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Uprise Up shortlisted in The Drum Awards AND Campaign Media Awards 2021

The Drum Digital Advertising Awards Finalist 2021

After an award-winning 2020, we’re pleased to announce that we’ve been shortlisted for three more awards in 2021! We have one nomination in the Campaign Media Awards, and two nominations in The Drum Advertising Awards.

We’re kicking off the year with nominations in:

  • Campaign Media Awards – Charity Category for Crisis at Christmas Campaign 2020
  • The Drum Advertising Awards – Social Purpose Category for Crisis at Christmas Campaign 2020
  • The Drum Advertising Awards – Best Buy Side Team Category for the Uprise Up Paid Media Team

 

 

Our Journey

You don’t need us to tell you that the last 12 months have been difficult. In the face of the coronavirus pandemic, economic uncertainty, and navigating the ramifications of lockdown, we’ve been working harder than ever. Digital marketing had to step up, and so did we.

The Crisis at Christmas campaign is a stellar example of the results that digital marketing can achieve when approached with a creative, data-led attitude. In 2020, we need to be relentless in our pursuit of continuous improvement, to seek out the results that organisations – especially charities like Crisis – need in order to thrive.

We’re particularly proud of the nomination for Best Buy Side Team, for which our Paid Media Team has been nominated. The Paid Media Team at Uprise Up has worked far and beyond what was expected of them during the pandemic, displaying truly heartfelt camaraderie while achieving unbelievable results for our clients. The Paid Media Team was able to pivot seamlessly to working from home and communicating with our clients virtually during the various lockdowns, and we’re immensely proud of them for that.

 

 

Crisis at Christmas Campaign 2020

For Crisis, the coronavirus pandemic meant making significant changes to their usual Christmas offer, such as closing their Crisis Christmas Centres and halting their usual ‘reserve a place’ fundraising proposition.

We worked closely with the team at Catalyst, who led the strategic direction of the campaign, to deliver an omni-channel digital advertising campaign across paid social, paid search, and programmatic advertising. This campaign raised over £6,100,000 in revenue for Crisis, from over 98,000 generous donations – obliterating the target of £1,630,000 from 30,000 donations.

Overall campaign results:

  • 98,096 donations – 533% year on year increase
  • £6,147,056 revenue – 755% year on year increase
  • 10.08 ROAS – 288% year on year increase
  • £6.22 CPA – 65% year on year decrease

The £6,147,056 raised meant that Crisis were able to directly provide support to 2,004 people experiencing homelessness over the Christmas period. The money raised will also make a significant contribution to Crisis’ year-round services, supporting people out of homelessness for good.

 

 

Paid Media Team

The Paid Media Team at Uprise Up are the talent behind several of our most successful campaigns of 2020. This includes the Crisis at Christmas campaign, as well as campaigns for MSI reproductive choices, Diabetes UK, Greenpeace and Sue Ryder (to name just a few).

The outbreak of COVID-19 presented a unique challenge to the fundraising capabilities of charities, with the loss of offline advertising opportunities. The Paid Media Team stepped up to deliver exceptional digital media, for our charity clients in particular.

In light of the pandemic, the team were determined to maintain the exceptional standard of digital campaigns produced in previous years. By pursuing continuous improvement and taking a data-led approach to campaigns, the Paid Media Team didn’t just maintain the standard, but were in fact able to deliver significant growth – both for Uprise Up and for our clients.

Camaraderie between the team was particularly evident over the last 12 months, with weekly Zoom quizzes and video wellbeing check-ins. The close-knit team has managed to maintain their relationship, even welcoming new members of the team who are yet to meet their new colleagues in person.

 

 

Awards

2020 was a year of growth for Uprise Up. The team saw improved revenue, excellent client retention and fantastic results for our clients. We hope to win all of the awards we have been nominated for, but being shortlisted alone is recognition of the fantastic work we’ve achieved and we are very proud.

The Drum Awards winners will be announced on the 25th March at 4pm GMT. For the full list of awards and nominations, visit The Drum Awards website.

The Campaign Media Awards are announced on the 14th and 15th April. The full list of awards and nominations can be viewed on the Campaign Media Awards website.

For regular updates on our agency, why not follow us on Twitter?

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SEO News Round Up: February 2021

SEO Round Up February 2021

What happened in the world of SEO in February?

February was a calm month for SEO, with just a few changes announced. However, I suggest you keep an eye on results, as these announcements seek to continue Google’s aims of diversifying our search results.

 

Featured Snippets showed a decline in Feb

There was a decline in the percentage of queries including a Featured Snippet in the SERPs. Across all tools the decline starts from 18th February.

 

SERP Feature History MozCast
Source: MozCast

 

Broken down, similar declines have been recorded across desktop and mobile devices. It’s unclear whether this is permanent or Google will increase the percentage back up. Queries impacted are thought to be the shorter, more competitive terms and specific industry categories. Industry-wise, Health, Finance and YMYL were impacted most, though other industries have also seen notable change.

 

Top Featured Snippet Losses by Industry
Source: Moz

 

This is an important reminder that whilst Featured Snippets can be golden nuggets when you have one, they are a double-edged sword. You get a boost in visibility and traffic when you have them, but they aren’t permanent. They come and go; losing one can then lead to a reduction in visibility and traffic for that keyword.

It’s worth remembering that when you lose a Featured Snippet you don’t drop down to the next position as you do with regular rankings. You drop back to where you were originally ranking, which is typically further down the page (think positions 4-7). Your visibility, therefore, drops more dramatically than you expect.

Whilst Featured Snippets are unlikely to disappear completely, this is something to monitor. It’s likely Google updating their algorithms to closer match the intent behind search terms, so this is a percentage that could grow again. We’ll find out.

 

New Association feature on Search Console

Search Console has a new Associations feature available. This function allows you to link up your Search Console property with properties you have in other Google Services.

Associations can link up your Search Console with the following:

  • Google Analytics
  • Google Ads
  • YouTube
  • Play Console
  • Action Console
  • Chrome Web Store

Association is a function worth utilising, it’s a great way to link up your data and see more in one place. The effect of the association does depend on the properties you’re linking up. For instance, linking up your Search Console with your Analytics means you can see organic query data with the Analytics dashboard.

To access the Associations feature, go onto the Settings Menu on your Search Console property.

 

Metric Boundaries updated for Core Web Vitals

Google has made a minor change to the metrics used to measure Core Web Vitals. The boundaries previously only looked at ‘less than’ the given number. Now, the defined boundaries have been updated to be ‘less than or equal to’. A small change, but one that could make the targets for each metrics more achievable.

The new boundaries for each metric are as follows:

New Core Web Vitals metric boundaries
Source: Search Engine Land

 

Passage Ranking has gone live in the US

Passage Ranking, first announced in October 2020, went live in US search on Wednesday 10th February. Expected to only affect 7% of searches initially, it’s a change to rankings that is likely to expand in the future-  to affect more searches and more countries.

 

What is passage ranking?

Passage ranking is where Google indexes passages within your page. The aim is to help Google find information that might be buried in your content. By understanding specific passages within a page Google can then rank that page for more specific queries, thus improving the relevancy of search results and diversifying the results.

We look forward to seeing what the impact is to US search in the coming months.

 

Did we miss anything?

If there was anything else that happened in February that caught your eye, feel free to tweet us at upriseUPSEM, email us at [email protected], or simply send us a message through our contact page. We’d love to hear from you.

 

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SEO News Round Up: January 2021

SEO Round Up January 2021

What happened in the world of SEO in January?

With competition between search engines growing, new ranking factors being introduced and new tools becoming available, 2021 is going to be a busy year for SEO! For regular updates on the world of digital marketing and our campaign you can sign up to our Monthly Newsletter.

 

Coverage Data got an Update on GSC

The Search Console coverage report has always provided valued insight into the errors on a site. However, it isn’t perfect. It would seem Google have taken feedback on the report into consideration, and made some changes.

Of these, my favourite change without a doubt is: ‘Removal of the generic “crawl anomaly” issue type – all crawls errors should now be mapped to an issue with a finer resolution’. I don’t find “crawl anomaly” to be a particularly revealing error, so to know more detail will be on offer from now on is reassuring.

A new ‘warning’ has also been introduced: Indexed without content. From now on, this will identify pages on a site that are empty or where Google was unable to read the content. Again, a useful insight to have.

There are still some issues to be addressed, but the changes are a notable improvement.

 

New Report: Google News Performance

Similar to Discover, data on how your site’s articles perform in Google News can now be found in a bespoke report on the Search Console dashboard.

Google News, for those out of the loop, is separate to Google Search. Accessed via an app or news.google.com, it serves users with a curated feed of news content based on the publishers and topics they are interested in. Therefore, news publishers can rejoice, for they’ll now have access to even more data around the performance of their content and the preferences of their audience.

 

Google introduced Subtopics as a ranking factor in November

If anyone was able to attend Google’s On Search Event last October, one topic that was discussed was Subtopics. In January, Danny Sullivan confirmed via Twitter that Subtopics had gone live as a ranking factor mid-November.

What are Subtopics?

In the words of Google, Subtopics are ‘neural nets to understand subtopics around an interest, which helps deliver a greater diversity of content when you search for something broad’.

This means that for some of the search terms, Google is showing a range of search results that are focused on the topics related to the original query (Subtopics). This won’t affect all searches, but will focus on broader terms where there is more subtopics variety.

What does this mean?

It’ll be interesting to see how this affects SEO in the long-term. From a strategic perspective, SEOs should cater to this update and start shifting focus from individual keywords and more onto a broader topic focus. Some SEOs already do this, others will be starting to.

Google wants to diversify their search results by offering users a wider range of content that differs from each other, aiming to cater to the different needs of users. This likely means broader keywords are going to come much more competitive. Long-tailed variations are going to become more important as intent is scrutinised even further. It also means there’s a growing, pressing need for unique content that will make your site stand out. Understanding your topic, and any subtopics, in detail will be crucial.

 

100 Million Searches a Day for DuckDuckGo

DuckDuckGo has hit a new record in January as it finally reached the milestone of attaining 100 million searches in a single day. The search engine was on track to achieve an average of 90 million searches a day for the whole month. Compared to January 2020, this is a 73% improvement year on year. This shows that DuckDuckGo’s prominence is continuing to grow and they pose a growing threat to Google’s position.

 

They continue to thrive on mobile as well, as they became the second used search engine on mobile in the U.S. As DuckDuckGo boasts of its privacy features, the growth spurt signals an incoming shift to private platforms.

 

Chrome 88 includes Core Web Vitals metrics

The recently launched Chrome 88 is proving valuable to developers and SEOs as it includes elements that enable you to see the Core Web Vitals metrics along with pre-existing ranking signals. A useful amendment for those preparing for the upcoming Page Experience update.

One element they’ve actioned is to provide the Web Vitals, LCP, FID and CLS, with their own reporting lane in the dev tools. This has also been given more space for more detailed reporting.

Additionally, Chrome 88 now supports a CSS property called aspect-ratio. This allows you to define ratios for certain elements, which can contribute to an improved Cumulative Layout Shift (CLS) score.

Some useful additions we look forward to utilising.

 

Did we miss anything?

If there was anything else that happened in January that caught your eye, feel free to tweet us at upriseupSEM, email us at [email protected], or simply send us a message through our contact page. We’d love to hear from you.

 

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Paid Media News Round Up: January 2021

Paid Media Round Up January 2021

Paid Media News January 2021

A new year means new news in the world of paid media. We take you through the latest updates at the beginning of 2021!

Keep reading for news on automated bidding, new Microsoft Ads features, as well as some industry news from across the pond and across the world in Australia.

If you want to check out our round-up from the end of last year, you can view last month’s summary here.

 

Data exclusion controls for Smart Bidding on Google Ads

Smart bidding is becoming an increasingly key component of Google Ads, with a wealth of different strategies now available to marketers. Those using Google Ads will now have more control over automated bidding strategies through new data exclusion controls. Google have specified that you can exclude particular date ranges to prevent interference with conversion rates that help calculate auction-time bids for smart bidding

This will be particularly important for when conversion tracking breaks on a particular campaign (eg. tagging issues or website outages). While this may not be something that would be worth doing for very short outages or for small campaigns, we do see this being a useful tool for larger campaigns and longer periods of time where there is inaccurate data, to help maintain consistent performance.

Google Ads Data Exclusion Controls Smart Bidding

 

New optimisation tools for Microsoft Advertising, including optimisation score

Since Bing Ads launched the Recommendations tab back in 2018, it was only a matter of time that they would launch an ‘optimization score’ in a similar fashion to Google’s own. The new feature appears as though it will operate in an almost identical way to Google’s, with a percentage score from 0% to 100%, based on the number of recommendations applied to individual campaigns. As with Google’s feature, we’d look to implement some of these recommendations to help improve optimization score (like automated responsive search ads, for example), with other recommendations (like raising budgets) needing more consideration as to whether they’re appropriate to apply or not. 

Bing are also going to introduce target impression share as a new bidding strategy too. This will be particularly helpful for awareness campaigns and for enabling an easier way to achieve great visibility for brand terms too.

 

Microsoft Logo

 

Trump gets banned from social media

Just a couple of weeks before the end of his presidential term, Donald Trump was suspended ‘indefinitely’ from a host of different social media platforms, including Twitter and Facebook. The suspension took place as a result of hundreds of Trump supporters storming the US Capitol in an attempt to overthrow November’s presidential election result. Twitter deemed Trump’s Tweets to be a violation of their Glorification of Violence policy, as they believe he was inspiring people to incite violence.

Donald Trump banned from Twitter

At this stage, it is unclear how advertisers will be affected by Trump’s ban from social media. It could potentially result in a slight decline in traffic to these platforms, due to his supporters being deterred by the platforms as a form of boycott. Some say that social media companies shouldn’t have the power to remove people from their platforms as it could be viewed as censorship, however research suggests that online misinformation about the US election fell by 73% since the notorious #FakeNews spreader was suspended from the sites.

 

Google threatens to withdraw search engine from Australia

In another move from governments around the world looking to impose more regulations on some of the large tech firms, the Australian government has asked Google to share some of its royalties with news publishers. This move is as a result of Australia’s competition regulator ruling that there was a “bargaining power imbalance” between the tech giants like Google and the newspaper industry. The newspapers have seen a rapid decline in revenues over recent years.

Google’s response to this was threatening to withdraw their search engine from the country altogether, hardly a tentative response! The tech firms are naturally going to be worried about the immediate impacts to its revenues this might have. However, more worrying for Google is the precedent that these types of laws may have, if they get passed. We’ll have to see whether Google’s firm stance on this issue will be enough to persuade Australia’s lawmakers to reverse their decision.

 

If there was anything else that happened in the last few weeks that you found particularly enticing, feel free to tweet us @upriseUPSEM, email us at [email protected], or simply send us a message through our contact page.

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Defending Your Brand in Keyword Bidding Wars

Defending your brand in keyword bidding wars

Defending Your Brand in Keyword Bidding Wars

Paid search brand attacks are becoming increasingly commonplace. They can be harmful if left unchecked, and if a bidding war ensues the only real winners are the search engines.

When we’ve needed to let clients know that this has happened, the general principles and subsequent advice is always similar, so I thought I’d lay things out here for the benefit of everyone. Firstly, I’ll run through the factors at play. At the bottom of this article we’ll look at what to do if you think your brand is coming under attack.

 

Why is a competitor bidding on your keyword?

The aggressor brand is able to circumnavigate (typically) more competitive and expensive, intent-based keywords, and focus on taking traffic and sales away from competitors (the defending brands).

As the user has reached the point of searching for a particular brand, they would usually be in the ‘purchase’ phase, not the ‘research phase’. The closer advertisers can reach consumers at point of purchase, the more likely that user is to convert.

For example, the keyword ‘buy a TV online’ might theoretically cost £5 per click. A competitor’s brand, ‘LG TV’ would likely be considerably less, conceivably 50p. Was LG to bid on ‘Sony TV’ and successfully convert the user, they could be reducing a competitor’s revenue, whilst increasing their own, at reduced cost.

There are other gains to be made from bidding on competitors brand names beyond exposure and high quality traffic. There will be extremely useful data around those brand queries, including volume, and associated keywords. Also, one brand is able to invite comparison against another, and frame it in a way that favours them.

If this is happening to your organisation, your competitor hasn’t necessarily decided to bid on your brand directly. It could be an aggressive agency – they could be following Google’s keyword suggestions. So the first step isn’t necessarily to go knocking down doors, but open a dialog; and it’s good to know the practicalities first.

 

What are the legalities?

It is legal to bid on other organisations’ branded keywords. Sometimes Google, (for example), will trademark certain keywords. But this is infrequent, inconsistently applied, and typically only done for mammoth organisations with significant spend in paid search. It’s legal to do and hard to prevent if you are defending yourself.

It isn’t legal for the aggressor’s ad text to make it appear that they are the organisation who’s keywords they are bidding on as this could mislead the user (who is often the consumer). This was cited in 2013, when Interflora sued M&S for branded keywords together with ads appearing to lead to an Interflora service. With dynamic keyword Insertion (DKI) ads, (automatically repeating the keyword being bid for in the ad text), it could be easy to make this mistake. So legally, fixed ad text should be used.

 

Are there any moral implications?

Arguably. From a user’s perspective, they have been quite specific in looking for a particular brand. Bidding on keywords when you are not the brand they are looking for is clearly outside ‘user intent’.

This can be more clearly illustrated in the charity sector, with bidding on competitor brands takes increases the price of traffic, takes money away from both advertisers, and as such the cause they are trying to support.

 

What about ‘keyword focused’ brand names?

Where an advertiser’s brand name clearly indicates the activities they are involved in, they are not so easily defendable. For example, if a TV retail company called itself ‘buy a TV online’, then they are clearly putting themselves in the firing line of intent-driven keywords. The same could be said for ‘Diabetes UK’ or Cancer Research UK. (The charity sector is particularly at risk here as many charities like to clearly indicate their cause’ in their name).

In these situations, Google is unlikely to allow these terms to be trademarked and competitors are less likely to avoid these keywords. However, having a keyword focused brand offers organisations a slight advantage in bidding for those search queries, as below:

 

Are competitors able to bid on another brand’s keyword as effectively as the brand owner themselves?

No. Organisations that own their brands should be signalling clearer intent to search engines, and so be rewarded with an increased quality score (QS). This will mean that it should cost the defending brand less to rank above their rival, maybe by something like 20%.

There will still be a significant increase in cost for the defender to compete for their own branded traffic. Maybe several times greater than they would otherwise be paying. So long as the ‘aggressor’ brand is bidding within their means, (with an acceptable amount of revenue being generated from this activity), they could keep increasing the bid, and the cost for their rival organisation to defend their brand.

 

Does anyone win?

Google, certainly. It is no surprise that Google and other search engines benefit significantly from the mechanics of paid search that they have engineered. If brand names become competitive, as with other high-demand keywords, Google will pocket the increased cost-per-click on those keywords.

The issues around this are really highlighted by the charity sector. For example, one of the charities we work with is Crisis. They have a particularly well know Christmas campaign which they use to increase awareness around homelessness. Although the word ‘Crisis’ is common, there is little correlation for the keyword ‘Crisis’ to indicate intent to donate to a homeless charity; apart from where it applies to the brand. However, several other homeless organisations, (or their zealous agencies), do bid on this keyword, especially over the Christmas season.

Brand bidding wars really hurt the charity sector. Assuming an average donation amount achieved per click to be £10: If a rival is prepared to bid £8 for this click (and still make profit) and the charity is then also forced to match that spend to defend it’s own keywords. This could mean 80% of the intended donation going to Google.

 

In a brand bidding war does either organisation have an inherent advantage?

Perhaps. Let’s assume there are two advertisers where all other variables are equal: The same quality of service (or product), the same costs for production, the same cost of sale, the same ability to convert users that land on the site, – and so on. There is a strong commercial case that the smaller organisation with less brand awareness will have the advantage. There is more branded traffic they can take from their competitor, and less cost to themselves for the increase cost in defending their own brand in search engines. I’m over-simplifying here to illustrate the point, but often the smaller challenger-brand has more to gain and less to lose.

Also, ‘competitor bidding awareness’ is a big contributing factor to whoever has the advantage. The aggressor will have the upper hand here at the beginning. If one advertiser is aggressively moving in on another’s brand search traffic, until the defending brand spots it, the aggressor has probably found itself an opportunity.

If the defending brand does have effective detection in place, they are able to increase the cost of their click to defend their position, and maybe retaliate, but this is probably at considerable expense, and more money to Google. The defending brand could also decide to bid on the aggressor’s branded keywords in return, again, escalating the cost for this traffic.

 

What’s the process for stopping it?

Trademark. Try to get Google to apply that trademark across keywords as well as ad text. This should be done anyway, before any competitor bidding shenanigans take place.

Monitor. Regularly search for your own brand name and identify any competitors bidding on it.

Speak to the competitor and agree not to compete on bidding against each other brands. In many situations, this is going to make sense. Initially we recommend starting conversations at the level of whoever oversees the Google Ads account. Often someone like the Marketing Manager or Marketing Director. I recommend friendly communication in the spirit of cooperation, and to get buy-in from the other organisation. If no luck is found at that level, escalating this to a ‘CEO – CEO level chat’ would commonly be the advised next step. The case is simple: Please stop bidding on our brand, because if you continue, we’ll have to out-bid you, and in return, bid on yours. This would then cost us both a lot of money.

Not actively bidding on another’s brand wouldn’t stop advertisers from appearing when competitor’s brand names are included in the search query. For example, bidding on just the words ‘buy TV online’ might make Sony appear for the search query ‘buy an LG TV online’. Likely if LG are using their own brand in addition to the other words used, they will have the advantage, (greater relevancy = improved quality Score). However, for competitors to agree not to rank (at all) in search queries where the other brand is used, they need to go one step further…

Negative keyword matching goes one step further.  This is where one Google Ads account specifies that if a particular keyword is included in the user’s search query, they won’t enter the bid.  If organisations could align themselves so that each introduces the rival’s brand as a negative keyword, they would both be rewarded with significant cost reductions on their own branded traffic.

This has limitations with multiple advertisers, as it only takes one to break ranks, and due to the auction-based system for establishing price, the market rate for that brand would quickly shoot up.

The process can often work for charities, where economies of scale are such that there is often only a limited handful of organisations (of any considerable size) clustered around a particular cause. Often only two or three. This makes coordination between the groups relatively easy. If a collaborative approach can be taken, it should save all of them considerable funds.

 

In summary

Bidding on another brand is common, and in my experience, often organisations don’t even know they are doing it. So, keep communication friendly, but you do want to stop this where possible. Brands are built on the back of good awareness marketing; no-one want to pay for them again with significant search costs!

If this post is of interest and you would like to discuss in more detail, we’d love to help! Drop us your details in our contact page and someone will be in touch.

 

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A Very Different Brighton SEO: Highlights and Takeaways.

Brighton SEO

Brighton SEO 2020

Ever wanted to turn up to Brighton SEO in your pyjamas? While it’s unlikely there’s a rule preventing you from doing so, there’s a good chance that 50% of the attendees seized the opportunity at last week’s conference. With all the talks being released in a video format online, I generally thought that the format of the conference worked great. Having the ability to pause and rewind the talks was extremely useful, although I did often find myself falling behind on my schedule.

As per usual, there was hosting of different talks on different topics presented by some new and familiar faces. We did our best to cover as many of these as possible, and have collated some of our favourite ideas and takeaways from the events below.

Key Takeaways

  1. If you want to understand the technical performance of your competitors, site search and XML sitemap cross-referencing is a great way to get a quick idea of your competitor’s indexing on Google.
  2. With Digital PR, often the small pieces you outreach alongside big campaigns can provide a lot of support, or even outperform. Whether it’s little pieces made from desktop research or articles using statistics sites, never underestimate the little content wins.
  3. When completing keyword research, user intent is becoming even more crucial. Especially for eCommerce, bear in mind how your user refers to your products – if you refer to them differently users are likely to struggle to find these products, on your site and in search.
  4. Need a boost to your internal linking strategy? Consider pagination. As Google crawls these links it’s a good way to ensure content doesn’t get lost. Though pagination can’t be relied on for full content accessibility.
  5. Using the “Fuzzy Lookup” add-in for Excel can help speed up tasks such redirect mapping and 404 mapping. Fuzzy lookup allows you to combine to datasets and help to locate the most similar value from one set to the other. A useful add-in that I’d previously never heard of!
  6. Introducing Python and machine learning into part of your SEO strategy is becoming increasingly popular and great way to save time. Got a site of thousand of images and no alt-text? Consider using MMF, a Python library that uses machine learning to describe what an image is portraying to be used for alt-text.
  7. Using headless CMS is becoming an increasingly popular way to create and publish content. It has many advantages of a traditional CMS, such as WordPress, and doesn’t contain the usual bloatware that come with them.
  8. Look at your client’s log files. It’s not always easy to get hold a of site’s log files, but doing so can contain valuable information on how Google crawls your site. Analysing these logs can tell you how Google crawls your site and can inform whether you may need to make changes to your site’s structure.
  9. A common marketing mistake is to try and present a brand as the best, which can be difficult for brands to prove and consumers to validate. All brands need to do is prove they aren’t the worst. Brands can be successful sitting in the middle of this spectrum.
  10. Large scale Featured Snippet acquisition could be achievable by an update to the back-end coding design, whilst the front-end design of websites remains untouched. Time to get in touch with your developers!

 

Were you attending this year’s BrightonSEO? Please comment below what your main takes were. And, as always if you have any questions about SEO do contact us.

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Life as a Digital Marketing Intern in 2020

Life as a Digital Marketing Intern in 2020

Intro from John (MD)

I remember starting my career, trying to understand this strange new world and pick up on the culture: What were my colleagues like? What behaviours were expected from me? What was the context of my work compared with that of the wider agency?

It wasn’t easy; but looking back, there were many touchpoints to help me understand this new environment and my position within it. I was sat with a great team who gave me an example, and context. I learned a lot by watching them and listening to them at work. Also, the regular kind words and smiles helped settle me down, something I’ll always be grateful for.

Fast forward to today and graduates of 2020 are starting their careers during a much harder time.

In that context, it is even more inspiring to have seen how well our interns, Jasmine and Emily have made this work. They have contributed to our culture immediately, have shown a real aptitude for digital marketing and have demonstrated outstanding focus and professionalism too. Wow, we have been fortunate!

I look forward to when they can enjoy a live company event; also to when they can experience the usual buzz of the office for the first time, – or when they are able to join us in a champagne moment after winning a new client! Hopefully, all of that won’t be too long – the champagne is already on ice.

This blog is not just sharing what life is like as a digital Intern. It can be read as an insightful look at the views of two exceptionally talented digital marketeers, new to their careers, but who have overcome the significant hurdles of these times – and thrived.

Enjoy!

John

 

Life as a Digital Marketing Intern in 2020

 

Zoom Call

Ever wanted to know what life is like as an intern at an award-winning digital media agency?

We’ve caught up with our interns, Emily and Jasmine, to hear about their experiences as interns at Uprise Up.

 

First things first, introduce yourself and give an insight into why you’re interested in digital marketing.

Emily: I studied Chinese and International Business at the University of Leeds. Digital marketing appealed to me because of its capacity to measure all aspects of the marketing journey and understand how a user found your product/service. Also, I love a good spreadsheet!

Jasmine: I graduated from the University of Birmingham in June 2020 with a First Class honours degree in History. I was interested in beginning a career in digital marketing throughout university, particularly after completing work experience at a social media marketing agency.

 

What does your role entail?

Emily: My role is Paid Media Assistant. I work with a variety of clients, setting up new campaigns, ad groups and optimising current campaigns. Typically, each day is different, but I am consistently reviewing campaigns and tweaking them to improve performance.

Jasmine: As a digital marketing assistant, I support my team with implementation for paid search campaigns. This primarily involves continually optimising campaigns on Google Ads, through updating ad copy, keywords and monitoring performance. I also provide support for Uprise Up’s own marketing, including scheduling content for our TwitterFacebook and LinkedIn and publishing content on our website.

 

Tell us a bit about the team that you work with.

Emily: The Paid Media team works to reach audiences at the exact moment when they are looking for your product/ service. The team works closely with clients to clearly define the goal of each campaign and works to achieve that. A lot of the time our goals are oriented around increasing conversion rates.

Jasmine: I work alongside the Strategy & Client Services team, who have all been extremely supportive with regards to sharing their expertise with me and helping me to learn new skills. We have a daily team catch up, which I value being a part of to keep up to date on work within the team.

 

What do you enjoy the most about your role?

Emily: I love having the ability to work on such a wide range of socially responsible clients, all with different digital marketing objectives. Having the scope of clients at an agency, like Uprise Up, allows you to learn a lot quicker about different marketing strategies.

Jasmine: In terms of account work, I find working with charities really rewarding. Knowing that our work can lead to a charity receiving a donation or volunteer sign up is amazing! I also love supporting with marketing tasks and contributing to Uprise Up’s constant expansion and growth.

 

What have you found to be the most challenging aspect?

Emily: The most challenging aspect I found was getting used to navigating around the different interfaces. During the first week, it was all a bit of a shock to the system, but over time it has become a lot easier!

Jasmine: Learning how to use completely new platforms, such as Google Ads and Google Data Studio, has definitely been challenging. I’m lucky to have such helpful and patient colleagues who are more than willing to help me out!

 

What has it been like starting a new job from home and having limited time in the office?

Emily: It has been a challenge, but the team have been incredible at consistent communication and checking in on my work. Going into the office for the odd few days has been great to meet the team face-to-face.

Jasmine: Starting a role “virtually” isn’t how I imagined my first job after graduation to look like, but I’ve grown to enjoy working from home. I feel as though I’ve still had a chance to get to know the Uprise Up team even though we’re not in the office, as we have weekly catch ups and socials that often involve quizzes (which I’m unfortunately yet to win).

 

What skills do you think are necessary to succeed as a digital marketing intern?

Emily: I think there are 3 main skills necessary: having a curiosity and willingness to learn, being able to read and interpret data, being able to adapt quickly and react.

Jasmine: Communication, a willingness to learn and adapt, and a keen eye for detail are all skills that are essential upon entering the world of digital marketing.

 

Emily, what do you listen to whilst you’re working?

Emily: I often listen to my Morning Coffee playlist first thing, whilst enjoying far too many cups of coffee! By the afternoon I tend to prefer silence or listening to the radio.

 

Jasmine, what’s your ultimate hack for being productive whilst working from home?

Jasmine: I find being that being surrounded by an abundance of iced coffee and my personalised ‘guilty pleasures’ playlist on Spotify playing in the background is unquestionably the ultimate working environment for high levels of productivity.

 

If you would like to know more about our award-winning agency, tweet us at @upriseUPSEM, email us at [email protected], or simply send us a message through our contact page.

 

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Paid Media News Round Up: August 2020

Paid Media Round Up August 2020

Paid Media News August 2020

August was a quiet month for paid media, livened up by the Google responsive search ad test which creeped in at the end of the month!

If you want to check out last month’s round-up you can view our summary here. Here are our highlights from the past few weeks.

 

Google Tests Hiding the Option for Expanded Text Ad Creation

In a potentially alarming move, some users noticed the ‘text ad’ option had vanished from the Google Ads interface on Friday 28th August. This was confirmed to be a test subsequently.

This test prompted users to create responsive text ads (RSAs) by default, which is a format where Google decided which text assets to display with each other. Expanded text ads on the other hand display exactly what the advertiser chooses.

Steps like these to take away control from advertisers who aren’t prepared to shift to RSAs are slightly worrying. Whilst most can agree this is the direction paid ads are going in, this new move from Google would be one made far too quickly. We’ve had good results with RSAs but they are still some way away from being able to outperform text ads on a regular basis.

 

Bing Introduces Organic Product Listings

Microsoft has followed Google in implementing an organic form of its product listing ads. The organic listings will appear on the Bing shopping tab alongside sponsored ads.

These only require you to have a Microsoft Shopping Campaigns account with an active product feed, and can generate you free, high intent traffic from Bing. The volume of traffic from these listings will be less than Google, simply due to the relative sizes of the user base, but the barrier to entry is so low that this should be accessible to anyone with an online store.

The organic listings are currently only live in the USA, but will shortly be rolled out to other markets, including the UK. When they arrive, we’re looking forward to testing them out and seeing what traffic can be generated for our clients.

 

Bing Shopping

 

 

Google Performance Planner Gets An Upgrade

The Google Performance Planner is a tool in Google Ads that allows you to forecast and plan bidding strategies. Google recently announced three new features to the planner.

  • Sharing functionality – since the Performance Planner is often used to plan budgets throughout the year, the ability to easily share the plan among multiple users is definitely useful.
  • Improved forecasting of longer conversion windows – this is appreciated, but will only be a major improvement if your average conversion window was longer than a week.
  • Inclusion of shared budgets – this is the big one! Shared budgets are an integral part to the way Google Ad Accounts are managed, and their inclusion in the performance planner makes it far more usable in the majority of accounts.

 

Shared Budgets on Google Performance Planner.

 

Google extends lead forms to YouTube & Discovery Campaign

Last year Google introduced Lead Form extensions, and have now said that these extensions are available in YouTube and Discovery Campaign. There will also be a rollout into Display campaigns by the end of the year. These work in a similar way to other platforms, letting users show interest without necessarily visiting the advertiser’s website.

These extensions have proven a success and work well on mobile, so it’s no surprise to see their functionality expanded.

YouTube Video on a Mobile

Microsoft Advertising Editor Update

This month, Microsoft announced a large update to their Advertising Editor platform, helping them stay competitive with Google’s Ads Editor. The updates included Al-powered recommendations and campaign-level audience targeting.

Global users will now have a lightbulb icon in their interface recommending new keywords, highlighting fixes, and suggesting bid optimisations. The new feature will ensure advertisers maximises their potential traffic.

The second new feature enables campaign-level audience targeting within the Editor programme, saving time, and maximising efficiency when working across numerous campaigns. It is worth noting that advertisers however are still unable to simultaneously target associations at the ad group and campaign level.

Microsoft Advertising Editor Interface

Did we miss anything?

If there was anything else that happened in the last few weeks that you found particularly notable, feel free to tweet us @upriseUPSEM, email us at [email protected], or simply send us a message through our contact page.

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Google Introduces 2% Fee on all Ads Served in the UK

Google 2% fee on all ads served in the UK

Google Introduces 2% Fee on all Ads Served in the UK

Starting on Tuesday, Google have been emailing Google Ads users about the introduction of extra fees for ads served in the UK (NB: a few other territories are affected too, but we’ll be focusing on the UK).

The help page clearly states that this is in direct response to the government’s newly introduced Digital Services Tax and will result in an extra 2% charge on top of any ad spend within the UK. This will start to take affect from November 1st.

This tax was aimed at the largest organisations, so it is disappointing (if not somewhat inevitable) that Google have decided to pass this cost directly onto their customers. Amazon have similarly passed this cost on recently, though that goes beyond just advertising. It will be interesting to see Microsoft’s response, as if they are able to not follow Google’s lead, advertising on Bing will become more attractive.

So far, there has been no news from any Social Networks about any changes, but it will be something else to keep an eye on over the coming months.

Advertisers will need to carefully budget for the end of 2020 and beyond. Costs within the Google Ads platform will remain the same, as the fee is added on top. This does create an added complication when calculating budget and so we advice thinking about this sooner rather than later.

 

If you have any questions about how this new fee will affect you, we’re happy to help. Please do email us at [email protected], send us a tweet @upriseUPSEM or simply send us a message through our contact page. We’d love to have a chat and find out how we can support you.

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Lost in Translation: Is Search Ads 360 Right For You?

Is Search Ads 360 right for you

What is Search Ads 360?

If you’ve been using Google Ads (formerly AdWords) for some time, you’ve probably heard of Search Ads 360. However, when you look into if it’s right for you though, you find a lot of statements like this one, from Google’s own page explaining the product:

 

“Streamlined workflow and powerful reporting features enable buyers to efficiently run campaigns, while automated bidding improves campaign performance.”

 

This sounds brilliant, it sounds like it would work for anyone! Well, I think it should be edited to this:

 

“Streamlined workflow* and powerful reporting features** enable buyers to efficiently run campaigns, while automated bidding improves campaign performance***.”

 

Because Search Ads 360 does do all of these things, but it won’t do them for everyone, and often not without a bit of work.

So, I’ve taken it upon myself to add the asterisks, and give a quick overview of what Search Ads 360 does well, how, and who it is going to be most useful for.

 

Streamlined Workflow*

*For some advertising set ups

One of the main differences between default Google Ads and Search Ads 360 is that Search Ads 360 allows you to manage campaigns across multiple accounts from the same screen.

Search Ads 360 is also not limited to Google based marketing. Bing, Facebook, and many other marketing channels can be connected to Search Ads 360 and managed in one place, giving you a single place to view the results of all your marketing channels.

The important thing to realise here is that Search Ads 360 will streamline your workflow across multiple accounts. If you are running a single account, even if it is very large, Search Ads 360 does not make your life significantly easier.

 

Powerful Reporting Features**

**Well, kind of.

If by “reporting” you mean attribution, then by extension of the fact you can connect all these different marketing channels into one platform, Search Ads 360 can unify your conversion reporting much like Google Analytics. This can be very useful, especially if your analytics set up can’t handle this itself. You can also design your own attribution models

In terms of creating reports however, Search Ads 360’s native reporting features are outclassed completely by Google Data Studio, which can pull all the data from your Search Ads 360 account, and create far more visual and complex reports using it.

So, Search Ads 360 can provide better conversion reporting and attribution modelling, but it’s report builder is outclassed by Data Studio.

 

Automated Bidding Improves Performance***

***If you can set up some technical stuff

Ah, automated bids, we meet again. We’ve had a rocky relationship with automated bidding strategies, like the time we tried it in our ad grants and it started bidding over $50 a click on toy boxes.

However, more recently even we have to admit that the automated bidding strategies in Google Ads have got better. In fact, they’ve got so much better that Search Ads 360 has started using them too.

It does have its own bidding strategies, but they only change bids 4 times a day based on results, whereas the Google Ads strategies bids differently every time the ad enters an auction. The consensus across the industry is that the regular Google Ads strategies produce better results.

So, if you’re just using the same bidding strategies as regular Google Ads, how are you going to improve results?

Well, Search Ads 360 has a feature called U-variables, which allows you to add extra information to a conversion based on data from the page. To give an example, if you were selling a car and a user could either pay in one payment or over multiple months, if you used a target ROAS bidding strategy you would undervalue the monthly payments compared to the one-time payment. In Search Ads 360 you could submit the number of months through as a U variable. You could then multiply the revenue by the number of months to get the actual value of a sale for a bidding strategy.

So, Search Ads 360 can improve results over regular Google Ads through automated bidding, but only if you use it to improve the data the strategy has.

 

And that’s it! If you’re having trouble managing multiple accounts, want to improve your attribution modelling or are ready to get stuck into some technical work to enhance your bidding strategies, then Search Ads 360 will be well worth your time. However, pay attention to the asterisks and make sure you are going to get your value if you decide to test Search Ads 360 out!

 

Want to talk?

If you’ve got any more questions about Search Ads 360 or Paid Search, or want to see how we can help you maximise your campaign performance please get in touch, we’d love to hear from you!

 

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SEO News Round Up: May 2020

SEO Round Up May 2020

What happened in the world of SEO in May?

May started with a bang and has produced some great updates in the world of SEO. Read more to find out what our highlights are in SEO news this month.

 

Google update: May 2020

It happened! 4 months after the January update Google took to Twitter to announce the roll out of another algorithm update. Dubbed the May 2020 Core Update, it took 2 weeks to fully roll out. Many in the SEO community claim it’s the biggest update search has seen in a while.

 

What happened?

As usual, Google haven’t specified exactly what the update was targeting. Whilst core updates are intended to have a broad focus, content has been a key focus for Google and SEO in the last couple years. Recent Core Updates have focused on rewarding content regularly reviewed and updated, so it isn’t shocking to suggest that content is again the focus on the May 2020 Core Update.

 

What impact did we see?

Following the started release of the update we’ve seen a mixed impact to our clients, with some losing rankings and others gaining. There was a lot of volatility and fluctuations in rankings during the roll out process, but most of the change appeared to be off page 1 search results. Search results ranking on page 2 and onwards typically experience higher levels of volatility, so this wasn’t too concerning to us.

 

What should we do?

In their Twitter announcement Google link to their updates guidelines. There, they state that the updates aren’t about harming the performance of your content, but about rewarding good content that wasn’t getting the recognition, or rankings, it deserved in organic search.

That being said, if you have seen some keywords dropping it’s still not good to drastically change your SEO strategy in light of a Google Update; particularly if your website has a history of yoyoing in rankings from update to update. It’s very likely that any ranking changes you see in the first few days may level out. Wait until rankings have had some time to stabilise before taking any precautionary actions.  Review your site, identify the weaknesses (whether that be technical or content) and feed those into your current strategy.

 

Keep SEO and coding simple

Search Developer Martin Splitt joined an indexing and crawling session at Search Engine Land, where he discussed how some websites can overcomplicate their coding to overcome non-existent issues.

Internal Linking via JS

It would appear in our desire to be better SEO and Web Developers can often overcomplicate a solution, or needlessly create an issue with clever coding. Interal linking is cited as a common issue that is overcomplicated. A number of links are still invisible to Google owing to the way they are implemented on a website. We’ve seen this ourselves on client websites, where we as users know the link is there, but search engines don’t. This is often because the link is added through javascript rather than a HTML link tag. Invisible links are harmful to your SEO, as they restrict visibility and can lead to crawl errors.

We considered ourselves warned: clever, over-engineered shortcuts aren’t great, and can actually hurt our SEO more than help.

 

Google suggests customised searches for users

A new search feature update is being rolled out on Google. When a user does a search on Google will begin to use that search history data to suggest customised search results to you.

This new feature does appear to be a restricted update at the moment; you have to be logged into your Google account to have access. Google is also only able to use search history data from your current search session. This means customised search suggestions won’t be influenced by your search activity from a month ago. However, it’s another step towards encouraging users to consider the language they use in search, following on from Google’s update to search results that don’t adequately answer a search query. We look forward to seeing how these features influence search habits.

 

New Search Console Reports

Another month, another update to Google Search Console reports. This month 2 new reports have been made available on the tool. The Speed report has also had an update.

 

SpecialAnnouncement Enhancement Report

One of the reports released is for SpecialAnnouncement Schema markup. This is a follow up action from the release of the markup last month. SpecialAnnouncement markup was released to help local businesses and communities make Covid-19 announcements via Google Search. Creation of the report will help these businesses see any implementation errors or issues with the markup.

 

Guided Recipe Enhancement Report

Additionally, Google has released a new report for Guided Recipe markup. This is a form of Recipe schema, designed to help your recipes be found and used on Google Assistant and by voice search technology. This is a good step in the right direction, as previously you had to wait for webpages to re-crawl a page before you could see any updates via Google Assistant. This report should speed up the validation process.

You can also check your Guided Recipe markup via the Rich Results Test Tool. To use this tool you just need to add the markup to your page. Then you can submit the URL on the tool and it will test the page to see if it is valid for rich snippets (a search result with enhanced features) in search results. The tool will offer suggestions for improvement or show you any errors with your implementation.

 

Web Vitals replaces Speed Report

Google has swapped out the old Speed Report. Now, we have the Core Web Vitals report, located within the Enhancement reports section. Core Web Vitals is a Chrome Extension Google announced earlier in the month

 

Core Web Vitals on Search Console Dashboard

 

What’s changed? 

The metrics Google uses for measurement has changed from the original speed report, which suggests Google is using certain speed metrics to judge the performance of a website. These metrics are: LCD, FID and CLS. All 3 give an indicate of how good the user experience (UX) will be on that page.

  • LCD (Largest Contentful Paint): measures loading performance by marking the point when the main content on the page has likely loaded.
  • FID (First Input Delay): measures when interactivity is working, as it tells you when a user first tries to interact with the page and the time when the page responds to that interaction.
  • CLS (Cumulative Layout Shift): measures visual stability. The more content doesn’t shift around unexpectedly the better the UX.

URLs that don’t have enough data for these metrics are excluded from the report, so it won’t necessarily provide a 100% insight. But, it appears that ensuring your webpages perform well for all 3 metrics will be vital by name and nature if you want Google to deem you site as high performance.

 

Bing says Yes (or No)

Bing has also been busy developing new search features. There latest update means Bing can now answer your search queries with a simple yes or no. Bing then backs up their answer by citing different websites.

This is just part of Bing’s development strategy to utilise AI in their search algorithms. Their algorithm is able to understand and cross-reference the language of multiple sources and deduce a yes/no answer, even if the sources used and reviewed by Bing do not explicitly state that.

For SEO, it’ll be worth monitoring search queries where this is likely to affect the search results. With Bing providing clear, concise answers within the SERPs, there’s potential for the CTRs of these queries to be impacted by this update. As Search Engine Land also comments, we should also monitor impressions and visibility change.

Bing’s Yes/No summary feature is live in the US and looking to roll out in other search markets soon.

 

Page Experience Evaluation Changes Incoming

Google have announced changes are coming to how they measure the performance of a page. Called the Page Experience Update, Google will be updating their ranking factors to take page experience metrics, such as the ones in Core Web Vitals, into consideration more.

 

Stay Tuned!

This planned update is a big step towards ensuring website’s produce pages that users like, and is something we’ll be exploring in much more depth next month.

 

Did we miss anything?

If there was anything else that happened in May that caught your eye, feel free to tweet us at upriseUPSEM, email us at [email protected], or simply send us a message through our contact page. We’d love to hear from you.

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The Drum Awards Winners 2020

The Drum Digital Advertising Awards Europe Winner 2020

We won at the 2020 The Drum Digital Advertising Awards!

There’s no disputing we are in the strangest of times right now, but we received an email in April that cheered us all up greatly. We were delighted to find out that we’d made it to be finalists for not one but two digital advertising awards in The Drum Digital Advertising Awards Europe 2020.

Last week, we found out that we won both awards, officially making Uprise Up a multi award-winning digital marketing agency! The categories we were nominated in are Not for Profit and Most Effective Use of Data.

We’re honoured to be recognised by The Drum Digital Advertising Awards, as they value data-driven work that showcases best practices in the current digital landscape. Data is at the core of everything we do at Uprise Up; it’s used at every step of a campaign to drive continuous improvement and achieve great results. We’ve operated in charity sector since Uprise Up was founded and it’s considered to be one of our specialities. We work with a wide range of charities to ensure their message reaches the right people at the right time.

To win ‘Most Effective Use of Data’ we were up against some industry giants: ITV plc, Wavemaker CS, RAPP UK, Code, Permutive, Infectious Media, Captify and MiQ, Dentsu Aegis Network. Our work on the Charity Benchmark impressed the judges with its innovative thinking, which has helped form a dynamic data community in the charity sector.

 

Not for Profit

On this digital campaign we worked alongside Catalyst, a marketing and advertising agency that specialises in charities and NGOs. Together, our work with UK national charity for homeless people, Crisis, helped increase donations through a targeted digital marketing ‘Crisis at Christmas’ campaign.

 

Crisis facebook ad

 

The campaign successfully cut though the digital noise of the busy Christmas period with Uprise Up and Catalyst delivering a multi-channel digital campaign with impressive results. Catalyst provided all creative assets used in the campaign. With these creatives and a combination of paid social and programmatic display advertising, our tactics resulted in over 48,000 donations with a value of over £2,600,000. This is a growth in revenue of 125% from 2018 to 2019; building on the vast improvement already achieved the previous year, since Uprise Up took over the digital campaign in 2018.

Through continuous testing of audiences, creatives, placements, formats, images and copy, we achieved significant improvements in performance throughout the campaign. Our testing was a contributing factor to the results we achieved, which included driving cost per acquisition (CPA) down by over two thirds through the duration of the campaign, which enabled Crisis’ budget to go further and help more people.

 

CPA Improvement, 2017 vs 2018 vs 2019

Graph showing improvement in CPA across Paid Social and Programmatic 2017-2019

The campaign resulted in a record Christmas fundraising campaign with Crisis attaining its highest ever amount of online donations.

For more information, you can check out our Crisis Case Study.

 

Most Effective Use of Data

We work with CharityComms, the membership network for communications professionals working in UK charities. This network aims to raise the standards of communications across the third sector and help member charities efficiently use data.

Working on a pro-bono basis over the past two years, Uprise Up created The CharityComms Digital Benchmark, a benchmarking tool which has enabled over 70 charities to pool their digital data. This allows them to compare and evaluate the results of their digital activities and compare their marketing efforts to those of other participating charities across the UK. This data is accessible through a dashboard which offers a simple view of complex data.

The Digital Benchmark has helped, and continues to help, charities to:

  • Judge digital success
  • Identify realistic targets for their digital output
  • Identify weaknesses in their marketing efforts
  • Use insightful data to allocate their digital investment
  • Compare their performance to other charities

As a result, over the past two years participant numbers have shot up by 70%, with over 70 charities using the Benchmark. It’s also been rated good or excellent value for money by 84% of participants. Some of the participating charities include Age UK, Barnardos, NSPCC and Shelter. A full list can be found on the CharityComms website.

By pooling all the data from the charities and setting up effective tools to interrogate the data, Uprise Up and CharityComms have helped form an enormous data community in the charity sector.

We’re very excited to know we get to don our evening wear for a virtual award ceremony at the end of the month! You can see all the nominees here. A massive congratulations to everyone that was nominated or received an award, there was some tough competition to beat. And a big thank you to everyone who’s worked on either project with us. These awards were team efforts and we’re proud to work with you all.

 

Want to talk?

If you’d like to find out how we can help your organisation with outstanding results we’d love to hear from you so do get in touch. Our MD John has also just written a great blog about marketing during Covid-19.

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Google Ad Grant Timeline

Google Ad Grant Timeline

With Google constantly making changes and updates to their Ad Grant’s programme, we’ve created a timeline to highlight all of the major events and updates – including the introduction of the Ad Quality filter and the change to policy criteria. We will be updating this post as and when any new details are announced.

17th Oct 2018
Quality Filter Update

Another large quality filter update. It gets worse. Similar to the April update, we saw a 25% fall in clicks on average, and a huge (30%) CTR jump. Clearly, total impressions also fell hugely, showing the Ad Grant ads are simply just not being shown as much as before.

 

21st Aug 2018
Support Update

Uprise Up become a Google Ad Grants Professional agency.

 

23rd Jun 2018
Support Update

Google announce Ad Grants Certified Professional Community.

 

24th Apr 2018
Quality Update

There was a large adjustment to the quality filter. We saw a substantial drop in clicks and a corresponding increase in CTR.  We wrote a useful blog in May summing this up in the context of being 5 months on from the changes (https://upriseup.co.uk/ad-grants-policy-changes-5-months-on-what-needs-to-improve/)

 

1st Jan 2018
Policy Update

The Ad Grant policies announced in December became live from this date.

 

14th Dec 2017
Policy Update

The new Ad Grant policies were announced on this date. These consisted of major new requirements for all Ad Grant accounts. The most notable new policies include:

  • A minimum CTR requirement of 5%
  • Restrictions on the keywords allowed to be used
  • Technical requirements based on how an account is structured

 

1st Aug 2017
Quality Filter Update

First notable tweak to quality filter. This was the first sign that the quality filter was not a simple constant function and can be tweaked. On this date we saw a noticeable (although small compared to later updates!) drop in impression share across all Ad Grant accounts.

 

Jun 2017
Quality Filter Update

Quality filter announced and first applied to Ad Grant accounts.

The aim of the quality filter is to essentially determine a minimum quality threshold that Ad Grant ads need to pass in order to be shown. This was said to be in response to the fact that Ad Grant ads tend to be of a lower quality than regular Google Ads accounts.

You can read more about this from our blog at the time (https://upriseup.co.uk/adgrants-quality-filter/)

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New AdWords Experience – The Journey So Far

Google Search

The New AdWords Interface: 10 Months On

Back in May last year we wrote a blog on the announcement of the ‘New AdWords Interface’. 10 months later here is an update on our thoughts so far. Since last year Google have been slowly rolling out their New AdWords Interface to improve campaigns, save time and gain actionable insights, but our team here at upriseUP aren’t 100% sold on all the changes!

I’ve decided to provide an AdWords update for those who might have missed some of the cool (and maybe not so cool changes) being made.

If you want to know more about how paid search campaigns can transform your business, please email us at [email protected].

 

All About The New AdWords Interface – What Features Are New?

The new AdWords interface has a number of exclusive new features that aren’t available in the previous AdWords interface please see the chart below:

2018 has shown some big changes in the world of Digital Marketing and adapting to the new AdWords interface is going to be a huge task for continued success this year.

The new AdWords experience promised to make our lives easier: it introduced friendlier native reporting within the AdWords interface, cool new tools like promotion extensions, and an objectively easier way to navigate from campaign to campaign, ad group to ad group, and keyword to keyword.

The reality is, change is mostly met with criticism, and when the old AdWords interface officially sunsets this year, the outcry could be fierce. But, that interface has more or less been around since 2008, which is an insane amount of time for something in the tech world, especially a Google product. In short, the new interface is going to be disliked – but with some time, not only will we get used to it, but it likely will be significantly more powerful than the decade old interface we’re currently familiar with.

 

Some Big AdWords Interface Changes

Overview

When you first pop open the AdWords interface, you’ll be taken to the Overview/Home tab:

At first it was a little overwhelming to look at and would give you lots of criteria for keywords, ad groups, and campaigns. Once you get used to this view you can quickly visualise some top-level data in your account.

From here, you can select the dropdown arrows in tabs to add additional or varying lines to the graph. Which allows you to add up to 4 metrics (increased from the standard 2)

You see a quick overview of biggest changes and campaigns – which I find useful.

Further down, we can quickly visualise our top spending keywords, see what search terms and words triggered the most ads, what devices are contributing to our success, and what our most shown ad is. We love this!

The left is a super helpful native analysis that will make it easier than ever to isolate search terms to make your AdWords accounts more granular.

At the bottom of the Overview page, you can see how you’re performing per network and see what times and days you’re having success. But, most interestingly, you can also easily see your overall auction insights. Watch your competitors and see how you can perform better in the AdWords auction with insights.

 

The Time Window

Another important change is the improved time navigation window.

 

You’ll find it in the top right, so not much has changed there. But I promise it can do cool stuff (two things, in particular). First, it’s now scrollable, so it’s easier to navigate a few months back without having to type in the date range you’re looking for (but this is still an option if you prefer).

More importantly, how many times have you wanted to look at the “Past 90 Days” of history, but you were stuck with “Past 7,” “Past 14,” and “Past 30”? Same here! No more, as you can now change the date range in the bottom left of the menu to be 90 days up to today, or whatever other date range you want.

 

The Navigation Bar

In the old interface, your campaigns, ad groups, etc. were displayed left to right near the top of the screen. When you think about the layers of an AdWords account, you think about: Campaigns contain Ad Groups, which contain Keywords/Targeting/Ads, which are triggered by Search Terms.

You’ll see that the new left-hand layout of the navigation bar flows more logically, with account level information (Overview) at the top, Campaigns and Ad Groups in the section below, while targeting options and ads are in their own self-contained sections below. So, perhaps, it’s not all bad — just different and will take a little time to get used to.

As logical as this new interface layout may seem, there are some downsides. Table Appearance and Filters: They Just Don’t Pop like they used too!

 

How the interface looked before with filters.

 

 

How the interface looks now with filters. The Visuals in General: Just harder to read!

 

Outcome so far

Google has made a lot of changes to the AdWords interface that PPC managers are just beginning to discover and benefit from. While some features (such as Maximize Conversions and other automation opportunities) are designed with busy business owners in mind, others are just the kind of tools performance marketers need if they want to stay ahead of the PPC game.

Basically, gradual progression, people can get used to — but busy PPC managers/executives find themselves having to learn and get familiar with an awful lot while still trying to provide the best service to their clients. Although big changes can create big buzz, sometimes your users prefer “baby steps” over a big leap. I know I do.

Please do let me know your thoughts on the new interface, the good, the bad and the ugly! We would love to hear your thoughts on how you are getting on with it? As always if you have any questions on anything digital do get in touch or say hello on Twitter.

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Keyword Insertion: Is Relevancy Really In The Eyes Of The Beholder?

Keywords

An Experiment into Improving Ad Performance Using Keyword Insertion

Keyword insertion, or dynamic keyword insertion as it used to be called, is a feature of AdWords that can be used in ad headlines to increase relevance to the users search query. One of the features that we’re most excited about here at upriseUP is the fact that using keyword insertion increases relevancy and dramatically increases your ads performance.

 

How Keyword Insertion Works

With keyword insertion in place in a headline, whenever a user performs a search, the keyword that triggered your ad to show is placed into the headline. The example Google use is if you sell chocolate you might set up a headline that reads Buy {KeyWord:Chocolate}. If Dark Chocolate is one of your keywords, the headline would read Buy Dark Chocolate. For more information on keyword insertion and how to set it up see the Google support.

 

The Question

By using keyword insertion in your headlines, you can create a seemingly personalised ad, resulting in increased ad relevance, increased quality scores, lower actual CPC, improved ad rank… you get the idea. They are great.

However, equally relevant to the above example is an ad without keyword insertion where the headline Buy Dark Chocolate and Dark Chocolate as a keyword. What the user sees is the same ad, the question is would Google preferentially choose an ad that it deems “more relevant” because it could insert the users query into the title? What better way to test that than by using Google’s experiment feature?

 

The Experiment

What I created is a single keyword ad group (SKAG) with an exact match keyword and that keyword featuring in the headline. I kept everything but the headline the same between the experiment and the original to ensure a fair test. In the original I left the headline as plain text and in the experiment replaced the keyword in the headline with a keyword insertion. Given that the only keyword in the ad group is an exact match keyword, any time it could be triggered it would insert the keyword into the headline.

The end results to the user is the exact same text, the only difference is how it got there. With the traffic split 50:50 between the experiment and the original, Google will enter each ad into the auction the same amount of times since they are essentially the same ad, right?

 

The Results

What actually happened is that despite the ad being the ‘same’ in the eyes of the user, the Google algorithm preferentially entered the ad using keyword insertion rather than plain text. The ad using keyword insertion generated a statistically significant increase in number of impressions and clicks, as well as an increased click through rate (although not a statistically significant one!).

 

Key Takeaways

However, there are situations to be aware of where keyword insertion into a title would not make sense and might make the ad read strangely, so each situation needs to be looked at critically. But in terms of getting your ad seen and clicked on by more people, keyword insertion is a valuable tool.

The key takeaway here is that by implementing keyword insertion you can increase your ads relevancy in the eyes of the algorithm without it changing in the eyes of the user, which can only help improve your ads performance.

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Cross Device Remarketing & Tracking In Google

Cross Device Tracking

Why is Cross Device Tracking So Important?

Well right now you’ll be reading this blog on a phone, tablet or desktop computer. Research from GlobalWebIndex shows that, on average, the typical digital consumer owns 3.64 connected devices and the average British household now owns 7.4 internet gadgets, as well as a YouGov survey showing that 11% of households owning three or more tablets. With devices now outnumbering people, accurately tracking across all them has never been more important!

Research from Go-Gulf shows that 80% of consumers bounce between gadgets and cross device tracking is a way of identifying these users across multiple devices. In Google, this means that if someone is logged into their Google account across their phone, tablet and laptop, they can be tracked across all of them.

74% of marketers said matching customers across multiple devices was one of their top priorities. We agree as it is important to know the step-by-step journey of a single user in order to get a more complete picture of their whole user journey and online persona. This can help you to optimise accordingly and improve your marketing strategy.

More specifically, it allows you to identify users who have visited your site on one device and then retarget them on different one, as well as allowing a more encompassing ad strategy that follows users across devices, targeting them with the most relevant ad on the most appropriate gadget for that user or ad content.

From May 2017, “remarketing Audiences created in Google Analytics will be enhanced to automatically take advantage of new cross device remarketing functionality now available in AdWords and DoubleClick. This will allow you to reach your customers across devices when using Google Analytics Audiences… With cross device remarketing in AdWords and DoubleClick, if someone visits your website on one device, you can now reach them with more relevant ads when they search or browse on another device”

This is great news as it’s estimated that 40% of online transactions involve multiple devices along the way, and so being able to remarket specific ads to an individual user across their mobiles, tablets and laptops, and  build a marketing strategy around these users and their behaviour is really valuable.

For example, a user might start their journey by visiting your site on their mobile and viewing a product, you can then remarket them with a relevant ad for that product on their desktop during their lunch break, and then remarket to them again on their tablet in the evening if they have bought that product with an ad about a complimentary product. This strategy works well on Facebook but is only now available for Google now that cross device remarketing is available.

Since 67% of people have used multiple devices sequentially to shop online and 25% of all cross device transactions completed on desktop started on a smartphone, being able to track and adapt marketing strategies for this kind of behaviour can increase conversions, helping you to better optimise campaigns and retarget more effectively in the future.

Cross device tracking and remarketing isn’t only important for advertisers. 87% of consumers see value in being recognised with personalised experience across all devices and I have to agree. Being able to serve even more relevant ads can only help create a more seamless experience for consumers.

Also, the opportunity to reach the right users is bigger as you can target them on different devices at the right time. If there is no cross device remarketing and someone originally visits your site on desktop but then only uses their mobile in the evening, your ad wouldn’t be shown to them. But this problem is now reduced.

It also limits overlap and overserving of ads as one person (logged into their google account across all their devices) is now considered one unique user, rather than potentially two or more depending on whether they are on their mobile, tablet or desktop. This means if someone visits your site on their mobile, desktop and tablet over the week, your remarketing ads won’t bombard them on all devices constantly, thinking they are 3 separate users who have visited your site. It will know they are one user  and so you can cap how many times they are shown your ad.

There is a downside to cross device remarketing as it only works for those logged into their Google account across their devices. Therefore, anyone without a Google Account, or not logged in, cannot be tracked.

In this way, Facebook certainly keeps the advantage as people tend to remain logged in when using social media, making cross device tracking and remarketing more effective. However, since Google claim that approximately 60% of people are logged in when browsing, and with an estimated 1 billion Gmail users alone worldwide, there is still a considerable number of people being tracked and cross device remarketing is a step in the right direction for Google.

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YouTube Nonprofits Programme – New Opportunities

YouTube Nonprofits programme

YouTube for Non-profits

As we posted recently, Google Ad Grants have now become part of a larger programme called Google for Nonprofits. As part of this development, Google have also rolled out their YouTube for Nonprofits Programme to UK shores, which had previously only been available to users in the US.

 

New YouTube Donation Cards

As we all know, video is a growing and incredibly engaging medium. This very exciting development means charities can now add ‘donation cards’ to their own YouTube videos so viewers can donate directly from a video by clicking on a ‘card’ that appears as an overlay.

 

YouTube Nonprofits Programme

 

Even better, charities’ own supporters can also use the card on their own content to drive donations. This is especially good news for charities given the strength of fundraising when it comes from supporters to their own networks.

This functionality, for any YouTube user to add a donation card has only been available in the US since January 2016 so is relatively new even there. To see the cards in action watch Google’s own YouTube video.

 

How to Sign Up

Firstly you need to enrol for the Google Nonprofits Programme. Once approved you have the option to enrol in YouTube for Nonprofits, alongside other tools including G Suite for Nonprofits  (previously Google Apps for Nonprofits) and Google Earth Outreach.

All you will need to provide is your YouTube Channel ID and if you don’t already have a YouTube channel you can very quickly and easily set one up.

 

How It Works

All donations are made via the UK charity: Charitable Giving, who then distribute the funds with Google whilst covering any processing fees (in the US donations are distributed on a monthly basis). At the moment, donations made this way aren’t eligible for Gift Aid but Google states it hopes to enable that very soon.

Although we’ve not tested it yet, it should be possible (and indeed in Google’s benefit) to keep these donation cards in place on videos which are also used for YouTube TrueView Video Ads (the skippable video ads that appear before monetised content). This would drive donations without trying to take the viewer away to your website and could have excellent potential to boost results of video advertising for charities using paid AdWords accounts.

 

Things to Consider

As with everything there will be downsides and the major one will be that charities won’t be able to harvest the donor’s valuable details if they donate via a YouTube card. This aside, we do recommend eligible non-profits sign up to the YouTube Nonprofits Programme, if only to allow others to use the charity’s donation card in their own video content.

This is all very new and not without glitches! When I tried to add a donation card to my own YouTube video very recently (as a general YouTube user) the donation card was not an option, but given a little time this could be a very useful development to harness and we look forward to trying it out.

If you are interested in finding out more about YouTube advertising or applying for Google Nonprofits we’d be delighted to hear from you. Do get in touch at [email protected] or give us a call.

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Ads Appearing On Fake News Sites – Should You Be Concerned?

Fake News

Ads Appearing on Fake News Sites

 

The Times & The Sun’s leading story two days in a row have been all about how ads from charities and government funded programmes are being shown on fake news websites. This has obviously caused outrage and shock, with newspapers claiming that this is costing the public money, as well as arguing that ads appearing on fake news sites are funding and promoting those sites.

Whilst we have stringent checks in place and are vigilant when it comes to where our client’s ads are show, it is an almighty task to prevent ads appearing on fake news sites, especially when new sites are popping up all the time, and so it is a valid concern. So how can something like this happen? Is it as disturbing as it seems at first glance? How can you prevent this?

 

How This Can Happen

There have been accusations of digital marketing agencies purposefully promoting ads on fake news sites, as it is often cheaper and so gives them lower cost inventory (although this would cause contextual harm). However, we believe that the more likely reason for ads appearing on fake news sites is rather less scandalous and is all about how ad targeting methods work.

When you use broad targeting methods it means that your ads may show up in unexpected place. In AdWords, there are five main approaches to targeting and any of them can land you in hot water if you don’t keep a close eye on them:

 

Remarketing

This involves showing ads to audiences that have already visited your website or performed an action on your website. However, if a person who visited your site then visits a fake news page (whether intentionally or by accident), then your ad could follow them to that page if there is space to advertise on it. And so, with this targeting method, the placement of your ad is directly affected by where on the web your target user is going.

 

Demographics

This method is very similar in that your ad will follow the person (this time based on their age, gender or whether they are a parent or not) and so if you target men between the ages of 35-44 and one of them happens to be viewing a fake news website, then the ad targeting that person could show up on that site.

 

Keywords

You can input keywords which then can target either webpages or people with interests that are relevant to those keywords. If you include a keyword that is in anyway related to content on a fake news site (and fake news sites include a wide variety of content, so it is not unlikely that this could happen), then that ad could show on that fake news site.

 

Topics

This will target any webpages that contain content about a specific subject of your choosing. If you choose the Politics topic, then it is possible that your ad will show up on fake news sites concerning politics.

 

Placements

This is the one targeting method that would not be affected by this because if you are choosing specific webpages for your ad to show, then the only way it can show on a fake news site is if you add that site yourself.

 

Just by looking at the targeting methods, you can see how easy it is for ads to show up on webpages you might not expect or want them to show. But does this mean that advertisers are not responsible for where their ads are showing? Certainly not. There are things that an advertiser can do to avoid, or at least minimise to risk of, ads appearing on fake news sites or other undesirable sites.

 

What Advertisers Can Doadwords site category options

One way in AdWords to prevent your ads appearing on fake news sites and other questionable websites is with Site Category Options. These allow you to exclude sites, content or ad placements where you don’t want to show your ads.

It is easy to forget to utilise these if you are new or unfamiliar with AdWords because you must manually select them after you create your Campaign. Also, they appear at the bottom of the page and the phrase Site Category Option does not make it immediately obvious what its purpose is.

However, once you know about them, they are essential for many advertisers, especially those working with charities and government funded programmes, to make use of. The most important Site Category to consider excluding is Sensitive Content. Excluding options in this category means that your ads should not show on sexually suggestive sites or sites relating to death, crime, profanity, etc.

Whilst this may not specifically help stop ads showing on all fake news sites, it certainly would stop them showing on the more extreme ones or from general sites that you, as an advertiser, wouldn’t want your ads to show on.

Another way to stop your ads showing on unwanted sites is with more specific exclusions based on the targeting methods I mentioned earlier. For example, you can exclude keywords that could relate to fake new, or you could exclude the topic News.  However, it becomes difficult in the case of fake news as excluding topics and keywords relating to news can limit your audience and stop the targeting of relevant people and websites (e.g. BBC or Daily Mail).

Advertisers can also check all their placements to ensure that fake news sites are not appearing. Again though, it is problematic, especially with bigger companies with lots of media spend (which means their ads could be showing on thousands of placements). It seems unfeasible to check every single placement to make sure it is acceptable.

And so, if advertisers can’t 100% guarantee that they can stop ads appearing on fake news sites and other websites, then what can be done? Who is responsible for preventing ads showing on these sorts of sites?

 

Are Ad Networks At Fault?

This isn’t the first time issues have been raised about ads showing on fake news sites and fake news showing up on other sites. In November of last year, Facebook & Google faced mounting criticism on this, with Google promising “we will restrict ad serving on pages that misrepresent, mis-state, or conceal information about the publisher, the publisher’s content, or the primary purpose of the web property”.

This has been an ongoing problem and one that companies, like Google, have been trying to resolve. Ad networks have a responsibility to continue to improve their restrictions on immoral and unsavoury websites. With these systems in place, the problem is solved at its source and advertisers can feel more reassured.

 

Our Commentary

Very few companies or advertisers would purposefully want their ads appearing on fake news sites or any sites that are untrustworthy or potentially damaging to their brand image, it just doesn’t make sense. It is much more likely a case of companies not restricting or double checking where their ads go, as well as advertising platforms not restricting, or being able to fully restrict, ads from appearing on fake news sites.

However Government funded programmes forget to select ad restrictions or Google finding it difficult to stop ads appearing on fake news sites doesn’t have as much of a ring to it as the newspaper headlines we are seeing at the moment, such as Public cash paying for growth of fake news and Taxpayer cash used to fund fake news as we reveal government adverts appear on dodgy American websites and Are big brands funding terrorism fake news.

Accusations of brands or digital marketing companies purposefully wasting money (even taxpayer’s money) in media spend seem unfair and unsubstantiated. Why would they want to waste money, deceive their employer and damage their brand? For every unethical ad agency that has tried to do this, there are so many others that are doing their job properly, which is to show ads to the most relevant audience.

In order to uphold and protect your brand and image, you must be vigilant and check your targeting to ensure, as much as you are able, that your ads are going where you want them to go, and restricting them from going where you don’t want them to go.

 

Sites To Watch Out For

After doing some research, we have compiled a list of fake news sites that you may want to exclude from your Display activity. There are lots of these sorts of sites around, and more are popping up all the time, so it’s good to constantly keep an eye on your placements. However, this list should help give you a head-start and stop your ads appearing on some of the more prominent fake news sites:

  • drudgereport.comfake news unidentified source
  • breitbart.com
  • celebtricity.com
  • trueactivist.com
  • americannews.com
  • disclose.tv
  • mediamass.net
  • news33.eu
  • worldtruth.tv

 

If you have any concerns about this or would like some help with your display ads, then please get in touch.

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AMPing up mobile page load speed…

Mobile Page Speed

Accelerated Mobile Pages (AMP)

The attention of web users is hard enough to grab on a desktop display, and now as mobile web overtakes desktop as the most common user interface, the attention of the mobile user has to be taken into account.

The processing power of a mobile device is much less than a laptop or desktop computer but more and more frequently people use their mobiles and tablets for information. Every time a webpage takes too long to load and the user bounces from the webpage, that site loses a visitor, the advertisers lose an impression and everyone loses the opportunity to earn any money.

The good folks over at Google HQ realised this was an issue for everyone on the web – most of all the user who expects fast, reliable content anytime on any device. After discussion with content providers, publishers and companies, Google announced an open-source project called ‘Accelerated Mobile Pages’ or AMP. The aim was to streamline UX across the web, and especially on content rich pages with video, graphics advertising.

The importance of this functionality is paramount on pages like BBC breaking news, or the live commentary of a sports game. When news and information is updated in real-time across a multitude of devices, the framework for that delivery has to be robust enough that no user is disadvantaged and no updates are delayed.

Google released an official blog introducing the AMP changes that can be found here, AMP also have an extensive FAQ section on their website which covers a lot of information about purpose and implementation. To give you an idea of scope, the companies below are just a handful that listed as publishers of AMP.

AMP companies

So how will this impact digital marketing and online advertising?

A report from Google/SOASTA found that 40% of consumers will leave a page if it doesn’t load within 3 seconds, but it also found that in July the average retail site in the US loaded in 6.9 seconds. This friction between service and user expectation only hurts digital advertising and online business. The report continues with two key findings regarding conversion rates on mobile pages; the more elements on a page, and the number of images present. Google define pages like this as ‘heavy’, leading to cumbersome load times and a slow user experience, it was found that sessions with converting users had 38% fewer images that those non-converters.

The full google report can be found here, and continues with a section on bounce rate factors and another with action points for the mobile marketer.AMP blog logo

 

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Micro-Moments Presented by Google

Targeting your Customers and Signing their Journey Down the Sales Funnel

On 24th November, Uprise Up were delighted to host a Digital Marketing Masterclass together with our friends at Google and Web-Clubs aimed at supporting businesses in the South East.

This event provided real insight into the latest technologies available and how best to use them to drive revenue and is tailored to Marketing Directors, Managers and key decision makers who are setting strategies for 2017.

Digital is now established as the most effective marketing channel and as companies look to boost Christmas sales and set a digital strategy for 2017, we will share our knowledge of the opportunities available and discuss how companies are able to take digital marketing to the next level.

Google’s own Philip Nairn will presented on ‘Micro Moments’, detailing how to target audiences with pinpoint accuracy and sign their journey through the marketing funnel to a sale. The tools and techniques available are now incredibly sophisticated and digital marketing is now by far the most cost effective means of delivering new customers to your door.

What are these ‘Micro-Moments’?

Google describe Micro Moments as:

“Mobile has forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our decisions and preferences. After analysing data, researching and talking to real people, we have some insights to share”

What are they Really?

Basically, mobile has overtaken desktop for internet usage (including using search engines) people don’t store everything in their heads and then look it up when they get to their desktop, they look for things on the move as and when they think of them – on their mobile. Micro Moments gets companies messages to their audiences at this time.

What did we discuss?

Quite a lot! Uprise Up presented on a number key techniques and tools for delivering results with digital marketing mainly:

 

 

In addition, Anthony, MD at Web-Clubs provided an overview on effective email marketing campaigns.

About the Presenters

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John Onion

Managing Director, Uprise Up

John is a specialist Digital Marketing Consultant with over fifteen years’ industry experience. John started his career in the commercial sector, working for major media planning and buying agencies on clients including BT, Intel, Barclays and Canon. Realising that traditional agencies struggled to respond to the constantly shifting digital landscape, he created Uprise Up to focus on the growing needs of clients.

Anthony O’Sullivan

Managing Director, Web-Clubs

Anthony has been with Web-Clubs since it first started back in 2000 and has experience in all aspects of digital marketing. As email accounts first began to appear in the consumer & business mainstream around this time, both he and Web-Clubs effectively became forefathers of email marketing as we know it today. Web-Clubs currently manage over 3.5 million members across their Club portfolio.

Kapwom Dingis

Head of SEO, Uprise Up

Kapwom, head of SEO at Uprise Up has a vast background in technical and on page SEO with years of experience working with well-known brands such as Krispy Kreme and Bon Voyage Travel. Since working with Uprise Up he has been involved in the strategic implementation of SEO tactics to improve the organic performance of several clients’ websites.

Philip Nairn

Relationship Manager, Google

Excited by all things Digital (and Google!) Phil looks after a selected number of advertising agencies, helping them develop their AdWords offering even further. If he isn’t in-front of a computer, you will normally find him on a mountain somewhere escaping technology for the weekend.

Download Presentations Here

How to find us

Partners

  • Bing Partner
  • CharityComms Corporate Partner
  • FSB Member

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