optimisation - Advent Blog - Marketing Reflections - Advent Communication | Advent Communication Live Support Chat

AdventBlog

Marketing Advice & Reflections

Subscribe to feed Viewing entries tagged optimisation

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...
User is currently offline
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.

0 votes

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...
User is currently offline
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.

0 votes

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...
User is currently offline
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.

0 votes

Zen and the Art of PPC Management

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, 22 May 2014
in Google

Clutter.

It's what stops us from achieving our goals. Clutter on our desk. Clutter in our heads. And clutter in our PPC accounts.

When we take a step back from the day to day micro-management of ppc campaigns we can sometimes catch a glimpse of the bigger picture. The one where the fundamental principles shine through.

PPC management is simple and the secret is.....

0 votes

Optimizing Yourself into a Corner 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 Monday, 28 April 2014
in Google

So you start an AdWords campaign and you start to get traffic. You're doing all the things they tell you to do - you've got Google Analytics installed and you've got conversion reporting configured. You know exactly which keywords and ads are working and which are not - so now you can start really optimizing your account. How long will it take you to paint yourself into a corner?

If you're not careful - it could be quicker than you might think.

0 votes

Simple Analytics Code Check

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, 26 January 2014
in Google

If you've installed Google Analytics code on your site it's always good to know if it's working... If you have Chrome you can install the Google Tag Assistant extension - or you can wait a few hours and check if there have been any visits - but how would you like to know immediately if the code is working - especially if you need the code to be checking across sub-domains, for example?

0 votes

How Much Should I Worry About My Bounce Rate?

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, 26 September 2013
in Google

Bounce rate measures the percentage of people who leave your website having visited only one page. Basically, they arrive on your site and don't visit any other of your site's pages - they simply leave.

For many marketers, this is the number they focus on the most - after all, you want engagement - and someone who arrives at your site and then leaves hasn't engaged - or have they?

0 votes

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...
User is currently offline
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.

Call Tracking Now Possible in Spain

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 Monday, 05 August 2013
in Marketing

How cool would it be to get a phone call from your marketing and know exactly which of your ads had triggered the call?

The answer is - very!

For some years now clients of ours in the US and UK have been able to use call tracking to monitor the telephone call s coming from their different advertising activities - online and offline.

Are Your Customers Stupid?

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, 25 July 2013
in Google

Here is a quick summary of a recent U.S. Court of Appeals judgement on the use of using competitor's trademarks as Google Adwords keywords:

The purchase of a competitor's trademark as a trigger for advertising through Google's AdWords program was unlikely to create confusion on the part of consumers and thus did not give rise to a claim of trademark infringement through initial interest confusion, the U.S. Court of Appeals for the Tenth Circuit ruled July 16 (1-800 Contacts, Inc. v. Lens.com Inc., 10th Cir., No. 11-4114, 7/16/13). (Source: http://www.bna.com)

Simply put - it means that it's OK to use your competitor's trademark as a keyword to trigger your ads. As per Google policy, you still cannot user a competitor's trademark in your ad copy - and that makes perfect sense - but for some time there has been a heated debate as to the legality of trademarks as keywords.

So, let's ask the question again : Are Your Customers Stupid?

0 votes

Why Should I Advertise if I'm Already Top of Google?

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, 23 May 2013
in Google

It's a good question. After all, if I'm working hard to develop great content on my site, and that's getting me top spots in the organic results - and probably costing me quite a bit of money in writers and research, etc. - why pay again to run an ad alongside my organic link?

I'm simply wasting money, aren't I?

0 votes

Using Google Content Experiments to Optimise Your Site

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 Tuesday, 18 September 2012
in Google

Getting traffic to your site is one thing - and there are hundreds of ways to do that - but once the visitors are there, are you making the most of their visit?

Google Analytics can tell you how long visitors spend on a page, and they can tell you how many of your visitors completed a purchase, or signed up for your newsletter, or requested a quotation - or whatever it is you want them to do once they get to you. But is your site working as well as it might?

 

0 votes