Quite often, we have our clients or fellow advertisers ask our search engine marketing team why do we continue to include brand keywords in our search engine marketing campaigns. Don’t we rank well for them organically, anyway? Are we wasting money bidding on these terms? Here are some reasons why you should include branded terms in your search strategy. Continue reading →
If you’ve witnessed any of our “Search Engine Marketing 101″ presentations, you may remember that I presented some eMarketer data that stated Canadian smart phone usage would surpass 50% of mobile phone users by the end of 2012. Well, the numbers are in. For ages 13+, 62% of Canadian mobile phone users use smartphones in December 2012.
Canadian Mobile Phone Users by Device, December 2011 vs. December 2012
We search nerds have known that Facebook has been developing its own search product to rival Google for a while. Facebook Graph Search and Google Plus both aim to show you recommendations from people in your circle, which is just another factor in the personalization of search. The value of which is huge. Facebook Graph may just succeed more than Google Plus because the majority of your friends are actually active on Facebook.
Wednesday’s U.S. presidential debate sparked a lot of conversation, especially on social media, where Twitter users tweeted 10.3 million times over the course of the debate. The Globe and Mail called the debate “a major moment for social media” – however the debate also helped to highlight certain organizations’ reaction time and social media marketing savvy.
Beloved Sesame Street Character, Big Bird, in the Unemployment Line
One of the debate’s most talked about moments was when U.S. presidential candidate Mitt Romney said “I’m sorry Jim, I’m gonna stop the subsidy to PBS,” [to debate moderator Jim Lehrer, the executive editor for PBS NewsHour] “I like PBS. I love Big Bird. I actually like you, too. But I’m not gonna keep on spending money on things to borrow money from China to pay for it.” The social media reaction to Romney’s dig at the beloved PBS children’s program was quick, with many users creating their own unemployed Big Bird memes. What was brilliant is how PBS leveraged the opportunity to generate support for itself. PBS, in turn, sponsored a tweet for whenever a user searched for Twitter activity related to Big Bird. In addition, their social media team had also tweeted a funny tweet from Big Bird himself poking fun at the what was said during the debate.
A Mashable Screenshot of PBS's Sponsored Big Bird Tweet
While this sponsorship occurred on Twitter, it’s important for marketers to be able to quickly leverage various marketing tactics when such an opportunity comes up. Leveraging search engines on social media sites and traditional search engines is a key way of spreading awareness when people are actively looking to learn more about a topic. On October 4th, there were 50,000+ searches in the U.S. on ‘PBS’ alone according to Google Trends.
However you feel about Big Bird or Mitt Romney, one thing is for sure, a sharp and quick-reacting marketing team is critical in the digital age.
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Since Google’s Knowledge Graph was announced, we’ve been speculating to see how it will change search – both from an educational and commercial perspective. On our first searches with Knowledge Graph we felt it was quite…. sub par. However, with its Google Doodle for the London 2012 Opening Ceremonies, Google has given itself the opportunity to showcase just how much functionality can go into the Knowledge Graph. The Olympic Games Knowledge Graph features a schedule of the events, links to the official Olympic website and to watch online, as well as the day’s events.
Knowledge Graph for the London 2012 Olympic Ceremonies
What do you feel about the Knowledge Graph’s functionality?
Google has been very busy this week with many milestones including the launch of the Nexus 7 Android tablet, the release of the Google Events web application and Google Glass. As someone who watches what Google does very closely (they do have the majority of the search engine market share here in Canada – and most of the world after all) it’s exciting that they are finally releasing Google Glass to developers for $1,500.
If you’re unfamiliar with Google Glass – this Project Glass video is what really got a lot of marketers excited about the augmented reality glasses when they played it at the Google Think Performance event I attended in May.
What is Google Glass, or Project Glass as it’s been known? Essentially, it’s a pair of glasses with a camera that can display your point of view and layer information such as maps, messages, chat and more over what you’re viewing. Google Glasses are augmented reality because they overlay information onto what you’re seeing, which shouldn’t be confused with virtual reality – when a device takes you into a whole new reality, such as an immersive video game.
The second you mention re-targeting, people have one reaction and it usually goes like this: “CREEPY!” Aside from this typical reaction, re-targeting can be an important channel to achieve your marketing goals, if done right of course.
I recently watched a video fromthe SEOMoz meetup, where Joanna Lord, a well known PPC Expert, gives us some tips of how to implement re-targeting effectively and diminish the dreaded ‘creepy’ factor. Lord ensures to draw the distinction between Re-Targeting 1.0 and 2.0 – re-targeting, like search marketing, isn’t “set it and forget it,” (the 1.0 approach) but ongoing optimization, segmentation and creative thinking is integral to its success.
Joanna Lord Presenting Re-Targeting 2.0 at the SEOmoz Meetup