I know it’s almost been a month since Oprah was in Sydney but I’ve only calmed down from the all the hysteria now to be able to write about my date with Oprah.
On Tuesday 14 December 2010, my sister and I were among the 6,000 people who descended upon the Sydney Opera House for the afternoon taping of The Oprah Winfrey Show.
As we sat upon our blow-up cushions on the Opera House forecourt, Ross Wilson sang “Eagle Rock” before the crowd went wild for Oprah, who appeared brightly in an orange Collette Dinnigan dress.
Oprah’s guests included Bono, Keith Urban, Nicole Kidman and Olivia Newton-John, but the highlight was of course Hugh Jackman on the flying fox. What an epic fail of a dramatic entrance. Good thing they cut filming, because the audience did not know how to react.
Being a part of the afternoon audience meant that we had the hindsight of knowing that the morning audience all received necklaces. So when Oprah announced that everyone in the audience was receiving a diamond necklace (from Rio Tinto) as a memento of the event, everyone started screaming as if Oprah had let loose a box of bees. A man sitting in front of us even turned around to say, “I know I’m a man, but I’m really excited too!”
In a show dedicated to Australia, it was inevitable that there was going to be some cultural cringe. And the winner of the most cringe-worthy moment had to be when the show ended with the Qantas Choir singing “I Still Call Australia Home” with the help of Hugh Jackman, Keith Urban, Nicole Kidman (remember this?), Olivia Newton-John and even Russell Crowe.
There’s a good chance that the $5 million spent by Tourism Australia on “Oprah’s Ulitmate Australian Adventure”, as well as the extra millions spent on promoting Australian holiday packages in the US, Canada, UK and New Zealand as the Oprah episodes go to air, will translate into greater tourist numbers in Australia. Even before the episodes have even aired, Oprah’s visit has apparently generated $14 million worth of mostly positive exposure in the US. I don’t know how that number was generated but it seems like good news for Tourism Australia. But then again, I only have a communications degree, so what do I know?
Understanding the opportunity of advertising on the Google Content Network
Launching a campaign on the Google Content Network gives you opportunity to reach another very targeted audience; often in a very different consideration phase than users on the search network. In competitive verticals like insurance, travel or finance, CPCs on the search network are high and it’s difficult or costly to remain visible. The Content Network is a great tool to build brand awareness targeting users with both Image and Text ads, extending your business’ message in a manner not possible through the search network. More impressions on the ever expanding content network, means competition and cost are often lower than other online channels. Using the Google Content Network to compliment other online marketing efforts can help lower overall costs and maximise business exposure.
Introducing the Contextual Targeting Tool
The Contextual Targeting Tool, can help build tightly themed keyword lists for campaigns to run on the Google Content Network. When you enter words or phrases in the Contextual Targeting Tool, the tool suggests a set of keywords related to your terms, and groups them into themed ad groups. Currently the tool is only available to a limited number of advertisers and agencies, however, data can be accessed though your Google account manager. Hopefully we will see this available to all in early 2011.
Content Campaign – Planning and Setup
Content Network campaigns should always be kept separate from Search Network campaigns. Here are some things to consider when setting up your new Google Content campaign:
- Set a daily budget. Make sure this is set conservatively in the beginning, then increase over time. There are a huge number of impressions available daily on the content network, so it’s easy to spend a lot in a very short time.
- Try different ad formats to see what works best for your business. Depending on your business’ objectives and available budget, there is a lot of choice. See all ad formats: https://www.google.com/intl/en_uk/adwords/select/afc/ads.html
- Make ads catchy and interesting. Remember, users are not searching for your products as with Search. So your ads need to stand out. Compelling, attractive and well-written ads will capture a users interest and provide a valuable experience.
- For local products, offerings or location specific services, consider geo-targeting. It’s applied in the same way as it is on the Google Search Network.
Content Network – Keyword Themes
Start by creating keyword themes. Identify keyword themes you would like to target; this will be the basis of your content ad group. Here’s an example of how a theme of keywords for a content ad group could be set-up
Identify keywords that are likely to be mentioned on a website when a user is reading about “Travel Insurance.” Google recommends that each ad group use 10 to 20 keywords in any given Ad Group. Don’t try fit too keywords into each group, just create another ad group, even if it seems too similar. To help discover and build keyword themes, use the contextual targeting tool, if this is not available to you within AdWords, other great resources including: Google’s Wonder Wheel and other search engine that use clustered search results.
Displaying the Right Ads
The quality of advertisers ads is extremely important on the Content Network. The objective when advertising on the content network is to effectively capture and engage users who are not actively searching for your product. Therefore, the message must be clear and should help pre-qualify users. An ambiguous or misleading message will result in a poor brand experience and will waste your money.
Setting Bids
There are a number options when bidding on the Google content network. The two most common are CPC and CPM but CPA bidding is also available. This can be set under campaign settings tab > Bidding & Budget. CPA bidding will only be available once your new campaign has history including a significant number of conversions recorded.
As a general rule, start conservatively with your CPC and CPM bids. You can increase them over time if you are not getting enough clicks / impressions. For CPA bidding, be generous in the beginning. Take the CPA from Search Campaigns and add 25% to it. This will be a good starting point. As the system achieves your goals, you can lower the CPA target to increase profitability
Optimising your Content Campaigns
Excluding / Managing Sites
A Placement Performance Report will give insight into all performance metrics of websites where ads were displayed in a Content Campaign. Usually ads wont appear on a site for long if no clicks are recorded, so the best way to measure the success of a campaign is through conversions. When viewing placements select the sites to manage. Exclude by checking the radio button next to the URL then click “Manage Placement and Bid” or “Exclude Placements”.
Negative Keywords These work in the same way in a Content Campaign as in a Search Campaign. They help disqualify any sites mentioning those words to make sure your ads are highly relevant to the sites they appear on.
Content Success
In anticipation of Google releasing the The Contextual Targeting Tool, any of these tips can be applied to improve existing campaigns or used as a guide when setting up a new content network campaign. As with setting up a Search Campaign, the AdWords user interface will guide users through the basic campaign setup process. Google tools mentioned above give more insight and better understanding of the performance of Text and Image based ads across the Google Content Network. AdWords advertisers continue make the mistake of assuming that Google’s Search Network is the same as Google’s content network. Separate content and search campaigns and enjoy the results of a successful content campaign.
It was inevitable. Any news about Christmas shopping mentioned it.
Australians were just not spending as much as experts had predicted. Why not? Was it because in these economically unstable times (what up, Spain?) people are being more cautious about spending and deciding to spend less on superfluous material goods? No, according to Myer, David Jones and Harvey Norman, the drop in Australia’s retail sales is all because of foreign websites selling goods at cheaper prices.
Australia’s biggest retailers are lobbying the Australian government to apply GST to all foreign online purchases or to remove GST from all locally sold goods under $1,000. And in a move that would ensure their message was heard by the right people, they spent $200,000 on buying full-page ads in national newspapers.
Christopher Zinn, campaign director of Choice, stated that Australian retailers only have themselves to blame, with their “high prices, limited range and poor customer service that increasingly encourage people to use the internet.” However, the high prices, limited range and poor customer service you get in store are equally prevalent on the websites of these retailers. Surely it would have been a better investment if these retailers updated their own websites with the $200,000.
A look at the Myer and David Jones sites shows that catalogues get precedence over any user-friendly online shopping experience, and even though it looks like you can, you can’t even buy online on the Harvey Norman site! That’s kind of sad in an age where a twenty-year-old fashion blogger can set up a basic online store overnight using just Blogger and PayPal.
The higher value of the Australian dollar has meant that shopping on international sites has made things cheaper, but the online shopping experience is also much better than on most comparable Australian sites. For example, David Jones is Australia’s leading luxury department store, but its website does not compete with the usability and range of products found on the websites of Barneys, Saks, Nordstrom or Neiman Marcus. The online stores of these American department stores have been operating for many years and it is a wonder that major Australian retailers have been so slow to follow suit.
Myer, David Jones and Harvey Norman also say that untaxed foreign websites will mean the demise of casual and part-time jobs in retail, manufacturing and logistics. But most of us have worked for or know people who have worked for these retailers and know that as soon as the school holidays begin, more hours and shifts are scheduled for the younger kids because their wages are cheaper. So, please forgive me if I don’t believe that you are actually looking out for Australian jobs but are in fact trying in vain to monopolise where Australians shop online. As Bill Shorten pointed out “online retail sales account for about 3 per cent of all retail sales in Australia and it is estimated that between 20 per cent to half of these sales relate to overseas purchases.”
In short, stop complaining and up your (online) game Australian retailers.
Over the last few months we’ve watched Google roll out a host of innovative changes to their organic search results including Google Instant, Places (local results) and Preview. In their continued effort to enhance the user experience (and we suspect keep visitors at their site longer), they have now started to expand the type of rich information (also referred to as rich snippets) they show visitors in their organic search results.
Live Results
The next time you’re dying to know how your team is doing with the latest scores from an NBA or NHL game, jump onto Google to access this information instantly through the search results page. Google is providing live scores and results streamed from the NBA and NHL official websites.
Doing a search for “NBA” or “NHL” now provides a search result for the official website with rich information snippets of live scores, deep links to highlights, standings, news and even ticket information. The user journey is now made quicker and easier to locate the most relevant webpage in a timely manner.
See below the NBA’s version of rich information snippets in search:
Google’s partnerships with these sports associations change the way we see an organic results for Brand terms. This rich information is too hard to ignore where the first result bears a stronger presence on the page than any other result. What makes this more intriguing is clicking on the “show more” link at the bottom of the organic result. The rich snippet drops down revealing the rest of the results and upcoming fixtures in to near future. See below the “NBA” example where the extended version of the rich information snippet drops the other results below the fold leaving only 2 other organic results to compete.
Keeping in line with Google’s algorithm changes and search enhancements to improve the search experience, Google has placed a strong emphasis and importance on brand searches to deliver relevant results to the user. The search landscape continues to evolve and incorporating rich information in a search result gives brands an opportunity to truly stand alone from its search competition.
What this means for businesses?
The rich snippets would help business to dominate their brand presence within the search results. Businesses should expect to find many new applications for rich snippets within the search engines in the future.
To display Rich Snippets, Google looks for markup format, microformats or RDFa markups by wrapping existing data on your web pages with some additional tags. It is important to ensure your site is tagged to utilise rich information. As Google builds and learns how this new information is helpful to users, they will expand on the application and coverage across more sites.
On Tuesday 14 December 2010, my sister and I were among the 6,000 people who descended upon the Sydney Opera House for the afternoon taping of The Oprah Winfrey Show.
As we sat upon our blow-up cushions on the Opera House forecourt, Ross Wilson sang “Eagle Rock” before the crowd went wild for Oprah, who appeared brightly in an orange Collette Dinnigan dress.
Being a part of the afternoon audience meant that we had the hindsight of knowing that the morning audience all received necklaces. So when Oprah announced that everyone in the audience was receiving a diamond necklace (from Rio Tinto) as a memento of the event, everyone started screaming as if Oprah had let loose a box of bees. A man sitting in front of us even turned around to say, “I know I’m a man, but I’m really excited too!”
