RTB and DSP make real-time mobile ads more targeted and trackable
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Real-time mobile display ad buying is a technology with the potential to transform mobile communications.
RTB can improve targeting, tracking and campaign management to create an easily accessible real-time marketing medium capable of generating impressive ROI.
RTB is rapidly evolving from a technology option to create a new strategic foundation for mobile advertising - particularly when used in conjunction with time saving demand-side platforms.
Fragmented, complex mobile ads campaigns could become a thing of the past
Mobile advertising revenue growth figures have proved rather disappointing compared to early analyst forecasts. The 'less than thrilling' results are largely attributable to the complexity and fragmentation that must be overcome in order to deliver effective multi-device, multi-network, multi-operating system mobile campaigns.
The undesirable mobile campaign characteristics that…
"The first major update since 2007"
Well, that's what Google say, so it's an indication of how important this could be for digital marketers. It was 2007 when Google launched Universal Search, how time flies. 2012 sees the launch of a new upgrade called Knowledge Graph. In this alert we've summarised what it is and why it matters to marketers.
Value/Importance: [rating=5]
The feature is rolling out now for some users in the US, it's expected that other countries will get it in a matter of weeks. We'll update when it becomes live elsewhere. It could be a while since Google+ integration in Google.com is still a different experience for non US users since several months.
Recommended link: Google’s official introduction to the Knowledge Graph
What is Knowledge Graph?
Knowledge Graph is a set of semantic tools which aim to make your search results more relevant and informative - Google sees this as the first step…
Many businesses are now looking to use mobile apps to encourage customer interaction and loyalty. Fortunately, this seems to fit with the preferences of mobile users; recent research from Comscore showed the popularity of apps compared with mobile sites: 82% of mobile media time is spent with an app. So how do you get users to start using an app rather than a mobile version of the website?
Popular app discovery methods
A good place to start your plans for app promotion is to look at how apps are commonly discovered by mobile users. For popular apps from well known brands like those for Facebook, Twitter, eBay and Amazon, gaining adoption from an existing user base is relatively straightforward it seems. But what about everyone else, how do you encourage adoption of your app from existing and new customers?
This research on…
Aimed at capturing a greater share of higher converting ‘long tail' traffic
Ecommerce websites can inadvertently fall short of SEO best practice because, for example, the site may be accidentally riddled with crawler and duplicate content issues. Such issues are inherently linked to product optimisation, an oft-neglected aspect of SEO which is the focus of my post.
It’s surprising how often ecommerce sites neglect this dimension of SEO.
People tend to be distracted by the high volume head and middle keyword terms and forget to pay attention to the crucial keywords pertaining to the long tail.
Many sites succeed in capturing a fair amount of long tail traffic without paying particular attention to it. Nevertheless, it’s still important to capture as much of long tail traffic as possible because long tail traffic converts better than head term traffic.
Tip 1 - Duplicate…
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15 May 2012
Social media marketing gives new options for segmentation
Since the 1950s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy.
Accurately define your market segments and then the follow on activities of targeting and positioning are much more effective.
With the advent of social media marketing, many are asking whether social networks, and their ability to engage with individuals interactively and in real-time, made the practice of categorising people into groups redundant?
The answer has to be a resounding “No!”, but the way brands categorise consumers is changing.
Towards ‘socialgraphics’
Consumers are considerably more socially mobile and transient than when demographic segmentation was first adopted by marketers. Also, as a result of the web and social media, consumers are much more informed and influenced, think 'Tripadvisor'. They have access to greater choice and their smartphones are…
A new look and less features for GWT
Importance: [rating=2]
Recommended link: Google Webmaster Blog announcing the new design
In the past 3-4 weeks Google have made various changes to the Google Webmaster Tool platform, including, more recently, updates to the design.
The new design implementation is focused on bringing the platform into line with other recent design updates for the search giant. During the update Google has also updated the navigation grouping of features:
We distinguished the following groups: Configuration, Health, Traffic and Optimization. Each group represents a related set of functionality:
Configuration: Things you configure and generally don’t change very often.
Health: Where you look to make sure things are OK.
Traffic: Where you go to understand how your site is doing in Google search, who’s linking to you; where you can explore…
How one creative agency got creative with its offline advertising
If you’ve ever travelled on the London Underground you’ll be well aware of the fact that virtually all space is for sale.
Over a billion passenger journeys are made every year which, coupled with an average platform wait of three minutes, gives brands an amazing opportunity to engage with a large number of people during their commute.
In fact, according to data from CBS Outdoor, 87% of consumers actually welcome tube advertising as it provides them with a distraction on their journey.
A 'London' voice and engagement measurement
With so many brands competing for space, there is a need to develop a tone of voice that speaks specifically to London commuters. Holiday or dating agency adverts are likely to focus on the convenience of London transport for selling their product.
And how do you measure…
Ideas for making Google Adwords ads more effective
I've found when managing Pay Per Click (PPC), that it's a channel, much like SEO, in that it attracts intelligent people to manage accounts and it can quickly become extremely complex. Alternatively, it's easy to experiment in an
No doubt you will have seen this with your own PPC accounts, it quickly gets to a point where someone says, "we will have to restructure the account". It is inevitable in an environment with so much technology, data and ability to easily / quickly test. The motto for effectiveness in messaging though is, "Keep It Simple, Stupid" and I think this applies to PPC ad. The 5 tips below do not get into the intricacies of technology or copywriting, but instead aim to remove the blocks and limitations of technology and give you a process for a more creative approach to text-ads. Technology can come in afterwards.…
Google Targets Low Quality Sites Again
Source : Google Inside Search Blog
Importance : [rating=4]
Our Commentary
Google has started the rollout of a small algorithm update targeting poor quality websites. It's been dubbed Penguin by SearchEngineLand.
The techniques Google are targeting as part of this update are not new and Google has been combating them for years already.
In their blog post announcing the change Google explain they are targeting both anchor text of links and quality of content on a page as primary focus. When looking at the examples used to explain the the type of spam they are targeting - you can see it is very keyword heavy copy or irrelevant links as part of the content as this image shows. It's from an example of a site Google calls out which it is…
7 of the best sources for learning about Google SEO algorithm updates. Sites and forums that discuss the latest updates?
I’m often contacted by site managers and marketers who have just experienced a change in their rankings in the natural listings. Often this is because Google has recently made changes to its algorithms that have affected rankings. I’ve been hearing more of these recently (especially from site owners who've received to unnatural link notices), so I thought it would be helpful to create a short reference of the best sources to learn about current updates.
These are the sites I monitor to learn about changes - I’ll start with the official Google line which I recommend subscribing to through a feed or Twitter and then look at other sources including forums which are often more useful for understanding the SEO techniques which may have been penalised.
1. Google Webmaster Tools Blog
As the…
