Latest posts from the Reprise Blog

The Evolution of Mobile Search

Thursday, July 30th, 2015

person holding mobile phone and coffee cup

There is no doubt that the search behaviour of consumers is changing rapidly. Consumers are increasingly using their mobile and Google recently announced that more than half of all searches in the US and UK happens on mobile devices.

Further to this, Google stated at the Google Analytics summit held in June this year that consumers have more sessions but spend less time on site. This means that before consumers make a purchase they’re likely to visit a website multiple times on different devices, but spend less time on site each time they visit.

Consumers increasingly use mobile search to find quick answers for the hundreds of micro-moments they have each day. Research from Google indicated 4 types of micro moments:

  1. I-want-to-know-moments
  2. I-want-to-go-moments
  3. I-want-to-do-moments
  4. I-want-to-buy-moments

This research revealed that 66% of smartphone users turn to their phones to look up something they saw in a TV commercial – and 82% of smartphone users use a search engine when looking for a local business.

The Mobile Update

As a result of this shift in search behaviour, Google implemented a number of changes to force businesses and webmasters to recognise and adapt to the changes in mobile search.
mobile-friendly-label
Firstly, in November 2014 Google implemented the ‘Mobile-friendly’ label in the search engine result page (SERP). This label was implemented to indicate which websites were ready for mobile and didn’t influence rankings.

The most significant change was the mobile update (implemented on the 21st of April 2015) which promised to reward mobile friendly pages and indexed mobile apps with better rankings in organic search.

This update was different from any other Google update, in that this time Google announced the update before it was rolled out. Therefore, webmasters had time to prepare and were not surprised by any sudden changes.

The impact of this announcement meant that businesses updated their site to ensure they were not adversely affected. A study from MOZ revealed that the day after the mobile update was rolled out, 72.3% of the URLs they tracked were already mobile-friendly.

The effect of the mobile update was less significant than many expected, and a study from Searchmetrics revealed that on average a non-mobile friendly website saw a decrease in rankings of 0.21 on average.

An internal analysis of our clients, comparing the three months before and after the update, showed that organic mobile traffic grew by 14.8%, while organic desktop traffic only grew by 6%. The data also revealed that in July on average mobile traffic accounted for 40.6% of total organic traffic.

The Future of Mobile

Despite the mobile update not having such a significant effect; Reprise expects more mobile updates to be rolled out in the future, as Google and consumers lean more and more towards mobile.
app-indexing-search-results
Google hasn’t announced anything yet, but many think that one of the factors that most certainly will be in one of the upcoming mobile updates is mobile page speed. A low page speed leads to a higher bounce rate and has a negative influence on the user experience.

Another factor that is becoming increasingly important is the indexation of apps in mobile search. Search engine result pages now include results for iOS apps where previously it was just Android. Inclusive, results were previously included for apps that users already had installed on their phone whereas now Google is displaying results to help users discover new apps.

The tremendous growth in apps and particularly, their ability to enhance the user experience is the main focus for Google including them in their index. Google is able to drive the usage of apps which will allow them to sell more ads. Additionally, analytics has been set up to easily measure app activity and Reprise expects apps to have more importance for marketers in the near future.

What Does This Mean?

The most important lesson we can take from the shift in search behaviour and the mobile update is that mobile marketing is imperative to the success of any business.

Consumers increasingly expect brands to immediately deliver exactly what they are looking for when they are looking. They want things right, and they want things right away.

In order to be able to fulfill these expectations as a business, you should have a website that is optimised for mobile and content that is able to deliver.

Things You Can Do Now

Firstly, analyse and improve the page speed of your website using the page speed tool developed by Google. Run a test for your website, see where you can improve and be prepared for upcoming mobile updates.

Secondly, don’t ignore your mobile customers as on average they account for more than 40% of your visitors. Identify, deliver, and measure moments of intent, ensuring that your content is optimised appropriately. Keep testing what kind of content works for your business.

Finally, if you have a business app get it indexed by Google. You’ll drive more usage of you app through Google if it’s indexed leading to a stronger presence in mobile search.


iOS 9 Brings Mobile Ad-Blocking

Monday, June 15th, 2015

While Google is taking steps to improve the user experience on mobile ads, Apple is taking steps to prevent those ‘moments’ from happening at all.

A report confirmed that during the 2015 WWDC, the newest version of Safari for iOS 9 will enable extensions, and most notably, the ability for an Apple made extension to block ads on Safari.

The new Safari release brings Content Blocking Safari Extensions to iOS. Content Blocking gives your extensions a fast and efficient way to block cookies, images, resources, pop-ups, and other content.

While Ad-Blocking is nothing new, users often skip browser extensions. However mobile users frequently browse the most installed Apps.

If a popular Ad-blocking extension made it to the charts of “most downloaded Apps”, it is more than likely to remain there.

Why is Apple doing this?

Apple provides a premium experience whilst browsing the internet on a mobile device. Intrusive ads hinder that experience by potentially increasing load times, making websites difficult to navigate and ultimately making the user frustrated.

This also comes back to Apple controlling how Ads are displayed on their devices. Adblocking on iOS may block intrusive ads, or even potentially Google Ads, but it allows Apple’s advertising platform, iAd to play a greater role.

What impact is this going to have?

The impact is dependent on the type of user. Generally users will skip websites that are difficult to browse on mobile rather than finding a solution to keep reading the website.

This move by Apple is about regulating the user experience across all mobile devices. In the short term, don’t expect a big shift towards mobile extensions, but this is the first step to control what type of Ads are displayed where.

Source: https://developer.apple.com/library/prerelease/ios/releasenotes/General/WhatsNewInSafari/Articles/Safari_9.html

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

adwords-mobile

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.

ProsCons
  • 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.