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Showing posts from 2015

Responsive design vs. dedicated mobile landing pages

To provide a cleaner user experience (without the pinch-to-zoom, scrolling-all-over, eye-squinting
madness), many marketers have turned to a technique called responsive design.

Responsive design essentially allows you to have one page that accommodates all device types and
screen sizes, from mobile to tablet to desktop and beyond.

Depending on the ways you intend to interact with your user, this can save you time and development
resources and help you maintain a cohesive design language and brand identity.

While responsive design is all the rage in web design circles these days, it’s not always the best solution for campaign-specific landing pages.

To illustrate this point, let’s ask a question:

Will users book European travel from their phones?

While we should always test assumptions like these, logic tells us this is not very likely. So if device
context tells us the user is landing on the page from mobile, what should we do?

We may want to build unique mobile landing pages that fe…

Lost your Android phone? Just Google to find it

If you misplace your Android phone in the car or leave it somewhere around the house, search engine giant Google can now help locate the smartphone.

Using Google search on a desktop, users need to type in 'Find my phone' and an approximate location of the device will be shown, Google said in a blog post.

"We've all been there -- you've searched under your car seat, tossed around the sofa cushions and you still can't find your phone. If you know where your computer is, you can now ask Google to find your Android phone from your desktop," it said.

The users just need to ensure that they have the latest version of the Google App on their registered device.

The Android Device Manager will allow users to ring their device, using which they can locate their device. The phone will ring for five minutes, once the ring option is chosen.

Users would also have to ensure that the smartphone's location services are on so that Google can locate it.

The feature als…

Getting the most out of user intent

Many search marketers fail to understand the value
of user intent. Keywords that show high intent or that have proven to drive consistent assists should
be given high priority.

To prioritize these terms, they should be isolated in their own ad groups or at times their own
campaigns. This allows you to allocate specific budgets to these terms, place them in ad groups
with hyper relevant ad copy and design tailored landing pages to maximize results.

Think of the context of intent as helping you identify your Most Valuable Players and set them up for
success. In many cases, these players will carry the entire campaign.

Conversion assists

Google provides some insights into what keywords assist with a conversion.

An assist is defined as a keyword that drove the initial visit to the site. The user may later search a
different query and end up buying an item.

The second search phrase would be credited with the conversion but the first would get credit for the

Using assist reporting you can start to understand that some keywords are important for bringing
initial visits that will later result in conversions from a second or third query. We need to understand
which keywords drive assists and which ones drive conversions so that we can serve landing pages
that address different points in the marketing funnel.

For keywords likely to assist conversions later, you’re better off going with a lower commitment CTA on your landing page. At this stage, offering an ebook or white paper helps establish you as an expert, creating a long-term relationship with the searcher and increasing the assist rate of these terms.

Google’s AdWords Android app is now available

Google launched an Android app for its AdWords advertising platform last month, but it was only available to users in Canada. Today, the company has announced that the app is rolling out across the globe.

AdWords for Android lets you check out campaign stats, receive real-time notifications, get improvement suggestions, update bids and budgets and call a Google expert for advice.


Google AdWords Account History Page Adds Conversions Changes

It's now easier than ever to find conversions changes to your account. Filter change history reports to view changes to conversions specifically, what was edited and who made the edits.

5 Common Mistakes Companies Make With Google AdWords

So you want to send paid traffic to your website? That’s great! Given the amount of digital noise online today, expanding your digital marketing campaigns by putting your message directly in front of your target audience with paid ads is a powerful technique, and you’ll find that Google AdWords makes it easy to get up and running with this approach.
Unfortunately, though, just because it’s easy to open up an Adwords account doesn’t mean that it’s easy to generate a positive return on investment using this service.
Many pay-per-click (PPC) advertisers start out with good intentions, but limited experience. As a result, they run into common mistakes that can hurt a campaign’s profitability. If your initial campaigns have produced lackluster results, read through the following mistakes and their solutions to improve your PPC ROI:
1. Targeting keywords that are too broad Here’s a newsflash: if you’re a new advertiser, you’re probably never going to be able to bid your way to the top spot …

Google share the future of Adwords

Google has just revealed their future plans for AdWords in a video livestream. Some of these changes are big, meaning they are also (probably) important. Before we go on though, I must ask you a crucial question: what does Google think is the key to getting your advert out to your consumers?
I know…you are thinking Mobile?
Well, if you said mobile, you have four options:
If you said, ‘It’s about connecting people to content with whatever device they’re using right now to the content they want now,’ take the rest of the day off. You’re allowed, I have already cleared it with your boss.
The new buzzword on the market is connecting.
Say that at parties and everyone will think you know more than you do. People will probably even buy you free drinks. Please remember to drink responsibly – You. Are. Gonna. Get. Hammered.
Gonna Get Hammered
Oh ya, here are the 3 main things that Google will be rolling out in AdWords over the next few months: 1. App Specific ads Google calls this ‘Innovative…

Stepping into the future together

Our two most important goals for AdWords are to make ads more relevant and useful for users, and more effective and simple to manage for advertisers. That's why I was so excited to announce enhanced campaigns this past February. With enhanced campaigns, we're making it easier to reach people in the moments that matter with ads that are more relevant to their intent and context.
Results with enhanced campaigns
Many advertisers who've upgraded and optimized their enhanced campaigns have already reported positive results and time savings. Here are a few recent examples: Pizza Hut reported that mobile ROI increased by 20% since upgrading to enhanced campaigns. They've also found that mobile CTR has increased by more than 60% while their cost per order on smartphones has dropped by 17%. Autobytel, a site for car buyers and owners, grew conversions by 10% at the same CPA after upgrading and optimizing their enhanced campaigns. They now manage 30% fewer campaigns, leaving the…

How to create Brand value with right content in Digital World ?

All real and worthwhile concepts, these words – perhaps because of their relative newness – tend to be used as blanket terms that describe a laundry list of things. For example, “content marketing” is often used interchangeably with “social media.”
Here are nine common misconceptions to avoid in your content marketing.
1. Content marketing is easy and cheap
The internet is gloriously free. Anyone can start a website or host a social media account. Perhaps, for this reason, some brands assume that content marketing is easy. After all, you don’t need a degree or any special training to create content, right?
This view underestimates the skill involved in making content work well for the brand. Creating the right content requires deep knowledge of your brand, the digital landscape, and your audience, which is no easy task. Does your audience respond more to Facebook posts or videos? Email or blogs? Is your content actually converting?
Keep this in mind when you start a content strategy. …