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Crucial selects NetBooster to drive its global SEO strategy

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible) a leading independent European agency in digital performance marketing, today announces a new partnership and contract win with Crucial, part of Micron Group.

NetBooster has been selected to develop and manage Crucial’s global SEO strategy in the USA, UK, Italy, Germany and France. This new partnership represents a key milestone for NetBooster, as it’s the first time the European Agency has been appointed by a US company to manage a global SEO strategy including the US.

NetBooster is working in partnership with the Crucial marketing teams, product specialists and website developers to deliver a comprehensive SEO campaign to drive increased organic visibility in the target markets. The project includes technical SEO, multi-language content marketing, data analysis, outreach & influencer marketing as well as providing SEO and search marketing training to Crucial’s stakeholders. This will be managed out of NetBooster’s SEO competence hub in Cornwall, with the support of the local NetBooster offices in the target countries.

Crucial specialisesin computer memory and storage, with over 6500 engineers on staff, more than 25 000 patents and products available in 209 countries around the world.

Tim Ringel, CEO of NetBooster, says– “We are proud that Crucial chose NetBooster to develop and implement their SEO strategy both in the US and in Europe. Crucial is our first client in the semi-conductor industry and international, making this an important win for us, putting into place our development plans in the US and our ambition to grow our international footprint as the largest independent digital performance agency.

We’re excited to be working with NetBooster for our SEO needs,” said Fabrice Sabo, E-Commerce Marketing Manager, Crucial. “Their broad experience within the SEO industry combined with their knowledge of regional e-commerce models will help us take our digital marketing to the next level.”


About NetBooster Group | www.netbooster.com
NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.). Shares in NetBooster are traded on the NYSE Alternext Paris.

In February 2016, NetBooster and PM Digital, a US-based independent leading full-service integrated marketing agency, announced their strategic relationship to form one of the biggest independent performance networks in the world, with a combined international presence of over 25 Offices, 800 employees, and 250 leading brands.

About Crucial | www.crucial.com

Crucial is a global brand of Micron Technology, Inc. Crucial solid state drives (SSDs) and memory (DRAM) upgrades are compatible with over 100,000 new and old desktops, laptops, workstations, and servers. Available worldwide at leading retail and e-tail stores, commercial resellers, and system integrators, Crucial products enhance system performance and user productivity. Learn more at crucial.com.

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

 

Google Ad Layout Update

What the changes mean for businesses

What exactly happened?

On Friday 19th February, Google announced that it will no longer show sponsored adverts on the right-hand side of a desktop search results page.  Instead, the page will display a maximum of four adverts at the top of the search engine result page (SERP), above the natural listing, as well as three adverts at the bottom of the page.

A Google spokesperson has confirmed that the change will be put into effect immediately in all languages worldwide.

2016-03-01

 

As a result, adverts will not appear on the right-hand- side of desktop search results, with two exceptions:

  • Product Listing Ad (PLA) boxes, which show either above or to the right of search results 
  • Ads in the Knowledge Panel

The elimination of right-hand-side adverts will impact all desktop searches worldwide; the addition of the fourth advert above the search results will be for “highly commercial queries”, for example if the consumer was searching for a hotel or car insurance.  The changes mean that Google now has a similar desktop User Experience to that of a mobile device where you can only see the adverts at the top or bottom of any search results page, meaning the User Experience is consistent across both channels.

Important changes to note:  

  • The changes to the Google search results page will be effective immediately
  •  Adverts will now only appear at the top and/or bottom of the results page. This will be split so that there are a maximum 4 adverts at the top of the page and a maximum of 3 at the bottom
  • Organic results will be pushed further down the SERPs

What is the impact for advertisers?

  • The change in SERPs will instigate a new ‘click behavioural’ pattern from the consumer that will need to be evaluated and addressed accordingly
  • A position 4 regarding “highly sales-driven keywords” can show a better CTR in the future. Ad texts with a position >4 will show significantly lower CTR, because from now on they will be displayed below the fold

  • Google Shopping results might possibly obtain a higher CTR
  • Increased competition at top positions can lead to higher CPCs on desktop device
  • Advertisers targeting positions > 7 on generic keywords will see a drop in impressions
  • Increased competition for top positions can lead to higher cost-per-clicks (CPCs) on desktop devices, lowering the cost effectiveness of this channel
  • Any advertisers targeting a position higher than 7 on generic keywords will see a drop in impressions
  • Advertisers with ads in in position 5-7 (bottom of the page) could suffer from lower CTR, the same number of impressions, lower quality scores and therefore higher CPCs
  • Brands with a high level of competition for their own brand terms might be forced to be more aggressive in protecting their brand space as a result of organic listings being pushed further down the rankings
  • Retailers will need to pay particular attention to their product feeds to ensure that they can make the most of the Google Shopping ads still appearing on the right hand side of the SERP
  • Businesses could see a potential loss of traffic from organic searches as a consequence of these natural listings being pushed down. Ranking will become less and less ‘the key factor’ to consider when evaluating SEO performance, so marketers will need to put more emphasis on looking beyond that metric alone.

2016-02-29 18_32_33-Google SERPS Update (Detailed) (1).pdf - Adobe Reader

 

  • At NetBooster we have seen a drop in impressions in the UK, French and German markets
  • Our data shows CTR is generally stronger, with the exception of our French campaigns. This is no surprise considering the positions with the lowest CTR, i.e. 8-11, are not available anymore
  • We are also seeing slight increases in CPC, but no dramatic change here

What should marketers focus on going forward?

Back in 2013, the launch of Google’s Enhanced Campaigns forced businesses to re-evaluate their entire approach to paid search, from account structure to bid management and device strategy. In 2016, Google is now forcing businesses not only to re-evaluate their search strategy once again, but also re-examine their entire approach to digital. With the number of ads visible going from 10-11 down to 4, businesses will need to carefully evaluate their bid management strategy and see if it is commercially worth appearing in top positions and how other activities (i.e. remarketing, outreach, conversion rate optimisation and so on) can help brands to maximise their advertising spend  with a healthier Conversion Rate and more cost effective traffic.

Being smarter at engaging with consumers has never played such a key role in digital advertising. As such, marketers will need to bear some fundamental lessons in mind:

  • Simply increasing the bids in order to maintain the same level of impressions and clicks will not deliver the desired result.  You need to re-evaluate the way you think about digital and broaden your field of action in order to bring traffic in at more cost efficient levels and convert at a higher rate
  • Paid search is not the only effective channel to bring in relevant traffic and performance. Companies should diversify what they do and put new emphasis on activities that might have been underestimated to date, such as conversion rate optimisation (CRO), outreach, remarketing
  • Now that the mobile and desktop SERPs are similar, learning from desktop devices’ click behavioural patterns can help you to further optimise your mobile marketing strategy and approach. Mobile traffic and transactions keep  increasing, so this area can no longer be ignored, even if does not generate direct conversions
  • Make a bigger effort to move from traditional ‘silo’ thinking to proper cross-channel strategy. Consumers shop to find a solution to their problems. They do not mind whether they find it on Paid Search, through a Social Ad, or a remarketing ad; they just want to find it
  • On average, websites tend to convert at a 2%-4% rate, which means that 98% to 96% of users leave the site without buying anything.  Why should you bring these users back to the site through search when you could do it via remarketing at a fraction of the Paid Search cost? It’s a better idea to start remarketing and make sure your approach is as personalised as possible

What will NetBooster do next?

At NetBooster, we will analyse the effect of these changes on CTRs and CPCs over the coming months and produce a follow-up article with comprehensive results and a summary of how advertisers can best approach the new rules. These results will also showcase how well adverts in the new format are performing.

If you wish to discuss how these changes will affect your digital marketing strategy, please get in touch.

Architects@netbooster.co.uk   

 

PMDigital-website-featuredphoto

NetBooster and PM Digital partner to form one of the biggest independent performance networks in the world

Combined International Presence of over 25 Offices, 800 Employees, 250 Leading Brands and managing over $500m media spend

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent Europe and Middle East agency in digital performance marketing and PM Digital, a US-based independent leading full-service integrated marketing agency, today announce a new strategic relationship. This partnering, without an impact on the shareholding structures, will enable the two agencies work alongside one another; leveraging their powerful offerings, employees and technology to benefit their clients. 

Both PM Digital and NetBooster have a strong heritage of delivering marketing solutions to help clients generate awareness and drive performance. Together, their expertise lies in PPC, SEO, CRM, Display/RTB, Affiliate, Social, UX/CRO, with all of these supported by a strong Data and Analytics offering, and a creative team that supports those efforts, to target brands’ most important audiences anywhere they are.

NetBooster and PM Digital’s proven track record of success, coupled with their comprehensive understanding of data and actionable customer insights, will enable the two agencies to work alongside one another and deliver high-impact, cross channel marketing strategies for international brands looking to deepen their position and relevancy. The strategic partnering comes at an important time, as brands and clients look to cultivate integrated global strategies with deeply tailored, localised approaches, and to identify new customer and business opportunities across markets.

Tim Ringel, CEO of NetBooster, commented: “The performance driven methodology is core to our cross-channel, global performance approach. With PM Digital’s deep roots in direct and integrated marketing, coupled with their exceptional channel intelligence, this partnership will give our mutual clients a significant competitive advantage. Together we will strengthen the relationship with critical media providers, as well as best-in-class data and technology partners. The entrepreneurial spirit of both companies fuels our mutual plan for a global footprint with APAC as our next target.

Chris Paradysz, Co-CEO, PM Digital, said: “NetBooster brings impressive digital and vertical expertise that will complement our combined leading roster of brands across the Retail, Travel and Hospitality, Financial Services, Education, Publishing, Technology, Telco, Automotive, Non-profit and B2B sectors. Our shared dedication to creativity, innovation and performance will enhance our clients’ overall programmes and allow them to grasp new opportunities to connect and engage across the globe.”


About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

About PM Digital www.pmdigital.com

PM Digital is a full-service integrated marketing agency specialising in innovative solutions across paid search (SEM), organic search (SEO), display, social, content, email, direct mail, print and insert, as well as creative brand and web development.  With its direct and digital businesses, PM Digital’s core capabilities are based in a data-driven approach to understanding, targeting, cultivating, acquiring and optimising customer value for clients. Through this comprehensive expertise, the agency leverages proprietary and best-in-class research and analysis tools to help clients make the most informed marketing decisions and manage the performance of their programmes. With a client list of leading global brands across key verticals, such as Retail, Financial Services, Education, Publishing, Technology, Nonprofit and B2B, PM Digital has continued to grow our reputation as the industry’s most critical thinkers and leaders.

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

Do clicks in search results affect your rankings?

Clicks-in-search

The statement that organic clicks affect your rankings is a controversial one. If clicks affect the rankings, would that mean that it becomes harder to change the rankings, as the number one placement gets all the clicks? Or that spammers would be able to click-spam their way to the top?

First of all, let me state my source for this statement:

Danny Sullivan’s Twitter Status

clicks-dannysullivan

What exactly does this mean for SEO?

To start us off, Gary Moyle, Head of SEO at NetBooster, created a whitepaper on rankings and clicks that showed how many more clicks you get for each increased ranking. You can download his white paper “One click curve to rule them all” from our website. The white paper provides insight into what positions are valuable and where you might actually run into a few dips in traffic, even though you’ve gained positions. However, Gary’s curve is a statistical one and there are still ways for a lower position to get more clicks than a higher one. The trick is to create a snippet that is better than all the others, especially the one directly above your placement. For those of you who don’t have a bag of tricks to craft good snippets, I’ll give you few here:

  1. The almighty rich snippet tool – this tool lets you know what special snippets Google’s currently running. My favourite was taken away a while back; it was the author snippet, where I got to show my face or avatar directly in the search result (a real ego boost). But check out the examples supplied by Google!

  2. Schema.org – If you find a good match for a snippet, you’ll need to visit schema.org in order to look-up the schema needed. Remember that the snippet has to match the content of the page; you can’t fool Google. One thing all websites can do is implement a better presentation of their URLs in the search results. Basically, schema.org offers information on how-to insert more data into the HTML-code, in a way that allows search engines to read it.

  3. SEOmofo snippet optimizer – This great tool lets you write the title and description of a page and see if you’re within the pixel limits of the snippet. You want to make sure the snippet isn’t cut short because you’ve inserted too much text, for example.

  4. Google Webmaster Tool– Using this tool, you can view your actual click-through-rate (CTR) for a specific page or query. You can also check the CTR for the page you’re optimising and test different titles and descriptions. I usually find that short, and concise, titles and full-length descriptions work best. Try to target the query very specifically, and make sure the user understands the page.

What about spamming and manipulation?

Organic clicks are used as a divider. If the pages are close in value, and one snippet is attracting more clicks, that page will gain a position over the other one. This means you can’t start generating lots of clicks to your site, and bring it up from a position, if it’s further down in the search results. Also Google won’t be deceived, they will use statistics and control groups to make sure the clicks are genuine.

So really, the statement that clicks affect the rankings doesn’t really change much, but it does highlights the importance of spending time crafting good snippets.

Retailers, how not to mess up Christmas

With December just a couple of months away, thoughts will soon turn to buying those festive gifts and stocking fillers. Whilst some customers prepare for the impending high street battles and aisle onslaughts, others will be opting to carry out transactions online where they may discover that the purchasing process is just as tough to navigate.

Christmas shopping

But what is the key to a successful Christmas?

Understanding the challenges for both the consumer and business is vital to designing the perfect digital strategy. This is pivotal in guiding the consumer through the whole gift-buying process and earning their lifetime custom.

From a Consumer perspective , the main challenges are to ensure that customer expectations are managed and all promises are met. Buyers can be lulled into a false sense of security during this peak shopping period, where they will be expecting more out of any business. Typically you want to be able to search quickly for the ideal gift, at the time that is convenient to you and ultimately then be able to locate and receive the selected purchase in a place that is suitable. Customers are always on the move and fully responsive across all devices and channels, there’s no surprise that there’s a cross-section of savvy shoppers sourcing the best value for money for their purchases with high demands.

From a Business perspective, Christmas is a crucial and profitable time of year, yet with so many steps within the delivery chain open to problems, retailers need to be aware of the common pitfalls: Ranging from adverse weather conditions as witnessed last year, through to limited resources and failed opportunities. Disappointed customers are detrimental for any retailer – ensure you can build relationships with your customers based on accurate reliable information, follow their journey and be available to respond to queries in a timely manner when required to do so. In order to achieve success in all these areas, retailers need to make sure that they are communicating efficiently. Your customers show they’re loyal to you – how loyal are you to them?

For those who have no idea what to buy, the most daunting and time consuming part in the gift-giving process can simply be finding the perfect present. It is therefore imperative for retailers to consider how their customers’ purchasing traits can shift during the run up to Christmas. Pick early enough the Christmas trend and you’ll succeed in acquiring the customer at the lowest cost with time to have your supply chain ready.

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