Congratulations to Count Me Out who won the OnlineAdvertising.ie sponsored “Best Social Media Campaign” award at the Irish Web Awards on Saturday night.

The top prize for “Best Website” went to RTE.ie while the “Most Beautiful Website” award went to Organic Supermarket, and “Best E-commerce Website” went to Curios Wines.

The event was very well organised and the stand out feature of the night was undoubtedly the craic and informal atmosphere.

Well done to Damien Mulley and everyone who organised the super event.

According to IAB UK: Online Advertising expenditure grew 4.6% to reach £1.7 billion in the first 6 months of 2009, overtaking TV for the first time.

63% of this online expenditure was on paid earch (Google Adwords et al). Which is viewed by many advertisers as “recession friendly”, leading it to grow 12% from the same period in 2008.

In the UK 23% of advertising expenditure goes online.

The European average is approx 11%.

Last like figure for Ireland is from 2007 when a whopping 3% of advertising expenditure went online. Let’s pick up the slack Ireland!

For info on our Google Adwords PPC services click here.

For info on our Search Engine Optimisation (SEO) services click here.

What on Neptunes Nineth moon is it:

While your Adwords campaign will tell you which of your existing keywords are triggering your ads, the Search Query Report (found in the reports section of your Adwords account) will tell you exactly what the user was actually searching when they saw your ad!

Why it’s great:

1. Saves you budget by enabling you to add negative keywords and weed out irrelevant clicks (i.e you might be advertising “The Hilton Hotel Swimming Pool” but dont want to see “Paris Hilton Swim Suit” searches ruining your CTR and bringing costly irrelevant traffic).
2. Increases relevant traffic by highlighting profitable keywords you are missing out on (believe it or not, misspellings can be really profitable, we have a credit control client who generates a lot of enquiries for the search term “dept collector”).
3. Increases your Quality Score (free money!) by introducing exact match keywords where you previously had inexact broad match keywords which infrequently trigger your ads.
4. It gives you a real insight into what people are thinking when they search for you.

Recent Developments:

• Google recently expanded the scope of broad match keywords. If your ads are showing for a wider range of keywords you need to manage your visibility carefully.
• The Search Query Tool itself is becoming more efficient. 3 months ago if you ran a report in the Keyword column you would often see “147 other search queries” which was a pain in the arse. The appearance of this ….. other queries has been minimised making the tool much more effective.

All in all a great tool! You will be amazed by the amount of different search queries that brought traffic ot your site, and there are some fascinating insights into what your potential customers are searching for!

For information on our Google Adwords Services click here.

Optimize your Bling

Hi folks,

Google have announced that they have reduced the requirements for an AdWords campaign to be eligible to use the wonderful “Conversion Optimizer” tool. AdWords Advertisers previously needed 30 conversions in the last 30 days to qualify to use the tool, the requirement has now been reduced to 15 conversions in the last 30 days to qualify to use the tool.

Why did Google do this?

Google AdWords services “the longtail” of advertisers. What this means is Google’s most important clients are not the advertising world’s big fish such as Coca Cola or American Airlines, but the massive ecosystem of small to medium-sized businesses such as flower delivery companies, insurance brokers, yoga studios. In reducing the requirements to access the AdWords Conversion Optimizer tool Google are better servicing their most important market, the small (to medium) guy!

What does the Conversion Optimizer do?

With the Conversion Optimizer, you bid using a maximum Cost Per Acquisition, which is the most you’re willing to pay for each conversion (such as a purchase, enquiry or signup). Using historical information about your campaign, the Conversion Optimizer automatically finds the optimal equivalent cost-per-click (CPC) bid for your ad each time it’s eligible to appear. You still pay per click, but you no longer need to adjust your bids manually to reach your CPA goals and can benefit from improved Return On Investment.

To calculate the optimal equivalent CPC bid, the Conversion Optimizer first calculates a predicted conversion rate for each auction. The Conversion Optimizer takes many factors into account, including your ad’s conversion history, the keyword’s broad match query, the user’s location, and the conversion rates of Google’s search and content partner sites. The feature then generates an ad rank by combining your CPA bid, quality score and predicted conversion rate.

How does the Conversion Optimiser help me?

Simple:

1. Greater control of Return On Investment by enabling you to select your maximum cost per sale/enquiry.
2. More Sales/Enquiries. Double digit growth in conversions is common.
3. Reduced cost. Your cost per conversion will often decrease.
4. More time. Bid management is one of the most time consuming activities within AdWords optimisation. Enabling the conversion optimiser gives you more time to optimise other equally important elements of your campaign such as adtexts & keywords.

Sounds great! Does this mean if I turn on conversion optimiser I wont need to optimise my AdWords campaign anymore?

Conversion Optimiser will have a positive effect on your campaign performance by managing your bids.

It won’t:

• Optimize for Quality Score
• Create and test new Adtexts
• Split test landing pages
• Add new keywords
• Insert negative keywords
• Develop new Adgroups
• Manage your Impression Share
• Identify new markets to target
• Keep an eye on industry trends
• Audit the competitve environment
• + much more

For best results, it is still essential you, or an Adwords Professional, optimises your AdWords campaign on an ongoing basis.

Where can I learn more?

Here’s a great video from Google which explains the Conversion Optimiser Tool. Surf’s Up!

For information on our Google Adwords services click here.

OnlineAdvertising.ie wish to congratulate recent recruit Ed Murphy on successfully passing the Google Adwords Professional exam. His score of 85% means Ed has become Irelands newest Google Adwords Professional.

Ed is coming from an underwriting background and was recruited for his strong logical and analytical skill-set.

In addition to engineering Adwords campaigns to deliver results above and beyond expectations for OnlineAdvertising.ie clients, Ed will be contributing to the continuous enhancement of our in-house Google Adwords Campaign Optimisation Process. This process is our blueprint of optimisation tactics for continuously improving campaign Return on Investment.

We pride ourselves on delivering superior results by getting under the skin of our clients business and marrying this insight with our indepth knowledge of, and passion for, Google Adwords.

One of OnlineAdvertising.ie’s campaigns was recently selected by Google to be published as an official “Google Adwords Success Story”.

Which we are naturally dee-lighted about.

For more info on Google Adwords check out the following links:

How Google Adwords Works

Why Google Adwords Works

Our Google Adwords Services

This post is for you if you are, or plan to be, an online advertiser. It will explain how Google users interact with the various positions and listings on the Google search results page. We have identified 3 types of interaction; Eyeballs (Adviews), Fingers (Clicks) and €€€s (Conversions which are enquiries, sales etc) for this post.

Eyeballs (Adviews):

Mulley Communications released an important study last month entitled “Google Search”. One of the key findings of this study was that 70% of the sample group look at the top result first whether this result was a sponsored link or not. So if your sponsored link is in position no.1 on the left hand side of the SERP (Search Engine Results Page) you are in the most viewed position on the page.

Fingers (clicks):

Our internal stats for the first 6 months of this year across 20+ adwords accounts show that average Click Through Rate is 4.6% when an ad is in the top 2 positions (left or right of SERP) for a relevant search. Click through rates decrease as your ad moves down the positions on the page.

When the search term is specifically relevant e.g. “laser eye surgery Dublin” matching keywords have click-through rates upwards of 20%.

€€€ (Conversions):

Our internal studies have also shown that people who click on sponsored links are more likely to enquire or buy. Here are recent Google Analytics stats from our own site, the goal is an enquiry:

As you can see the top converting traffic source was Microsoft Live, but with one enquiry the data is not statistically significant.

When you compare Google Organic to Google Cost per Click (AdWords traffic) we see that AdWords traffic is twice as likely to enquire as it’s organic counterpart. This is a trend we have been seeing again and again over the past 2 years.

We believe the reason for this is that people looking for information on a subject will click on the organic list. Whereas a shopper, who want to make a purchase or enquiry and they want to make it now, is more likely to click on the sponsored links, it’s logical.

Conclusion:

The top of the Search Engine Results page is prime position for ad views with 70% of searchers looking at the top listing.

When a sponsored link is in the top 1-2 positions it benefits from a CTR of about 4.5%. Considerably lower than the 70% ad views, why?

This is because the majority of searchers are info seekers. So the wiki’s, forums and news sites on the organic list best suit their informational requirements. However the minority of searchers are shoppers, who want to make a purchase or enquiry and want to make it now, so they are more likely to click on the sponsored links and convert from there.

From an advertisers point of view:

Organic Clickers = Tyre Kickers

Sponsored Links Clickers = Shoppers

For info on our Google Adwords PPC services click here.

For info on our Search Engine Optimisation (SEO) services click here.

Paul wonders can Bing really become a major search engine player?

AdlandIreland have a great post (especially if your an internet marketer!) on a PWC report on how online advertising in the UK will double to 36% of overall spend over the next 3 years. Digitology has further commentary on the same story.

If you enjoyed our post last week on Web 3.0 you’re gonna love the following links:

The good folk at web2Ireland have noted the release of locle. You can learn more about this fab irish-made app here.

Also from web2Ireland here is a brain-whirring, lightbulb-moment-a-minute interview on “What will Web 2010 be?” with Venture Capitalist Fred Wilson (Im a geek! Are you a geek?).

If you were interested in our previous Google Adwords Quality Score Explained post, then check out this Quality Score post from Dave Davis of Red Fly. Its an oldie but a goodie!

Richard Hearne of Red Cardinal has authoured a very comprehensive post on Google’s local business listings.

Tom Doyle of 2bscene has interesting comments on Microsofts new search engine Bing. Further Bing chatter can be found on Rev2.org.

What a win for the Lions on Sat (nearly!).

(Or possibly in your handbag)

Hi and welcome to our post on the next big thing in the digital world, “Web 3.0″. Lets kick off by discussing it’s predecessors Web 1.0 and Web 2.0.

Web 1.0 and Web 2.0 According to Tim O’Reilly

The term Web 2.0 is most widely attributed to internet guru Tim O’Reilly.

Roving web reporter Kamla Bhatt caught up with Tim outside the jacks in McDonalds in Tim’s hometown of Youghall Co. Cork (or possibly at a conference in Silicon Valley).

Here’s a nutshell Web 2.0 definition from the man himself.

So Tim is emphasising Web 2.0 is about users, and the more users a platform has the better. I’m presuming the more the users “network” or “interact” with each other the better too.

Here’s a table, again from Mr.Tim, illustrating his thoughts on the differences between Web 1.0 and Web 2.0.

The theme of Web 2.0 “interactivity” is very prominent in this table. We can see Web 2.0 is a move from static content to wiki’s, one-way informational websites to two-way interaction on blogs, file sharing, pay per click (action) advertising rather than simply page views.

I don’t think Tim will mind me adding the poster child for Web 2.0, “social networking” to his table. Social Networks are a cookie cutter fit for his definition in the above YouTube video of “the network as the platform, in which the users add value, and the database get better the more users that use it”.

Web 1.0 was Porn, Web 2.0 is Friends?

Such is the rise in use of social networks that in the US and the UK social networks have now overtaken adult sites as the most visited sites on the web. This is the first time any other type of site has overtaken adult sites in popularity in the history of the web.

Webs 1.0 & 2.0 Condensed Definition:

When you distill all the above info and opinion, you are left with what is my favorite explanation, which comes from Irish web virtuoso Damian Mulley

“Web 1.0 was about connecting people to the internet.

Web 2.0 is about connecting people to people via the internet.” It’s that word again: Interactivity!

Taking Damian’s lead I’d like to put forward:

Web 3.0 is about connecting people to the internet via mobile mediums. PC’s and Laptops for internet accessibility will become less prevalent as people connect to the internet via their mobile phones and other convenient, portable devices.

The new functionality of these mobile devices will revolutionise the web as we know and use it!

Web 3.0 Its Mobile! Some Facts:

Trey Harvin of dot.mobi presented the following stats at the IIA Congress 2009 in May.

• There are 4 mobiles phones are sold to every 1 PC sold.
• There are 3 billion plus mobile phones for 6 billion people worldwide.
• There are more mobile phones worldwide than PCs & TVs combined.
• There is more Internet access available via mobiles than PC.
• 1 billion plus people are connected exclusively to the mobile Web.

These figures show that the infrastructure for mobile phones, or “hand held internet devices” is already larger than the PC/Laptop infrastructure. Web 3.0 is not coming, it’s already happening!

Anybody who has tried to access the web from their phone via WAP knows it takes ages, looks crap and is frustrating to navigate. This however is changing as the next generation of phones, led by the IPhone are championing internet usability.

How does Web 3.0 Changes the Game?

Here’s the key capabilities of mobile internet devices (thanks again Trey).

Mobiles have key capabilities:

Fits in your pocket
Knows where it is
Has a browser
Is a camera
Is a video camera
Sends text messages
Can do micropayments
Sends email
Plays music
Plays videos
Interactive calendar/contacts

I have come across a number of new applications which make fantastic use of the new functions of Web 3.0:

1. Waiting for a bus? Pull out your phone, access DublinBus and see how long until it arrives.
2. Want to get in touch with a friend, group of friends? You can skype or facebook your friends for free (or next to) instead of calling or texting them.
3. Out and about and feeling peckish? Access a promotions site such as Ocode, which will tell you what cafes, restaurants and juice bars in your current location are offering promotions and discounts.
4. Likewise, IPub can map out what traditional Irish pubs are near your current location and you can read user reviews via your IPhone.

I’d love to hear of the cool applications of mobile applications that you are coming across, please comment away.

Conclusion

Web 3.0 is the wave of internet users who increasingly connecting to the web via mobile media. These mobile media offer a multitude of new possibilities. Convenience is the overriding theme here. After all, technology is all about making life easier!

An Alternative Vision of Web 3.0

Here’s a short and very insightful video on how Web 3.0 is going to “personalise” internet use.

Get More Online with OnlineAdvertising.ie

If I had written a post on branding 12 months ago I would have been explaining my thoughts on why display advertising is an inefficient use of marketing budget and that branding is bound to go the way of the dinosaur.

Brandosaurus?

I would have asked questions such as: “Why would a company spend vast sums of money on display advertising attempting to communicate with people who may or may not ever be interested in their product? Especially now when they can tap into the rivers of people actively searching for their services on search engines such as Google & Yahoo, with their credit cards at the ready.”

I would have also rammed home salient points such as: “Surely only after every last click from all available search engines had been gleened would a company start trying to inform and persuade new customers to consider buying their product via branding!”

However, I have recently changed my views on the importance of branding in the marketing mix, here’s why:

1/ Top Searched Terms

The screengrab below illustrates the most searched terms in Ireland over the last 30 days. We can see that 14 of the 20 entries are brand names. This indicates that people are very likely to search for brands they are familiar with. The user often knows who they want to buy from before they go to a search engine.

2/ Google acknowledged the importance of brands to search earlier this year when they adjusted their search ranking alogarithm to favour brands for generic industry terms. Google CEO Erick Schmidt recently went so far as to describe the current state of the web as a “cesspool of false information”. Google believe brands create credible content hence the favorable rankings for established brands.

3/Specific Media recently conducted a 12 month study which shows display advertising campaigns lift searches for specific brands by 155%. Clickers who had been exposed to display advertising prior to arriving at the site were 22% more likely to purchase.

Here in OnlineAdvertising.ie, we saw further evidence of this recently when a client in the health and beauty sector invested in a display campaign (Google Adwords Content Network) with a budget equal to their Google Adwords Search Campaign. 3 months later the monthly volume of searches on Google for their brand have lifted 56% on their previous level and is increasing month on month.

The 3 points above illustrate that all the marketing activities which the consumer was exposed to before they landed on the site count. Firstly branding will increase searches for, and hence, visits to, a website. Then the website will benefit from an increased conversion rate as people have a prior relationship with, and trust in, their brand.

As with all symbiotic relationships the benefits flow both ways: Display advertising boosts search advertising clicks and conversions while Search gives key metrics for measuring the success of a branding display campaign.

Branding is sowing the seeds which will both increase market size and your market share. Search marketing is the harvesting of demand within your market and for your brand. They skip happily into the sunset hand in hand!

Click here for info on our Google Adwords Search Marketing Services

Click here for info on our Display and Banner Advertising Services

Happy Monday to you.

The question I get asked more frequently than any other is “I have a new website, I want to rank well in Google and I have a limited budget. Should I invest in SEO or Pay Per Click advertising?”

This post lays out the differences between the two, factors which help determine which is most suitable for you, and how they can be effectively combined.

The main diferences between PPC and SEO are:

PPC SEO

Ad appears in Sponsored Links Description appears in Natural List

You pay-per-click or site visit Clicks are free, you pay for the SEO activity.

Visibility is instant SEO is medium to long term (3-9 months)

Visibility is guaranteed There are no visibility guarantees

Keywords are unlimited Keywords are limited

Clicks are limited by budget No limitations once you have rank

Market Size as a determining factor

If your target market is small e.g 1,500 searches per month and only would cost €30 to send 2% of this traffic to your site at €1 per click. Then PPC is a pretty effective way for you to tap into this small market and a low monthly outlay.

If your target market is large, lets say you are already spending €8k per month on PPC and you are only getting 50% Impressions Share (50% of the people who search your keywords see your ad due to insufficient budget) then you would probably consider investing in SEO which would move you up the Natural Results in the medium term at a much lower monthly spend. The added bonus is with a good natural rank you are visible for 100% of searches not just what your budget will allow.

PPC as a building block for solid SEO

We recommend using PPC as the starting point to SEO. SEO is a longer term strategy and you can only optimise your site for a limited number of keywords. What can happen is 6 months in you realise that the keywords you have been optimising for are’nt as profitable as you had initially believed. The benefit of a PPC campaign is you can start with 1,000 keywords, and simply see what generates the most conversions (sales, enquiries etc). Armed with this information you can commence your SEO efforts from more solid foundations.

The optimal situation is you have a high rank in both PPC and the Natural List. Studies show that you will benefit from more than double the traffic when you have a double listing because it has quite an impact on the searcher. They are more likely to visit your site, spend more time there and increasingly likely to enquire or purchase there. Our own experience shows this to be true.

For info on our Google Adwords PPC services click here.

For info on our Search Engine Optimisation (SEO) services click here.