Welcome to Gaia! :: View User's Journal | Gaia Journals

 
 

View User's Journal

nappykeystone7329 Journal
nappykeystone7329 Personal Journal
Search Promotion Beyond Google:
Search Advertising Beyond Google:

What, not Google? Let us see what our else our panel are taking a look at.

Fabrice Michel, head of PPC joined us at Blueclaw in Leeds.

Who had 11:52 in the "content is king" mention bingo? Fabrice's point was that paid promotion for content and social advertising present a huge opportunity, with the stat that we spend on average two hours a day on social media platforms. [Looks a little low in my opinion.]

He discussed the various campaigns we can run on Facebook/Twitter, accentuated to drive website traffic or to increase participation on posts or create conversions. Possibly under-utilised some marketers, though it is certainly an area that we at PushON are investing resource in.

Next came the utilization and also YouTube of forums seo in stream ads, again designed to generate exposure. I'd claim that these are really not a great investment for smaller brands; display advertising in general will not convert very well so to make it work an effort would have to be very tailored.

Contemplating YouTube is one of the biggest search engines after Google (though let us not forget Google really owns it), brands should do more to advertise on it. There are similar ads that may be properly used alongside video content, InDisplay.

Finally LinkedIn. A "social" network with lots of in-depth user info, which makes any sponsored advertisements very targetable. There are opportunities for sponsored advertisements/updates, display ads alongside the feed and sponsored in mail. Fabrice did point out again I am not sold and how spammy this strategy can be. But it does allow for successful outreach which can be really specific and tailored to users.

Essential takeaways for the usage of societal advertisements to promote content comprised: they allow laser targeting and building brand awareness.

Beginning with a look at Google shopping advertisements (again, against the grain of the session name!), Ann started with attributes we must be aware of: aggregated product evaluations, Google accredited shop, local inventory listings and merchant promotions. Anicca is also using YouTube's Trueview ads and remarking, the edge of both being that ads send viewers directly through to product pages.

The biggest point was Google introducing the "purchase" button. Whilst this is initially for PPC, Ann calls that it can come into organic results. A vital trust signal to take advantage it is guided that companies are a Google accredited store. It'll involve Google acting as a hub between results and ecommerce sites, with brands managing a shopping page through the retailer center although it's not quite affirmed this will work but.

Back to Bing! They're bringing in shopping advertising, and as Bing normally do it is much the same to theirs is operated by Google. Cheers Bing.

Amazon was briefly discussed as they have brought in product ads that were sponsored to outside websites. Ann was doubtful concerning the effectiveness of these due to where they are recorded on the product pages (essentially correct at the bottom, not a surprise that Amazon do not need to send people away from their own site). There do not appear to be many examples of this either which imply that many brands have avoided it.

Facebook is another company which has now brought a 'shop now' button onto ecommerce brand pages. Certainly a great chance to help drive traffic from societal. Twitter has something similar as a CTA whilst Pinterest is close to releasing a button.

Lots of the attributes Ann discussed across all these channels are recently released or really new, and there is lots for brands to play with anyway.

Their platforms look to help to manage accounts and campaigns across multiple search engines. Nick chiefly discussed the characteristics of the application and how exactly it can help companies become more efficient with any paid efforts and track attribution. The results they have seen for customers are definitely impressive, perhaps a tool to look at for brands that are looking to improve campaign performance (though who isn't?).

Overview of the discussion, at least my conclusions. There are plenty of opportunities for brands to investigate, not least the use of social to shove sales and conversions, or at least better and other channels join their ecommerce shop. Nonetheless, given the session was about search beyond Google, our favourite search giant got lots of references. Bing as we understand tend to follow YouTube is possessed by Google and what Google do; whilst they are additional channels to try and increase exposure in, we're still working in the marketplace of Google.





 
 
Manage Your Items
Other Stuff
Get GCash
Offers
Get Items
More Items
Where Everyone Hangs Out
Other Community Areas
Virtual Spaces
Fun Stuff
Gaia's Games
Mini-Games
Play with GCash
Play with Platinum