Category Archives: Google Marketing

Google Trends or how to Talk About What’s Hot

What were people in Mauritius most interested in the past 7 days? And the past 3 months? And since the beginning of this year?

Interesting questions. The instinct would say to look at the newspapers or news websites for the relevant time periods, to check the headlines and VOILA! You have the answer.

What interests people? Let's just check the news headlines!

What interests people? Let’s just check the news headlines!

But what if you wanted to ask the people in Mauritius themselves what were they thinking about? What interested them? It must be a better option since it’s a direct communication, which excludes all mediators.

And what if you could ask them ANONYMOUSLY? Oh. Wow. That seems like a big fantasy for any marketer/business owner/politician/probably anyone! That would be priceless.

Welcome to Google trends. To start, and to answer some of our first questions:

Most searched phrase terms in Mauritius in the past 90 days

Most searched phrase terms in Mauritius in the past 90 days

Screen Shot 2015-05-19 at 10.53.59 PM

Most searched phrase terms in Mauritius since the beginning of the year

Google Trends

Google trends is a very powerful tool created by Google, which derives its information from Google Search’s data and provides insights about users’ searches according to time range, location and even a specific search term.

The main two options when exploring Google Trends are insights on most searched phrases and insights on rising search phrases. In the photo above, the left side shows top searches in Mauritius (as we’ve already showed in our blog post SEM or why Google’s algorithms are smarter than you), and the right side present the searches that rose significantly compared to previous period of time or if you’d like, the hot topics of the last X period.

Analyze Relevant Search Phrases to Your Business

This is how, for example, you can get the information in regards of when are the people in Mauritius most interested in gifts. December is obviously a very popular time for gifts, but not only, check out the peaks in other months like August and most surprising February.

The search term "gift" since 2004 and until today as showed in Google Trends.

The search term “gift” since 2004 and until today as showed in Google Trends.

Also interesting to see in this graph is how Mauritians search behavior changed along the years.

In the years 2008-2009 you see 3 peaks only around Christmas time whereas you easily see how in 2011 behavior changed and the usage of Google become extremely popular, and never stopped being popular since then. You can read more about it on our latest blog post – why your business must be on Google.

Talk about what’s Hot

Let’s suppose you’re a business owner or a marketer and you’re running a Facebook page or a Google campaign. To understand what will attract people’s attention and to create in-time-and-place relevant post/ad, all you have to do is choose the parameters on Google Trends and there you go:

Rising searches. Talk about what interests people.

Rising searches. Talk about what interests people.

You see that in the last 30 days in Mauritius people were interested in “gabbar is back”, “Nepal”, “Nepal earthquake”. Creating a nice ad with the context to the Indian movie will get your audience very interested. Showing your condolences to the people of Nepal in the hard time will not only make you relevant but also will put you in a human, empathic light (rather than just sell, sell, sell).

And MUCH More

Google trends gives you also insights about the hottest trends (From the past few HOURS! However not relevant for Mauritius), about most viewed videos on YouTube, it even predicts search behavior for search term and when will they hit the headlines! And there’s much more to it.

Let’s not Summarize or Where You Should be this Coming Thursday, May 21st

Not in the usual, we’d like to NOT summarize this post.

Why? Well, this coming Thursday, the biggest brand event of the year in Mauritius, the Brand Magic Summit is becoming reality.

Two of the speakers of this one of its kind event, will be Senior Googlers and one of the two is the Head of Product Management Core Google Search UI and Google Trends, USA.

We at Quantum Media are very proud to be a part of this unique summit and hope to see you all there and hear in person some of the most interesting people in the world of branding and advertising.

Did you know that…?

When Google launched, in 1998, every day approximately 500,000 searches were performed by users. Today, every second, users are performing more than 2,000,000 searches.

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Why your business MUST be on Google

Let’s start with a term clarification – what does it mean, “to be” on Google?

If you want your business to be on TV or on the Radio, on a magazine or on a billboard, you know what you need to do.

But what does it mean when it comes to Google?

Being on Google, as far as your business’s marketing concern means VISIBILITY ONLINE, anywhere in the world you choose, in the most popular website exists today and the most popular search engine in the world (Mauritius included).

“To be” on Google, means your website is indexed in Google’s servers and it also means your website is well ranked in Google’s algorithms, so that it appears in the first few (first page, preferably the first 4-5 results) search results which are relevant to your business, service and product.

marketing ad Screen Shot 2015-04-16 at 2.43.57 PM

“Be on” Google. Quantum Media’s ad appears in 1st position when searching in Google Mauritius for Marketing Agency

The main difference between Google and all other examples mentioned above, is that in order “to be” on Google, you don’t need to be a big corporate, you don’t need a fancy ad, models, actors, photographers, voice overs, producers, and you definitely don’t need a huge budget.

In order to be on Google, as a start, you simply need a landing page (website/mini-site/simple landing page).

The traffic you’ll drive from Google to your website can come from Google’s organic search results or from Google’s sponsored ads.

In order to appear in Google’s organic search results your website must have high quality and relevant SEO content and in order to appear on the sponsored results, you’ll need to start a Google campaign on Google’s advertising platform, Google AdWords.

SEO vs. SEM. Search results for "Quantum Media Mauritius" The 1st search result is sponsored and all the rest below are organic.

SEO vs. SEM. Search results for “Quantum Media Mauritius” The 1st search result is sponsored and all the rest below are organic.

They Search, Your ad is Served 

To be on Google means that when someone, anyone, searches for your business, your ad immediately appear, and in first positions.

Further more, it means that when someone is searching for something that is related to your product/service, your ad appears!

Basically this is a dream come true for businesses. Why?

Here’s an example – you sell mattresses and pillows. A young couple or a mother of 2 are looking for new mattresses. They don’t really know mattresses shops in Mauritius so they go on Google, type in “mattress in Mauritius” and BOOM, your business appears right in front of them! Your business will be the first one they will check out, perhaps the only one.

A man is searching for a pillow/mattress to help with his back pain. BOOM, your business appears right in front of him!

mattress in MU Screen Shot 2015-04-16 at 2.55.55 PM

Someone searches for your product type, your ad appears first. Search results that generate TEMPUR®’s, one of Quantum’s clients, ad.

pillow back pain Screen Shot 2015-04-16 at 2.56.25 PM

Someone searches for your product type, your ad appears first. Search results that generate TEMPUR®’s, one of Quantum’s clients, ad.

In many ways, this is not a dream coming true, it’s a fantasy becoming reality for businesses. When your clients are walking in the street or in a shopping mall, you don’t know what they are after. In Google’s case you know what they’re looking for and you can be right in front of their eyes. Literally.

And then came Google

The Internet has changed the way people consume information. This is a fact. We communicate, read, talk, shop and even express ourselves differently since the Internet took control over our life.

Google has changed our habits completely. If in the past you’d want to learn about someone’s history and/or activity, you’d need to open an encyclopedia, which most probably was a walking distance from your home, at the nearest library. If you wanted to purchase something, you’d ask friends what they recommend, perhaps ran into an ad on the newspaper, see a relevant TV commercial. If you wanted to learn about your competitors, do a market research, you’d need to know the “right” people. And then… Came Google.

Any piece of information you need today, is just a search phrase away. The fact is, that Google went into our habits so strong that we don’t “independently” go on websites, we start in Google, and from there, we click our way to where we wanted.

Give Your Business Exposure or How to Be Everywhere Online

When you advertise on Google, you can also choose to appear on Google’s display network, also known as GDN, not only on Google as the search engine.

Google has more than a million search partners (meaning, websites) that you can advertise your business on, according to interests, location and more.

For example, if someone was searching for a mattress, and now reading an article on a related subject (such as back pain), they will see your mattress ad in this webpage!

Full Control Over Your Budget

With Google, it’s as simple as a click – you are the one to set up your daily budget. You can increase or decrease it at ANY time. You can pause your campaign and restart it again.

You have full control and you are always exposed to all metrics in your campaign.

Highly Affective Marketing Method

Search is known to be one of the most, if not THE most affective marketing method today. It makes a lot of sense when you think about it –

You PAY ONLY when someone who was searching for your kind of service/product or your business itself, has shown interest in it.

That means, that people who are your potential/current clients will generate most of your clicks, which makes your spent valuable.

Not only that, you can measure the performance in terms of ROI in a pretty much accurate way, as you can track, follow and optimize each and every aspect of your campaign, including conversions, to a maximum performance.

Put Your Business Out There

To summarize, not being on Google is actually a big miss out for your business. Which ever service/product you sell (unless it’s illegal), Google’s gates are open for you.

In Mauritius only, there are more than 500,000 Internet users. Out of them, you can reach-to and pay-for only the people interested in your service/product. Don’t waste even one more day. Put your business where it can generate revenue for you. Put it on Google.

Do you want to ask us more about Google campaigns?

Don’t hesitate to contact us at any time!

 

Did you know that…?

In 2013, Google’s services collapsed for 5 minutes, that resulted in reduction of 40% of global Internet traffic…

 

 

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Google Penalizes Non-Mobile-Friendly WebSites

In case you haven’t noticed, the world is going mobile. And going strong.

2014 was the year that officially the number of mobile devices exceeded the number of humans in the world. In three decades, mobiles went from zero to more than 7.2 billion. And this number is growing more and more every year. Not only the amount of devices but also their usage by the people who own them. That is, us, you, your clients, your potential clients, basically – everyone.

Cisco Forecasts 24.3 Exabytes per Month of Mobile Data Traffic by 2019. Source: Cisco.com, Cisco VNI Mobile, 2015

Cisco Forecasts of Mobile Data Traffic by 2019. Source: Cisco.com, Cisco VNI Mobile, 2015

But this is not news. What should interest you in this context is, are you and your business prepared to a world controlled by mobile?

Is your website adjusted to mobile? Are your marketing materials responsive to different screens? Do you think about marketing for mobile in a different way then the way you think about desktop marketing? Does your business need an app? If yes, when are you planning to launch it?

So, yes, you should be prepared. You need to think about your online assets in a way that is also mobile oriented. Actually, you MUST think about it.

Google, as the most popular website and search engine in the world, has already started a process of mobile thinking and acting. A change that has already been made is adding a “mobile friendly” label next to search results on Google. The purpose is to give users a better search user experience.

quantummobilefriendly

Another change Google is about to do in their algorithms is to affect, badly obviously, the ranking of websites that are non mobile friendly and improve the ranking of those labeled mobile friendly. This change will be officially online April 21st  2015.

Screen shot from Google Webmaster Center Blog

Screen shot from Google Webmaster Center Blog

If you’d like to know if your website is mobile friendly and if you’re protected from a deranking in Google, you can check your website in this link.

Screen Shot 2015-03-25 at 8.22.58 PM

Quantum Media Mauritius website in Google’s Mobile Friendly test

If you realize/know that your website is non mobile friendly, this is the time to change it.

It’s not only about Google and your site’s ranking, it’s also, mainly, about user experience on your website. A user that comes to your website and needs to zoom in to read your text, resize the screen to focus and out of focus for content, tried to click a link and clicked another because of too many links close to each other, is not a happy user. In fact, it’s a very bad user experience and most likely that this user will not visit your website again (not from mobile, at least).

In our daily work, here in Mauritius, we see many websites, some are brand new, that are not designed and planned for mobile or any other screen size. You’d be surprised to know that even the biggest Mauritian companies’ websites are still non-mobile-friendly.

Think mobile. Changing your website is just the first phase, but it’s a good place to start.

 

Did you know that…?

Before making an in-store purchase, 50% of search users begin their search with a mobile device 

 

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SEM or why Google’s algorithms are smarter than you

Our simple explanation for SEM is – the sponsored ads a user sees after typing their search phrase, usually appear at the top and side bar (update: Google is no longer showing side bar ads) of the screen.

But like everything that is good in life, it’s not THAT simple.

In this post we will use Google as an example but do not forget that other search engines do exist such as Yahoo, Ask, Bing, AOL, Baidu (China) and more.

Google is the most popular search engine today. If to shed some light on how big – Google is handling more than 3 billion search queries every day (update: Google handles at least 5.5 billion search queries a day). Google holds nearly 69% of the search market online today whereas Baidu, the 2nd most popular search engine holds only 17% of the global search engine market (as it is Chinese and China is the largest country in the world… Also, Google is blocked in China since November 2012).

Global search share market

Global search share market

As you are reading this article, we assume you live in Mauritius. Can you guess what is the most popular SEARCH PHRASE in Google Mauritius (meaning google.mu)?

Well, it is… “FACEBOOK”!

 

You might think it’s obvious, but if you think about it again, if users are typing “Facebook” in Google’s search bar, they might as well go on their address bar and type fa… and the browser will complete to “facebook.com”. It’s shorter and it’s faster, why bother doing it the “long” way? (Not that obvious now, ah?)

Facebook is the most searched phrase in Google Mauritius (screen shot by Google trends)

“Facebook” is the most searched phrase in Google Mauritius (origin: Google trends)

So why do users “search” for Facebook instead of surfing straight to the website?

The answer is pretty simple. It’s a matter of habit. It’s true that there’s no need in searching for Facebook, but Facebook is only one out of dozens searches one user is performing every day in Mauritius. For the rest of the things this one user is searching for, they need Google’s assistance. Whether if they’re searching for a phone number, an address, a video, a car for sale, a house for rent, university information, etc.. It only makes sense that they will use their “default” option for anything they need online.

And if our default option is to use Google, you as a business owner needs to know how to use Google to boost up your business, maintain good relationship with existing clients and generate new clients.

The platform used for Google’s SEM is called Google AdWords.

In order to start AdWords campaign you need to have 4 things only:

  1. A landing page – a website/mini-site/Facebook Fan Page/anything that a user can “land” in after clicking your ad.
  1. A list of keywords related to your business. Before you use Google’s free keyword tool (which is amazingly helpful), we suggest you will try to think how a client would search for your business. Firstly, because it’s interesting for you to think about. Secondly, compare your thoughts with real search phrases coming from your campaign. You will learn many things about your business and your clients.
  1. Division to groups and ad groups – the list of keywords should be divided to groups, by relevancy. For each group create at least one ad.
  1. A credit card – Google search is free but Google AdWords is not. The payment to Google Inc. is being done through AdWords billing and in order to start a campaign you must provide a valid CC details.

This is basically it. Google has made it very simple to use Google AdWords and actually ANYONE can do it.

Keep in mind few other things when opening AdWords Search campaign such as –

  1. Know the terms and their meaning used in Google AdWords, for example – CPC, CTR, bid, match type, final URL, display URL, avg. position, quality score, and others.
  1. Learn Google’s rules for campaigns. Google forbids certain expressions from appearing in your campaign. Also, note that there are rules on how to write an ad (certain amount of characters for headlines and description line, exclamation marks are allowed only once in a description line, and others).
  1. When building a campaign, the campaign’s structure is important. Here are 3 examples –
    • You need to use as many keywords variations. it will decrease your CPC.
    • Maintain high relevancy between keyword groups and ads associated with these groups. For example, if you’re selling kids clothing, a user searching for “girl dress for school” should see a different ad than the one searching for “girl dress for Christmas”. Another example if you own a restaurant, a user searching “cheap restaurant mauritius” should see a different ad than the one searching “prestige restaurant mauritius”.
    • Use numbers in your ad to “break” the text in the ad. It makes it easier for the user to read your ad and draws their attention.
  1. When writing ads make sure to “stick to the truth”. Here are 2 examples –
    • Use the word “best” only if you have a certificate by a recognised entity (for example, “best restaurant for 2014” by a specific food magazine).
    • Don’t use false incentives in your ad such as “we give 1,000 MUR for free” in order to draw users. The user will click your ad but the chance they will stay in your website and be interested with what you have to offer is close to 0 (Unless you are really giving 1,000 MUR for free…).
  1. Optimize your campaign all the time, especially when just launching a campaign. Change bids, pause or change keywords with low quality score, generate search phrase report to add negative keywords and add new keywords, pause low CTR ads, recreate high CTR ads, etc..
  1. Count “real” conversions – check how many people eventually performed an action that benefits your business. Whether they left their details on your website or left a comment, called you or purchased something, it’s important to know where they came from, and in this case, it’s important to know they came from your Google AdWords Search campaign.
  1. Use Google analytics to analyse your users and optimize your website – where they come from, how old are they, which device they use (mobile, tablet or laptop), how long they stay on your website, which page makes them stay more and which makes them leave your website, etc.

The most important advice we want to give you in this post is – Google’s AdWords campaign is about QUALITY, not QUANTITY.

Even if you have unlimited budget and you can pay $5 per click, if your campaign won’t maintain minimum quality, Google will “react” accordingly (reduce your ads appearance, stop your keywords or ads, rank you a low quality score which will affect your ads visibility, etc.).

Remember that Google’s algorithms are smarter and more sophisticated than you.

Google’s quality parameters are extremely important.

Quality is also measured by conversion rates between phases in the user’s “flow” (user searches –> sees your ad –> clicks (or not) –> How long does he stay in your website? Does he leave his details? Does he go back again later on to your website through Google?

Or… after clicking your ad, does the user go back one page to the SERP (Search Engine Results Page) since your ad wasn’t relevant to their search?

Last but not least – at the bottom line, your goal is to promote your business, create visibility and generate revenue. If you don’t know how to run a Google campaign or if you don’t have the time to do it, let the people who know how to do it, do it.

Contact us today for a free consultation meeting!

 

Did you know that…?

Google is letters play on Googol, the term for the digit 1 followed by 100 zeros. Googol is a number larger than the known subatomic particles in the visible universe. Google’s founders actually misspelled the name Googol and ended up with “Google”. The name’s intention was to emphasise that the search engine would index large quantities of information.

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