Google Scraps Sidebar Ads, Adwords Rivalry Intensifies

By | Adwords, Google, SEO | No Comments

Google remains the world’s top search engine, and any change it imposes will substantially affect us and you, our clients, and all those who live and breathe digital marketing. February marked this year’s biggest Google modification – the unveiling of a new SERPs layout on desktops with significant consequences to digital marketers and Adwords clients worldwide.
In a nutshell, the changes are: Ads

  • No more text ads on the right rail of desktop search results
  • Four text ads instead of three to show above organic results
  • Three text ads to show below organic results
  • Text ads on SERPs goes down to seven from about eleven
  • Product listings and Knowledge Panels to show on right sidebar

What to expect from the changes?As we continue to gather and analyse available data concerning recent changes in desktop SERPs, we take note that the following are highly likely:
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Enform and Google Adwords Certification

By | Adwords, Announcements, Awards, Blog, SEO | No Comments

We’re delighted to be able to congratulate our team member Debbie Dankworth on becoming individually qualified under the Google Adwords Certification Program, specialising in Search Advertising.

Debbie is a hands on marketing professional with over 20 years experience and her Adwords Certification adds a significant tool to her set of skills as a digital and online marketing expert. Enform are very proud to have Debbie as an associate and we look forward to adding more value to our clients SEO and SEM needs.

Google Adwords Qualified individuals are globally recognised and have had to sit a number of exams to achieve the qualification demonstrating a close understanding of Adwords, campaign deployment, management and measurement. Qualified partners and individuals are also listed in the Google Partner directory.

Enform believes that Search Engine Marketing (SEM) is becoming increasingly important as the Search Engine Optimisation (SEO) space becomes more and more crowded. Native search through good SEO is still critical for long term brand awareness and creation of core brand value but SEM is the tool to help launch product and company idea’s promotions, marketing communication programs and anything that is time critical.

This makes SEM a particularly effective tool to quickly create and deploy campaigns to drive traffic and customers to your site, e-commerce store or social media resource. A simple campaign can be created and deployed in under an hour with results visible almost immediately. Equally, the campaign can be turned on or off in seconds but Google Adwords management console allows that to even happen automatically.

Setting up an Adwords account is free and relatively easy, so why use an agency or Adwords professional? To quote Google themselves;

“Like many advertisers, you may not have a significant amount of time to invest in learning AdWords and managing your own advertising account. Hiring a professional can help save you time while maximizing the return on your investment.”

From our point of view, we see the difference a high quality score can make to the cost and effectiveness of an Adwords campaign. This directly goes to the argument of ROI and there are countless horror stories about peoples blowing their entire budget in one day. Yes, you can do it yourself but wouldn’t you rather be running your business or your marketing strategy?

Google Adwords is still the number one search engine marketing tool and accounts for the bulk of all SEM ad spend globally. That’s why we strongly support the Google Adwords certification program to make sure our clients get the best support in this important area.

Congratulations again Debbie!

Paid Google Ads Report, PPC is NOT an Option Anymore!

By | Blog | No Comments

ppc not an option anymore

If you’re a frequent user of Google Search—it would be odd if you’re not—then you may have noticed how sponsored ads on the search engine have suddenly surged in number over the recent weeks and months.

If you thought PPC was a waste, think again

A recent study by WordStream shows that paid search listings outclicked organic search results by at least a 2:1 margin in the United States, with high keywords with a high commercial intent behind them getting the most clicks.

There is, however, a catch to this. Organic searches still get more clicks than paid search ads in general, but the kicker lies in how the keywords are created. For instance, keywords designed to have a high commercial intent behind them, that is, keywords geared specifically towards buyers (e.g. buy 2012 tablet PC), are much more valuable to businesses than plain, ordinary keyword searches. It’s the keywords in this department that’s laying the beating on organic search results.

Other notable finds of the study are outlined below:

  • The position of paid search listings plays a big role in the clickthrough rates of PPC ads. Google has now made it that sponsored ads occupy a significant chunk of the real estate of a search engine results page (SERP), which has, not surprisingly, increased clickthrough rates in high commercial intent keywords.
  • Google easily trumps Facebook, at least when it comes to high commercial intent keywords. Sponsored ads on Google are clicked at least 600 times more than similar ads on Facebook.
  • Businesses may want to look twice at pay-per-click ads on Google, if their goal is to sell products and services online. Keywords with high commercial content attract people looking to make a purchase, and since these keywords perform well on paid listings, it would be foolish not to consider PPC ads as part of a marketing campaign

For the full results of WordStream’s study, here’s a link to the [infographic].

Fortunately, Enform is an elite Adwords campaign manager. So if you think your organic clicks are not acting the way they used to be, you can always give us a call to discuss adding and Adwords campaign to your strategy.