11 June 2009
· Filed under Uncategorized · Tagged Entelligence, google cpc, google quality score, online marketing, online marketing agencies, pay per click, ppc, Search Engine Marketing, search engine optimization
A question that is commonly put forward by pay-per-click customers is; ‘How much do I need to pay to appear in the first position on Google?’
While it is true that the bid put forward on any keyword must remain competitive in order to appear within the top positions, this factor alone does not determine your ads’ overall position for any given search query. In an attempt to provide users with the most relevant ads for their search queries, Google has in place a system whereby ads and keywords are assigned a value based on their performance and other relevance factors (Quality Score). The higher your Quality Score, the lower the price you’ll pay per click. Those ads, with both a high quality score and a competitive cost per click bid, will be more likely appear in the top positions for search queries relevant to their topic.
This results in ads that are highly relevant to searches performed by users and creates a more level ‘playing field’ for advertisers. Those ads displaying in the top positions for your desired keywords, may not necessarily be paying the highest CPC bid. For this reason, simply upping the CPC bid will not guarantee your ad a top position in the Google search results.
If you are new to Google Ad Words or are not aware of the factors influencing the way in which Google assigns your Quality Score, it may be advisable to seek the help of an online marketing agency to assist you in the setting up and running of your online campaigns. These agencies have the knowledge to ensure that your campaigns produce the best possible return of investment for your available budget. Most online marketing agencies are also able to offer additional services involved in Search Engine Marketing such as Search Engine Optimization to increase your website’s natural ranking and viral marketing options.
With online marketing currently the cheapest form of advertising available, reaching your ideal target market through online campaigns makes even more sense than ever!
Tammy Bradford
29 May 2009
· Filed under Uncategorized · Tagged google country manager south africa
Stephen Newton has been appointed as Google’s new Country Manager.
I know we’re all thinking ‘damn, this can only be better than last time’… but the sad truth is that the former Country Manager didn’t act alone or without the knowledge & consent from Google HQ.
Many agencies suffered from the unscrupulous business practices of Mr. Newton’s predecessor, but Google SA cannot (and will not) say ’sorry, we screwed up – we should never have gone after customers behind our agencies backs’. The truth is they’re not sorry, they’ll do it all again, only this time they’ll do it more wisely & try not to get caught!
Sean Riley
25 May 2009
· Filed under Uncategorized · Tagged digital advertising, ppc, profile targeted advertising
Digital advertising, particularly Pay Per Click, has grown almost unchecked in the past 2 years. Offering advertisers an effective pricing model that allows them to only pay when users express interest in their advertisements (through a click), PPC advertising is cost effective and more importantly, allows advertisers with all sizes of budgets to buy the exposure they desire.
However, as digital advertising matures, we are beginning to see some gaps that need addressing.
Some areas that could be improved on:
1. Full transparency in the bidding process
Sometimes you need to experiment with bids in order to achieve the exposure you want. This can be delayed, as you bid, wait for ads to be delivered, determine position of your ads, and then adjust accordingly. I see a more to a stock market type environment happening, with transparent bids & offers to place bids by advertisers being fully transparent in a trading -type model. Publishers should have the ability to set their minimum desired PPC for an ad.
2. Ability to secure inventory with a bid in advance
Advertisers need to be able to plan a campaign and know that it will be delivered. How about locking ad delivery to bids in advance, giving advertisers peace of mind that their bids will be delivered?
3. Profile targeting
Most PPC campaigns run on a keyword targeting basis. How about letting advertisers bid on profiles? e.g.: males in an LSM of 7-10 in South Africa is just as effective targeting.
Sean Riley
17 April 2009
· Filed under News, Regulatory, Search Engines, Uncategorized
We’ve fielded a lot of questions about our pending Competition Tribunal case against Google. Here’s the quick update.
Despite the recent news that Mr. Masie has resigned as country manager of Google South Africa, we are continuing our case against Google. Clearly, although Stafford Masie was particularly brazen in threatening Entelligence in writing, he did not act without the consent or knowledge of Google international. Before we originally filed a complaint with the Competition Commission, I flew to Dublin in an effort to resolve matters, made numerous phone calls & sent many emails to Google Ireland asking them to intervene in what we believe is a pretty obvious bullying attempt (“hand over Yellow Pages or we will switch off your AdWords acounts. Any attempt to create credit card linked accounts to service Yellow Pages will be prevented…”). Despite our many attempts at getting Google to backoff, they did not – so we went public & filed with the Competition Commission.
We are now setting dates for the Competition Tribunal hearing. In the meantime, we will publish our evidence & Google’s evidence here within the next few days.
On a different note, it will be with great interest that we observe Google dancing the jig around SARS after Mr. Masie’s recent acknowledgement in Noseweek that Google does not charge VAT in South Africa (despite the fact that they now even have a server farm & Direct Sales Office here)…
Sean Riley
18 March 2009
· Filed under Uncategorized
Mashups have been around for a while. Mashups refer to functionality provided by leading websites to other webmasters who may want to embed their content or functionality in their own site, with just a little ‘cut & paste’ code. But are Mashups of value to a website & how can they enrich the user experience?
Examples
Popular websites that allow webmasters to mash-their-content-up include YouTube, Google Search, Google Maps, Flickr, Amazon, Kalahari, and many more. Some mashups allow you to enrich you own content. For example, writing an article on travel in the Kalahari – use Flickr to display the latest relevant pictures! Want to earn revenue on your website? Partner as an affiliate with Bookings.com or recommend good reads & direct users to Amazon or Kalahari – and earn a bit of revenue along the way.
Guidelines
Many website owners get carried away. Rule of thumb: keep it simple – will the mashup enrich your user experience? If yes, go for it, but don’t let your website lose the message it aims to communicate! The definative mashup reference can be found at http://www.programmableweb.com
Sean Riley
11 March 2009
· Filed under Uncategorized · Tagged carolynne higgins
Entelligence welcomes Carolynne Higgins, our new head of digital marketing. We can’t wait to wow our customers with her!
14 January 2009
· Filed under Uncategorized · Tagged noseweek
Noseweek magazine is a must read! Goes to press in days….
31 December 2008
· Filed under Uncategorized
2008 goes down as one of the most gruelling and challenging years ever for me. But all in a good way.
I knew 2008 was a revalation when…
1. I woke up one morning realising that your Vespa is more reliable than your BMW or Jeep.
2. I suddenly find myself competing with Google, the ‘do no evil’ company that embraced us as a partner & in the background tried to poach yellow Pages – when they couldn’t win the account they attempted to bully us off the account with threats.
3. I bought the dream home I never thought possible, against the current economic backdrop.
4. I discovered my first Apple Mac.
5. Google posts abusive comments on my blog commenting on how great Google is and how bad I am, and the posts originate from IP addresses that point directly back to Google South Africa head office at The Campus, Bryanston, Johannesburg.
6. My wife moved jobs after 9 years at the same law firm. Well done gorgeous!
That’s it! All the best to every one for ‘09. May your mountains become mole hills & may you climb them effortlessly!
Sean Riley
26 December 2008
· Filed under Uncategorized · Tagged low traffic
For those trying to market online during the festive season – don’t panic if you’re not getting the traffic you expect. We are seeing as little as 10% of the traffic on the ads we are running.
Enjoy the time out with friends & family & things will recover early in the New Year!
