Net Media Planet at SES London 2013

ses2013

 

I have just returned from SES London 2013, where I gave a presentation on how the rise of Mobile is shifting user behaviour.

 

Thanks to my fellow panellists Cindy Krum of MobileMoxie LLC and Mark Brill of Brand Emotivity. It was really interesting to hear further insights on how Mobile is changing consumer behaviours, and how brands can take that knowledge to improve online performance.

 

I thought I would share the deck I presented, which gives examples of our work with brands such as Papa John’s and Sk:n Clinics, and will hopefully offer some thought provoking ideas. Please feel free to have a look through and let me know if you have any questions.

 

 

Thanks,
Sri

Net Media Planet puts it cards on the table to celebrate a great few months!

Last Friday evening the team donned their finest and headed to Leicester Square for a fun filled evening at the casino.

 

The occasion celebrated a fantastic start to the year for us at Net Media Planet, and paid tribute to the work that the team have achieved over the past few months.

 

The team have delivered some great campaigns for our clients, which have gained multiple accolades from the industry as a result. These include the Best Use of Search at the DADIs, most Effective Mobile Search Campaign at the EMMAs and the Best Mobile Campaign at the Grand Prix award at the UK Search Awards.

 

This recognition has helped to achieve some great success on recent clients, with the likes of Superdrug, SurfStitch and Anthropologie joining the Net Media Planet fold.

 

The team has also continued to grow; we are pleased to welcome Carolyn to support our marketing efforts, Alex to support our external partnerships and Nirmala to support our Search campaigns.

 

Thanks to the team, and we look forward to the months ahead!

 

Sri

 

How to upgrade to Google’s ‘Enhanced Campaigns’

As you are most likely aware, Google recently launched Enhanced Campaigns, the most significant change ever to be made to the Adwords interface.

 

With the option to upgrade our campaigns to Enhanced Campaigns now available, we thought it would be interesting to show some of the changes that have been made to the Adwords interface, and explain the process that advertisers will now have to follow to set up a campaign.

 

To quickly recap, the move to Enhanced Campaigns comes with the intent to simplify the management of multi-device campaigns. Until now, Paid Search managers had the ability to create individual campaigns targeting mobile, tablet and desktop searches separately. From now on, managers will set different bids and show different ads based on a user’s device type, location and time of day, all from within one campaign.

 

Upgrading to Enhanced Campaigns:

To explain some of the changes to the Adwords interface we have created a test campaign scenario. The summary below shows the process that all advertisers will now have to follow to create a campaign.

 

The process:

When logging on to Adwords interface, you will see that a new column has appeared called ‘Enhanced’, as the below screenshot shows. In addition, all existing campaigns have been labelled as ‘Legacy’, this label will change to ‘Enhanced’ when a campaign is upgraded.

Enhanced campaign screenshot 1

When an individual campaign is clicked on, an alert appears notifying you that campaigns will automatically be upgraded in a few months, and also giving you the option to upgrade right now, as the screenshot below shows:

 

Enhanced campaign screenshot 2

 

To upgrade, click on the ‘Get started’ button above. This will reveal the following screen:

 

Enhanced campaign screenshot 3

 

Clicking on the ‘Start now’ button (as per the above screenshot) takes you to the mobile bid adjustments screen, which is shown below:

 

Enhanced campaign screenshot 4

 

As you can see in the above screenshot we have selected a custom bid adjustment. Interestingly Google have not included ‘Decrease by 100%’ as a default option, this has to be done using the custom bid adjustment option, making it less obvious for advertisers to completely opt out of mobile.

 

As a general recommendation from Google, they have advised that advertisers should consider increasing their daily budgets so that ads will be shown across more devices.

 

Once the ‘Complete upgrade’ button is selected, the next screen provides links to more information on Google Enhanced Campaigns:

 

Enhanced campaign screenshot 5

 

Managing the campaign settings:

Now that the campaign has become ‘Enhanced’, a new drop down menu appears from the campaigns settings tab, with a number of new sub tabs. These sub tabs, Locations, Ad schedule and Devices, will allow you to update targeting, set bid adjustments, and see reporting all in one place:

 

Enhanced campaign screenshot 6

 

All settings tab: This provides the same Settings options available with Legacy campaigns.

 

Locations tab: This option enables you to set incremental bid adjustments based on location. This is a really useful feature for local businesses with store locations or campaigns where performance varies by geographical region. Previously if we had wanted to vary our bid by region we would have had to create two separate campaigns. The screenshot below shows the option to select a specific location (on the left hand side) and then manually adjust the bid for the region.

 

Enhanced campaign screenshot 7

 

Ad Schedule tab: This option allows you to set bid adjustments, to increase or decrease your bids for specific days, times, as well as view reports.

 

Devices tab: This option allows you to modify the bid multiplier for devices. This is currently available only for mobile devices. The screenshot below highlights the option to adjust the bid by mobile device.

 

Enhanced campaign screenshot 8

 

Please note that the maximum increase in the bid multiplier that you can input is also 300%, if you try to put in a higher number you get an error message, as per the screenshot below:

 

Enhanced campaign screenshot 9

While Enhanced Campaigns still gives the ability to drive searchers to a mobile or desktop, the ability to uniquely target tablets has been removed. With the update, Google is stating that the desktop and tablet experiences are similar and thus will be managed the same. This will potentially put brands with flash-based websites at a disadvantage, as tablets don’t tend to render flash applications well.

 

Historically brands with flash websites could choose to exclude tablet devices, going forward this will no longer be the case. Brands will therefore have to carefully manage the consumer experience and the financial implication of traffic that they did not necessarily want to from this device type.

 

We will continue to monitor the impact that this approach will have on the management and execution of our campaigns.

 

Changes to the Ad Extensions tab:

As advertisers click on the Ad extensions tab, a yellow box now appears enabling you to upgrade to ‘improve sitelink extensions’, as the below screenshot shows:

 

 

Enhanced campaign screenshot 10

 

After clicking on the ‘Upgrade campaign’s sitelinks extensions’ you will then be given the option to edit sitelinks, as shown in the screenshot below. This will also allow you to schedule them (useful for updating offers) and select whether or not the sitelinks will be given ‘preference’ on mobile.

 

Enhanced campaign screenshot 11

It is worth noting that ticking the ‘Device preference’ tick box (as per the above screenshot) to mobile does not appear to guarantee that they will only show on mobile. While mobile-optimised extensions will be given preference over standard extensions on mobile devices, if a campaign or ad group only has mobile-optimised extensions, these may also show on desktop and tablets.

 

Please also note that we believe that the length of sitelinks will now be restricted from 35 characters to 25 characters.

 

For more information on upgraded ad extensions please visit, https://support.google.com/adwords/answer/2954783?rd=1. This gives an in-depth explanation of some of the changes and an overview of some of the benefits that these will provide to campaigns.

 

Next Steps for advertisers

The above gives an indication of the steps involved in transitioning campaigns to a new Enhanced Campaigns structure. We anticipate that this transition is going to take some time and effort to make campaigns work as effectively as possible, as soon as possible.

 

It is clear that advertisers will need to develop new best practices for structuring accounts and campaigns, as well as coming up with new creative that will work most effectively across multiple devices.

 

Google says it will be providing additional educational materials and support to help advertisers manage the changes. They have developed a comprehensive online guide, which can be found at http://support.google.com/adwords/answer/2909484?hl=en& and they are planning a series of educational webinars, http://www.google.com/ads/experienced/webinars.html, also.

 

We will be sharing further comment and analysis on these developments in the coming weeks so do keep reading our blog. In the meantime, check out the top 5 things that we believe advertisers need to know now about Enhanced Campaigns on our other bog post, http://www.netmediaplanet.com/blog/new-google-enhanced-campaigns-top-5-things-to-know.

 

If you require further information on the above please contact Digby Mothes at Digby@netmediaplanet.com

PancakeTuesday comes early at Net Media Planet

What a great Monday! Today saw us celebrate Pancake Tuesday one day early with a fantastic private catering creperie coming to entertain us, and fill our stomachs!

Great team effort!

 

Step 1: Take some lovely master creperie-ers in fine hats, and some lovely ingredients

 

Step 2: Stand and wait patiently (trying not to stare too intensely)   

wiating for crepes

 

Step 3: The enjoyment phase…. Try to eat with dignified composure….!

enjoying!

 

Roll on the crepes!! A special thanks goes to The Simmonds Creperie!

New Google Enhanced Campaigns – Top 5 Things to Know

 

Last night Google announced some significant changes to Adwords which are called ‘Enhanced Campaigns’. The changes intend to improve the effectiveness and ease with which advertisers can connect with potential customers in a multi-device world.

 

There are some important changes and exciting opportunities that are coming over the next 6 months. Here are the top 5 :

 

1.Tablet and Desktop targeting is combining

 

Today, in Google Adwords, we can target by tablet, desktop and smartphone.

In Enhanced Campaigns, tablet and desktop targeting is combined. This means you can’t target a tablet device exclusively. Google’s view is that tablet design is similar enough to that of a computer and so to merge the two simplifies effort for advertisers. This does make sense, however, from an alternative view point, I do think that tablet user behaviour is actually quite different to a computer user behaviour and tablet sales are only growing. So I could say merits separate targeting.

The same keyword would be used to target a desktop, tablet and smartphone user. However, we will be able to reach the smartphone differently to a desktop/tablet user by setting a different bid multiplier. For example, an advertiser can set their keyword bids for a campaign to be 50% higher when an ad is triggered by a search on a smartphone or -100% to prevent the smartphone bid showing.

 

2. Enhanced sitelinks ad extensions

 

Today sitelinks are set on a campaign level and reporting is on an aggregate level.

In Enhanced Campaigns, sitelinks are managed on an adgroup level and you will be able to report on individual sitelinks performance. So if you have 6 sitelinks, promoting different offers, you can identify which offer is working best.

Secondly, new scheduling features will allow you to show the sitelinks on certain days or times. So if you have a sale coming up, you could show your ‘Sale Now On’ sitelinks for a set time period.

 

3. Proximity bidding for smartphones

 

A year ago Google launched a Beta called Proximity bidding which we successfully tested for driving footfall instore.

In Enhanced Campaigns, this is fully rolled out. This feature will allow you to target smartphone users who are in the proximity of your physical stores. For example, you could increase your smartphone bid by 30% if the potential customer is within a 1 mile radius.

 

4. New conversion types tracked in reporting

 

Enhanced Campaigns will offer reporting for new conversion types such as Calls and App downloads. In the future, I have heard ebook and music downloads as reporting types are coming too.

 

5.Cross-device tracking and attribution

Google have shared that in the months to come, you will be able to analyse user journeys across devices – desktop, tablet and smartphone. I think this is extremely exciting as it will enable you to attribute value not just down the buying cycle but across devices – which is missing today.

You may find my predictions for 2013 blog interesting as I talk about cross device tracking, Google’s approach using Google account holder data and Drawbridge’s using statistical modelling.

 
 
Clearly, some important changes and exciting opportunities are on their way! We’ll post again in the days to come as we start to see the changes go live, test them and see the results.
Cheers,
Sri

 

New Google Shopping: Optimising Product Data Feeds

As outlined in the first guide of this series, on 13 February 2013 Google Shopping is changing to a fully commercial model which will be based on Product Listing Ads (PLAs) managed through Google Adwords. PLAs are search ads that are designed to create a more engaging user experience supplying searchers with rich product information (such as image, price, and brand), which is provided via a retailer’s Product Data Feed.

 

This second guide will explore the new Product Data Feed requirements in more depth. It will also provide direction to help ensure that your Product Data Feeds meet Google’s new standards.

 

Why are these changes important for retailers?

Google’s aim with the new Google Shopping format is to enhance the user experience further. To this end, retailers are required to increase the quality of their Product Data Feeds and so ensure that their products are posted and listed correctly.

 

Google will therefore be enforcing a high standard of accurate product information, far higher than before. If retailers don’t meet the required standards when Google carries out routine checks, they will be penalised with disapprovals and even account suspension.

 

Ten top tips to optimise your Product Data Feeds:

 

1. Get the basics right:

For each item, there are a minimum of nine attributes that are required to describe the basic product information, such as title, description etc. This includes existing and the newly required attributes such as Google Product Category and Image Links. The requirements include;

  • ID – An identifier of the item
  • Description – Description of the item
  • Title – Title of the item
  • Condition – Condition or state of the item
  • Link – URL directly linking to your item’s page on your website
  • Product type – Your description category of the item
  • Additional image link – Additional URLs of images of the item
  • Image link – URL of an image of the item – New Requirement
  • Google Product Category – Google’s category of the item – New Requirement

 

2. Specify accurate availability and price:

Retailers are required to specify the availability and prices of all listed items. Google will carry out regular checks to ensure this information is correct and consistent with those listed on the retailer’s website. If Google finds that the values are different it may remove all product listings from Google Shopping. The information required includes;

  • Availability – Availability status of the item
  • Price – Price of the item
  • Sale price – Advertised sale price of the item

 

3. Submit Unique Product Identifiers correctly:

To enable product listings to be shown on the appropriate product page Google requires Unique Product Identifiers to be submitted. Most retailers are required to post at least two of the three attributes for each item;

  • Brand – Brand of the item
  • GTIN – Global Trade Item Number of the item eg. UPC/EAN/ISBN/JAN
  • MPN – Manufacturer Part Number of the item

Google recommends that for Media products all three attributes are provided, while for Apparel and Accessories just the brand attribute is required.

 

4. Categorise your products appropriately:

For retailers of Apparel & Accessories, Media and Video Game Software products, the new requirements have become even more complex. Google now requires products to be categorised as a Google Product Category, which is Google’s own product taxonomy. This is in addition to the current Product Type attribute already required.

As a minimum, retailers of Apparel & Accessories, Media and Video Game Software products are required to include one of the seven predefined Google Product Category values per item, for more information visit Google’s Merchant Center.

 

5. Provide all product variants separately:

For retailers of Apparel & Accessories, Google requires further information on each item in the Product Data Feed:

  • Gender – Gender of the item
  • Age group – Target age group of the item
  • Size – Size of the item
  • Material – Material of the item
  • Colour – Colour of the item
  • Pattern – Pattern/Graphic of the item
  • Item group id – Shared identifier for all variants of the same product

Where there are multiple variations of an item by ‘colour’, ‘material’, ‘pattern’, or ‘size’, Google requires all unique variants to be provided separately. For example, if a t-shirt is sold in four colours and five sizes, 20 item variants would be required, and an ‘item group id’ for each variant is also required.

 

6. Ensure delivery methods and costs are clearly stated:

Google is quite clear on this matter; they require the delivery methods, times and costs of items to be clearly displayed. If retailers are unable to provide accurate delivery information, then estimate data should be submitted.

 

7. Include other optional attributes if possible:

There are two additional attributes which are not obligatory, but which we recommend retailers submit in order to optimise their Google Shopping results;

Nearby Stores – Google Shopping can show store locations next to products. To enable this feature, retailers will need to submit store locations through Google Places.

Additional Attributes – There are two additional attributes which can be used called ‘excluded destination’ and ‘expiration date’, which provide further control on the destination of items, and the period during which the items are valid.

 

8. Submit the Product Data Feed with the most up-to-date information:

It is important to upload your feed as soon as the product database and the website have been updated with new product information, such as price and availability, so that it has the most current information related to each product. If the website consists of several parts that are updated individually, create a feed for each of them and submit them at the appropriate time. Google recommends that retailers submit data at least four times a day.

 

9. Use the Content API for items that need very regular updating:

If the prices and availability of listed products change very frequently such that four updates per day are not enough to meet Google’s quality standards, use this tool for individual product updates.

 

10. Carry out a test run of the Product Data Feed prior to submitting data:

This will allow you to troubleshoot issues before the feed is live. Failing to do a test run will not only make it more difficult to remedy errors after submission, but could result in penalties and account suspension.

 

What should retailers do now?

Google will be taking acute interest in ensuring that Product Data Feed regulations are adhered to. We would therefore recommend that you carry out a full Product Data Feed audit as soon as possible. This will enable you to identify and solve any issues so that your products will appear correctly, and will in turn help you to make the most of the retail opportunity.

 

Next steps

To help you ensure that you are fully prepared for the February deadline, our data feed specialists would be happy to carry out a FREE full Product Data Feed audit. We would also be pleased to provide further guidance on feed set up and optimisation.

Working jointly, Net Media Planet and GoldenFeeds provide the complete solution to help you maximise the new retail opportunity from Google Shopping. GoldenFeeds is the leading provider of high quality Product Data Feeds, which deliver an enhanced user experience and ensure that brands can optimise the online sales channel. To learn more about the services offered by GoldenFeeds, please visit www.goldenfeeds.com

Net Media Planet explains the innovation behind its award winning work at the UK Search Conference 2013

uksearch2013

As the winner of the Best Mobile Campaign and Grand Prix Award at the UK Search Awards 2012, we were delighted to be invited to speak at the UK Search Conference in London to share the work carried out with leading pizza company Papa John’s.

 

James Murray, Digital Insight Manager of Experian Marketing Services, a judge on the panel, explains further; “The innovative approach to the campaign which thought about the needs and motivations of a customer, rather than simply pushing discount offers was very clever and got great results for the client.”

 

This project has been recognised across the industry as one of the most innovative approaches to Paid Search Marketing in 2012.

 

At the conference Sri Sharma, our MD,  explained quite why the campaign has received such industry recognition.

 

The approach:

Papa John’s was looking for an alternative to the industry discounting approach that would drive online revenues across an already saturated market. The team at Net Media Planet challenged a conventional wisdom in the industry and rather than discounting to drive sales, developed a campaign which tapped into the customer’s needstate –and used the latest technological advancements to ensure the message was delivered in the right place, at the right time.

 

Firstly, the team worked on deeply understanding the profile of a typical consumer, and understanding their different behaviours and mind-sets.

 

Secondly, the team experimented with ad copy that tapped into that mind-set, creating tantalising ads that would appeal and connect with the consumer mind-set at that time.

 

Finally, the campaign employed the latest technological innovations to explore new ways to connect, and engage, with the customer. In this case, a clever combination of desktop, mobile and tablet device targeting was used to deliver messages to people while at home or whilst on the move – when commuting home or coming back from a night out.

 

Through a combination of advanced technology, creative copy-writing and detailed consumer insight, the team were able to results without resorting to discounting.

 

Talking of the campaign, Andrew Gallagher, Marketing Director of Papa John’s UK explains; “Through their creative and lateral thinking, Net Media Planet has delivered an effective new way of generating sales through mobile whilst reducing the need to discount. It’s a powerful weapon to have in our marketing armory. This kind of innovative thinking is what makes them such a great agency to work with.”

 

 

 

Making analytics better with DC Storm’s new Tag manager

Slider-Actionable-Insight-300113

 

DC Storm have just  launched Storm Tag Manager 2.0, a tool designed specifically to provide better performance measurement, analysis and reporting of online marketing activity. Storm Tag Manager’s web based user interface is free for all customers.

 

We have worked in partnership with DC Storm for four years, more recently using their tag management solution to help us manage our clients’ online marketing campaigns through enhanced tracking capabilities.

 

As online marketing campaigns become more sophisticated, so too do the requirements for tagging to ensure that the right data is being collected without compromise to user experience or the campaign. This new enhanced tag management solution will provide further support for our site analytics, marketing attribution and identifying customer segments for retargeting campaigns.

 

Andrew Harkness, Operations Director at Net Media Planet welcomes the announcement; “The proliferation of 3rd party tools and applications in the marketers’ tool-kit has come at a cost.  Storm Tag Manager is one of those welcome innovations that simplify the world, putting the control over tag management into the hands of marketers.”

 

For more information on the announcement please visit http://dc-storm.com/en-uk/news-events/news/dc-storm-launches-storm-tag-manager-2-0/