GOOGLE // Google Display Advertising

What is the Google Display Network?

1. Millions of Placements
2. Robust targeting options
3. Advertise in smartphone apps 
4. Launch video ads (high data costs but experiential)
5. Easily deployed within Adwords

Benefits of Google Display Advertising: 

1. Awareness
2. Reach the people who are not already looking for you (not actively searching)
3. Potentially a less competitive environment
4. “Feed” your customer funnel

Consider the different customer types!
Watching Youtube videos
Using apps on smartphones
Browsing content pages
Shopping on tablet
What websites do they hang out on?
What are their interests?
Consider the different customer types of Bob’s bike shop…
Weekend Riders
Racing Enthusiasts 
Weekday Commuters 

Why Google Display Advertising?

1. Feed more search traffic
2. New, more creative ad opportunities 
3. Quick, cost effective brand building
4. Sophisticated targeting, low risk options 
5. Easily deployed within Adwords

How does the Google Display Network work?

1. Google AdSense
Websites, blogs, publishers
Really broad reach based on specific interests

2. DoubleClick
Real-time marketplace partnered with the Google Display Network for buying and selling advertising

3. Youtube
TrueView In-stream 
TrueView In-Display

Multiple Ad Formats 
Standard Text Ad
Rich Media Ads
Image Ads on Content Pages
Video Ads
Like Box – When someone hovers – a bit of a qualified lead
Youtube Mast head in lightbox
Hover to Play ads 

GOOGLE // Google's Advice on How to Optimize Your Website

I attended the Google Engage Conference in Cape Town in November, and they had some great, clear cut tips on how to optimize your website. 

• Confirmation. I find this is especially true with advertisements pointing to your website. If you are advertising a specific service only to be taken to the home page, you will likely be disappointed.

• Speed. If a website is image heavy and has a long load time, chances are people will be unimpressed regardless of the content.

• First Impression. There are so many bleh websites and you don't want to be one of them! You need to have a strong initial presence to capture peoples' attention.

• Branding and site purpose. This one speaks for itself! If your branding doesn't convey a strong identity, viewers will likely feel indifferent towards it. This can be turned around with a great designer and a beautiful corporate identity.

• Design. The adage "deeds not words" could just as easily have been "design not words"! Design speaks volumes, and reflects the core values of your company. Is it sleek sophistication you are after? Want to underscore your technical abilities? Use design to convey what seems disingenuous to explain.

• Visuals. Shutterstock images are an absolute no-no, as are pixelated or blurry ones! Demonstrate your professionalism with quality visuals - particularly larger banners.

• Text. We all know text is good for SEO. HTML5 is challenging with text being displayed as images, but its worthwhile being aware of this. If you aren't a wordsmith, there plenty of freelancers willing to help you out.

• Call to Action. The fastest way to not illicit a reaction out of someone is to not ask for one. If your first banner is a striking one which prompts users to click / call or change something - don't be afraid to ask.

• Value Proposition. Be clear about how you/your product can add value.

• Persuasion. Be sure of what you are selling, and sell its benefits to the consumer in a strong, succinct way.

FACEBOOK // Facebook, the Uncool Cousin

When did Facebook become less cool than the Mad Dogs get up you used to so proudly rock? Probably somewhere between your mom signing up and the familiar flood of “I said Yes!” relationship updates. Or was it the flurry of complaints followed by “#firstworldproblems” and the endless holiday snaps to make their desk-bound “friends” jealous?

Of course, your younger brother was the first to migrate to Instagram, posting his Go Pro snaps to the trendier network, sans the Share to Facebook option. And platforms like Whatsapp and Snapchat are far more sacred channels to share goss. There has been a marked increase of LinkedIn activity in the older generation – with the vision of the platform slowly being acknowledged and embraced by its user base. If Facebook could help you network with business colleagues without being subjected to cringey corporate events, it could be in for a revival. But after several years of Facebook being a pivotal player in “Proc Soc” as we used to call it in varsity (Procrastination Society), it would be hard to rebrand as much else.

Yet the speculation about the demise of Facebook (in particular user figures) is met with great surprise - typically by the late adopters and disappointed brand managers. But how can a platform possibly sustain the growth that Facebook has seen – surely market penetration is inevitable?

Of course, it’s not as cut and dried as “video killed the radio star”; but no doubt the relevance of Facebook has been brought under question. And their efforts to beat this have been well documented – what with the purchase of Whatsapp and the proliferation of cooler, hipper platforms.

To be honest, the most useful function these days is the aggregation of offbeat news articles and well, there are better apps for that. That’s not to say that Facebook faces any kind of imminent redundancy though – but even with its constant updates, it’s hard to inject newfound enthusiasm into the user base.

Certainly Facebook fatigue may have onset prematurely for myself, having worked with brands on the platform (not to mention its advertising interface). It might not be #socialsuicide just yet but it certainly be seems to be heading that way.