JortK.nl » seo

The Google Way of handling advertising companies

JortK — Tue, 27 Apr 2010 00:54:16 +0000

As the advertising industry has grown and evolved, so too has our relationship with advertising agencies. These companies, from SEMs to the largest traditional agencies, play a critical role in the continued success of Google, our advertisers and our industry — so we spend a lot of time talking to agencies about how we can make it easier for them to work with us and our advertisers.

We’ve had a lot of great feedback from agencies and today we’re announcing changes designed to offer them better training and more rigorous certification in AdWords proficiency, and to lower costs for those who help advertisers get the most out of AdWords. We’re also making it easier for advertisers to find certified agency partners to work with them on digital advertising. Here’s an overview of what’s changing today.

Raising the bar for Google AdWords Certification
We’re retiring our long-standing Google Advertising Professionals (GAP) program and replacing it with a new Google AdWords Certification program for those managing AdWords accounts on behalf of advertisers. The new program provides agencies and their employees with more up-to-date, comprehensive, strategy-focused training and certification on the latest tools and best practices for managing AdWords accounts, including:

New training materials to help agencies better understand recent changes in search marketing and AdWords functionality, available via webinar series, learning center, or on-site training at Google
More challenging certification exams to test practical application of knowledge and best practices (rather than simple recall of knowledge)
Advanced-level exams to highlight competency in search, display, reporting and analysis
A redesigned Certified Partner badge, which includes a “Click to Verify” element so advertisers can view the partner’s profile page for additional information.

For more information on the AdWords Certification Program or to create an account, visit the Google Certification program site and help center.

Helping advertisers find Google Certified Partners
Google Certified Partners can opt in to Google Partner Search, an online, searchable directory that helps advertisers identify Certified Partners that meet their criteria. Small and medium-sized advertisers who haven’t previously used an agency have told us that evaluating potential partners can be a daunting task, so we think Google Partner Search will be especially valuable for them.

To show up in advertiser searches through Google Partner Search, agencies must opt in and fill in details about their core attributes and capabilities. Searches can be filtered by location, agency experience within a particular budget range, the types of services provided and the industry verticals an agency serves. Advertisers can then evaluate the list of Certified Partners that meet their criteria and contact the partners who seem best suited to their needs. To learn more about Google Partner Search, visit the help center.

Introducing preferred AdWords API pricing
The Google AdWords API allows developers to build applications that interact directly with the AdWords platform. Agencies and developers of search engine marketing tools use these applications to manage large AdWords campaigns more efficiently and creatively.

Today, we’re announcing preferred AdWords API pricing. This gives qualified Google AdWords Certified Partners who manage client AdWords accounts free use of the AdWords API based on managed client spend. To apply, agencies must have an active agency profile page and be compliant with the AdWords API terms and conditions. We’ll evaluate applications for preferred AdWords API pricing based on the criteria listed here.

We hope preferred AdWords API pricing will encourage agencies and developers to experiment with new strategies, expand the functionality of their tools, and build more comprehensive client campaigns without worrying about increased costs. You can learn more about preferred pricing and how to apply at the preferred AdWords API pricing site.

We’re looking forward to receiving feedback on all of these initiatives and to continuing to improve our partnership with agencies.

From: The Google Blog

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Can I exclude certain words from Googlebot?

JortK — Fri, 23 Apr 2010 08:20:56 +0000

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Should you crowdsource your SEO via the internet?

JortK — Wed, 07 Apr 2010 10:46:06 +0000

For many businesses, SEO is a black hole. Lots of stuff goes in, and almost nothing comes out.

There are plenty of reasons for this: executing an SEO effort requires the right strategy, a solid commitment and adequate human and financial resources to get the job done.

Search Engine Strategies conference in New York

JortK — Sat, 20 Mar 2010 13:13:29 +0000

From: the Analytics Blog

The Search Engine Strategies conference is next week in New York, and googlers from search, AdWords, AdSense, YouTube, Google Analytics and Website Optimizer will be there in force. We’ll have a large booth where we’ll be demoing the coolest new features from any and all of our products. Come by and say hello, and also be sure to attend some of the Google sessions.

Of special note, 4:45pm on Tuesday where Sissie Hsiao, a senior product manager on Google Analytics and AdWords, will be launching something really cool at the “Getting the Most Out of AdWords Features & Tools” session. We can’t say any more, but we think you’ll like it. I’ll also be talking at the same time at the “Deep Dive Into Analytics: When Bounce Rate No Longer Floats Your Boat”. Choose one of them and you can’t miss.

Also – a must-see is the keynote on Day 2, given by our very own Avinash Kaushik. Here’s the blurb about his keynote:

Be Awesome: Ideas for Approaching Search Analytics Differently
Click through rates, page rank, conversions, page views are all sweet. Yet they rarely scratch the surface of the true opportunity of search and subsequently quantifying the true impact of this massively data driven ecosystem. In his keynote Avinash will share specific ideas you can execute to find the audiences you crave online and use data to ensure that you are getting highest possible ROI. Keyword trees, yes. Attribution analysis, sure. Monetizing the long tail, got that. Micro conversions, yep. Bring an open mind.

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At what level is nofollow honored?

JortK — Wed, 17 Mar 2010 11:11:59 +0000

Click here to view the embedded video.

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Is it possible to serve Googlebot a page without ads?

JortK — Tue, 16 Mar 2010 20:43:36 +0000

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Should I block duplicate pages using robots.txt?

JortK — Thu, 11 Mar 2010 17:05:27 +0000

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Does the PageRank of Twitter profiles matter?

JortK — Wed, 10 Mar 2010 20:38:28 +0000

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Should we create a mobile version of our site?

JortK — Tue, 02 Mar 2010 20:48:48 +0000

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Use ad rotation to prevent banner blindness

JortK — Thu, 25 Feb 2010 09:11:41 +0000

How exciting! You just had a graphics designer create ten new banners for your site. Next you wanted to see which of these banners drew the most attention. You quickly setup a few ad campaigns across facebook and a few high traffic sites. After pulling out the bad performers from the good, you now have an idea which banner you are going to use for your next ad campaign and media buying.

In the beginning your banner ads are doing great, then slowly tank off in the coming weeks and aren’t performing that well after a few months. But why? You spent the time to do the research, test different banner ads and see what people were clicking. The problem is your banner is becoming invisible to site visitors… better known as “banner blindess“.

I see this all too often. Not only on ad campaigns, but also from direct advertisers. If you are going to run a long ad campaign, it’s crucial to change your banner ad often and prevent banner blindness. One of the best ways to do this, is by setting up a simple ad rotation. Instead of providing the site with a hard link to your image ad, create a script that will rotate several of your banners instead.

I recently talked with the Director of Marketing at affiliate.com and he setup a new ad rotation for his banner campaigns for this site. Not only was I excited to see a new rotation of banners to drive traffic to his network, but also for the visitors of this site as well. As blog readers and visitors to any site, you want to see relevant content, but not always the same banner ads.

If you have any active ad campaigns, be sure to change up your ad creative or bring implement a new ad rotation. WordPress has two ad rotation plugins that you can setup within minutes. Both are free and are called WPads plugin and Ad Rotator plugin.

For anyone not using WordPress, when you search Google for “banner ad rotation“, you are given a wide variety of java scripts, self hosting and paid hosting solutions for ad rotation.

Thanks to: Zac Johnson

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