Search Engine Marketing News – February 2013

Well, what can we say about search engine marketing news this month…. you may have heard a thing or two about this little thing called ‘Enhanced Campaigns’. Enhanced campaigns has been the main talking point in the industry and will continue to do so for the foreseeable future. I’ll recap on the main changes of Google’s Enhanced Campaigns and other changes that have happened in SEM this month (yes, there has been other news).

Google are giving us more control in our ‘multi-device world’? Brilliant…. oh no, wait!

I’ll admit when I first got the call from Google I was almost convinced (almost!) that the Enhanced Campaign change was a good thing. For some companies/agencies it may be, but not for the majority. Yes, there are some benefits but Google have gone about it the wrong way by ultimately giving us a lot less control.

  • Separate device bidding no longer possible (boo)
  • Tablet and desktop devices are now treated as one with no way of having separate bids for tablet (boo)
  • Mobile bid adjustments are available as multipliers from -100% to +300% at a campaign level (double boo)
  • Ad scheduling possible (woo)
  • Better call tracking (woo)
  • Data on individual site link extensions are available (finally!)

Enhanced Campaign changes have now been rolled out to Adwords Editor, making it easier for us to start making dreaded changes in our accounts.

Other News

Search Funnel Data

Finally some good news! Search funnel data is now available in the Adwords interface. We can now see data on assisting keywords directly in Adwords. It’s a good move by Google as we can see the number of assisting clicks, impressions and conversions without having to go to Analytics. It looks like this is one of the first steps in providing more attribution data, that most of us go somewhere else to find.

Google Penalising Inteflora

Google sent out a big message to advertisers this month by giving Interflora big SEO penalties. Although Google haven’t officially confirmed the penalty, there natural search results took a drastic turn for the worst… This great post by David Naylor shows how dramatic the shift was.

Interflora Rankings Dip

Free Shopping Comes to An End

Google shopping is no longer free to advertisers in the UK (and many other countries). It was good while it lasted here in the UK, but free shopping listings is no more, instead we have to set up product listing ads.

Google’s Unique Searches Drops

Google’s share of unique searches has dipped under 20%. Okay, so it’s still got the majority of searches but it’s slowly losing ground has Baidu, Bing, Yandex and Yahoo are seeing slightly increased global searches. Check out this post from Search Engine Land

Google Removes Not Provided From Webmaster Tools

The next place to not be able to get data on not provided terms was in Google Webmaster Tools. Just another update making it even harder for SEO agencies to explain to clients where there traffic is actually coming from.

So, it’s been a busy month for SEM in February…. roll on March!

How to Make The Most Out Of Your Marketing Internship

Deciding to take up an internship a big choice (it definitely was for me). Yes, you might not be getting paid but the opportunities that await you afterwards are fantastic. So, how do you make the most out of your Marketing Internship (or non-marketing)? Well, read on my friend…

Make the Most Out Of An Internship

Question Things

As an intern you’re sometimes expected to just listen and get on with what you’re meant to be doing. Asking questions is the best way to learn. If you don’t understand why something is done in a certain way, then question it. The worst answer when asked why do you do something in a certain way is – ‘we just do’ or ‘it’s the way I was taught’. You’ll learn so much more by asking questions. Obviously you can ask too many questions, so don’t ask for the sake of asking and try ask insightful, meaningful ones!

Find Out How You’re Doing

Don’t wait to be told how you’re doing, instead ask! One-to-one’s, reviews or appraisals are great to get feedback on how you’re doing and how to develop, but you don’t have to wait until you’re told to find out. It shows that you care and are enthusiastic about developing by asking how you’re doing in your role and how you can develop.

Ask to Learn Different Things

If you’re not quite getting everything out of the internship that you wanted or you haven’t learn about a certain area, then there’s no harm in asking! As long as you don’t make it sound like you’re unhappy in your role, instead that you’d like to expand your skills then you’ll show that you’d like to develop yourself further and what employer doesn’t want that?!

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What University Doesn’t Teach You About Digital Marketing

I’ve been reading a lot of blogs recently from university students doing Digital Marketing courses/modules, while I think it’s great to do a relevant course (and let’s face it’s a lot more interesting than some), it’s only really a good starting point.

Don’t get me wrong, I’m sure these courses teach you the basics about digital marketing and strategy, but I dont think its really a subject that can be taught. 3/4 years experience over a degree should be worth so much more in the industry. Here’s what university doesn’t teach you about digital marketing:

How to Cope With Client Demands & Questions

Why did my PPC campaign overspend? Why have we moved from page 1 to page 2 in natural rankings? How quickly can you get xx done? How can you get me exposure on Facebook tomorrow? These are the types of questions you could be asked by your client (or managers) and you’ve got to be able to think quickly to give answers they want to hear! University can’t teach you to do this; experience does!

How to Juggle Your Time/Priorities

While to some extent going to university will teach you how to prioritise and manage your time to meet deadlines, it’s a whole a different ball game when you start to do it in business. When you’ve got countless number of tasks to do for various clients, this is where prioritising and time management creates a whole new meaning!

How a Panda or Penguin Can Screw You Over

Another thing that I’m sure they don’t teach you at university is how Google’s algorithm updates can affect you. With regular changes with differing affects, it’s hard to keep on top of it let alone trying to update a syllabus around it! But these sort of updates by search engines have a huge impact on businesses SEO rankings so it’s definitely something everyone in digital marketing should be aware of.

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Is Your Digital Marketing Ready For Christmas?

Okay, so I’m usually one of those people who doesn’t think or talk about Christmas until a week before (yes, a scrooge you might say), but it’s hard not to think about it when you work in the marketing industry. It’s so important for businesses to be ready for the biggest spending period of year and with the increase in consumers spending online it’s even more important to be prepared early.

These stats from eConsultancy speak for themselves:

  • 80% of UK shoppers have reserved products online for collection in stores (up from 74% in 2011).
  • 44% of UK shoppers always research purchases on the internet before buying offline.
  • Just 4% never use the internet for product research.

With this in mind, here are a few tips to make sure your Digital Marketing is ready for the madness of Christmas spending and help optimize your campaigns to the max!

Social media

Are you actively pushing your offerings around the Christmas period on all social media channels? If not, why not?! There isn’t a better place to voice your brand and offers. Be that Pinterest, Facebook, Linkedin, Twitter or Instagram, if your customers are hanging out there, you should be reaching those people and engaging with them!


If there was only one month of the year you could make yourself appear on a search engine results page (SERP) then now would be the time. Just having your PPC campaign active isn’t enough though, optimisation is needed so you can make the most of all the searches. These few things are key in increasing your sales: Continue reading