Posts Tagged ‘e-channel search’
Grasso To Present Latest Trends in Search Marketing
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
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.
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.”
Asia Pacific Now Second Largest Travel Market, Poised for Online Growth
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.
Australian search advertising expenditure hits record levels
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.
“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”.
How to change your domain name without affecting Quality Score
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!
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.
Strong Growth Leads to Employment Opportunities at e-channel Search
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.”
Are you ready to ride the retail superhighway?
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.
e-channel Awarded Patent, Now Hungry for Global Market
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)
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%.