Google Tests Black Friday PPC Ad in the U.S.

 
Black Friday and Cyber Monday have come and gone in such a whirlwind many of us are still recouping from the shopping fury. But did any of you notice Google’s been testing a special Black Friday AdWords ad format in the US?
 
The ad below is an example of this new Black Friday Paid Search ad. The ad allows you to add specific Black Friday and Cyber Monday attributes to your ad text. These attributes are displayed as an extra line on the ads.
 

Google Black Friday PPC Addition

 

*Text in image has been made bold to emphasise change to ad.

 
The theory is that by calling attention to specific Black Friday or Cyber Monday special offers the CTR will increase. With a greater CTR we would hope to see an increase in the conversion rate as well.
 
Right now we have more questions than answers about this new product. Only time will tell how affective this extra line of text was.

Net Media Planet speak alongside Yandex and Baidu in New York

We are delighted to have been invited to speak at the upcoming Third Digital Marketing and gTLD Strategy Congress on 3rd March 2014 in New York. In hosting the panel discussion, we will be joined by Yandex, and Baidu’s exclusive European partner, CharmClick.

 

The event has been designed to coincide with the launch of hundreds of new TLDs (Top Level Domains) which look set to revolutionise the way that brands market themselves online.

 

The emergence of the new Top Level Domains (TLDs) will give brands the opportunity to transition from .com to .BRAND or to generic TLDs such as .London, .Club, .Tickets, .Vegas, .Finance, .Hotel.

 

Our panel will discuss what the new TLDs will mean for the future of Search, and explore how brands can use this opportunity to target new markets, new customers and new revenue streams to lead the way in a new digital era.

 

new gtlds image

 

In the session, delegates will hear how the leading global search engines will respond to the new TLDs and learn how they intend to manage and index the new TLDs alongside existing domains.
The panel will also discuss how brands can use the new TLDs to redefine their online presence and better reflect their business objectives, markets and products through their domain URLs.

 

This major industry event will bring together global brands to learn and share how best to exploit the new approaches for brand engagement and online marketing strategies that will best position their brands for future online growth.

 

For more information on the event please visit: http://momentumevents.com/wp-content/uploads/2013/10/133W14_gTLD_011414_v11.pdf

 

Please click here to reserve your space and be a part of the next big thing for brands.

Yandex Launch CPA Model for Yandex.Market

Last week Yandex announced the launch of a CPA model for their Yandex Market shopping comparison product. From next month customers will be able to purchase directly from Yandex Market, going straight to the checkout without leaving the webpage.

 

This massively simplifies the checkout process and should lead to a higher conversion rate for online stores. Using the CPA model, stores will pay Yandex a percentage of the value of each order, regardless of the product category.

 

Yandex say “We are now offering a benefit to stores and shoppers alike – online stores will pay only for tangible results, while shoppers will find it easier to find and buy what they need.”

 

Sarah, a Yandex Certified analyst at Net Media Planet thinks “the CPA model, offered alongside the normal CPC model, should lower the risk of entering Russia for UK companies.

 

 

Join the UK businesses seeing success in Russia with the adoption of Yandex advertising. For further information on the new CPA model or about any other advertising options with Yandex, please get in touch with Luke who will be happy to help.

luke@netmediaplanet.com +44 (0) 20 7186 2109

 

Read the official release statement on the Yandex blog:

http://company.yandex.com/press_center/press_releases/2013/2013-10-08.xml

 

Members of Net Media Planet are Yandex Certified.

 

 

 

Top 5 ways to reach new horizons for the Travel sector with PPC

The travel sector is one of the most prolific spenders in Paid Search marketing. Indeed, travel companies spent more on pay-per-click advertising than any other industry except for finance in 2012*. As the market becomes more and more saturated, brands are under increasing pressure to drive efficiency and performance from this channel.

 

Here are some of our key insights specifically on how brands can use Paid Search to drive online performance.

 

1. Be smart with your Keyword Coverage

Selecting keywords should be an important part of your strategy, and it is important to consider keywords that will ensure you have coverage across all stages of the buying cycle. High visibility throughout the buying cycle will reinforce your brand so that you will stay in the forefront of the consumer’s mind. We would recommend that you develop a strategy that is aligned to the consumer buying cycle as follows;

  • During the awareness stage: use keywords that are location specific – example ‘holidays in Spain’
  • During the research stage: use promotional keywords with the location as secondary – example ‘cheap holidays in Tenerife’
  • At the intent to purchase stage: use keywords that are destination specific – example ‘all inclusive deals to x resort’
  • At the purchasing stage: Promote the brand name as the primary keyword

 

Top tip: Keywords in the awareness and research phases may appear to have low conversion volumes, but may be fundamental in the path to conversion so it is essential to track and monitor the click path. By reviewing the click path you will be able to quantify the effect of bidding on these keywords to see if they are truly having an effect on account performance.

 

2. Develop a bidding strategy that maximises your ROI

Understandably, not all brands want to target expensive generic keywords such as ‘holidays’ or ‘cheap holidays’, and in some cases it may not always be profitable to appear in the top position. We would recommend that you conduct positional tests on keywords and monitor performance to determine what positions perform the best for your keywords.

 

Top tip: It is important to consider your margins when developing your bidding strategy. For products with low margins, ROI can often be improved by appearing in lower positions with carefully selected keywords such as long tail or brand specific.

 

3. Make your Ad copy stand out

Why would a consumer choose you over your competitors? Why should a customer click on your ad and visit your site? What do you have to offer that your competitors don’t? With so many ads competing in the search results, you need to ensure that your ad stands out over and above the competition. To help do this, we would recommend that you;

  • Use price points in your ad copy and update these regularly to show you are competitive
  • Incorporate USPs into the messaging e.g. low deposits, price match guarantee, number of different packages on the website
  • Utilise ‘ATOL Protected’ to show users they can safely book with you
  • Implement sitelinks to make your ad stand out, take up more of the results space and increase your ad messaging. Incorporate USPs into sitelinks so that the ad text can push price points

 

Top tip: Make a conscious effort to ask users to review their experience with your company to ensure you meet the threshold for reseller stars to appear. This will give the user extra confidence that you are a trusted website and increase your CTR.

 

4. Ensure your landing pages are designed to enhance the user experience as this will drive more conversions

The travel industry typically has a long research phase, so ensuring that your landing pages are helpful and memorable to the user will keep your company in the forefront of their mind during the path to conversion. We would recommend that you include destination specific pages that not only detail the great offers available, but can also provide descriptive information or images on the destination and sub-destinations.

 

Top tip: Include additional information on the landing page such as local weather forecasts, insights into the local culture, available activities and insider tips. This will show the consumer that you are an expert in the sector. This in turn will help to increase the length of time consumers are spending on your site and the likelihood of returning.

 

5. Ensure you target the right people at the right time

All sectors are influenced by seasonality factors, and none more so that the travel industry. Therefore, it’s important to ensure that you are promoting the right messages to the right audience at the right time. There are a number of strategies you can adopt to help ensure that you are messages are promoted in the most effective way, these include;

  • Incremental bidding – to enable you to increase your bids and give your ads extra visibility when the conversion rate is higher. This could be based on geo-location or time of day
  • Day parting – to enable you to pause activity when there are minimal conversions and shift this spend into more profitable times of the day
  • Demographic Search (currently a Google beta) – to enable you to target by age or sex with specific messaging or promotions

 

Top tip: Consider Remarketing, as this approach is very effective for this sector, for example if your company also sells travel insurance or car hire, you can remarket users who have bought a particular holiday, hotel or flight with this type of complementary product.

 

To sum up

In this competitive market, things are changing quickly and brands are struggling to keep up. Driving the highest performance from your PPC activity will enable you to stay one step ahead of your competitors. We hope that the tips in this article will go some way to helping you run an effective and efficient campaign.

 

Good luck, and please do contact us if you have any questions!

 

* http://www.tnooz.com/2012/11/01/news/google-adwords-gets-stronger-but-travel-keywords-struggle-with-conversion/

Net Media Planet “Going Global” event attracts international audience to discuss the growth of internationalisation

 

Last week, Net Media Planet held a breakfast seminar, as part of its popular Net Media Planet Invites…. series. The event brought together over 70 Marketing and Industry professionals to learn how brands can successfully internationalise their businesses in order to capitalise on growing consumer demand from across the globe.

 

It was a truly international occasion, which welcomed delegates from Italy, Poland, Germany, France and China, to learn, share and debate the growing importance of internationlisation for businesses.

 

Delegates heard from Google, who shared brand new research on the scale of the international opportunity for UK businesses. This was together with some of the latest tools and technology available to help brands internationalise their online marketing activities. To view the presentation please click on this link; http://www.slideshare.net/slideshow/embed_code/22049859.

 

Sri Sharma, our MD, explored how brands can build international brand awareness and maximise online marketing investment through Paid Search and Display marketing. The slides from Sri’s presentation are below;

 

 

Sri Sharma also introduced the new business opportunities available to UK businesses in China, and discussed how UK brands can benefit from getting online in China with Baidu, arguably the world’s next e-commerce superpower. The slides from Sri’s presentation on Baidu are below;

 

 

Finally, we heard how these techniques have been successfully put into practice with the Microsoft Store expansion story, which gave a snapshot of how one brand has successfully entered into over 40 different markets. To read more about the Microsoft Store story please click on this link; http://www.slideshare.net/slideshow/embed_code/22049869.

 

Our thanks go to our speakers, Martijn Bertisen from Google, Jens Reisswig from Microsoft Store/Arvato and Sri Sharma, for the thoroughly interesting and insightful presentations.

 

We hope that you find these slides informative. If you have any questions about the event, or about starting or expanding upon your own international operations then please don’t hesitate to call Digby to discuss further on 020 7186 2111 or email him at digby@netmediaplanet.com.