AdWords Universal App Campaigns Outplace App-Install Campaigns

Universal App Campaigns

Thanks to Google AdWords, driving mobile app downloads is easier than ever. Originally the only option on AdWords for an app campaign was their manual app-install campaigns. With the launch of their Universal App Campaigns (UAC) two years ago, things have become even more a breeze. Now, AdWords is moving all app-install ads under the UAC umbrella, putting Google in the driver’s seat.

There are many differences between the two campaigns; however, Google hopes to make things easier for advertisers by giving them less control. With all mobile app campaigns now part of UAC, Advertisers will no longer get to view performance data for many levels or manually adjust their bids. Basically, mobile app-install campaigns allow advertisers complete control over when, where and how to optimize. Starting October 16 Universal App Campaigns are taking over, and advertisers will be able to do nothing but sit back and watch.

Google justifies this transition because 50% of all app downloads are already driven by UAC’s. They say one factor behind this performance is UAC’s ability to bid and optimize against a range of goals. The image above talks about the benefits of Univeral App Campaigns compared to app-installs including reach, relevance, and results. This shift to just UAC from mobile app-install says one thing about the direction Google and other networks are headed, and that is automation, goal-based bidding, machine learning and auto optimization. This should simplify and improve performance on many different levels.

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New Facebook Patent: Augmented Reality Glasses

Augmented Reality

We are just dipping our toes into augmented reality right now with things like Pokémon Go, Snapchat filters, and  Holo. But, companies like Facebook, are working on taking things a step further. Get excited for Facebook’s AR glasses, that are expected to be for sale eventually.

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Facebook ‘Watch’: A New Place for Video

Facebook Watch

YouTube doesn’t have much competition when it comes to original video platforms, with 1.3 billion monthly users. This might all change with the new video watching section added to Facebook, Facebook Watch. Not only will Watch be competing with YouTube, it could also attract Netflix and Hulu subscribers with its original shows. Facebook has the potential to really compete with these other video platforms because of its user base which surpasses all others.

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Don’t Let the Digital Boom Put You Out

Digital Boom

We are very clearly in the middle of a digital boom. This is a turning point in advertising history, where all other marketing efforts are being questioned. Does TV even matter anymore? Do people look away from their phones long enough to notice that billboard? What even works? Well, two companies, in particular, are discussing little changes they are making to stay relevant in this digital boom.

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3 Ways to Optimize Your Website for Voice Search

Voice Search

Here’s a question for you.

If you wanted to know what TV channel will air Conor McGregor vs Floyd Mayweather, what would you do?

In an ideal world, you’d seek an answer from your peers. And if they fail to give one, you’d turn to Google. It’s a safe choice because Google knows everything. The search engine makes it incredibly easy to find the answer to almost any question you could think of. Just type what you’re interested in knowing into the search box and voila, you’re presented with a plethora of credible resources to seek information from.

But here’s something interesting: a significant number of people are bypassing the use of Google when it comes to finding the information they’re looking for.

Instead, they’re asking their phones to find results quickly.

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Facebook No Longer Charging Advertisers for Accidental Clicks

Accidental Clicks

If there is one thing I am certain, it is that we have all accidentally clicked on a post, an account or an ad on Facebook at some point in our lives. What is the first thing we do when this happens? Immediately hit the back button without even looking at the site we accidentally clicked to. Up until now, an advertiser would have been charged even though that click was not significant for them. Facebook is cracking down on these accidental clicks with new terms.

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Heineken Sheds Light on it’s Current Marketing Focus


There has been much talk about what the future of TV will look like. Is TV going away? Well, Heineken seems to be taking its dollars away from TV and into top dogs, Facebook and Google. Their objective is to focus on reaching as many people as possible and they believe digital is the answer. It helps to look at what big name brands are doing to get a clearer picture of where things are headed. 

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Back Back Back It Up: Why Backlinks are Vital to Your SEO Strategy

All marketers should be aware of how important SEO is to your organic and local rankings. About 20% of your SEO efforts will be on-page optimization. So, what’s included in the other 80%?  Well, there’s citations, backlinks, content, mobile, page speed, etc. The list goes on.

Backlinks have always been an important Google ranking factor. As time has progressed and Google has updated their algorithm, they’ve learned to weed the good from the bad. Yes, link quantity is good, but link QUALITY is becoming even more important.

Are you still asking yourself why you should care about backlinks when it comes to SEO? How about this, backlinks are the top 3 of Google ranking factors. Convinced now? Awesome. Let’s dive in.

What are backlinks?

Backlinks, also known as Inbound links, are simply links that are directed to your website. The number of backlinks you have can be an indication of the popularity or position of your website. Google, Bing, and other search engines will give more credit to websites that have quality backlinks. This is because they consider those websites more relevant to the search query.

Notice the word QUALITY above. This is key. Not only should the referring domain having high authority and a high trust score, the site should also be relevant to your industry. Wouldn’t you find it strange if a dog food website linked to a travel site? So would Google.

As I mentioned previously, Google doesn’t weigh all backlinks equally. There are some types of backlinks you want to avoid when working out your backlink strategy.  Article directories, $5 Fiver gigs that promise tens of thousands of backlinks, irrelevant link exchanges. All of these can cause a huge spike in backlinks and Google will see that as spammy black hat tactics and penalize your site.

So, what should my backlink strategy consist of?

  1. Set goals: It can be difficult to prove a link building campaign is successful, even when it hits certain goals. Because of this, marketers have to not only set realistic goals but to make sure that the goals they set are more than build X number of links. The goals need to tie into organizational goals and have a positive impact on the bottom line of the business. Like all good marketing, focus on long-term gains, not overnight quick-wins.
  2. Identify your assets: What is it you’re going to use to attract and get links? Some examples of assets can be blog/article content, products, services, people, and or data. Be sure that the assets you create are relevant to the audience you’re wanting to attract.
  3. Identify types of links you need: Do you need links to your home page? May links to an interior page like a product or service page. You can also have links to keywords you’re targeting.
  4. Identify your sites: make sure you find sites that are not only authoritative but relevant as well. These can be news sites, government websites, educational websites, community websites, charities and other businesses. Remember, quality links so do press releases, reach out to suppliers and sponsors. Tap into communities that your customers frequent (such as Reddit, StumbleUpon, forums, and blogs).

SEO strategies are not set it and forget it. It takes a long time to build authority especially if a site is new. Don’t expect to rank #1 overnight. Want that coveted position 0 on Google? You’ve got to work for it. Stay tuned for more blogs from me on how to rank on Google. Want to learn more about how we can help in your SEO plan? Contact us today.

You Need A F*****G Vacation.

Are you getting burnt out? Be honest. You wake up; shower gets dressed, commute to work, put the time in, commute back, watch tv, sleep, and repeat four more times. Sound about right?

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Facebook Prioritizes Faster Load Times


It may seem like Facebook is constantly updating and editing, well, because it is. This week in Facebook updates we can no longer edit the image of a link post. Not only that, they’ve once again added factors into the algorithm as to what shows up for someone and what doesn’t. If you are trying to send a user to another web page through a link, then you better make sure that web page loads fast. What am I talking about you ask?

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