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Paying Facebook for Website Clicks

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 28 June 2016
in facebook

facebook clicksUPDATED - AFTER RESPONSE FROM FACEBOOK - SEE BOTTOM OF POST

Caveat Emptor - Buyer Beware.

If you're buying clicks online it pays (literally) to make sure you know what you are buying.

And when it comes to facebook, I thought that I needed to pay most attention to those companies looking to sell me hundreds of devoted followers for pennies... but it turns out, I have to worry more about facebook themselves.

We recently launched a small campaign for a client using the "video" option rather than a photograph. It's an option facebook offer and it whilst it is more of an animated slideshow than a video, it seemed like a nice way to present the client's product range.

Alongside the text and images we chose to pay for "website clicks". And then we sat back to watch the traffic.

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Bid Adjustments by Device - Marketer's Prayers Answered

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Monday, 30 May 2016
in Google

bid adjustmentsA couple of years ago we were discussing bid adjustments by device on the weekly #ppcchat twitter tag, and I posted a screenshot to voice my frustration at the inability to split desktop and tablet traffic in my AdWords campaigns.

Others were equally frustrated by the inability to effectively target mobile only traffic - you had to implement a clumsy workaround which would reduce mobile traffic, but not eliminate it.

The solution seemed so simple - have a "base" bid and then allow all device types to have a bid adjustment - that you had to conclude that Google had simply decided that they knew best and that we were not going to able to filter our traffic the way we wanted to.

And then Google announced a change.

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The Google AdWords Difference

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Monday, 04 January 2016
in Google

adwords scamIf you spend any time at all on the Google AdWords Community Forum (I am a Top Contributor there, so I probably spend more time than most!) you will come across posts where AdWords is decried as a scam or a rip off. Cheating small businesses out of their hard earned marketing budgets whilst giving special treatment to the fat cats with the big budgets... yes, we see that a lot.

But this is actually a reflection of the major difference between Google AdWords and traditional advertising models.

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Drink, You Beast, Drink

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Wednesday, 17 June 2015
in Google

adwords horseThere has been little flurry of activity online recently of people complaining the Google AdWords doesn't work, that it's a scam, and that Google have got us all hoodwinked into thinking that if you're in business you must be running an online advertising campaign.

The evidence for this seems to boil down to the same fundamental argument in most cases - "I've had so many dozens/hundreds/thousands of clicks to my website and not a single sale/form completion/phone call."

The conclusion? It's Google.

There is a saying... which I imagine is based on truth, although I have no personal experience... You can lead a horse to water, but you can 't make it drink.

The same is true of website visitors. 

You can bring them to your website in droves, but you cannot make them buy from you. Or let me rephrase that. You can bring them to your website and then your website has to take over and convert them into paying customers. Bringing them to the page is not enough.

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Well Played, Andorra!

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 19 May 2015
in Marketing

andorraSo what do you do if you are in charge of attracting tourism to a tiny country in the Pyrenees known for it's skiing... in the summer months?

This is the problem faced by the Andorran tourist board. Great in winter - empty in the summer.

Their brilliant solution? Host a show by the Cirque du Soleil and give away free tickets.

Free? Yes - free. Standing. If you want a seat you can buy a pack that includes your hotel... unless you live close to Andorra you're going to need a hotel - and, let's face it, not that many people live that close to Andorra.

It probably costs a lot to host the Cirque du Soleil for a month. But as toursim budgets go - this is probably going to net the region a significant surplus in their quietest time. Someting toursim budgets generally don't manage to do.

So to the person who developed this brilliant campaign - we salute you - you are a marketing genius!

Fancy a trip to Andorra? Go see the Cirque du Soleil for free!

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Who Owns Your Google AdWords Account?

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Thursday, 14 May 2015
in Google

adwords account ownershipThere was a short debate on one of the forums I regularly visit this morning where several AdWords consultants and agencies were discussing client's "interference" in accounts.

One contributor suggestedf that clients should be given "read only" access to the AdWords interface. Another, that they should only be given a monthly report, and that no access be given to the AdWords account itself at all.

I was, not to put too fine a point on things, stunned. Actually, double stunned.

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Call Extension Telephone Number Verification - the Next Hoop Google want me to Jump Through

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Thursday, 16 April 2015
in Google

performing elephantStarting in June, Google are going to require telephone number verification for all numbers used in Call Extensions.

You can verify your numbers already, if you wish, but in June, if the numbers are still marked as "unverified" then the Call Extensions will be disapproved.

At the moment they are simply marked as "unverified" - an unsightly red mark on your campaigns and one which clients are (understandably) worried about. After all, anything that Google put in red on your account must be bad, right?

Well, yes and no. At the same time as they mark the number as unverified they also provide helpful guidelines to help you get verification. Helpful, possibly. But of the three options, a little like Goldilock's porridge, only one is "just right"... and even that one has some serious questions to answer.

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The Bumpy Ride that is Rotate Evenly

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 24 February 2015
in Google

Last week I launched a small new campaign for a client.

Following best practices I added two ads to the campaign and set them to "Rotate Indefinitely: Show lower performing ads more evenly with higher performing ads and do not optimise".

There is a caveat below this option which states : "Not recommended for most advertisers" - but I like living on the edge.

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So, How Much Should I Budget For This?

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Thursday, 11 December 2014
in Google

If there is one question that is always asked when speaking to a potential AdWords advertiser - it is this : How Much Should I Budget for This?

With traditional advertising things are clearer. Radio spots, and 20 seconds of TV space have a price. So do newspaper and magazine ads. They have a price and you know what you're buying... at least you think you do. You're buying a space in which to run your ad.

What you're not buying is any result. You hope to get a result. You expect to get a result. Experience tells you that you should get a result. But all you are actually buying is the space.

If the phone doesn't ring, that's a different problem - perhaps there was something wrong with the ad.

But with online advertising, and Google AdWords in particular, you are not paying for the space (in most cases - this actually isn't true of CPM bidding). Instead you are paying for the result - in this case a click through to your web page.

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Is the Google Display Network just an Ugly Duckling?

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 25 November 2014
in Google

Recently I've read a few articles about just how poor the Google Display Network works for advertisers.

Many of the writers question whether it should be used at all.

And, as if this is not bad enough, Google are testing a paid version of the web experience where the ads are pixelated, so your senses needn't be assaulted and offended by their gaudy messages.

But, just perhaps, the GDN is an Ugly Duckling - just waiting to be recognised as the swan it really is.

Let's wander back in time... before the internet. You wanted to find a plumber, you went to the yellow pages, or the classified ads section of your local newspaper. Today we call that Google search.

But there were lot's of other things you bought that you didn't want. Or need. You saw them in magazines, or on TV or heard about them on the radio. Maybe someone left a flyer in your mailbox, or sent you a letter (remember those?). Today we call that Google Display Network.

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My Google Update Wish List

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Wednesday, 26 March 2014
in Google

Google have just made a big announcement about the big announcement they are going to make about AdWords on the 22nd April - and there are a bunch of predictions about what is likely to be included.

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Using AdWords Scripts to Create Engaging Ads

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
User is currently offline
on Sunday, 09 February 2014
in Google

One of the keys to a successful AdWords campaign is getting your ad noticed in the search results.

There are a number of ways to do this - its good to include sitelinks and location, call and social extensions, these are all part of the normal campaign set up and if you are not adding these as a matter of course, you should be. but these extensions aside, the ad copy you present is the most important feature of how you bait your hook.

Most blogs will tell you about using triggers - calls to action that induce the click include words such as Now, Today, Rush, Don't Miss, Claim, etc. all designed to encourage the reader to click on your ad.

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Google Changes Conversion Reporting

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
User is currently offline
on Wednesday, 05 February 2014
in Google

Sometimes the most innocuous of changes can have ripples that become surfing waves before you even realise.

Google have just released news of a change that is to be rolled out during February that will subtly change the way in which conversions are reported in Adwords.

Here are the bones of the changes:

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Why AdWords Biggest Advantage is also their Biggest Disadvantage

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
User is currently offline
on Thursday, 19 December 2013
in Google

So you're running your business. You've put everything into getting it to this point. And now you're ready to embark on the next step - getting more customers. Everywhere you look people are talking about Google AdWords - Heck, you even got a voucher through the mail.... if you spend $25 Google are going to give you $75!

How can that be a bad deal?

And it's simple. Google are going to walk you through it... So you open the box.

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International Ad Scheduling with Google AdWords

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
User is currently offline
on Wednesday, 30 October 2013
in Google

A few days ago there was a debate on the Spanish Google AdWords Community Forum about ad scheduling. Some of the comments were misleading, others simply incorrect.

I weighed in - after all I had spent some time getting my head around this issue a couple of years ago.

So here's a break down of the problem...

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RLSA - On the Corner of Search and Remarketing

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 29 October 2013
in Google

As we build our remarketing lists, so we develop audiences to whom we can present our ads as they later surf their favorite pages.

We have previously referred to these ads as "the ads that follow you around" - we are all familiar with them, and they walk the thin line between welcome and stalking - often failing to stay on the right side of a searcher's sensibilities.

The advantage of remarketing campaigns is that we know that these people have previously visited our site - presumably they have an interest in our product or service. And if we have segmented our lists then we can target our campaigns effectively.

But there a couple of factors that take away from the effectiveness of remarketing.

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Segmentation - and Why it Matters to You

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Monday, 19 August 2013
in Online

Go back in time... it's 1980 and you're working for an advertising agency on an account for a new line of high heeled women's shoes. They are classy - and expensive.

You've got some very cool photos and some awesome creative form your art department and they are ready to run out the color separations (remember those?)

They just need to you to tell them which titles you are booking.

Enhanced Campaigns - Echoes of Y2K

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
User is currently offline
on Wednesday, 17 July 2013
in Google

As Sergey and Larry prepare to throw the switch on Enhanced Campaigns, so the chatter on the wires of the PPC community is hotting up.

Enhanced campaigns offer a lot - all sorts of clever tweaks and adjustments at all kinds of levels, a veritable array of possibilities which it is hard to assimilate, let alone manage.

And yet, as the signaled date approaches and we are beyond the point of no return, I for one, am seeing more and more parallels with Y2K - remember that?

As the Millennium approached, so the fear-mongers warned that computer systems were going to crash, not knowing how to handle the date. Would computers suddenly think the date was Jan 1 1900? Would banks cancel mortgages, or charge a thousand years worth of compound interest on credit card loans? Would traffic control systems collapse with thousands of planes flying blind?

It was scary stuff.

Then the champagne corks popped and the fireworks fizzed and everyone forgot what the fuss was all about.

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Search & Display - the Ying & Yang of PPC

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
User is currently offline
on Wednesday, 19 June 2013
in Google

When was the last time you needed the dentist?

And - When was the last time you needed a locksmith?

And - What did you do in each case?

Both situations are "emergencies" - to a greater or lesser degree. And yet there are some very significant differences between the two and how this will affect the way in which businesses should approach online Pay Per Click (PPC) advertising.

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Remarketing - the Ads that Follow You Around

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
User is currently offline
on Friday, 14 June 2013
in Google

Have you ever wondered how it is that sometimes, when you visit a website, their ads start to follow you around? The page you visited yesterday suddenly has an ad on one of your other favourite sites that you'd never seen before. Or did you just not notice before?

How did they know?

Well, it's called remarketing and a client recently referred to it as just that - the ads that follow you around.

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