Pay Per Click (“PPC”) and Search Engine Optimisation (“SEO”) are both search engine marketing strategies – internet marketing tactics that target people performing searches.
So what are the differences between SEO and PPC and what are the advantages and disadvantages of both?
On Monday, Google announced a series of new Adwords changes they will roll-out on the 14th of November that will help their clients reduce cost and increase conversions.
Adwords already offers the opportunity to optimise your ads by using its Conversion Optimizer tool or Enhanced CPC. Google’s changes, they say, will make these tools easier to use through automation. For instance, when you first activate Conversion Optimizer, the default setting will be “optimize for conversions”. This setting has been shown to give the greatest increase in conversions and hence, a greater ROI for clients.
View a list of of the Google Adwords changes.
Recent market research conducted on behalf of Google demonstrates the importance of mobile-friendly sites in converting website visitors to customers.
According to Ofcom, the UK communications regulating authority, 39% of adults in the UK now own a smartphone – a 12% increase from last year. The growth in smart phone ownership has been mirrored by an increase in web interactions and transactions been made via a mobile phone. In the last year alone in the United States for example, 39 million Americans made a purchase using their mobile.
67% of people interviewed in the study stated that they would be more likely to buy a product from a mobile-optimised website. Even more interesting is that 61% said they would be more likely to leave a site if it was not mobile-friendly.
So vendors beware: if your website is not mobile-optimised, you are likely to lose customers.
Earlier this month we attended the TradeUp Britain conference in London’s City Hall.
With many developed economies continuing to struggle with the ongoing global downturn an increasing number of smaller businesses are looking to expand overseas – particularly into emerging markets. This conference discussed both some of the challenges and the opportunities they face.
Sponsored by StartUp Britain, who campaign for entrepreneurship in the UK, the event included a number of smaller businesses at an earlier stage of their international expansion as well as a number of others with a more established international base.
The key message of the conference was that smaller companies need to embrace technology with the internet playing a major role – both in terms of its global reach and the range of tools it offers. Gabriela Castro-Fontura, Director of Sunny Sky Solutions Ltd, outlined the enormous potential of Latin America focusing on economic stability in key markets, rapid growth and increasing consumerism.
However there are considerable barriers that can prove particularly challenging for small business. These go beyond language to include a lack of appreciation of the local culture, limited initial contacts and legal issues. Investment in both time and resources and thorough research is essential to gaining a proper understanding of local markets and is the key to success.
A recent study by NTEN and M+R Strategic Services showed that whilst email engagement has been in decline for a number of years it still remains an effective tool for many charities.
For non profits the survey found that email opening rates were around 14% with click through rates, the most important metric, at 1.6% for general newsletters and 2.1% for campaign driven emails.
In the past few months there has been speculation from analysts and investors on Facebook’s future, but no consensus has yet been reached.
Specialists say that it all depends on Facebook’s ability to bank on its users across the world, and not just on the Facebook site. And this needs to be through advertising.
Facebook’s adverts have always been different. Gokul Rajaram, a former Google engineer who is now working with Facebook, believes that Facebook advertising should not look like advertising. However, Facebook recently settled a lawsuit against its “sponsored stories” advertising tool and must make users aware they may be supporting brands.
Though they may suffer a revenue hit because of this, Facebook is developing other methods. One is Facebook Exchange, where Facebook tracks what sites users go to online and then show them related ads upon their return to Facebook. Another method is expanding its presence on other partner sites, like the gaming site Zynga. But with almost half of its users logging in via a smartphone, Facebook needs to step up its mobile adverts as well.
So amidst all the talk about Facebook’s shares and its user numbers, it really seems too soon to know where Facebook will go in digital advertising. The verdict is still out on whether or not it will stand as a rival to Google.
Facebook and Yahoo recently announced that they have formed an online advertising alliance.
The announcement comes as part of the companies’ settlement following a March lawsuit brought by Yahoo against the social media giant regarding patent infringements.
The companies say the goal of this alliance is to allow greater flexibility and options for advertisers across both Yahoo and Facebook.
But what can consumers and advertisers expect exactly?
According to Facebook the companies “will work together to bring consumers and advertisers premium media experiences promoted and distributed across both Yahoo! and Facebook”. They will also work together on large marketing efforts for important global events, such as the Olympics, and thus streamline the process for online advertisers and sponsors.
Consumers will likely see an increase in the integration of social networking tools across Yahoo’s platforms, as the digital media company collaborates with Facebook on new innovative projects.
We're pleased to announce that we've recently achieved Google Adwords Certified Partner Status.
Certified Partners must demonstrate proficiency in the use of Google's advertising program and have advanced knowledge of at least one of four specific areas. In addition partners must manage a budget of at least $10,000 or more in Adwords campaigns per quarter.
A special thank you to the staff responsible for this. We look forward to providing even greater value to our clients.
Google announced earlier this month that it will introduce new 3D enhancements to Google Maps for mobile.
Apple has now said that it will terminate the iPhone partnership with Google Maps and launch its own maps service this autumn - essentially launching a platform war between Android and iOS.
The new Google Maps feature, which will also be available to desktops soon, uses 45-degree aerial imagery to get a detailed 3D view of cityscapes "as if you are in a personal helicopter hovering over the city", according to Google Maps program manager Peter Birch (see BBC News). The new technology has led to questions from Washington over privacy and security issues.
So can Apple top Google’s mapping expertise? The verdict is still out…
A recent US survey of more than 6,500 young people in their 20s and 30s has highlighted the importance of having a website that works well on mobile devices.
77% of survey respondents owned a smartphone and of those 80% had used a phone to connect with a non profit either by reading emails or e-newsletters or otherwise getting updates e.g. via social media.