By Greenlight | 03 October 2016 |
Mobile has been the talk of the table for many digital marketers for a while, where more recently we’ve deemed each year to be ‘the year of mobile’. The fact that this channel has dominated conversations for so long now is a testament to how important it is and, mostly, that it shouldn’t be ignored. This magazine uncovers the important role that mobile plays, specifically looking at the benefit of applying a cross-channel approach to your strategy to reap the greatest benefits.
By Kathrin Schneider | 15 August 2016 |
Expanded Text Ads (ETAs) are finally here, allowing marketers from countries with long-worded languages to breathe a sigh of relief (as a German, I’m delighted to finally be able to write full sentences). As of the end of October, however, we won’t be able to create and change Standard Ads anymore, therefore Standard Ads will run alongside ETAs. The date when Standard Ads will stop running is yet to be confirmed. Google is encouraging marketers to test ETA variations (especially different headlines) as much as possible during this time to ensure they’re getting the most out of the new ad format.
By Angela Knibb | 30 June 2016 |
Back in March, we looked at the initial impact of Google’s removal of right hand side ads, with the following conclusion: “To play in the paid space, you need to appear in positions 1-4, where we see an increased CTR both MoM and YoY. However, those clicks are now costlier, therefore as advertisers we need to pick our battles; decide which keywords and which audiences are worth those top spots, and reduce visibility on the rest.” Now we’re about three months into the change, we have a lot more data to play with and the trends seem to have settled down somewhat. Looking at the CPC change overall, there are both increases and decreases, but they seem for the most part in line with normal YoY fluctuations.
By Stefania Romanelli | 24 June 2016 |
Known by a few different names over the years, what’s now called “Zombie traffic” has started to gain more and more attention in the SEO world as of late, particularly in the last year or so. A massive debate is now taking place on the WebmasterWorld forum on the topic. The term refers to traffic by a group of organic users coming from Google who behave like zombies; dwelling on the site and slowly browsing from page to page, but not converting. Zombie traffic seems to have a seasonal component, occasionally originating from geographic areas far from the ones relevant to the website.
By Haydn Squibb | 22 June 2016 |
Keywords were once the reigning champion of SEO; they essentially dictated your success in ranking high with the search engines. If you knew how to select keywords with a high search volume and low competition and could implement those keywords on your site, there was a high chance you’d get all the traffic you’d ever wanted – simple right?! But are keywords still valuable and will they continue to be?