Google AdWords Enhances Contextual Display Targeting

We’re heavy users of the Google AdWords Display Network here at Mackerel Media, finding it to be a superb route to very high quality business for a few of our clients, so we’re particularly pleased by yesterday’s announcement that the Display Network will now be offering a new way to support contextual targeting.

Our targeting has hitherto been restricted to the use of keywords to build topics around which we’re interested in placing ads. For new users (and for some clients) this takes a little getting used to as the methodology required is somewhat different from the way in which keywords are used on the Search Network, where there is a clearer relationship between the keyword and query.

As of this week we’ll be able to target ads to over 1,750 topics and sub-topics, allowing us to build much more closely refined ad groups that move us more towards our ultimate goal of Right Ad, Right Person, Right Time.

Right, time for some Display Network optimisation…..

Google Farmer/Panda & Unique, Quality Content – A Case Study

The search marketing industry has been furiously debating the pros, cons, impact and implications of Google’s recently stated plans to improve the quality of their search results by weeding out poor quality sites that rely on publishing poor-quality content. Some site owners have been up in arms, some have been ecstatic and some have been fairly ambivalent to the whole thing, showing that the results of the update are anything but clear-cut.

Whilst at the time of writing the update has not been rolled out in the UK, from our perspective, the ‘new’ advice is very much in line with the advice we’ve always given to clients, namely offer good products or services, write good content, offer something unique and useful to users, market your site in the right places and keep on developing it. We thought it would be useful to share some data from a recent project that might go some way to showing just how effective good quality, unique content can be at gaining ranking positions and beating down the competition.

The Essential Background

  • The site is brand new
  • It operates in a highly competitive sector
  • A focus was placed on writing a large amount of totally unique content

The Results

The graph below shows the rise in organic search traffic during the weeks after the launch of the site, denoted by the arrow towards the left hand side. Whilst we can’t share exact figures what we can say is:

  • Over 15,000 different keywords brought traffic to the site
  • The maximum recorded increase in traffic is over 1,000%
  • Google brought most traffic by a factor of >200

What Can We Conclude?

This clearly isn’t a particularly scientific study, but what it does show is that good quality, unique content, well target and well-optimised can bring in significant amounts of traffic in a relatively short period of time. It shows that unique content is rewarded with high ranking and it shows that once ‘accepted’ as being of high-quality, the site’s traffic can grow substantially. The positive impact of good quality content is clear.

What remains to be seen is whether the relatively young age of the site and its limited backlink profile will count against it once the Farmer update hits the UK, or whether it will continue to attract traffic in similar volumes. The answer will of course be to keep developing the content and keep marketing it to develop good quality links, both of which are happening.

What Do You Think?

What have you experienced like this? Good? Bad? Indifferent? Let us know in the comments below! Launches to the UK Market

We’ve been kept very busy over the last few months with a variety of interesting and exciting client projects, one of which has been our search marketing work for, a brand new site aiming to take the UK Caravan market by storm.

The new site was developed using the Magento Ecommerce platform, and features over 9,000 products for sale and close technical integration with the company’s fulfilment centre.

Caravan Accessories Screenshot

The Mackerel Media team has been involved since the inception of the project and has worked on a range of services including:

With the summer fast approaching we’re looking forward to seeing the site prosper as Britain’s 1 million caravan owners seek out bargains!