Posts Tagged ‘e-channel search’


Grasso To Present Latest Trends in Search Marketing

June 28th, 2011 by belinda@e-channel.com.au

Frank Grasso, CEO of e-channel Search will be presenting an evening seminar this Wednesday the 29th of June as part of the Australian Marketing Institute’s local seminar and networking activities.  Taking place in the charming and historic ‘Armoury’ Building behind the South Australian Museum, Grasso will deliver a comprehensive 45 minute presentation focusing on the latest trends and developments within the fast-paced, search engine marketing industry. 

Grasso’s 45 minute presentation covers the very latest on producing optimal search marketing campaigns, focusing on high quality score, industry trends and developments, web analytics and SEO.  Registration and complete event details can be found on the Australian Marketing Institute website; http://www.ami.org.au/Events/States/Details/marketing_seminar_adelaide_june.asp

 

 


e-channel Search Announces Key Appointment

May 17th, 2011 by belinda@e-channel.com.au

nickdanenberg.jpg Dr. Nick Danenberg

e-channel Search announced today the appointment of Nick Danenberg in the position of Research and Strategy Development Manager.

 

Previously Group Brand Manager with Dulux AcraTex and Senior Research fellow with Ehrenberg-Bass Institute for Marketing Science at the University of South Australia, Danenberg has over 15 years’ experience providing marketing, advertising and branding consultancy to high profile international organisations such as Coca Cola (UK), MARS, Mitsubishi, Highland Distillers (UK) and John West. Danenberg also holds a Doctorate in Marketing, was an undergraduate and postgraduate lecturer with the University of South Australia and highly sought after presenter at academic and industry marketing conferences both locally and internationally. 

Frank Grasso, e-channel Search CEO comments “I am delighted to announce Nick as part of the e-channel Senior Management development team.  His extensive knowledge of Marketing, Consultancy, Management and Strategy Development will be invaluable in taking e-channel Search to the next level in its proposed growth strategy.”

 “Nick will be working closely with the executive team on e-channel’s Research and Development strategy and will play a significant role in expanding the business as it reaches its next level”.  Nick will begin the role with e-channel on the 30th of May, based in e-channel’s Adelaide head office.  e-channel Search is an internet advertising agency specialising in Search Engine Marketing for online consumer goods and services in Asia Pacific, the US and Europe.

http://www.newsmaker.com.au/news/8899 


Asia Pacific Now Second Largest Travel Market, Poised for Online Growth

May 16th, 2011 by belinda@e-channel.com.au

Asia Pacific (APAC) is now the second largest regional travel market worldwide, surging by 17% in 2010, surpassing the US.  The report released by PhoCusWright last week (www.phocuswright.com/store/1608), attributes the travel growth to a stronger economy and growth in key emerging markets.  Asia Pacific grew faster than all other regions, with the market poised for significant online growth.   Rising internet growth and a shift towards internet purchasing will help propel strong double digit growth in Asia Pacific’s online travel market through 2012, when gross bookings are predicted to reach $70.6 billion.  e-channel CEO Frank Grasso comments on the increase in online travel bookings “we are seeing more and more travel and hotel organisations approach us to undertake their paid search marketing”.  “It is evident that APAC online budgets are on the rise, as companies take advantage of the increases in online bookings and the increasing value of internet advertising.  Companies are pushing marketing budgets towards paid search to remain competitive.  We are receiving more enquiries from emerging APAC countries such as India and China, who are recognised by PhoCusWright as driving growth across the region”.Grasso goes on to point out the benefits of paid search “Online marketing offers discretely measurable results for advertising spend and is one of the only channels to do so.  This combined with the influx of new users to the internet and the rise in hours spent online by existing users, creates an environment where growth in the online travel advertising space will continue as predicted by PhoCusWright”.


Australian search advertising expenditure hits record levels

May 10th, 2011 by belinda@e-channel.com.au

The Interactive Advertising Bureau (IAB) released its Online Advertising Expenditure Report (OAER) compiled by PricewaterhouseCoopers (PwC) this week, showing Australian online expenditure for the first three months of 2011 totalled $601 million – the largest ever Q1 record.  Search achieved a record Q1 performance, recording a 23 percent growth year-on-year.  Search and directories now accounts for 54.2 percent of the overall online advertising expenditure, representing $326 million.e-channel CEO Frank Grasso comments “it is evident that Australian online budgets are on the rise, as companies see the increasing value and advantages of internet advertising.  Developing a paid search strategy and pushing marketing budgets towards search is what savvy advertisers need to do to remain competitive”.  Grasso points out the benefits of Search “Online marketing offers discretely measureable results for advertising spend and is one of the only channels to do so.  This, combined with the influx of new users to the internet and the rise in hours spent online by existing users, creates an environment where growth in the online advertising space will continue”. 

“For e-channel, IAB’s study reinforces where our company needs to be, making us optimistic in achieving our growth strategy, both locally and overseas”.

http://www.newsmaker.com.au/news/8826


How to change your domain name without affecting Quality Score

May 9th, 2011 by Guy Wayland

We recently uncovered an issue which nearly saw a client lose page rank and consequently Quality Score.

 

After recently having a company domain name change, this client set about redirecting pages from their old domain to their new domain name.  What we discovered were temporary 302 redirects existing for a few of their web pages, a 302 redirect is a ‘temporary redirect’, bringing across ‘0’ ranking power.  Google does not confer any page weight to these pages, and it appears they also penalise ad Quality Score.

 

Upon discovering this issue, we promptly suggested changing the redirect by utilsing a 301 redirect, instead of a 302.  The 301 redirect is permanent that is, the URL requested is no longer valid, and will exist at the new location from now on.

 

The ideal solution when moving to a new domain is to 301 redirect all the old pages to their equivalent page on the new domain.  There are many types of redirects available, and the primary redirect used by practically all software and scripting languages is a 302.

 

The key point is that a 302 redirect is a temporary redirect, that is you need to check back, whereas a 301 redirect is permanent, that is that the URL requested is no longer valid, and will exist at the new location from now on.

 

A 301 redirect, whilst far from foolproof, is the “best available solution” to maintain the old pages, ‘off page’ benefit, such as PageRank, link popularity and anchor text, which will otherwise be lost.

 

In order to achieve the best result, a spreadsheet outlining the old and new pages should be created, that lists the old URLs and their equivalent new URL, and, upon launch, put in a 301 redirect from old to new.

 

If you have far too many pages to redirect, then at the least, refer to your analytics for the last 2 months and look for the pages providing 90% of the SEO traffic and then ensure those pages are mapped to the new pages of the site.

 

The client’s Quality Score is now back up between 7 to 10 (previously 1 to 2s).  The Quality Score, CPCs and CPA will continue to improve over the coming weeks as the account gains more history.  Positive effects have also been seen as more of our client’s pages are coming up in organic search.  This will progress as Google index the site, driving more traffic and signups organically for them.


Google Shopping is here, Aussie retailer’s take note!

May 5th, 2011 by belinda@e-channel.com.au

Yesterday, Google launched Google shopping in Australia.  Accessible on the Google search page, the retail shopping site allows online retailers to advertise their products on-line, enabling shoppers to search for products, compare prices and read reviews.  Good news for Adwords advertisers with the ability to add product extensions to their ads. Frank Grasso, CEO and Founder of leading Australian internet advertising agency, e-channel Search comments “the launch of Google shopping is fantastic news for the Australian retail industry.  This is all the more reason for Australian retailer’s to get on board with digital marketing.  If Aussies retailers don’t take advantage of these opportunities, the consequence will be losing shoppers to offshore retailers”.  Grasso goes on to comment on the associated benefits to paid search. “With Google shopping providing Adwords advertisers the option of using product extensions with ads, shoppers view ALL related products from the retailer’s site.  Therefore improving retailers search campaigns by increased click through rate (CTR) for ads with product extensions”.With the growing number of Australian’s turning to the web for shopping, it is imperative for Australian retailers to have a significant online presence or run the risk of losing business to offshore competitors.


Strong Growth Leads to Employment Opportunities at e-channel Search

May 2nd, 2011 by belinda@e-channel.com.au

e-channel is offering several new employment opportunities as the company continues its increased expansion into Australia, Asia and the rest of the world.  Benefiting from a strong third quarter, e-channel Search is currently seeking staff in the areas of Research and Development, Search Engine Marketing and Business Development, expanding their team in both Sydney and Adelaide. 

e-channel’s CEO Frank Grasso comments, “Our third quarter results reflect a very nice start into 2011.  With the number of Australian and international clients increasing, it has resulted in significant growth to our business, allowing us to expand all areas of our company”.  Grasso also gives recognition to the e-channel staff and technology; “e-channel’s strong customer service focus, and award winning patented software DynamicCreativeTM has positioned us well, to service clients in any global location and to expand our business base at a national level.” 

 “We have added several large clients to our existing customer portfolio and look forward to working with them in maximising their paid search results”. 


Are you ready to ride the retail superhighway?

April 7th, 2011 by belinda@e-channel.com.au

Frank Grasso founder of e-channel Search and developer of patented technology, DynamicCreativeTM will take attendees on a fast ride along the retail superhighway at the Sydney SMX online marketer Conference Series and Expo this month, April 14.Grasso will address the changing landscape for today’s retailers, as iconic brands such as Borders and Angus and Robertson close their shopfronts, and Google and Yahoo thrive.   He will provide some valuable, leading-edge information which is pivitol to marketing professionals who want to develop a winning Paid Search strategy.  Grasso will leverage his vast experience in search engine marketing and consultation with some of Australia’s leading online goods and service brands.  A Champion writer with Digital Ministry, avid blogger and highly sought after speaker, Grasso most recently presented at PhoCusWright in the US, one of the world’s largest travel innovation summits.  The presentation can be viewed here; http://www.echannelsearch.com/In addition, Grasso will make a second presentation at SMX Sydney, on ‘Large Volume PPC Tactics & Strategies.  Educating brands on the right way to handle thousands of keywords, fluctuating inventory and landing pages.  Grasso’s smart automation presentation saves marketers both time and money, enabling competitor differentiation and significant improvements for Return on Investment.e-channel’s Head of Search Guy Wayland will present at the SMX Boot-Camp with his talk on Keyword Selection for Pay Per Click campaigns.  Looking at how to perform keyword research to get the best results for your Pay Per Click campaign.


e-channel Awarded Patent, Now Hungry for Global Market

February 7th, 2011 by belinda@e-channel.com.au

e-channel Search has been awarded a Patent as a result of its research and development into new search engine PPC software, Dynamic CreativeTM.  The award winning software, works by taking a direct XML feed from a client website to produce live, dynamic ads that match inventory levels. 

 

The Australian Patent was granted after e-channel Search CEO and founder, Frank Grasso invested more than ten years of research and development into Dynamic CreativeTM before successfully deploying it within a number of Australia’s largest companies, including Flight Centre, one of Australia’s largest on-line search spenders.

 

After e-channels recent success in the US at the travel innovation conference; PhoCusWright, (visit www.e-channel.com.au to see the presentation) e-channel gained trials with two of America’s premier travel organisations.  This follows e-channel’s vigorous entry into the US market, targeting; airlines, hotel chains and online travel agencies, after immense success in Australia and Asia.

 

Due to Dynamic Creative’sTM ability to create highly targeted and relevant ads, it drives the most relevant and targeted customers to click on websites, providing better conversions, and taking searchers straight to the appropriate landing page.

 

 If  a searcher requests ‘flights to London’, Dynamic CreativeTM generates a live ad, providing a price corresponding with the airlines current inventory levels, ie. ‘$999 flights’.  It also displays an expiry date within the ad, ie. ‘Offer ends November 30’.  As the searcher clicks on the ad, it takes them straight to the landing page of the offer.  When November 30 rolls around the ad will delete itself, or if the airline sells out of flights at the $999 price, the ad will be automatically deleted. 

 

The intuitive software works successfully with any product category, subcategory or item on a website, allowing search advertisers to perform very sophisticated mass marketing campaigns in search engines. 


Google Ad parameters (previously Live Ads)

December 7th, 2009 by Linnea Natt och Dag

On the 24th of November 2009 Google announced a new feature in its v2009API, called Ad parameters. Ad parameters enables you to change numeric information such as prices, discount percentages, inventory level, etc. within an text ad in real time, while keeping the history and statistics associated with the ad.


Before Google launched Ad parameters Adwords users had to delete the old ad and write a new one every time they wanted to update information such as price or quantity in their ads, resulting in the ads losing their Quality Score and performance history.

The announcement of the launch of Ad parameters was no surprise to e-channel search. In fact, we have been working with Ad parameters (previously known as Live Ads) for several months while it was in beta test. We are absolutely thrilled to see it graduate from beta.

Ad parameters is now an included feature in our propitiatory campaign management software, Dynamic CreativeTM, enabling the software to automatically build and update dynamic ads.

Below is an example of the type of ads we can create with Dynamic CreativeTM:

Hong Kong Flights

Fly from Sydney to Hong Kong for $521,

Act Now, Only 5 Seats Left.

www.flyflyfly.com

The results speaks for themselves, by including Ad parameters in the ads the CPA for one of our largest clients active in the travel industry has decreased by 69%  at the same time as the CTR has increased by 600%.

 

 




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