Latest posts from the Reprise Blog

Google APS Conference 2015

Wednesday, May 6th, 2015

Today Reprise attended Google the Adwords Performance Summit (APS) 2015 in Half Moon Bay, California.

We had the pleasure of sitting front row for Jerry Drischler’s Livestream Keynote, which was broadcast to a global audience.

The key theme was ‘Moments that Matter’, focusing on our new digital reflex and the undeniable importance of mobile.

“We don’t go online – we live online,” Jerry announced.

The “I want to know / I want to go / I want to buy” micro moments present marketers with unrivaled opportunities to be there every step of the way with relevant content and experiences, he said.

Those who miss making the most of these moments will be left behind.

There were a mass of major announcements delivered across three categories:

  1. Ad experiences that win the moment
  2. Automation that captures moments at scale
  3. Measuring every moment

Announcement highlights included:

  • New Ad formats for automotive, finance and travel
  • New simulation/forecasting tools within Adwords illustrating ROI for increased investment
  • The availability of alternative attribution models within Adwords (including data driven attribution) and its connection with automated bidding
  • Cross device conversions integrating with automated bidding

It was an awesome day and we’re excited by the prospects which are coming our way in the world of Adwords and performance marketing.

Stay tuned for more detailed opinion pieces as these new innovations roll out.

For now, it’s off to the Cinco De Mayo cocktails by the ocean!

The New AdWords App: Hands On Review

Tuesday, March 10th, 2015

Last week Google released a native app for monitoring and managing AdWords campaigns. We spent some time to see how useful the app will to manage our client portfolio.

Initially this app is available to Android devices running 4.0 or later, with the iOS version coming out soon.

The mobile Adwords app covers the basics of account management and monitoring

This new app allows for some basic functionality (bids, campaign status edits, opportunity and more), but nothing to accommodate the heavy lifting such as creating campaigns, exploring advanced metrics or filtering the results. But that’s okay, that isn’t expected in a mobile app and probably not the main focus of the Adwords mobile application.

The objective, according to Google is more around:

  • View campaign stats
  • Update bids and budgets
  • Get real-time alerts and notifications
  • Act on suggestions to improve your campaigns
  • Call a Google Expert


Looking at the features, you get a pretty good idea of what Google is aiming at for the mobile application. It truly is meant as a mobile companion to your Adwords interface, allowing for simple and quick monitoring of Paid Search activity, and ensuring the campaigns run smoothly whilst out of the office.

One of the main limitations we encountered is that there aren’t many options to display advanced metrics, such as impression share. It’s also worth noting that the opportunities shown are not always actionable within the app: I can lower bids for a campaign or raise budgets for some campaigns, but that’s about it. For anything more than that, the recommends the user to  review any further suggestions from the desktop version of AdWords.

Google clearly appeals to small and medium business

With an “on-the-go” focus, I would have liked to see keyword research as an option. Not with the intention of putting together a full keyword structure for my accounts, but more of a quick way to pull some keyword data when in a meeting with a team or a client.

With this mobile app, Google clearly appeals to small and medium business, with a simplified and action-focused version of its search platform. This is especially clear with the focus on its support features such as direct calls to Google experts. With this, small advertisers will be able to gain simple insights without having to research hours into the topic.

In the end, the app falls back on being a nice complement to the desktop version.

It’s definitely a step in the right direction.

  • Basic and useful edits on the account
  • Quick access to campaign data
  • Quick and user friendly interface
  • Difficult to navigate MCC level
  • No keyword research
  • No access to billing details (to edit MDO)
  • Cannot edit Ads

Falkinder, Kilmartin Take Office Leadership Roles for Reprise

Tuesday, February 24th, 2015


Craig Ellis, CEO of specialist digital agency Reprise, has announced the appointment of heads of offices for the agency’s Melbourne and Brisbane operations as the business maintains its substantial growth rate attained in 2014.

Jules Kilmartin has been appointed head of the Melbourne operations for Reprise. He has been with the agency for more than three years and was formerly key client account director on the Wesfarmers portfolio.

In Brisbane Jake Falkinder has been appointed to lead the Reprise operations. He joined the agency in June last year after a 10-year career running his own business and working on both the client and agency sides. He has worked for top-tier companies including Qantas, Virgin Blue, Clemenger BBDO, Morrison Media and digital specialist agency JSA Digital.

“The new heads of office positions reflect those markets’ strong growth year-on-year and we’re expecting this to continue in 2015,” said Ellis. “Both Jake and Jules are outstanding talents in their own right and their new leadership roles will contribute mightily to our national business.”

In addition to the Brisbane and Melbourne offices, Reprise has its headquarters in Sydney and also has operations in Perth.

Google livestream recap, product updates and the new Adwords Editor!

Tuesday, December 16th, 2014

The Google AdWords product team hosted on Thursday a live-stream from their Mountain View offices, spruiking key developments made in 2014 and some big announcements for Christmas and beyond.

It has been a bumper year for Google AdWords with the launch of upwards of 200 updates.

The focus has been quite clear, centring on enhancements to targeting capabilities, mobile app promotion and better illustration of the value of Google Search.  Each aimed directly at  improving the experience for both the advertiser and Google user.

The live-stream spoke to the significance of several of these updates, and focused on three specific areas.

App Promotion

Tom Price, Product Manager of App Promotion, kicked things off by making mention of the importance of keeping consumers engaged with your mobile applications.  He stated that hundreds of millions of App installs have started with the click of a search ad on Google, underlining the power of the platform in driving app downloads.   He also highlighted that 80% of all apps downloaded are likely to be used only used once.

The new and improved keyword tool (App Keyword Suggestions ) was discussed, which allows search marketers to tap into keyword searches made in Google play to build out effective keyword lists for App Download campaigns.

The global rollout of app re-engagement campaigns was also announced.  This will allow search marketers to target consumers in the SERP who have our clients applications downloaded to their mobile device, deep linking them back into that application, promoting better engagement in-app purchases and more.

Mobile and Cross Device Conversion

Phil McDonnell hit the stage next to talk mobile and there was a clear focus on the importance of cross device tracking.

Key statements from our man Phil included the fact that 90% of consumers switch between at least three devices daily, and that consumers are spending upwards of 15 hours a week on their mobile devices.

He stated with confidence that Google AdWords cross device conversion estimations, designed to illustrate the true value of our Search Campaigns, were extremely conservative and are at least 95% accurate at all times.

Bid Automation

The final speaker for the day was Wilfred Yeung, who stepped up to speak about the advances in automated bidding from within the Google AdWords interface.  This was particularly interesting, as we’ve seen significant advances in this space in recent times.

The detail provided today would suggest that the automation available within AdWords from a bid strategy perspective is on par, if not more advanced, than many third party tools including their own in DoubleClick Search.

Wilfred highlighted the programmatic nature of AdWords automation now available, which makes informed decisions for every auction in which your ad is placed.  The decisions being made by this technology are based on learnings around your Geographic location, device and browser, time of day, intent and profile (and remarketing lists).  Pretty powerful stuff!


The final hurrah was provided by the king of the castle, Mr Jerry Dischler, Vice President of Product Management for AdWords.  He announced the global launch of Adwords Editor 11, the latest iteration of Google AdWords editing software.

“AdWords Editor 11.0 represents the biggest update to the application since we released it in 2006. It’s been redesigned from the ground up: we’ve enhanced all of the features you know and love while adding new ones to help you do more in less time. With a brand new visual design and faster interface, AdWords Editor 11.0 is built to make you more efficient as you view and make changes across your accounts and campaigns.”

It is worth noting that you can expect the enhanced reporting tools announced previously this year in early 2015 and the new Adwords experiments by the end of the year.

Google Search Adds Mobile-Friendly Label

Friday, November 21st, 2014

Awesome! This page is mobile-friendly

As of this week, Google now adds a “mobile-friendly” label to search results identified to be optimised for viewing on a mobile device.

To be eligible for the “mobile-friendly” label, your page needs to meet the following criteria as detected by Googlebot:

  • Avoids software uncommon on mobile devices, eg. Flash
  • Uses text that is unreadable without zooming
  • Fits content to the screen without the user having to scroll horizontally or zoom
  • Provides an appropriate distance between links so the correct one can be easily tapped

If you’re worried about whether your page meets the “mobile-friendly” criteria, Google has provided a Mobile-Friendly Test available within Google Webmaster Tools.

Google Mobile-friendly Test


There appears to be a few discrepancies with the label thus far.  Some sites tested don’t show the label for the home page but other pages within the site do show the label. While this is still such a new feature, there are bound to be some mistakes, but I’d say we’ll see a lot more “mobile-friendly” labels appearing in search soon.  Google announced the change will be rolled out globally over the next few weeks.

Google Mobile Friendly Search Results