Articles Tagged with: google

Google Partners Summit Update – 2018

Last week, my team and I were fortunate enough to attend the 2018 Google Partners Summit and hear about the forthcoming changes to the Google Marketing Platform, the rebranding of Google Ads, and what’s in store over the next few years.

Here are my key take outs from the day, and things that brands should be looking into:

  • Machine Learning (making machines that learn to be smarter) as a greater focus than Artificial Intelligence (the science of making things smart)
  • Using free open-source platforms like TensorFlow will help anyone develop frameworks around Machine Learning
  • Here is a great 3-minute clip showing how machine learning can be learned by anyone and used for everyone
  • Google’s recent rebrand has seen them dramatically realign their products to 3 x simple stages:
  • The recent rebrand and merging of products and services into these 3 x areas is designed to provide:
    1. Simpler Experiences
    2. Better Results
  • The Partners program has now been drastically aligned, so that Certified Agencies can now only be one of either:
    1. Google Partner (which we are)
    2. Google Marketing Partner
  • The fear over machines writing copy and taking our jobs – is not going to happen. At least yet.   See a computer try to use AI to create recipes / ingredients: HERE
  • Every time I hear someone say ‘The customer funnel is dead’, I tune out and know that they have no idea what they’re talking about, and are rehashing other people’s ideas.
    • NOTE: The customer funnel is NOT, and NEVER will be dead.  The thing that has changed, is the touch0points brands can use to engage consumers.  These, are now increasing and brands need to choose where to play…
  • Here’s an example of things customers are doing while they’re shopping online.  Brands – take note…
  • Smart Shopping campaigns are killing it.
    • If you are selling products with inventory, and AREN’T on Google Shopping, speak to us today – you need to get on this, pronto.
  • The average speed to load a page on mobile is…15.3 seconds.
    • And, if you are selling online, you can see what impact this is having on your conversion rates HERE
    • Page Speed is also now impacting organic search results…
  • We can now offer cross device reporting
    • So if your customers are browsing on mobile, and then purchasing on Desktop, attribution modelling and conversion optimisations can now take this into account
  • We generally include 3 x things in our reports to clients:
    • Observation (what we see)
    • Implication (what this means)
    • Recommendation (what we should do)
      • It was surprising to hear how many Agencies can’t understand the difference between Data and Insight.  Huge rap and shout out to our team – keep kicking those goals and delivering insights!
  • Finally, if you’re feeling creative… try connecting these 9 x dots with 4 x lines

7½ Reasons You Should Bid On Your Brand Search Terms In PPC

One of the most common remarks we hear from clients is “I’m on the 1st page of Google – I don’t need to bid on my own brand.  Right?”  


I mean sure, you don’t have to – and from the outset it might seem to make logical sense.  People have searched for your Brand.  They’re going to click through.  

Why would you pay for a click when you have someone looking for you in the first place?  Some say it’s just a vanity metric, and has no impact on your results.

Google and Bing – only 2 of the highest placed purveyors on the subject – have previously weighed in on this matter in separate reports where they detail that:

  1. By bidding on your brand terms, you can increase your clicks by 89%, and;
  2. If you aren’t bidding on your brand terms, you could be losing up to 50% of your click yield.

There’s a few solid reasons as to why these stats matter, and why you should be bidding on your brand terms.  In fact – there’s 7 and a half.

1. Hit The Gas – Speed Up The Purchase


So many options – catering to every need.

As we mentioned earlier, Google conducted a study on what would happen if your Branded Search Ads were paused – and they resoundingly found that “over 89% of the ads clicks are incremental, in the sense that the visits to the advertiser’s site would not have occurred without the [Brand] Ad Campaigns.

You can read all about it here.

Users that search for your brand, are low in your customer sales funnel.  

They’re already aware of your brand, they’re likely to be educated on it, and they are now either at consideration, or even better, at the action phase of their purchasing decision.

Make this decision easy for them.  

In fact, you can make this purchase cycle even faster by generating instant customers with a “Click to Call” phone extension.

2. Send Users To A Specific Landing Page

So now that you know that these prospects are low in the funnel, you can assume that they’re weighing your product or service up against your competitors.  

What’s going to tip them over the line?

How about advertising that Exclusive Offer or your seasonal promotion?

Again, it’s all about speeding up the purchase journey.

Send prospective customers straight to a specific Landing Page, it’s a great opportunity to highlight any offers you have.

Why don’t you take advantage of Foxtel’s “Special Online Offer”?

3. Control Your Messaging

In all likelihood, your SERP (Search Engine Results Page) results are the result of your Meta tagging and detail coded in the back end of your website.

This means that when someone searches for your Brand, Google is going to pull that data (which you’ve updated for SEO) and present that to them.

That’s good and well, but it may not be the right message you want to provide the market at that specific moment in time.

With Paid Ads, you control the messaging, and you can communicate exactly what you want to say, without it affecting your SEO.

There’s also that added benefit that – in the rather unfortunate case of that bad PR disaster that happened – you can hide any negative perceptions or news on the brand is hidden below the fold, so it’s only that dastardly scrollers that see it.

Did you know that Coca Cola No Sugar is here? You do now…


Let’s not even go here…Push it down the page already @Pepsi!

4. Extending The House

Probably one of the biggest advantages of Branded Search terms, are Ad Extensions.  

You know right – those little highlighted links under your Ad.


  1. A great way to direct people to a certain part of your site (see Point 2)
  2. Completely customisable by you (don’t leave it up to Google’s Organic results – See Point 3)
  3. Awesome for calling Brand Promotions or USP’s out like “Free Delivery” or “Open 24/7”
  4. Super easy for people to call from (especially now with the high Mobile usage amongst consumers)
  5. Able to provide reassurance by highlighting customer testimonials and reviews.

Point me in the right direction, I may just go straight there

5. Location, Location, Location

If you live in Sydney, you know that every 3rd conversation generally comes around to real estate.  

Where are you looking?  How big a place do you need?  When will the market ever come crashing down?  

Well, by bidding on your Branded Search terms, you get more real estate on your SERP page.  

Your page generally has a lot of information, it could have your business’ location, a Shopping feed, site links, reviews, the list goes on.

At the top of all of these – are Paid Ads.

Think of it as just putting on an extension to the house.  you’ve now gone double storey.  

6. Defence Is The Best Offence

If you’re in a competitive market, chances are that your competitors are bidding on your Brand.

If they’re smart, or have read this Blog Post, they’ve likely got a special deal going on to entice would be customers of yours to go and visit their site for a better deal.

One of the ways to combat this behaviour, is to get on the front foot, and dominate your Branded Search results.

Woah… That’s quite a competitive space.

7. Boost Your Average

As we all know, Google rewards you as an advertiser for having a good Quality Score.

Well, Branded Search terms will generally have the highest Quality Score of all your campaigns.

This is because people are down the funnel, the Ads have a high CTR, your Ad Relevance should be on point, and your Landing page experience will generally meet expectations.

By having a high QS for your Brand terms, your Account QS will improve, therefore your other campaigns can benefit and come down in cost simply by being associated with a quality campaign.

What’s the ½?

So, this should never be a reason to do anything, but there can be no denying that your branded terms are a super cheap and cost effective driver of traffic.

Of all your AdWords campaigns, the Brand Campaign with it’s high CTR and high Quality Score will be one of the cheapest Campaigns you run.  

It’s also going to be one of the highest converting campaigns you run.  That’s just a measure of where it is in the funnel.  

In Summary

So there you have it, 7½  comprehensive reasons that you should be bidding on your Brand terms.  

If you currently aren’t bidding on your Brand Terms, I can understand the hesitation in suddenly putting budget where you think the return won’t be generated, but – at least test it – see what effect it has on overall traffic to site, and weigh up the pro’s and con’s for yourself.

Do you currently bid on Brand Terms?  How have you found it?


Cover Image by by Jordan Whitfield on Unsplash

What I Love About Google Chrome


What I Love About Google Chrome.

Surfing the internet whether for work or play has become increasingly easier over the past few years.  Where there used to be one or two web browsers you would consider using, we now have numerous choices each offering different advantages.

Google Chrome Web Browser

Web Browser Usage History

As far back as 2012 when Chrome was first widely acknowledged as the leading web browser I stood true to Firefox and resisted temptation to switch browsers.  Only when I entered the Mac ecosystem was my loyalty to Firefox truly questioned and I moved onto Safari.  However, with the ever-widening gap between Chrome and other browsers the time had come to dip my toe in the water and see what the differences really are. 

After using Chrome for a mere few weeks, here are two immediate differences and advantages I have picked up which have transformed how I use my internet browser.

1. Application Library

The applications that you can find using Chrome are vast and highly useful!  Whether it be organising day to day tasks, or creating infographics, I’m able to quickly and easily find the pages I want to get to.  All this, with it kept neatly in the browser.

Chrome also has the added benefit of being able to keep the Chrome App Launcher in my dock on my Macbook, I don’t have to waste time switching from one open application to my web browser.

2. Sync With Multiple Devices

The main benefit I have found with using Chrome is the ability to sync my devices across the web browsers.  Coming home on the Tube stuck what to make for dinner, I searched the net and stumbled on a recipe I liked.

I went on my way to the supermarket, opened my browser, and bought the ingredients.  Once I got home, I turned on the iPad and pulled up my chrome browser, in front of me was the web page I was looking at on my mobile 5 minutes ago.

Having my devices synced and updated has saved me time between devices opening browsers, searching for things I had previously, and also providing a quick reference to jog the memory and history of past search previously.


The burgeoning popularity of Chrome is hard to ignore, with it’s current upward trend, it could surpass 50% of the browser market by the end of this year.  The other browsers are sure to respond with advanced features and strategies to combat Chrome’s growth, but what those will be is anyone’s guess.


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