Monday, April 29, 2013

Optimising for YouTube

We recently found a fantastic resource on YouTube to help people and brands ensure that their videos reach the widest possible audience.  And we just had to share it with you.

The useful content provides a comprehensive overview on YouTube video optimisation and discusses the importance of meta data and thumbnail optimisation.  The resource also provides additional advice on adding annotations, channel optimisation, how to maintain the channel feed and using YouTube analytics.

We are really impressed with the content. Hope you are too.  Please visit the YouTube optimisation guide here.

If you don't have time to digest the content straight away, but wish to launch/host videos onto a channel such as YouTube, then we have shared our "must do lists" for video optimisation below:

Video SEO Optimisation
  • Add meta data information while uploading - title and description for your videos.
  • Add links to your website
  • Create a video sitemap and upload the video sitemap to Google Webmaster Tools

Video Sitemap Requirements (Google)
  • Title: This should be the same as the title of the page your video appears
  • Description: Make this exactly match the meta description of your page
  • Play Page URL:  The canonical URL of the page your video appears
  • Thumbnail URL: By thumbnail they mean a high resolution image up to 1920x 1080
  • Raw video location/URL: This URL is found in the embed src link you find when you go to share a video and click embed.
If you require further assistance with optimising one of your video channels to increase traffic and customer engagement, then please do get in touch.

Author: Aysegul Yigitbasi and Sarah Griffiths

Friday, April 26, 2013

Introduction to Adwords Enhanced Campaigns

Early in February this year, Search Engine Land shared their thoughts on the news of the latest Google Adwords update, titled: 'The Big Adwords Update: Enhanced Campaigns Puts the Focus on Mobile'.

The February 2013 Adwords update has been designed to simplify PPC campaign management across many devices, and seeks to increase the use of mobile advertising. Paid search managers are able to set different bids and show different ads based on a user's device type, location and time of day, all within one campaign.

Google have remained progressive with their Enhanced campaigns and on April 22nd Google let their advertisers know that all enhanced campaigns will now include social annotations when they can improve ad performance, (without additional edits to the campaign).  In order to receive this feature your Google+ page must have a significant number of followers and be linked to the website that matches the URL of your search ads. You can learn more about this particular feature here and the launch of a way for advertisers to reach app users; with 'ads in apps'.

Following the recent advancements, Google reported that since launch of the enhanced campaigns:

"advertisers have already upgraded over 1.5 million campaigns and have shared many success stories"

As enhanced campaigns reduce the overall number of campaigns you need to create (as you no longer need to create separate campaigns for each target devise type or location), this will save time and generate a better return on ad spend (ROAS).

We are welcoming the increased ROAS, the time saving, the more comprehensive reporting, the simplified budgeting and dynamic delivery to show the right ads to the right person at the right time. A great move by Google product teams and a very useful feature. Naturally, some transitional concerns may arise from sites, for example, some e-commerce sites, where mobile doesn't traditionally convert as well as desktop.

Some of the main features of enhanced campaigns include:

  • Powerful advertising tools for the multi-devise world: Ability to manage your bids across devises, locations and time. 
  • Smarter ads optimised for varying user contexts: Ability to show the right creative, sitelink, app, social annotations (where suitable) or extension based on the context of your prospective customers and the devise they are using.
  • Advanced reports to track and measure new conversion types: such as Phone Calls over 60 Seconds Counted as Conversions, digital downloads, and conversions across devises.

Benefits to Businesses

To help explain further about how your business can benefit from Google AdWords enhanced campaigns, the Adwords blog post on the February 2013 update, gave the below three examples:

"A breakfast cafe wants to reach people nearby searching for "coffee" or "breakfast" on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign"

"A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign"

"You can count phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in your AdWords reports, and compare them to other conversions like leads, sales and downloads"

Learn more about enhanced campaigns

To understand more about how you can reach customers, at the moments that matter, across devises with more relevant ads, please visit the Google Enhanced Campaign landing page or watch the above video.

Google plans to update all Adwords PPC campaigns to enhanced by June, this year.

Should you have any further queries on launching paid search campaigns, please do get in touch and contact our sales team to discuss your requirements further.

Author: Fiona Anderson and Sarah Griffiths

Wednesday, April 17, 2013

Geek Video of the Month

Our Geek Video of the month was sourced from the Bit Rebels' blog (top blog for Geek News, Tips and Trends) who profiled the JWT Intelligence 'Our 10 trends for 2013 in 2 minutes' video, which researched lifestyle trends for 2013. Read the Bit Rebels take on the video here.

The video is only 2 minutes long and features some great content on the lifestyle of 'digital natives'; a lifestyle we may all soon be living.  The purpose of the video is to profile the JWT Intelligence's 171 page corresponding report, which is available to purchase.

Find out more about JWT Intelligence, the New York based HQ, Marketing Communications brand and their methodology for retrieving all the data over at their website.

The research is relevant to a UK audience, as the survey included 519 Americans and 497 from the UK.

We are especially interested in this video as several of the featured trends for 2013 link with the work we are conducting for our clients; such as database developments, personalisation, connectivity from objects to brands and peer power / social media strategies.

The 10 Trends for 2013 include: 

1. Play as a competitive advantage
2. The Super Stress Era
3. Intelligent Objects
4. Predictive Personalisation
5. The Mobile Fingerprint
6. Sensory Explosion
7. Everything is Retail
8. Peer Power
9. Going Private in Public
10. Health and Happiness Hand in Hand.

If we can help you get ready for the 2013 online digital lifestyle trends, then we would love to talk to you further. Call our Sales team on 01202 678777 or visit our contact us page.

We hope you all enjoy your Sensory Explosion this year and here's wishing you a happy on the move shopping trip.

Author: Sarah Griffiths