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Dissecting Google’s Attribution Model(s)

Graham Swalling, February 2, 2015

If you have consistently used Google Analytics for eCommerce tracking you may have noticed disparities between data throughout your account. Whenever I come across this issue, notoriously common when tracking a campaign’s success, I find myself conflicted as to what results I should report on. After digging around, a little research and talking to Analytics experts (including Google) we felt it was time to defuse this situation.

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Quick Glimpse: Google Search Remarketing

Graham Swalling, February 27, 2014

Google’s Remarketing — otherwise known as retargeting — has expanded beyond Display ads and into Search results. While the extension isn’t particularly new, it does offer an advanced and dynamic advertising approach that can be used to create strongly performing campaigns.

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Google Universal Analytics: An Overview

Graham Swalling, January 30, 2014

In 2013, Google announced they would be updating their Analytics platform to the new “Universal Analytics.” The timeline for this process began with a voluntary upgrade, and continues through three additional phases. With any platform and code update there are always questions of its purpose

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Align Your Online Advertising & Marketing Automation

Graham Swalling, October 30, 2013

Marketing Automation and PPC are commonly employed together as automation relies on marketing channels like paid advertising to generate leads. In turn, marketing automation can guide online advertising strategy by providing lead information and nurturing.

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Intro to Google Enhanced Campaigns

Graham Swalling, May 15, 2013

In early 2013 Google announced ‘Enhanced Campaigns’ as the next iteration of campaigns in Google AdWords. Alongside a preview of new features was notice that all existing campaigns would have to be manually updated, or they would be automatically updated by July 22nd.

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Google+ Changes And What They Mean For You Part II

Reed Pankratz, April 29, 2013

Understanding the Google+ platform and the changes being made from Part 1 in our series is the first step in creating a better Google+ experience for your brand and your audience. Now, we’ll take the next step by diving into what these changes mean for your job as a community manager.

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YouTube Search Engine Optimization Techniques To Improve Your Videos

Matt LeBeau, February 28, 2013

Although you’ve likely watched countless viral videos on YouTube, creating popular video content is often easier said than done. Regardless of your content or industry, you can create more discoverable videos by knowing and practicing some essentials of YouTube marketing.

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On-page SEO, Facebook Want Button?, Google Glass and More!

Shelley McLean, July 3, 2012

Check out all the new social media trends circulating around the Room 214 office from the past week. There’s some great stuff this week from on-page seo tips, to a new Tumblr platform and a live demo of Google’s Glass Project.

From 0 to 3 Million Monthly Visitors with On-page SEO: This article highlights an in-depth interview wit Fraser Cain,  the owner of a space and astronomy new website, Universe Today, and co-founder of Keyword Strategy, a web-based content marketing tool. He explains how he grew traffic to his website to impressive levels while really emphasizing the importance of content. Some key takeaways from the article include:

  • Don’t forget about building an email list.
  • Create evergreen content to keep a steady flow of traffic.
  • Don’t just write content for the sake of writing it. Write remarkable content that helps solve a problem.
  • Google+ isn’t a total disaster. Cain’s site is a perfect example of Google+ working for someone.
  • Focus on the content first. The other stuff will help bolster your great content.

Tumblr Commerce Service for Brands: Digital agency, Coexist Digital, based out of Portland, Oregon has developed a commerce platform for Tumblr that allows users to buy products directly from the page they’re on and with transactions enabled by the payments startup Stripe. Jeni’s Splendid Ice Creams is the service’s first taker, and items for sale are marked with a distinguishable yellow dot.

“We are constantly amazed and delighted by the creative ways that third parties leverage the Tumblr platform and have put a tremendous amount of care into making our API as functional and flexible as possible,” said Tumblr’s VP-product Derek Gottfrid regarding the new e-commerce platform.

Is Facebook Testing a ‘Want’ Button?: A developer picked up on a code for a ‘Want’ button in the source for Facebook’s platform. Although no apps can currently publish the new button just yet, a Want button would position Facebook to compete with Pinterest for providing users with a method for expressing the things they desire while helping retailers by providing yet another way for users to share products they’re interested in within their networks.

Google Glass Skydive: Check out this awesome product demo which ran live during Google’s keynote during their highly anticipated developer conference in San Francisco. The demo portrays Google Glass, “the company’s much-buzzed-about effort to create connected glasses.”

Google Knowledge Graph: Reactions & Expansion

Graham Swalling, June 27, 2012

Released in mid May the Google Knowledge Graph has expanded its presence since, and in doing so has prompted an array of  positive reactions.  The Knowledge Graph is designed to deliver information for basic, often very popular, searches in a fast visual manner. As such the general public has been more than impressed as the majority of searches made on the internet continue to be for elementary, quick information.

But what of the Knowledge Graph’s influence on other elements – say niche search categories and search engine optimization (SEO)?

First, it should be noted that the Knowledge Graph continues to have limited presence as its noticeably absent from most searches for products and services.  But when it is present, in these or other searches, it dominates a large portion of the search engine results page that is above the fold.  Unfortunately this means that internet real estate for both organic and paid results is becoming increasingly more competitive.  As this process continues an increasingly larger percentage of the traffic will be directed towards paid results and the top ranking website.

Google has been pushing organic results down for quite some time. At the end of the day they are a business largely supported by their paid advertising programs.  Which brings up a fun question – did Google introduce the Knowledge Graph to push more traffic towards paid results? Currently that’s hard to prove as the Knowledge Graph is displayed most frequently on search result pages that contain few if any paid ads.  However if the Knowledge Graph continues to expand its frequency and reach it will certainly impact organic result visibility.

What we can say for sure is that Google continues to introduce and develop new aspects (such as Google Plus Local) and it would be unwise to think they won’t affect search engine optimization.  As has been evident for quite some time social media continues to integrate and influence your website’s ranking.

 

Facebook Campaigns and Tips for Google Masters

Shelley McLean, June 11, 2012

This week’s Weekly Wrap-up is full of fun stuff! Watch two awesome Facebook campaigns for Smirnoff and VW. Plus, get some great tips for your online searches.

Master the Art of Googling: “Smart Googling requires finesse, a keen eye, some Boolean tricks, and a bit of jena se qua we like to call Google-Fu,” says Matt Silverman. While this might sound elementary to some, this Mashable article serves as a great tool and review for those of you wanting your searches to be as precise and efficient as possible. Here are just a few of the interesting takeaways:

  • Google includes search results for synonyms automatically.
  • The – sign can be used to exclude words and even types of websites (i.e. -.gov).
  • By using Google scholar and the word “author:”, you can search for papers by specific authors.
  • You can search for an image by dragging a photo into the search bar.

Smirnoff Gardian Angel Campaign: Here’s a great Facebook campaign created for Smirnoff called “Smirnoff Guardians” which was created by two students from the Miami Ad School. It uses Facebook check-ins and lets friends become virtual designated drivers by purchasing them a cab ride home after they see a friend check into a bar or club. While it’s not actually implemented on Facebook, it’s still a pretty awesome idea! Check out the video.

Turn Off your Computer and…: Check out this social media campaign for the Volkswagen Caddy minivan. It’s entertaining to say the least.

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