Posts in Advertising

Hummingbird changed SEO forever

Has Hummingbird changed SEO forever?

When Google announced at the end of September that Hummingbird had been live for a month or so, many questioned how such a significant change could have happened without it having been detected earlier.

Amit Singhal, Head of Google’s ranking team, talked about Hummingbird being the first time a completely new algorithm had been implemented since 2001 and that it impacted 90% of search queries.

However, the visible impact of this algorithm change has been less significant than many recent algorithm updates, such as the May 2012 Penguin update.

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Six advanced ad text testing considerations

Your adverts and their messaging are integral to your PPC success. Like the campaign itself, they need constant optimisation, revision and testing.

Planning is probably the most important part of ad text testing. Without a solid plan you are simply going to stick a load of messages out there and see what comes back.

This can lead to unfair testing practices and ultimately, worse results.

Find out what you should be considering when it comes to ad text testing...

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US mobile paid search spend up 66% year-on-year: stats

Marketers in the US are continuing to invest heavily in mobile paid search across Google and Bing/Yahoo, with the total spend on tablets and smartphones up 65.9% year-on-year to 28.7% of search budgets.

Taken individually, spend on tablets increased 87.6% compared to Q3 2012, while the increase on smartphone was 118.1% in the same period.

The increased investment is unsurprising considering the consumer shift towards mobile search and the recent roll out of Google’s Enhanced Campaigns. 

Data included in our own Mobile Commerce Compendium shows that search is one of the top three most popular smartphone activities behind email and making calls, so it’s inevitable that marketers will begin ramping up their investment in this channel. 

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nokia referral marketing

Referral marketing: how Nokia sends brand traffic to retail partners

You're a big brand but you don't sell from your website, so what can you do about it? 

Nokia is using its website, Facebook, email and even paid ads to push its brand traffic towards its retail partners.

Rob Durkin, Co-Founder and Head of Innovation at FusePump, spoke at this year's JUMP with Jonathan Lewis-Jones from Nokia, about how they've turned brand traffic into sales, despite not selling direct.

Below I’ll give some details of Nokia’s work, but first some general comments from Rob on the place for referral marketing.

Presentations from this year's Festival of Marketing are available to Econsultancy subscribers. You can access the JUMP presentations here.

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Facebook ads

Facebook ads: ROI and conversions increase in Q3

Analysis of Facebook advertising performance in Q3 has found that the platform has improved across numerous key performance indicators (KPIs).

It comes off the back of a strong performance in Q2, when there were also improvements across the board compared to Q1.

The data from Kenshoo shows that CPC has dropped 9% in Q3 compared to Q2, while revenue per click (RPC) has increased 1.73x.

Similarly, the average conversion rate has increased 2.36x while revenue is up 2.16x.

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Six ways to optimise your search marketing for Christmas

With Christmas make or break for retailers how can they make the most of their paid search budget in the run up to the big day?

In these ultra-competitive times the peak Christmas period can be make or break for retailers. With up to 40% of sales happening around this time, under performance doesn’t just harm your company,  it could be fatal to your business.

Paid search is a proven way of delivering buyers to your website, but how do you maximise its impact, while minimising costs?

Based on Kour experience there are six steps to optimising your search engine marketing for Christmas success:

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google logo

Google’s five questions every business should address on mobile strategy

Google recently launched its new mobile playbook, replacing last year’s edition, in which it gives details on how marketers can improve their mobile strategy.

Here we’ll take at a look at the key points that Google raises, mainly the five questions which it believes businesses need to ask themselves in relation to mobile marketing, and provide you with Econsultancy’s own research and understanding within each area.

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mobile video

Engagement with mobile video is three times higher than desktop: stats

The use and efficacy of mobile video has been steadily increasing over the past few years thanks largely to improvements in mobile technology and increased smartphone ownership.

And new research suggests that mobile video is actually more effective than desktop in terms of clicks throughs, after the average CTR for smartphone and tablet campaigns tripled in the past 12 months.

In fact, online video viewers are almost three times more likely to click through to a brand’s website from their smartphone than their laptop or desktop computer.

Using data from more than 3,000 branded campaigns, Unruly found that the average CTR for mobile is 13.64% compared to 5.45% on desktop.

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brand rhythm

Is rhythm the key to a consistent marketing experience?

Forget the message or single big idea, it may be rhythm that is the key to a consistent marketing experience.

Marc Shillum is a UX designer for a company called Method and last week he came to the Punch strand of our Festival of Marketing to discuss his theory regarding the effectiveness of considering brand as a fluid rhythmical customer experience.

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moovly

Start Me Up! A profile of Moovly, for easy animated videos

We'd all like to produce videos that convey our complicated product or brand but don't cost the Earth. Without a background in rich media, it's time consuming to create a animated video or shoot and edit your own footage.

Moovly aims to make this easier and allows the easy creation of simple animated videos. I spoke to the team to find out more about the service.

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ikea logo

Augmented reality: the Ikea catalogue and beyond

With the advent of Ikea introducing an augmented reality (AR) app to enhance its 2014 catalogue, we are starting to see a gradual shift in how retailers can use the power of digital to improve the customer experience. 

It seems as if augmented reality is no longer just for enhancing advertising campaigns, there are now many more practical applications of the technology. 

Here we’ll look at the Ikea AR app, and then a general round-up of other companies making great strides in the realm of augmented reality.

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The rise of internationalisation amongst UK retailers

A few months ago we received an interesting piece of research from OC&C Strategy consultants which investigated how UK retailers are well placed to outperform their overseas counterparts in the battle for online supremacy.

It was estimated by 2020 there would be an incredible sevenfold increase in non UK sales.

Within the report, the ‘jewels of Britain’s retail e-mpire’ were highlighted. This was based on the volume of consumer searches from international territories.

A number of advertisers across the network were included on this list so we decided to take a look and see how the affiliate channel was aiding internationalisation in the ecommerce market

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