The new Adwords Enhanced Campaigns interface is being introduced to agencies over the next week with training webinars lined up from this Friday. Search meetings all week have been dominated by speculation over what the changes would mean. While all will presumably be explained and any loose ends smoothened out eventually, I started to put down a list of questions for myself that I thought I’d share here. Bear in mind, I’ve purposely stayed away from reading articles on the change outside of the Adwords blog or having speculative discussions with colleagues. So if some of the updates you’ve read on the internet this … Continue reading Some Questions ahead of the Adwords Enhanced Campaigns roll-out
Every marketer recognizes that Word of mouth conversations are the holy grail of advertising, helping to amplify paid campaign buzz and give messages longevity far beyond booked media schedule periods. A new study on Googles Think Insight website explores the relationship between the Internet and WOM conversations. Not surprisingly, the study emphasizes the role of search at all stages of conversations. Some key findings: 1. The Internet is the #1 spark for WOM conversations and the first source for information after 2. WOM impressions generated by search are 27% more credible and 35% more likely to lead to a purchase … Continue reading Word of Mouth and Internet – Google Study
If you follow Formula One racing you will know that Red Bull are suddenly the team to beat in 2011, staying ahead of established teams like Ferrari that have ex-champion drivers in their ranks. Much of their new found competitiveness is down to them now having the best car, which counts immensely in this most technology dependent of premier world sports. PPC marketing is analogous to Formula One in some ways in that the pre-requisites for success are similar. Both need a top-notch driver (Campaign Manager), race strategy (Campaign Optimisations), an experienced team principal (Account Director) and the best in line race car/engine (PPC Campaign Management … Continue reading Is your PPC Campaign tool on Red Bull?
Google has launched the Instant Preview feature for its paid search Adwords program worldwide. Instant Previews provides a graphic overview of a search result and highlights the most relevant sections. An icon appears besides the ads allowing users to preview the landing page without having to click-through. The feature has previously been around for a few months for organic search results only. The feature is active here in Australia too (see example). I have four early observations to make: Paid vs Organic Distinction The distinction between the paid and organic results on the Google results page has been completely blurred now. Look at the example … Continue reading Google Instant Previews Now Live for Search Ads
In my last post, I discussed in length the 5 major challenges Digital Agencies face today as they try to grow their individual shares of the growing digital ad spend pie. Today I’ll offer a few suggestions towards this goal. To use a sports metaphor, Online needs to stop projecting itself as the new kid on the playground, with the shinier bat and pads. Fancy flash dashboards and a dazzling array of metrics will get you only so far with astute marketing heads. If you want to score then build partnerships, and you may get to bat up the order someday. The traditional guys … Continue reading Digital needs to grow up
Couldn’t resist snatching a look at what the two major parties are doing in the digital realm for this election. This election was supposed to be the big digital one taking cues from Obamas election in ‘08 but so far both parties are doing just ‘enough’ with the Libs marginally ahead. A classic example was the morning after the PM’s solo appearance on ABC’s Q&A show when Google searches for the Labor party and the PM were expected to spike. On this day however, the ruling party was conspicuous by its absence allowing its competitor to easily capture all those … Continue reading How Aus Pollies are using Search in the Federal Election