4 Steps to Facebook Success on a Low Budget

When it comes to advertising on Social Media it’s not uncommon for us to hear from clients that they feel the platform is aimed at too young an audience or that it will be too expensive. Whilst Facebook was originally aimed at university students, it is now very much a platform used by people of all ages. Reaching those audiences can be scalable and completely adaptable to your means and budget.

To give you an example of how Facebook can achieve great things on a small budget, here's an example. We've been working with an online travel agent who offers camping holidays in Spain and France. They target customers in the UK and Ireland where they have  strong competitors offering the same holidays at the same campsites. They wanted to see if it was possible to use Facebook to help increase their market share and their subscriber base in the competitive market they were in.

The client had a budget of just £300 and had two goals:
1. To increase online bookings by 20% over a 6 month period.
2. To grow their online database from 800 to 10,000 over the same 6 month period.

The one compromise our client had to make while working with their small budget was deciding which of the goals they wanted to prioritise. It wasn’t going to be possible to achieve both goals.

Using the client as an example, we wanted to give you the 4 steps we took to ensure we delivered a successful Facebook campaign on a small budget.

1. Have a clearly defined objective

As we outlined above, a smaller budget will limit the options as to what can be achieved, but there are still a lot of possibilities. Having a narrower focus on what you would like to achieve will increase the chance of success.

The other advantage with specific objectives is that they can usually align to one of the Facebook marketing objectives within the platform.

Our client wanted to grow their clients database and community of contacts from 800 to up to 10,000 by the end of the season, which worked out at roughly 100 new users per day.

Building an engaged community on the company’s Facebook page would be a good start, so when the campaign was set up we looked at ‘Engagement’ > ‘Page Likes’ as our key deliverable.

2. Identify the key target audiences

With 2.3 billion users on the Facebook platform each month, there is a huge audience to potentially target. On a small budget, it isn’t realistic or sensible to target everyone.

It is better instead to be selective about the types of people that you’d like to see your ads and who would likely respond well to your brand. There are quite a few options available when considering the audience you’d like to target; a person’s interests, the other brands or competitors they follow, their location, age or gender, even their personal circumstances. Getting an effective blend of these targeting options will help set your campaign on the right path.

There are a variety of ways you can establish who those people may be, whether that is reviewing the audience profile on your existing Facebook page or in Google Analytics or delving into your CRM data. If you’re goal is about building brand awareness, consider the gaps in the current audience that your business has. However, if you are more more focused on performance and conversion, target an audience that resonates well with the brand already.

It is possible to test different audiences and understand which responds better. By focusing on a set objective, the Facebook algorithm can learn and weight spend towards the audience (ad set) that is delivering most effectively.

For this particular campaign we looked targeting both males and females aged between 18 and 65+ living in the United Kingdom and Ireland which by itself was quite a broad audience. To qualify it, we agreed to filter this by targeting with our main competitor customers followers, users we knew were receptive to following travel brands and products that were closely related to our clients’.

3. Ensure the creative supports the objective

A strong campaign and ultra relevant audience targeting can be all undone if the creative is not fit for purpose. It is important that the imagery or video and messaging is engaging and is aligned with the overall campaign objective. With a limited budget, it is even more important that the ads deliver.

The main image assets and messaging don’t have to be limited if you find there are a variety of options that are relevant. Actually, the more options you have the better. Facebook’s optimiser can find you the most effective placements, formats and test the imagery / messaging combinations that are most likely to deliver the outcome you’re looking for from your campaign.

For this particular campaign we experimented between value messaging and discount messaging to see which drove the highest engagement. The video creative also varied between energetic / action shots and more serene scenes.

4. Analyse the performance regularly & understand the key metrics

Despite all of the in-built optimisers and algorithms that are built into the Facebook platform, it is still important to keep a close eye on the performance of the campaigns and manage them effectively. There are levers that you can push and pull to tweak performance and make the limited budget work as hard as possible. So don’t commit all of that budget at once, before you’ve tested and learnt what works. Instead, maybe think about running the campaign in increments and use the learnings from each phase to inform the next stage.

There are a number of areas which can have a huge impact on the cost and performance of your campaigns:

Key areas

Firstly, ad placement. The auto placements feature can work well for some but doesn't work so well for those not on mobile . Consider the predicted CPC and rate of impressions for each platform and intervene on the placement allocation. However, you must remember to give the algorithm enough time to learn before making those decisions.

Audiences is another option to consider. Again, depending on the setup of your campaigns Facebook may be auto optimising the spend between the selected audiences. With that said, remember that some audiences are more sought-after than others and the average click price (cpc) will vary.

Relevancy score helps guide advertisers on the quality of their campaign, in terms of the target audience and how it is being received. People asking to stop seeing your ad will reduce the relevancy score. However, users engaging, liking, sharing or watching the ad will improve it. The score is out of 10 and the higher the score, the less you’ll pay per click (in general). To improve the relevancy score, look at the audience and ensure it is relevant for the ads being shown. Alternatively, addressing the creative and ensuring the most effective and engaging ads are getting prominence.

Scheduling of your ad to run at particular times of the day or days of the week may suit a particular goal, particularly if you are hoping to generate leads or phone calls. Showing the ads at all hours will exhaust the budget quicker, so use the ad schedule to optimise the campaign. Be sure to increase reach around the most effective times of the day for your business.

Summary

Regardless of the campaign you would like to run, it is possible to do on a small budget on Facebook. Remember the key points around having a focused objective, relevant targeting with a specific audience set. Use a strong creative and make sure you close eye on performance to tweak when necessary. If you do all of this, you can definitely find success.

Has this blog inspired you to think about investing in Facebook advertising?

Call us today on: 020 7993 9853 or email: contactus@broadplace.com

Broadplace on tour: The Vuyani Safari Experience

Just last month, our very own Senior Account Manager, Amalee Gamache and Head of Growth, Sergio Badoreea flew out to Johannesburg to meet the fabulous team behind Vuyani Safari!

Vuyani Safari have been a client of ours for several years and we provide a large range of paid campaigns across a number of platforms to ensure they are always seen by couples, families and friends looking to explore their stunning animal kingdom.

Staying in the South African village of Hoedspruit, our Broadplace marketing extraordinaires were put up in stunning air-conditioned facilities with a complimentary mini bar, snacks, amazing bathrooms and private decking (perfect for evening dining)!

Amalee and Sergio were able to take part in two safari game drives a day, zip-lining, quad biking and Vuyani even provided a driver to take them to and from each activity.

Amalee speaks of her favourite part of the trip,

“One day they arranged a private picnic, where we were able to eat on the reserve by a watering hole overlooking hippos and other wildlife coming in for a drink. We were also taken to Kruger National Park with our own private guide from the hotel who had so much interesting knowledge to share and was really passionate about the wildlife.”

Sergio added,

“No request was too much for the staff, they were very friendly and welcoming. One day, I was even made king and dressed up in a full tribal outfit – can’t get much better than that! All the other guests were also just as welcoming and friendly. You can get amazing rates direct from Vuyani, which you cannot find anywhere else, 5 nights all-inclusive is currently just £975 per person! These rates include 2 safari game drives a day as well as meals and drinks!”

It was a pleasure for Amalee and Sergio to meet the team behind this fantastic safari lodge and they will be forever grateful for the wonderful hospitality that they experienced.

Want to find out more? Simply head to: https://www.vuyanilodge.com/specialoffersUK.html

Microsoft awards Broadplace Advertising Elite Status in the Bing Partner Program

Microsoft has named Broadplace Advertising as one of a select group of top performing partners to act as trusted advisors to their growing customer base for search advertising opportunities with the Bing Network. Currently there are only three Elite partners in the UK including Broadplace Advertising.

As an Elite Channel Partner to Bing Ads, the world’s number two search advertising provider, Broadplace Advertising will continue to enhance the expertise and service provided to clients through exclusive access to training, marketing and technology development.

Broadplace Advertising is an independent and multi award winning performance marketing agency. They have delivered innovative digital marketing solutions to hundreds of businesses across the globe since 2005. Broadplace Advertising enables their partners to grow and succeed online through their technology and people.

Search advertising, which today makes up 52% of all digital advertising spend, is a core area of investment for Broadplace Advertising’s clients.

Broadplace Advertising has successfully been offering choice and increased levels of ROI to its search advertising clients thanks to its partnership with Bing. In 2018, adoption of Bing advertising solutions grew by 40% across it’s customer base and Bing Advertising revenue grew by over 70%. Broadplace Advertising’s elevated partnership with Bing will clearly bring increased business opportunities for both their clients and their business.

We are delighted to see Broadplace reach the Elite tier of the Bing Ads partner programme. Our partners in the Elite tier demonstrate the highest capability and passion to drive success for their customers on our platform. This is well deserved recognition for Ajay and the team who are extremely engaged, challenge us and innovate to deliver solutions for their clients.”

-Nigel Leggatt, Director of Partner Sales – EMEA, Microsoft

Broadplace Advertising, look forward to expanding their search advertising offering with Bing Ads as it continues to grow globally, with over one third PC search market share in the US, 24.7% in the United Kingdom, 18.5% in France and nearly 12% in Australia.

Many of Broadplace Advertising’s clients have witnessed a significant increase in ROI for campaigns managed by Broadplace Advertising on Bing and Broadplace Advertising look forward to continuing to grow and extend this kind of opportunity to all their clients.

Broadplace Advertising’s Managing Director, Ajay Syal, said,

We are delighted to have been accredited with Bing Elite Channel Partner status which demonstrates our belief and commitment to Bing Ads. We are confident that with the additional support from Microsoft we will be able to further fuel this growth and initial signs from Q1 2019 are definitely telling us we are heading in the right direction.”

Digital Marketing Tips for Christmas 2018

Christmas is a time when businesses ramp up their marketing strategies to entice new customers and more sales during the festive season. Competition is fierce among competitors, so brands need to stay ahead of the game in their campaigns in order to take the biggest share of the market.

In the lead up to the big day, companies utilise various digital marketing strategies to increase sales. This includes social media, email marketing and various campaigns, special deals and competitions. Use our top tips to maximise the success of your Christmas marketing plan.

1. Get Creative

Use creative keywords to improve SEO. Interesting content is key to engaging consumers, so quality matters. You can use Google Adwords to find keywords, but ensure your content is on top form. Hire a professional content writer if needs be.

2. Update

Keep your content up to date to show your customers you are in the now and staying current. Gain their interest by posting updates in the form of blogs. Look back at old posts that were successful and work out why they ranked highly. Use these ranking factors to add to new content on your website.

3. Get Noticed

With so many businesses, it is important to stand out from the crowd by having a USP. Include this in your meta-description. Add deals and perks in your keywords to entice new customers, such as free delivery or discounts. This will improve ranking and traffic. Push it on social media to boost this even further.

4. Set up a Google My Business profile

Getting on Google My Business provides users with further information on SERPs when looking for your company. It is quick and easy to do. It features posts that last for a week, making it perfect for events, guides, products and more. Getting this sorted also helps local SEO strategy.

5. Implement a Cross-Channel Marketing plan

Many people use various ways to search for information, including different devices, social media platforms, adverts and more. Ensure consistency across all platforms and target customers wherever they are. This will strengthen your brand and show solidarity. Monitor your customers’ actions so you can tweak future campaigns.

 

Christmas Tips Advertising 2018

 

6. Use Google search trends

Look at current trends to stay up to date. Certain terms and phrases peak at Christmas time and Google Trends can assist you with this. Target high volume phrases where competition is difficult or opt for lower volume phrases where competition is not as strong.

7. Use Schema Markup

Add schema markup to your site as this informs search engines what your data means, rather than simply what it is. Stand out from other digital marketing strategies by using concise keyword research and quality content.

Christmas is an important time for any business and sales often increase during this period. Ensure you get the most out of the season by following our tips to improve your SEO and overall digital marketing campaigns. Stand out from the crowd and make 2018 one to remember.

5 Digital Marketing Essentials for StartUps

We’ve had experience in helping start-ups achieve growth at a sustainable rate. We want to look at what makes a successful digital marketing strategy for start-ups. Don’t underestimate the power of digital marketing. It’s one of your greatest tools in building your business from scratch and a direct route to market that will yield results quickly. Establishing your brand name and getting sales is the aim, and digital marketing is the game.

1. Firstly, you need to look at your investment

We would recommend a £3,000 pcm digital spend – social, PPC and SEO. 58% of startups assign more than 75% of their yearly marketing budget to Digital. This is a great rule of thumb. Remember the old adage “you’ve got to speculate to accumulate”? Well, this is never truer than when you’re starting out.

StartUps Digital Marketing
Did you know that startup small Businesses earn $3 in revenue for every $1.60 they spend on Google AdWords?

 

2. We would look at where your prospects search

…and build campaigns based on their search habits. Simply put, you need to know your audience and where to find them. Great content and adverts are all very well, but you need to get them in front of your audience when they’re online and in the places they trust and rely on to find what interests them.
”71% of startups do not have a documented digital strategy”

StartUps Digital Marketing

3. Advertise on relevant social media platforms

You need to build your online following in order to raise awareness and sales. Having a larger organic following saves money down the line. Will you focus on Snapchat or Instagram? Facebook or Twitter? Or perhaps more niche social media platforms will be more relevant to your brand? Use this communication to engage your customer with powerful content and drive customers towards your website for sales.

StartUps Digital Marketing

4. Growing your business should be at the heart of your online activities

Brand awareness is important of course, people need to see your brand and interact with it personally to build trust. However, the ultimate aim is to drive sales. The focus of each campaign should be to channel customers into the sales funnel. They may not buy today, but you can capture their information and be ready to be there when they are ready to buy – through remarketing for instance.

StartUps Digital Marketing

5. Focus on what will work for you.

Whilst we love to try new things, a good marketing strategy takes into account where your customers are, not a scatter-gun approach. Master your key channels, then move on to others.

Expanding the business is often cited as one of the toughest challenges a start up faces, but Broadplace has a plan for that.

For true sustainable growth, invest in a digital marketing strategy that is tailor made for your business, with a dedicated account manager and the power of Google behind you. Get in touch with us today to discuss how we can help you to build your brand. 

Instagram popularity rising with digital marketing strategies for small businesses

Small businesses in the UK are utilising Instagram in their digital marketing campaigns at an increasing rate in order to attract new customers and engage existing ones in their products or services. The platform is not just a photo sharing network, it has great potential to reach global markets at a rapid rate. The social media app has revealed it will add £1.25bn to the UK economy this year in terms of gross value added. It also expects to triple to an impressive £6.7bn within the next five years.

Instagram Stories

With more than 800 million active users, 80% of these follow at least one business. This is key to the success of Instagram and creating a community in which companies can share their products and services with customers in an ideal way to peak their interest. Instagram Stories have been popular in particular. This feature launched in 2016 and has achieved a major impact. One third of the most viewed Stories on the social network are from companies. 1 on 5 Stories leads to a direct message from a customer.

Advertising

Instagram has revealed it secured more than 1 million monthly advertisers this year, a 5 times increase from the previous year. This was driven by the increase in company profiles. The good news is that most of these tools are currently free for businesses to use and include data insights so they can determine which posts were successful and how to improve these for future campaigns. This makes it the perfect social network for small businesses to use in any digital marketing campaign. It is an effective tool while keeping costs as low as possible.

Syncing and marketing tools

Many businesses use the platform to post competitions and giveaways to engage customers and get them involved. These often lead to an increase in followers and potential sales, as many brands partner with others in the same sector to entice each other’s customer bases.

Such competitions and posts can be synced across other networks such as Facebook and Twitter, via the sharing feature. This is very quick and easy to do and keeps content consistent across all platforms, reaching an even wider audience.

Instagram allows for both videos and photos to be posted, increasing its potential. It also has a new feature where multiple photos can be posted in one post with a sliding feature to allow for more images without taking over the newsfeed. Hashtags can be tailored to suit the target market and become a really useful tool in reaching new audiences. Live videos are also increasing in popularity as brands can engage with customers in real time and interact with them by allowing them to ask questions to be answered there and then.

Conclusion

In conclusion, an increasing number of small businesses are expected to join the Instagram trend and use the platform to advertise their services and products to a wider audience. The features it boasts make for very effective and engaging marketing techniques and fit in very well with any social media campaign.

Link to back up stats: https://www.verdict.co.uk/instagram-small-businesses-uk/

Understanding ‘Days to conversion’ in Google Adwords

Last month, Google quietly released a new ‘days to conversion’ segment to Adwords reporting, allowing advertisers better insight on their sales cycle. The data shows the number of days it takes for people to convert after clicking your ad, for all clicks during the selected date range.

Not every click to your landing page will lead to a conversion, but that doesn’t mean that they won’t purchase eventually. Many buyers want to shop around, compare prices and consider their purchase so they won’t necessarily make a purchase on their first visit. Based on prior campaign performance, Google’s ‘days to conversion’ segment estimates how many days you should expect to wait between the initial click and eventual conversion.

This data helps you plan seasonal promotions and help better understand how long you should wait after an ad click before evaluating campaign performance. Keywords, Ad Groups, Campaigns can now be segmented by Days to Conversion to allow you to look more closely at the content you’re targeting and where it falls in the sales funnel.

For example, if you are advertising your Christmas decoration collection starting in October, you may find that 90% of conversions don’t actually happen until November. You can use this insight to adjust the start date of your Adwords, or adjust the amount you bid for in order to maximise sales.

Where to find this feature

You can access the ‘days to conversion’ segment by clicking on the segment (circular icon) within the new Adwords interface > Conversion > Days to conversion.

Google recommends setting the date range in the interface to at least a 30-day span to maximise the data volume.

To find out more information about this feature or to get a review of your Google Adwords, contact our Google Qualified experts at Broadplace.

How voice search is impacting your SEO

There’s a significant trend happening right now across Search, and that’s voice queries on mobile.

The increasing use of smartphones and the arrival of voice enabled ‘personal assistants’ such as Siri, means that voice search is becoming more and more prevalent. According to a Mobile Study by Google, [https://googleblog.blogspot.co.uk/2014/10/omg-mobile-voice-survey-reveals-teens.html] more than half of teenagers (13-18) use voice search daily—to them it’s as natural as checking social media or taking selfies. Adults too are getting the hang of it, with 41 percent talking to their phones every day and 56 percent admitting it makes them “feel tech savvy.”

So how can businesses take advantage of this growing trend and refine their SEO strategy to gain more mileage from voice search?

Google Hummingbird, a new algorithm release back in September 2013 was aimed at improving Google’s ‘knowledge graph’ – a feature designed to provide quick, accurate answers to users’ queries about people, places and things.

You can see the knowledge graph in action in this search snippet when searching for ‘chicken korma recipe’ the user doesn’t have to click into any search result to find what they’re looking for:


This new algorithm bought semantic search into action; helping Google understand the intended meaning behind the searcher’s query, rather than the query itself.

With the growth of intelligent personal assistants, context becomes even more important in voice search queries. They are designed to help the user with direct answers rather than merely providing a list of websites.

So how can we adapt our SEO methodologies to meet this growing trend?

Adapt content for human conversation

Creating content that answers the questions your customers are asking in a natural, conversational tone is the best way to prepare for voice search. The more you can understand the nuances of conversational search queries, the better you can adapt your content for voice search.

Understand user intent

Voice search queries are more conversational in nature and can reveal new levels of intent. For example, when looking for a bike hire with text search, a user may search: “bike hire Cornwall.” With voice search, their query may change to, “Where can I hire a bike in Cornwall?” Voice search queries are longer than their text-based counterparts and normally focus around “who,” “what,” “where,” “when,” “why” and “how.”

Your content therefore needs to contain more of the who, what, where, when, why and how so that Google can pick up these longer tail keywords from your content.

Opportunities for local businesses

For local businesses, voice search is a BIG thing, as mobile phones become more of a prominent source for consumers to gather info about local businesses. Ensure that you experiment with keywords – both long tail and short and include local landmarks and neighbourhood places as suffixes, so that both the user and Google can easily identify your local business against local landmarks, events and places.

Voice search is still developing, but it is undoubtedly changing the Search landscape and presenting a new opportunity for businesses, particularly local businesses who we believe will be the most to benefit.

For more information on how to adapt your SEO strategy for voice search, contact our SEO team.

4 SEO trends that will dominate 2018

2017 has been an interesting year for SEO. Changes in the way people search has dominated the SEO landscape, but where will this leave us for the year ahead?

Here are 4 SEO trends that we believe will dominate 2018, how to prepare for them and what you need to know to succeed in organic search in 2018.

1. Voice Search

There’s no doubt that Voice is here for the long haul. The growth of articifial intelligence and voice-enabled devices will make 2018 a very interesting year.

50% of all searches will be voice searches by 2020, according to comScore [http://www.campaignlive.co.uk/article/1392459/just-say-it-future-search-voice-personal-digital-assistants] and “40% of adults now use voice search once per day” according to Location World [https://www.branded3.com/blog/locationworld-2016/].

As a result of these advances in the way people search, long tail and conversational keywords will be the focus. Businesses will need to consider their online content in the context of voice search and incorporate natural nuances of speech into their content.

A lot can change within a year, but it will be interesting to see what voice search use statistics will emerge by this time next year.

2. Featured snippets

A featured snippet, also known as ‘direct answer’, is a summary of an answer to a query displayed on the top of the results page. The advantage for users being that they find an answer quicker and don’t have to click into any website.


The combination of voice search and featured snippets will create real challenges and opportunities for businesses. It will mean a great understanding of search intent and how best to optimise content so it shows up in the ‘answer box’ of the SERPs. This could mean a decline in click-through-rates for organic search.

3. Greater focus on User Experience

As Google’s algorithm becomes even more sophisticated, so has our demands as users. Our expectations for a seamless, simple experience on the web will become an increasingly critical component for success. Not to mention the ever-increasing importance of mobile-first.

2018 will place even more importance of a site’s usability and this includes components such as speed, easy navigation and layout to determine where it ranks in the SERPs.

4. Building valuable backlinks

Building valuable backlinks will still be a critical factor for ranking in the SERPS. Quality backlinks determine your site quality and relevance, based upon the authority of websites your links come from.

Building links manually, driven by quality of content will help future-proof your website for 2018. But beware that the competition from third-party sites for unique, high quality content will be even higher.

Is your SEO strategy all set for what 2018 holds? Contact Broadplace for further advice and an audit of your site’s SEO.

3 ways to optimise your PPC campaign for mobile

As more users around the world are accessing the internet from mobile devices than from desktop computers, now is the perfect time to ensure you are optimising your PPC campaign for mobile.

According to research, over half of traffic to retail websites is now coming via smartphones and tablets and mobile commerce now accounts for 36% of UK e-retail sales, rising to 40% for clothing and apparel websites.

Here are 3 quick wins to ensure your PPC campaign is optimised for mobile:

1. Ad click to call ad extensions

If your business provides a service, you should add a telephone number. This means users don’t have to click on your ad to take action, making it a better mobile experience for them.

The Google Call Forwarding feature is free and allows you to measure the performance of your adverts and number of calls made from your advertising:

Here’s an example:
2. Use mobile bid modifiers

You can also use bid modifiers to adjust your bids on mobile devices by a percentage of your desktop bid. If you are unsure how to allocate your budget between mobile and desktop, allow your ad to run for a week or so, then look at the results. If you find that your click-through-rate and conversion rate is higher on mobile, then allocate more of your budget towards mobile.

3. Create campaigns specifically for mobile

Develop mobile specific ad copy that will appeal to mobile searchers. If you want a mobile specific text ad that will only show to searches that originated on mobile devices, make sure to check the box for mobile under “Device preference.”

Remember that not all traffic across devices has the same goals or desires the same experience so keep in mind your searcher’s intent and the context in which they are searching on a mobile to help you create a compelling and shorter version of your adverts.

It goes without saying that you need to have a website experience optimized specifically for mobile visitors too by allowing users to take a quick, easy action on your landing page.

Applying these tactics within your Google Adwords and making some adjustments within your mobile campaigns will help improve results and ensure you take advantage of the increase in mobile search.

For more information on optimising your Google Adwords campaigns for mobile, contact our Search Team.

How To Get Started With Low-Cost Video Advertising

Video advertising is growing amongst businesses within all sectors and more companies are investing in this to push their sales forward. It is a valuable marketing tool in gaining consumer interest, and even though it can be more expensive than other techniques, there are ways to make it more affordable. With many low-cost options available to choose from, you can get started today. Video content works really well on product pages, as you can explain product features and sales points in a straightforward and interesting way. Consumers prefer visual content over text, so videos are a powerful addition to any digital marketing campaign.

Video Testimonials

Popular amongst ecommerce stores, they provide social proof and instil trust into consumers more than text reviews. Create testimonials from real clients on your product pages to improve sales conversions. You can even get your customers to shoot their own videos to send to you in return for a discount or free gift for example. What could be easier? And both parties benefit!

DIY Animation

Explainers videos created by marketing agencies can cost thousands, but you can easily create one yourself. There are many tools you can use to help you with this. Just make sure they are engaging and attractive to your potential market. Free tutorials are often available online so you can brush up on your skills before getting stuck in.

Screenshot Presentations

Screenshot presentations are a great way to get started with your video marketing. You can purchase an affordable podcasting microphone to use for creating these. Simply write a script, create visuals using Powerpoint and put everything together. The good news is you do not need an expensive camera for this either.

Freelancers

Hire freelancers to create your video content for you. It will be cheaper than an in-house team. Audio mixing is an important part of video content and a freelance audio engineer can create a professional finish for you.

Live Video

Did you know that Facebook users spend three times the amount of time viewing live videos than standard video? Facebook Live is free and the content does not need to be top quality, so this is ideal for businesses on a budget. Connect with your audience in realtime and engage them in your current products and services without having to spend on editing software or expensive camera equipment. Invite them to ask you questions or even set up a competition that they can take part in.

Video content is well worth investing in as part of any digital marketing campaign. Use the footage on your website and across your social media platforms to engage customers and invite them to make a purchase with you. Live streams on Instagram and Facebook are very quick and easy to set up and would be a great starting point for any business. Use the other techniques above to create a comprehensive digital marketing plan using decent digital content to push your business forward.

Plan for digital marketing campaign with an influential addition of video marketing. Use your creativity in making Video testimonials, Live Videos etc. to make consumer easily understand visually and graphically. To know more visit us on www.broadplace.com now!

How Can Reviews Help Drive Revenue?

How Reviews Can Help Drive Revenue

When people look for your brand.. what do they find?

Trustpilot company profiles appear in ~0.15% of all Google search results. Rank highly and stand out in organic search, highlighting your reputation to potential customers.
How Can I Get Better Reviews?

So How Does that Translate into Revenue?

  • 77% of UK consumers use online reviews to help them make
    purchasing decisions
  • 62% of UK consumers are more likely to do business with a company
    after reading a positive review online
  • Reading a positive review leads 1 in 5 people to spend at least
    10% more during checkout
    *Nielsen’s Global Survey of trust, Q1 2013

Drive more traffic at a lower cost – Boost traffic from both paid and organic search with Google Seller
Ratings, Rich Snippet stars, and your TrustScore.
Create genuine social proof at key conversion points with ratings and reviews that drive on-site conversion and higher order values.
TrustBoxes attract new customers by displaying reviews on your website. They’ve been proven to increase basket size, reduce cart abandonment, and boost conversion rates up to 58%.
How Reviews Can Help Drive Revenue- (1)

Get On Board With A Trustpilot Partner

Broadplace recently teamed up with Trustpilot to bring trustworthy reviews to your brand (and ours – we’re using them too, we wouldn’t recommend it without using it ourselves!). Trustpilot are a review community that builds trust between businesses and consumers. What drew us to the company is the ease of use – the system is so simple, they’re arguably the most respected in the business and, from personal experience, they’re a really nice company to deal with.
When you get referred to Trustpilot through Broadplace we are able to negotiate preferred rates for you, because of our partnership.
 

Worried About Bad Reviews?

Trustpilot is trusted because all reviews are posted – the good and the bad. BUT, they actively seek out any fraudulent or suspicious reviews and you can report these too. They hey will be investigated and potentially removed. Bad reviews happen, but better that they happen where you can be immediately notified of them. This gives you the opportunity to resolve the matter – and you can reply directly on the reviews, showing other consumers that you are proactive in responding to feedback – good and bad.
Think about your own experiences as a consumer – when you’re on Tripadvisor, for instance, don’t you find it helpful to see the good and bad reviews and isn’t it reassuring when the hotel manager responds to negative feedback in a positive way?
How Reviews Can Help Drive Revenue- (1)
 

“Every day more than 21,000 consumers sign up for a Trustpilot account, demonstrating the growing global trend that a brand is no longer what the company says it is; it’s what the customers say it is.”
Peter Holten Mühlmann
Founder & CEO of Trustpilot

 

Why Have an Account With Trustpilot?

When you can go for a free plan, why bother paying? Well, as we pointed out in our blog on how to get ratings on adverts, you’ll need around 150 reviews to have your seller rating appear on ads. This takes time to build up. With Trustpilot’s most popular account, the “pro” accounts you can build your reputation and collect reviews. You get a number of free credits called ‘kickstart’ credits that let you invite past customers to leave a review. It could get you up and running on google seller ratings and product

Tonnes of Tech

Automated review reminders (which on average garner a further 35% more reviews for companies). The Trustbox Optimizer split-tests the display and placement of the Trustbox – displaying your current rating. You can use hootsuite to automatically share the best reviews across your social media channels.
 
Intrigued? We don’t blame you. Get in touch with your account manager or our Head of Customer Growth Sergio today. He’d be really happy to explain how Trustpilot could work for you. And don’t worry – no hard sell, it might be that you don’t need the full pro version, so he’ll give you free impartial advice.

How Do I Get Ratings On My Adverts?

 
How Do I Get Ratings On My AdvertsHow Do I Get Ratings On My Adverts
Quick question, which of these ads are you automatically drawn to…
How Do I Get Ratings On My Adverts?
Most people will click on the first one – not because it’s the top result, but because of those stars showing you how others have rated the company. We place trust in reviews and ratings.
Adding a Seller Rating Extension can make your ad more attractive than one without the extension. The extension shows your ‘star rating’ prominently and can produce higher clickthrough rates on ads.
 
How Do I Get Ratings On My Adverts?
 
So how does all this happen…?


How Do I Get Google Seller Ratings?

You will need around 150 individual reviews in the last 12 months for the ratings to show on ads. Reassuringly, the ratings will only show if they are 3.5 out of 5 stars or higher.
Got a Google Merchant Account? That’s great – your ratings should also show up on shopping ads.
There are other factors involved, that Google doesn’t tell anyone about (this is to prevent any ‘gaming’ of the system). As with all things Google, make sure you stick to their best practice guidelines and don’t do anything ‘black hat’.


How Do I Get The Ratings To Show On My Ads?

The Ratings extension is automated, meaning that you don’t have any control over what appears. That’s why Trustpilot came up with this handy list to ensure you tick all the boxes and increase your chances of showing:

  •  Do you have more than 150 unique reviews from a review platform?
  •  Have they all been written in the past 12 months?
  •  Do you have an average score of 3.5 stars out of 5, or above?
  •  Are at least 10 of your reviews in the language of the Google domain you’re using? For example, if you’re using the Google.de domain, make sure at least 10 of your reviews are written in German
  •  Have you waited 6 weeks for them to appear? That’s around the average of time needed to pass before GSRs show up.
  •  What is your campaign type? Your campaign type should be “Search Network with Display Select”, “Search & Display Networks”, or “Search Network Only”

Why Do Google Seller Ratings Only Show Up On Some Ads?

Using the same search terms but sometimes seeing ratings and sometimes not? No need to panic, says top review site Trustpilot, it could be any number of things:

  • Google is determining the best time to show the extension based on the intent of the query.
  • The search engine will also take into consideration the recency of the search, as well as the cached results
  • If someone searches the same keyword over and over again to check their extensions, both paid and organic results will be affected, and the extension will not always appear as Google shows them only a certain number of times.

 
Tip: Check whether or not your extension is showing from a different device or a different IP address. If it shows, you know you have Google Seller Ratings, and Google is determining whether or not to show them.


How Do I Make My Google Seller Ratings Show More Often?

It can be frustrating when the ratings don’t seem to appear regularly and without good reason. Google has given us more tips to help with this. The most obvious of which is to provide great products and service to encourage more positive reviews (well, yes, of course!).
A really good tip is to keep your company URL consistent across the web as Google aggregate reviews from a number of different sources. Failure to keep things consistent could mean that Google are missing or ignoring reviews, thinking that they are not you!


How Do I Track My Google Seller Ratings Performance?

Of course, with all digital marketing, the beauty is that it is all measurable. And GS performance is no different. You can check your Automated Extension Report. It will show you how many times the GSR was shown and the impact it had to the ad performance. Trustpilot gives this example:
How Do I Get Ratings On My Adverts?
 
Broadplace are really excited about teaming up with world-renowned review site Trustpilot. The Danish-born company was keen to work alongside Broadplace to improve the clickthrough rates of customers’ ads and build customer trust in brands.




Insights Colour Works Behaviour Analysis: How Did We Do?

What are Broadplace Like To Work For
Recently the whole Broadplace team took part in an away day where we were assigned colours… These show the way we work and how we interact with others. The day was  hosted by The Colour Works, who a few people within the company had worked with before.
Before we went along we all answered a series of questions about ourselves, our choices and the way we react in certain situations.

What are Broadplace Like To Work With
The team start piling in for the day’s activities

The Insights Discovery Personal Profile is a personal development tool that lights the way in everything we do because it starts the journey, as it should, with you. Using an accessible, memorable colour system, it gives individuals an engaging, reinforcing and transformational insight into themselves and others. It creates an awareness that acts as the launchpad for improved personal effectiveness, team performance and workplace culture.
What are Broadplace Like To Work For
The idea is that people can be roughly placed into four different colours or ‘typical behaviours’. Where would you see yourself on this…?
What are Broadplace Like To Work With
We took part in a number of team and personal exercises and discovered a lot about ourselves and each other. One of the first things we had to do was choose a bunch of cards that best described us personally, and then give away the cards that didn’t describe us to other colleagues. It was a lot harder than it sounds!
What are Broadplace Like To Work With
A tricky task

It sounds rather simplified when you look at the key colours – but in fact, as with anything, there are lots of nuances. So on the full wheel there are 150+ different positions that you could fall into. We had a couple of instances where two people landed in the same place on the wheel.
What are Broadplace Like To Work For
But we know what you want to know…. how did we fare? What does our team look like? Well, overall we came out as mostly blues and reds – analytic leaders perhaps? But when taken with our secondary colours, we see a lovely mix of colour that we believe best suits our industry and our clients.
What are Broadplace Like To Work For




Google Names Broadplace As Top Performing Premier Partner Agency in UK

Google's Top Performing Agency
Google recently named Broadplace as their Number One TOP PERFORMING PREMIER PARTNER AGENCY at the Google Game On awards ceremony held at their new Kings Cross offices in London. Premier Partners are the highest and most prestigious rank of Google agencies – only the most skilled agencies achieve this status level.
Broadplace achieved 50 times more incremental growth than the average agency. Both the agency and their customers have experienced great recent growth and the agency has seen digital revenues grow in excess of 130% year on year. Google recognised Broadplace’s continued ability to grow and sustain its client base – indeed, for a number of years Broadplace has been amongst the top 5 Google Partners in the entire EMEA region in terms of client retention which is currently running at a massive 97%.
Broadplace Managing Director Ajay Syal commented: “It really doesn’t get much better than this, Broadplace are ecstatic about winning the Top Performing Premier Partner Agency award from Google. We  have won many awards previously but this one goes straight to the top of the trophy cabinet . This enviable recognition is testament to the passion, blood, sweat and tears that the entire Broadplace family has consistently delivered in the pursuit of excellence for all of our clients.
Google's Top Performing Agency
Ajay continues: “This is also great news for our clients because we believe that there is  a direct symbiotic relationship between our client’s  success and our success. This is why at the heart of our company ethos and our mission statement we realise our purpose is to ensure we build and grow our clients’ businesses first and foremost.  Referrals and organic growth have been our main drivers so to win the title of Top Performing Premier Partner Agency is real testament not only to our expertise and technology but our strong client relationships.
In the competitive digital agency marketplace (there are many thousands of agencies in the UK), it can be tricky for clients to choose which agency will be successful for them. Which is why the moniker of “Top Performing Agency”, given by Google themselves, can help advertisers to understand who could provide the best service. Premier Partner agencies are defined by assessment of their overall performance which is evaluated based on client revenue growth and retention, and growth in overall revenue and number of advertisers along with the number of Google certified people affiliated to the agency.

Google's Top Performing Agency
Anjay, Ajay and Akash from Broadplace receiving the award

The relationship between Broadplace and its customers is one of the reasons the company consistently outperforms other agencies. The company’s transparency and flexibility breeds trust with clients, which allows the latter to grow their business – growing their online visibility and enjoying increased revenue as a result.
Key differentiators of Broadplace include proprietary technology, developed alongside Google engineers, and their own real-time, pro-active campaign management platform “CampaignHub” – helping hundreds of clients optimise and maximise their online campaigns. Transparent reporting and invoicing means that clients have complete access and knowledge of where their budget is going and how hard it is working for them.
Google's Top Performing Agency
Some of the Broadplace team behind the award.

As an established and experienced agency, Broadplace has been a Google Partner agency for over 11 years and is proud to have been part of the Premier Partner tier for the last three years now. A pedigree like this is rare in this industry and reflects the business values of transparency, integrity and expertise.




Google and Broadplace Address Your Brand Safety Concerns

Brand Safety Google AdWords
You may have seen reports in the media (both industry and mainstream) about concerns over ‘brand safety’. Some high profile advertisers have expressed worries about their adverts showing against sensitive content, some of which has been highly controversial. We want to take a moment to review what we as a company have been doing to prevent this happening for our customers, and what Google is going to be doing as a whole to curb this in the future.
Google have given a bit of background to the problem:

“We recognize the need to have strict policies that define where Google ads should appear. The intention of these policies is to prohibit ads from appearing on pages or videos with hate speech, gory or offensive content. In the vast majority of cases, our policies work as intended.
We invest millions of dollars every year and employ thousands of people to stop bad advertising practices. Just last year, we removed nearly 2 billion bad ads from our systems, removed over 100,000 publishers from our AdSense program, and prevented ads from serving on over 300 million YouTube videos.
However, with millions of sites in our network and 400 hours of video uploaded to YouTube every minute, we recognize that we don’t always get it right. In a very small percentage of cases, ads appear against content that violates our monetization policies. We promptly remove the ads in those instances, but we know we can and must do more.

Yesterday, Google EMEA President Matt Brittin said:
“I would like to apologise to our partners and advertisers who might have been affected by their ads appearing on controversial content.”
Further, Philipp Schindler, Chief Business Officer said in a lengthy and apologetic blog post,
“I wanted to share that we’ve already begun ramping up changes around three areas: our ad policies, our enforcement of these policies and new controls for advertisers.”
These include:
Raising The Bar For Ad Policies
Google are going to take a tougher stance- removing ads more effectively from inappropriate content – attacking or harassing people based on their race, religion, gender or similar categories.

“This change will enable us to take action, where appropriate, on a larger set of ads and sites.”

Tightening safeguards
To ensure ads only show up against legitimate creators on YouTube.
 

“The YouTube team is taking a hard look at our existing community guidelines to determine what content is allowed on the platform—not just what content can be monetized.”

Increased Brand Safety Levels
While Google already has a wide variety of tools to give advertisers and agencies control over where their ads appear, such as topic exclusions and site category exclusions, they are introducing :

  • New tools for advertisers to more easily and consistently manage where ads appear.
  • Safer default settings
  • Simplified management of exclusions
  • More fine-tuned controls

Google have also promised to increase transparency on where ads are running and in the coming months, they will expand availability of video-level reporting to all advertisers.
Human, AI and Machine Learning Resources On Advertisers’ Side

“We’ll be hiring significant numbers of people and developing new tools powered by our latest advancements in AI and machine learning to increase our capacity to review questionable content for advertising. In cases where advertisers find their ads were served where they shouldn’t have been, we plan to offer a new escalation path to make it easier for them to raise issues. In addition, we’ll soon be able to resolve these cases in less than a few hours.”

Broadplace Managing Director, Ajay Syal has said:

“ As an independent agency our clients’ interests are our primary concern and as a result we will always ensure the safety and integrity of their brand at all times. We have strict policies around protecting and safeguarding against such instances and we will always implement these measures to minimize any potential risk. We are reassured by Google’s announcement about the strict new policies and procedures they are putting in place to secure brand safety for advertisers. We will discuss each scenario with our customers to determine the best route forward, but we will never compromise on the brand safety of any of our clients.”

We are aware that some high profile advertisers and brands have been reported as ‘pulling advertising’ with Google. In reality, most are pausing some activity while Google put in place the safeguards they mentioned in the quote above. We would recommend that any customers with immediate concerns should contact their Account Manager to discuss the options.




Google Phantom 5 Update on February 7th

Google Phantom 5
Further to our report on the “update that possibly was” on February 7th, which remains unconfirmed by Google themselves…
The update has a name, courtesy of Glenn Gabe, a digital marketing veteran and it is Google Phantom 5. He conducted a deep analysis of the ‘update’ and concluded that it was either an update of the Panda algorithm or one of Google’s ‘phantom updates’. The latter is never confirmed.


Key attributes that this Google Phantom 5 update aims to achieve: –

  • Thin Content Pages/Low quality Content
  • Low quality user-engagement (increase in bounce rate, time on site etc.)
  • Broken User-Interface (broken elements, broken internal links, menus etc.)
  • UX Barriers – (confusing navigation structure, header/footer, irrelevant breadcrumbs, third-party ad placement, interstitials, autoplay videos etc.)
  • Excessive pagination (too many paginated URLs displaying negligible amount of content)
  • Mobile Usability Issues (No mobile-friendly design, mobile-popups, ads weaved into the content,
  • Technical SEO elements (URL Issues, meta robots tags, robots.txt, URL canonicalisation, crawl errors, structured data markup errors etc.)

Glenn recommends, as we would, that you make significant changes on your site if you were impacted by Google Phantom 5. Don’t stick a plaster on it and hope it fixes itself. Here at Broadplace we constantly monitor any fluctuations and were pleased to see that none of our clients had any significant changes around this time, indeed some saw improvement.
Previous Phantom updates include:

  • Phantom 2, May 3 2015 – large scale ranking changes, algorithm changes impacted quality signals
  • Phantom, May 9 2013 – many sites reported traffic loss

 
If you’d like to learn more about SEO at Broadplace please visit our SEO pages, where you can discover how we do what we do.




Google Update February 7 – What Happened?

Google Update 7 February
There’s been some mild chatter and anecdotal evidence of a possible Google updates around the 7th February.
Google hasn’t confirmed the update. There are only mild fluctuations seen in rankings for most of our projects. We aren’t seeing anything significant from our end – indeed, some clients saw an increase in traffic. The update was suspected to have targeted spammy links and poor/spinned content, so we can only assume that applying best practices to our link building and SEO content creation activities has paid off.
When pressed, Google Webmaster Trends Analyst Gary Illyes was asked whether they have any intentions to reveal the truth giving specifications and settle the volatility that has started since January.
“Absolutely not,” came the reply from Illyes.
So whilst no comment from Google, it may be a policy to not mention every algorithm change. Disclosing things would give the spammers excellent chances of avoiding algorithms and finding loopholes.
This seems like the usual algorithmic changes that Google makes. Reputed writers in the industry are still clueless about whether there was an update in the first place or whether it was a panda or penguin.
SearchEngineLand had various theories about the possible tweaks Google may have made. Barry Schwartz noted,
 

“based on the signals I am tracking, there appears to have been an algorithm update that has hit those who undergo more aggressive link building. Some are saying that their PBNs, private blog networks, are not working as well. Some are saying Google is slower at picking up new links. Some think Google hit their sites with penalties. If we had to guess, I’d say this is an algorithm update around how Google discredits spammy links, maybe updating the Penguin algorithm or something else.”

 
He went on to note that, “Many of the folks within the “black hat” SEO community seem to be noticing this and complaining that their tactics are not working as well.”
One such example on the chat boards in the industry was rather amusing :
 
Google Update February 7
 
The moral of the story, as with any changes within Google algorithms, if you’re doing it right you shouldn’t notice much difference! Click on the link below to discover more about the methods that Broadplace SEO use to make sure that you don’t feel the hit when Google makes updates. ..
Broadplace SEO




Call Extensions Changes

Call Extensions Changes
If you are using location and call extensions, then from Thursday 19th January, you might have noticed that AdWords has begunto show local searchers the local phone number of a location’s address as it’s listed in your Google My Business (GMB) account, regardless of how your call extensions are set up.

What Will Change?

 

 Context  Example ad format  Phone number used starting January 19, 2017
 Ad features your business, but not a specific location  Text ad shown with call extension  Phone number from the call extension (no change)
 Ad features individual business locations  Text ad shown with location extension  Location-specific phone number may be used (from GMB)

 

Why Is This Happening?

It’s about being as useful as possible to people right when and where they need your business. These changes mean that your customers don’t see differing numbers on your ads vs. GMB. Ultimately, Google are constantly looking at ways to make things easier for users and advertisers alike.

This example shows how the number can appear different on the search engine results page.

Who Will Be Affected The Most?

Most advertisers will barely notice anything has changed.
Local advertisers who show their location extensions more frequently may notice more calls going to their Google My Business number rather than their Call Extension number. We can tell you if this applies to you – how often your location extensions show, so give us a bell.

Why You Might Want To Opt Out

We would not recommend opting out unless you have good reason. Doing so could reduce ad impressions and call volume, making it difficult for customers to reach you.
However, if your local business locations aren’t equipped to handle these phone calls or you want detailed call reporting and the ability to track conversions from these phone calls, we can help you to opt out. Get in touch as soon as possible to discuss this.

Next Steps

  1. Remember that these sort of changes do happen – remember when Google got rid of right hand ads and everyone’s heads span?
  2. Make sure your GMB listings are all up to date and location-specific.
  3. If driving phone calls is your main goal, consider call-only campaigns – that way you can still track mobile click-to-call actions from mobile.
  4. Don’t forget you can track calls from your landing pages.

 




How To… Make A Free Business Video And Win £500

YouTube Competition
Finally, you can make free business videos (and win £500 with our YouTube Competition).
YouTube recently released YouTube Director for Business app. This incredible app allows you to shoot professional-looking business videos. It tells you how to shoot, what to shoot and what to talk about. Choose from a variety of templates.
Now you can create promotional videos for your business in a matter of minutes. It couldn’t be easier.
To celebrate this awesome new step forward for advertising for SMEs, Broadplace is offering £500 of YouTube advertising vouchers to the best video produced using the app. Just use the hashtag #Broadplace when you upload your video to YouTube. The competition is open to everyone, not just Broadplace clients. So download the app, get shooting and we’ll choose the best.

[btnsx id=”4094″]

Competition closes 17th November. Extended until 24th November!

All you need is an iPhone & the YouTube Director for Business App, which you can download here.
youtube competition

YouTube reaches more 18-to-49 year-olds than any cable network in the US, according to its own statistics. The power of advertising on YouTube has been demonstrated by the fact that all of the Top 100 global brands have run TrueView ads over the last year.

With the free YouTube Director for business app anyone can create a video ad for their business quickly and easily—right from their phone”         YouTube 


Click here to enter the competition


Top Tips for Making YouTube Business Videos

Download the app on your iPhone and select from ready-to-go templates that’ll help you introduce your business, and show potential customers what you have to offer.
Just point your phone and shoot — the app will show you what to do step-by-step. Easily add text, animations and music to create a polished video ad.

YouTube Director provides shot-by-shot guidance—so you can create a high-quality video ad and upload it directly to YouTube from the app. No video editing experience required. Now, sharing your unique story with customers on YouTube is easy.”        Google Inc.

Music
Music can produce an emotional response in the viewer, so choose something that conveys your message.
Vary the shots
You can shoot in all sorts of places – use a conference room with a coloured backdrop, your shopfront, your business card, your laptop and more
Sound Quality
In the app, you record most of your sound and video separately, so use this to your advantage and record the sound in a quiet place that isn’t too echo-y!
Lighting
Lighting makes a difference! Comandeer some desk lamps and position to shed light behind and around your subject.
Involve Customers
Including some images of happy customers can be a very powerful selling tool
Watch Out!
Be aware of what’s in the shot – a window,  sensitive client info on a screen… Get someone to look over it and edit accordingly!

[btnsx id=”4094″]

 

 

 




Click-To-Message – The New Way To Talk To Customers

Google has been beta testing Click To Message ad extensions, and we’ve been a part of that. Several clients have been testing the new feature with great results. The click-to-message ad extensions are exciting because they give users a really quick and convenient new method of getting in touch with you. As Google themselves explain,

“If you’re inviting a friend to dinner or asking them about the best hotels in New York City, you’re probably doing it through mobile messaging. Nearly two thirds of smartphone owners use messaging more than five times a day to communicate with others. And people aren’t limiting their use of messaging to social communications – 65% of consumers say they’d consider using messaging to connect with a business to get information about a product or service, or to schedule an in-person appointment.”Click to message ads


It’s the ideal way to start a conversation with your customer when a call might not be convenient for them. You can populate the text with a pre-written message that best suits the sort of enquiry you expect. For instance, if you’re a travel advertiser and someone messages you after searching for ‘New York hotels’ they can use your pre-written message of ‘I’m interested in a reservation, please text me back with more information”. They can always edit the message themselves before sending, of course:
Click to message
 
The example also shows how clear it is to use the extension – it isn’t just a simple icon next to the ad copy.
 

Measuring Click to Message Results

You can see the results through the extensions tab or Click Type segmentation. The true value of the messages, however, can’t be measured and you’ll need to find a way of tracking conversions through click to message. This will help you to calculate the ROI through click to message ad extensions.

Click to Message Feedback from testing

 
“The results from click-to-message have been phenomenal and we’ve seen a 80% higher conversion rate when compared to other similar channels. We can now tap into an important consumer base that prefers to use SMS to learn more about our insurance products. Besides giving users a new way to get in touch with us, we feel this is by far the fastest and most cost-effective way to connect with them.”
– Gavin Parker, Paid Search Manager, Auto & General 
 
“Click-to-message is a useful tool that allows consumers to engage with our business in a way that’s comfortable and efficient for them. They could be on their commute or in a rush, so they can text us quickly through click-to-message. It’s also a good medium to get questions answered that aren’t addressed on our website, or to reach us during hours when our office is closed. Our main performance objective is to help customers as much as possible – when we take care of their questions and needs in a helpful, relevant way, that leads to better business results.”
– Gavin Chan, Digital Marketing Manager, AnyVan
 

 Expanded Text Ads



Broadplace Wins Two Prestigious Awards!

Broadplace Advertising has won two prestigious awards at the annual Wirehive100 Awards; picking up the “Best Use of Search” awards for their “Omni-Channel Partnership”. Plus Akash Raval won the Key Account Handler of the Year award. His rapid rise through the ranks from apprentice to Key Account Handler is a shining example of how investment in people can pay dividends.
Broadplace Awards
 
The evening was a glittering black tie dinner held at Mercedes-Benz World in Surrey. The host for the evening was comedian Paul Choudray, who pulled no punches – the Broadplace team, who, being sat on the VIP tables front and centre of the stage, fell victim to a few hilarious jokes!
 

Akash Raval – Account Handler of the Year Award

Akash Raval started working at Broadplace in 2013 as an Apprentice. He left college and came straight to work. He was quickly promoted to a permanent position as a Digital Account Manager; and then to Key Account Handler for Broadplace.
Broadplace Awards
Ajay Syal, Broadplace MD, notes that “Akash is the perfect example of how great talent can never be held back! Akash joined us completely new to online with no experience whatsoever as an apprentice. It was evident very early on that he had a deep affinity with digital marketing and very quickly completed his apprenticeship and joined broadplace as a fully qualified Google AM. Since then there has been no looking back for Akash. Akash has worked his way up through the teams and now manages our largest Key accounts where he has had a massive impact helping ROI increase for one of our biggest advertisers by 14%. He more than deserves this accolade.”
 


Judges commented:

Strong performance and commitment to growth. Dedication to going the extra mile and tangible results for clients.”
This is a great testament to ‘hard work wins out’ and the benefits are tangible to the business. The trust the business has in his skills again is represented in his rise within the business.


 

Broadplace Advertising – Best Use Of Search

The Broadplace Advertising team also won the Best Use of Search award. This award was won through a successful holistic search campaign that includes all channels of search such as PPC, SEO, Content and also Social Media Marketing. Judges in this category were looking for a cutting edge and comprehensive campaign that was expertly conceived, brilliantly executed and ultimately delivered tangible results.
 
Broadplace Awards
 


Judges said of the campaign:

Nice approach to using the right bits of the marketing toolkit to attract the right customer relationship level.”
Very positive impact on the site, revenue and conversions.”

Broadplace Awards
Broadplace Awards




How To Get Your PPC Account Back…

It’s happened a couple of times in the past year and we’ve seen the fall out when other advertising agencies go into administration (as we’ve seen with ReachLocal and now The Advertising Club). We respect our competitors immensely, and we are always sad to find out that things haven’t worked out for them.
Get your PPC account back - choose Broadplace
That said, we are acutely aware that there are often a lot of very confused and concerned customers who may not have been informed that their agency, who they’d been relying on for traffic and conversions, was about to close. You’re probably wondering how to get your PPC account back. Here are some top tips from us on what to do in this situation.
 

Breathe

It’s a hard pill to swallow, but we’re all in business and we know that things like this can happen. It’s not nice for anyone involved, but there’s very little we can do apart from move on and work out a plan of action.

Call the company

Phone the agency involved to see if you can speak to your account manager (if your agency assigns you one; some don’t, we do). Try and garner as much information as you can. Some companies literally close their doors overnight and it can be hard to reach anyone.

Get Your PPC Account Back

It’s best to try and get your account swapped to a reputable company as soon as possible to ensure that your campaigns keep running. You don’t want to lose out on visibility online.

Choosing your next ad agency

Of course we would recommend that you call us. Because we know that we have helped businesses in this situation with great success before. But here’s how we would (impartially… -ish) advise you to choose who to call:
 

Someone Established

Ideally you’ll probably prefer a company that is established, reliable and stable (did we mention we’ve been going for 11 years?)

Technology

A company who develops their own technology knows it inside out – they’ve seen a gap in the market and developed something to fill that gap. You need an agency that has the right tools to deliver. (learn more about Broadplace’s exclusive CampaignHub technology here)Get your PPC account back - choose Broadplace

Qualified

There are various levels of qualification from AdWords certification* up to Google Premier Partner (like us)

*which simply means anyone who has taken the AdWords fundamentals exam with Google – everyone in our company, even the lady who writes content has taken and passed this. We are also Google Specialists in Search, Display and Mobile. Over half of our Account Managers are qualified in every Google specialism!

Trust

You want a company that’s trusted by Google, the search engines/social media channels that you use and hundreds of other customers. You might have spent some time talking to the same account manager and built up a relationship with them. You want to regain that as soon as possible. That’s why we

Low Customer Churn

There’s a reason that people swap ad agencies but we’ll just comment on what we know – that we are in the Top 5 in EMEA for Google Customer Retention rate. We’ve won awards for it. We’ll just leave that there.

Understands Your Business

No-one knows your business better than you – choose a company that takes the time to get to know you, your customers and your industry (or better still, has experience in it!)


We hope you’ve found this useful. We know these are worrying times, but with the right partner you can get through this bump in the road with little fuss. We hope you choose us as that partner. If you’d like to learn more about what we do please click here. If you’d like to get in touch with us right away, we’d be delighted to chat with you – no strings, just good advice from a well established Google Premier Partner with 11 years experience under our belt. Give one of our team a call on 020 7993 9853 and get your PPC account back on track seamlessly.
Get your PPC account back - choose Broadplace
 
 
 
 
 
 
 
 
 


See also:
Broadplace Advertising Clients
Broadplace Top 50 Google Tech Companies


Broadplace Acquires Mercedes-Benz Account

Mercedes-Benz Retail Group Appoints Broadplace as New Digital Marketing Agency
 
Mercedes-Benz Retail Group UK (MBRG) has named Broadplace Advertising as its new digital marketing agency. The partnership will focus on MBRG’s expertise and heritage. Broadplace will ensure the quality, excellence and efficiency associated with MBRG are front of mind throughout the full consumer journey, improving tracking and attribution to provide a 360 view of customers, implementing a data first approach to success, and applying best practises throughout.
Liz Luesley, Head of Marketing for Mercedes-Benz Retail Group, said:

“We are delighted to be working with Broadplace to help promote us in the world of digital advertising. We all know how important PPC is to reach our target audience and Broadplace stood out as the right team for the job and we are very much looking forward to working with them.”

Ajay Syal, Managing Director of Broadplace Advertising, said:

‘We are very excited about this partnership and we are immensely proud to be associated with one of the world’s most successful premium automotive companies. The entire Broadplace team is thrilled about being responsible for the online visibility of Mercedes-Benz Retail Group. Our experience and pedigree within the world of digital marketing, coupled with our unique and innovative approach, will make this partnership a resounding success – to further confirm both companies as true leaders in both online marketing and premium automotive retail.’

Ajay Syal MD Broadplace Advertising


 
Mercedes-Benz Retail Group is the retail arm of Mercedes-Benz UK Ltd, an official manufacturer-owned retailer and a wholly owned subsidiary of Daimler AG. Mercedes-Benz Retail Group is the UK’s largest official retailer of new and used Mercedes-Benz cars, selling as many new cars as the next 3 Mercedes-Benz Franchise groups combined. Their expertise comes from being an official manufacturer-owned dealer group, allowing them to deliver the very best service to their customers; something they take great pride in.
broadplace mercedes
Google Premier Partner Broadplace has been managing the online marketing needs of UK businesses since 2005, building a solid reputation for transparency and technology. An innovative and continually learning Search Engine Marketing company specialising in PPC management, SEO, Web Design and Content Marketing. Fantastic in-house technology (including CampaignHub™ and Broadplace Engage+) helps to deliver bespoke and cost-effective solutions for all clients.
 
 

Broadplace Named in Top 50 Most Powerful Google Tech Providers 2016

CIOStory magazine group (California, USA) has named Broadplace Advertising as one of the 50 Most Powerful Google Tech Providers 2016. We have been recognised for using technology to power not only enhanced results for advertisers but increase customer service and overall satisfaction within the digital marketing space.
Insights and reporting are a regular issue for the majority of small businesses. Broadplace’s reporting flexibility (through our CampaignHub technology) provides flexible and customisable email reporting which is completely responsive to the device it is viewed on, without attachments or cumbersome spreadsheets to deal with.

Broadplace Top 50 Most Powerful Google Tech Providers 2016
click here to see the story…

This allows an advertiser to view KPIs direct in their email, as well as having real-time access to reports and statistics available through their secure client portal. We use deep-learning, artificial intelligence and custom algorithms to provide suggestions, optimisations and easy to understand summaries of complex marketing data to businesses.
Broadplace also uses technology to enhance our customer service, using both  traditional face-to-face account management or phone/helpdesk style support  with real-time customer feedback buttons, messaging and automated emailing.
Broadplace CEO Rohit Chugh
Broadplace CEO Rohit Chugh

 
Broadplace CEO, Rohit Chugh said “Broadplace has created a flat corporate hierarchy to help foster the creation, adoption and iteration of innovative practices ideas and processes. We believe this has encouraged the level of technological advances that have led to this recognition. We’re so proud of our local, homegrown talent and their capabilities.”
 
Satisfied customers and technology awards are the tip of the iceberg for Broadplace’s achievements in the last year, they can add Google Premier Partner Status, Google Analytics Certified Partner status and they were also placed in the Top 5 EMEA Google Premier Partners for client retention and satisfaction.
 
Only recently, Broadplace became finalists in the Wirehive100 Awards – for Best Use of Search, Account Handler of the Year (Broadplace Key Account Manager, Akash Raval) and Techie of the Year (Broadplace’s Head of Operations, Dan Pillay).
 
Broadplace Awards



Everything You Need To Know About Expanded Text Ads

As you may be aware, Google removed right hand ads earlier this year. This has freed up space on the Search Engine Results Page (SERP), so Google has now introduced expanded text ads. It’s a big deal because this shift to a more mobile-friendly experience is the biggest update for AdWords since it was started 15 years ago. Google wanted to update itself for a world where over half of the trillion searches a year take place via mobile.

Expanded Text Ads Before and After

Expanded text ads move away from the traditional vital statistics of a standard text ad 25-35-35.]
They allow for two headlines – both 30 characters long – and one long 80 character description line. They automatically wrap the text when viewed on different devices.
That’s 47% more text for your buck!
Expanded Text Ads Before and After
You can stand out even more and provide users with more of an overview of your business’ offering before they click. You can highlight your key selling points, such as free shipping or security features of your site. The domain will automatically be extracted from the final URL. You can also add two paths extra (using up to 15 characters).
Expanded Text Ads Before and After


Expanded Text Ads Best Practices

 
Google have published a best-practice guide, the three main pointers that they’re giving to advertisers are:

  1. To create multiple expanded text ads for each ad group and test them – evaluate their performance before deleting or pausing your existing ads.

  2. Remember to include the successful aspects of your existing campaigns – include important information about your business and services/products

  3. Focus on your headlines – they’re the first things that customers see.

 

Our Advice…

We’d advise you to take this opportunity to create something new, rather than just tacking on an extra headline. Think about what you can say with all that extra text. Test out offers, emotive descriptions and calls to actions.
Expanded Text Ads tips
You can create and edit your  ads in bulk to save time (AdWords Editor and AdWords API both support expanded text ads). From 26th October 2016, you won’t be able to create the old, standard text ads so it’s best to jump on board and start using them now, as our Broadplace team members are doing right now.

Watch Out For Headline Appearances

Because the ads are now being served on different devices, the way they appear may change depending on the device they are being viewed on and the screen size of that device. So headlines might share a line if short, they might appear on different lines, or if they’re too long, Google might just truncate them leaving a … at the end of the headline. Bear this in mind.
Expanded Text Ads - Headlines

Update Your Ad Extensions

Some of the information in your ad extensions can now go in your headline or extended description, freeing up space for other items. Don’t simply repeat key points – Google won’t serve the ad extension if it’s repetitive.


Expanded Text Ads Case Study

We have been testing expanded text ads for a number of our clients, including a key account which is a national retailer with over 300 branches. For them we have been focusing on enticing offers and discounts. We have been running Expanded Text Ads since the 23rd June and the positive stats to come out from this so far are that:

    • Clicks have increased by 108%
    • CTR improved by 37%.
    • Conversion increased by 85%
    • Cost per conversion has come down by 14%.

We have been focusing on the Brand retail stores campaign and looking to push Click and Collect and now will be introducing these to our Generic campaigns.
If you’d like to get ahead of the game (and many of your competitors) get in touch with us today to find out how we can use our expertise to grow your business.
Learn More PPC BP Blog

New Google Premier Partners – Explained

We’ve been really excited to be able to share this news. Sometimes it’s hard to keep quiet about exciting Google developments! But we’re finally able to tell you that Google have updated their Partners programme – with the introduction of a new Google Premier Partners accreditation and a new feature within the programme called Google Partner specializations. These changes have been launched to help customers further differentiate between the various Partners.

New Google Premier Partners status

The new Premier Google Partner accolade is designed to recognise the elite set within the Google Partners programme that have demonstrated:

  1. A healthy and stable business that you can trust
  2. Experience gained over a number of different clients
  3. Google best practice implementation

This new badge rewards Google Partners that manage substantial Google campaigns and deliver exceptional results.
 

We are really proud to say that we have made it straight into this elite set!

Premier Partners will have to maintain additional standards and requirements and will benefit from additional support directly from Google and a much closer working relationship.

We’re really pleased to see these updates to the Google Partner Program, and specifically the changes to the Premier Partnerships. As an established Google Premier Partner we are very proud of our close working relationship with Google and this bringing together of the Partners programmes, with increased differentiators, helps us to demonstrate our achievements to a wider audience. “ says Ajay Syal, Managing Director of Broadplace Advertising.
 


New Google Partner Badges

The new look badges (blue for regular Partners and red for Premier Partners, like us at Broadplace) will have buttons that list the specific specialisations of that agency. Where you see a qualification, it means that at least one individual in the company has successfully passed certification in that particular area. They should also have a proven track record of good product performance in that area.
New Google Partner BadgeNew Google Partner Badges
 
For this reason, we have changed our logo to reflect the new Premier Partner badge:
broadplace advertising logo


 To find out more about how Broadplace can improve your campaigns contact us here


Find Your Google Partner

Ultimately, you can see which agencies are in the best position to help your business grow in the way you want it to, right now. The Partners page has been updated to make it easier to understand the various qualifications and titles of agencies. Use the step by step search function to use your requirements to match up with Google Partners.
New Google Partner Badges find a partner 1
Click on the agency that you want to learn more about…
New Google Partner Badges
Then see what qualifications and specialisations that company has:
New Google Partner Badges
Click on any of the qualifications to find out what they really mean and what benefits they could bring to your campaigns:
New Google Partner Badges
You can also see individual certificates and the areas that the company has proven experience working with:
New Google Partner Badges

 If you’d like to know more about how we can help you to reach wider audiences and enjoy better clickthrough rates, give us a call on 020 3813 9576.

New Google Premier Partners
click here to find out

Brexit Impact On Ad Industry and GDPR

Many experts have made statements on the Brexit impact on ad industry, we wanted to share them with you and look at what the future holds.
It’s safe to say that almost every business up and down the country probably found that they were split last Friday. Some celebrated and some commiserated. Here at Broadplace we were just the same – differing ideas. But ultimately, we had some really interesting debates and discussions about the subject. We watched with interest as events unfolded on rolling news.
 
Response from Ajay Syal, Managing Director Broadplace Advertising
“While it wasn’t the result many were expecting, we are committed to working with our clients, some of whom are understandably concerned, to minimise the impact. But wherever there is uncertainty, there is also opportunity. We will be working with our clients and our CampaignHub technology to identify those opportunities. We know that, as a pureplay internet advertising agency, we will be in a stronger position than many in the more traditional ad industry”
Brexit Impact on Ad Industry

Here’s our round-up of Brexit Fallout and Future Predictions from the Ad Industry…

 

Tim Elkington, chief strategy officer, IAB

“Uncertainty always brings economic challenges, and the decision to leave the EU will usher in a period of considerable uncertainty as brands assess the economic impact of the decision.
The UK advertising industry is currently in good health and grew by 7.5% in 2015. The most recent comparable situation to this was the recession caused by the credit crunch in 2008, when digital advertising still grew 5.7% year on year, so while conditions may be tough in the short to medium term, there is a history of growth in challenging times.
As a trade body it’s important that we give our members all the support they need, whether its in relation to the impact of Brexit on policy and regulation or to help shape their businesses and teams in order to meet upcoming challenges.”
 

Jenny Biggam co-founder, the7stars

“[The] result is a massive surprise even to those who voted for Brexit. I think it’s too early to predict the impact on the UK ad market however one thing is clear: Brexit is now no longer just a political issue it’s an economic concern.
Turmoil in the financial markets over the next few weeks is inevitable and we can’t disassociate the advertising industry from the wider economy – our clients’ share prices have been hit and that won’t be good for advertising budgets.
It’s the same for global businesses and the weakened pound. The ad market needs a stable economy because ad spend is fuelled by consumers’ spending power.
In the short term I think Euro 2016 will continue to buoy adspend. Longer term I am hoping for stability and for business and politicians to collaborate more closely to avoid recession. We need to pull together to make the best of this decision going forward.”
 

Jonathan Barnard, head of forecasting, Zenith

“In the short term we don’t expect the Leave vote to cause much immediate damage to the UK ad market. When we polled our key clients about the referendum, they all said that they would not change their spending plans simply as a result of the vote.”
 

Martin Sorrell, CEO, WPP

“I am very disappointed, but the electorate has spoken. The resulting uncertainty, which will be considerable, will obviously slow decision-making and deter activity. This is not good news, to say the least.
However, we must deploy that stiff upper lip and make the best of it. Four of WPP’s top ten markets are in Western Continental Europe and we must build our presence there even further. It just underlines the importance of implementing our strategy: fast-growth markets (BRICs and Next 11), digital, data – and horizontally, which ironically means getting our people to work together, not apart!”
 

Brexit Impact on Ad Industry
By @aliceinml

Bob Wootton, principal, Deconstruction

“Uncertainty will surely dog the UK economy as it did during the run-up to the vote. Ad budgets may not shrink but will be certainly harder to get committed. Hiring and the raising of capital will slow – the number of IPO’s, booming recently, could diminish.
The bars of South Kensington will be slightly quieter and the arts will continue to be great as they were before and during membership.
The UK remains a remarkable, vibrant country with whom overseas partners would be stupid not to trade reasonably once the emotions have subsided.”
 

Paul Frampton, CEO of Havas Media Group UK & Ireland

“Some organisations will see the result as a reason to put the brakes on and ad spend may well drop in certain sectors but we need to look at the long term – it has stayed fairly consistent and stable through challenging economic times.”
 

Tal Smoller, European telecom & media analyst, Bloomberg Intelligence

“Brexit’s most immediate and obvious implication for the media industry is a potential slowdown in advertising spending. Given our economists at Bloomberg Intelligence predict that the UK economy might be 2% smaller in the medium-term, we think it’s inevitable that advertising revenue will follow suit as consumer spending slows.”

 

Brexit and GDPR

After four years of debate and discussion in Brussels, Europe has agreed a new law – the EU General Data Protection Regulation (GDPR) – that is likely to transform the way the digital advertising sector collects, shares and uses data. Expected to come into force in mid-2018, the new rules will present the sector with opportunities as well as challenges. But what will the Brexit mean for this? The Internet Advertising Bureau is running a seminar on this very topic in July. Overall, watchdogs, industry experts and Broadplace are all for complying with the newest EU Data Protection Laws even if we are to leave the EU. It’s best all round for users and businesses alike and it’s vital if we want to continue to do business with the EU and access data.
 
Alan Duric, CTO and founder of security comms app Wire
“In a similar vein to Norway and Switzerland’s relationship with the EU, if the UK is to continue to access EU citizens’ data, then the same regulations would have to be met regardless of the UK’s membership status. Adhering to EU standards would not only enable the free flow of data to continue, but would protect people’s right to privacy and therefore is a decision to be embraced.”
 
 
If you’d like to know more about how we can help you to reach wider audiences and enjoy better clickthrough rates, give us a call on 020 3813 9576.
 

can broadplace do better than your current PPC agency?
click here and find out…

Online Advertising in Europe Surpasses TV – €36.2bn

The Internet Advertising Bureau (IAB), of which Broadplace is the only Google Premier Partner to be a member, recently held its 10th Annual Interact Conference. There it was announced that online advertising surpassed the European TV Market in European online advertising2015 – growing 13.1% to €36.2bn, beating the European TV Market which is valued as €33.3bn.
 
The results from the research by AdEx Benchmark revealed that each market recorded positive growth, with 20 markets in fact returning double digit growth in 2015 – the second year running. Three markets had 30%+ growth, nine recorded 20%+ and a further eight 10%+ growth.
Digital AdSpend Europe
The European online advertising market has enjoyed a €30bn net addition over the last 10 years. It is unsurprising, therefore, to see it finally overtake TV as the top advertising medium in Europe. Here at Broadplace, we are seeing this translated into successful campaigns for our clients – a far more manageable, measurable and accessible form of advertising than more traditional formats such as print or TV.
 
 
Digital AdSpend Europe
 

Digital AdSpend Europe Growth Areas

Display exceeded all other forms of advertising in terms of pace of growth – increasing on 2014 at 17.4% in 2015. The total Display ad market was valued at €13.9bn for 2015.
Growth in Search AdSpend was 12.6% up on 2014 – a market value of €16.9bn, the largest ad format in revenue. It is back on track after a slight decrease in growth in 2014.
In Europe, as with many other regions, Mobile and Video are the key growth drivers of the ad market. Nearly 50% of all online advertising is mobile-generated in the UK and Ireland. Mobile now makes up 25.4% of the Display market, €3.5bn and a growth rate of 60.5% compared to 2014.
 

Daniel Knapp, Director of Advertising Research at IHS Technology and author of the research said, “Over the past ten years, online advertising in Europe has morphed from an afterthought in media buying into an indispensable set of channels for reaching and engaging consumers that now trumps TV in terms of overall marketer spend. Online advertising today stands for a diversified infrastructure that caters to multiple marketing objectives from direct response to branding, as the sustained growth of both paid-for-search and video in our study demonstrates.”

Digital AdSpend Europe

Digital AdSpend Europe
 

Townsend Feehan, CEO of IAB Europe, commented “These results confirm the lead position for digital advertising in the European media landscape echoing today’s digital first consumer environment. Given the ever-increasing contribution of digital advertising to the economy and its role in the delivery of digital content and services we must continue to foster European innovation and empower our businesses to compete across the globe.”

Digital AdSpend Europe
 
Learn More PPC Broadplace

Read more at https://www.iabuk.net/about/press/archive/european-online-advertising-reaches-record-annual-spend-of-362bn#r1GARwR3I1zVo7zt.99

Boost Your Account ROI With 4 Powerful Remarketing Strategies

Intro
 
It is common knowledge that remarketing is a great strategy to boost account performance. We know that…
 

  • 96% of visitors leave a website without converting.
  • 70% abandon a shopping cart without purchasing.
  • 49% typically visit 2-4 websites before purchasing.

 
With this data it is obvious that having targeted ads appear around the internet after visitors have left your site that keep you top of mind and build brand awareness will help drive traffic back to the site when users are much more likely to convert.
 
RLSA & Remarketing for Shopping
 
As well as stand alone remarketing campaigns, remarketing can also be applied to search campaigns to allow you to apply bid modifiers and show more prominently for the keywords in that campaign to those that have already visited your site.
 
In addition to remarketing for search (known as RLSA), Google has recently rolled out remarketing for shopping which is currently in beta.
 
Strategies
 
Being able to bid more aggressively to those searchers that have already visited the site is a fantastic strategy, but how much should you increase bids? Below is how I suggest you structure your remarketing campaigns for best results…
 

  1. Firstly you should ensure you have remarketing audiences setup for each stage of the funnel on your site. So typically this would be ‘homepage’ visitors, ‘category page’ visitors that are a little more targeted than homepage visitors and then ‘checkout abandonment’ visitors that are even closer to a purchase and even more targeted.
  2. Duplicate your search or shopping campaign and apply the remarketing audiences to the new campaign, ensuring that the target setting is ‘target and bid’. Applying this setting will make sure that the new traffic (non-remarketing) will go to the original campaign and the returning traffic (remarketing) will get filtered to the new remarketing campaign.

    TIP: Having separate campaigns for remarketing allows you to set budgets separate from your existing campaigns so you can ensure you get a high IS (impression share) for the returning traffic that you know is much more valuable and more likely to convert.
  3. Apply bid modifiers based on the different stage of the funnel people are in. If someone has abandoned the checkout then they are much more targeted to someone that has just visited the homepage so you should apply a much more aggressive bid modifier to that remarketing audience.
  4. Rework the messaging in the ads. You are now trying to get the visitors to return to the site rather than looking for that first time click so the messaging in your ads should reflect that and be relevant to the products / services they have been looking at on the site.

Remarketing Strategies
 
So does it work?
 
In a word… YES!!
 
The below table shows how much more valuable returning visitors have been to the shopping campaigns for just one of our clients.
 
Remarketing Strategies
We can see in the above case study that returning visitors are worth more than twice as much to the business than first time visitors
Maybe it’s time for you to give remarketing the time and attention it deserves. Get in touch to speak to one of our specialists so we can apply the same strategies to your account.

How To Create A Mobile App Engagement Campaign

by Greg Prouse, Account Manager, Broadplace
“Mobile app engagement” campaigns are a great choice for advertisers focused on connecting with people who already have their app. These ads can:
  • Encourage users to try your app again
  • Remind someone to open your app and take a specific action
  • Help people to complete an activity that they’ve already started
  • Increase how often people use your app
  • Recommend someone try specific features or levels
Firstly what you will want to do is go to your clients account and do the following:
Click on the Shared Library under Audiences click view then the remarketing List (red button). You will then see:
New remarketing list
Enter a remarketing list name, select the mobile apps option. Next is the add to your list drop down options which will include the following:
All Users
This is where you can segment by behaviour of your remarketing lists audience. Then simply click Save!
Select an App and then the Mobile Platform either Google Play or the Apple App Store: Please note you must own the app in order to do this so this.
Find Your App
Once this is all done, click save!
Part 2:
Another way to reach a targeted audience is through placements.
This can either be done through mobile app categories or Search all apps. Always select Target and Bid afterwards.
Placements 2
The other options is Search All Apps:
Placements
So lets say you want to target people who require a taxi you can do so through their app. This is a great way to reach a large audience that utlises taxis on a regular basis as they already use a related app. You can select whichever companies apps that have opted into the mobile apps feature.
Conclusion
Apps are amazing. But building a great app and getting that app discovered is only the first half of your journey. To get users regularly engaging with that app is what’s needed to take you the rest of the way.Ads on search and display can help. They can build awareness with your target users, get them to reopen and use your app and of course — get them to tell others about it. That’s the way to send your app flying through the treetops, and beyond.
I hope you found this blog post and if you have got this far thanks for reading.
Main image photo credit: <a href=”https://www.flickr.com/photos/38869431@N00/4902072639″>How a toddler deals with a crashed app</a> via <a href=”https://photopin.com”>photopin</a> <a href=”httpss://creativecommons.org/licenses/by/2.0/”>(license)</a>

7 Must-Use Google Analytics Features

Discover the Hidden Treasures in your Adwords campaigns with these 7 Must Use Analytics Features from Broadplace’s Jamie Ludlow
 
Chart Data By Hour of the Day
Go to Acquisition -> Adwords -> Hour of Day
You can then choose what you would like to view and see it in a visual graph to easily identify trends based on the time of the day over the date range you have selected.
 Analysing GA Data 1
 
Destination URLs
Go to Acquisition -> Adwords -> Destination URLs
You can then view the landing pages that are driving the most revenue and have the highest CR to help make decsions as to which pages you should be driving traffic to, to increase sales.

Google Analytics Tools
Google Analytics Tools – Destination URLs

 
Monitoring Shopping Categories/Brands
Go to Acquisition -> Adwords -> Shopping Campaigns
Here you can view your shopping campaigns and see how they are performing at campaign level and you can also select to view performance by category, product and brand level. This will help you to identify specific brands or product groups that are driving the most revenue which you can prioritise in a high priority campaign and assign more budget to.
Google Analytics Tools
Shopping Campaigns

 
Review Top Selling Products
Go to Conversions -> Ecommerce -> Product Performance
Here you can view the product performance for Ecommerce clients. You can sort by revenue to see which products are driving the most revenue and these are the products you will want to focus the budget on. Another good tip is to sort by average price and see high value items that are selling as these will bring higher margins and more revenue so they are good items to focus on too. If you have a shopping campaign it would make sense to put these top sellers in a high priority campaign.
Google Analytics Tools
Top Selling Product Review

 
Monitoring Time Delay Before Purchasing
Go to Conversions -> Multi-Channel Funnels -> Time Lag
Here you can see how long people take to convert after visiting the site. If you just want to see the data for Adwords visits then you need to make sure the Adwords option is selected.
If you see that most people don’t impulse buy and take time to convert then that is a great opportunity to offer them remarketing. Also if a client is asking why sales are so slow on a particular day you can mention that they only make 66% of sales on the day people click through to the site and they can expect to see an extra 33% of sales from that traffic over the next 30 days for example.
Google Analytics Tools
Monitoring Time Delay Before Purchase

 
See Where Your Campaigns/Ad Groups Have Assisted Conversions in other Channels
Go to Conversions -> Multi-Channel Funnels -> Assisted Conversions
This allows you to identify campaigns, ad groups, keywords that have assisted conversion in other channels. This can be broken down at campaign, ad group or keyword level.
Google Analytics Tools
Assisted Conversions

 
Attribution Modelling
Go to Conversions -> Attribution -> Model Comparison
Attribution modelling is quite complex and would warrant a whole training itself, but its useful to be aware of the basics. The model comparison tool, lets you compare different attribution models and see how much revenue has been generated based on that model. Personally I prefer ‘linear’ because this gives all channels an equal contribution to the overall conversion value rather than giving all of the credit to the first or last click which happens in first/last click modelling, but this can change based on the business goals.
Google Analytics Tools
Attribution Modelling

Again if you just want to look at Adwords data, make sure you have Adwords selection at the top.
 
For more Google Analytics Tips click here.
 By Broadplace Account Manager, Jamie Ludlow

Google Partnered Video Testimonial

Google recently partnered with broadplace Advertising Ltd to create a customer testimonial. The video  demonstrates how the AdWords Premier SME Partner Programme connects AdWords partners to businesses that want to improve their AdWords account.
This video testimonial shows the positive impact broadplace has had on Parkway Contracts’ AdWords account. The video features Parkway’s dedicated Account Manager, Akash Raval. Each broadplace customer has a personal Account Manager.
Parkway Contracts received over 540 leads from their Google AdWords campaigns within a year since partnering with Premier SME Partner, broadplace.
 
httpss://youtu.be/uDd0_70cNKw

“The experience of doing a Google partnered video testimonial was very unique! This is something I have never had the chance to take part in. At first it was quite nerve wracking to be in front of the cameras but it ended up being a very enjoyable day.
We’ve been working with Parkway for a year now and by understanding their business goals and with regular communication, we have seen incredible improvements in their AdWords performance.
I would like to extend my thanks to Ken from Parkway Contracts and all who were involved that day. “

 
– Akash Raval, Account Manager at broadplace
 
 
 
 
 
By Jeffrey Chang
 

Treemaps: Branching Out For Success

Treemaps?! What are they and how do they work? For those of you who are visual and like clear and concise data analysis, this is for you.
Before we get involved, here are just a few things that you ought to know about when working with Google Treemaps:
Treemaps allows a person to visually explore and identify trends in your AdWords data so they can quickly and intuitively develop a reasonable understanding about their advertising campaigns, and the relationship between differential metrics.
Like other reports in Google Analytics Treemaps effectively characterises data as rectangles. The size and colour in each rectangle represent different metrics, so that you can combine different aspects of your data into a single visualisation. Treemaps are a really effective tool as they are able to help expose the relative significance, and relationship, between different data information.



How to access and use Treemaps



To access this you will have to go to Acquisition, Adwords then Treemaps.
It’s is important to remember that each rectangle represents a single Account, Campaign, Ad Group, Keyword, or Query. The report shows Account data by default if you have multiple AdWords accounts linked to Google Analytics. It shows Campaign data by default if you have only one AdWords account linked to Google Analytics.
To navigate the data click a rectangle to move down to see the next level of the AdWords hierarchy displayed in the report. For example, if you’re looking at Campaign data, you can click a rectangle and go deeper looking at the Ad Groups in that particular Campaign.
When reading the report all metrics in this report are organised into Primary and Secondary groups. Primary metrics are volume based, like Cost or Sessions, and are represented by the rectangular size. Secondary metrics are relative, like CPC or Bounce Rate, and are represented by colour and saturation. Green is naturally positive and red is therefore negative. The darker the green, the better the secondary metric, and the darker the red, the worse the secondary metric.
To select these use the drop-down menus above the report to select different Primary and Secondary metrics. You can only select one Primary and one Secondary metric at a time.
From these two areas of data standpoints, you can start to form a decent hypotheses, therefore which campaigns should you expand, because their (per session value is high), or which campaigns should you focus on because they deliver the most revenue in absolute terms.
Use the drop-down menus above the report to select different Primary and Secondary metrics. You can only select one Primary and one Secondary metric at a time.


The downsides



Here are some key points that are not so favourable to Treemaps and, in my opinion, certain key areas that should have been thought out prior to going live with this kind of reporting platform.
This report is only available if the Google Analytics property is linked to one or more AdWords accounts. The Treemaps visualisation is currently only available for the AdWords reporting within Google Analytics. You must have one or more AdWords account linked to your Google Analytics account to see the data in this report.
It is only available for web reporting views. This report is not available in other types of reporting views, like mobile app views this is a shame.
Treemaps only display up to 16 rectangles at a particular time. If you have more than 15 entities to display in the treemap, the first 15 appear as individual rectangles and the rest are lumped together.
Segmentation is not supported in the Treemaps report. AdWords metrics are not compatible with Google Analytics segmentation. Because the Treemaps report uses on AdWords metrics therefore segmentation is not available. Not so smart in my opinion.


Conclusion



All in all this reporting is very useful but could be greatly improved, despite contributing much value it leaves room for misinterpretation and confusion for the novice analyst.
However once the report is understand it can be a useful tool in your data arsenal.
If you have enjoyed reading my blog post please like, comment and share!
Thank you.
Image credit: Flickr

Broadplace News: Google Summer Competition Silver Medallist!

In August, Google started a competition for all Google partners to compete for a chance to win a variety of Google related prizes. The “Get into the Spirit of Summer with Google Partners” competition awarded prizes to those who brought in the most revenue from a new client’s spend on Adwords between August 18, 2014 and October 7th, 2014.
On October 22nd, 2014 it was announced that Broadplace won second place, with a wonderful prize of five Nexus 7s for the team!
Congratulations to all the winners of the competition and great work to all that joined!
Written by Jeffrey Chang

Google Partners: Accelerate Event


Our CEO Rohit Chugh and MD Ajay Syal visited Google offices in Dublin between the 8th and 9th of Dec for a two day Google Partners conference, Accelerate.
The event focused on the rapidly changing digital marketing landscape for 2015. Agency heads from across Europe attended the event where they had the opportunity to learn from Google leaders.
The event gave insights into future Google product plans and the ability to learn and network with other Partner agencies from across Europe. The Guinness Storehouse was the venue for the evening entertainment.
You can view a short video of the event here https://youtu.be/d3s-Qqs8-bU
Written by Ajay Syal

Leatherhead & District Business Award 2014 Winners Announced

LEATHERHEAD awards
 
Leatherhead’s business leaders came together to celebrate the winners of the Leatherhead & District Business Awards 2014 at an awards ceremony and dinner held on Wednesday 12th November. The Awards celebrate the achievements of businesses in the Leatherhead & District area and shine a spotlight on the companies and business leaders that make Leatherhead a great place to live, work and visit.
 
The event sponsors included ExxonMobil, Leatherhead Advertiser, Leatherhead Chamber of Commerce, Barclays Bank, Prowse & Co, The Gatwick Diamond Initiative, Mole Valley District Council, Mundays LLP, Riverbridge House Business Centre, Surrey Connects and Unilever UK. Clare Cowan from BBC Radio Surrey acted as MC for the evening and guests included Mole Valley District Council leader, Cllr Chris Townsend, representatives from the sponsors, and business personalities and journalists from the Leatherhead and District area.
Broadplace Advertising was nominated and short listed in two categories and was announced as winner in the first category and runner-up in the second:
 

  1. Award for People Development, sponsored by Unilever UK. Winner: Broadplace Advertising.

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The growing online marketing sector has led to a skills shortage in this industry and the local talent pool has not been able to cope with the rise in demand. Broadplace Advertising have harnessed the passion of their people as part of their employee development programme in order to meet these challenges through vocational work based learning programmes and industry recognised qualifications with Google.
 

  1. Innovation in Business Award, sponsored by ExxonMobil. Runner-up: Broadplace Advertising.

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Broadplace has developed its own proprietary digital technology which has helped to differentiate itself from its competitors and enabled the business to position itself as a market leader in online solutions geared specifically to the SMB sector. There was little support for SME’s in the online advertising landscape but their unique technology has allowed them to support local businesses at scale and at an affordable price point.
 
Ajay Syal, Managing Director, said: “It’s wonderful to be recognised by the Leatherhead & District Business Awards for our efforts and achievements. We have clients based across the UK and it is important for us to get this recognition at a more local level as it helps raise our profile within the local business community. We are especially proud of the contributions made by our team who all live locally.”
 
Written by Ajay Syal

10 Things only a PPC Account Manager Would Understand

 

  1. That feeling when clients say “why do we need a brand campaign?”

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Image source: www.reactiongifs.us
 

  1. When you see a new account where you can make a lot of changes

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Image source: imgur.com
 

  1. When you call Google and you’re put on hold with their music.

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Image source: thechive.files.wordpress.com
 

  1. MFW we hit team targets

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Image source: www.reactiongifs.com
 

  1. Coming in on Monday and seeing my mailbox

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Image source: imgflip.com
 

  1. How much we love excel

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Image source: ciaohi.files.wordpress.com
 

  1. When we hear the phrase “why isn’t my ad showing?”

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Image source: cdn.alltheragefaces.com
 

  1. Waiting for a new feature to reach our account

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Image source: imgflip.com
 

  1. MFW clients run promotions

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Image source: www.mememaker.net
 

  1. That feeling when we get an email from a happy client

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Image source: s3.amazonaws.com
 
Written by Jeffrey Chang

How to Use Remarketing to Nurture Customer Relationships

Although most consider the acquisition of the conversion the final piece of the customer lifecycle, it is just as important to ensure that their experiences after the sale are going to turn them into a loyal return customer.
Remarketing allows you to cater ads to anyone that’s been on your site. Many only know of it as an express method to re-gain lost customers (which it can be) but don’t realise the potential it has with bringing in return customers. There are several things to take into account when setting up the remarketing campaign which can make the experience as positive as possible for your audience.

  1. It’s imperative to be as comprehensive and clinical as possible when dissecting your audience lists, since it directly correlates to how granular you can be with the ads.

 

  1. By tailoring ads and promotions to different audience lists it allows you to create a more personal ad experience that reminds your customers of your services or products.

 

  1. It’s important to note that the ads should be refreshed regularly so that they do not become invasive through repetition. Nobody wants to see the same ad over and over again. Good use of the frequency capping feature is recommended!

 
Before you spit out your coffee in excitement, and burst into song, there are a few caveats to remarketing to converted customers:
 

  1. The size of your audience lists take time to build up and if your site doesn’t have a lot of traffic it is possible that remarketing campaigns won’t be very effective.

 

  1. If your audiences already know your brand and return to it often, there isn’t much point continually bombarding them with repeat ads.

 

  1. In industries where services or products are more one time items you shouldn’t remarket to converted customers.

 
Written by Jeffrey Chang

5 Tips to Turn Your Landing Page into a Converting Powerhouse

Converting landing pages
Considered to be the final point of contact, the landing page is a crucial link in a customer’s journey leading to a conversion. A poorly designed landing page might as well be a coup de grâce to all the efforts beforehand; whether it is PPC, SEO work, or any other digital marketing work. Having said that, there are a few things that you can keep in mind when designing and optimising landing pages that can convert — whatever your conversion may be.
 

  1. A landing page must have a single and intentional focus, from the pages/ads leading to the landing page to the content on the landing page. Consistency is key; any undercurrent of confusion can lead to lost customers. Call to actions must be the same, and in most cases there should only be one call to action.

 

  1. Keep your landing pages distraction free; concise is the name of the game. Clutter and too many links just means that people are leaving the page to look for other things instead of converting and therefore are being pulled away from your single focus of trying to have them convert.

 

  1. Show your unique selling points, what makes you better than your competitors? Why should they do what the call to action says? What’s in it for them? Make sure it’s quick and easy to read, keep just the most important parts of your selling points on the page.

 

  1. Test your landing pages! There are always ways to improve the conversion rate of landing pages, and it starts out with testing in broad strokes. A/B test large parts such as the use of language, positioning of elements on page, and colours. Later on, multivariate testing can be used to hone in on optimising the details.

 

  1. Whether it be the use of AdWords Conversions, Analytic Goals, or any other means; tracking your landing page conversions is extremely important because it gives you the data to make an informed decision on which test results performed better.

 
Written by Jeffrey Chang

What Are Attribution Models?

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I paraphrase a colleague when I say “everything before a conversion is a tease”, however not all conversions are equal. In this post I’m going to go over how each model attributes conversions, as well as why we need each one. The slightly illusive but ever so useful Model Comparison Tool is located under the conversion tab in Google Analytics.
 

  • Last Interaction:

By far the most commonly used attribution model, this model does what it says on the tin; all the conversion’s weight is put on the last interaction. The final point of contact before the conversion is given all the credit.
Uses:
This attribution model shows what people convert on; it gives you a sense of what their final point of contact is.
It works well for conversions that require less consideration and repeat visits.
 

  • Last Non-Direct Click:

Similar to the Last Interaction model, this one puts full emphasis on the last click assuming it is not a Direct Click. If the last click is a direct click, it will not be counted and the next most recent click will be given the conversion.
Uses:
Non-Direct filters out clients that already know about your company, and it shows you a more representative view of what lead to the Direct Click conversion.
 

  • Last AdWords Click:

The last paid click is given full value in the Last AdWords Click.
Uses:
The Last AdWords Click gives a good representation of what AdWords keywords/ads are converting or leading to conversions. It also identifies what keywords/ads aren’t having any impact on the conversion funnel.
 

  • First Interaction:

Quite simply, the first interaction that has lead to a click is the one that is attributed the conversion.
Uses:
The First Interaction lets you figure out what created the initial awareness, it is effective for branding goals and to see what attracts customers (such as ad copy, keywords, image ads, etc.)
This is where things start to get a little trickier
 

  • Linear:

The linear model takes each point of contact into an equal split, meaning that a single conversion will be split between all interactions.
Uses:
It gives a broad picture of what types of interactions lead up to the conversions. Since the emphasis is equally divided, it is good for when many points of contact are required for purchases or conversions.
 

  • Time Decay:

The more time that has passed since an interaction, the less weight is put into the interaction. Therefore the touch points nearest to the time of conversion gets accredited the most value. The half-life of each interaction’s credit is 7 days, meaning each 7 days the credit is reduced by half.
Uses:
Similar to linear that it shows the points of contact, but it also shows what people are more likely to actually convert on since the closer the clicks are to the conversion the more they are stressed. This will also give a directional look at the process in which people convert, from when they start to the final conversion.
This is also useful for time sensitive campaigns so that we know which campaigns converted or lead to eventual conversions.
 

  • Position Based:

It is essentially a mix of the First Interaction with the Last interaction. The slight difference is that the credit is distributed so that the intermediary interactions get credit, just less.
Uses:
Being a blend of the first and last interaction, this allows us to see what introduced the product and what brought in the conversion.
 
Written by Jeffrey Chang

An Account Manager’s Holy Grail – a Happy Client

Managing client expectations is something you learn to do very early on as an Account Manager. I’ve had the honour of learning from the veterans in the company, which is why this éminence grise of the article isn’t me but Broadplace’s seasoned account managers.
 

  1. Consistency
    Consistency is important because we tend to judge things based on comparison. The level of service should be consistent for your client – this includes things such as: feedback, information you provide, speed of response, support, report dates, etc.

 

  1. Don’t sell for the sake of selling
    Yes, the agency needs to upsell in order to increase revenue and grow the business however selling services to your clients for the sake it and not in the belief that it will benefit them can sometimes lead to a deterioration in trust and confidence in the agency and affect your working relationship.Having said that, it’s important that you believe in something in order to sell it. It sounds cheesy, but by selling what benefits them, it becomes possible for you to follow through with the services that you sold and see positive performance. A sale on weak grounds will only make you seem incompetent and unable to provide what you promised.

 

  1. Understand that they want the best for their business
    Just like you, they want the best for their business, and they might not always understand that what you do is best for their business. It does take a lot of communication and trust for them to give you money to advertise in place of their company.
    An example is brand campaigns, a multitude of clients have asked about why we insist on spending money on brand campaigns. Why should they pay for a click when someone searches for their company by name? There are a handful of reasons for this, outlined in a previous blog post of mine.

 

  1. Keep it Real
    People love to give guarantees. I don’t believe in guarantees because there are always too many variables in any given situation. I feel it’s much better to provide a sensible and actionable expectations and deliver on it (aim to exceed it), than give promises of grandeur and fail to meet them.Providing on what you say builds trust and gives the client confidence in your abilities and it is also a much more authentic way to do business.

 

  1. Communication
    Communication is probably the most essential client management tactic. Proper communication is the only way to become one of the big boys/girls in client retention.
    A few main areas in which we should be spotlighting our communication on include:

    • Knowing them and their business
    • Knowing when they make changes to their business/site/account
    • Letting them know you’re accessible
    • Letting them know you’re always working to improve

 
Written by Jeffrey Chang

Keyword Implementation Checklist

There are a great deal of fantastic resources to use when researching keywords. This is not going to be one of them; I’m more concerned with the process of deciding which keywords to test once we have acquired keywords using these tools.
Research
Audience in the targeted location uses this keyword (e.g. UK English and North American English are not the same)
 Audience in the targeted location spells the keyword this way
 Appropriate jargon for the target audience
 Appropriate level of complexity for target audience
 There is a consistent level of traffic for this keyword (you can use tools like Google Trends to see if the keywords are seasonal or trends with events)
 Balance between position in desired sales funnel and feasibility of search traffic (e.g. you don’t want a long tail keyword that gets no searches, or an extremely broad keyword that gets you no conversions)
 Represents the brand and business
 Find out if the keyword is the name of another brand or slang (check with Urban Dictionary or do a quick Google search, and then use negatives to reduce irrelevant traffic)
Implementation
 Find a landing page appropriate for this keyword, or create a new landing page
 Find an ad group appropriate for this keyword, or create a new ad group
 Check to see if language and location settings align with goals
 Test keywords
Analysis
 Set benchmark (performance over a set period of time) to gauge whether the tested keyword is successful or not
 Review test keywords often (search query reports and how it fares compared to the rest of the account)
 Try keyword variations (negatives, incorporate into phrases, pair with different keywords)
Happy Testing!
Written by Jeffrey Chang

Make your PPC Management Easier With These 3 Tools

As an account manager, there are so many tools at our disposal that things can often become overwhelming. There are the obvious tools that make our lives easier: AdWords Editor, Google Analytics, proprietary pay per click tools, etc., but to refine or organise our accounts, there are many more easily accessible tools.
1. Google Analytics Annotations
These annotations are invaluable points of references. If you have ever looked at your analytics graph and thought “what happened here?” annotations are for you.
The other uses for annotations are:

  • Experiments: make it much easier to see when you started a certain experiment, and to be able to determine if the experiment’s results were positive or negative.
  • Events: by writing down notable events, it could offer a glimpse as to what is affecting the traffic. (e.g. start of a tournament would affect equipment sales of said sport)
  • Review: If you’re stuck in a rut or not sure what to change with an account, it’s easy to look back at the account history through annotations and see what changes have yielded positive results and what haven’t.

How to use it:
i. Open up analytics
ii. Go to Audience -> Overview
iii. Click on the small arrow immediately under the chart
iv. Click on the “+ Create new annotation”
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2. Client Reporting
AdWords has a client reporting interface that allows you to create customised reports. They can be used to track performance as well as to make decisions.
It’s called client reporting so obviously it sends reports to show performance. The best part is that you can set them up with multiple filters and then have these scheduled and sent to you!
Example: If, once a week, you wanted to monitor how many keywords had over 100 clicks but no conversions, you could have a report sent to you with all the keywords in a CSV file.
How to use it:
i. Open up AdWords
ii. Beside My Client Center there is a tab called Client Reporting
iii. Click “ + Create Report”
iv. Customise
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3. Labels
I used to work in restaurants; any decent restaurant will label ALL their prepped food, and for good reason too. People will tend to forget, so labelling is even more important when you have multiple campaigns, dozens of ad groups and hundreds of keywords (or more).
It also makes filtering things out much easier – since AdWords doesn’t have a date modified tab that you can filter by, labels work very well.
How to use it:
i. Open up AdWords
ii. Go into Keywords tab
iii. Select keywords
iv. Click on Labels tab and create a label appropriate to the keywords
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Written by Jeffrey Chang

PPC Ad Copy

We all know that ad copy is important, and there are hundreds on articles available online that tell us how to make ad copy relevant and how to make Google love our ads. Yes, it’s important that Google approves, but isn’t it just as important that the audience is attracted to it?
Where can we find that balance?
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Let us briefly go over what Google considers when determining a Quality Score for ads in very basic terms:
1. Correlation between landing page and ads
2. Consistency between keywords and ad copy
Makes sense, right?
Well, it does until we put it into practice! People will stuff ads with keywords, or create ads that are loaded with what Google wants but doesn’t necessarily make sense to someone reading it.
Let’s assume I (Jeff) own a plumbing service.
An ad like this would be approved by Google, but it really isn’t all that attractive, and probably quite similar to hundreds of other ads.
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This isn’t to say that Google hasn’t mentioned or recommended emotive ads but the algorithm probably doesn’t take it into account when calculating the quality score.
What does the audience want?
1. Speech fluidity and good flow. This isn’t always easy to do! Two description lines with 35 characters each is quite limiting. Using words based on the area you target (football vs. soccer, or moving vs. removals) works wonders.
2. Calls to action. We all know we have to do this; people are so much more likely to do things when they know what’s in it for them and are told what to do.
3. Consistency with what they typed in. Personally I don’t suggest dynamic keyword insertion in most cases, but when your keyword base expands, so should your repertoire of ad variations.
4. Ads that appeal to their emotions. Maybe one of the most difficult to implement, but, it’s definitely worth the time. Writing your ads for the customer means that you’ll be targeting the right people (higher CTR) and you’ll stick out in the sea of industrially stamped out ads.
So how can we achieve this balance, reaching a high quality score while being enticing (catching the attention of the paying customer)?

Research and then testing (ad infinitum)
Research:
1. Find the words that people search for, put it in their keywords and put it in the ads.
2. Find out how people speak, put it in the landing pages, put it in the ads.
Testing:
1. Test what works – each industry has a different voice and personality. It might work for others but not for you.
2.Test words in ad copy, format, punctuation, display URLs, etc.
3. Record the data from when changes were made, see if the quality score has changed (after some time, immediate quality score might not be accurate) to see if Google likes your ads, and then record clicks/CTR/conversions to see if your audience likes it!
So once again, back to my plumbing company
This ad would also be approved by Google, but it appeals to their situation, has a call to action and promises an outcome that they can look forward to.
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Ad copy is so incredibly important, and is one of those things that can really boost the performance of your account. It may be time consuming and unpredictable, but it will usually yield pretty positive results. Happy testing!
Written by Jeff Chang

4 Ways to Construct Your AdWords Campaigns

 

Mirror the Website

This is the simplest way and probably the most commonly used method of building out campaigns and AdGroups.
 

AdGroup/ Campaign Generally this is done by using each section of the navigation bar or menu bar as a different AdGroup or campaign assuming they are relevant.
Keywords: Keywords are also derived from the website, mostly taken from the websites subsections, or variations of the web page’s keywords and keyword variations.
Ad Copy: The ad copy can be done by taking text and keywords from the site, by basing it on the site’s content it creates a coherence that transfers from the ad to the website’s content.

 

Pros Cons
  • They are very good for starting accounts, when you are given a blank slate with no previous data to build on.
  • They are very good for starting accounts, when you are given a blank slate with no previous data to build on.
  • They are very good for starting accounts, when you are given a blank slate with no previous data to build on.
  • – Doesn’t cater as much to the audience
  • – Structure relies on website, so a well structured website will lead to a better performing account

Things to look out for:
When building an account based on the website, make sure that you’re selective with what you pull into the account. On occasion it is possible to encompass aspects that are important on the site but not necessarily pertinent to the Adwords account. For example, the “About Us” section in most cases is not appropriate to the goals of the account.
 

Build on Search Patterns

By building your campaigns based on search patterns and having AdGroups and campaigns reflect the way the intended audience inputs their queries can prove quite effective.

AdGroup/ Campaign Based on your target audience’s search patterns, essentially the way that the varying styles in which the audience searches for your product/service. Look for: word order, keyword usage, trends, language, etc.
Keywords: Keyword planning can be done by using tools to listen to how the audience searches, and variations that are used.
Ad Copy: Ad copy should still be loosely based on the landing page’s keywords in order to keep a level of consistency; however it should incorporate the search keywords as well.

 

Pros Cons
  • Very effective for competitive campaigns that are costly, to go for the long tail keywords
  • Works well on international campaigns where colloquial terms may vary
  • Niche and jargon heavy industries can also rely on this method
  • Requires a lot of research to create an accurate account
  • Can be difficult to obtain a high quality score because Google might not always consider the keywords in the same AdGroup to be relevant, even though there may be a logical connection.

Things to look out for:
Unlike the website build, search pattern builds can sometimes become too targeted and doesn’t leave the leniency required for accounts to reach untapped target audiences. For example, just because your research shows that the target audience searches a certain way, it doesn’t mean there aren’t deviations from the norm. There could very well be a target group that was unknown to the company.
Also, not all accounts work when separating by search patterns as well. If an e-commerce site with a multitude of product categories were built in this manner, it would be a herculean task to separate all the different types of search behaviour for each individual product.
 

(Re)build with Performance Data

This method requires previous performance data, and preferably only used on accounts with a longer, consistent history.

AdGroup/ Campaign Separating out Adgroups and Campaigns based on the performance you wish to improve/adjust.
Keywords: Split out keywords based on performance levels, which allows keywords at a similar performance level to be grouped together.
Ad Copy: Similar to the search pattern method, it is best to use a combination of landing page keywords as well as an inclusion of ad copy that has traditionally produced the desired outcome.

 

Pros Cons
  • Effective for competitive campaigns (when competitors have a similar budget/Max CPC)
  • More control of each metric’s performance
  • Very customisable and extremely good for testing
  • Ad scheduling, demographic targeting, remarketing audiences and device preferences should definitely be looked into
  • Can create a very cluttered account
  • Requires a lot of data, planning and strong grasp of the market

Things to look out for:
Firstly, for this to work, it is imperative that there is enough data, because small scale data can easily be affected by anomalies. With a more comprehensive set of data you can get a bird’s eye view of the entire account, and see more accurate monthly/weekly/daily trends. Secondly, do not simplify variables, there are always going to be multiple variables affecting the data, and it’s important to remember that when making these decisions. Lastly, make sure you have done extensive testing beforehand, because correlation doesn’t necessarily imply causation. For example, market fluctuations and time holidays can have drastic effects on seasonal account’s performances.
 

Mimic Product Inventory

Akin to the website build, by replicating the product list it means that the AdWords account will be very effective for product centric businesses.
 

AdGroup/ Campaign Essentially by separating the AdGroups based on the product categories or products (this depends on the scale of your product list and how extensive it is)
Keywords: Keywords are going to be product/service names, ID codes, and alternative variants.
Ad Copy: Ad copy should be specific to the products, and should be as applicable to the product as possible.

 

Pros Cons
  • Extremely organised build for your products
  • Easy to add new products
  • Measures product performance very well
  • Not easily customisable if inventory list from website’s back end isn’t structured

Things to look out for:
These accounts are relatively simple to do, just remember that they are not optimised for generic terms, unless you have a separate campaign specifically created for more general terms. For example, a website that sells food might want include things such as “online grocery store” and variations in a separate campaign, while the rest of the account targets the products.
Final Notes:
Don’t forget to continually optimise the account using: best practices, ad testing, keyword testing, etc.
Also note that none of these builds are definitive methodologies, mix things around, try out what works for your accounts and adapt them to work for you.
Written by Jeff Chang

5 Things I’ve learned in my First Month as a PPC Account Manager

 

  1. If I had to choose the one thing that I like the most about this job, it would have to be that there are so many ways to do everything; the versatility and resources that we as PPC account managers have at our disposal is immense. Along with the fact that this industry is still in its infancy, there are best practices but no defined methodology which means our techniques and approaches are limited predominantly by our creativity.
  2.  Putting everything I’ve learned into practice has not been an easy task. I did a course in SEO and PPC in Canada (highly recommended) and so I had previous experience in using AdWords – or so I thought. AdWords Editor is your best friend; although it can’t do everything for you it makes your life so much simpler. If anyone reading this isn’t already an account manager, but would like to be one, I suggest you get familiar with AdWords Editor, Google’s AdWords interface and Google Analytics. Proficiency in Excel will be that extra cherry on top. I’m sure there are other useful tools depending on the scale that you work at.
  3. I feel that in many ways the ability to manage clients in a well refined manner is crucial. There needs to be an equal level of competency between the technical capabilities of an account manager and their ability to communicate with and manage their clients. It doesn’t matter how well their accounts are managed if the relationship with the clients are weak, though of course the inverse is true as well.
  4. In the same vein, PPC jargon usage is a two sided coin because when it comes to clients, bombarding them with technical, industry related terms can often lead to confusion and a very “salesy” feel. When it comes to colleagues, use as many terms as needed to paint the most specific picture, especially when asking questions.
  5. Ask questions! This doesn’t mean that you should ask about everything because, despite what my elementary school teacher said, there are stupid questions. Some things are easily found out with the help of a little Google-fu (also a necessary skill). However, I found that watching and asking makes learning much quicker and also in many cases I learn of more logical ways to do things. My lack of experience means that I often cannot plan for scalability issues, and by asking I reduce the need to fix things later on. Also, as mentioned earlier, the industry is still growing and as exciting as this is, the variety of ways to accomplish each tasks can be daunting. So sorry Mr. Sinatra, ain’t gonna do it my way.

 
Written by Jeff Chang

Google Shopping Campaign

Surprise, surprise, Google has given us a new tool to play with: the new shopping Campaigns, which I’m sure all you AdWords advertisers out there have heard of.
Come the end of August, Google will have changed over to the shopping campaigns and the PLA Campaigns will be coming to an end. PLA campaigns will automatically change over if you do not change over yourself.
The new shopping campaigns have not changed anything in terms of the products showing on the search engine. The big change is in the user interface, where they have made our lives easier in terms of managing the campaign. You are now able to have all your products in one big campaign rather than have them split out into many different campaigns.
From February 2014 we have been able to create and manage your Shopping campaigns at scale with the AdWords API.
I wanted to highlight some of the changes that have been brought about with the new shopping campaigns.
 
Custom Labels
Custom labels are a feature that has been introduced with the new shopping campaigns. Google provide us with five custom labels from 0-4. Custom labels are here to help us group products together. As we are limited to only 5 it would be advised to use them wisely. What I would suggest and have seen success with is to group your top selling products or group by price – you can then bid up and down according to your groups you have picked. You can bid higher on your high ticket items and lower on your not so high ticket items.
To get custom labels working you need to add an extra column to your feed and put in custom labels and group products as you wish.
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Bid Simulator
Bid simulator is another feature that Google has introduced to the new shopping campaigns. You are now able to see how bid changes can have an influence on your results.
 
New Stats
We will now also be able to see some new stats with these shopping campaigns. We can see what the benchmark CPC and CTR should be and make judgement calls based on what they’re telling us. These are compared to competitors’ data and you can use the data to optimise the campaigns, though you can’t see stats for individual item IDs.
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My suggestions
If you are unsure about using shopping campaigns, I would suggest creating just one and have your PLA campaigns running with a shared budget for both – when you start to see results in the shopping campaign, stop the PLA for what should be a smooth changeover without too much rocking of the proverbial boat.
If you are ready to go ahead with the new shopping campaigns, click the link below to find out how to get started:
httpss://www.youtube.com/watch?v=Rti9sQkTwMg&list=PLgH6uiP6MuLrkIeI4Qd0NNEycTEdY2xT2#t=42
 
Written by Akash Raval

Google Has Fun On April Fools’ Day (New AdBirds Feature)

As I’m sure you’re all aware, Google enjoys a good April Fools’ day prank, and 2014 is no exception. I logged into My Client Center this morning to start my day’s work and saw a notification for Google’s new feature, “Google AdBirds”. Being the curious person I am, I clicked the link to find out exactly what it was and was greeted with the following image.

The top line reads, “A new ad format that takes your campaign to new heights by placing ads on real birds. Select your bird and write your ad. Then, you’re ready for takeoff.”

 

Now I’m sure that not many people would have fallen for this cunning ruse, but it was very funny nonetheless – you can click on the type of “AdBird” you would like with each bird offering a different advertising strength.

 

The Sparrow

The Owl

The Duck

The Eagle

The Pigeon

The Penguin

This April Fools’ day prank is probably one of my favourites in recent years, as it is directly related to my job and gave me a bit of a chuckle on an otherwise normal Tuesday morning of bid changing and reporting.

Written by Richard Heelas


Introducing Customer Ratings Annotations

From shopping for clothes to finding the perfect holiday, users have never relied more on the reviews and experience of others in helping them make their decision. A brand having a good reputation has never mattered more. Google have helped advertisers over the years with introducing ratings, reviews and social endorsements to show alongside your ads. These helped ads look more attractive for users and rewarded brands who have a reputation with increased click through rates and better performing ads.

image 1
Within the next few weeks Google will be releasing consumer ratings annotations. This feature is a new ad format which provides detailed customer opinion data. These rating annotations will convey up to three well rated aspects of your business. For example if you are a designer watch seller, this annotation could be focused on product quality and customer service.
image 2

According to the results generated from Google’s betas; it has shown that consumer rating annotations can increase click through rates by 10% and that many advertisers have seen a positive impact with running this new ad format.
Where is the data from?
The data for these annotations is accumulated from hundreds of thousands of surveys Google send out using the Google Consumer Survey platform. An average of 1000 surveys is completed in order for a rating to be generated and the surveys are refreshed regularly to keep the rating up to date.
Written by Lewis Barker

The AdWords updates continue

In the past 12 months we have seen the inner workings of AdWords change quite a bit. The new features and improvements have come thick and fast, keeping us advertisers on our toes and it looks like Google won’t be letting their foot off the pedal any time soon. The next update is all about AdWords conversion tracking, but what is changing exactly?

1
What’s changing?
Coming in February you will be given more control over your AdWords conversions, you’ll be able to decide how you want to count various conversion actions. For example, you can opt to count every instance of certain conversion actions (like transactions) while you only count unique instances of different conversion actions (like leads or form fill outs).
Column name change
2

To start with, ‘1-per-click conversions ‘ has been redubbed ‘Converted clicks’. The new column name more accurately reflects what the column actually is, i.e. the clicks that actually result in a conversion (one, at least). I personally prefer to measure the total number of conversions rather than just the number of clicks that resulted in conversions as one click could be responsible for a multiple number of sales or multiple number of leads.
‘Conversions (many-per-click)’ will be removed in favour of a new ‘Conversions’ column which now has added functionality. The column now counts conversions based around the way in which you wish each conversion action to be counted.
If you don’t make any changes, the new ‘Conversions’ column will look the same as the ‘Conversions (many-per-click)’ that is currently visible. ‘Conversions (1-per-click)’ will be renamed ‘Converted clicks’ though there isn’t any change in terms of functionality.
This change is aimed at giving you more control over exactly what you want to track through AdWords giving you the ability to more accurately calculate your ROI which can only be a good thing!
Written by Richard Heelas


Engagement Ads

Engagement Ads are a new Adwords campaign type which allow adverts to target consumers with richer, more creative messages. Engagement Ads were designed to help find customers who are interested in your brand message, but they also provide a level of performance marketing as well, only requiring you to pay when users engage.
Engagement Ads can be created from a standard display ad and “enhanced”, or from scratch. The process a user takes is the following:
Display Ad Served
-> User Engages with ad via 2 second hover
-> Ad expands
                       advertiser pays upon 2 second hover
-> Engagement Ad Served
                       clicks through to landing page registered free!
Mixing this ad-format with audiences is where the possibilities for performance become more interesting. For example, mixing ads with existing remarketing lists means that you can push out a spring promotional video to customers who have previously visited the site, drive in-app purchases for recently downloaded games or educate existing customers about new products and achievements.
 

Standard Expandables Hover-To-Play
Lightbox Standard Lightbox
Masthead Lightbox Catalogue Lightbox

 

The Money

As above, engagement ads are charged on a CPE (cost per engagement) basis, meaning that only qualified users are costing advertisers and bringing a strong sense of ROI to any biddable media campaign.

Benefits

Engagement Ads provide another way of qualifying users on branding campaigns – it can offer deeper level of engagement that a standard image or rich media without interrupting the user’s search pattern. It also provides a scalable way to reuse media from PR, SEO & Social quickly and efficiently.

Who Should Use It?

This is a great option for advertisers looking to improve their branding campaigns, with creative already in place, expansive product catalogues or video resources on channels such as YouTube.

At Broadplace we are already successfully running a variety of engagement ads for our clients to help them promote their brand to new users through affinity segments as well as retain and entertain existing customers through retargeting.

Written by Dan Pillay

Broadplace Advertising attains Bing Ads Accredited Professional status

Last week, Broadplace were visited by Kate Newton, the UK Search Advertising Lead, who arrived with the aim of helping individual team members and the agency itself gain Bing Ads Accredited Professional status.
This Microsoft program is similar to the Google AdWords Qualifications in that once you have passed the exam, you are deemed to be proficient in the management of Bing Ads campaigns and have an excellent knowledge of the Bing Ads platform and online marketing in general.
The exam consisted of 100 questions and, whilst there was no time limit, most team members finished in about 2 hours. The questions had varying degrees of difficulty however I’m pleased to say that all team members passed with flying colours with no-one scoring below 90%. The pass mark was 80%.
Please see the happy faces below with our certificates of achievement!

P1090218
Written by Jim Houlden
Previous Post: Broadplace attends Google Partners launch event


Broadplace attends Google Partners launch event

Broadplace Advertising was invited to the official launch of the new Google Partners program on Tuesday 19th November in trendy East London.
As previously mentioned in this blog, Google Partners has replaced the old Engage program and the AdWords Certification now comes under the Partners umbrella, so the Broadplace MD, Ajay Syal, and myself headed to MC Motors in Dalston on Tuesday evening with much anticipation.
We were treated to a speech from Mark Howe, the MD of Agencies for Northern Europe, who spoke about how the UK has the biggest digital advertising spend in the whole of Europe and how the new program is designed to support trusted online marketing agencies that work with small to medium-sized businesses and help them achieve growth.
Google Product Manager Tim Frank was up next – he announced that 65% of the old Google Certified Partners had been culled for failing to meet the new higher requirements for Google Partners. The key takeaway from Tim was that “the bar had been raised”, making the scheme more meaningful and re-enforcing the quality Google is looking for in its partners.
There was then a panel session featuring agencies of different sizes ranging from 2 employees to 150+, who shared their experiences of growing their agencies and the challenges each of them faced.
Fintan Gillespie, Google’s Industry Head, Performance, then gave us Google’s ‘Big Bets for 2014’. They included Remarketing Lists for Search Ads (RLSA) which allow advertisers to customise their search ads for users who have previously visited their site; new tools within AdWords which estimate conversions that resulted from PPC ads, even if the purchase path spanned numerous screens and finally Opportunities for SME’s even in non-UK markets.
Once the serious stuff was over, the food and drink followed with gin tasting and plenty of antipasti and canapés. Delicious!
Written by Jim Houlden


Broadplace Advertising invited to Google Partner program

google partner
Google has recently created a new and improved experience for agencies and digital marketing professionals combining certification and tools in a program called Google Partners.
Partners replaces the old Google Engage program of which Broadplace was previously a member. Google AdWords Certification has also now become part of Google Partners.
The Partner program now consists of 3 main areas: Certifications, Best Practices and Spend.
A Google Partner can be easily identified through their display of the Google Partner badge. Companies displaying this badge demonstrate best practice, manage AdWords campaigns using the latest tools and insights and keep abreast of new product opportunities.
The Google Partner badge shows the world that Google trusts your company and that potential clients can, too. It serves as an indicator of professionalism and know-how.
Broadplace is delighted to take its place under the new Partner program!
To check out Broadplace’s Partner page, click here
Written by Jim Houlden


The Mobile Traffic Takeover

infographic
 
It was just a matter of time, wasn’t it?
The inexorable advance of mobile device traffic from paid sources has culminated, in at least one instance, in desktop, laptop & tablet traffic being overtaken in terms of click volume – it’s a big deal.
The shift in behaviour has not been a slow burner, with mobile traffic in one campaign going from 20% to 50% in just 2 MONTHS!!!
We have now all been exposed to Google’s Enhanced campaigns for well over 6 months and the new features at our disposal are commonplace in the majority of the accounts we come across as an agency. It is no different for existing accounts either.
New features have been used extensively throughout the campaign example in my graphic above, such as mobile bid adjustments and mobile preferred adverts with specific call to actions. What it does not explain is why there has been such a surge in mobile engagement, at the expense of other devices and fixed access internet users.
One theory could be that we are simply able to fit more relevant clicks into our budget. We have observed that mobile device CPCs are still lower than their desktop/tablet equivalents, with higher average positions also being noticed. Higher positions and lower CPCs = win/win right?
Possibly. It depends so much on your vertical. A lot of online retail clients are not seeing the same percentage of mobile traffic coming through naturally, so the opportunity is not always there. The service-based campaign example above will have completely different objectives and results to that of a mass online retailer.
I would still recommend that if your percentage of mobile traffic from paid sources is over 25, I suggest taking optimization for mobile users seriously because this could mean cheaper, more relevant clicks that would not have been otherwise received. We began optimizing for mobile when we noticed mobile traffic at around 18% in April. If the general online consensus tells us mobile traffic is overtaking desktops/laptops now in 2013, then in 2014 it will most likely be the case for almost everyone, regardless of their industry.
Written by Dominic Hart, PPC Specialist

Analytics Dashboards – The Widgets of Success!

As a PPC account manager it is important to monitor and track the success of your AdWords campaigns, and I find one of the most efficient and effective ways of doing this is through using a customised analytics dashboard.
The first thing you need is an analytics account – if you don’t already have one, why not?! Google Analytics is one of the most powerful tools at your disposal when it comes to online marketing and it’s free!
The analytics dashboard is a place where you can set out up to 12 different widgets to include various different metrics. For example:
1) AdWords Spend
 
2) AdWord Cost per Conversion
 
3) AdWords Conversion Value
 
4) Top revenue Generating Keywords
 
5) Top revenue Generating AdGroups
 
In this blog I will talk you through setting up your first dashboard and some key metrics you should be including…I hope you’re as excited as I am! 🙂
First of all, open up your analytics account and select “Dashboards” in the top left corner. Select “New dashboard”, then “Blank canvas”.

img 1
 
The Blank Canvas will give you free run to have whatever widgets you like in your new Dashboard.
I am going to give you my top 5 widgets to include as a good basis to start you off – this will leave you 7 widgets to conjure up yourself, so click the “+widget” button to begin your journey.
 
Widget 1: AdWords Spend!
The first thing I include in my analytics Dashboard is AdWords spend – as you know, it’s important to monitor your spend and this widget enables you to do that.
img 2
 
As you can see, I have filtered this data to only show stats from Google/CPC – make sure you filter this as analytics will pick up all paid advertising forms and with this Dashboard we are just trying to track adwords progress. Once you’ve got the hang of dashboards you can explore different filters to track different channels like Yahoo/Bing, Facebook PPC, LinkedIn PPC and so on, but for now let’s just concentrate on AdWords. Once you click save, it will look something like this:
img 3
 
Widget 2: AdWords Revenue
AdWords revenue is important to include so you know exactly how much money you are making through adwords.
Click “+new widget” and set it up as follows:
img 4
 
Once you’ve selected the relevant metric and filtered by Google/CPC it will look like this:
img 5
 
Widget 3: AdWords Cost Per Conversion
Tracking your cost-per-conversion is important for determining ROI, as I’m sure you have a target CPA in order to make a profit.
Click “+new widget” and set it up as follows:
img 6
 
When you’ve selected the relevant metric and filtered by Google/CPC, it will look like this:
 
Widget 4: Top revenue Generating Keywords
Knowing which keywords are generating you the most revenue is important – if you know something is working you can expand and generate even more revenue!
Click “+new widget” and set it up as follows:
img 7
 
When you’ve selected the relevant metric and filtered by Google/CPC it will look like this:
img 8
 
Widget 5: Highest revenue campaigns
For the same reason as the keywords, you’re going to want to know which campaigns are performing well for you.
Click “+new widget” and set it up as follows:
img 9
 
Once you’ve selected the relevant metric and filtered by Google/CPC it will look like this:
img 10
 
Now you have a good base to create any other custom widgets you like. Just add anything else you think that’s relevant to the account you have, and hey presto! You’ll have an easy-to-read account performance Dashboard to help you monitor and measure success!
 
Written by Richard Heelas


Going over to Google’s House

A couple of weeks ago myself and Dan Pillay, one of our talented Account Managers, joined the rest of the UK digital glitterati at Google HQ in Soho for the Q3 Product Kick-Off event.
The purpose of the event was to inform those present of the latest Google product updates and Betas for Search, Display, Reporting and Analysis, DS3, YouTube, Mobile and Google +.
The morning took a similar format to previous events, whereby you arrive around 8.30am for breakfast and tea/coffee (delicious by the way!) then the real meaty stuff starts at 9am.
Each section is extremely informative and gives you a glimpse into what you will be able to apply to client campaigns in the not too distant future.
As soon as the time is right, we will be reaching out to our clients to test out these new exciting features.
Watch this space…..
 
 
Written by Jim Houlden


Comparing Campaign Performance over Time

Starting last month, Google introduced a new data comparison feature which is available across most metrics. This is great for advertisers who need to create efficient detailed reports comparing data across different time periods.
Once the “Compare Dates” setting is enabled you will see a small + sign appear next to many of the columns. By clicking this +, the columns will expand to show you:

untitled 1
So using clicks as an example here; click the +, this will expand the column to show you: this week’s clicks, last week’s clicks and the change in clicks followed by the change in %.
untitled 2
This functionality is very effective for account manages who need a quick way of comparing changes over different time periods and also being able to answer specific questions such as:
Which keywords have clicks increased for by 10% over the last 7 days?
Which campaigns saw conversions decrease by more than 5% over the last 14 days?
Another way to view this is by filtering the columns. For example, to see all keywords that has decreased in position by 10%:
untitled 3
untitled 4
This will display a list of keywords that have decreased in average position by more than 10%. Useful information which takes seconds to gather!
This can then be exported into an Excel spreadsheet which you can customise where you see fit if you are planning on uploading it to a report template.
Written by Lewis Barker

Get your business on Google with Places for Business!

According to Google, over ninety percent of its consumers search for local businesses using the internet – this probably equates to billions all over the world. Why wouldn’t you want to get in on this with your own business listing on Google Search and Google Maps?
This is how your business listing will show up:

foto 1
 
How Your Business Can Best Benefit From Google Places
If you are a local business, you will be able to make sure that people find out about you by listing yourself in Google places.
There are several benefits to using the Google places feature. For a start, you will have an obvious edge over rivals that don’t have a Google places listing, giving you an immediate advantage.
Another benefit is that the feature increases the likelihood of you coming up in the first page of any search results. The search engine lists its own Google places listings before the normal search results. Even if the website is not scoring highly in those normal results, you will be able to get onto the first page by ensuring that you properly optimise your listing.
In addition, customers will be able to use your business directly without having to visit your website. Fortunately, though, internet users that would rather access your business in full will be able to do so easily without too much trouble.
Your customers will also be able to leave their ratings of your business with Google places, which will naturally help (hopefully) your reputation online. There is also a chance that your listing will be shared by users of social media – for instance, when people update their Facebook status, they will be able to include their location (i.e. your business premises) – meaning that your social media visibility will then receive a boost.
 
How to Submit Your Site to Google Places
Here are the three steps to get your business up to speed with Google Places:
First is to log in with your Google Account at Google Places for Business.
Then click on “Add new business” or “Find Your Business”.
And lastly, verify your listing and click Finish.
Simple, isn’t it?
Once you’re set up, it’s a good idea to register with Google+ in order to complement your Google Places listing with social sharing, etc. If you haven’t set up a Google+ account yet, all you have to do is use your Google email address.
Try it out and start getting listed!
Written by Vidi

Google AdWords for Video – Pay As ‘They’ Watch!

Have you ever wished, either as an advertiser or a marketeer, that you could promote your business using the power of videos but unfortunately could not because of the sky-high costs that are usually associated with video ads?
Now, thanks to Google AdWords for Video, you no longer need to worry about it! Google has made it possible for everyone to benefit from the power of videos to showcase their products or services in the most cost-efficient way possible, regardless of whether you are promoting a line of self-assembly furniture or a web design service.
What’s it all about?
AdWords for Video was “officially” launched by Google in April 2012. Since then, this innovative platform has come a long way in helping advertisers get the most ROI from their ads. There are about 200 billion videos viewed online every single month by a worldwide audience of over a billion people, according to comScore. You can imagine the potential this carries for reaching your target audience!
Video Ads are currently one of the cheapest ways to promote your business online, since you only end up paying to Google when users view your ads (Pay Per View)! However, this also depends on which format you are using to push your Video Ads.
Google gives you various options of choosing the format in which you wish to show your ads on YouTube or Google Display Network, such as:
-> In-stream
-> In-search
-> In-slate
-> In-display
These formats give you the option to show your ads either before the start of a video chosen by the user or as a suggestion above or on the right side of YouTube search results.
What these Video Ads look like:

 
What are the benefits of video ads?
First and foremost, you will be able to advertise through video ads on YouTube and throughout the internet (via Google Display Network). You decide where and when your video ads are shown and to which audience they appear. You can start by using an existing YouTube video or make a brand-new one using one of the TrueView formats stated above.
Using AdWords for video, you can:

  1. Tell your story.This is your opportunity to let your audience know all about you and your product – how can it help them? Why should they buy it? Take this chance to wow them. In  fact, you can even get animated videos done which can give you options to make them more enticing, entertaining and at the same informative.There are a lot of free online tools/websites available which you can make use of for creating a decent video ad. You also have the option of using Google’s own Display Ad Builder in multiple video formats, some of which don’t have to be hosted on YouTube. You can choose from a set of pre-designed templates unique to AdWords.
  2. Reach the right audience. Only those who are actually interested in your business or product will opt to watch your ads. This means that you only pay for high-quality views, hence the term ‘pay-per-view’. Target your customers by topic, keywords or demographics like ‘men under 40′.
  3. Getting started couldn’t be simpler. Creating a AdWords for video campaign only takes a few minutes. All you have to do is sign up to Google AdWords, get your video ad uploaded, decide on the audience you’re going to target and you’re on your way!
  4. Gauge your success. Like every advertising tool, it is very important to understand if you’re reaching the right audience and receiving the right ROI. Monitor your AdWords account to track things like views and clicks and so on before visiting the Analytics section of your YouTube account to find out a bit more about your viewers. Do they watch your video all the way through or finish early? These are the tools you can use to gauge the effectiveness of the video ad.

Have a look at this video by Google to know more about how to set up an AdWords for video campaign:
 
Have you tried running a Video Ads campaign? How did you find the results? Please feel free to share your thoughts with us.
Keep reading this space, as there’s more to follow on how to create effective video ads and how to optimise them efficiently to get the best results. Until then, go ahead and unleash the creative monster inside you!
Written by Dave Bhargav, one of our Senior PPC specialists

Chromecast Adwords Advertising

Yesterday (24th July 2013) Google announced a few updates to both its hardware and software portfolios. Each of these updates have obvious consumer facing benefits, but the strategic implications for advertisers and marketeers is also an important consideration.
What should advertisers & marketeers be thinking about when looking at these releases?
Chromecast
The Big Screen! Google has had a few attempts when it comes to cracking the living room but has never quite managed it. The huge success of Android on Tablets and Mobile, and Chrome & Chrome OS on desktops has allowed PPC advertisers to access a huge range of options when using Adwords to display PPC ads. Allowing users to “sling” content from their phone or tablet to their TV for only $35 could mean a huge amount of potential for traditional online advertisers to target adwords on TV.
Although segmenting by device on the display network doesn’t go as far as Chromecast (yet), there is definitely the potential to unlock the power of television advertising through the far cheaper and more efficient auction model of adwords.
Nexus 7
Huge Nexus success will be followed up by the Nexus 7 2. Getting more users using Android tablets will give Google even greater scope for displaying ads, and tie in nicely to the Enhanced Campaign mantra of a constantly connected, multi device world.
Android 4.3
Additional language support provided providing more access and content to increasingly diverse users -> In short, audience.
Restricted profiles -> Better security for users -> Greater potential targeting for advertisers.
Improved Location -> Higher level of location based accuracy and targeting.
Gmail
New advertising format in Gmail, showing ads only under the “Promotions” tab are less intrusive, but are showing early signs of higher click-through rates as increased relevancy becomes a priority.
So what about the big picture?
90% of Media activity is now screen-based
The average user’s interaction screentime is split out as below. This shows that a huge amount of interaction time is spent on television which, until now, we as Adwords advertisers have been unable to fully harness.

  • TV – 34%
  • PC/Laptop – 30%
  • Tablet – 23%
  • Mobile – 13%

Source: https://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
The potential for a real multi device world is huge – let’s take an example of a possible conversion path of the future
A user watching on their Chromecast-enabled television streams content from their mobile watching a channel such as Vevo and is exposed to a branding advert for a new car. As they spend longer per interaction on this device the advert could be displayed at the beginning and end of an episode, making use of the HD format on a big screen.
Towards the end of the show, the user takes a second screen approach to visit the car dealer’s website from their mobile, sees the similar branded image in an Adwords PPC image extension and spends 3-4 minutes browsing the dealer’s site for a local outlet.
Browsing later whilst logged into their gmail account they notice a remarketing advert displayed in their promotions tab for “free test drive & bbq” at the local car dealership, and they sign up to the offer which they redeem in store.
Sales and marketing managers can attribute and visualise this whole process, noting drop off points in the funnel and checking the engagement levels of different visitors as they interact with the company on each device.
This is just a visualisation of what could pose to be a powerful multi-device PPC advertising platform with television being a potentially hugely powerful segment for the future.
Written by Dan Pillay

Dynamic Remarketing

Hi there, I’m Broadplace’s resident merchant centre man, and with that kind of power comes a certain responsibility – the responsibility to write a merchant centre blog post every now and then. Here’s my latest instalment in the form of a little guide to the new dynamic remarketing.
Now, as I’m sure you’re all aware, remarketing (if used correctly) can be a powerful marketing tool to help increase your ROI by capturing “the ones that go away” or enticing existing customers back with tasty little offers. However, if you wanted to target specific products to specific audiences, creating ads for each individual product would have been quite time-consuming. This is where dynamic remarketing comes into play – you simply link your merchant centre to the campaign and the merchant centre will populate your ads with images prices and a short description of the product. Well done Google, you did good!
This is what they will look like:

That’s just a little overview on dynamic remarketing, but I know you want to know a little more about it and how to set up your very own dynamic remarketing campaign. Well you’re in luck – here is a little step by step guide on how to do just that!
Creating your campaign
Go to your Adwords account, click “new campaign” and select display network only. Once you’ve clicked “display network only” it’s time to name your campaign. I’d go for something along the lines of “Dynamic remarketing” but I wouldn’t want to stifle your creativity if you want to go with something a little more interesting.  Choose the campaign type “Display Network only – Remarketing”. This campaign type will let you take advantage of all the inbuilt optimisation tools which means less work for you! Once you’ve done this, click “set up dynamic remarketing”.
Woo-hoo, you’re done!
.
.
.
Well, almost…
After clicking “set up dynamic remarketing” you’ll be prompted to email yourself, or your webmaster, the remarketing code to be put on your site. This is important to do otherwise you’ll find that your remarketing doesn’t work. The code is like a Ferrari’s engine – yes, it still looks pretty without it, but it’s not a lot of good to you and it definitely won’t work!
Once you’ve emailed the code to either yourself or your webmaster click “continue” and Google will generate four remarketing lists for you.
Here is Google’s description of the lists:
General visitors – those who visited the website but didn’t peruse any specific products. The dynamic ad for this group includes the most popular products from your site.
Product viewers – those who looked at specific product pages on the website but didn’t add any products to their shopping basket. The dynamic ad for this group shows products that visitors looked at and also include other recommended products.
Shopping basket abandoners – those who threw things into the shopping basket but didn’t end up completing the purchase for whatever reason. The dynamic ad for this group prioritises the items added to the shopping basket and mixes other viewed and recommended products.
Past buyers – those who have bought things from you previously. The dynamic ad for this group shows related products by examining both popular items and things that are often bought together.
Now it’s time to set your bids and budget – obviously this is entirely up to you with regard to how much budget you would like to devote to remarketing.
Make sure that the “Enable dynamic remarketing” checkbox is selected and that product extensions are available in the drop-down menu, Choose the product extension that you want to link to the account and then select the extension ID that matches your Merchant Centre account. Now all you need to do is change your language and location settings and select “save & continue”.
You’re now ready to create your ad groups.
Create a new ad group that you can call “All Visitors”. Set an ad group bid, then Click the “>>” button next to these four remarketing lists to add them to your ad group:
General visitors
Product viewers
Shopping basket abandoners
Past buyers
The default membership duration for these lists is 30 days. Now click “save & continue”.
Now it’s time to create some shiny new interactive adverts. This doesn’t take long as Adwords does most of the work for you.
Go into your “all visitors” adgroup and click “new ad”, select “display ad builder” and click “dynamic”. This will bring up the templates for the dynamic remarketing ads – once you’ve selected your template and uploaded your logo you’re good to go (well, as soon as your remarketing lists get big enough – you only need a list size of 100 so this doesn’t take very long).
And there you have it – I hope this little guide was helpful. Stay tuned for more merchant man insights coming soon…
Written by Richard Heelas, Merchant Centre man


Broadplace reviews the SMB market at the Google Leadership Summit, Dublin

Google held a Leadership Summit at their Dublin offices on July 9th and invited Broadplace Advertising as one of the agency panelists. The agency summit was designed to provide valuable insight for key Google stakeholders into the SMB agency market. A select panel of 5 agencies across the Northern and Central European territory were invited to attend and speak as thought leaders from within this arena. The attendees from Google were a mixture of VP’s and Directors across various Google functions such as Marketing, Sales & Product Development and they included representatives from Europe as well as Mountain View, California. Our Sales & Marketing Director, Ajay Syal, was invited to represent Broadplace as one of only 2 UK agencies in the panel.
 

Ajay Syal, MD Broadplace reviews Google SMB market
Ajay Syal, MD Broadplace reviews Google SMB market

                         
The morning started with a panel discussion where Broadplace was asked to review and discuss a statement regarding the growth of the SMB market through optimal search performance. This was followed by a Q&A session with the panel.  The Broadplace review of the SMB market trends and its growth provided vital and useful insights during the discussion.
Lunch was hosted in the new Google building called The Foundry. The Curator of The Foundry gave the panel a guided tour of this purpose built event hosting building. In true Google style The Foundry was inspiring and full of cutting edge technology including 5 huge 60 inch monitors that interact with attendees as they enter the building. The Foundry boasts a 400 seat auditorium and even a Google shop stocking all sorts of trendy clothing and goodies emblazoned with Google logos and colours. The panel was invited to shop in store with complimentary gift cards! Ajay decided to pick himself a nice new sweatshirt and a Google babygrow for his newborn nephew- but nothing for the office- We’re sending him back next week!
 
Ajay Syal, MD Broadplace reviews Google SMB market
Ajay Syal, MD Broadplace reviews Google SMB market

                             Broadplace Review and discuss at the agency Summit with Google
The afternoon continued with the same theme but in smaller breakout sessions enabling Broadplace, the panel and Google to review the topic in finer detail. Broadplace and the other agencies were also invited to review and feedback on service levels provided by the Google team. The day concluded with a Meet and Greet with Google Directors/VPs.
 
Ajay Syal, MD Broadplace reviews Google SMB market
Ajay Syal, MD Broadplace reviews Google SMB market

                                 The Foundry @ Google Dublin
Google gave very positive feedback on the day and Ajay commented, ‘the day was a great opportunity for key agencies like Broadplace to provide valuable feedback and suggestions directly to the top of Google! It was also great to share knowledge and benchmark with other thought leaders and agencies within the industry and we hope that we can be an integral and regular part of this process in the future.’
 
Ajay Syal, MD Broadplace reviews Google SMB market
Ajay Syal, MD Broadplace reviews Google SMB market

Written by Ajay Syal, Thought Leader

Top Movers Report – Dimensions Tab

Sometimes it can be very difficult to identify exactly which areas you need to watch in your account. You log in to check the previous day’s activity and a KPI has dramatically changed – that causes you to check your Campaigns, Adgroups, Keywords, Dimensions, multiple date ranges and your Change History to try and work out exactly what has changed and why.
Enter the Top Movers Report. Google has introduced an ‘at a glance’ view to show you what Campaigns and Adgroups saw the biggest changes in clicks and cost, and to give some suggestions why those changes happened. You’ll find it on the Dimensions tab menu:

This will then compare two consecutive time periods (with equal lengths) and you can compare over 7, 14 or 28 days.
At the top of the report, Google will look at the biggest changes in Clicks or Cost and these become your Top Movers. The summary table is quite vague in what it shows – for your Top Movers, here are the top line figures:
Some things in this account have increased, some things have decreased. If you keep on top of your account, you would have spotted this fluctuation in stats – however, it does give a good overview of any potential red flags.
The most helpful part of the report is below the table. You get a list of the Top Movers (which are either Campaigns or Adgroups) and details of how they have moved:
You then have the option to view the Change History to remind yourself of any changes you made to the account, and then you will be able to see if you need to undo that work, or make additional tweaks to it – if it’s a positive change, you may decide to roll it out to other Campaigns! The ‘Possible causes’ section only takes into consideration activity done within your account – it will not, for example, pick up the fact that your closest competitor has doubled their budget and increased their bids.
You can view the top movers by either Cost or Clicks – just use the headers of the summary table to switch between the two. In my opinion, I think Google need to add Conversion metrics to this (especially for the 28 day view) so that it’s easy to see the real impact of the cost and click changes – if your cost has doubled but your conversions have too, that’s surely a good thing!
Written by Chris Davenport-Smith

Image Extensions

With product ads taking up more and more of the SERP (search engine results page) real estate in recent months, searchers and search advertisers alike have become more accustomed to seeing images directly in the SERP. In fact, according to Google, 1 in 6 searches now bring up results with “visual content”.

 
This example, as well as others found online during the BETA phase, are interestingly found being shown in conjunction with another ad innovation, “Google Hotel Finder”, meaning that a searcher is provided with a great deal of information directly in the results. Price, Star Rating & Images and a comparison are all available.
 
In searches for retail products such as “galaxy note 2”, we can see the image extensions in use alongside the product listings. In these high competition examples, where the competition is keen to use all available search marketing techniques, and where searches are particularly savvy and familiar with zoning out of irrelevant ads, having a first mover advantage on any ad innovation can make a huge difference.
 
Although tech and retail could steal some benefit from these, the real industries in mind for Google appear to be in those such as Travel & Automotive, which are industries with high margins that haven’t been able to make the most of Product Listing Ads like smaller retailers.
For these industries, tying a visual snag to a strategy with a longer conversion path in mind is key. Although throwing image extension ads onto your existing ads may help you increase CTR in the short run, I think the long term benefits for advertisers using these lie in incorporating these with finely targeted re-marketing campaigns which play around the same images.
As with any new adwords product launch it is important to monitor the impact this has on both you, and competitors in an ever-changing search engine marketing landscape.
Written by Dan Pillay, one of our search engine specialists

Seller Ratings Extensions – A Star is Born!

Ever wondered what makes your competitors drive more business compared to yours? Ever thought how to make the best use of your happy & loyal customer base? Well, your questions have been answered by The Almighty (read: Google)!
About three years ago, in June 2010, Google introduced a refreshing new Ad Innovation as part of their Google AdWords platform. It’s called Seller Ratings Extensions. Since the introduction of this feature, advertisers who were quick enough to make use of it have experienced a significant increase in their overall Click-through Rate as well as conversions.
What’s it all about?
Seller Ratings Extensions show legitimate customer ratings & reviews about sellers as part of their AdWords ads. In simple terms, these reviews reflect how a customer rates a business.
This is how the Seller Ratings are displayed when an ad is eligible to show the ratings:


As you may notice in the above screen grab, two out of three advertisers are making use of Seller Ratings Extensions, clearly making their ads more noticeable as compared to one of the advertisers who is not showing any ratings, thus giving the other two advertisers an edge.
Moreover, the top ad has accrued over 10,000 reviews, which by far exceeds the number of reviews accrued by the second advertiser, thus making the first ad a more obvious choice to click on!
Let me tell you about one of our clients, who provides a service of transferring video tapes to high definition DVDs. The ads for this client always appeared within the top 3 positions, yet for some reason, they used to lose some of the traffic to their competitors who also appeared within the top 3.
One thing we noticed was that none of their competitors were making use of the Seller Ratings Extensions. We instantly grabbed this opportunity for our client and after doing a bit of research, we recommended them to sign up with one of the review sites, and start collecting reviews from their existing and future customers.
This is how their ads look now .


Since the introduction of Seller Ratings with their ads, the client’s CTR has gone through the roof and it has also doubled the orders coming through!
Needless to say, their ads stand out more prominently and garner attention as compared to their competitors’ ads.
How do I acquire these stars?
Seller Ratings are nothing but customer reviews which are collected from a wide variety of sources across the Internet. These sources include some of the prominent review sites such as Trustpilot, Review Centre, Caio and Shopzilla to name a few.
Some of these review sites have a monthly subscription fee and some offer this service for free. Once you have registered with any of these sites, you can start collecting reviews from your customers by sending a link of your Review page maybe after a couple of weeks of delivering the service/product.
You may also register with more than one review site as Google aggregates all the reviews for your website and shows the average ratings based on all these reviews.
Unlike before, Google has made the eligibility criteria a bit stricter. Although you do not physically need to make any changes or amendments in your AdWords account, you’ll still be automatically opted in to showing seller ratings once you have met the eligibility criteria.
The criteria in a nutshell are:

  1. Your AdWords campaign should be opted in to “Search & Display Networks” or “Search Network only.”
  2. The customer has to search on Google.co.uk, Google.com, Google.fr, Google.de or Google.nl.
  3. You have to be an advertiser that offers customers paid goods or services or a company that facilitates the trading of products or services via an online marketplace.
  4. Your business must have at least thirty unique reviews from the last year, and a composite ranking of 3.5 stars or more on Google Shopping.
  5. It is not necessary for you to be signed up to a Google Merchant Centre account for your ads to be eligible to be rated by sellers.

How much will this cost me?
Now, you as an advertiser may think this may be just another way for Google to charge you more for the AdWords clicks. Fortunately, that is not the case.
Google will charge you an identical amount for all the clicks, no matter whether the link that is clicked is in the ad text or in the seller rating. In fact, if customers choose to click through to see the reviews of your business, you won’t be charged for these clicks!
The only additional bit you may need to pay for is when you sign up for a paid service with a review site.
I do not sell a retail product. Am I still eligible for Seller Ratings?
You certainly are! Although the business reviews are collected on Google Shopping, seller ratings extensions also include reviews for non-product retailers which means that, if you are providing a specialised service, you may still be eligible for showing Seller Ratings with your ads.
How can I improve my seller ratings?
The simplest method of improving your business’ ratings & reviews is to continue delivering outstanding customer service.
Remember, if your customers are happy bunnies, they will happily rate your business well and also help in spreading the word, which will in turn make you a happy bunny!
Written by Dave Bhargav, one of our PPC specialists

Struggling With Creating Display Ads?

If it’s imagination you lack when creating image ads, or it’s too time-consuming to find the perfect layout, pictures and text, why not make use of the Display Ad Builder located in your AdWords account? This is a free tool that allows you to create ads using your own personalised logos and text. You can also upload your own custom images (via Simple or Flash) and videos to create engaging click-to-play video ads.
This nifty tool provides you with over 100 different templates, with a variety of different themes ranging from seasonal designs to industry themed layouts.
Where do I start?
Firstly you must log into your AdWords account and select the campaign you wish to run the new ads in, and then select the “New Ads” tab.

 
Once you have chosen your desired campaign, it’s then time to choose your template. Now, I know I said that this tool is meant to save you time, but because there are so many designs I have found myself taking a while browsing through the different styles as there are so many to choose from.
Templates
With a template for near enough every industry, finding one is simple. You can also filter the templates to show you the most popular designs as well as the layouts which have accumulated the best click-through rate used by other advertisers in the past.
The editing option enables you to create a customised headline, description line and gives you the option of importing the logos and images of your choice. You can also choose from a range of colours and fonts that best relate to your site and convey your message to the user.
 
Short On Time?
If you are really short on time and the idea of scrolling through ad templates doesn’t appeal to you then don’t worry because there is an even quicker way to create the perfect display ad in a matter of minutes by using the suggested ads feature.
After a few seconds this tool will scan your site and create ads adjusted to your website’s style and messaging.


 
These suggested designs are not perfect but they are a great place to start – in addition, it would take less time to make the necessary adjustments than to build one from scratch.
Remember that once you have finished and reviewed the sizes, whenever you make changes and edit the ad you will be editing all size variations at the same time, so keep that in mind when you readjusting image and font sizes.
Written by Lewis Barker

PPC Campaign Performance – Post Enhanced Campaign Switchover

When news trickled through a couple of months ago about the proposed changeover from Google’s Legacy campaigns to their successor Enhanced Campaigns, similar to many other PPC account managers I was unsure about the future of the PPC landscape and the effects it would have on smaller, low-budget or low converting campaigns. Talk of increased CPCs and costs as a result of newly introduced bid multipliers had me asking myself, “How am I going to be able to compete with the bigger players in the small-to-medium-sized market in the future?” It would appear that we could end up being priced out of the market.
Solution – For one of my campaigns with a budget of approx £600 per month, I decided to switch the campaign over to the Enhanced Campaign model at the earliest opportunity. By getting up to speed on the new interface layout and taking time to research the various new options available to me with Enhanced Campaigns, it meant I could choose the most appropriate strategy for the client. After studying the account data for the previous 60 days and applying this knowledge to the campaign, hopefully we could make the transition from Legacy to Enhanced as smooth as possible for the client – and for us.
First of all, I checked the last 2 months’ worth of data and sorted it by what conversions came through on what day of the week so that I could experiment with the new bid multiplier feature. As this data did not have any particular trend, I decided to go deeper and look at the hour of the day conversions came through most frequently and this gave me some better information.

As conversions were coming through between 8am and 2pm, I decided to use the Enhanced Campaign bid multiplier to increase my bids on my keywords between 6 am and 2pm by 20%, as this is when clicks started to come through in the morning.
Not only did I use the bid multiplier to bid up on CPC during the best converting hours of the day, I also applied this to the country that they were targeting in order to further maintain strong advert average positions throughout the day to users in the desired locations.
All of these changes meant that a bid of 35p on a keyword that triggers an advert at, say, 9am in the morning in our targeted location, may end up being as high as 46p under the new bid multiplier. A possible 31% increase in CPC would make some advertisers quiver in trepidation at the increased costs of the campaign that this may produce, but let’s have a look at the 60 day comparison since switching to Enhanced Campaigns and adding the bid multipliers to the campaign below.
While overall traffic and exposure has reduced a little in the last 60 days, CTR and CPC has remained stable but conversions have increased and cost per conversion reduced. I was surprised to see the CPC stay the same despite the introduction of bid multipliers – just because the keyword Max CPC bids increase, it doesn’t mean that the actual CPC you pay for the click will dramatically change and this is good news for my client.
One slight admission during this process was that I did not simply let the campaign run – the one cardinal sin of PPC management. Constant bid assessment, search query monitoring and other work was carried out in the last 2 months. The campaign budget stayed the same, making this exercise a rather fruitful one, especially when we look at pre and post Enhanced Campaign data.
Switching to Enhanced campaigns need not be a scary proposition for advertisers with a small-to-medium-sized PPC budget. Be sure to take to time to analyze your account data from previous months/years and familiarize yourselves with all of the new features of Enhanced Campaigns – then you will be armed with the tools to make even a small campaign continue to deliver cost effective results.
Written by Dominic Hart

Time for the Yahoo! Bing Network to be taken seriously?

So, you’re feeling pretty pleased with your Google AdWords campaign…..CTR is good, ads are relevant and deep linked to appropriate pages and due to your excellent quality scores you are being rewarded with low CPC’s and ads that consistently appear in the prime real estate positions. Pats on the back all round!
As any search marketer knows, AdWords is the natural first choice for paid search advertisers for a couple of reasons, notably better impressions and click-through rates. With a market share of around 90% in the UK, online businesses both large and small know this is where they have to be seen without question.
However, search campaigns that run on the Yahoo! Bing Network often result in better ROAS than similar campaigns on Google AdWords. Due to lower volume, however, Bing Ads has often been labelled as ‘nice to have’ as opposed to ‘must have’.
The advantages of YBN (lower CPC’s and less competition for ad position) offer a good opportunity for advertisers who want to make the most of their search efforts, so isn’t it about time that smaller advertisers started to think about the benefits of setting up an account on Bing Ads?
According to Nielsen Net Ratings, September 2012 comScore Core Search (custom), June 2012 report there are 18.8 million unique UK searchers on the YBN. Of that number, 3.8 million users are not on Google (source: Nielsen Net Ratings, Sept 2012, comScore Core Search (custom) June 2012, DCLG).
It also notes that searchers who use the Yahoo! Bing Network are nearly sixty percent more likely to be potential buyers than most UK searchers. As an ex-Yahoo! employee, we were sent out to market armed with the phrase that YBN users were searching with a credit card in their hand! This research appears to back this statement up.
Following Google’s February announcement regarding Enhanced campaigns, advertisers’ attention will have been focused on upgrading to the new structure. Those who also utilize Bing Ads and have been able to import their campaigns to that platform may be wondering what effect it will have to bring their campaigns over if Bing Ads does not have concepts and features related to campaigns which have been enhanced. Well, the good news is that Bing Ads confirmed via their blog last month that they would be updating their product to make sure that advertisers are able to carry on a seamless transition between both platforms.
Ads that are marked as Mobile Preferred for AdWords will not be shown on desktops or tablets on Bing Ads. In addition they plan to support negative bid percentages in addition to mobile and location radius targeting, which ensures that ad campaigns that need to use these features as part of AdWords Enhanced campaigns should be able to anticipate this functionality when they are imported into Bing Ads.
These changes are due to take place a few weeks after the mandatory Enhanced campaigns migration date of July 22nd 2013 so surely now is the time for the Yahoo! Bing Network to be taken seriously.
What are you waiting for?
Written by Jim Houlden, Head of Client Services


Data Feed and PLA Optimisation

As I’m sure you all know by now, Google has changed the “Google Shopping” search results from a free service to a completely paid model. Now, I have heard quite a few moans and groans about this from various different retailers, but I am a firm believer that it is actually a good thing – if your data feed and PLA campaigns are optimised correctly, it can be extremely profitable for you. However, on the flip side, if you are not ready you could see your business suffer. This is where my helpful little blog comes into play: I will reveal the basics of data feed optimisation and PLA optimisation to you so you’ll be able to use this new change to your advantage, because as you can see for a lot of specific products PLA’s have taken over…so don’t miss out!

Most people generate feeds automatically from their e-commerce software or through content management system plug-ins which create an .XML or .TXT (or other similar formats) file which Google merchant centre pulls automatically from the back end of your website. These are a good basis for an initial feed but can also be a little rough around the edges. Personally I’d recommend storing your data feed in a Google Docs spreadsheet and making manual changes to prices and whatever else needs changing as and when they’re needed. All you need to do is download the feed into a spreadsheet and upload it into Google Docs – you can set the merchant centre to pull it from there either on a daily weekly or monthly basis but I would opt for a daily upload so when you make changes to the feed they are automatically pulled the next day.

 Once you have your spreadsheet in Google Docs you’re ready to optimise it. I have an example of the columns I set out as standard for UK campaigns, but for feeds targeting other countries the required attributes are slightly different.
As standard here are the attributes I include in my feed (I will be using an electronics retailer as my example throughout the rest of this blog post)
httpss://docs.google.com/spreadsheet/ccc?key=0AlAvnBaZC1NEdHg0Rk1MejdTSXZXQUhJMlZ6bjZIU3c#gid=0
 
Let me briefly explain the columns to you
ID: The item’s identification
Title: The item’s title
Description: The item’s basic description (ideally no more than 70 words)
Google_Product_Category: Google’s categorisation for different industries products
Brand: The brand name of the item
Condition: The condition that the item is in.
Link: URL that links directly to your item’s page on the website
MPN: (Manufacture Part Number) A number which uniquely identifies the product to its manufacturer.
Price: The price of the item
product_type: Your category of the item
UPC: Universal Product Code
image_link: A URL link to a picture of the item
additional_image_link: Additional URLs of images of the item
Availability: The availability status of the item
adwords_grouping: (this is an important one for later optimisation) This is how you wish to separate your products in AdWords.
Now it’s time to go through your feed editing where you see fit, so if, for example, your auto feed generating tool has a short title (let’s say you have a 3D TV in your feed) and the title generated is simply

32 inch 3D TV

This is a very generic title and could use a little more detail, for example;

LG LM3400 32 Inch HD Ready 3D LED TV

This new title includes the brand MPN and a couple of other details. This could help your ad trigger for more specific searches if people are searching for the specific brand or manufacture number.
The same applies to the description – check through it to see if you can make it a bit more specific to the product, but don’t make it too short or to long, Google recommends using between 500 and 1000 characters.
ALWAYS CHECK YOUR LINKS. If I was given £1 for every time I’ve logged into a client’s merchant centre for the first time and seen broken links or broken image links, I would be a very rich man! It only takes a few minutes to check your links, but I could be the difference between your product showing to people who are ready to make a purchase and making you some money or your product gathering dust on your warehouse shelf.
Adwords Grouping Attribute: here is where you can start having some fun. This attribute will ultimately determine how you wish to group your products in AdWords so you can control your bidding structure. For example, if you have 100 products with a price range between £100 and £2500, you are going to want to bid less and budget less for the products in the lower price range compared to the products in the higher price range. If you were to place all your products into one adgroup, you could find your budget being exhausted by the lower priced products and ultimately affecting the return on your investment.
Also make sure you check your AdWords grouping is working by clicking the validate button!

 
If you don’t check this and you’ve miss typed your AdWords grouping trigger your campaign wont run any ads!
BUT DON’T FORGET!
Once you’ve optimised your data feed and categorised your products into price or any other strategy you wish to pursue it’s not a case of sitting back with a glass of champagne and counting your money – just like standard AdWords search network campaigns, there is always room for tweaks and improvements. Once your campaign has accrued some data, look for ways to increase your ROI even further and look at your top performing locations to see if it is worth adding bid multipliers to gain more of an impression share where your campaigns are converting more. How is the traffic from mobile phones performing? Are you getting a good conversion rate from people who are searching on their phones? Is it worth adding a bid multiplier in there? Are you getting a lot of impressions and clicks in a certain area but not getting any conversions? It might be a good idea to set some location exclusions. If you love analysing trends and data like I do, you will always find ways to improve your campaign.
In summary, a fully optimised feed and well structured ad campaign can really drive traffic and sales through Google shopping, even more so than when it was free – start reaping the benefits today!
Written by Richard Heelas, Merchant Centre man


Event Tracking Horizon

Making decisions relating to PPC is all about seeing things clearly. As an account manager you can optimize an account as much as you want but your decisions will only be as informed as the data you are working with.

 
Experienced account managers will know that 1 in 5 Adwords accounts are neglected after set-up.  This commonly means that an account is put in place and keywords are implemented, but little or no attention is placed on gathering information about what the clicks that are gained actually end up doing on the site or landing page in question.
 

 
For the modest Adwords user, adding conversion tracking code to a thank you page can be a way to monitor the amount of Adwords users who are completing a form or visiting a URL that you deem valuable. But what if, for every ten customers on my site, only six fill out this form?
 

 Do those customers who clicked on a link to email me, or pressed the “ask a question” button on the site rather than the full quotation form, really have zero value to me as an advertiser?

The chances are “no”, and with a growing amount of time spent online for users spent liking, favouriting and sharing, even more actions are becoming of note to the average website owner.

 
So What is Really Going On?
With Google Analytics installed on the site, Event Tracking in analytics gives me much greater visibility into what users are doing on any of my client websites. All we need to do is generate a simple piece of code for any link, button or video that we want to track the use of, and suddenly we can visualize a wealth of data about that element within the analytics interface.
There is a variety of documentation about how to build a piece of event tracking code; none of which is exhaustive. However the basic anatomy is as follows:

  • Category –
  • Label –
  • Event –

Combine these elements with onClick=”_gaq.push([‘insert anatomy here’,]); and we are well on our way to seeing how our site is being used. We’ve built a handy calculator here in the Google doc below to help you get started building an event, along with a few common examples.
Just make a copy of this document and you should be able to enjoy full editing and tweak it as you need:

Analytics Event Tracking Generator

 
The Arc is Built…What Now?
The final step in using an event is seeing it in action in analytics. My favourite way to verify that an event is working is by using the new Live Events function in analytics which allows you to see in real time as an event is fired on the site. Ask a colleague or client to visit the site and play around while you sit back and marvel at your new found visibility.
 

 
History
You can also view historic events underneath the content tab in analytics under events>overview. Here you can use the elements of the anatomy explained earlier to filter and browse through the events in a non-destructive way for easy and quick analysis and benchmarking.

 Goals
Finally, don’t forget you can set up any event to be a goal within analytics in the same way you would set up any other goal under the admin>goals menu. You can also assign events values or group them in different ways to create further patterns of values for your visitors.
In short, using events along with simple conversion tracking can provide a much more robust way to measure the effectiveness of your digital marketing campaigns and is a vital tool in uncovering user behaviour and optimizing your on-line experience.
 

Written by Dan Pillay

Help – My CPA Is Too High!

From time to time I have to work with a client whose primary focus is achieving a specific CPA, and it requires a completely different approach to any other objective that you can be set. Here are some things that I look at when aiming for a required CPA.
Firstly you need to work out what a ‘Conversion’ actually is. One client I work with had five different conversion types set up in his account, but was completely unaware of it. There were 5 Goal Sets in Analytics, each with one Goal and all of them tracking the exact same function, but under different names. This meant that the CPA the client was actually achieving was five times higher than he thought it was! If you have multiple Conversions set up, what is the difference between them? Are Conversions being double counted, or are they all unique? Without knowing the answer to this, your whole Conversion Data is effectively useless.
Next, the Conversion cookie is active for 30 days. This means that if someone clicks on an ad on March 1st, but then actually converts on March 30th, the conversion will be attributed to the click on March 1st (providing that other ads were not clicked during this time). This means that Conversion data is not accurate until 30 days after the last date in the date range you are looking at! Here is one of my client’s Conversion data when looking at his account at the start of February:

Here is the same client, looking at the same date range, at the start of March:

You can see that we have gained 47 conversions and shaved 22p off our Cost/Conversion. I would advise that when you are looking at your Cost/Conversion, you need to be looking at a month ago and working on those stats. Obviously use current stats as an indicator – if you are spending £1000 and getting 0 conversions, there is a problem!
For your client’s account, this may not necessarily be a problem – looking at the Search Funnels the majority of people on this example site convert on their first visit:

One thing you should implement is Remarketing. This will allow you to show ads to people that have visited the site, but not purchased, in order to keep your business front of mind. This will help with your overall Cost/Conversion as people will be more likely to purchase from you. You can see that you have achieved 572 conversions from people visiting this site more than once. Hit people with an offer during their consideration period and watch them come back and buy from you. You can then factor in View-Through Conversions; someone seeing your Display ad, typing in the URL manually then purchasing.
In the example above I used Conversion (1-per-click) metrics because the client is particularly interested in first time sales directly from Adwords. However, for the majority of your clients you should be looking at Conversion (many-per-click) metrics. Conversions (many-per-click) count a conversion every time a conversion is made within 30 days following a click, and this gives us a better idea of the actual value of the business that Adwords brings in. Looking at the same client as above, here are the 1-per-click metrics versus many-per-click metrics:

The real benefits of the Adwords account are hidden when you only take a look at 1-per-click metrics; educate your client!
You also want to consider Assist Clicks and Impressions. When you see a Conversion being attributed to a Keyword, you’re not seeing the whole picture. These metrics show how keywords have been part of the purchasing process, but were not the keyword that finally led to a conversion. If these keywords were not present in the account, you may have lost conversions! Here is an example:

The two keywords highlighted in red did not convert – however, they were part of 4 other conversions! This is something you have to be careful with when looking at pausing non-converting keywords. My advice to you would be to look at the last 6 months’ worth of data (make sure your last date is at least 30 days ago) and highlight any keywords that have been active for the whole time, and that have not had any Conversions or any Assist Conversions. You can then quite confidently delete these from the account.
Next, highlight any Adgroups that are above your target CPA. You now need to investigate why the CPA is so high, so run a Search Term Report for the Keywords and find out what searches are actually triggering your keywords. Add in converting terms to bid on them and add any irrelevant/costly terms as negative keywords. Also take a look at the advert that is being triggered – is it accurate? Does it land on the right page?
Finally, manage the client’s expectations. Although the client wants a certain CPA, this is not achievable overnight, and is a long-term goal. You should just be looking to bring that CPA down little by little. If you try to facilitate a large improvement in one go, you will probably just end up frustrating your client and causing them to lose conversions!
 
Written by Chris Davenport-Smith, one of our PPC gurus.

Top things you need to know about SEO

Nowadays, if you want your website to get any attention, SEO is hugely important. With more and more people relying on online searches, not just on their computers but on their smartphones and tablets too, it is vital that you ensure you are ranking highly to get the attention you need to stay ahead of your competitors.
There are three main things you need to focus on in order to run a successful SEO campaign. The first is keywords. You should have between five and ten keywords but no more than this, and you should ensure they are all relevant to your website. Think about what people are most likely to type in to Google to find your website. Include keywords in your website content, especially on the first page and preferably in the first paragraph, as well as in titles. Having a keyword in your domain name will be a great help.
The next thing you need to think about is backlinks. Google will rate your website as having high relevancy to the keyword if you have built up a lot of good quality backlinks, i.e. links on other websites which lead back to your website. These links cannot just be placed on any website, however. A backlink on a website which has some relevance to your website will be considered much better quality than one from a website with nothing to do with yours. So if your website is about breeds of dog, a link from another dog-related website will be considered much more relevant.
The final step is to have good content. This means clear, to the point, friendly, relatable and informative content which visitors can rely on. Content should be keyword optimised and should use sitemaps. The better the quality of your content, the better your chances of ranking highly.
Even if you only have a basic understanding, you can still rank highly with the guidance of SEO consultancy. Companies who offer SEO consultancy will have an in depth knowledge of how SEO works and will be able to advise you on the best ways to get your website ranking highly.

Data refresh on Panda 24 and why it’s not an algorithm change

Although it had previously been rumoured, and was reported by Searchengine Journal’s Barry Schwartz, Google finally revealed the Panda 24 update themselves on January 22nd via Twitter. This explains why many webmasters have complained about their loss of ranks recently while Google has enjoyed a staggering revenue of $14.42 billion for the last quarter of 2012.
The link they posted leads to a post which was written by Amit Singhal, the head of the core ranking team. The post describes what is required in terms of content to make it good quality, and the effect this can have on your rankings, therefore explaining to businesses why a solid content strategy is important. Some of the things which affect the quality of content are the accuracy of the article in terms of spelling and punctuation, as well as the facts included, how trustworthy the website appears, and whether or not you would be happy to share the page with a friend yourself.
The update was, contrary to what many people believe, not an algorithm update, but was instead a data refresh, which will affect 1.2% of English queries made on Google. The reason many people have noticed a drop in their Google rankings is that Google bots are constantly searching for new websites and content, and collecting data. Once a certain amount of data has been collected, Google will activate the pre-configured algorithms so that they affect new content as well as old. If existing websites are of low quality, they may find themselves penalised and lose their Google rankings, whilst websites which have made improvements will be indexed and may see an improvement in their Google rankings.
There will often be controversy about websites which have broken the quality guidelines but are still receiving high rankings and are not being penalised. However, that does not mean that they won’t be penalised. It means that Google has not yet refreshed its data, and the websites may find that they lose their rankings when the data is updated.
Algorithm updates differ to this, as this is when Google actually makes changes to their code, meaning there are different guidelines and different things which will determine a website’s quality, and therefore its ranking. When an algorithm is changed, it will affect search results on a huge scale. Some of the recent changes made to Google’s algorithm have included Penguin and Exact Match Domain.

What to focus on with your pay per click campaign this year

Over the New Year, there are several things you need to be testing with your Google Display Campaigns. Many people will be more inclined to focus on the Search Network than to put too much time into their display campaigns. However, it’s still important to be checking their performance.
Firstly, you need to have a good understanding of how well both your text and image ads perform, and any differences between them. If one performs better, and has a lower conversion cost, then that’s the one you should be focusing on, as it will save you money and get you better results. You also need to compare how well the different types of image ad perform. For example, static images may receive a higher CTR than moving images, and vice versa. Different size images might also perform differently. Another thing you’ll want to check out is how your campaign’s performance varies over different devices. Desktop, mobile and tablet display campaigns may all have different results, so it’s important to check what works best for you and what needs working on.
Another thing to focus on with your pay per click campaign is your target audience. You might think about demographic targeting, to make sure your ads are reaching the audience you want them to. However, options are still fairly general, so users have to trust Google’s judgement on what will appeal to people of different ages and genders. You should make sure you are making use of the other targeting options, such as contextual targeting, or topic targeting to make sure the people who see your advert will actually be interested in it. When re-marketing, especially when using pay per click, don’t just target your entire list of site users, but be more specific, and target those who have actually shown an interest in your product before.

How Integrated Are Social Signals And SEO?

As early as 2010 there were rumblings of the potential impact that social networking could have on a company’s ranking on search engines. Two years on and we can all agree that, yes, there is a definite impact and, yes, if you’re not using social media marketing you are missing out and, yes, we know exactly how you can turn this around.
In the same way that MP Nadine Dorries has recently claimed that “it is important that MPs realise that you need to go where the public go. More people vote on X Factor and I’m A Celebrity than they do in the general elections,” the same advice should be taken by company’s advertising online.
Be present where the public is. These days everyone who is anyone is on Facebook, Twitter, Linked In, Pinterest, YouTube and Google+, and that’s just for starters. There is also MySpace, DeviantART, Live Journal, Tagged, Orkut, MeetUp, Blogger, Flickr, Bebo, Digg, Technorati, SkillPages, StumbleUpon as well as hundreds of others! Plenty of these are specific to a general interest or even an industry, so you need to be aware of who is using which sites and for what.
Immediacy is the mot de jour for social media marketing and that is because companies can now interact with their customers, or potential customers, and can have a direct impact. The more people that ‘Like’ your company on Facebook, follow you on Twitter or are in your ‘circle’ on Google+ can increase your ranking through social signals. A social presence can also prompt indirect impact, for example, through links to your pages, positive reviews and shared content from your site.
Reacting quickly (preferably immediately) to comments and discussions on social media sites can open up a whole host of new potential customers. How so? Well, today’s teenagers will be tomorrow’s clients and teenagers are all over social networks. It is no longer enough for a company to set up a Facebook page only to leave it dormant, you must engage! Or hire an SEO company to engage them for you, and for that you will be rewarded with better conversion rates, improved brand awareness and word of mouth referrals. The more information there is on your page to share, the more likely you are to receive new followers and therefore rankings (and hopefully sales!).
Still not convinced that social media will influence your SEO? Then let us, as an SEO company, say it plainly: Google is incorporating social signals into its ranking algorithm. Companies that are actively liking, tweeting, sharing and +1ing are appearing in more searches and are enjoying higher rankings. They also have enhanced their credibility as a business by creating and maintaining a social presence with their customers. Essentially, if you want to do well in business, then get a social life.

Enjoy Better Video Rankings on YouTube

Everyone wants to get the best rankings they can on YouTube. But it isn’t as easy as it looks. Or is it? Let’s find out whether you could improve on your own rankings. It could be easier than you think.
Take a look at one of your YouTube videos. Is it the best it could be? You know the video is really good but you need to be sure you get people to find it so they can see how good it is. This means making sure you have a good strong title with appropriate keywords in it. You also need to make the most of your description. Leaving it blank won’t help your case, and it won’t help your video rank more highly either.
In fact one of the best things you can do is to transcribe your video or get someone else to do it for you. Just make sure it’s done professionally and without any errors if you get someone else to complete it.
Once you’ve done the best you can with the content, you have to make sure more and more people are able to see it. Don’t just sit back and hope thousands of people will search for it and watch it of their own accord. Give them a little push. Make sure you tweet it, stumble it, post it on Facebook and even link to it from your blog. It will be easier once you get followers because they’re more likely to watch everything you post. But until then (and even after that happens) make sure you have everything going for you. Promote your videos and start to get the ball rolling. Once you’ve done that you can see what feedback you get and respond to it accordingly.

Bing’s Redesign Of Their Search Engine

The search engine Bing, will soon launch its huge redesign of its already popular search page that aims to produce better and more useful results than the current design. The reasoning for the redesign is that the team at Bing feels that people now use search engines in a different way; nowadays people use them to do things in the real world, and the simple list of links does not provide enough information for users.
The impressive new design will feature three vertical columns, with organic results as the main section on the left, the middle pane containing additional information and social insights being shown in the right column. The main organic results will not be cluttered with social information which will therefore produce more relevant links to the search. Research showed that not everybody wanted this social information in their searches, and by having a separate sidebar this would solve the problem. The middle section will show helpful information such as maps, phone numbers, pictures and prices, and is ideal for all kinds of information on restaurants, hotels, businesses, cinemas and more. This section is also partnered with companies such as Yelp, Open Table and Fansnap to help provide more detailed information.
The social sidebar on the right hand side will contain all the information you need from all the main social networking websites, including Facebook, Twitter, Foursquare, Quora, Google+, LinkedIn, Skype and Blogger. There will be four features of this, it will display ‘Ask Friends’, which will allow users to ask their friends a question online from the sidebar such as their opinion of somewhere. ‘Friends Who Might Know’ will display a list of your friends who may know about your search, if they have lived in the area for example. ‘People Who Know’ displays a list of people who know about your search, this could be people on Twitter who have tweeted about your search, you can then click on the link to read their activity, finally,  ‘Activity’ will allow you to see real time activity on Facebook.
The social section essentially integrates all of the social networking websites with your search results to produce the best information which can be from your own trusted online friends. The redesign aims to produce more relevant search results and provide you with all the information you need in each panel to be satisfied with your search results.

Broadplace Advertising Collaborates With Their Local Jobcentre Plus To Help Young People

Are you a risk taker? Do you know a good opportunity when you see one? Can you make the most of it?
Work experience does not always conjure the best thoughts; however it can be a fantastic opportunity, as long as you are willing to take the risk to try it. There are a lot of benefits to work experience, as our Website Content Manager, Sarah Sharkey, discovered first hand. Her local Jobcentre Plus advisor referred her to Broadplace Advertising Ltd. for a work experience placement in content writing. She has held a fulltime position within the company for a year now, which is a fantastic achievement.
Earlier this week, Broadplace Advertising Ltd. was invited to give a talk at the local Jobcentre Plus, in Epsom. Having a close working relationship with the team of advisors there, this was an offer that could not be refused. Broadplace recognises the importance of getting involved with the local area and this not only allowed current young job seekers the opportunity to pick our brains in person, but we were also pleased to be able to return with Sarah, the member of our team who actually came from that very Jobcentre, and who is now keen to help more young people achieve success in the workplace.

Broadplace Advertising

Jila Beaumont (left), Job Centre Plus Advisor, and Sarah Sharkey, Website Content Manager for Broadplace Advertising Ltd – 14/06/2012.

You may not be sure what the right role for you is, or even what the daily tasks of said role may actually involve but with a no strings attached opportunity like that which work experience provides, you can find out.
As with most work experience positions or internships, there is no guarantee that you will be offered a fulltime job. Do not be discouraged; many employers are likely to appreciate a candidate that is actively seeking experience in an operating business, even if it is unpaid, as opposed to someone who is more pessimistic about their prospects.
Here, there is the potential for you to be introduced to a new industry where you can learn new skills, and polish old ones; from learning the appropriate phone manner to making a telesale, or from writing a simple article to creating high quality content for a range of mediums. There is no telling where your experience may lead you but you can be sure that it will stand you in good stead throughout your professional career.
Make the most of the openings that you are given, and speak to your local Jobcentre Plus advisor about work experience prospects with Broadplace today.
About Jobcentre Plus:
Jobcentre Plus is an extension of the Department for Work and Pensions. It is dedicated to offering welfare support and guidance to job seekers as well as potential employers by promoting opportunities in the local area.

Broadplace Attracts New Business at the South East Business Show

On Friday 18th May, there was a great event held at the Millennium Conference Centre in Effingham Park, Gatwick. It was there that hundreds of businesspeople from across several sectors met to socialise, trade and network at the South East Business Show 2012.
Every year, this is held to promote business opportunities throughout the South East as well as to open many other networking possibilities to companies that may be slightly further afield.
The principle belief that makes this annual event so appealing is the attitude it promotes in encouraging buyers and sellers to share a face-to-face experience where the products or services are also readily accessible.
Broadplace at South East Business Show
 
 
 
 
 
 
 
 
 
 
 
Broadplace was an exhibitor that day, as they were last year and you may have had the opportunity to meet some of our team members if you also attended. If you would like to continue your conversation with a member of our team, or are interested in any of the services that we provide, including Search Engine Optimisation, Pay Per Click Advertising, Social Media Marketing, or are interested in becoming a business partner, then you can get in touch with us here through our website.
For more information about the South East Business Show visit www.b2bsoutheast.com

Google Visits Broadplace to Talk about New Features & Developments in AdWords

You may already know that Google runs a Partner Programme where companies, like us, who are specialists in search engine marketing and SEO, can receive a certification to consult and manage online campaigns by demonstrating their in-depth understanding of Google’s AdWords in exams.
As we’re a Certified Partner, Google likes to keep in touch with us regularly. Last week, we were joined by one of our contacts who was not only able to review much of the work that we do (we got a thumbs up!) but who was also able to share some tips and tricks with us for exciting and upcoming improvements to the search engine!
Google Visits Broadplace to Talk about New Features & Developments in AdWords
More than this, we also learned of how to maximise marketing campaigns for our clients even further by utilising all aspects of the services under the Google umbrella, such as in the case of mobile marketing.
Employees from all departments had the opportunity to ask direct questions and to receive on-hand help. This visit was also hot on the heels of another where Broadplace’s Account Managers received help and advice on a one-to-one basis from another Google representative.
The chance to speak directly and freely in this way, as well as to learn of new features in advance, is appreciated as it will enable Broadplace to perform better overall, and maintain our constantly high quality service for all our clients.
Unfortunately, there’s no chance of you reading any spoilers here – we are sworn to secrecy! Instead, you’ll just have to come onboard and experience what it’s like to be managed by a professional company with a close working relationship to Google first hand!

Top Quality Search Results and Removal of Junk

Find out about how to overcome ‘junk’ and dead links here, this is something that all SEO companies need to deal with and is a large issue regarding search engine optimisation and providing top quality and consistent search results. Removing junk from internet search results is extremely important and failure to do so can lead to frustration for the user, meaning they may possibly stop using your search engine as they struggle to find what they are looking for.
Bing, Microsoft’s successful and popular search engine has recently written how they remove bad links from their Bing search results, and also how they handle junk or empty snippets too. A blog on how this is done has been written by a member of their core search team, Dr. Richard Qian, and it is the latest in their recent efforts to give search quality insights into how their search engine works so well and so consistently. For Bing, junk links include dead links, which are described as pages that return either an error code 4xx or 5xx, they use a Bing crawler, which crawls through and detects these dead links. Also included as junk links are soft 404’s, similar to hard 404’s but without the large header, and to combat these junk links Bing uses a precise classifier and page content to detect whether it is soft or not, and therefore whether or not it should be removed from the search results.
Another form of junk links is parked domains which they do not want in their search results; these needs to be detected and removed so they use signatures. Another thing that Bing has to deal with in their search results is junky snippets and empty snippets. Junky snippets are dealt with through various strategies to enhance their garbage detector, encoding classifier and document converter; these help reduce the likelihood of junky snippets occurring. To deal with empty snippets, Bing uses a number of different classifiers to see the proper snippet for the search result and also crawlers and article processors. All of these tools and techniques used by the search engine from Microsoft are hugely important for SEO professionals who are optimising client websites, as overcoming dead link issues is a large challenge and one that needs to be dealt with if your SEO Company is to succeed.
If you are an SEO Company looking to overcome these issues then the information here should be of valuable use, and being a product of Microsoft, Bing are a hugely successful and prominent search engine that produces top quality and consistent search results.

You can leave your (White) Hat on or Incur New SEO Penalties as Implemented by Google

Very difficult if you don’t know what you’re doing, is the answer. Because of the high amount of competition online, many websites don’t manage to get very high up the search engine rankings pages. For this reason, most websites employ varying search engine optimisation (SEO) techniques, which are designed to increase their exposure to search engine spiders. This might include writing content for the website, which includes certain keywords and phrases designed for search engine spiders to read and match to words typed in by searching users. This also includes link building and sharing links between other websites in an effort to direct traffic towards the website. While these techniques can be employed and put into practise by people within the company, many choose to employ a specialist SEO company to handle an SEO campaign – the people that work in these companies are fully trained and highly knowledgeable, probably more so than anyone who claims to understand and be able to implement SEO at your own company.
However, because SEO has become widely known as a way of increasing traffic and, subsequently, sales, many companies have taken advantage of it and there is a current over-saturation of SEO on the internet. Some companies litter their content with keywords so, while their traffic will be high, their website will actually be of poor quality, as opposed to a company that hasn’t spent much on SEO but does have a very good site in terms of image and content. For this reason, search engine giant Google (as well as a couple of others) is starting to introduce over-optimisation penalties (as confirmed by the company’s Head of Webspam, Matt Cutts, in a panel at the SXSW festival in Texas recently) which aim to level the playing field. This will not affect those that use SEO correctly, only those that are unfairly abusing the technique and taking traffic away from those that aren’t.
Therefore, if you’re intending to employ an SEO company to implement and manage an SEO campaign on your behalf, make sure that they use “white hat” as opposed to “black hat” techniques to get your company up search engine rankings. Otherwise, Google’s new penalties may see your company’s website plummet in the opposite direction to the land of Results Page 21, where nobody ever goes.

The Best Way To Present PPC Results To A Client

Discover the most effective form of feedback to your clients and the importance of storytelling in pay per click (or PPC) marketing as opposed to just using statistics and graphs to demonstrate results with this website. PPC marketing  is a model of marketing that directs online traffic towards websites, and when an advert is clicked on the advertisers will pay the publisher (hence ‘pay per click’), this is often a keyword or phrase which will relate to their target audience, and therefore direct them to their webpage. This is becoming an increasingly popular and effective form of marketing which, if done correctly, can be extremely effective and profitable.
There are many companies that provide this service, but it is apparent that reporting back to the client can be unsatisfactory through only using graphs and statistics to demonstrate results; this is not particularly helpful or professional and does not help either party. It is vital for a PPC consultant makes sure that the client understands not only the statistics and what they mean, but also how this marketing model works and how they can possibly improve their results. As with most forms of business, face to face human interaction is the best possible course of action so that targets can be understood and questions easily answered, as well as building a trusting client and consultant relationship.
A PPC consultant will understand the technical jargon and what is working and what isn’t, but the client will not as it is not their job to understand this, and is why they have decided to pay for this marketing model. Therefore it is vital for the consultant to brief the customer and tell the whole story as opposed to bombarding them with statistics and technical language. The most effective form of feedback will involve teaching the client the difference between the statistics and which are the most important stats, using web analysis to demonstrate how it is working, and presenting the facts and data in a logical and straight forward format. Providing all of this in a well organized and though out story will help the client understand and built a trusting relationship with your PPC marketing company.
Find out more about the best form of constructing feedback for clients with this website, there are also comments, blogs and other pages to read all relating to providing the best possible pay per click marketing possible. Find out more about this popular and effective marketing model today.

Google Webmaster Tools Crawl Errors – Fix It!

Pretty much all websites will have crawl errors of one kind or another. These are errors with your site that Google spotted when they crawled it. Not only should you be aware of what these errors are, you should also know how to fix the most common of them.
Errors can easily creep into the thousands if your site is reasonably large. They can fall into the following areas:
• Errors in sitemaps
• Restricted by robots.txt
• Soft 404 errors
• Timed out
• Not found, i.e. the page someone was trying to reach simply wasn’t there
Some webmasters either aren’t aware of the myriad of crawl errors that can occur, or they don’t know how to fix them. Depending on the range and depth of errors that appear, it may be prudent to hire an SEO company to fix them instead of trying to figure out how to do them all on your own. It can take some considerable time to fix them all and if you have thousands you might wonder if you will ever complete them. SEO services have the experience required to get the job done – very likely to a much better spec than you would do on your own.
One important area to tackle is your sitemap. Old ones should generate a 404 message for Google to see, so it can tell the difference between the old and the new. Once Google has seen the 404 message a few times it will get the message and know that this sitemap is an old one.
Obviously this is just one area you need to focus on, which is why it can be better to turn this essential work over to an SEO company to handle for you. They can also look at handling your 404s and soft 404s. Most people are aware that a 404 page generally means the page cannot be found. The latter will often be a page that doesn’t have much content on it at all. This is an easy fix and can be avoided in the future simply by fleshing out all the pages on your site.
Some people don’t have the confidence to tackle their crawl errors on their own. Even if you understand how certain errors are generated – including a robot.txt timeout and a URL timeout for example – it can still be difficult to resolve them with limited knowledge. It certainly becomes more understandable that many people hire SEO services to handle these issues on their behalf. Most webmasters will benefit from focusing on other areas of their business while the experts get on with whittling down the huge lists of crawl errors for their sites.

Impression Share And What It Means To You

What is Impression Share?
One question I get asked a lot by my clients is: What is the overall number of all searches made on my keywords, and how many of those searches am I appearing for? Up until recently there was no quick and easy way of answering this question; thankfully Google introduced the Impression Share metrics into the Adwords Interface.
Impression share is the percentage of impressions that you received divided by the estimated number of impressions that you were eligible to receive. In simple terms; what percentage of all searches made on your keywords did you actually appear for?
To understand the value of impression share, you can picture the online advertising landscape as a pizza. You and your competitors are trying to grab the biggest slice of that pizza. By watching your impression share metrics, you can keep an eye on the size of your slice compared to the rest of the pizza, which is being shared and eaten by your competition!
Other available impression share metrics include:

  • Lost IS (budget): The percentage of time that your ads weren’t shown due to insufficient budget.
  • Lost IS (rank): The percentage of time that your ads weren’t shown due to poor Ad Rank.
  • Exact match IS: The percentage of impressions that you received for searches that exactly matched your keyword divided by the estimated number of exact match impressions that you were eligible to receive.

Knowing these metrics can help you determine how to optimise your account, and may make you consider getting in some outside help to achieve your advertising goals.
What do the stats mean, and how can I improve them?
If your Impression Share percentage is low this shows that you are missing out on a large chunk of people that are searching for you. For example, if your Impression Share is 30%, this means that 70% of people looking for your services/products don’t even know you exist! You are missing out on lots of potential customers, and are limiting the reach your adverts have.
If your Lost IS (budget) percentage is high this shows that you are limiting the audience you are reaching by not assigning a large enough budget. This may also be an indication that you have generic keywords that are eating up the budget; match types and negative keywords along with keyword level bid management would help in most cases, but if you are already utilising these features, you may simply need to put more money in.
If your Lost IS (rank) percentage is high this shows you that you need to work on your positioning. You need to improve your CTR by adding new match types (phrase, exact, BMM), adding keyword variations, excluding irrelevant traffic and adjusting your Max CPC bids. Currently your ad isn’t appearing high enough in the results for people to be able to see it. However, if you have a good selection of match types with good Quality Scores, and your positioning is still low, it may be the case that you have to increase your bids. Increased bid prices with a budget constraint may lead to a drop off in clicks and impressions; you would need to up your bids, and increase your daily budget in order to cope with it. Positions 1-3 generally convert better than Position 4 and below as a rule.
If your Impression Share percentage is high then it may be the case that the targeting on your account is too narrow, and you need to expand your keyword list in order to cast your net wider. What’s the point of having 90% Impression Share if you have 10 keywords on Exact match, you’re geographically targeting one town, and your Ad Scheduling is set to show ads 2 hours a day? You have a great share of the impressions you are eligible to show for, but the search volume you are targeting is very low.
If your Exact Match IS percentage is low then you probably have a lot of broad match keywords that are triggering ads on a wide variety of search terms. Add your Broad match keywords in BMM, Phrase and Exact. Go through your Search Query Reports (See search terms- All option on the Keywords tab) and discover what people are typing in to see your advert. Add relevant keyword variations in Phrase and Exact match type, and exclude irrelevant terms by adding them as Negative keywords. You will probably start to see your Exact Match IS improve, along with all the other IS metrics.
Well Chris, that all sounds great! Unfortunately, I can’t seem to find the stats in my account…
This is generally the view that you will have when you sign into your account:

 
 
 
 
 
 
 
 
 
 
 
 
Make sure you have a decent date range selected (top right of the account): at least 30 days. Making sure you’re on the Campaigns tab, look for the Columns drop down menu (you can see it directly under the Ads tab). Click on Columns, then on Customise columns.

 
 
 
Underneath Select metrics, click on Competitive metrics; click on Add next to Impr. Share, Exact Match IS, Lost IS (Budget) and Lost IS (Rank). Click on Save.

 
 
 
 
 
 
 
 
 
 
 
You will then see the additional columns as shown below:

 
You can quickly identify in the example above that some campaigns are performing better than others; overall the whole account has a less than 10% Impression Share, and the reason for this is that they don’t have the budget to cope. Another indicator of this is the Limited by budget status on most of the campaigns; the IS metrics back this up. They also do not appear for many terms that they are exactly bidding on; expanding their keyword lists and match types would help improve things.
I would recommend keeping an eye on these metrics along with the more common KPI’s (Clicks, CTR, Conversions etc). If you have a poor CTR or a high Cost per Conversion (compared to the value of your product/service), I would suggest focusing on these metrics first; it would probably be unwise to try and get more visitors if the ones you currently have don’t engage with your site in the way you hoped they would.
A low IS percentage could show that need to optimise and refine your account further and spend your money more wisely; it could also be the indicator that you need to pour more money into the account to achieve better results. If you can reach more people that are looking for you, you can improve your chance of achieving conversions and gaining new customers (preventing your competitors from getting to them first).
Chris Davenport-Smith
GCP Qualified Client Management Executive at Broadplace Advertising

Bid-Per-Call: A New And More Efficient Way To Track Your Returns

Millions of people surf the internet every day, and whether that be for research while at work or for fun when at home, the chances of an advert catching your eye are extremely high no matter where you are.
Google is a well-known and well utilised medium when it comes to advertising. By implementing Google AdWords into your marketing strategy there is a great wealth of potential clients for you and your business to tap into. The process is simple: you create new adverts, your adverts appear on Google, and new customers are attracted to your website where they buy your products and services.
The fantastic thing about Google AdWords is that you only pay for results; this is undoubtedly a feature you will recognise when commonly referred to as Pay Per Click or PPC.
Ever searching for new means of bringing in customers and increasing your ROI, Google can now offer businesses based in the USA and UK the ability to bid for phone calls. Similar to PPC, your business can also Bid-Per-Call online as well as for clicks. By setting up this feature, it can be monitored by your existing account manager at Broadplace, or by your newly designated professional when you join as a new customer.
This is something well worth thinking about, as any bid-per-call and phone call Quality Score may also directly factor into your online Ad Rank too! We all know the benefits of this; higher ranked adverts have an increased chance of being seen and can subsequently generate more phone calls, as well as maintaining the potential for even more clicks.
Integrating the Bid-Per-Call application into your account is easy, and can be done quickly as you simply select to have a Google forwarding number when you set up Call Extensions in your account. This will allow Google’s systems to record when a call is placed to your business through your adverts.
Then you and your Broadplace account manager can keep an eye on the call progress through AdWords in the same way that you would for your clicks. After all, a phone call can lead to more relevant enquiries and potentially more business, therefore as an organisation you may be more willing to pay for a phone call rather than for a click.
What’s more, your account manager will forward regular reports that could share details so specific as to include call duration, caller area code, and call type such as from a mobile or a manually dialled call as well as even pin-pointing the keywords/ad groups that triggered the calls.
“This can really help your business in terms of generating more enquiries and also help you measure the returns more effectively.” – Dave Bhargav, Account Manager.
If you would like to find out more about Bid-Per-Call, and how it can enhance your marketing campaign, don’t hesitate to contact us. At Broadplace Advertising Ltd. this feature is included in your existing management fee, and this applies to both new and existing customers alike.
Contact Details:
Dave Bhargav
dave.b@broadplace.com
020 3167 4622

Harness the Global Reach of the Internet to Link People to your Website

You might think that, once your business has a website, it’s relatively easy to start making money from people visiting it and purchasing whatever it is you’re providing. However, there’s no guarantee that anyone will visit your site at all – it has to be visible when potential customers search for your services or products on Google, otherwise nobody will be able to find it. For this reason, there are a great deal of companies offering ways of optimising your website so it can be easily found on search engines. While there are a number of methods available to use under the Search Engine Optimisation (SEO) banner, link building services are probably the most important next to choosing and using keywords.
Link building is a major part of ensuring that your website begins to rise up the Google rankings when people enter your chosen keywords into search engines. Inbound links (or backlinks) direct users back towards your website and therefore increase the traffic that search engine software examines when deciding where to place a website within its listings. While most SEO companies will offer link building packages as part of an overall service, there are also companies that exclusively offer the same packages.
There are a number of different link building techniques that businesses can utilise in order to create a more diverse range of links and increase their online visibility. For instance, by linking to as many places as possible, like blogs and comment sections, there is a higher chance that people will visit your website. Social media is a highly effective way of increasing traffic through links – because of the rise of social networking, search engines like Google and Yahoo now consider ‘social signals’. This means that, if you regularly link to content on your website through your Facebook page or Twitter account and formulate relationships with customers, fans and followers, any Like or Retweet connected to a webpage will be flagged as a sign of that webpage’s popularity. In addition, you might consider deeplinks, which are links to internal pages of your website, rather than just the homepage. As well as these techniques, companies that offer link building services will inevitably use many more methods to increase website traffic.
In addition to link building, the improvement of keywords and phrases is another area that an SEO company will look to work on, as these are the search terms that potential customers will type into Google and (hopefully) find your website – for this reason, the more specific the keywords are, the better. Sprinkling them throughout the content within the site will ensure that it is more visible to search engine spiders.
By combining one of the many available link building packages with keyword improvement and other SEO techniques, your business will begin to rise up the search engine rankings, ultimately gaining you more customers and increasing your revenue streams. You’ll be the new Amazon or iTunes in no time!

Visual Aspect of SEO – Google Instant Preview

Google is constantly changing the way its search engine works and it is also offering new features that will change the way we use it. One recent example of this comes in the form of Google Instant Preview. You may already have seen this in action if you use the Google search engine a lot, because it will appear when you look at your search results. It only happens when you click on the small magnifying glass symbol when you first see it next to the results.
Once this has been done, hover your cursor over each search result you will see an arrow on the right hand side. Hover over that and you will get a preview of the website on the right side of the page. This gives you an instant preview of how the site looks and it can help you to decide whether you will visit it or not.
But while this can be good for searchers, how will it affect webmasters from an SEO point of view?
You will notice that your search term may be highlighted in this portion of the preview. You might be able to read a sentence or two appearing on the page without actually visiting the website. It has been said that you don’t need to worry about this new feature affecting your position in the search engines. But there is no doubt that this new visual element to SEO makes it even more important to ensure you get it just right.
If you are in any doubt over how to make sure your website ranks well in this sense, consult SEO services to get the professional advice you need. They need to stay ahead of the curve in order to offer the best possible service, so they will know more about SEO and Google Instant Preview than you might do.
One of the key lessons to take away from Instant Preview is that the best performing sites in this sense are those that do not have pop up ads on them. If you see a website with one of these appearing in the screenshot, you won’t see much information because it doesn’t appear easy to see. We could be about to see a return to basics – a good solid web page design with good information that is worthwhile to the audience it appeals to. If these pages do well in Google Instant Preview viewings, they might get more traffic as a result. The more uncluttered and appealing your pages look, the better they are likely to perform.
If you are in any doubt over how to do this, consult a good SEO Company services to make sure you give the right impression.

Google Reconsideration Requests

Google reconsideration requests are tricky to understand but it relates to a number of guidelines that you need to comply to.
If you are not in agreement you can always email the customer service team or webmasters at Google who will be able to run you through how to form a reconsideration request.
The first aspect is to ensure your site is up to speed and complies with all the webmaster rules. You may want to employ an SEO Company to tackle these issues in the first instance.
You also need to inform Google of any relevant changes when filing reconsideration. In addition, Google will be able to let you know if there are any viruses in your system or for some reason, you may have been hacked into online.
This may involve in certain cases where spammers have put viruses on your site. This also links to whether your search results are affected or the search traffic has been diminished. Again this might link to a spam issue.
Therefore it is essential you clean up your site and file a reconsideration request. It is imperative that you explain what type of spam issues you have been experiencing and what measures you have taken in order to resolve the issue.
There is no point in not saying anything as the issue might spiral and your site could be down for a number of days. If you know the exact violation that was caused then this will be even more helpful when processing a request.
This may include receiving misinformation from an SEO Company. They also have web spam experts on hand that will have the chance to look at your site and find out what is wrong. They will have access to all the latest data and when you filed the report as well as checking out your site to spot any other outstanding issues.
Once the problems have been revoked and resolved there involves if given the choice communication back from Google. This involves any resolutions after a request has been processed and successful.
In some cases Google will able to report if an outcome has been successful or if the problem is still within violation, they will be able to let you. Furthermore you can be informed if there was no spam threat in the first place.
You can have the chance to access a number of forums in order to solve your questions or queries as well as access to a lot more information. In most cases Google have improved their user feedback and ensures you will be able to clarify problems in a quicker way.

Use Of Twitter As A Lead Generation Tool

Twitter is offered as just a part of a social media marketing agency. They will be able to provide a range of social media with updates and clever marketing strategies in order to promote your business or product.
In today’s modern society the power of online has never been greater. In the last ten years and due to the economic climate circumstances have certainly changed. We have tended to focus on more traditional media such as newspapers and magazines in order to get noticed.
However, there is a new digital age that has emerged and twitter is a part of this social phenomenon. It is imperative to any business in order to get on the social media bandwagon as it can help increase your awareness and you can organise a host of marketing techniques that involves twitter.
For example, you could organise a meet up of all your followers to encourage brand recognition and to help your business keep strong in the face of economic turmoil.
On the other hand tweeters can get into trouble and it has also been used as a publicity source. Famous stars have been paid millions of dollars to promote the brands they sponsor on twitter.
This involves them talking directly about the product to their followers which has been a clever marketing scheme by these particular companies to endorse their product.
If you decide to hire a social media marketing agency, they will be able to advise you on a range of marketing tools that will help your business.
Twitter is also useful for other sources of information or news that you can re tweet back. In other circumstances, you can have the opportunity to ask lots of questions and be able to trigger or spark a topical conversation that has been talked about.
This eventually could generate significant leads to your business. The advantages of twitter ensure you can carefully and sharply update your followers on what you are doing and encourage promotional ideas as well as effective communication for your business or product.
The usage depends on who is controlling the twitter feed, but it also works as a business platform where you have the chance to connect to several other related people in your field. On the employment front you will easily see people advertising for roles or urgent help and tweet it to their followers.
This is because someone from those particular followers may know someone who could assist and is an excellent way of providing job assistance. However to obtain the maximum efficiency from twitter you really need to be constantly tweeting as they say.

The Importance of Fresh Content in SEO

When examining the ways of how a website can be improved, it is important to consider that you need to involve some form of SEO Company into the equation.
SEO or search engine optimisation is the way of writing content by placing keywords into anything you may be writing.
It may be used once twice or more than three times in order to obtain better natural rankings on Google. This is a crucial aspect to get your company noticed via organic rankings on Google.
Current content needs to be constantly updated so that you stand a better chance of being seen in the first few pages of any search engine.
For example you need to consider the latest news from across the world and how you intend to cover it. Whether this is through a short blog or regular updates or even a feed to major news sites such as BBC News or Sky News, it will ensure you have a much better chance of having your company appear on Google.
You should also introduce new pages, as it will gain you a better freshness score on Google. Therefore, it is those companies who tend to add more individual page that will receive a higher freshness score on Google.
This is also the same situation with introducing new blogs. It is for these reasons that you may need to employ an SEO company. They will have plenty of experience and knowledge in what your site needs and how they will go about executing it.
They will have plenty of experience in obtaining high freshness scores for sites they have undertaken work on. They have a deep understanding of what works and what will be less successful.
For example a site such as the Daily Telegraph updates it content daily and will receive a different freshness score than one, which simply remains static, and the content is not regularly updated.
The inception date in any site plays a key role. This is because if the content on your site remains the same it will decay in freshness rating over time as it is not constantly updated or edited.
However, there are a number of factors that will ensure your site remains as fresh as daisy. It is essential you are constantly updating your content and refer to up to the minute events or world global news.
So if it’s about the Wills and Kate wedding of the year or the latest tube strikes it might be a good idea to pen something brief on your company site. This can also be tied in with frequent events such as a major TV show or showbiz gossip.

Google Launches Google+ Pages for Businesses

Some major companies have already joined the fray, including Fox News. While some businesses will no doubt be helped by a social media marketing agency, others will delve into the idea of having a proper business page by themselves. The good news is that Google+ business pages are not just open to major businesses – they are open to businesses of all sizes. The idea is that the pages will enable all businesses to interact with their audience and help build and strengthen their brand online with the help of Google+.
It is too early to tell whether the pages will be as successful as Google would no doubt like them to be. After an initial rush of traffic to the grand unveiling of Google+, many people seem to have lost interest and gone back to Facebook or to Twitter. But with privacy interests causing concern at Facebook, perhaps Google+ can get in on the action now it has launched the business pages.
Certainly there were many businesses that were eager to get in on the act at Google+ – so eager that they set up a personal profile because they didn’t want to wait. Now those profiles have been got rid of and many of them have set up a professional business profile instead.
But what do these profiles offer businesses? In all honesty the differences are slight. After a long wait for the profiles to become available, many people seem to be disappointed. It is early days for these pages and still for Google+, as a fledgling social network, but the initial response is not a particularly promising one. Some people seem to think that the main difference between the personal pages and the ones designed for businesses is that a business can use its business name. This contrasts with having to use a proper name of a person with a personal account.
But it is important to remember that Google+ is still finding its way in the arena of social networking. It has a long way to go to catch up with Facebook, which offers far more in the way of features and benefits for marketers and businesses of all sizes. But this doesn’t mean we should ignore Google+, far from it – it is still experiencing changes and updates and advances, so we should keep an eye out to see how it improves.
There is every chance that the business pages will be embraced by more users in the weeks and months to come. And if Google responds to the feedback from these users, we may end up with an even stronger page for businesses in the near future. We can but hope.

Google launches Product Listing Adverts

For many businesses getting noticed on the Internet can be hard. But schemes such as Google Adwords have made things a little easier for businesses.  And this month Google launched product listing Ads in the UK adding images and simple product details helping businesses attract more customers. With the aim of simplifying the advertising process, this is an extremely good move from Google who said that users were two times more likely to click on a new product listing add than on a standard one with only text.
This is big SEO news that came into place at the beginning of November, and website owners in the UK can now take advantages of these welcomed changes. It is currently only a beta feature, but soon this will be increased and be available to everybody.
This brand new format offers a more attractive advert, instead of standard text we’re all used to seeing; now there are now product images, details and merchant website and name. This new feature gives viewers all of the relevant product details and imagery without anything else getting in the way, it is a great way to visually give users a glimpse into your product range and price which will then lead to higher click rate and online sales from search adverts. Google also tailors your adverts to match up with relevant online searches making sure you always appeal to the right market.
There are two great new features to Google Product Listing. PPC or Pay per click offers users the opportunity to only pay when a user clicks on the advert and completes a purchase through your site. It is a risk free way to promote your business to a larger audience. Another great feature is that it requires no additional text or keywords, whenever a relevant search is typed into Google; they automatically show the most relevant products, a product image, price and name. And you can easily promote your entire product inventory online.
Google Product Listings create a more engaging user experience and it couldn’t be easier to promote your business online with Google. For businesses of all shapes and sizes, established and new this new scheme is going to greatly appeal to many offering them tailored search results and the targeted information and image will no doubt show great results to users.  And the PPC feature makes the adverts even more appealing and hassle free to set up and use.

Google’s Freshness Algorithm provides you Freshest of Results for your Searches

Google has geared up itself to offer freshest of results possible with reference to the search queries depending upon the relevancy and time factor. Through the modified Caffeine web indexing system, Google has made significant improvements to the ranking algorithm which in turn reflects on approximately 35 percent of searches giving you updated results which are relevant and fresh as well.
You can now practically watch how Google understands your search query and relates the same by displaying the latest information on it. This means that when you search for an event you are referring to either the current status or its occurrence in the recent future unless you have specified the time frame.
This Google algorithm offers results of searches related to latest trending events and topics which have been just uploaded for instance it could be breaking news relating to a natural disaster or a political event. You will find the freshest of results on your screen when you search for them. For instance – Trial of Michael Jackson’s Doctor and the jury’s verdict.
In case you are following a particular event such as elections or competitions and wish to know the latest updates, you will get them in the first shot rather than those which could have happened a couple of years ago. For instance – Miss World Competitions or the NBA scores, the results of the latest competitions will be highlighted.
Similarly with frequent updates, you can get latest information related to a hot topic or an event which has been in recent discussions all across the globe enabling you to get a better picture or an overview of the same. For instance – Reviews of latest mobile phones or automobiles will provide you with have a clear picture of the same and its future.
Well, this can be indeed considered a superior level of search where relevancy and freshness is given due importance while aiming to hit right on the bulls eye of the search query. Google is all set to emphasis on the coverage specific results rather than past results which could be of little use. At the same time this is surely going to change the search engine dynamics to a great extent.
Following these modifications, almost every SEO Company will surely need to work their way out to ensure their websites are even more up to the mark and their pages rank at higher levels in order to gain due visibility. In the near future, do keep a look out for improvements in the search algorithm for Google is committed to stay well ahead of the other search engines in the foray.

Google and Broadplace Advertising invite Surrey Businesses to ‘Maximise Their Return Online’

On the evening of the 12th October, around 80 Surrey based businesses, big and small, gathered at Lakeside Country Club to learn some tips of the Google trade from Max Macintosh, a Google Senior Industry Manager and several Adwords professionals from Broadplace Advertising. The event, hosted by the Surrey Chambers of Commerce, aimed to educate local businesses on the different types of online advertising available.

Surrey Event
From the left: Jim Houlden, Head of Client Accounts- Broadplace Advertising, Max Macintosh, Senior Industry Head- Google, Ajay Syal, Sales & Marketing Director- Broadplace, & Rohit Chugh, MD- Broadplace

The evening comprised of a ‘Maximise your Return Online’ seminar, a Q&A session and networking opportunities after the event. Attendees learnt about Google search and display networks, Google Analytics, mobile advertising, search trends and much more.
Max Macintosh, from Google made the following comments after the event:
“I was delighted to attend this event to support Surrey’s SMEs. Google strongly believes in the growth of SMEs, as they are one of the driving forces behind the UK’s growing Internet economy. We will continue to work towards helping and supporting small businesses to get online and maximise their returns.”
Jim Houlden, Head of Client Accounts at Broadplace Advertising, comments:
“I have only been working at Broadplace for a short time so felt even more privileged to be involved in this event. The online community is expanding at a phenomenal rate and is it amazing to think that so many businesses are missing out on this huge advertising potential. At Broadplace we manage all kinds of accounts, from family run businesses to blue chip companies. Regardless of the size of the account, we feel it’s important for every one of our clients to have the opportunity to understand all aspects of the marketing platforms available and their benefits.”
Carol Squires, Business Support Organisation for the Surrey Chambers of Commerce, adds:
“I think the event provided a fabulous opportunity for small to medium sized businesses to see how they can tap into this brilliant marketing opportunity. Many of us have a vision that Google only services large companies, when actually SMEs amount to over 80% of Surrey’s business community. This event was a real eye opener.”
Broadplace takes this opportunity to thank Surrey Chambers of Commerce & Google for the initiative to help the SMEs getting online. And in order for companies to see how Google marketing can boost their business, Broadplace are offering free account set up and a £50 voucher for new Google customers and a free account healthcheck for existing Google advertisers.
To find out more, please call Broadplace sales on 0207 993 9853 or email contact@broadplace.com
You can download the Google event presentation from here

Google Gets Rid of Some of its Products in a Major Clear Out

Google is changing. The news headlines have been full of developments concerning Google+ in recent weeks. But the latest news from Google has got nothing to do with its newest products. Instead it has decided to have a clear out of some of its older and less exciting products in order to make way for bigger and better ones.
No doubt some people will be disappointed with some of the casualties that were reported in Google’s blog announcement. But for the most part the casualties will not be missed.
Google Desktop may be one of the best known among them, a facility that allowed you to have a number of gadgets in a sidebar on your computer. The move to cloud based computing looks to have sounded the death knell for this particular Google service.
Among the other services to have bitten the dust include:

  • Fast Flip – making it easier to read and view news content online
  • Subscribed Links – enabling specialised search results to be created
  • Google Web Security – protecting against malware

The one thing that ties most of these services in together is the fact that they are unknown even to exist by many people. No doubt some will miss one or more of them but it has been noted that the vast majority of the services have fallen by the wayside somewhat. They have also been replaced by bigger and better services elsewhere. A classic example is Aardvark, which was bought out by Google last year. This was a social search experiment but Google now believes that it can do better with other tools in the future.
Some people will no doubt question whether Google is doing the right thing by getting rid of some of these products. For example if Google wants to achieve more in the realm of social search, why not continue with Aardvark instead of starting from scratch? It remains to be seen whether any of the products that are exiting stage left are going to be missed in the months to come.
If you are using any of the products that are disappearing, now is the time to find an alternative. It looks as though Google is going to develop other products and services to replace the functionality that will be lost when these products disappear. But there is also the opportunity for people to go out into the wider internet and find other service providers with better gadgets, software and methods for achieving the same purposes.
One wonders whether Google will regret ditching some of these products as time rolls on. It remains to be seen whether they have made a number of smart decisions or whether they have made an error or two in there as well. It would be ideal if almost every SEO company keeps track of these changes and does its level best to catch up with Google as fast as possible.

Google Test Infinite Scroll – blog

To Infinity – and beyond?
How many internet search engines can you name?
There are literally hundreds of search engines available to use online at this very moment and yet there is only one that truly tops the bill. So much so that its brand name has been absorbed into the English language as a transitive verb – just google it!
Further to their initial concept to maintain order throughout the world’s boundless information and to deliver it to a worldwide audience in a quick and efficient way, Google also has a chain of other products. These include other popular websites, such as YouTube and Blogger, and they are leaders in the development of Android technologies which rival Apple mobile operating services.
Google Infinite Scrolling Test
In response to this, most recently, Google has begun a new initiative which features infinite scrolling technology. Regular internet users may have noticed this already being used when conducting searches on the “Images” platform of the Google website. This feature means that it is even easier to access more information without having to scroll to the bottom of one page in order to proceed to the next. In fact, all that you have to do is continue to scroll down on the original page for the subsequent pages to appear.
Now it has been announced that this feature is to be applied to the web pages as well, giving individuals more information without having to troll through endless pages and waste time twiddling your thumbs as the page loads! Avid internet users and social networking gurus may already be accustomed to the infinite scrolling trait on sites such as Twitter.
Many original features have disappeared or been replaced as the search engine updates its products and services, especially to the Chrome server. Internet surfers will have to wave goodbye to the trademark “Goooooogle” listing the page numbers at the bottom of each search, and instead can click a simple “show more results” button on-screen to upload additional results in a moment.
In response to many online queries and speculations, a representative from Google has reportedly stated that “Google is constantly experimenting with new features.” We as SEO Company can therefore anticipate many more innovative changes to appear on our favourite search engine website.
Google is a world-renowned Internet search engine which is used every hour of every day by millions of people in hundreds of countries. In fact, an estimated one billion search queries and user-generated data passes through approximately one million servers every day, which are exclusive to Google alone.
The corporation is constantly striving to remain the unsurpassed greatest, as they are already the favoured search engine for all manners of enquiries, ahead of Bing, Yahoo! and numerous others. Due to the sheer volume of visits that the Google website receives on a daily basis, changes are mandatory to ensure survival. Moreover, there are a large number of businesses which depend upon Google to promote their company’s products, goods or services. Ease of use and understanding is therefore paramount.

Google Comes Third in Success Rate Competition Between Search Engines

The vast majority of people still go straight to Google when they need to locate information online. However, according to the results released by Experian Hitwise recently, Google is not the most accurate search engine when it comes to results.
Who is top of the list?
According to Experian Hitwise, these are the top three ranked search engines in terms of the accuracy of their results:
1.    Yahoo!
2.    Bing
3.    Google
Bing Success Rate - August
Experian Hitwise report gained the data from a total of 10 million internet users based in the US. The figures apply to the month of July in this instance, but the top three is actually the same as it was in June.
Here are the main facts to be gleaned from the report:
•    Yahoo! has slipped slightly in the results, going from 81.63% to 81.36%
•    Bing has also dropped slightly from 80.60% to 80.04%
•    Ironically Google is the only search engine to have improved its performance, increasing its success rate by almost one per cent. It has improved from 66.63% to 67.56% as a result.
Should this worry those who use Google?
Google is still by far the most popular search engine in terms of the percentage of searches it gets of the whole market each month:
•    It dropped back from 67.12% in June to 66.05% in July
•    In contrast Bing and Yahoo! both increased their percentage of searches to 28.05% and 15.07% respectively.
According to the way Experian Hitwise works, a successful search is one where a person finds something they wanted and clicks through to an actual website as a result.
Google is always striving to improve on its search results, just as the other search engines are. But this stark statistic may prompt it to work even harder. It is still clearly out in front in terms of the proportion of people who choose Google as their preferred search engine. But how long will this continue if Google does not come up with the goods that are required?
How could these results affect your business?
All businesses – or at least those that want to be found online – aim to ensure that their websites are optimised for their most important keywords. But this data seems to indicate that Google may not be as good at presenting the best results as many people think.
One thing we do know is that Google is constantly trying to improve its service. Hopefully the release of these figures will lead to more improvements in terms of how successful their searches really are. The good news is that your business has just as much chance of doing well in the search results for Yahoo! and Bing as it does for Google. This means you will gain traffic from these sources as well.
In terms of your business, performing well in the search engines is always crucial. With the help of a professional SEO company you can enhance your rankings no matter which search engine people use to find you.

Google Runs a Test on More Site Links

If you have used Google to do any searches online in the past few days, you may have noticed some intriguing results popping up on page one. It would appear that the search engine giant is experimenting with large groups of links for the top result to appear on page one.
Traditionally there are ten results appearing on each page of the search engine results. This still appears to be the case. But Google’s testing is adding several more links – up to twelve in some cases – below the main link for the top result.
Google 12 Sitelinks
What are these additional results for?
The idea appears to be to make it easier for people to navigate to the main areas of the top performing website in the search results. For example the major online retailer Play.com had the full twelve additional links below the home page link on the search results at the time of writing. These all pointed to various individual departments within the online store.
Amazon also featured twelve additional results, again all pointing to individual departments. Other retailers and results saw between six and twelve links below the first one, giving more depth to the first result.
Will they stay?
It is too early to say whether Google will carry on with these results. But they certainly have positive and negative points to think about. If you happen to own the site that reaches number one and you get more links to your site than you would otherwise, it will very likely increase the amount of traffic you are going to get.
However if you are positioned even at number two or three on the first page of results, you will now be far lower down the page. On a standard screen you can just about see the top of the second result right at the bottom of the screen, so it barely appears above the fold. The first expanded result takes up the lion’s share of that first page. The third result cannot even be viewed unless you scroll down – which you are less likely to do when faced with a monster result in the number one position.
Potential effects of the new search model that could be seen
There are many potential outcomes for your website (and your SEO company) that could result from this new model if it rolls out as a permanent feature:
•    It will become harder to get good clickthrough results in the 2nd and 3rd positions on page one
•    The competition to get to the top position will likely become even stronger
•    Sites that do manage to get into the number one position could experience a higher clickthrough rate because of the increased number of links
At present there is no way of telling whether Google will persist with these extended results. However they are likely to please and annoy equal numbers of people with them if they do. We shall be watching to see whether these results continue, and what kind of effect they have on SEO and search engine marketing.

Why Do You Need to Know How Customers Search Online?

We all go online and search for goods and services from time to time. Some of us do it every day. If you happen to own a business it pays to know more than this. A research conducted by comScore tried to search answers to certain questions, read on to find out more.
Search behaviour can tell you a lot about how you should position your business online to get the best results. If you are not paying attention to the search behaviour of your customers (or potential customers) you will be leaving money on the table that could go into your pocket.
What kind of traffic is your website receiving at the moment?
If your website is already getting traffic you can learn a lot about the searches and the keywords people use to find you. Ask yourself these questions:
1. Which keywords are dominating?
2. Which keyword phrases are you doing best with in the search engines?
3. How long are people staying with your site once they have arrived via those phrases and keywords?
SEO is an important element for every website. But you must make sure that you deliver on your promises. Even if you target specific keywords in order to appeal to a specific set of customers as they search for that information, you or your SEO company must deliver by providing the information, product or service they are looking for.
There are times when a person will search for a specific company or product, thus performing a navigational search. You may appear in the search results if you happen to sell the product they want. In other cases someone will look for someone local to them, performing a transactional search instead.
Search behaviour can influence your pay per click campaigns
Once you have identified your target audience you can figure out what phrases they use to find what they are looking for. This can help drive your PPC campaigns.
For example some people might perform a local search, looking for a specific service in their area. If you identify a pattern among people coming to your website, you can use these popular search terms to drive a local PPC campaign for the best results.
The reason why many businesses hire a marketing company to handle their SEO and create a focused strategy for success
Many people know how important it is to drive more qualified traffic from the search engines to their website. They also know they must convert this traffic by supplying the information that these searchers are looking for.
Customer search behaviour is a vital element in all of this. But it isn’t something that many businesses are fully able to understand. A marketing company can focus on setting up or enhancing any existing website so that it has a focused strategy for content, SEO and pay per click too. The most successful keyword phrases can be identified and the content can be written to give that audience exactly what it is looking for.
Understanding the ins and outs of how customers search online can be difficult. But it is clear to see that it is worth persevering in finding out as much as you can about the way people search, so that you can benefit from it financially.

Bing Experiments With Showing Adverts in the Organic Search Results

When it comes to search engine results, there has typically been a clear distinction between the organic search results and the paid search results. The former is decided through various factors, while the latter is provided by companies wishing to use pay per click to get more visitors to their websites.
However things look to be changing – at least they could be when it comes to using the Bing search engine. Bing is currently experimenting with mixing the two different formats together, making it a little more difficult for the searcher to easily distinguish between the two.
Here are some of the key facts to bear in mind concerning this change:
1. Instead of having panels above and to the side of the organic search results featuring paid adverts, Bing is mixing them together
2. The adverts appear within the organic listings
3. They are discernible only by the small word ‘ad’ that appears to the right hand side of the advert
It has been reported that this is a test and nothing more, but it remains to be seen whether it is rolled out in a wider sense or whether it is dropped completely. It is something that has been tried before by Yahoo and also to a certain extent by Google. But this is the first time that Bing has tried it.
What does it mean for people using the Bing search engine?
The answer to this depends on whether the test is rolled out on a wider scale. At the time of writing we performed a few searches to see if we could find any ads placed within the organic results. Nothing came to light, so perhaps the test has already come to an end. However it remains to be seen whether this is the case or whether other testing will take place in the near future.
Bing test Ads with Organic Results
But it also has potential issues which could arise for people who are relying on a good SEO company or PPC consultant for their website’s performance to get them ranked highly in the natural search engine results or getting traffic through their paid ads in Bing. One screenshot of a search page using the technique had the top three organic results shown first, followed by a couple of paid ads. Clearly the remainder of the organic results on page one would be pushed down as a result of the adverts appearing. This is not something that would be desirable for many people looking to do well organically.
The general feeling towards this kind of layout of the organic and paid search results doesn’t seem to be very positive. This could therefore mean that Bing will ditch the experiment and go back to showing their results in the same format as the other major search engines do.
Bing is placed third in the list of search engines with the highest volume of searches each month. Google is way out in front but undoubtedly Bing is trying to make more of a name for itself. The question is whether this is the way to do it – or not.

The Latest Analysis of Search Engine and Social Media Performances Makes for Interesting Reading

Experian Hitwise has just released a report analysing the performance of the main search engine providers and social media players for the month of June 2011. Google is known to dominate the search engine market, but June turned out to be a particularly good month: Top Search Engines in UK
1. It enjoyed the biggest slice of the market so far this year, garnering a total of 92% of all the searches made during the month
2. Yahoo was next, bringing in 2.96% of the total searches
3. Microsoft (aka Bing) wasn’t far behind on 2.88%
Perhaps most telling was the difference in percentages that was experienced by each of the three major players when compared to the previous month. Google enjoyed a rise of 1.5%, while Yahoo dropped by 0.11% and Microsoft was down by 1.38%. It seems clear that their losses were mopped up by Google. In terms of the annual change in search percentages since the same time last year, Google and Yahoo both measured small gains, while Microsoft experienced a loss of 0.24% over the course of the year. Experian Hitwise also reported some interesting movements within the social media sector:
Top Social Media in UK
1. Facebook, perhaps not surprisingly, easily took the largest share of the social media market during June, with a healthy percentage of 53.72%
2. This was up by 0.11% on May, although it still amounted to a drop of just over 1.5% year on year
YouTube settled comfortably into second place with 20.76% of all the visits seen in the sector during the month. This is a long way from posing any kind of threat to Facebook, but the video based website is also a clear distance ahead of the third placed website, Twitter. The micro-blogging site had just 3.22% of the total number of visits for June 2011. YouTube showed the healthiest increase year on year however, with a rise in visits of 3.72% overall. Twitter managed a rise of just over 1% in the same year long period. Perhaps more surprising is the fact that LinkedIn, the business focused media network, came in at number six on the list. It was beaten into sixth place by Yahoo! Answers (in fourth place) and Gumtree in fifth. Some would speculate as to whether Gumtree really is a social media site in the general sense of the word, but it clearly receives a lot of visits every month. It also managed to keep its number of visits fairly steady compared to the previous month, dropping just 0.04% in the process. It’s clear that Google and Facebook are both market leaders of their respective part of the internet. No survey needed to be done to tell us this, but the figures from month to month and year to year are still fascinating. They tell the ongoing story of these sections of the internet, revealing just how dominating the top two sites are in their own way. We, as PPC and SEO Company shall be watching closely to see what the differences are next month as well.

Mobile Websites Now Even Easier to Create Thanks to Google

More and more people are now accessing the internet via their mobile phone. While it is possible to view a standard website on an internet enabled phone, it can be difficult to read it. This is why it is becoming more and more important to make sure your own website has a mobile version that is mobile friendly. It could mean the difference between gaining customers or losing them because your normal website is not able to be easily viewed on a mobile phone.
Thankfully Google has come up with a method that every business should use to make sure they can snag customers and visitors even when they are surfing using their mobile.

The idea is that Google is aiming this service at smaller business owners. Not everyone has the finances in place to create a fully fledged mobile friendly version of their entire website. This option means that everyone can get started and make the most of the ever increasing mobile internet usage. You can create simple and clear landing pages with strong call to action such as click to call, buy now etc.
The sites will also take far less time to load than a normal website would on a mobile phone. In addition to this they can be used as a landing page for an advert to promote a business. If your own business has not yet made inroads into mobile advertising, this could be the best way to get started. Mobile advertising is very important as more people use their phones to get online. You may be surprised at the potential that exists for finding new customers online in this way.
This is clearly an excellent tool for all online businesses. It is definitely an investment well worth making, particularly for businesses with little in the way of financial backing to address the mobile phone market.

Google Puts a Block on .co.cc Domains

Major news has hit the internet headlines in the last few days, with Google deciding to put a full block on all co.cc domain names. It will no longer show such domains in its results pages, making it even harder for these websites to be found.
Here are some notable facts about the .co.cc domain names and why this move has been made:
1. .co.cc domains are well known for hosting malware
2. A high proportion of .co.cc websites are also ridden with spam
3. These domains are exceptionally cheap, leaving them wide open to scammers looking to buy domains as cheaply as possible
4. The ban by Google has led to some 11 million domain names being removed from their search engine results
The move has been widely received as good news – but only to an extent. Some say that scammers will simply move on and use other domain extensions instead. Recent explorations have indicated that co.tv may now be under strain from scammers looking to use that domain instead. Another potential target for the scammers looks likely to be .co.tk.
Experts in the industry have also stated that while genuine businesses on the co.cc domain are few and far between, some do exist. They will have been harmed by the blanket ban on the domain by the search engine. Since the scammers will simply move to another domain, Google’s tactic is widely believed to be nothing more than a temporary measure. It may help reduce the amount of spam and malware doing the rounds for a time, but it will not last forever.
So what does this mean for businesses?
Well the most important thing to remember is that it is worth paying a little more money to register a dot com domain name, or one from another country that is well regarded. Another example would be .co.uk. Don’t be tempted to register an incredibly cheap domain name like the .co.cc example because it is likely to lump you in with spammers. You must always preserve the integrity of your own business, even if you are worlds apart from them and only share a domain address.
People are asking what the next step will be in the fight against spam and malware online. Banning results from the search engines can only be a temporary measure. The ideal situation would be to make it even harder for scammers and spammers to dominate the internet in the first place.
If you own an online business, there are definite advantages to hiring an SEO company to help you ensure your website is the best that it can be. It all begins with buying the right domain name and this is just one thing that we can help you with.

Google Plus Launches – But Will It Make A Difference?

In the last few days the internet has been awash with announcements about Google and its new launch – Google Plus, or to put it more simply, Google+.
Google refers to this as “real life sharing”. It has also aimed to describe its new idea as being more subtle and personal than many other social networks that already exist online. Clearly it is trying to put itself ahead of Facebook and Twitter among others, but it will be interesting to see how far it gets in this regard.
Here are some of the main features to look forward to if you decide to use Google+:
Google Plus
1. Create Circles of specific people depending on their interests and appeal; have acquaintances in one circle and friends in another
2. Add a range of personal interests to your personal Google+ account; use their Sparks search engine to find the relevant information
3. Instantly upload photos from your phone to your private cloud online
4. Meet up with people online whenever it suits you and them, by using the Hangouts feature of Google+
5. Group messaging is also included with the Huddle feature
The project is currently in trials and is only available by invitation. But it is widely expected to be rolled out to everyone in the near future. Vic Gundotra from Google has said, “We believe online sharing is broken. And even awkward…” Clearly he believes that Google+ is the answer to this ‘broken’ sharing. Some believe it is simply Google’s shot across the bows at Facebook et al. But we shall see how good Google+ actually is when it is rolled out to everyone.
For businesses looking to make worthwhile contacts with other businesses and with clients, Google+ could be more useful than some other social networks. It is certainly well worth keeping an eye on. But until the network is launched in full, there is no telling just how successful (or not) it might be. It is definitely worth keeping a close eye on the trial to see whether it could be a useful tool for businesses, like PPC and SEO.

Google is All Set to Issue Another Panda Update

A few short months ago Google changed the face of search engine results by issuing the Google Panda update (also referred to as the Google Farmer update). Now it has been revealed that another update is on the way, although it is by no means certain exactly when this is going to happen.
It is being referred to as Panda 2.2. The main aim of this new release is to make sure that the original source of any material that is then used on other websites will be the highest ranked of all the sites using that data.
The Google Panda update has caused many dramas, upsets and changes since it was first released:
1. Some sites have seen a drop off in organic traffic of as much as 80%
2. Websites such as Hubpages.com, EzineArticles.com and Mahalo.com have all experienced a vast drop in their rankings for specific keywords
3. Just under 12% of all websites were deemed by Google to have been affected by the Google Panda change
4. So called content farms were supposed to be hit hard by the original changes, but this has not always been the case
5. Some genuinely worthwhile websites saw a massive hit in traffic and an equally massive drop in earnings
It is perhaps not surprising that many site owners are nervous of the next round of changes to Google Panda. While the idea behind it may be good, it is definitely the case that some websites have been penalised by it and seen an unwarranted drop in traffic and earnings. It is also the case that spammers and websites that scrape content from other sites have sometimes escaped the clutches of the update.
Matt Cutts from Google stated in SMX Advanced Conference recently that “a change has been approved that should help with that issue (the scraper sites issue). We’re continuing to iterate on Panda.” He also went on to say that “If we think you’re relatively high quality, Panda will have a smaller impact. If you’re expert enough and no one else has the good content, even if you’ve been hit by Panda that page can still rank.
It means that it is even more important to create the highest quality sites and to count on the knowledge of your SEO Company in search engine optimisation to help you maximise your site’s position in the organic search results. Most webmasters know that ranking highly for each keyword they are targeting is one of the most important things to do. If you are unsure of how to do this and how to create your web content to rank as highly as possible, be sure to consult a professional agency such as Broadplace for more advice.

Google Runs Experiment Showing Click Counts for Pay Per Click Adverts

If you have been searching for things using the Google search engine recently, you may have spotted a slight change in some of the paid ads that have been displayed. It has been noticed that some of the adverts have a small line of text underneath them, stating how many times that particular ad has been clicked on.
Here are some things to bear in mind about this new addition as it stands at the moment:
1. Google has issued confirmation that this is a “small experiment”
2. No one knows whether it will be expanded or even continue in the future
3. Two types of additions have been spotted
4. The first said “56,000 clicks” or however many were relevant
5. The second was longer, saying “56,000 clicks for this advertiser”
6. The data appears underneath only some of the PPC ads that appear on the search results pages
Google PPC Click CountsIt is too early to say whether such information would actually be of any use to anyone. There is no way to tell what time period the number of clicks displayed is relevant to, so there is a limited amount of usefulness that the information has anyway.
Effect on PPC Campaigns
Some people are also wondering whether the information would prevent users from clicking on certain ads, if they have a low number next to them. Could it be a positive or negative influence on the results in general?
Another point that has come up by people evaluating this experiment is how it could affect the organic search results. These do not have any click information on them, but there is always the possibility that Google could experiment with showing information for this as well.
If you are looking to use PPC adverts to enhance your business sales, this experiment should not deter you from going ahead. It is too early to tell what effect the new information on clicks will have on the PPC market as a whole. In addition to this only a small fraction of results are showing the information anyway.
Pay per click ads has proven to be highly effective for all kinds of businesses in the past. This is not set to change anytime soon, and regardless of whether Google rolls out its experiment on a larger scale or not, PPC will always be well worth trying. The trick is to ensure you hire an expert PPC Company to manage your campaign for you. This way you will undoubtedly get more clicks for your own adverts.

Web Pages Markup Gets Easier Thanks to Search Engines Alliance

The three main competing search engines – Google, Yahoo and Bing, from Microsoft – are not often seen as best friends. But this week they have announced an alliance that should make it easier for webmasters to markup their web pages in a common format.
The alliance is called Schema.org, and it aims to create one brand new standard markup schema that will be common to all three search engines. A schema is another word for describing how metadata is put together on websites. This information is read and used by search engines to figure out which sites will be ranked where in the results. It also helps to return more accurate results to the people looking for them.
This alliance will have some significant benefits for webmasters who decide to use it:
•    Learning about web page markup will be made easier, as the site will provide a single reliable source of information
•    It will become easier to markup web pages without worrying about whether the markup will be suitable for one or more search engines
•    Less time will be spent deciding how to tackle the markup
•    It will become easier for websites to appear in relevant and better structured searches
Metadata is an essential part of each web page. But since each search engine has up until now had its own preferred methods, it has been very difficult to please them all.
However this united move from Google, Yahoo and Microsoft should make life easier for all webmasters who want to ensure they rank highly in the organic search results.
Schema – Markups for Google, Yahoo & Bing
Schema.org is the alliance between Google, Yahoo and Bing to create a common markup for all search engines. This information will be used to figure which site will be ranked where in search results.
Schema.org is the alliance between Google, Yahoo and Bing to make it easier for webmasters & SEO company to markup their web pages in a common format and to use it in SEO for search engines.

Twitter Launches Photo Sharing Search

A major new photo sharing feature was launched by social networking site Twitter at the beginning of June. This is part of their overhauled Twitter search feature. The website is making sure that the 140 character limit on typing a message does not limit the amount of information that can be gleaned from such a search.
The new photo sharing search offers the following features and benefits:
•    You get the option to upload a photo instead of or as well as a tweet
•    You can attach a hashtag to the message to make it easier to find
•    The search results will reveal the most appropriate photo content as well as written tweets
•    You can capture a new audience through a photo just as easily as you would using a normal tweet
The new service will be rolled out over the coming weeks. Mobile apps will also feature the new service. This means you can take a picture on your phone and upload it to Twitter within seconds. But even online it will be a great new addition to the social networking site.

Twitter Photo Sharing

This is good news for businesses that want to engage with their audience in a more innovative way. Now you can take a picture of your new product and tweet about it. Creative thinking will go a long way with the new photo search on Twitter. It makes it even more important for online businesses to embrace social media marketing and what it can do for them. We shall be watching to see who makes the most of it.

Bing Connects With Facebook to Take Advantage of the Friend Effect

Search engines are always evolving, but the most recent development concerns so called “social search”. This means you can access a more personalised search experience if you are a member of Facebook – and if you use Bing on a regular basis.
Bing now has a connection with Facebook that gives you an enhanced search experience if you sign into your Facebook account before you start searching for things. The idea is that you will be able to benefit from the likes and opinions of the people you know on the social networking site. When you are signed in and you search for something, you will see which stories, items and other content have been liked by the people you know on Facebook.
This is a new angle for Bing to take but it looks like it will be very popular. Since Facebook has so many members there is a good chance you have already joined. But even if you are new to the site you can still join now to take advantage of the “Friend Effect” on Bing.
Personalised search results bring trusted opinions and likes from the people you know to the subject you are searching for. According to Bing’s research some 90% of us seek advice from the people we know before we make any kind of decision. This new collaboration between Bing and Facebook brings this process to the search engine. It is definitely the start of a whole new way to search as well as for SEO and for SEO Company like us.

Smartphone Usage Shows Active Trend Towards Higher Usage

As more and more people have access to a smartphone, it makes sense that the actions they make regarding shopping, browsing and buying become more interesting. According to recent research it would seem that adverts are noticed by over 80% of smartphone users when they appear on their phones. Furthermore nearly the same percentage – 79% use their smartphones to assist with buying decisions.
The study by Google that has revealed all this information and more is called “The Mobile Movement: Understanding Smartphone Users”. It has revealed lots of intriguing and exciting statistics, especially for those businesses that are keen to exploit the idea of advertising on smartphones.
Brands or products are recommended by smartphone users to other people a quarter of the time as well, so this represents another opportunity to promote your brand in various ways to this section of society. Search engines and social networking sites are also used by 77% of these smartphone users. This means there is an excellent chance of appealing to these users if your business has a presence on these sites.
Clearly those businesses that can rank highly through SEO services for their target keywords stand a better chance of being found by smartphone users. In addition if you have a clear strategy to establish a presence on one or more social networking sites you can reach out to this very responsive group of smartphone users. Mobile advertising is certainly a great area to focus on and if you can successfully do so, your business could take a major leap forward.

Companies Increasing Their Online Advertising Budget

The annual benchmark study released by EConsultancy has just been issued for 2011 and it makes for very interesting reading. It reveals that many companies are planning to increase their spending on various forms of online advertising.
As per the study, 44% of people surveyed for the report stated that their SEO budget looked set to rise by as much as 20% in the coming year. Out of everyone surveyed only 7% saw any need to decrease their spending in this area in the next twelve months.
Social media marketing revealed an even more promising picture, with just 5% looking to decrease their budget in this area. 38% were looking to increase their social media marketing budget by up to a fifth, while 18% said they were going to double their current spend in the area.
Finally the survey focused on spending in the PPC – pay per click – area as well. Here the number of people wanting to decrease their budget was higher, coming in at 17% overall. However 46% – nearly half of those surveyed – had the intention of increasing their marketing budget by up to 20%.
Of course simply increasing your budget to focus more on online advertising such as social media marketing, pay per click and search engine optimisation is not in itself enough. You must also have the knowledge to ensure your investment is properly spent. To this end hiring an expert SEO company is the best move to make. You can leverage their knowledge to help your own business, while freeing you up to focus on serving the new customers you will find.
If your own company’s advertising budget will be increasing in the near future, it is important to focus on online marketing as a key strategy. Despite the current economic climate being somewhat shaky, it is definitely the case that more companies are looking to increase their spending in online marketing. With the right assistance you can get a great return on your investment. It may not be good news for traditional marketing avenues, but it is good news for the internet.

Bing Easy Shopping Search is Good News for PPC Advertisers

Many advertisers looking to spend PPC budgets focus solely on Google to get the results they need. But if this includes you, you’re missing out on the opportunities presented by Bing shopping search.
This search facility has been around for almost two years now. But Bing has recently released some updates to the service. Categories and articles have now been added to round out the experience a person will have when searching for something.
Popular products and a swathe of categories can also be seen on the main page, guiding the shopper in the right direction as soon as they arrive.
Bing Shopping new looks
Bing has also added a ‘hover over’ for products in the search results. You can view information like brand, style, material, gender etc along with user reviews.
Bing Shopping hover over for products
You can also compare products in your wish list, share them on facebook and even get feedback from Facebook friends before buying.
When you click on a particular product for more detail or to purchase, other products from search results are presented as a film-strip above the product description.
Bing shopping filmstrip
This means you don’t need to go back again to the search results for the next product. You can just click on the next similar product on the film strip for comparison.
But while shoppers will benefit from the Bing shopping search, the real winners of this improved search model will be the advertisers. If you or your PPC company use PPC – pay per click – as a solid way to find new customers and sales, don’t focus all your attentions on Google. The Bing shopping search displays pay per click ads on the right hand side of the screen. Yours could appear on a targeted page searched for by someone looking for the exact type of product you sell.
If you are already using Bing, it would be prudent to take a look at the changes they have put in place. They may affect your existing PPC campaign and more testing may be necessary to get the best results. If you are new to the search engine this could be the best possible time to try it out.

Display advertising becomes more relevant with Google’s ‘Topic Targeting’

Advertisers can now aim more specific pages for advertising their products/services, thanks to ‘Topic Targeting’, the recent addition in Google Display Network. Google is steadily expanding its display network, this is clearly visible with the additions it keeps implementing. Here is a low down of how the Google Display Network works and the up-gradations that the search giant has made in it.
What is Google Display Network
The Google Display Network (GDN) is primarily a network of websites which are opted into Google’s Adsense program. These websites provide web space, in the form of banners, for Google to show ads thus generating good amount of revenue for them as well as Google. With GDN, Google has been able to tap a number of websites in various categories.
How does it work
Any advertiser who has a Google Adwords account can opt for the GDN. The Adwords program allows advertisers to bid on keywords and show their ads on Google Search Network and GDN. The ad options on Google’s display network range from text, image, video & display ads.
Advertisers can create their own display ads with the help of the Google Display Ad builder tool. It is easy to use and comes with a good number of customizable multimedia templates to choose from. The tool helps advertisers create their own ads and add and edit text as per their requirements. It also helps monitor the performance of their display ads.
Whats new
In order to enable advertisers to have as specific contextual targeting as possible, Google has been constantly providing them with features that help to have more control over where their ads are being shown. From the Display Campaign Optimizer to Topic Targeting, all of it has been done to make the GDN more effective and relevant.
Display Campaign Optimizer
This tool helps optimize the bids of display campaigns that have been run for a decent amount of time. The tool helps in adjusting the bids and placements where ads appear with good Click Through Rate (CTR). This helps in generating maximum traffic from display ads at a lower Cost Per Click (CPC).
Topic Targeting in GDN
Its the latest add-on for GDN. Until now Google used display ads alongside the content on the sites under Display Network with keywords specified by the advertisers. Now Google has gone a step further to enhance this feature. It has categorized websites which are a part of its GDN. Through topic targeting, Google allows advertisers to target certain categories of websites where they want their ads to appear. Alternatively, topics can also be chosen to be excluded from displaying their ads (similar to the functionality of negative keywords).
For instance if an advertiser sells Italian recipe ingredients, he would target an Italian cookery website for his ads to show up. On the other side he would also choose to block certain sites which may not be of any relevance to him, like cutlery, restaurants etc. The advertiser can choose from over 1700 topics/sub-topics.
Google Topic Targeting
The recent ad-on not only supports the existing PPC ad formats & bidding options but also allows URL level supporting enabling the advertiser to identify the web sites that benefit him/her the most. With so much to create and customize with respect to display ads, advertisers can surely see a huge growth in their reach.

Google’s +1 tool- A breakthrough into the Social Space?

Taking a note of the popular ‘Like’ & ‘Tweet’ tabs used by Facebook & Twitter; Google has recently announced a new tool called ‘+1’.
Here is how the Google’s +1 will work
‘+1’ will be a small tab featuring next to the sites displayed SERP. It will allow you to flag sites that hold your interest & you feel like recommending to others. So your friends/others will get to see the sites +1’d by you. To be able to use this tool, one needs to be signed in into his/her Google account and have a Google profile to be able to see the +1’s.
Watch the video

Google’s ‘+1’ will be highly beneficial to those users who are always looking for a piece of advice while picking their options. In short, it’s another way of telling your friends as well as others, “Hey, it’s worth checking this out!”
Just another ‘Like’ or Tweet’?
+1 can be compared with ‘Like’ or ‘Tweet’ button, however there is a major difference between the sites; Google aims at landing people on an external page by providing them with most relevant links to their search (ads or organic listings), whereas Facebook/Twitter want users to stay on their page.
Impact on SEO
Although, there has been no official communication by Google on what impact +1 will have on SEO or search engine rankings, it won’t surprising if Google starts rewarding the content with most +1s. Because the ultimate aim of the search engine giant is to provide the user with the most apt match for their search query.
This would also mean that the website owners would now need to put emphasis on providing the user with the most relevant & useful content in order to have more +1s.
When will +1 tool be available to users?
At the moment the feature is in the pilot testing phase & will be available to a limited group of users. The others will probably have to wait for a few months & keep using ‘Like’ & ‘Tweet’ till then.
Although Google’s earlier attempt of breaking into the social space by means of Google Buzz failed to have an impact, the new tool seems to be more promising.
To be a part of the experiment, visit https://www.google.com/experimental/

Blog Promotion – Very essential as it is truly effective

Blogs have been including in almost every online marketing promotion plan. The making of a blog and uploading it is simply not enough to generate traffic. You need to work your way to promote your blogs ensuring its very purpose of search engine visibility and increased traffic is duly achieved.
While developing a blog due allocate time and efforts to its overall appearance implying it matches with maybe your corporate profile if the blog is a corporate one or in case of anything or service you are promoting. At the same time, you can always have an suitable yet appealing name and profile for your blog.
Once your blog goes live, announce it through press releases and company newsletters which makes people aware of the blog and make it a point to visit it once in a while. Taking aid of social networking sites such as Linkedin, Twitter and even Facebook to announce your blogs amongst your followers is a good way of making your blog presence felt on the Internet scene.
Take efforts to make the blog feel active as well as alive by adding in regular posts and opinions related to the blog. And also you could archive and categorize the posts in a suitable manner making it look extremely neat and tidy in look and feel.
Submit your blogs in free blog directories which again adds up a good measure to increase your blog traffic. At the same time you could opt for exchanging backlinks with other bloggers while making sure you optimize your blog as you would optimize your website. Please take help for SEO Consulting from a good SEO Company. It would definitely help!
At any point of time your priority should be to develop good quality blogs both in content wise apart from its appearance. The title of the blog post should be suitable not only for the content and the blog but also for the search engine. This implies a clear, concise and suitable title helps the search engine to index it in the right way which duly serves it purpose. An important point to note here, is the use of search engine friendly URLs which accelerate the indexing procedure of the search engines.
Blog promotion has become equally necessary as the presence of a blog. By undertaking blog promotion in the right manner, your website is going to enjoy relevant and high traffic which is after all the aim of putting forth a blog.
Broadplace is a PPC and SEO Company providing PPC and SEO Consulting Services

Social Media Optimization (SMO) & the Professional Approach

These days, Social Media Optimization is the buzz word amongst internet marketers. In an initiative to build up and manage an entirely new or existing brand, you need to have an extremely planned and professional approach towards it.
People on the web are extremely savvy and love to keep abreast of the latest buzz activity or trends. People are always on a look out for something new and different on the internet. Whenever an appealing factor comes forward, its chances of gaining popularity increase manifold and related information spread like wildfire. This is because of the presence of social networking sites such as Facebook, MySpace, YouTube and Twitter, on which most of the net savvy people are actively present and involved.
Here again, the human element plays a pivotal role in gaining web presence and hence, the portrayal of information in the right manner and at the right time is extremely crucial. Information can be publicized by using object of interest to the human mind which range from audio visual media such as images and videos while for those who love to read can be targeted using blogs, status updates, wall posts and even comments. It is through these very media aids, you generate a large amount of interest and even traffic to your final objective – be it your website, your product or service or even your company.
Engaging in social media optimization activity requires you to be professional yet humane and even sociable at all times. After all, Social media optimization provides you with an important gateway to the virtual market place, that too socially !!
If you are looking out for SMO professionals, here is Broadplace offering SMO services at best budget. For more infor visit the link below.
SMO Budget.

The Basics Behind Adwords New Interface

Adwords has been growing like a weed since it was first introduced to the Internet community and it has been one of the most popular programs with advertisers ever since. It is one of the many bits and pieces of Google that is consistently reinventing itself and recently a new interface was released for the program. It is currently available on the active campaigns tab and users can switch back and forth between the old and new interface for thirty days so that they can get used to it. All of the news accounts that have been created since its appearance in campaigns use the new interface.
There are some changes to Adwords that make the new interface different. Here are some of the highlights.

  • Left navigation has been added to the main screen giving the program an Adwords Editor feel. This makes navigation through the program considerably easier as now you look at your entire account with one click.
  • You can now see all content on all levels of a tab hierarchy which helps you with analysis of your Adwords campaign.
  • A keywords tab has been added to the new interface as well as graphs similar to ones being used in Google Analytics. This allows the user to spot trends quickly and view metrics and data comparisons.
  • You can now define rules for your keywords, ads and placements thanks to the new filter feature. You can also set the CTR percentage so that you can phase out of words that no longer produce results.
  • You can create new campaigns easily with the simplified interface. Bids, ads and keywords can all be created and set using the campaign management tabs after the ad groups have been created.
  • The ease of Adwords Editor has been added to the new interface in order for users to edit their keywords when needed.

Previous Post : Have You Reviewed Your Conversion Funnel Lately?
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Have You Reviewed Your Conversion Funnel Lately?

There is nothing more frustrating than running a pay per click campaign only to suddenly have your conversion rates that were so good start to sink to the depths of so bad, especially when you have no idea what, exactly, is causing it. If you suddenly notice that your PPC is not converting the way it was or should be, you may not be able to pinpoint any particular reason. At least, not until you look to see what may have changed on the website you PPC is on.
Utilize Google Analytics tracking to help you discover what has changed and what is causing the abandonment rate of the website to increase. It could show you why people are leaving your site before performing the action you desire. You are going to have to think of some new ways to bring them back. Plus, this tool from Google will pinpoint exactly which pages are dropping the PPC ball. Could the season be the problem? What about the landing page?
The landing page your ad is currently on could be the biggest problem with dropping conversion rates. If you notice a high rate of bounces then it’s safe to say the page is not working. It also helps if the landing page is optimized for usability. You may want to hire a professional to help you develop a landing page that works and keeps your conversion rates up. You have to consistently check this ‘conversion funnel’ to find out what is going on so that you fix it and get your PPC campaign back on the right track.
Previous Post : Keep An Eye On URL Tagging And Tracking In Your PPC Campaign

Keep An Eye On URL Tagging And Tracking In Your PPC Campaign

If you are using URL tagging and tracking to see how well your PPC campaign is doing you could discover that your reports are not really reflecting how well you campaign is actually doing. Because businesses use different systems to track and monitor their campaigns, they could easily run into three major problems. These problems include tracking parameter order, 301 redirects, and the structure of your URL. Let’s take a look at each of them.
Tagging URLs is one of the most popular ways to track your progress but many people do not realize that the tracking parameters have to be in the right order to get the information you’re after. If your parameters are listed in the wrong order you will receive incorrect or even no information about your PPC campaign. Look over your tracking parameters and make sure the &UTM URL is the first parameter in your list. If it is not, you need to reorder it.
301 redirects are used to divide your PPC traffic into direct and organic categories which can make a mess out of URL tracking. Adwords’ glcid tracking code and the &UTM=source code are part of these redirects. In order to make sure your tracking figures are accurate with 301 redirects in place you need to test the gclid and then see if the 301 redirects are the problem. You can test the 301s by typing in the destination URL with an appended end. Here is an example: “www.sample.com/?gclid=test”. If there is a problem you will have to configure your server so that it passes the glcid test as well as other tracking parameters.
Finally, you need to make sure that URLs are structured properly so that Google Analytics can track them for your PPC campaign. If they are not formatted or structured right the program cannot record the traffic properly. Once again check you &UTM=source parameters to make sure they are applicable and then go through the troubleshooting tips offered in Google Analytics to get your tracking back on track.
Previous Post : Twitter Has Taken Internet Marketing To A New Level

Twitter Has Taken Internet Marketing To A New Level

More and more companies are looking for ways to market their products and services on the internet. Social media and networking sites are growing in popularity and so are the advertisements that are found on them. Twitter, one of the most popular social networking sites, has become the new media for companies who are engaging in social media marketing. Social media marketing is doubling the impact regular advertising has and helping many companies reduce their marketing costs. Those companies utilizing Twitter to reach out and touch someone also recognize the media’s potential in reaching new customers. With a touch of search engine optimization added, tweets are helping companies that use Twitter get better exposure and are driving traffic home.
It remains to be seen just how long Twitter is going to remain a viable marketing tool. The social media site has grown so big so fast that industry pundits have to question if it is just a fad or something that will stick around. While many still think it is just a personal interaction tool, companies are researching the amount of Twitter use that is really going on. 90% of tweets are posted by the top 10% of users as compared to other social networking sites. These same 10% on other sites only post about 30% of the content.
What does this mean for businesses that want to use Twitter? It means that Twitter is an open platform for companies who want to find their potential customers. They can do that by simply starting a tweet and seeing how people respond. Once they get a discussion going they can start to reach out to those tweeting back. Twitter is a much underutilized business tool that is waiting to add a new dimension to businesses. It’s only a matter of time. Broadplace Advertising having expertise having well established as PPC and SEO Company has well formulated SMO services offering.
Related Post : The Basics Behind Adwords New Interface

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