Progression Never Ends | The Home of Chris Eden » Digital Marketing

Google Adwords Get Rich…

chris — Mon, 18 Jul 2011 12:41:55 +0000

…Media.

Google recently launched a new ad format for Adwords which see them integrate rich media directly into their SERPs.

Following in the footsteps of a Yahoo! product named RAIS (Rich Ads in Search), poor Yahoo! great idea – small audience Google are now integrating Youtube videos into their search results in the paid listings for the first time in Australia. They call them ‘Media ads’. As you know they’ve been integrating Youtube videos into the natural results for quite some time as a result of the inclusion of Universal search results (results consisting of more than just web pages including videos, images, news articles, products and local listings) but this is the first time video has been included in the paid listings.

Examples of the new ad format below…

In SERP…

Clicked & expanded…

The move sees Google integrate its core search product with Youtube and is a perfect fit for the likes of Fox Studios who were first to market to raise film awareness through the promotion of trailers.

At this point in time media ads are only available in beta to ‘major motion picture studios’. This will change very quickly based on guaranteed demand and it will be interesting to see how different industries and content producers take advantage of them.

The setup for the new ad format is slightly different to what we’re useful, as Dan Friedman from Google explains…

“With Media Ads, you don’t pick any keywords — the targeting is completely automated. When someone enters a search on Google.com that our algorithms determine is directly related to your movie title (most commonly the title and variations on it), we automatically display your Media Ad at the top of the search results page. Our research shows that when someone searches for a movie title on Google.com, they’re most commonly looking for a trailer. With Media Ads, we’re able to help you ensure that those users find exactly what they’re looking for.”

The payment model is slightly different too…

“Unlike typical AdWords ads on Google.com, you don’t enter any bids for Media Ads. Instead, clicks on Media Ads are charged at a flat rate. This simplified pricing model makes it easier to budget for your Media Ads campaign and to know exactly how much an interaction is going to cost.”

It will be interesting to see how quality score is factored in for this new format and how average CPCs compare to text ads.

I personally think they’ll be a bit of a game changer as advertisers take advantage of being able to include branded content directly into the search results, over and above a plain text ad, and we see Google grab itself a bigger slice of the brand pie.

What do you reckon?

The Mobile Commerce Revolution

chris — Fri, 24 Jun 2011 11:34:23 +0000

Get Your Geek On – The Periodic Table of SEO

chris — Tue, 07 Jun 2011 10:43:21 +0000

Exceptionally geeky but well worth a read…

Full credit goes to Search Engine Land

How Google Works (ish)

chris — Thu, 01 Jul 2010 17:00:05 +0000

I came across this courtesy of PPC Blog.com via Razorfish. It’s well worth look and covers the main principles of how Google works.

Not a bad move from the PPC Blog, with a quality infographic like this they’re sure to rank well in search, for the FAQ ‘How does Google work?’, and get the blog some good exposure/attention/quality links. I currently have them at P7 in Google UK. Watch this space…

Brand Utility

chris — Mon, 21 Jun 2010 21:07:47 +0000

Products can do something, advertising tells something, why does marketing have this polarized approach? Can’t one thing do both?

A brand utility is about: what can I do for you? (It’s useful, it’s a promotion)

A useful guide to the brand utility

View more presentations from Ingmar de Lange.

The CMO’s Guide to Social Media [Infographic]

chris — Sat, 19 Jun 2010 23:35:34 +0000

As the selection of social media platforms grow, it’s becoming harder and harder to know what’s worth investing time in and where to focus efforts. Platform priorities may change dependent on the main marketing objectives/motivations of the company.

An interesting study by Burson Marsteller based on some of the world’s larger brands (in this case Fortune 100 companies) reveals the social media platform selection and useage types that these brands are currently active in. Here’s the key takeaways (via i-Strategy)…

79% of the Fortune 100 are present and listening, using at least of one of the main social platforms to communicate with their customers.
20% of Companies are using all four of the main social technologies (Twitter, YouTube, Facebook, and Blogs)
82% of the Fortune 100 update and engage with customers on their Twitter account
Fortune 100 Companies on average post 3.6 wall posts to their Facebook page per week
50% of the Fortune 100 have a YouTube account and upload 10 videos on average a month

What we don’t get as part of this study though are the marketing objectives for why each of these brands may be using each social media platform.

I wrote this post at work, you can read the rest here.

The Tenets of Digital Strategy

chris — Mon, 14 Jun 2010 22:52:14 +0000

Tenet: a principle, belief, or doctrine generally held to be true; especially : one held in common by members of an organization, movement, or profession

These tenets from Mike Arauz around digital strategy really resonated well with me so I thought I would share them.

Adidas Originals Ad – Featuring Daft Punk, David Beckham, Snoop Dogg

chris — Mon, 07 Jun 2010 19:34:35 +0000

The True Value of Social Media

chris — Tue, 01 Jun 2010 18:04:08 +0000

Here’s a great presentation that I stumbled across the other day. It’s from 22Squared. Well worth a read if you work/interested in social media.

View more presentations from Brandon Murphy.

Goings on…

chris — Mon, 24 May 2010 23:00:31 +0000

Facebook…

‘s Mark Zuckerberg has been pledging that he wil simplify the privacy laws and admits they’ve made mistakes in the past.

Information is beautiful published a great infographic covering the complexities of FB’s privacy settings.

Twitter…

Has been visualised through a big bang type infographic, highlighting the most influential Tweeters in the Twitter-sphere.

SM Research

The IDM has asked lots of senior marketers what they think about the future of social media. Read the full report here.

UKOM has published it’s The UK online measurement survey revealed that 23% of all internet time is spent in ‘communities’, better known to us as social networks.