The latest news and our thoughts on the ever changing world of analytics, ppc and digital strategy.

Charity PPC Management & Optimisation

Search engine pay per click campaigns are all about connecting with the right people at the right time.  Whether you are looking to raise awareness of an issue, run an advocacy campaign or boost online donations, pay per click can be a powerful tool in your charity's online marketing arsenal.

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An Introduction to YouTube’s Non-profit Programme

As the largest online video community, YouTube gets over 3 million views a day.

Now its non-profit programme offers registered charities in the US, UK, Australia, and Canada a chance to benefit as much as possible from YouTube’s extensive audience by offering several benefits not otherwise available with its free service.  These include:

  • Premium branding capabilities and increased uploading capacity
  • Listing on the Non-profit channels and the Non-profit videos pages
  • Ability to add a Call-to-action overlay on your videos to drive campaigns
  • Posting a video opportunity on the YouTube Video Volunteers platform to find a skilled YouTube user to create a video for your cause.
  • Ability to live-stream video such as conferences, concerts, etc.

The impact video can have for charities is clear after the viral success of Kony 2012, so apply here now!

New Adwords Rating For Quality Score

Keyword "quality score" is an important factor in determining how your Google Adwords campaigns perform.  It's used in the calculations that determine both how much you pay per click and what position your adverts appear in.  

Lower quality scores can mean that you end up paying above the odds for traffic.  Maintaining a good quality score for your keywords is thus pretty essential if you want to maximise the impact of your advertising spend.

In response to feedback from advertisers Google have recently improved the information they provide on each keyword's quality score. If you hover over the icon that appears in the status column of each Adgroup you'll see some additional information is now available.

The new information rates what Google expects your click-through rate to be in addition to your adverts relevance and your landing page experience.  The ratings are on a simple relative scale that includes "average", "below average" and "above average" (relative to your competitors).  You can read more on the Google Adwords blog.

Latin America - An Emerging Economic Giant

Latin America, and not just Brazil, is currently one of the fastest growing economic regions in the world with many countries already towards the top of the tables.

At a 2008 Sloan/MIT conference on Latin America, the philosopher Noam Chomsky dubbed the region “the most exciting area in the world”.  And that was 2008. The combined GDP of the region now totals $5 trillion and in 2011 the unemployment rate reached an historic low of 6.8% (Europe’s in the meantime was 10%, whilst the US was at 8.5%).  At a time when Europe is facing a worsening crisis, Latin America’s economy continues to grow.

Latin America’s economic boom has led to innovation across numerous industries – including exciting developments in the online sector.  Like Ombushop, a company providing solutions for creating e-commerce sites.   Or MercadoLibre, an Argentine company, and the largest e-commerce site in Latin America.  

The region’s growth and innovation should not only be cause for celebration by Latin Americans rising into the global middle class, but also for the rest of the world.  

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How to Get Better Results For Your Charity on Facebook

John Haydon outlines the best ways for charities to get better results on Facebook.

This Wednesday John Haydon, founder of Inbound Zombie and author of Facebook Marketing for Dummies, hosted a webinar in conjunction with CharityHowTo on how to get better results for your charity on Facebook.

Even if you are familiar with Facebook and its new features, Mr. Haydon’s points are not only useful and informative but should be considered as best practice.  Here are some key points from the presentation.

Firstly, as a charity starting a Facebook campaign, there are 3 initial points of strategy:

  • Audience: identify your audience and know whom you are targeting. 
  • Brand: how to does your organisation see itself? 
  • Message: what is the message your organisation would like to get across?

Secondly, image is everything.  Facebook is now very visual.  Think about what images best represent your charity.  Your cover image is the first image people see and you want to use it to grab visitors’ attention.  In addition, think about adding your “milestones” as images:  they can tell your story.  Images spark engagement, but they also break up content, and you can use this to your advantage.

Thirdly, your posts should be meaningful and intriguing, yet short and to the point.  Use taglines that beg to be clicked on but that don’t lead longwinded articles.  The goal is to get a visitor to “share” or “like” the post, hence passing it on.  A lengthy text won’t appeal to a busy visitor who already has hundreds of newsfeed posts to read through.

Want to know more about how to get the best out of Facebook?  Check out the rest of the presentation here.

Growth in Internet Economies

A recent report from the Boston Consulting Group predicts annual growth in the internet economy of around 10% annually for the next five years in G20 countries.  The UK leads the pack where the internet economy is larger than the construction and education sectors. Significant growth is also predicted in a number of emerging markets - most notably China and Mexico.

Read more on the Economist

Small Charity eFundraising

Online Fundraising – Things for smaller charities to think about

There is no doubt that the internet has changed many aspects of our lives, even influencing how we spend our money.  Spending money or more precisely, giving money away, is something that charities think a lot about, especially in a recession and with governments cutting funds.  

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Google Analytics’ New Reports

Earlier this week, Google Analytics announced that it would start providing more in-depth social media reporting.

Online marketers already working with Google Analytics are currently able to see the traffic coming to our sites from various social networks.  Yet Google has now promised to give us something more…in theory.

Social media marketing has always been a hard thing to measure.  Does tweeting actually bring you more business?  Thanks to its Social Data Hub initiative that allows social networks to send their data to Analytics, Google can now provide an analysis of their activity and integrate it into a meaningful business report in Analytics.

For example, say you see that you have an increase in traffic coming to your site via Google+.  You can now see how many people commented on, posted about, and shared your data.  You can even go further and see the actual Google+ conversations related to your site (see image here below).  Google Analytics also shows the social networks that drove conversions on your site and even lets you assign a monetary value to each conversion.  Never have social media marketing campaigns been so measurable! 

However, though you can see the traffic coming from Facebook, LinkedIn and Twitter, the social network giants have not yet signed on (and there is good chance they won’t) to Google Analytics and you won’t get such detailed information as for Google+.  Considering that these three networks account for the majority of social media traffic, Google’s announcement is perhaps less exciting than it sounds.  But as Marketing Land’s Daniel Waisberg predicts, the networks might just change their mind, especially if this new feature becomes a tool marketers can’t live without.  

See the list of the social media networks that are participating here.

UK - Internet Superstar

Online industry in the UK will grow at a rate of 11% per year over the next four years, indicates the results of a recently released Boston Consulting Group study.

This places the UK at the top of the G20 countries for internet-based economy and highlights Britain’s increased development of internet services, including broadband penetration and Wi-Fi availability.  Online-retail purchases also far surpass those of other EU countries, giving the UK retail industry a great advantage in the international market.

The study should also be encouraging to any businesses working in the sector:  for small and medium-sized companies based online, revenues have grown 12.5% over the past 3 years.  

And with 65% of study participants saying they’d give up alcohol for a broadband connection and 78% willing to give up coffee, the UK has clearly found a new fixation. 

An Introduction to Google Adwords

When you perform a search on Google on the right hand side of the search results (and sometimes at the top) you'll see a series of adverts under a heading "Sponsored Links".  These adverts are from the Google Adwords programme.

How does it work?

Advertisers set up an account with Google and then build up a list of keywords that they would like their adverts to appear against when someone performs a search for a given term.

Adwords enables you to choose where geographically adverts are shown - for example throughout the UK, within London or even within a 20 mile radius of a map point or postcode. You can also choose certain days or times that you want your adverts to run.

An additional option is to advertise on the Google Content Network - this places your ads on other websites where there is a match between your keywords and the content of the web page in question.

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