multiple countries or multiple languages or both. Have you thought about how Google and other search engines will treat your website when you want to appear in search results for multiple countries? Here are five of the most important things to consider when building a website for multiple countries and languages.

 

1. Domain & URL Structure

When you think about international reach, this is the very first factor that you must consider. Making a decision on URL structure can be vital. There are many factors that you may want to consider when looking at improving your reach internationally. Here is a chart to explain the pros and cons of each from Google webmaster:

URL structure Example Pros Cons
ccTLDs  example.co.nzexample.com.au
  • Clear geotargeting
  • Server location irrelevant
  • Easy separation of sites
  • Expensive (and may have limited availability)
  • Requires more infrastructure
  • Strict ccTLD requirements (legal)
  • Expensive (and may have limited availability)
  • Requires more infrastructure
  • Strict ccTLD requirements (legal)
Subdomains with gTLDS  nz.example.comau.example.com
  • Easy to set up
  • Can use Webmaster Tools geotargeting
  • Allows different server locations
  • Easy separation of sites
  • Users might not recognize geotargeting from the URL alone (is “de” the language or country?)
  • Users might not recognize geotargeting from the URL alone (is “de” the language or country?)
Subdirectories with gTLDs  example.com/nz/example.com/au/
  • Easy to set up
  • Can use Webmaster Tools geotargeting
  • Low maintenance (same host)
  • Links to all the pages count towards domain authority
  • Users might not recognize geotargeting from the URL alone
  • Single server location
  • Separation of sites harder
  • Users might not recognize geotargeting from the URL alone
  • Single server location
  • Separation of sites harder
URL parameters  site.com?loc=nzsite.com?loc=au
  • Not recommended.
  • URL-based segmentation difficult
  • Users might not recognize geotargeting from the URL alone
  • Geotargeting in Webmaster Tools is not possible
  • URL-based segmentation difficult
  • Users might not recognize geotargeting from the URL alone
  • Geotargeting in Webmaster Tools is not possible

The selection between ccTLDs and gTLDs comes down to the resources and time available for SEO of the websites and availability of domains. If you operate in more than two countries, we recommend that you look at sub-directories with the gTLD (.com, .org, etc.) option. These are easy to manage and have a clean structure. Moreover, from an SEO point of view, the efforts put into building links to any part of the website will benefit to build overall domain authority of your website in search engines.

 

2. Geotargeting of websites

The use of ccTLDs (example.co.nz) is generally considered as a strong signal to tell users and search engines about your targeting location of the website. But as mentioned above regarding the cons of using ccTLD and limited availability, most of the SEOs prefer subdirectories or subdomains.

So, how to approach geotargeting for gTLD (.com, .net, etc.) with different locations? You may also have your servers located outside New Zealand due to your infrastructure needs. So, by default your website geotargeting may be totally wrong to search engines.

This is not very hard; you can always use Google webmasters tools to tell Google about your targeted location of the website. Here are your options:

a)  If you have a .com or any other gTLD and want to target users in NZ only:

  • Set up Google Webmaster Tools
  • Go to the specific URL after logging in
  • Click on the settings button in the top-right corner
  • Go to “Site Settings
  • Set country to “New Zealand” under Geographic Target

b)  If you have .com or any other gTLD and want to target users in multiple locations:

  • Submit different sub-directories/subdomains as different sites in Webmaster tools, i.e. example.com/nz, example.com/au, etc.
  • Now you will have different sites under Webmaster tools dashboard
  • Set specific locations for each as shown above
  • This will tell Google that any pages or content on these sub-directories/subdomains targets different locations, i.e. example.com/nz targets NZ users

Remember, you can register subfolders separately in Google Webmaster Tools and designate a different geographic target for each subfolder.

Find more information about geotargeting here.

Also, there are many types of global-TLDs that you must be aware before picking your domain. You can find a complete list of geotargetable domains here.

 

3. Duplicate Content

Websites built for different regions and in different languages may present content that is the same or similar and available on different URLs. According to Google, this is generally not a problem as long as the content is for different users in different countries. But, we recommend that you should use the previously mentioned techniques to differentiate geotargeting of the content.

If you are providing the same content to the same users with different URLs, you should pick a preferred version and redirect appropriately (i.e. if you have .co.nz domain and .com/nz version on gTLD with same content). You can also use rel=canonical link element. But we prefer to set 301 redirects to the preferred version, so that you carry over the SEO value from the old version if there is any.

Moreover, make sure that the content is tailored to the specific audience. For example, if you are an e-commerce store, use local terms and addresses where possible. Here is the list of major On-Page elements you should consider updating according to the targeted country:

  • Title
  • Description
  • H1 & H2 Tags
  • Copy on the pages
  • Internal linking on country-specific directory/domain
  • Easy navigation to switch to other countries
  • Currency & forms
  • Local content

 

4. Different Languages

Language is critical to the success of international SEO of the website. When you want to provide content in different languages with the different locations, you should be looking at this carefully.

According to Google, the best way to target users for that language is to use visible content in that language on a specific URL. Don’t just translate the content with an automatic translator and create multiple pages — content must be translated by professionals to make the most sense out of it. Google suggests using robots.txt to block search engines from crawling automatically translated pages on your site if you still want to use automatic translators to generate multilingual content.

You should also perform a native keyword research to target the best keywords for targeted countries. There are even different types of English languages available for different countries i.e. UK English and Australian English are different. Use of local words and phrases enhance long tail SEO and improve visibility in search engines.

Language Meta Tag

With the help of rel=”alternate” herflang=”x”  tags, you can specify multi-language URLs in the same domain as a given URL, or use URLs from a different domain.

Find more information on this topic here.

 

5. XML Sitemaps

When optimising your website for different locations, make sure that each version uses an XML sitemap and register this with search engines. For the gTLD websites using subfolders/subdomains, create a separate sitemap and submit it in Google Webmaster Tools as a different website under a specific profile for each country.

 

In conclusion, SEO for multi-regional and multilingual websites is the key to get more qualified traffic to your website from different locations across the globe. Getting your basics right is very important, so that you have the best chance of success.

Should you want to expand your website internationally or you have any issues regarding your international online presence, talk to FIRST today for expert advice.

 

No responses yet

Apr, 29th, 2014

48 key insights on social media marketing

Process Diagram for Social Media Marketing
Here is our list of key insights on social media marketing.

  1. Sales people using social media are achieving and exceeding targets at a greater rate than those who are not, and yet “50.1% of sales people who report using social media state that they spend less than 10% of their selling time on social media”. (Source: forbes.com)
  2. Interesting stat from a CEB survey: B2B brands that connect with their buyers on an emotional level will realise 200% greater “impact” compared to brands that are primarily empathising business or functional value (n=3,000). (Source: b2bmarketinginsider.com)
  3. Is short-form video something that traditional (commercial/pro) video perhaps doesn’t achieve as well? For example, showing customers what happens behind the scenes? (Source: blog.kissmetrics.com)
  4. The LinkedIn Volunteering Marketplace: An absolutely brilliant idea, thank you LinkedIn for getting this established, what a great use of the platform for the common good of society. (Source: blog.linkedin.com)
  5. Glad to see Yelp making it to our shores. App installed! (Source: stoppres.co.nz)
  6. From comparing Facebook and Twitter revenue, monthly active users (MAUs) and avg rev/user it seems Twitter is lagging behind on the monetisation front (company lifetime adjusted). But the 75% of ad rev from mobile suggests at least that bit is working – cf 53% for Facebook per Q4 earnings report. But then again FB has nearly a billion mobile MAUs. (Source: qz.com)
  7. Seems entirely logical: “Extroverts much more likely to share on Facebook”. (Source: marketingtechblog.com)
  8. Facebook website and app retargeting has now launched globally via custom audiences – nice. (Source: thenextweb.com)
  9. Facebook’s “Like” button is pressed on average 254,629 times per second every day across the web (Nov 13 stat) (Source: expandedramblings.com)
  10. APAC social network ad spend projected to be US$3.60 per network user for 2014. Compare that to the US (North America) where eMarketer is predicting US$32.82 per user. (Source: emarketer.com)
  11. Facebook is phasing them out, Google is launching them, but “promoted stories” on Google will work a bit differently: The +Post ads will allow advertisers to showcase things like Hangouts – and distribution is across the entire GDN. (Source: brafton.com)
  12. A recent Infosys survey (n=1,000) has found that more consumers are interacting with retailers on Facebook than on any other platform: “The two websites most commonly selected are Facebook [first], followed by the retailer’s website.” 89% of these consumers have reported that such brand interaction has at least some impact on their purchasing habits. (Source: allanalytics.com)
  13. Dear Princeton University RE: “Facebook will undergo a rapid decline in the coming years, losing 80% of its peak user base between 2015 and 2017″, have you considered Google Trends consumer search volume for “air” has also been declining steadily..? (In fact, our projections show that by the year 2060 there will be no air left) – Love, the Facebook Data Science team. (Source: m.facebook.com)
  14. Find out how Facebook’s EdgeRank algorithm ranks your friends for no other reason than to feel l33t. Go you haX0r, you! (Source: thenextweb.com)
  15. Primer on Facebook/Twitter retargeting capabilities. (Source: clickz.com)
  16. Did you know that LinkedIn is now responsible for over 60% of all visits from social media to corporate websites..? (Source: econsultancy.com)
  17. Imagine being able to beef up the profile of your B2B prospects with a psycho-analysis of their intrinsic needs: What motivates them, what they believe and what their fundamental needs are. This goes beyond “sentiment analysis”. (Source: venturebeat.com)
  18. According to its S-1 filing, Twitter’s advertising revenue per timeline view is around seven times greater for the US compared to its international markets. (Source: techcrunch.com)
  19. Currently, CTR for Facebook FBX newsfeed retargeting is 49x greater than FBX RHS ads..! (Infographic). (Source: mdgadvertising.com)
  20. Interesting to ponder the “shelf life” of video posts on social media. On YouTube the average video receives 40% of total views in the first three weeks of publishing, 30% in weeks 4-12 and another 30% within 12 months of the publishing date. (Source: marketingland.com)
  21. Is short-form video something that traditional (commercial/pro) video perhaps doesn’t achieve as well? For example, showing customers what happens behind the scenes? (Source: blog.kissmetrics.com)
  22. Five Vines are tweeted every second, pretty impressive for an app only launched in January. (Source: dashburst.com)
  23. Think you know what LinkedIn is? (Source: techcrunch.com)
  24. The NSA should possibly think about its social media policies with respect to LinkedIn. (Source: techdirt.com)
  25. How will Facebook accelerate usage of graph search? Obviously they need query volume for search ads to attract any real money. Is graph search really the best answer to mobile+local+social? Or is the new Google Maps with strong links to G+ better suited? (Source: searchengineland.com)
  26. Has anyone’s LinkedIn account been enabled with either of these new features as yet: “Who’s viewed your updates” or “You’ve recently visited”…? (Source: techcrunch.com)
  27. Targeting using Facebook’s Partner Categories based on Acxiom, Datalogix and Epsilon data. Download the category list in Excel format (scroll down). (Source: ppchero.com)
  28. Creative ways to use Pinterest: Run a campaign to benefit a charity, collaborate with guest pinners (contributor boards) or use it to tell your company’s story. (Source: socialmediaexaminer.com)
  29. Average e-commerce email conversion rates are four times better than social. Yet we suspect not many advertisers are using FB retargeting fully. (Source: clickz.com)
  30. Kim Dotcom invented two-step authentication? Patent looks serious enough. How bizarre. (Source: torrentfreak.com)
  31. As of May 10th Facebook Home is only in the top 500 in 19 countries, and not in the top 150 for any. Best ranking: Norway at #191 (App Annie). (Source: techcrunch.com)
  32. FB newsfeed video ads trial starts in July? So very soon you’ll need to decide if you’ll like X brand, download Y app and watch Z video. And then check in with your friends, that is, if you can find them. (Source: techradar.com)
  33. YouTube Trends Map: See which videos are trending right now in cities across the US by shares and views, and filter by age, gender. (Source: youtube.com)
  34. Interesting stat: Instagram got to 100M users faster than Facebook (Zuckerberg). (Source: techcrunch.com)
  35. Three future use cases for Facebook’s graph search: Sponsored results/query targeting (AdWords-like), display retargeting via FBX and offers/coupons in search results (Kissmetrics). (Source: blog.kissmetrics.com)
  36. Wolfram Alpha analysis of Facebook usage data: Standard population dynamics at play, but nevertheless interesting to see that the older we get, the more we talk about health – and the less we talk about fashion. Would be interesting to see that broken down by nationality. (Source: venturebeat.com)
  37. What 23% of content is producing 66% of daily social engagement and 74% of viral reach on Facebook? – video (Adobe). (Source: blogs.adobe.com)
  38. Absolutely spot on: “Just as inauthentic fans cannot create authentic engagement, neither can inauthentic engagement build authentic brand value. Asking people to spell your brand name one letter a time or share your picture of a vegetable on a unicorn doesn’t spark awareness, consideration, preference or usage.” (Source: experiencetheblog.com)
  39. Twitter keyword targeting in timeline has launched, allowing advertisers to “reach users based on the keywords in their recent Tweets and the Tweets with which users recently engaged.” (Source: techcrunch.com)
  40. Sponsored search ads twice as trusted as social media brand/company posts; Europeans are more cynical of all types of advertising comms (Forrester, n=58,000). (Source: techcrunch.com)
  41. Coke: Social media buzz doesn’t drive product sales (60M FB fans). We respect companies that let data dictate digital reality. If you want to drive incremental profit, optimise Search + Email channels, in the context of solid analytics and CRO. (Source: mediabistro.com)
  42. What will you do with Google+ in 2014? Decide now before being left behind. (Source: searchengineland.com)
  43. Interesting insight into LinkedIn’s online, offline and nearline systems infrastructure. (Source: gigaom.com)
  44. Interesting to read that 82% of Facebook’s traffic results from just 8% of the 240 billion (!) photos in storage. The Pareto Principle is everywhere. (Source: thenextweb.com)
  45. Still not sure about Google+? (Source: searchenginewatch.com)
  46. Certainly a good move on Twitter’s part, they do need revenue other than ads: “Tweeting a hashtagged keyword will make your Twitter account contact your American Express card account and make a purchase.” (Source: searchenginewatch.com)
  47. Got to love a good newsjack. (Source: paidcontent.org)
  48. Have you realised? Memes are naturally inclined to mutate > mutations increase social sharing > purposefully structured messages (that facilitate meme re-mixing) will take advantage of this > Profit. (Source: techcrunch.com)

No responses yet

Apr, 18th, 2014

22 key insights on performance advertising

FIRST Performance Advertising process diagram

Here is our list of key insights on performance advertising.

  1. Nice little case study where GDN and GDN remarketing was used to drive up total traffic and conversion volumes for a search campaign that required tight geographic targeting. (Source: ppchero.com)
  2. What if you took the first ever banner ad from 1994 (AT&T running on Wired) and ran that same ad on the Google Display Network today, how would it perform? – What a geeky idea, we love it! And interesting results, too. (Source: p.barker.dj)
  3. Retargeting by cookieID or email is coming to Twitter. (Source: venturebeat.com)
  4. One reason why DSP’s really don’t add that much value (or why it’s best to focus on performance and results). (Source: adweek.com)
  5. Dynamic remarketing is dynamite for eCommerce stores, and is only available in Adwords if your shopping feed is sorted, via Merchant Center. Here’s a good primer. (Source: practicalecommerce.com)
  6. The time has come for Facebook user harvesting/monetisation: Retargeted FBX ads now available in the newsfeed… (Source: venturebeat.com)
  7. OK so what does 1.8 trillion impressions equal in $ ad spend at, let’s say, $5 CPM..? Scary. (Source: m.clickz.com)
  8. GDN just got a serious global boost in available impressions. (Source: marketingland.com)
  9. YouTube paid channel subscriptions may be coming soon –  $1 to $5 / month. (Source: venturebeat.com)
  10. Average non-brand Google Product Listing Ads (PLAs) comparison to standard AdWords ads: For a 13% increase in CPC, advertiser yield on PLAs is much greater; a 241% better CTR, 59% higher conversion rate and an overall increase in ROI of 18%. (Source: searchengineland.com)
  11. eMarketer: RTB to account for nearly a third of total digital display ad spend by 2017 (US). (Source: emarketer.com)
  12. Bringing commercial context to acquisition marketing: Consider channel budget allocation based on traffic volume, quality and most importantly, business value. (Source: smartinsights.com)
  13. Nice way to optimise yield automatically, though we suspect if publisher uptake of this feature isn’t as high as expected, Google will lock this down as a more automatic feature “Click here to activate yield optimiser and start running auto-experiments”. After all, eCPM is what makes the world go around, especially for Google! (Source: adsense.blogspot.co.nz)
  14. Marin survey finds “important to help achieve business goals”: Paid search (78%), audience buying (73%), retargeting (68%), contextual display (65%)…but only 30% ranked “ads on social networks like Facebook” as important. (Source: marketingcharts.com)
  15. Need to reach a gaming geek audience? Try targeting the YouTube Polaris channel via managed placements. (Source: reelseo.com)
  16. Given we’re now all staring at eye-facing phone cameras, it’s unavoidable really that we’ll soon be measuring how many people *actually saw* our ads. But some sort of response measure is probably a better way to quantify effectiveness. Blinking? (Source: searchenginejournal.com)
  17. Amazon is much less competitive in markets where they don’t have a local presence. But consumers still use it as a reference point for pricing and reviews. Now, imagine being able to retarget users against their Amazon view/browse/add-to-basket/buy profile! (Source: www.linkedin.com)
  18. Much like TrueView for YouTube, Active View will benefit both publishers and advertisers in the long term. Ads that are actually “seen” (50% for 1 sec+, IAB) are obviously more useful than those that are not. (Source: clickz.com)
  19. Rewarding an advertiser’s product relevancy for searches with commercial intent has got to be a good thing. (Source: practicalecommerce.com)
  20. Obviously you would use both but when it comes to volume, Google wins. The difference in CR will be one to watch, bearing in mind Amazon has access to transaction history for logged-in users. (Source: smartinsights.com)
  21. Google has started their assault on Alibaba.com. (Source: searchenginewatch.com)
  22. Apparently consumers are 27 times more likely to engage with video ads compared to (non-video) banners? (Source: cmo.com)

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