Posted by: SEO Positive

Posted on: February 26, 2013 10:27 am

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We all know that smartphone popularity is growing at an unprecedented rate, but it seems as though our confidence in mobile activity has a little way to go. It was reported in E consultancy recently that an MEF survey of 9,500 people from 10 different countries found that only just over a third are comfortable sharing personal data.

37% claimed they didn’t feel confident sharing this information with an app, with a further 70% saying they felt it important that an app made them aware when it was collecting data. 71% felt the same about the company sharing their data.

However could this be down to a previously bad experience, or simply just lack of awareness about mobile activity? The trend is still a relatively new one, and other research by Intela has shown that half of UK smartphone users are now happy to spend more than £10 on their mobile.

This is line with the increase in the past year of people using mobile devices to purchase online goods and services. However, it’s worth remembering that we are dealing with only small amounts here. Should the figure be £50, we may see the amount of people willing to part with their cash drop significantly.

So is it that we are more worried about our personal data than we are about our financial details? With recent Twitter hackings as well as multiple questions surrounding Google’s security issues following the Street View Cars situation, the topic has gained a lot of news coverage.

Either way, it looks as though it may be in the hands of brands and their app developers to build our confidence. Improving transparency and keeping customers aware of how their details are being handled should help with this. Companies should also think seriously about investing the necessary time and money in these apps to keep them free from viruses and other issues.

Posted by: Lewis Austin

Posted on: February 22, 2013 5:20 pm

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As many tweeps would have found out last Wednesday, either by blogs or first-hand experience. Twitter has revised the “rules” of tweeting when using links of one kind or another. Apparently the cause of this reduction is due to a change in Twitter’s t.co link wrapper.

How It Works

By adding a link to your tweet, you reduce your character limit down to 118/117 characters, depending on the type of link that you use, be it http or https. This will usually be used to explain the link and in the case of social media marketers, be used to entice a follower into clicking the link. After a little experimentation I can deduct that it does not matter how long the Url is. Try it for yourself, add a Url of your choice into the “post a tweet” section (preferably one that’s already been shortened), now add some random characters to the link. Your number of remaining characters should stay the same.

What Does This Mean

Well in some cases, you are actually missing out on characters, some bit.ly and t.co links are short enough for you to be losing a maximum of 2 characters. However it’s not all doom and gloom, I wanted to share an article from Mashable and noticed that I had 2 extra characters that I would have had.

It is easy to state why this loss of 2 characters is a problem, as a lot of businesses find it difficult to write an effective tweet, let alone in 118 characters, but in the long run, quite a few links will actually be at a slight advantage, and that advantage is only as significant as the disadvantage in this scenario. If you’re not buzzed about the pros, you shouldn’t really be bothered about losing 2 characters.

This structured method to tweets referring to external sources could actually help businesses learn how to make the most of the space that they have. As we all know it can be a task to get the attention of users on Twitter, due to its’ “here and now” approach, so it is more important now than ever to make each character count.

Posted by: Stacey Cosens

Posted on: February 19, 2013 3:26 pm

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Last week, Google announced that AdWords would be introducing Search Funnels data.

The aim is to show how users search for products before converting, allowing PPC managers to make informed decisions in Adwords and get the most from their campaign.

Google has introduced search funnel columns to add to a campaign, ad group, keyword and ads tabs. The conversion tracking is a particularly helpful new function, allowing users to add columns for many common search funnel metrics such as assist clicks, click assisted conversions and assist impressions.

This means that now PPC managers will be able to see the assisted conversion metric and help ensure they are not missing out on opportunities when optimising keywords.

Basically this now means it is much easier for PPC managers to understand what keywords might lead someone to their site eventually and lead to a conversion, even if it is not the last keyword they search. This paints a picture of the journey a consumer is likely to make to hunt out a service or product.

The news comes shortly after AdWords announced that it would be introducing Enhanced Campaigns, allowing advertisers to target people based on the time of the day, location and device they’re using.

The service enables PPC managers to manage everything in one place rather than working on and comparing several different campaigns.

Posted by: Kerry Sheahan

Posted on: February 14, 2013 11:58 am

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We often talk about the phenomenal growth of mobile search and how too many digital marketers aren’t doing enough to adapt their strategies to this trend. However, recent research from Marin Software, the leading paid search management platform, shows that this may be changing.

The data shows that mobile devices achieve higher click through rates (CTRs) than desktop when it comes to UK paid search ads, a somewhat surprising discovery when considering the length of time they have been in regular use.

The study looked at how different devices performed last year, with smartphones leading the way with the highest CTR at 5.87% compared to 3.93% on tablet and just 2.29% on desktop. The gap between smartphones and the other two devices is quite significant, and what has surprised many people in the online marketing arena the most is the difference between smartphones and tablets with most people expecting these to be more similar to each other than desktops.

As well as achieving the highest CTR, smartphone clicks are cheaper than the corresponding desktop and tablet clicks, which may prompt more paid search advertisers to target their ads towards this device.

Generally speaking, keywords and ads that are closely related to each other and your business will give your ads the best chance of achieving a higher click through rate.

The research also delved in to cost per click, this time with tablets coming out highest. Tablet CPCs saw the most significant growth during 2012, averaging a 36% increase in the UK compared to 24% for smartphones and 14% for desk top.

The recent move to Enhanced Campaigns may affect mobile CPCs during the 2013, so it will be interesting to keep track of how this develops. The new method of managing paid search means that advertisers will be able to target people based on the time of day, their location and the device they’re using.

Posted by: Kerry Sheahan

Posted on: February 7, 2013 9:36 am

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Yes we all know that more and more people are browsing the internet using a mobile device. You may even know that one in seven searches is now on mobile. But are you doing enough about it? Most people are now aware that they need a dedicated mobile site, but in order for this to be successful you need to think about your keyword selection too.

Why? Because you could be missing out on keywords that your audience uses on mobile that they may not use on a desktop. Those using a mobile device to make a search are often on the go and may accompany their usual search term with words like “local” or “nearby”. Make sure you’re not choosing the wrong keywords for your intended audience.

Before you start making your choices however, be sure to have a clear idea of what you want your keywords to achieve.

Once you have defined your goals there are a number of tools that can help you find the most profitable search terms for your mobile site. You need to establish how mobile searchers discover your site as well as how people find your competitors.

  • Google Webmaster Tools allows you to see where you rank for the keywords that mobile searchers enter.
  • Google Analytics gives you keywords used by mobile and tablet users. You can even separate results to show the difference between mobile and tablet.
  • Google Keyword Tool can provide you with mobile specific keywords that you aren’t already optimised for.

The next stage in your quest for the perfect mobile search terms is selecting the right ones. Easier said than done- these tools can help you estimate traffic and competitiveness but they aren’t enough on their own.

Google Webmaster Tools mobile search queries report is useful for comparing desktop queries with mobile queries and establishing the differences in the search behaviour of users accessing your site from different platforms

Mobile/non mobile tag clouds can also help you see what other search terms your mobile audience is interested in and is a quick way of finding out which keywords are used more by mobile users than desktop users.

Remember also to calculate the mobile percentage of total traffic using Google Keyword Tool. This should help you determine keywords that are not only relevant to your business but most likely to provide you with more search traffic.

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