Seasick Steve – Brilliant Integrated Online Marketing

SeasickThe word ‘integrated’ is used a huge amount these days by anyone and everyone in the marketing industry and a lot of the time it doesn’t really mean much at all. However, I saw a superb banner ad for Seasick Steve’s new album this morning and realised firstly how good banners can be and secondly, how good a real integrated campaign can be.

For those of you who have been under a rock (or a rusty ol’ combine) for the past few years, Seasick Steve is a blues guitarist and singer who made his first major public appearance on the Jools Holland show back in 2006. Since then his ‘authentic’ and pared-down music has found favour with a massive audience around the world. I saw him in Hyde Park earlier in the year and was hugely entertained by his sliding, twanging and hollerin’.

Read more

Warm Welcome to Welcome to Scotland

Welcome to Scotland Logo

We’ve been a little lax here in keeping the blog up-to-date with our new clients wins and completed projects, so in the spirit of more frequent announcements, we’re extremely pleased to announce Welcome to Scotland as a new search engine optimisation client.

Owned and operated by Landmark Press – the group also responsible for the Landmark Visitor Park, Inveraray Jail and Edinburgh’s Camera Obscura – is the country’s premier tourism portal, featuring over 11,000 providers of accommodation in Scotland.

We were approached following the redevelopment and re-launch of the site to assist with a broad search engine optimisation campaign aimed at promoting the site and the many businesses it features to the hundreds of thousands of tourists who make Scotland their destination of choice every year. With the recent upsurge in holidaying at home, the campaign focuses on the local, national and international markets, a combination that presents an intriguing set of challenges, namely the need to promote a huge range of accommodation providers including Hotels, B&Bs, Self Catering, Holiday Cottages,  Caravan Parks and Hostels.

Already the signs are looking good, with a number of excellent ranking positions secured for prominent keyphrases. Watch this space though – we’ll keep you updated on progress.

Google AdWords Offers New View-Through Tracking

If you ask any PPC expert for the one thing that make their life easier they’d probably say “more accurate conversion tracking”. In an attempt to deliver this, Google have today released a new ‘View-Through Conversions’ metric for their AdWords platform, providing advertisers with an additional means to measure the success of their campaigns.

The new tool is used exclusively with display ads featuring on the Content Network and is designed to track how many conversions result after a user has seen an ad rather than clicked on an ad. If you think about it for a moment, this is a significant development and one that is actually far more important than on first impression (if you excuse the pun).

The benefit of the metric is that advertisers will begin to develop an understanding of the visibility that advertising on the content network can bring and the conversions that can be generated as a result. After all, users might not necessarily click on an ad but rather read the ad and remember your brand name for later. All well and good. but what this doesn’t account for is the users who saw your ad but know about your brand or company already. For example, I know about Apple and I know that their site is at If I’m feeling flush I might go on there and order myself a brand new Macbook Pro. That purchase is entirely influenced by my past experience and knowledge of Apple and is nothing to do with advertising. But if I’ve been on a page somewhere (let’s say the Mac News Network) that features content network ads for Apple, there’s a good chance my purchase will be recorded as a View-Through Conversion, which is an entirely false assessment of the effectiveness of the ad.

Therein lies the problem – with View-Through there’s simply no way to assess whether someone converted because of the ad or despite it. If you optimise your AdWords campaigns based on these conversion statistics, you may well be lowering their effectiveness and putting your budget into campaigns, sites or activities that simply don’t work.

To effectively measure the effectiveness of these ads you would need to run a control on the campaign, looking at how many people who didn’t see the ad bought something anyway. Only then would you start to have an accurate understanding of whether the investment was worthwhile.

Despite that, there’s no doubt it’s a very useful addition to the online marketer’s armoury, albeit best taken with a dose of scepticism.