Latest posts from the Reprise Blog

A Quick Look At WordPress 4.0

Monday, September 8th, 2014

WordPress 4.0 Logo

Last week WordPress 4.0 was released with mixed response from the community. Nicknamed “Benny”, WordPress 4.0 promises to “bring you a smoother writing and management experience”.

WordPress 4.0 Features

At a glance it seems the major areas of WordPress that have benefitted from the update are the media library, content editor and plugin manager.

Benny certainly lives up to the promise of a smoother writing experience. The content editor now expands while you write and the formatting toolbar follows you down the page. These two improvements alone make updating to WordPress 4.0 worthwhile. I’m sure you’ve all tried scrolling to the top of the editor to make a change only to find yourself spinning through the content instead. Now you don’t have to worry because the formatting tools are always there for you.

Another useful improvement to the editor is the way they’ve been able to simplify embeds. Not only do the embeds preview directly within the editor, you can now paste the URL directly without having to worry about a shortcode. Want to embed a YouTube video? Copy the URL for the video and paste it straight in. It couldn’t be easier.

For me, the media library isn’t a big deal. I am however interested in plugins. Benny makes finding the right plugin that much easier. Up until now when you searched for a new plugin, the results were difficult to interpret. You really had to click into a few to see what they were about. Now the results display as tiles, with all the details you’d expect plus a preview image and most importantly the date the plugin was last updated.

It’s still early days for WordPress 4.0. Benny may not have the “wow” factor everyone was expecting, but personally I like the update and expect my life will be easier as a result.

 


Website Call Conversions For Google AdWords

Thursday, August 21st, 2014

Google AdWords Website Call Conversions

Google have announced a new feature for their AdWords advertising platform called Website Call Conversions. This free feature allows advertisers to measure phone calls that have occurred following an ad click.

How Do Website Call Conversions Work?

Simply put, each time a user clicks on an ad, Google will generate a unique call forwarding number on the destination website. When this number is called, Google can track it back to the specific keyword and creative that resulted in the ad click. This information is then merged with the rest of our AdWords data and can be used for reporting and optimisations.

Who Should be Using It?

If a business receives sales and enquiries over the phone, this is most likely a feature that we would recommend implementing. That being said, there are times when a more in depth conversation would need to be had about the value of implementation; namely when the telephone number is an extension of the brand.

What Are The Benefits?

Being able to track calls back to an individual keyword, creative and landing page is of great value when optimising Google AdWords investment. It provides a deeper understanding of the return on investment being achieved, and therefore the size of the opportunity available.

Conclusion

This is a great step forward by Google as they are addressing the fact that digital marketing doesn’t only result in digital sales. Phone calls will remain an important element of most businesses and should be tracked as thoroughly as possible.

As a free solution we see this as a great extension to your AdWords campaigns.


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!