14 years ago we saw the launch of Google AdWords which started with just 350 advertisers! In 2013, Google surpassed $50 billion in total advertising revenue which equates to a little over 85% of their total revenue figures for that year making AdWords their main source of revenue.
Google place a big emphasis on their users and the how important the customer journey is to them. This is becoming more and more evident as the years go on and website owners really need to embrace this if they want to compete in this competitive advertising space.
We are seeing more and more organic algorithm updates being launched, with many sites being hit by manual and algorithmic penalties. Googles stance on this is that they are trying to make the SERPs better and deliver more relevant results for their customers. Some would say that this is true, but the cynic in me believes that this is also being done to line Google’s pockets with more ££££. As sites get hit with penalties and their rankings and traffic diminishes, they need to change tact and step up their paid search marketing campaigns to recoup some of the lost traffic and revenue.
In this presentation, Samantha looks at why SEO’s need to pay attention to PPC and why PPCs need to pay attention to SEO. The two marketing channels should work in harmony together. At the end of the presentation you will understand how you can capitalise on some of the latest paid search initiatives and get an insight into some predictions on where paid search is heading in the coming years.
72. GOOGLE KNOW
A LOT ABOUT YOU
• Name
• Other names
• Nicknames
• Age
• Gender
• Relationship status
• Date of birth
• Contacts
• Who you engage with
• Who engages with you
• Content you share
• Content your contacts share
• Your background story
• Your tagline
• Career history
• Job title
• Occupation
• Education history
• School
• College
• University
• Current address
• Previous addresses
• Email address
• Phone Numbers
• Other social profiles
• Sites you contribute to
• Links to businesses
• Links to sites
• Google apps you use
• Websites you visit
• And loads more
75. LINKEDIN KNOW ABOUT
‘BUSINESS YOU’
• Name
• City of residence
• Phone
• Email
• Current employment
• Previous employment
• Marital status
• Previous names
• Birthday
• Address
• Website
• Email address
• Recommendations
• Connections
• Languages spoken
• Skills
• Education
• Interests
• Honours and awards
• Groups you join
• Companies you follow
• Projects you work on
• Content you share
• Posts you write
• Publications you write for
• Organisations you support
• Test scores
• Courses you have taken
• Patents you have secured
• Certifications
• Causes you support
AND MUCH MORE…..
78. FACEBOOK KNOW EVEN
MORE ABOUT YOU
• Name
• City of birth
• City of residence
• Phone
• Email
• Current employment
• Previous employment
• Relationship
• Anniversary
• Previous names
• Address book
• Family members
• Screen name
• Religious views
• Birthday
• Address
• Website
• Email address
• Sexual preference
• Gender
• Languages spoken
• Political views
• Friends
• Books you’ve read
• Brands you like
• Movies you’ve seen
• TV shows you watch
• Video games you play
• Food you eat
• Your favourite athletes
• Restaurants you eat in
• Activities
• Websites you visit
• Sports teams you support
• Favourite clothing brands
• Places you visits
• Events you’ve attended
• Events you’re going to
• Major life events
• Photos
• Pokes
• Wall posts
• Private messages
• Groups you’ve joined
• Networks you’re part of
• Videos you’ve watched
• Comments you’ve liked
• Websites you’ve liked
• Surveys you’ve completed
AND MUCH MORE…..
In the coming weeks, we’re rolling out our newest offering in this suite -- custom affinity audiences. It gives you the flexibility to reach exactly the audience you're looking for, because you decide who to reach.Custom affinity audiences lets advertisers define who they want to reach across the web, on any screen. By factoring in consumers’ most recent passions and ongoing interests, your message always reaches the right people. Custom affinity audiences works across the Google Display Network, which, according to ComScore, reaches 94% of the web in the United States on a monthly basis, and 89% of global internet users.1 Like affinity audiences, custom affinity audiences work best with existing features and formats like Engagement Ads andviewable impressions, and can be measured using Brand Lift reporting.
http://adwords.blogspot.co.uk/2014/10/introducing-custom-affinity-audiences.html
Affinity categories: these are visitors to your site who fit into certain categories such as beauty – it can narrow down your targeting eg if Subway launched a new sub flavour for those who are health conscious they could choose people interested in health and fitness that have previously visited their site
http://adwords.blogspot.co.uk/2014/11/show-promotions-on-your-product-listing.html
show promotions alongside Product Listing Ads on Google search results and Google Shopping.
For example, Venus’s PLAs with Merchant Promotions had a seven percent higher clickthrough rate (CTR), a two percent higher conversion rate, and an 11 percent lower cost-per-click (CPC) than their standard PLAs.
http://adwords.blogspot.co.uk/2014/09/customized-creatives-at-scale.html
Ad customizers let you show highly relevant ads to your customers, in real-time, even when you have thousands (and sometimes millions) of products, services, and promotions—all changing by the day.
http://adwords.blogspot.co.uk/2014/11/troubleshooting-made-easier-with-new.html
Consolidated Issue Reporting in Merchant Center
Health of your product data
Easier and faster to prioritise key issues and get your products online
Traffic and impact metrics to identify how many items are currently impacted by issues
De Bayencorf
http://adwords.blogspot.co.uk/2014/11/new-ways-to-rev-up-your-shopping.html
Auction insights report lets you compare your Product Listing Ad (PLA) performance to other advertisers participating in the same auctions as you are. With impression share, overlap rate and outranking share, you’re able to see trends amongst your peers and strategic opportunities to improve your bidding strategies.
http://www.bigstockphoto.com/image-50399657/stock-photo-keywords-blue-marker
(not provided) is growing and in a lot of cases, only 20% of traffic has keyword data meaning that you can’t make any real informed decisions on your SEO campaigns. With PPC, you can get all the data and can apply your findings to SEO
Paid and Organic Report links AdWords with GWT and pulls in some of the organic search query data. You can see keywords side by side if you bid on them and optimise for them organically to see how the data compares.
People use multiple touchpoints before making a purchase; the more touchpoints you can reach, the more likely you are to capture that customer and get them to convert with you.
Making use of PPC and SEO, especially for brand terms means you can capitalise on the Above The Fold listings for your brand. Without this, competitors could bid on your brand (if you don’t have it trademarked) or you could see other organic listings creeping up that you don’t have control over. For example, negative mentions of your brand.
http://www.bigstockphoto.com/image-35183468/stock-photo-panda-bear
http://www.bigstockphoto.com/image-44363557/stock-photo-broad-tailed-hummingbird-female-%28selasphorus-platycercus%29
http://www.bigstockphoto.com/image-15030065/stock-photo-emperor-penguins-in-antarctica
http://www.bigstockphoto.com/image-69287635/stock-photo-pigeon-dove
The more verticals you have in your marketing plan, the safer you are.
Source: Matt Beswick http://www.slideshare.net/mattbeswick/brighton-seo-2014-how-paid-traffic-can-and-should-enhance-search-campaigns
Source: Matt Beswick http://www.slideshare.net/mattbeswick/brighton-seo-2014-how-paid-traffic-can-and-should-enhance-search-campaigns
Facebook know more about you than you do, they know stuff that you have already forgotton
If you have messenger installed, have a look at the ts and cs and see what they can do with it. They can switch you mic on, your video on, and listen in on what your doing.
Campaign was aimed at engaging with a younger audience