If the latest developments with Google have you scratching your head and wondering what’s next, you’re certainly not alone. Thousands of professionals around the globe wish they had a crystal ball that could tell them when the search engine giant is going to make their next move, and what it’s going to be when it happens. Staying ahead of the trends can ensure that you’re up-to-date on all of the latest tips and tricks to help maximize your website’s SEO and push you to the top of the search results. That’s where the fine folks at EverSpark Interactive come in, hosting a free weekly meetup for professionals from industries across the board to learn more about how Google works and ways to maximize their own SEO plans for best practice.
Please join us at our next meeting on Wednesday, May 7th, 2014 from 8am – 9:30am. You can RSVP on the Meetup.com link below. While you will miss out on the always-lively discussions the meetups turn into, sometimes life and business can get in the way of attendance. No problem. You can always catch up on all of our discussions with our blog recap posts. This is also an excellent way to review previous discussions you may have attended, and investigate some of the issues covered further. After all, taking notes is distracting.
The meetup takes place at EverSpark Interactive’s offices located at:
6 Concourse Parkway
Atlanta, GA 30328
RSVP here: http://www.meetup.com/Whats-New-In-the-World-of-Google-Everspark-Interactive/
What’s New This Week:
The Latest Additions to Google Adwords
On April 22nd, 2014, Jerry Dischler, Vice President of Product Management for Google AdWords, announced during a Step Inside AdWords Livestream over 10 new products aimed to help advertisers and marketers make a more successful reach to consumers in a constantly connected world. Essentially, people are no longer just logging in when they’re at home or at their desk at work. With the advent of smartphones, more and more people are living out their entire lives online. In fact, consumers are oftentimes ahead of the marketers on how they engage with the world. In order for a successful advertising campaign, you need to reach out to consumers in a context which they’ve grown attached to and understand.
Essentially, AdWords is now making it easier for companies to better connect to their customers. While some of these new products will take a few months to roll out, you can keep up with their latest advances over at their AdWords blog. In essence, many of these new features are going to make it easier than ever to use AdWords and get the maximum return on investment (ROI) with it. To recap some of the key announcements that Dischler discussed during his Livestream:
The Power of Using Apps In Your Advertising
As the downloading of apps becomes more normal for smartphone owners, the idea of using applications as part of your overall advertising becomes extremely attractive. Fortunately, this does not require additional software to run a campaign like this, as it can be directly managed through the AdWords interface. One of the biggest roadblocks to using applications for advertising is the fact that 60% of all apps are actually never installed. Google search can actually suggest keywords based on queries that result in the most installations, thus pushing your application further up the download list. Additionally, your particularly application can be suggested to those who have downloaded a similar app in Google Play and in-app installation advertising. Further, these apps can also be shown alongside certain videos of interest on YouTube, making your application more visible and attractive to users.
While applications are a great an innovative way to put your company in front of your customers on a regular basis, the sad fact is that nearly 80% of all downloaded applications are only ever used once. This could easily make you think that maybe this whole app thing isn’t for you. However, Google can provide app deep linking, which can take the user straight to their query right on their app, thus resulting in further use and a better conversion rate, all with a single click.
Measure Your Results With Ease
Of course all of these developments are essentially worthless if you’re not able to watch how they’re affecting your bottom line and what the actual performance results are behaving. For example, you may have put out your brand-spanking new application, and now you want to know how it’s doing. How many conversions has it had from installation? What are the re-engagement figures? Are purchases actually being made? Google AdWords customers spoke, and Google listened, enriching their reporting techniques with more insightful and easy-to-use measurement platforms. Additionally, Google is also working to integrate a way to estimate conversions both on and offline, thus giving you complete control of your business environment. For example, in the future you will be able to measure the impact of how an online campaign resulted in traffic to your actual bricks and mortar store, as well as online purchasing.
AdWord Tools Get More Efficient
One of the main complaints from previous AdWord users was that working with it was just too clumsy. Not only did it require exporting data to a spreadsheet and manipulating it from there, but if you discovered you missed out on some essential piece of the puzzle, you were forced to do it all over again. This was particularly frustrating to those who had to do this several times a day. With the new AdWords interface, exporting to spreadsheets is a thing of the past, and you will easily be able to drag and drop the information parameters you require in and out of an onscreen spreadsheet or pivot table with ease. Additionally, if you are running several campaigns at once, you can use a “bulk action” tool to make changes across the board rather than having to individually change each element. This can be a huge time saver for those who are in charge of their AdWords campaigns. Additionally, these tools allow for you to easily show these figures as a pie chart, bar chart or even on a graph to show increases and decreases where necessary.
There has always been a certain art to bidding for AdWords. If you weren’t doing it yourself, which is something of a 24 hour a day job, you might have been previously using a third party tool to try to land those all important keywords you were desperate for. Now Google can take all of the work out that for you by doing your automatic bidding according to your requirements. This has been proven to have huge results for the companies who have been testing this software. Autobytel actually increased their sales by 60% by using this feature. That’s a number that’s hard to argue with.
A Place For Experimentation & Exploration
While some of these ideas sound great in theory, how can you be sure that they’ll work for you? After speaking to advertisers on some of the features they’d like to see, Google developed a “lab” situation, where advertisers could experiment with new strategies and ideas in an lab-style environment, comparing the results to a current campaign to see how they perform. This can be run with a percentage of your traffic, or simply allow you to “play” with some new advertising ideas. Essentially, you’re using real-world data to “try before you buy.” If you like what you see? Implementation is just the click of a button away.
Facial Recognition Technology: When Applications Get Scary
While applications do have an amazing potential for advertising to potential customers, there’s also a slightly more worrying side with the use of facial recognition technology. This type of technology has been in use for years in major metropolitan cities such as New York City and London as a way for the police to combat crime. However, now marketing companies are getting in on the act. Redpepper Advertising Agency unveiled their idea to take Facebook check-in’s one step further with Facedeals, or software that recognizes you from your Facebook profile and then essentially serves you deals or coupons for the establishment that you’re entering. It can also use your “likes” and other information on your profile to uncover what ads you might respond best to.
The Death of Google+?
Rumors have been flying around the industry about the possible impending doom of Google+, which comes as a surprise to most who had been theorizing that use of the network would potentially help to boost SEO rankings and real estate in the future, given the weight of social media in 2014. The first suspected death knell was the announcement of the departure of Vic Gundotra, the father of Google+ on April 24th — a surprise move after 8 years with the company. You can read more of the background information regardig this on TechCrunch’s excellently detailed article, “Google+ Is The Walking Dead.” But what would happen if Google+ was “killed off,” so to speak? Could this be so they could focus more on the better bet of social applications, rather than continue to wage war with Facebook and Twitter? All excellent questions. Be sure to take a look at MarketingLand’s “What Would Happen If Google Really Did Kill Google+?” for some further speculation from the tech world. Regardless, it will be interesting to see how things develop over the next few months.
If you find yourself still scratching your head over the difference between Google+ and Google Local, take a look at our past blog with an excellent presentation by EverSpark Interactive’s PR & Communications Coordinator, Denae Olberding, for all the answers.
Why Does Content Go Viral?
Have you ever wondered what the magic formula is to make content go viral? Do you ever think that there must just be some kind of clever marketing mojo that you’re lacking? Not so, it would appear. The awesome folks over at BuzzSumo, they’ve come up with a top 10 list of ways you can increase the potential of your content going viral. BuzzSumo can actually be a hugely helpful tool in it’s own right — for a quick overview, check out EverSpark’s Senior Account Manager Rich Spaulding’s previous presentation on the things you can do with it. BuzzSumo’s findings were covered in a recent OKDork article after the company analyzed over 100 million articles. Here’s what they’ve learned (and many thanks to OKDork.com for sharing the graphs):
The Top 10 Ways To Get Your Content Going Viral
1) Size really does matter. Longer, more researched and relevant pieces tend to get shared more often than content that’s under 1,000 words. In fact, out of the top 10% of most shared content most of those pieces fell into the 3,000-10,000 range.
2) You need at least one image in your post for more Facebook shares. People are more drawn to posts with a visual, rather than just a link.
3) Having an image also increases your Twitter shares. Unbelievably, shares on Twitter increase by almost double when an image is included.
4) The most popular posts invoke awe, laughter or amusement. Did you know that 8 of the top 10 most shared posts were quizzes? People like to be entertained. You can read up further on psychology of social sharing with this insightful New York Times piece.
5) When it comes to sharing, people love to share lists and infographics the most. They also love “how to’s,” posts that answer “what” or “why” and videos.
6) 10 is the magic number for lists. While 10 may seem like a nice round number, the next most popular numbered lists are 23, 16 & 24.
7) People tend to share content more often when it has a byline or looks trustworthy. This can be as simple as a byline that links back to the author’s other articles, or establishes them as some sort of expert on the subject.
8) Aim for those social influencers to get your content shared. The more influence a person on social media has, the more likely that eyeballs are going to see your content if they share it, as they will consider it important. Again, take a look through Rich Spaulding’s presentation to find out how to hunt down social influencers.
9) Re-promote your content on a regular basis. Your content just doesn’t wither away and die after your initial share. Don’t be a one-hit wonder, share it all again, particularly if it pertains to something timely events-wise. You’ll be surprised at how many more shares you can get.
10) Aim for Tuesday for the most shares. While this may not be the case across all industries, BuzzSumo found that content that was shared on Tuesdays seemed to get the most love in the social sharing stakes.
Other good reads:
- It looks like Amazon isn’t just trying to move into the grocery game with their previously mentioned Amazon Fresh trucks. Now they’re taking aim at the super retailers such as Costco by offering 45lbs of groceries delivered to their Prime customers for just $6. Gizmodo has the story on the new Amazon Prime Pantry.
- Don’t you sometimes wish that you could print out an instant photo of you and your friends while you’re out like the good old days? While it may seem like the advent of the digital camera and camera phone has put those days behind us, Instagram plans on bringing back the fun of the photo booth with Instaprint. From bars to trade shows to even events like weddings, it could lead to some very interesting new developments in the world of digital photos.
For Next Week…
There’s a bit of homework on for next week, where we’ll be discussing our favorite tools and/or applications with the group. Please bring along at least 3-5 that you can discuss with the group. It can be anything from business to entertainment, so get your thinking caps on.