The 360 Degree Marketing Group Blog

Why You Are Not Appearing in Google Search Results

Posted by Jodie Dimmock on Oct 30, 2015 12:00:00 PM

Is your Google campaign not going as well as planned? Mastering a Google Adwords campaign is a complicated and lengthy process, but do not fret. Read the following solutions to common Google campaign mistakes tips and you’ll be an expert in no time.

google search results

1. Grouping Keywords Incorrectly

The best Adwords campaign is actually a compilation of several adgroups, each with their own keyord lists that will relate to one another by category, location etc. This is essential in making sure your ads appear for the correct search terms. Ad groups with niched keywords avoid broad advertising and allow you to better reach your target audience.

 

2. Misusing Keyword Matches

It is important to know the distinctions of keyword types in order to determine the best terms to use. The types are: broad match, phrase match and exact match. The best campaigns incorporate all three keyword forms into their campaigns.

Broad match keyword: With this keyword classification, your ad appears on search result pages regardless of the order of the terms (hence the “broad” classification). However, it is important to note, broad matches can lead to irrelevant impressions. Additionally, it can be very difficult to claim a high ranking with the broad match keywords.

Phrase match keyword: Phrase match keywords permit your ad to appear with any search query that contains your specified phrase. One must use quotations in order to input a phrase match.

Exact match keyword: This is the most specified keyword type. The user’s search must exactly match your Adwords entry. This keyword form results in the most targeted audience. However, due to its specificity, exact matches can sometimes lead you to miss out on mass amounts of traffic.  One must use brackets in order to input an exact match keyword.

Be sure to re-evaluate your keyword choices to be sure that you’re optimizing your campaign. Google’s Keyword Planner is a fantastic tool for finding keywords pertinent to your business.

 

3. Not Utilizing Negative Keywords

Negative keywords are a means to further funnel in customers towards your site. The tool allows you to block terms that are broadly related to your keywords but, in actuality, have no relevance to your business. This allows you to further zone in on your potential consumer base.

 

4. Not Bidding Properly

It is important to bid appropriately on your adwords in order to stay ahead of your competitors. Although you may rank first in the organic search, a smart competitor will attempt to outbid you for the top sponsored slot using your brand-specific keywords. Claiming both the organic and paid top rankings is crucial to running a valuable campaign.

Additionally, you should revaluate your budget and your average ranking in order to determine whether you should increase your bid.

 

5. Misdirecting Your Visitors  

If you’ve properly used ad groups and created an ad for a specific product category then be sure to direct the visitor to the requested page. Customers are likely to get frustrated if you’ve directed them to the homepage and they’re forced to search the site fervently for the advertised product.

 

6. Using Too Few Advertisements

Many make the mistake of only using one advertisement per Ad group. It is best to use a number of advertisements for each ad group you have in order to test and determine which is most effective. You can then optimise your campaign as you learn which ad is giving you the best results.

If you would like to get some more information about running a successful adwords campaign, you can download our Introductory guide below.

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Topics: sem, search engine marketing, Google Adwords

Measuring The Success of Your Google Adwords Campaign

Posted by Jodie Dimmock on Oct 26, 2015 12:00:00 PM

The most exciting part of any advertising campaign is finally seeing your efforts translate into determinate results. Your Google Adword’s Statistics table is a customizable chart that exhibits detailed campaign performance data. However, with Google Adwords, there are a myriad of ways to measure success: website traffic, sales, conversions, ROI, quality score, etc, the list goes on. Read on to learn about the various metrics and which are best suited for evaluating your campaign.

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Impressions

Impressions are the most basic of metrics for your campaign. Impressions are simply how often your advertisement appears on a page. Impressions are particularly important for branding. If your campaign is more focused on building brand awareness, then impressions are more pertinent to the success of your campaign.

 

Clickthrough Rate

Increasing online traffic (or the number of clicks) is often the primary motivation behind an AdWords campaign. The clickthrough rate (CTR) is a fantastic means of quantifying customer engagement. The tool measures the number of customers who click your ad as a percentage of the total number who viewed it. This subsequently tells whether your ad is successfully appealing to potential customers.

 

Return-On-Investment

Return-on-Investment (ROI) is the ratio of your costs to your profits. This measurement is pertinent to all advertisers since it displays the success or failures of your advertising efforts. ROI results can be used to compare two advertising campaigns against each other. The key to increasing ROI is through measuring and improving conversion rates.

 

Conversions

Conversion rates provide a measurement of how often a clicked ad results in meaningful action on your site. Conversions are imperative for determining whether your ads are actually encouraging valuable customer behaviour on your site (i.e signing up for your mailing list, taking a survey, buying a product, etc,). Conversion Tracking is a free AdWords tool that allows you to see and categorize what a visitor does after clicking your ad. Conversions are pertinent to campaigns focused on increasing sales or increasing customer site engagement.

 

Quality Score

The rank of your advertisement on a search page is a combination of the size of your bid and your “quality score.” This score is determined by the quality of the ad, the ad’s performance, and the quality of the landing page. A high score means your keywords, ad, and site are relevant to the searcher. Quality scores are an important aspect of the system because they help ensure the user will be pleased with their search results. Keeping tabs on your quality score is relevant to all advertisers, despite varying campaign goals, because the number affects your search ad ranking. The best way to find great keywords is by utilizing Google’s Keyword Planner.

 

Reach and Frequency

Reach is the number of visitors exposed to your campaign. Frequency is the average number of times a potential customer is exposed to an ad over a time period. These are important for campaigns focusing on brand awareness. 

Measuring campaign success really comes down to the goal and objective you are trying to achieve. But, being accross all campaign metrics is important to see the overall effectiveness of an SEM campaign.

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Topics: sem, search engine marketing, Google Adwords

Search Engine Marketing in Sydney

Posted by Jodie Dimmock on Oct 23, 2015 12:00:00 PM

Being a business in a city such as Sydney, you may ask yourself “how do I set myself apart from other businesses?” or “how do I ensure potential customers will choose my business over other competitors?” In Sydney, businesses are faced with the challenges of competition and high populations. These aspects can be used to your advantage if you use search engine marketing techniques effectively. Often, potential customers will use Google, or other search engines, to search for specific products to find within a certaing location. As a business in the populated area, using search engine marketing strategies, such as adwords, should be taken advantage of to create more traffic to your business and develop the possibility of potential customers.

 search engine marketing sydney

Using High Competition To Your Benefit

Using search engine maketing in Sydney is a good move to make with higher levels of competition than what would be found in less urban areas. However, with more competition and also more potential customers, this form of advertising can be very beneifical if done correctly. The key to attract them to you is simple: make sure your business is more easily found than others in the area.  A simple way to do this is to utilize adwords. Instead of having your company’s website and information listed among all your competition, you can be set aside with a sponsored link to try to create more traffic, leading to more business. With a high population, it is more efficient to be able to target your audience within a certain radius in order to narrow your advertisement to reach potential customers within a specific area.

 

Search Engine Marketing Targeting  

Being in Sydney with large competition, a simple organic search will have a great deal of competition for results to be on the top of the page on the search engine site.  Adwords is a paid advertising strategy through Google in which your specific business appears as a sponsored result in addition to your site being listen among the other organic results.  Only when a search user clicks on your link are you charged. Adwords are especially useful in cities such as Sydney, as businesses can use this location as a targeting tool. Upon searching for something, Google uses location to narrow results to businesses closest to the user. An advertisement is much more effective if it is reaching people in the respected area in which it is located.

 

To sum up, adwords can be extremely beneficial to companies in a populated area such as Sydney. With its ability to geographically target potential customers, it is useful for areas in which there are high populations. Adwords also help set you aside from other competitors, making it more likely that a search engine user will choose your business. Being in a highly competitive and populated area can make marketing more difficult. Adwords is a promising search engine marketing strategy to take advantage of to help your business grow. 

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Topics: sem, search engine marketing sydney, search engine marketing, Google Adwords

The Best Options For Google Adwords Management

Posted by Jodie Dimmock on Oct 19, 2015 12:00:00 PM

Now that you have taken the steps to utilise the benefits of Google Adwords, you may wonder who should manage them for you. Google provides a service in which they can help manage your account for you, but you can also take the self-managed route. Finally, you can find a professional third party group that helps manage your account. Deciding on the best Google Adwords management option for you should be considered carefully.

 google adwords management

Google Managing Your Adwords

Days after setting up your adwords account, Google may get in contact with you about providing services to help manage your account. When you are new to Google Adwords, this can be a handy option for you, as the Google team will help to optimise your campaign and get the best results possible. But, keep in mind that this may only be free service offered for a particular amount of time and before you know it, you have to try building and optimising campaigns yourself.

 

Managing Your Adwords Account Yourself

Another option for managing your adwords is to do it yourself. Through the resources Google provides among other online tips, doing so may seem easy and simple. However, there are many factors that must be managed for an adwords campaign to be successful and sometimes problems can arise. It is vital that you have a thorough understanding of the following:

  • Keywords - The keywords you choose to bid on are what will allow you to appear in search results that you do, but also do not wish to appear for. Remember that negative terms such as "credit card scams" could see your ad linked to the keyword "credit card" appear. Make sure you know how to set up a campaign successfully to avoid this.
  • Targeting - you want to be sure you appear in the search results of those individuals who are most likely to take the action you wish. This means ensuring they are in the right location, for example, otherwise you will be wasting your money.
  • Continually optimising - throughout an adwords campaign, there is always optimisations that can be made based on the results you already have access to. Use these to make improvements to your ads, so that you can increase the traffic to your site and the campaigns success.

 

Managing Your Adwords Through A Professional Third Party

Though this option is not free, it could end up saving you time and money by utilising the skills and knowedge of adwords professionals. Agencies who can mange your Google campaigns have the training to ensure the best results for your budget; they know how to avoid common pitfalls and how to attract the most realistic clients to your page. They can provide their full attention to your campaigns and can optimise it as it runs, while having a level of experience that new starters to adwords do not.

 

Choosing who to manage your adwords can be a challenging decision. While managing it yourself may seem the more cost effective option to begin with, a lack of experience could in the end cost more. Using a third party professional, while holding more cost, will see your best interests and company’s success as their main concern.  You also do not have to think about the account and management on a daily basis.  Hopefully reading through these options gives you a better idea on who should manage your adwords account. The 360 Degree Marketing offers professional services in managing Google Adwords, so contact them today to discuss your options with them.

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Topics: sem, search engine marketing, Google Adwords, Google Adwords Management

Tweet Your Way Towards Advertising Success

Posted by Amy Baker on Oct 17, 2015 3:00:00 AM

A little (blue) bird told me that marketing on Twitter can be a very strong tool for just any business. The social networking service was created in 2006 and now has more than 500 million users on the site. The seemingly never-ending feed of 140-character messages is tailored perfectly to the short-attention spans of people today.

Twitter has had a commercial presence in Australia since mid-2013. Twitter advertising was initially solely aimed towards large business; however, they have recently made the market more accessible to smaller organizations.

Every business should indubitably have a Twitter; however, each must then decide if they should invest in Twitter advertising.

Twitter Advertising

Twitter Advertising Explained

Twitter has three primary ad options: promoted trends, promoted account, and promoted tweets.

1) Promoted trends will place the advertisement amongst popular viral conversations.

2) Promoted account is a means in which to expand your twitter following. The system will highlight your account in relevant search results and also recommend your twitter to users who follow similar businesses.

3) Promoted tweets will transform your normal tweets into an advertisement.

 

Benefits of Twitter Advertising

Richard Alfonsi, Twitter’s vice president of global online sales, stated, “There are millions of small businesses on the Twitter platform using it organically for free. The real opportunity is to use our ad platform to take it a step further and amplify that presence and make it more powerful.”

In actuality, a tweet is one of the best ad mediums a marketer could ask for:

1) The in-stream ads demand the user to read the advertisement.

2) The process engages the user and creates an interactive experience in which followers can retweet, reply, or favourite your tweets.

3) Most importantly, twitter advertising has an intricate targeting system that integrates a multitude of user demographic information.

Be sure to utilize Twitter’s impressive analytic tools to keep track of your success!

Topics: Twitter marketing, Twitter advertising, Digital Marketing

How to Rank Highly in Google Search Results

Posted by Jodie Dimmock on Oct 16, 2015 12:00:00 PM

“Google” officially became a verb in the Oxford English Dictionary in 2006 and is the most widely used web-based search engine in the world. According to Statista, there are over 1 billion Google users. With hundreds of billions of Google searches a month, it is clear that a business’s google ranking should be a priority. High ranked results have higher click-through rates and, subsequently, more sales.

google search results

The Basics of Google Ranking

The fundamental core to Google rankings is Search Engine Optimisation. Search Engine Optimisation (SEO) is the process of making one’s page the most relevant source to a user’s web search. There are two types of ranking on the google: organic rankings and paid rankings. Organic rankings are free and based on SEO and geographic location. Paid rankings are sponsored and are based on a combination of Click-per-Pay systems and SEO.

The most successful companies amalgamate and master both ranking approaches. In fact, studies have shown that sites that often hold the highest organic ranking would not be able to do so unless they also had a sponsored ranking.

 

Optimizing Your Content

Search Engine Optimisation is imperative for both organic and paid rankings. The primary means of improving one’s SEO is through the utilization of keywords (which are prime search terms). The first step in the optimisation process is to determine your sites most pertinent keywords and then focus on seamlessly integrating these terms into your content. Google’s Keyword Terms tool can help in figuring out which terms to use. 

Most articles on SEO advise using a keyword every 100 words, but it is important to not treat this as a golden rule. While optimizing, you must simultaneously not allow keywords to overwhelm your work and take away from the quality of the page. That being said, keywords should definitely be highlighted in the title, URL, and meta-description.

It is important to emphasize that you should create the content and then optimize the piece.  Remember: you are crafting content for humans who are trying to find high-quality material, not writing an algorithm for a search engine. It is essential not to solely focus on search optimization because your primary goal should always be to present your company as professionally and impressively as possible.

 

Utilizing Local Search to Improve Your Organic Ranking

The quickest and easiest way to begin improving your organic ranking is through Google My Business, which is a free tool for local businesses.

Recent research from Google has found that local searches often result in a store visit within a day. In fact, 34% of users on tablets or computers and a whopping 50% of mobile users will visit a store after a local search.

Google My Business provides a simple means to enter your businesses’ most basic and important information: location, directions, hours of operation, website and phone number. The system can then connect you directly to consumers with Search, Maps, and Google+. Google puts your data across all platforms, and thus customers can locate your company on any device and from numerous apps.

 

Mastering Paid Search Results

As mentioned earlier, the best approach to climbing up the rankings is through both organic and paid campaigns. Search Engine Optimisation is free but the process is lengthy and sometimes hard to master. Cost-per-click marketing, on the other hand, can have immediate results, especially since these paid results appear at the very top of the search results page. This process can be quite involved when you first start out, which is why it can be useful to reach out for help with an agency who has experience in this area. But, once you have decided on the right keywords, targeting and budget you can rest assured that you will receive results. 

 

Measuring Paid and Organic Results

Once you’ve committed to your Google campaign, it is important that you utilize Google’s Webmaster Tools and link it to your AdWords account. Webmaster is free and provides a myriad of information to help improve your search traffic such as ad clicks, organic clicks, and average search ranking. These analytics tools can help you analyse the strengths and weaknesses of your Google campaign. 

There are many elements to both organic and paid seaech. Contact us if you need a hand getting your paid campaign off the ground or want to reach the top of the search results page in Google!

 

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Topics: google, sem, search engine marketing, Google Search Results

Mastering Pay-per-Click (PPC) Marketing

Posted by Jodie Dimmock on Oct 12, 2015 12:00:00 PM

It’s no secret that the internet is the primary source for researching everything and anything. According to MarketingProfs, 91% of online adults use search engines to find information and 54% of those users utilize the engines every single day. With such extreme usage, it’s evident why marketers are keen to take advantage of the medium. The way that you can break into the search engine advertising world is through Pay-per-Click (PPC) Marketing.

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What is PPC

PPC is an advertising model that utilizes the massive popularity of search engines by directing site traffic towards sponsored pages. It is called “pay-per-click” because, put simply, you pay for every instance that your advertisement is clicked. The most immediate results on a search results page are these sponsored ads.

 

The Price of PPC

The ad space is sold in an auction-type forum. Advertisers place bids on keywords (which are prime search terms). The value of these bids depends on the competiveness of the keyword and the budget of the campaign. However, placing a bid does not ensure that you are going to receive a spot on the sponsored page…

The rank of your advertisement on a search page is a combination of the size of your bid and your “quality score.” This score is determined by the quality of the ad, the ad’s performance, and the quality of the page the searcher is directed to. Quality scores are an important aspect of the system because they help ensure the user will be pleased with their search results. 

 

Choosing the Right Keywords

The primary means of mastering PPC is through a thorough understanding of keywords. The secret to keywords is finding relevant, niche terms. Broad keywords are not only pricey but have often proved unsuccessful. One great way to find great keywords is by utilizing Google’s Keyword Planner. Remember when crafting your ad and landing page that your material must be entirely correlated and targeted to your customer. 

 

Managing Your Campaign

Your PPC campaign must be managed thoroughly. It is not enough to simply toss money to Google and expect your site traffic to skyrocket. It is imperative to keep tabs on the effectiveness of the campaign and check your account often, especially since PPC can become incredibly expensive if mismanaged.

In order to successfully run your campaign be sure to take advantage of analytics reports. Through this, you can check the number of site visitors, if you have selected the proper keywords, if the new visitors are becoming customers, if your budget needs adjusting, etc.

Since keywords are so important in PPC marketing it is essential to ensure that you are utilizing the most efficient terms. Through analytic reports you can determine if your keywords are functioning well. One fantastic facet of PPC is that the system is very flexible; it is quite simple to change your keywords and adjust your campaign.

Additionally, although PPC can lead to immediate results, it is always important to look at the price tag. Utilizing your analytics tools is the best way to determine if your campaign is resulting in a profit. If not, it is time to adjust or temporarily suspend your campaign. Conversely, keeping your bid competitive increases your chances of securing that high ranking.

 

Benefits of Paid Search over Standard SEO

Perfecting SEO is a complicated and lengthy process. A PPC campaign is easy to launch and one can often see immediate results.

Additionally, the paid advertisements are the very first results to pop up on the user’s search results page. The immediacy of the link makes them highly visible and very likely to be clicked on. 

Successful businesses are constantly trying to increase the number of clicks to their site. These companies recognize that the world is continuously delving deeper in the digital age. Taking advantage of all facets of the internet is not only smart but entirely necessary.

 

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Topics: sem, search engine marketing, ppc marketing

Why Google Adwords Marketing Is Effective

Posted by Jodie Dimmock on Oct 9, 2015 12:00:00 PM

It is fair to say that most people have come across or heard of Google Adwords marketing and that it can be beneficial for their business, but do you know in which ways? Let’s take a look at the benefits and effectiveness of this marketing channel and why you should use it aligned with your other activities.

 google adwords marketing

Scalability

Google Adwords involves very little effort to increase the leads and hence profits you make from this advertising activity. Unlike more traditional forms of advertising, where gaining more leads can take a considerable amount of time and money, Adwords simply involves increasing your budget. Once you do this, the leads and profits will increase according to your budget increases, so if you are short on time, this system is perfect for you.

 

Measurability

Traditional marketing channels can be difficult to sometimes measure their effectiveness which, when you spend a lot of money on them can be a little frustrating. But, with Google Adwords you can measure all aspects of a campaign to determine how successful it has been. There are lots of metrics available to you in Adwords, depending on the goals of a campaign including click through rates, cost per click and hence, ROI. This also means you can see in real-time if a campaign is working for you.

 

Flexibility

The great thing about Adwords is that you can customise every campaign to reach your goals and objectives. How does Adwords provide this flexibility?

  • Keywords – you can specify which keywords you want to put spend behind and which are the most likely to be searched by your audience.

  • Ad extensions and formats – this allows you to add extra information to your advertisements such as links to your site, a phone number or location. You can even prompt people to call or send an email directly from the ad.

  • Targeting your audience – location, time, device being used. These are all options on top of the initial targeting available through Adwords and makes sure you reach the audience you know are interested in your offering.

 

Immediacy

Unlike SEO, Adwords does not take a long period of time to start seeing results. As soon as you make a campaign live, you can start receiving impressions and clicks. This also helps when making changes or adjustments to a campaign as they also occur immediately and can ensure you are getting the best ROI possible.

 

Consistency

The other great thing about Adwords, is that you can maintain consistency across all your other traditional marketing channels. This not only includes maintaining the same message across all channels, but also allowing you to undertake other activities such as remarketing.

If you would like to find out more about Google Adwords, download our introductory guide below!

 

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Topics: sem, google adwords marketing, search engine marketing, Google Adwords

Radio Survey 6: Hamish And Andy Are In, But Not All Good News For Hit

Posted by Jodie Brett on Oct 9, 2015 9:24:00 AM

The biggest movements this survey in FM were in the battle for Drive, with the 3 key networks Drive teams niggling in all markets. As all of the commercial FM stations are currently syndicating their shows nationally, big differences in audience preferences are being brought to light. Nova’s Kate, Tim and Marty held the Drive crown for a long while, but with the return of Drive superstars Hamish and Andy, they have hit a stumbling block, losing market share in Sydney, Brisbane and Adelaide. It will be interesting to see how they react moving forward to combat Hit’s rising star. The other Drive team, that most people seem to skim over, is Hughsey and Kate on the KIIS network, who have been the quiet achievers of this survey. Hughsey and Kate maintained their lead in Adelaide and Brisbane, showing growth in Sydney and Perth. Melbourne is the only market that seems down on KIIS, maybe they are just showing loyalty to Hamish and Andy?

Radio

Speaking of Hit, Hamish and Andy are paying dividends for the SCA network across Australia as expected. While Hit received a boost in 10+ market share across the nation, it seems like Sydney will buck the trend with losses of share across most day parts, and only a small growth in the Drive session. It is very difficult for SCA to build the audience in Drive when the Breakfast session is failing to fire with Dan and Maz. Lack of performance has called into question their viability long-term in this session and market.

The other SCA brand, Triple M posted another consistent survey result off the back of the Footy Season. The M’s know their market and stick to it; the challenge is maintaining audience share post Footy Season into the summer, how will their summer programming reflect the fact that they don’t have the rights to the cricket? Good thing they can keep talking about Jarryd Hayne in the NFL for a while!

Smooth maintained Number 1 FM station position in the Sydney Market, with a second consecutive survey win, which is a great result and continues to grow, with a significant jump in Melbourne this survey.  This is promising for the relatively new network, is there potential in Perth, Adelaide and Brisbane? Smooth in Melbourne showed growth across all day parts and key demographics. Morning and Afternoon sessions continue to deliver for Smooth in both Sydney and Melbourne, along with strong weekends. These sessions are often indicative of longer listening times which is always a plus for radio stations. All of those Mum’s listening in is clearly paying off for them!

The GOLD network shed share nationally, only 4KQ in Brisbane holding strong. WSFM’s Jonsey and Amanda in Sydney retained their FM breakfast crown for another survey, growing slightly, closely followed by studio mates, KIIS to top off Sydney Breakfast. GOLD in Melbourne proved themselves to be a constant contender, managing to take out #2 in the 10+ demo, only slightly losing market share, but they can’t really be blamed. With the jump in FOX’s ratings, it demonstrations GOLD’s strength that they only had a small lose, with other key stations KIIS and 3MMM haemorrhaging share.

The Macquarie Radio Network is staying strong in all AM markets, with King Pin 3AW in Melbourne having a good boost in share, beating their nearest rival by 4 points. Sydney’s top dog 2GB has retained their might across all day parts and clearly won in the 10+ market. Despite 2GB’s small drop in share, they are still miles ahead of any other AM or FM station in the market, no worries for them in the near future. Brisbane’s 4BC are building audience as the listeners tune in greater numbers to the Sydney shock jocks Alan Jones and Ray Hadley, Brisbane seeming a little slow on the uptake but it is still positive results for the talk-back icon moving up the Brisbane Breakfast ladder.  5AA’s shining star is the Drive show, coming in at equal second of all of the radio stations in this session. Perth’s 6PR remained steady as the gap closes between them an ABC, slow and steady wins the race. Key figures for this survey were Alan Jones and his counterparts in Melbourne, Ross Stevenson and John Burns, winning their 190th and 110th survey wins respectively. The Macquarie – Fairfax merger seems to be working well for everyone involved.  

Update: As predicted, SCA are looking for strength in Sydney Breakfast (where they have been lacking all year). They have announced that the high profile Rove McManus will be taking over the Sydney breakfast show. It has yet to be revealed when this changing of the guard will occur, but we are guessing it will come before the end of the year, survey 8 perhaps? Whenever it does come, this will leave Sydney with a powerful top-and-tail of the day. Will this be the end of Hit’s Sydney worries? 

Topics: Radio Survey 6, Radio

Branding And How Your Brand Works

Posted by Dominic Gouw on Oct 8, 2015 5:00:00 PM

A few weeks ago, I went to an NGEN seminar on “How Brand Works” by Richard Suareman, AKA the brand guy. I have to say that it would have to be one of the most entertaining and educational seminars I have ever attended; so I wanted to share with you all a small idea around this topic and help explain why companies have come about their current brand strategy/image.

Richard’s definition of brand style “is more about gut feeling rather than thinking and analysing what it should be.” Most organisations and companies tend to overthink and overanalyse their branding based on data and numbers. As a result, they restrict and stop the flexibility and creativity that brands can offer. A really good example is the new Air New Zealand ad – Airline Safety. Traditional airline safety instruction videos, as we all know, are boring, repetitive and always really serious. Let’s be honest, it’s to the point that no one really takes notice of them, but that’s about to change. In partnership with the All Blacks rugby team, Air New Zealand have recreated what airline safety instruction videos should be; fun, engaging and informative content that entertains and capture people’s attention.

 

The 3 Fundamentals Of Branding

  • Brands are more heart than head

  • Brands make a stand

  • Brands are created by people

 

1. Brands are more heart than head

As we have discussed above, the perception of what people think about a brand does not have to be the reality. As long as it comes from the heart, people can and will associate with the brand no matter what data and numbers in a spreadsheet can prove. However don’t be mistaken, brands HAVE to represent the actions and responsibilities that they set out to do, if not, it’s meaningless. What something means is as important as what it does.

Here are some examples of what I mean:

Heineken Ad 

The comedic concept of the emotional representation between women and men is shown in this ad.

Intel Ad             

Human element representation of the brand at the end of the ad.


 2. Brands make a stand

(Caution: there will be a risk, there will be haters!!)

We have to know the “one thing’ in the brand that stands out from the rest. We don’t want to be popular, brands should be known to stand for something. We’ve all heard this quote before, “those who stand for nothing fall for anything”. For example, the Coca Cola Happiness Machine; the essence and what the Coca cola brand stands for is all about “happiness in a bottle”. From this specific ad, we can then break it down into the different personalities/ attributes that the brand represents. As a result, each of the personalities/ attributes in the below brainstorming table can become a potential campaign.

 how brand works

 3. Brands are created by people

This point ties back to all the things we have discussed about brands and the purpose of brand. As simple as it is, brands are created by and for the people, most specifically by the media and for the consumer. When defining brands, we can use Archetype images. They are words or phrases that people can quickly understand and visualise. Archetype is the modern psychological theory behind the personalities/attributes or even benefits of the brand. For example, Coca Cola – Innocent, Regular guy, Dove – Lover, Lynx – Outlaw/Hero/Lover, Lego – Creator, Pedigree – Caregiver/Lover/Hero, Go Pro – Explorer. When choosing an Archetype image for your brand, don’t choose just one type, this does not define who you are as a brand. This is what determines the difference between your brand and other brands.

Now that you have a better understanding of brands, my only advice is go out there and let your heart do the talking, explore different concept and take some risk. No matter what you do, don’t be afraid of what people might say and ultimately stand for what you believe in and feel your brand represents.

Topics: know your brand, how your brand works, brand, branding

Understanding How Google Search Results Are Ranked

Posted by Jodie Dimmock on Oct 5, 2015 12:00:00 PM

It is no surprise that a business would want their link to be featured as high as possible on a google search result page. The higher up your website, the more chance a user will click it and become a potential customer. However, a sample of over 8 million clicks showed that 94% of users clicked on a first page result while only 6% moved on to the second page to select a result! In addition, the first result gets about one third of all clicks. Knowing this information creates an even more fundamental strive to be found on the first page. Being informed on how google ranks websites is critical before learning how to improve your own google search ranking.

google search results

How Google ranks search results

Google uses a complicated algorithm that takes hundreds of factors into account before ranking a list of sites in its search results. This process is not an easy one to explain and often changes as new factors are added, so instead we will highlight some of the key factors that are beneficial for you to pay attention to.

 

Search Engine Optimisation

Search Engine Optimisation (SEO) is one factor that affects the ranking of Google search results. Think of Google like a librarian; they have to search all the online material to find results that are relevant and most useful to the user. Here is a list of essential SEO factors Google considers when ranking results:

  • Keywords - allows google to find relevant information within websites that relate to the searched topics.

  • Titles of page- just like a book title, google uses website titles and page titles to narrow down search results.

  • Meta tags and descriptions - these short snippets of words are vital to your site as this is what users see when displayed search results, plus Google crawls them.

Site And Page Quality

A badly designed website with no structure and one that is not user friendly, will not receive the best rank in Google search results that it possible can. Some elements to look at include: 
  • Site characteristics - looks at attributes such as the speed and structure of your site to make timely and appropriate selections for the user and medium they are searching on (eg. tablet, mobile device or desktop computer).

  • Popularity of site - the time other users have spent on the site as well as frequency of other sites linking to your site within their own impact on how Google views your own website for results.

Google is constantly changing their algorithm and websites are also constantly changing, so searchresults will rarely be identical for every user every time. But, the above elements are just a handful of factors you can work on to help your chances of landing in a higgher ranking position.  

 google search results

How to improve your Google search result:

Here is a list of ways to help improve your Google search result:

  • Create relevant content - include key words/ phrases and mention them multiple times within your website and website title. Think about what potential viewers would be searching in the google bar and include those phrases. 

  • Update content regularly - when a website is updated consistently it is seen as more credible to search engines.

  • Include other links within your site - when including other links in your site, describe the link name instead of simply “click here.” This means a hyperlinked topic is more likelt to be found as well as increasing your site's reputation with Google.

  • Make content social friendly - being able to be located on social media platforms, such as Facebook or Google+, can create more traffic to your page and increases the search rank.

  • Consider purchasing Adwords- Using search engine marketing can help separate your page from the rest of the results and appear as a sponsored link.  This can create more initial and immediate traffic to your page and improve your SEO.

Knowing how Google ranks their search results is important as it can benefit your own SEO efforts. Using a combination of the previously mentioned techniques can move up your ranking and create more traffic to your page. With more users visiting your page, you have more of a possibility of gaining more customers. Remember to keep updating your page and incorporating these measures to help improve your Google search results ranking. 

If you need help improving your website's SEO, contact us today and see what we can do for you! 

 

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Topics: seo, search engine optimisation, sem, search engine marketing, Google Search Results

The Cost of Search Engine Advertising

Posted by Amy Baker on Oct 2, 2015 11:00:00 AM

Search engine advertising can be extremely beneficial to your advertising efforts. Especially since the number of people that can be reached can also be tailored to your budget.

Google Adwords use three main types of costing to price your ads that will appear on Google. They are cost-per-click, cost-per-impression, and cost-per-acquisition, you have the option to choose any of these relevant to your desired outcome.

 

Cost-Per-Click (CPC)/Pay-Per-Click

Cost-per-click involves setting a bid price that you are willing to pay for specific keywords and every time your ad is clicked on you are charged using your set maximum cost-per-click.

This is the only time you will be charged for the ad, if your ad is shown one hundred times and isn’t clicked on once there is no charge.

There are two types of bidding available, automatic and manual. When using automatic bidding a daily budget is set and Google will bid accordingly to your budget and will aim to provide as many clicks as your budget will allow. Manual bidding gives the user total control over their ad expenditure. This includes setting the maximum bid for desired keywords allowing you to move higher up the ranking list or choosing where the ad is shown. The CPC method is best used if your goal is to increase website traffic.

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 Cost-Per-Thousand impressions (CPM)

By using CPM, the costs of your ad is determined by the amount of times your ad is shown across the Google Display Network. The Display Network is all the potential websites, videos, and apps combined into a cluster where your ad could appear.

Within the network your ad will appear on relevant sites with content similar to that found on your site, these sites are selected with your desired target in mind. When CPM is used you pay for every thousand times the ad is viewed, CPM is only available for the options “Display Network only- All features” and “Display Network only- Remarketing”.

It is best used when the business’s goal is to increase awareness.

 

Cost-Per-Acquisition (CPA)

When using the CPA bidding strategy, a cost is incurred when a pre-determined conversion is completed by the viewer. A conversion is when a desired particular action occurs usually on a website; for example you have a “shop now” button on your website and that is your arranged conversion, when an individual clicks this button the conversion is completed.

If choosing this method you set the amount you are willing to pay-per-conversion and your bids are automatically set and are aimed to provide as many conversions your amount set will allow. This method is generally used by experienced Adword users.

 

The 360 Offer

Being a busy business owner, do you really have the time to create a successful campaign? With a minimum spend of $2,000 and an industry low management fee of 20% why don’t you give us a call and we’ll arrange the whole campaign for you.

To improve the success of your campaign we’ll research your keywords, implement advanced targeting to reach your specific audience, and monthly campaign reporting. Your management fee also includes the creation of the campaign, ad groups, ads, URL’s, content requirements, and optimisation to meet your goals.

 

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Topics: search engine marketing, SEO versus Adwords