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 6, 2013 5:38 pm
Enhanced campaigns are a fairly new update, about a month old, for Google AdWords. There are some great new features available once you upgrade such as: location targeting and sitelinks. But to get all these great features, you must upgrade to enhanced campaigns.
So how do you go about upgrading? Well, the first step would be to identify whether or not you need to upgrade. If you go into your campaign, you should have a pop up box telling you to get started.
Once you click through you get a lovely new pop up box that explains all of the new features waiting for you in enhanced campaigns.
The next page you’re taken to will ask you to select your mobile bid adjustment. Bear in mind that the “recommended” percentage is based on what other people in your industry have done, so unless you have historical data to base your adjustment on, it is probably safer to stick with the recommended amount.
Just like that, you’ve upgraded.to enhanced. There are loads of great new features available, but we will be releasing a sequel to this tutorial that will outlines the new features and how you can make the most of them.
Posted by: Lewis Austin
Posted on: March 6, 2013 4:57 pm
According to Knotice, 41% of all emails are opened using a mobile device. The search volume conducted on a smartphone doubles almost every month and to top it all off, 25% of UK purchases are made using a mobile device. Those are some hard facts and to a marketer or business, should emphasise how important mobile optimisation is.
For those of you who don’t spend every waking minute following Google’s every move, Google AdWords released a huge update called enhanced campaigns. There are some advantages to be gained from this such as improved site links, but the main focus on this is to target mobiles. By making all ads display in the mobile search results, it ties the hands of businesses and agencies using AdWords. Now they must create a mobile friendly landing page, or suffer a loss at the hands of an increased bounce rate and much lower conversion rate.
It is safe to say that all the top dogs are barking about mobile. All the stats are available and there is the evidence to prove its ROI.
Let’s think about this for a second though, Google does encourage businesses to “think like their customers”. Cast your mind back to when you last whipped out your smart phone and looked for information, be it pizza, a bakery or a fact to prove that you do know what you’re talking about in the pub. You scroll through the results and find something promising and chances are if you’re not on EE and in London, you’ll be waiting a while but that’s ok because you want to see this page.
As the page finally loads next to a new day dawning, you have to navigate your way through a huge website with tiny text and elements of flash. To get any good content, you have to pinch your phone being careful not to mis-click and lose all your hard work, and then if you finally find what you are after, you click the link and your thumb or finger is “too” big, so you’re sent off to another page and the journey begins again!
From a business point of view, if a mobile user is browsing on their phone and clicks through to your site, chance are that they are pretty engaged and interested in converting. All you have to do is make it as easy as possible for them to find what they want.
Posted by: Stacey Cosens
Posted on: February 19, 2013 3:26 pm
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.