Posted by: Lewis Austin
Posted on: March 27, 2013 4:28 pm
Today a couple of members of our PPC Team, more specifically: Evaldas Balcius and Lewis Austin set off to London to attend the Google Engage for Agencies event. All in all it was a really insightful meeting that helped to outline the importance of Google’s latest and greatest developments.
A major focus and point of interest for the agencies was the infamous enhanced campaigns. The main benefit of enhanced campaigns was driven by context. This means that a difference in context will result in a difference in behaviour, so to make the most of these moments, we need to be able to provide content that will encourage the user to convert.
Taking the example of Niamh Mahon; if I have a pizza restaurant and someone is searching for “pizza”, on a mobile device whilst in a 1 mile radius of my store at 7PM. It is a pretty safe bet to assume that the searcher is going home and would like to grab a pizza on the way back. This context means that the searcher is very interested in making a purchase as soon as possible. As a business, it is these moments in time that are invaluable to my business and to making a sale. Based on these behaviours, I can use enhanced campaigns to set bid adjustments for: mobile devices, location and even time of day.
We were then brought up to speed with YouTube, not so much the stats as we all know that YouTube is the giant in video sharing networks. More so about the advertising opportunities that YouTube can offer. One interesting feature available is road blocking, this is similar to sponsoring a channel, so your ad will show for the majority of a selected channels’ videos. By doing this, you can display your message to an audience who you deem to have an interest in your product. Another good point to remember is that you won’t be charged for your ad if a viewer clicks the skip button on your ad, which will save you a lot of money and, give you 5 seconds of free exposure.
The last presentation was an eye opener of how we as consumers use different devices and methods to search. It was interesting to see that you can use Google accounts to have all of your browsing data accessible across all of your devices. This means that if I was in a shop and saw a pair of sneakers that I really liked, but wasn’t 100% about the price, I could run a search using the barcode and compare online prices to what is in store. If I feel that the high tops are a little cheaper online, I could go home and open up my laptop, load up chrome and continue where I left off on my mobile.
I think that we can take a lot away from Google Engage this year, in terms of future developments and how our target market is predicted to evolve technologically in years to come.
Before you all run off to research more about enhanced campaigns; here is a quick snapshot of Google Engage for Agencies this year, our Evaldas Balcius is in there somewhere, can you see him?
Posted by: Lewis Austin
Posted on: March 13, 2013 12:51 pm
On the fateful day of March 11th , Google released an article about the up and coming access update to Google Analytics. This means that now you can grant access based on property level, as well as the previous situation of profile and account level. Also there are now three different three different levels of account access: view, edit and manage users.
This update is definitely one that will be welcomed with open arms. From an agency point of view, Analytics is about to become a lot more convenient. Previously it was often the case where a client would grant access to the whole account and sometimes clients will have multiple domains which are irrelevant to the services you are providing. This means that your profile list in GA becomes colossal; hopefully this update will help to tidy things up. With regards to the access levels, it looks like some of the inspiration for this has been taken from AdWords. This is a useful feature because now agencies can replicate account access structure into their Analytics.
Businesses will also find benefit from these updates. Data can be a very important thing and a lot of people are not so enthusiastic about simply handing over this information. Now businesses have more control over their data and who can access it.
Google has said that the update will be rolled out over the next few weeks, so some people will be getting this sooner rather than later. However, there is no need to panic about account access levels as if you are currently an admin, you will be upgraded to have full rights.
Posted by: SEO Positive
Posted on: February 2, 2011 8:59 am
Content up to now is considered to be one of the most sought after factor in the field of search engine optimisation, this is because of the fact that content is still one of the best factor to utilise to increase keyword visibility, aside from that, a website rich with content would mean an increase in the probability of being indexed by the most popular search engines like Google, Yahoo and Bing. However how does one determine content quality or what are the parameters in considering whether or not a content is good or not?
To determine content quality one must have a good method of analysing such content. First step that one must do is to find a good measuring application, for those SEO experts and SEO consultants with a small budget using Google Analytics, would do, however it would not hurt to add other analytics program to your arsenal. To measure the success of your content several parameters should be taken into consideration and these are the following:
1. Make it your goal that your content is visible – visibility does not pertain on the physical visibility pertaining to fonts, rather it pertains to the ability of your content to be easily seen by users and webcrawlers. For users, making your content interesting would make it visible to users, choose a topic that would be interesting and relevant to your readers and their needs respectively.
2. Actual readership must be measured, this means that with your analytics programs you have to measure the number of people who actually read your website content, this way you will be able to understand what are the specific contents in your websites are actually gaining traffic.
3. Provide an Avenue for sharing your contents – as much as possible incorporate in your content different buttons that would enable the reader to share your content to the different social media network websites.
4. Generate Leads through your content – through your content you are given the avenue to convince your readers to purchase or avail of the services or products you are selling.
These four guidelines could help you create a good content that would not only be interesting for your reader but very much crawlable for the search engine bots.