Latest posts from the Reprise Blog

Google AdWords – The Death of the ‘Exact Match’

Wednesday, August 20th, 2014

Google AdWords Logo

On Thursday 14th August, 2014, Google AdWords announced a significant change to its advertising platform. 

Previously (since 2012) advertisers had been able to opt into serving ads against ‘close variants’ to the keywords targeted with Google AdWords campaigns.  This eliminated the need to create extensive keyword lists and campaigns targeting misspelt search queries and plurals.

This option has now been removed, with all keywords utilising this feature moving forward.

Should You Be Concerned?

In short, no.  We see this change as a positive move by the Google team for the following reasons:

  • The change encourages search marketers to focus on strategies that are likely to yield stronger results as opposed to building out exhaustive keyword lists for small traffic gains
  •  Extensive testing has proven that the difference in performance between plurals and variants is in fact minimal
  •  A greater volume of data will be generated on single keywords allowing search marketers to make decisions with higher statistical confidence

What Does This Mean For Your Campaigns?

For 95% of campaigns, this change will not impact activity whatsoever, with keywords already opted into this feature.

For those campaigns where efficiencies had been achieved by splitting out keyword variants and misspellings, small structural changes can be made to continue to accommodate these tactics.

Conclusion

This is a step forward for Google.  It allows advertisers to capture more efficiently a user’s search intent across all devices.  It is also evidence of Google AdWords evolving with voice activated search.

Reprise will continue to focus on the implementation of smarter strategies and bigger thinking, which will ultimately drive the performance of your search marketing.


Three New Graduates from Reprise University!

Monday, August 18th, 2014

Reprise Media 3 Coordinators Graduating

Congrats to Katya, Sandra and Bel for finishing their first six months of training, passing probation and receiving their Reprise Diplomas! They came to Reprise wanting to learn the ins and outs of digital marketing and boy are we here to deliver.

Over the last six months as Account Coordinators, they have jumped right into the thick of it and gotten their hands dirty across all areas of paid search, SEO, video advertising, website optimisation, consumer analytics and a whole lot more.

From writing website copy, optimising YouTube videos, building and managing paid search campaigns to researching consumer personas and brainstorming ad creative (with a day at Luna Park thrown in for good measure), they’ve been around the block and are now well prepped to move ahead with a new career in digital media.

Well done girls!


Why Google Webmaster Tools Academy is essential learning!

Friday, August 15th, 2014

webmaster academy logo

Compared to Google’s Analytics Academy and exam, completing the Webmaster Academy course is a walk in the park. Whilst there’s no official certification test at the end of the course, it’s still a really valuable experience for anyone just starting out in building websites or learning SEO. You will learn some ways to use Webmaster Tools for SEO, but more importantly you will also learn the best practices for building and marketing your websites.

What is Google Webmaster Tools?

Google Webmaster Tools is a reporting tool provided by Google to help you monitor how your website performs. But isn’t that what Google Analytics is for? Google Analytics is great, but it only gives you information about users who have actually used your website. It doesn’t tell you much about what’s happening with your SEO. Webmaster Tools is on the opposite side of the fence. With it’s collection of different reports you can see how your website performs on the world’s largest website – Google Search. You can get some of the same reports across both Webmaster Tools and Analytics but the key difference is where the information is actually measured. Information for Google Analytics is measured on your website, whilst information for Webmaster tools is measured before the user even reaches your website – on Google’s search engine.

How does Webmaster Tools collect information?

Google uses a smart little robot to do all the hard work. This is the name of the computer code that tries it’s best to discover all of the internet’s websites so that they can be displayed in Google’s search results. Also known as a Spider, this program works by “spidering” links into a web of information. It follows both internal links across your website and external links between websites.

the internship movie looking at each other as google webmaster tools academy graduates

Why you should do the Webmaster Academy!

More people using the internet means more business for Google’s ad network. Because of this Google wants their users to use the internet as much as possible and to have the best search and internet experience possible! Google has put a lot of thought into making the Webmaster Academy a valuable resource for new webmasters with three modules that cover:

  1. How to setup your site, identify your audience and create content.
  2. How Google understands your site and how to optimize.
  3. How to use webmaster tools to keep your site healthy.

From doing the academy and playing around with the Webmaster Tools you will be able understand:

  • Which of your website’s pages are indexed by Google.
  • What keywords are driving traffic to your site.
  • What pages are receiving the highest click-through-rate from Google’s search results.
  • Who is linking to your site.
  • How well your site is being read by Google’s spiders/bots.
  • Where pages are causing errors for your users.

Don’t delay – get started with your Webmaster Academy training today!


GAIQ 2014: How to pass the new Google Analytics Exam!

Monday, July 7th, 2014

I just passed the newest version of the Google Analytics Individual Certification and guess what? I’m angry at you internet!

I’m happy to be GAIQ Certified, but I could have passed it so much faster and with so much less stress.

So I’m writing this guide to help my fellow analytics adventurers in their journey to ace the GAIQ! It’s not really anyone’s fault. But because our digital industry moves so fast, much of the information I read and studied online was outdated.

After speaking to colleagues who passed the exam last year, it seems that the new GAIQ has far less focus on the technical and much more focus on the theory.

You might immediately jump to the conclusion that this is a bad thing because it devalues the difficulty of the exam. But let me explain in 3 simple words why I think it’s actually a smart move on Google’s behalf and why it makes the exam even more valuable.

JUST GOOGLE IT!

For a company that has given humans the ability to access the collective knowledge of the world in a few finger taps, it seems backwards that we should have to rote learn just to pass an exam.

I’m not suggesting that your technical ability for analytics should be any less, but what this reinforces is that you must know where to find the right information and how to ask the right questions to be able to easily troubleshoot the full spectrum of problems you may encounter on a day to day basis.

At Reprise we believe you can’t do SEO without a thorough understanding of analytics, so all SEO staff must keep their GAIQ fresh (it expires after 18 months).

In an industry in which clients often have a chequered past with dodgy SEO agencies and individuals, we pride ourselves on being not only completely honest and ethical with everything we do, but also knowledgeable so that we can provide the highest quality services possible. This means we are a 100% Google Certified Partner.

Google Analytics Certification

The Google Analytics Individual Qualification Secret?

Whilst I do have a few secret tips that will definitely make doing the exam easier, there is no substitute to actually knowing your stuff. There’s also no point in using these tips to pass the exam just for another tick on your LinkedIn profile.

I urge you to do the exam to further your knowledge and improve your skills as a digital marketer, for both yourself and your clients.

I may have found it a little easier to get started with my studying as I’d already been playing with analytics for a few years – but with the great resources available there is no reason you shouldn’t be able to pass. That’s why I will leave the little tips until the end of this post and instead first give you the resources you need to pass the GAIQ.

Google Analytics Certification Training Resources

1. Who better to learn about Google Analytics from than Google’s Analytics expert Justin Cutroni?

There is a solid 6 hours of content to go through in the Digital Analytics Fundamentals course. I’m not sure how you learn best, but I found it useful to take notes as I watched and learnt.

Also make sure that you explore the “Additional Resources” in each module. You will need to know all this extra information for the exam.

Finally, if you don’t have one, try and get your hands on an account with live data so you can try out everything you learn. It will make it much easier to understand and to put into practice. At Reprise we have both user accounts and admin accounts so that we can get people started on training without fear of them breaking anything!

2. The final questions from the course are very similar to what the actual exam was like.

Another website Google Analytics Test has some good test questions also. However, I would ignore the more technical ones (unless you really want to really want to expand your knowledge – in which case use them to research and learn how to answer them).

3. Distilled has put together a really great guide to the GAIQ too.

I would highly recommend reading the “What Else Do I need to Know” section of their guide – there are a few things mentioned here that were in the exam and definitely weren’t in the Google Analytics Academy.

Google Analytics IQ Test Tips

Ok you may be feeling a little overwhelmed by all the things to study. So here are the couple of small tips to help you young grasshopper.

1. You can pause between questions and it’s an open book exam.

Yes that’s right. You can pause the exam between questions and without any limit on the amount of times.

Don’t think this makes it much easier though. If you haven’t studied and don’t know where to look for answers – you will still fail the exam and have a frustrating time. Use this bonus feature of the exam to verify what you already know or if you’re really stuck.

2. You can retake the exam if you fail.

Justin Cutroni won’t ban you from Google Analytics if you get less than 80% correct. Google wants to see you succeed just as much as I do. For $50 you can re-sit the exam. Plus you will have a much better idea of what to expect! In the words of Michael Jordon:

“I can accept failure, everyone fails at something. But I can’t accept not trying.”

If you think you’re a Google Analytics boffin and you want to prove it to your mates, or you simply want to start your journey become one – proving you can get 56 out of the 70 GAIQ questions right is the best way. If you’re a boffin why not even try it without pausing the exam?

Good luck – I hope you get a slam dunk!

GAIQ


Reprise Australia nominated for 4 awards at AMES 2014

Friday, May 2nd, 2014

Reprise Australia are finalists for 4 awards at the AMES (Asian Marketing Effectiveness & Strategy Awards) 2014 to be held on May 29th at the St Regis in Singapore.

The 4 award nominations are for;  Kia Motors Australia (2 nominations), Cathay Pacific and ING DIRECT. Reprise and Kia are nominated twice in the Data and Analytics category and will be looking to take home the awards for “Single customer view at scale” and also “Analytics Innovation” with their campaign “Kia – Attribution that works”.

In the Digital Strategy – Travel category, Cathay Pacific are finalists for their “Fighting the Right Fight in Flights” campaign.

Finally in the Digital Strategy – Finance category,  ING DIRECT are nominated for “ING – Spend your lunch well” Reprise Australia CEO, Craig Ellis commented:

“These nominations showcase our digital experience capabilities across Digital Strategy and Data and Analytics. The fact they all fall under an ‘effectiveness’ umbrella is a tremendous result for us and further demonstrates that what we are producing here as a business in Australia is making a real difference for our clients and stands up against the best work in the region, a result we are very proud of!”

#RepriseFamily we’re one step closer . . . bring on May 29th! Good luck to all other shortlisted campaign.