The last presenter of this session was Aisling Blake of Interactive Return with a case study on Europe's biggest online B2C Banks - RaboDirect. She talked about how dynamic keyword insertion has worked well in their PPC ads, and how branded search queries really follow their TV ads. She also recommended doing PPC ads, even if your brand has strong organic results, as it's a reconfirmation of the strength of your brand and prevents others from bidding and leeching your customers. She recommended looking at less expensive niche terms, as those longer tail terms are less expensive, and carry less competition. RaboDirect also has had great success by responding to events, such as the current problems in the UK banking industry. They've also done well with link baiting, which has been helped by the quirky image of the brand. … [Read more...] about SMX London Coverage: Search Marketing for Financial Services
London community foundation
Another active month for the team and this time it was Andrea lacing up his trainers to take part in the Shine Half Marathon. With some help from Builtvisible he raised a total of £640 for Cancer Research UK. The world’s largest independent cancer research charity, Cancer Research UK conducts research into the prevention, diagnosis and treatment of the disease. Funded largely by donations from the public and supported by the efforts of volunteers, their mission is to bring forward the day when all cancers are cured. … [Read more...] about Our year in charitable donations
There’s been a great deal of speculation on what this means for businesses, advertisers and users alike, with many postulating that the top-of-the-page paid search is going to become even more cutthroat (and expensive), organic listings will be pushed even further off the first SERP (Google will start to show four ads at the top instead of three for “highly commercial” search terms) and that Product Listing Ads will gradually take over the SERP (PLAs are still allowed on the right-hand side). … [Read more...] about Google kills Right Hand Side Ads: what does this mean for marketers and users?
Unfortunately, many people don't sustain their efforts and then claim that Twitter doesn't work for them. In my opinion, and based on my experience with Twitter, I believe you can start gaining traction at a few hundred (real) followers. But you still won't gain a lot of traction (and experience a lot of engagement) until you build a larger and stronger following within your niche. That takes time, and there's no way around it. … [Read more...] about At 25,000 Tweets: My Thoughts About Twitter, Its Users, Business Impact, Advertising Obstacles, and Future