Category Archives: Media

How will Google Instant affect Paid Search?

So the web is buzzing about Google’s new ‘Instant Search’ offering which, in a nutshell means you can get to search results much faster than you could before because you don’t even have to finish typing your full search term, or even press ‘search’ – laziness refined.

However, my immediate next thought was; will this mean that because you will see results as you type it will help you define your search term, therefore self-optimising your results or, will it just be bloody confusing?

Then, with my business head on and my client’s best interests at heart (of course), how will this affect how we bid on paid search results? When you bid on search terms, impressions impact directly on your Google quality score, which is equally important to how much you pay per click.

So, I’m typing in my search box and as I hit each key on my keyboard its changing results (obviously) but that of course means the ads change too.  Sooo; whereas before one word could result in one impression, that same word could now mean several impressions…

This dramatically changes the way our consumers will look at the SERP (Search Engine Results Page) and I would imagine how they click on the results and ads.  So off to Google’s BlogSpot I went and this is what I found out:

When someone searches using Google Instant, ad impressions are counted in these situations:

The user begins to type a query on Google and clicks anywhere on the page (a search result, an ad, a spell correction, a related search).The user chooses a particular query by clicking the search button, pressing Enter, or selecting one of the predicted queries. The user stops typing, and the results are displayed for a minimum of three seconds.

Google recommend monitoring your ads’ performance the same way you usually do. Google Instant might increase or decrease your overall impression levels. However, Google Instant can improve the quality of your clicks since it helps people search using terms that more directly connect them with the answers they need. Therefore, your overall campaign performance could improve.

This goes some way to help but I think we’re going to need to keep a close eye on our quality scores and also pay particular attention to negative and long tail keywords…

If you want more information or help on Google Instant Search here are some useful links:

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=187309

http://googleblog.blogspot.com/2010/09/search-now-faster-than-speed-of-type.html

http://googlewebmastercentral.blogspot.com/2010/09/google-instant-impact-on-search-queries.html

http://adwords.blogspot.com/2010/09/google-instant-more-innovative-approach.html

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Is social media right for my brand?

I get asked this A LOT!

Today was no exception. Social media has fundamentally altered online marketing by opening up the way that consumers can share information, create information and ultimately therefore, add or take, value from that information.

Your brand is no longer in your control online, the conversation is happening but the question clients are afraid to answer is whether they should be a part if it…

The hype that surrounds social media can make it difficult to distinguish which factors will effectively integrate into your overall strategy, but with the right strategy in place it can revolutionise how you communicate with your consumers.

The key to success is the approach. Setting up a Twitter page or Facebook page and asking people to follow your brand or ‘like’ you won’t work. To effectively cut through all the noise your brand needs an informed social media strategy.

Carefully considered insights, best practice case studies and real-time monitoring of your brands buzz will help inform how to implement the most effective social media activity in line with your wider marketing plan. With ongoing monitoring of the conversations sparked online you can then build upon this to inform your brand decisions moving forwards, this information has proved invaluable to thousands of brands already.

I will say again though it does need to be planned, failure to effectively target your consumers can leave you open to ridicule across the web, so I guess my answer is; Social Media can be right for your brand if planned and implemented in line with a relevant and considered strategy. Don’t just jump on the bandwagon for the sake of it.

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What is Google AdWords?

Google run a suite of tools and my clients are forever flummoxed as to what they are, recently I’ve been asked a lot about Google AdWords so I felt it only appropriate to outline exactly what Google AdWords is in a couple of simple sentences.

Firstly, by using Google AdWords, you can create display and text ads which then run across Google, it’s quick and easy (even for me). There’s no minimum budget (there is a small set up charge though) and as with Pay Per Click (PPC) you only pay when someone clicks on one of your ads.

Secondly, once up and running the AdWords ads are displayed within search results or you can choose to display your ads on content sites in the ever-expanding Google Content Network (GCN).

That’s it (honestly), plus when you are happy with the campaign you can use Google Analytics to look at how your campaign is performing and identify areas that might need optimising.

See, simple!

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