Google has been in the headlines after organisations including the British Government, Channel 4, The Guardian and the BBC started pulling their Google ads on YouTube. This is following a recent investigation by The Times which found adverts from major brands appearing alongside content from supporters of extremist groups. In addition to the unwanted associations, the YouTube adverts were estimated to be making the publishers around £6 per 1,000 views, leading to claims that top brands are “funding” extremist groups by unknowingly advertising on their videos.
This is following more than 1000 advertisers, including Kelloggs, BMW, Visa, T-Mobile, Nordstrom and Lufthansa pulling advertising out of Breitbart, the right wing news site.
Is My Business Affected By This?
If you are using Google AdWords, then the answer is very likely yes. By default, Google ads will not just show in Google search results, but in Google Partner sites including YouTube and millions of other sites who display Google ads in return for commission.
What Can Be Done?
Crescent Digital take the reputation of our clients & of ourselves extremely seriously and have placed a temporary block on our clients’ YouTube advertising, pending reassurances from Google. Additionally, we have temporarily placed a restriction on showing our clients ads on all video sharing platforms and sites showing right wing, left wing and religious topics.
How To Exclude AdWords Placements By Domain
Sites can be excluded from placements by domain name. Campaign Negative Placement lists can be created & maintained in the shared library for each account.
In the shared library, create the Campaign Negative Placement list, add keywords and apply to campaigns where placements are used.
These lists cannot be shared from a MCC agency account for several client accounts. For this reason, Campaign Negative Placement lists are likely to be difficult to maintain, particularly with managing several client accounts, hence why topic exclusions are also recommended.
How To Exclude Placements by Topic
In the AdWords campaign, select placements -> targeting:
Select Add Campaign Exclusions -> Topics
Search and Select Topics to Exclude:
Click close & save.
How To Exclude Video Sharing Placements
In the AdWords campaign, select placements -> targeting:
Select Site Category Options and exclude Video-Sharing Sites
Steve Baker, Founder, Certified Google Partner & Chartered Institute of Marketing Accredited Digital Marketing Specialist.
As a graduate software engineer, I started operating as a professional web designer in 2000, working on projects such as Brittany Ferries and Team Philips
. I am also a Google Certified partner
, accredited by the CIM
and formally approved as a service provider for the UKTI
for International Digital Marketing
.I specialise in offering a complete service in order to generate more clients to help your business grow:
- SEO (search engine optimisation) of websites.
- PPC (pay per click) marketing campaigns such as Google AdWords
- Social Media campaigns such as Twitter, Linkedin and Facebook
- Email campaigns
- CRM tools in order to provide the systems for your sales staff to convert more leads.
If your business would like to attract more clients and grow, please get in touch
- I'd love to chat.
More and more business websites are having home pages dominated by image sliders, also known as ‘carousels’. These have become increasingly common due to out of the box content management systems such as WordPress, with many themes including image slider plugins.
However, recent usability studies have indicated that using image sliders on your home page are a bad idea and many leading companies are now moving away from this design.
Below are some strong reasons why image sliders are a bad idea:
- Image sliders can be mistaken for banners or banner advertising, which people have learnt to ignore. One study found that it’s more likely that you will survive a plane crash or win the lottery than click a banner ad.
- The area where banners normally appear is the prime real estate of your site (the part of the home page that appears before scrolling). This is where your company should be presenting its USP’s and / or call–to-actions such as sign-ups.
- The moving or sliding motion distracts visitors from other areas of the site.
- Multiple large, high definition images can have a negative impact on page load speed, particularly is using entry-level, shared web hosting or the user is using a slower or heavily contended connection. A small increase in load time can negatively impact the visitor experience and adversely affect search engine performance.
- Studies have shown that image sliders aren’t very effective, attracting at little as 1% of clicks.
What You Should Consider Instead
Usability studies have shown that website visitors make a sub-conscious decision whether they will stay on site and engage within 200ms of landing on one of your pages. Your website’s prime real estate should be the area where your business presents it’s USP’s, why visitors should engage with you (and not your competitors) and / or it’s call-to-actions, such email sign-ups.
More and more site owners have come to understand the importance of Google Analytics. However, the majority of people I come across are using it incorrectly and nearly all except the dedicated professionals, fail to understand its features and make it work to improve the marketing returns.
We’re big fans of GA (Google Analytics) at Crescent Digital because in particular, we can study the data to improve 2 fundamentals:
- how to get more targeted visitors to the site
- how to get more of those visitors to engage, purchase or inquire
In addition, if you’re using AdWords, I would class GA as essential.
The infographic below explains how you can use Google Analytics effectively to improve your marketing.
Crescent Digital Ltd. are officially recognised as a certified Google Partner.
This certification demonstrates proficiency in search advertising, including best practices for creating, managing and optimising AdWords search campaigns and means that we have access to the best resources available to get the most visibility for your website in Google and its partner sites.
What Does This Mean For Our Clients?
As partners, we are trained & work with Google & have access to Google assistance and account management. As a client, this means that you get to work with ourselves and Google in order attract visitors to your website and get them converting into paying clients. You’ll also be eligible to receive promotional credits.
High performance keeps our clients happy and improves our standing as a Google Partner. In order to attain & maintain Google certified Partner status, Crescent Digital have had to demonstrate high performance & best practices of our client accounts.
What Specialist Services Do We Offer?
Crescent Digital can train staff or operate as your outsourced digital marketing partner that operates as part of your main team in the following areas:
- AdWords PPC marketing
- Search Engine Optimisation
- Google Penalty Removals
- Conversion Rate Optimisation
- Google Analytics Configuration and Analysis
- Google Webmaster Tools Configuration and Analysis
Provide better leads and stop wasting money
Please contact us to find out more.
AdWords Management Services
As part of our services here at Crescent Digital, we also provide workshops & presentations at business events on the following subjects:
- SEO (search engine optimisation)
- mobile search
- pay per click, including Google AdWords & Microsoft Bing
- conversion rate optimisation (getting more website visitors to buy or enquire)
- website userability
- social media for business
- WordPress development
We’ve had some great feedback recently, and below is letter received following a presentation to Plymouth Chamber of Commerce members:
If you would like us to speak at your workshop or presentation, please get in touch.
Crescent Digital are specialists in growing revenue using digital marketing through consultancy, training and execution. We are accredited by the CIM and formally approved as a service provider for the UKTI for International Digital Marketing.