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Showing posts with label ads. Show all posts
Showing posts with label ads. Show all posts

Thursday, October 20, 2016

Why your competitors are beating you online

Photo credit: 
Are you lost because your website is not showing up on search engines as the Number 1 result?

There are lots of discussions and articles on how to fix websites. But let’s make it easy by narrowing it down to the few key measurements that search engines consider to be the most important this year.

Before looking at your site---- it is important to look at your competitor’s site that is now on top and ask yourself :

Does it load quickly?

Do you trust the company/website/person based on a landing page?

Can you find the competitor’s website link on another trusted site?

Are they running online ads?

Now go to your website:

Does it load as quickly?  
If not, you can test your site on Google’s speed test that provides suggestions on what needs to be fix: https://developers.google.com/speed/pagespeed/insights/

If you’re not sure what the Google test results mean, then your site probably has some backend technical issues that need to be address.

Now try to find something on your site that you customer might really need to know--- For example how to return an item?
Can you find it quickly or is it buried somewhere on the site?
If it is buried--- make plans with your web team to put it on the first page with a link to find more info.

Next-- Do you believe the text that describes your company, your mission, and products or are the words fluffy?
(An example of fluffy—“Our mission is to be the best and truly serve our customers.”)
This is lazy text that needs to be improved to build trust, because how much time did you really spend on that mission statement?

If your site is full of  fluffy content, find someone to help you rewrite the text and eliminate the fluff with real examples of what you can really do for your customer --- such as –-- “We will reply to your email request within an hour.”

Can you find your website link on other trusted sites?
If not, you really need to find ways to get them on other sites as quickly as possible. Any industry or association site that list companies that offer your services is a great place to start. Then move on to vendors/partners, other blogs or ecommerce sites.

Are you running ads?
If not, you should explore some options to help generate visits to your site.
If yes, re-evaluate the ads and revamp your efforts.


If you fix these few issues you should see improvement in your website search engine rankings fairly quickly. If you still experience trouble with your rankings, there are deeper issues and you should turn to a local search engine optimization expert to help fix them.

For more assistance visit our website: www.nsgconsultinginc.com

Monday, August 15, 2016

Why your competitors are beating you online

Photo credit: 
Are you lost because your website is not showing up on search engines as the Number 1 result?

There are lots of discussions and articles on how to fix websites. But let’s make it easy by narrowing it down to the few key measurements that search engines consider to be the most important this year.

Before looking at your site---- it is important to look at your competitor’s site that is now on top and ask yourself :

Does it load quickly?

Do you trust the company/website/person based on a landing page?

Can you find the competitor’s website link on another trusted site?

Are they running online ads?

Now go to your website:

Does it load as quickly?  
If not, you can test your site on Google’s speed test that provides suggestions on what needs to be fix: https://developers.google.com/speed/pagespeed/insights/

If you’re not sure what the Google test results mean, then your site probably has some backend technical issues that need to be address.

Now try to find something on your site that you customer might really need to know--- For example how to return an item?
Can you find it quickly or is it buried somewhere on the site?
If it is buried--- make plans with your web team to put it on the first page with a link to find more info.

Next-- Do you believe the text that describes your company, your mission, and products or are the words fluffy?
(An example of fluffy—“Our mission is to be the best and truly serve our customers.”)
This is lazy text that needs to be improved to build trust, because how much time did you really spend on that mission statement?

If your site is full of  fluffy content, find someone to help you rewrite the text and eliminate the fluff with real examples of what you can really do for your customer --- such as –-- “We will reply to your email request within an hour.”

Can you find your website link on other trusted sites?
If not, you really need to find ways to get them on other sites as quickly as possible. Any industry or association site that list companies that offer your services is a great place to start. Then move on to vendors/partners, other blogs or ecommerce sites.

Are you running ads?
If not, you should explore some options to help generate visits to your site.
If yes, re-evaluate the ads and revamp your efforts.


If you fix these few issues you should see improvement in your website search engine rankings fairly quickly. If you still experience trouble with your rankings, there are deeper issues and you should turn to a local search engine optimization expert to help fix them.

Friday, April 22, 2016

The 'A' Word -- Does Advertising Still Exist?

A thoughtful piece on advertising in today's world we wanted to share as we felt it rang very true--especially these two lines : 

As anyone reading this column knows, the idea of talking to (or rather, at) people to sell them something has gone the way of the home rotary phone.

Now more than ever it's about not only starting a conversation, but offering something of value to the consumer.

Enjoy!


When people ask you what you do for a living, do you feel an odd sense of discomfort saying, "I work in advertising?" It feels dated, right? It feels perhaps even weirder to explain, "I work at an ad agency." You know they're picturing Don Draper with an easel and Sharpie, not the latest Snapchat filter or paid tweet. So how to describe what we do in a modern, relevant way? What's the right word these days?
As CMOs question the AOR model, watch their budgets shrink or be cannibalized by other divisions, and desperately chase consumers to the next digital platform, the word "advertising" seems more challenged than ever. And is an "ad agency" really the best partner for winning customers, selling products and claiming share in today's frenzied marketplace?
The identity crisis of the word is not dissimilar to the challenges the notion of TV has faced over the last several years. Is it still TV? Or is it "content," "video," "storytelling" or something else?
At Hill Holliday, we've just completed a very eye-opening series of one-on-one interviews with CEOs and CMOs from leading brands of Fortune 500 companies. Their idea of what an ad agency is today and what "advertising" should do for them is as conflicted as our own, yet their need for what we do has never been greater.
For these brand leaders, the advertising agency role is still critical -- not simply as the generator of the big idea (although they state this is still important) but also as the aggregator, curator and steward of the brand, the consumer and all the brand experiences defined by the customer journey (which they believe the ad agency, with its multichannel approach and consumer expertise, should own). The ad agency also helps them make brand choices based on strategic direction, versus simply on what's shiny and new.
Seeking best in class, most clients work with multiple agencies representing different marketing specialties, but they believe their "ad agency" is best qualified to put the pieces together into one brand story. But is that story advertising?
The word carries not only its negative baggage with the industry of old, but also the implication that it's a one-way street -- me the slick marketer, pitching to you, the unsuspecting consumer. "Advertising" implies that one is advertised to versus engaged with. As anyone reading this column knows, the idea of talking to (or rather, at) people to sell them something has gone the way of the home rotary phone. The consumer has never been more sophisticated or better prepared to fend off unwanted messages. Ad blocking, anyone? Appointment viewing? You may as well show up at my door with a briefcase full of Bibles.

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Consumers now sift through hundreds of messages every day, and the younger they are the harder it is to catch their attention. That's with an average of 9-10 hours of daily media consumption. Now more than ever it's about not only starting a conversation, but offering something of value to the consumer. Something they choose to spend time with. Something unexpected that provides a connection that is a not just a two-way street, but a freeway of valuable information, useful ideas and sharing.
My conclusion is yes, it's still "advertising," but it's about context and channels now, rather than just the message itself. It's about mapping the customer journey to start a conversation with consumers, one that leads to engagement, purchase, loyalty and advocacy at different touch points against this integrated journey. The same things that were always important but that are much, much more complicated to deliver now.
And while engagement is critical, it is still our job to send relevant messages out there that start the conversation. Here's a silly example. If I wear a T-shirt that says, "Eat Ice Cream," I am advertising ice cream. I'm telling you I think you should eat ice cream. But chances are you're going to come up to me and ask "What's up with that shirt? Why should I eat ice cream?" And we start talking. It's a conversation. At that point, I'd better deliver proof that eating ice cream is advisable. And if I've hired the right designer, chances are you're going to want a T-shirt, too. And then your friends will see that T-shirt ... and hey, you might even start to eat more ice cream.
Advertising -- whether it's Snapchat, Twitter, Instagram, Vine, Pinterest, radio, outdoor, video or yes, even print -- is the POV of the brand, inspired and informed by culture and consumer insight, but a POV nonetheless that starts or inspires a conversation.

Tuesday, February 23, 2016

Google kills Right Hand Side Ads: what does this mean for marketers and users?

As we reported over the weekend, Google has removed all PPC ads from the right-hand side of the search engine results page with immediate global effect. 
There’s been a great deal of speculation on what this means for businesses, advertisers and users alike, with many postulating that the top-of-the-page paid search is going to become even more cutthroat (and expensive), organic listings will be pushed even further off the first SERP (Google will start to show four ads at the top instead of three for “highly commercial” search terms) and that Product Listing Ads will gradually take over the SERP (PLAs are still allowed on the right-hand side).
The change has already happened.
Here’s a search for ‘london hotel’ carried out two days ago…
london hotel Google Search with right hand side ads
And here is the same search today…
london hotel Google Search
There are now four paid search results at the top, with nothing on the right. It looks oddly blank now, and worryingly the entire above the fold space is entirely filled with ads.
However there is one slightly positive change. There are more organic results below the fold. In fact there are nine blue links and two news stories, which is an improvement. But this is still probably a case of ‘too little too low-down’.
Google’s decision appears to be entirely commercially driven, it would be naive to think otherwise, but has Google gone too far in sacrificing its own user experience for the searcher?
Or will we eventually get to the point where the entire first SERP is filled with ads and we instinctively click straight to the second page, in the same way we skip past YouTube pre-rolls?
We asked some experts from the search community what they thought of the matter.
Thank you to Julia Logan (SEO consultant at IrishWonder.com), Kevin Gibbons (Managing Director at BlueGlass), Sam Silverwood-Cope (CMO at Pi Datametrics) and Larry Kim (Founder ofWordstream) for answering the following questions…

Why has Google decided to drop ads on the right hand side of search results? Is this a way to extract more revenue from top ads?

[Julia Logan] I would suppose so, given the eye tracking studies, and with reports of typical non-technical users hardly distinguishing between ads and organic results, this step tends to blur the line for such users even more – after all, sidebar ads stood out clearly as ads.
However, I was trying to look into the history of sidebar ads and found this article proving this is not their first attempt to ditch sidebar ads, although the previous one did not involve increasing the number of ads above the organic results.
[Kevin Gibbons] The obvious answer is revenue and I’m sure that is a big factor of course. But I think it’s likely to be a balance between this, and a more modern, perhaps centered, search experience which reflects mobile vs. desktop and tablet results. Ultimately changes like this have to be beneficial to the search experience, otherwise Google ends up chasing short-term revenue instead of long-term market share.
[Sam Silverwood-Cope] My Dad asked me the other day, “How come Google is free?” Well Dad, this is how it makes money. If some people don’t realise the top advert spots are actually advertising (like my dad), I think most are aware that the right-hand side are paid positions. Most people do not click on PPC ads for general searches.
So not content with the existing two or three adverts, plus the Google shopping results, plus any other self-promoting comparison widget they put up, Google in its wisdom, has decided to expand the real estate of PPC in the main bulk of the SERPs at the cost of an organic spot.
new york flights Google Search

What does this do for organic search? What should site owners and SEOs do in response?

[Julia Logan] We could of course panic and bemoan the death of above-the-fold organic SERPs but this may not necessarily be the case. With the rise of adblockers, whatever anybody is doing with their ads can potentially become irrelevant.
Assuming the worst case scenario, site owners and SEOs should do what they have always been doing – compete against paid ads. If you rank for a commercially meaningful keyword, make sure you do everything in your power to make your organic listing stand out – metatag optimisation (yes I do realise this is 2016 now), Schema and other options suitable for your particular site. Ads will evolve, becoming more interactive and visually attractive – this means you should not be left behind.
[Kevin Gibbons] My advice is to aim high. We’ve definitely see a significant shift in first page clickthrough rates over the last couple of years especially in organic search. Ranking on page one is often not good enough anymore, every term is different – but I’d recommend that you really should be aiming top three now, otherwise there’s likely to a big drop-off in clickthrough rates.
Also, become the brand that people think of before they even get to typing a query into Google. Whether it’s paid listings, competitors, vertical search or anything else that may get in the way of potential customers visiting your site, try to make sure they get to you first and then remember who you are, so that they come straight back the next time.
[Sam Silverwood-Cope] Despite my moaning, and hankering for the good old times, I think it makes things quite interesting for SEO. The additional PPC spot is supposed to be for premium terms (for now). These terms are highly expensive per click, so it’s up to the vendor to decide whether the top spot is worth it, or whether it would be an interesting bidding war to lose and then to vie for the organic spot above the fold.
A good strategy would be to push organic and take a lower PPC position. With the right tracking tool, alerts can be used on organic positions to react accordingly for the bidding. This blended search approach will be won by the most competent, well equipped digital teams.

Does this improve or harm the user experience?

[Julia Logan] If the user’s goal is to find whatever they are looking for, the answer will largely depend on whether the AdWords algorithm is better than the organic algorithm, and also whether businesses spend money on ads thoughtlessly and run ads with poor targeting.
[Kevin Gibbons] The jury’s out on this one; the negative could be that searchers want to see the natural listings rather than too many ads at the top, and the positive could be a cleaner layout and improved experience. I have to try and look at this from a non-SEO perspective, and as much as I’d like to see the organic results as high as possible, if I’m honest I think the new layout might improve the experience.
I would add that this isn’t an overnight change and I don’t expect this to be the last experiment we see either.
[Sam Silverwood-Cope] Like a young rock band committed to making quality music and “never selling out” then chasing the mainstream buck with the third album, Google doesn’t seem to prioritise its legacy of organic quality any more.
“In Google we Trust” meant we used this superb search engine above the basic or advertised-burden competition. Too many adverts, and especially poor adverts, will eventually turn the user off. But this will only happen when there is a competent viable competitor.

And finally let’s hear from Larry Kim, who offers the following optimistic advice to Paid Search marketers…

I had a good chuckle reading some of the doomsday predictions this morning.
We did some actual analysis here and what I can tell you is that Side Ad and Bottom ads account for 14.6% of total click volume (this is looking across thousands of accounts). Keep in mind that ‘Bottom of Page Ads’ aren’t going away. So, for starters, we’re talking less than 14.6% of clicks impacted by the change.
top-vs-side-desktop-clicks-2
Now, those “lost” impressions and clicks can more than be made up by A) the addition of the new fourth ad spot B) 78% of SERPS have fewer than 4 ads above the organic results – there’s plenty of room for that to go down and C) the addition of up to four ads below the organic search results. It’s like we just re-organized the naming of ad positions.
As a result, I see no impact on AdWords auction dynamics (clicks, impressions, CPCs, etc.). The only ‘loser’ is organic search which is completely gone from above the fold space on desktop for any commercial query.
There are also incremental benefits to paid search from the change, for example, now all ads can use call-out extensions, sitelink extensions, location extensions, etc., which were previously only a benefit of top-of-page ads. And the ads appear ‘more native’ which may have additional benefits.
In quantifying the impact of this, I should also add that the change is for desktop only, which accounts for less than half of searches. So we’re talking 14.6%/2 = 7.3% of queries impacted.
Basically, keep calm. This is a net positive for paid desktop search.

Wednesday, December 9, 2015

World Surfing League ad sends chills down your spine


If you know your audience and have the right tools you can put together ads like this one that send chills down your spine and makes your hair stand up on your arms.

The Chaos Theory concept was created by award-winning creative agency Mistress and was directed by Dan DiFelice.
Read more at http://business.transworld.net/news/the-world-surfing-league-unveils-their-global-brand-campaign-you-cant-script-this/#ZUMwy2SG6Ws4cRfh.99

Thursday, September 10, 2015

13 mind-blowing statistics on user experience


1) Infinite scrolling can decline your bounce rate. Time.com’s bounce rate down 15 percentage points since adopting continuous scroll
2) In 10 years, a $10,000 investment in design centric companies would have yielded returns 228% greater than the same investment in the S&P.
3) ESPN.com revenues jumped 35% after truly listening to their community and incorporating suggestions into their homepage redesign
4) Choosing a specific blue over some other hues amounted to anadditional $80 million in annual revenue for Bing
5) For every $1 spent on email marketing, the average return is $44.25
6) 88% of online consumers are less likely to return to a site after a bad experience
7) Slow-loading websites cost retailers £1.73bn in lost sales each year
8) Judgments on web site credibility are 75% based on a website’s overallaesthetics
9) First impressions are 94% design-related
10) 85% of adults think that a company’s mobile website should be as good or better than their desktop website
11) 70% (of the 200 small business websites evaluated) don’t display clear calls-to-action for anything on their home pages, such as specials, e-mail newsletters, how-to guides, demos, and interactive tools
12) 90% of people use multiple screens sequentially
13) You are 64 times more likely to climb Mount Everest than clicking on a banner ad
Note: This article was originally written for Cameron & Wilding