Categories for Technology

Google AdWords basics

February 27, 2017 2:18 pm, Published by

Keywords made easy

Keywords have a critical role in any organisation’s Google AdWords campaign. Keywords are the conduit between what potential leads are searching for and your advertisements. For any organisation, it is critical to understand the different types of keywords and when to use each.

Broad Keywords

Broad keywords have the least specific relation to search terms, as the name implies. A broad keyword loosely associates with any search term that contains similar words. It is also worth noting that spelling errors and synonyms can also appear using broad keywords.

For example, let’s use Arlo as our subject and assume we use a broad keyword to get AdWord clicks regarding our event management software.

As we can see, there are two search terms that aren’t relevant to Arlo, but may in fact display our advertisement. The first two search terms are the only search terms worth paying for.

Exact Keywords

After spending a lot of money on the incorrect search terms above, we need to tighten up our AdWord Keywords. Exact matches are a great way to ensure you only pay for the precise search term you want. Thus keeping costs down!

Exact keywords are denoted by ‘[ keyword  ]’ and as the name suggests, will only match search terms exactly. No spelling mistakes, no variations, no extra words. So our “event management software” keyword, would be entered into AdWords as [event management software]. As promised, Google will only display our advertisement to the users who search “event management software”.

 

Phrase matches

The exact keyword might be too exact. Our advertisement will not show for people who search for “free event management software” or “event management software plugin”.

A phrase match will show search terms that match a phrase, plus some variation. It is denoted by speech marks. For example the phrase keyword, “event management software”, will show the ad for the search term – “free event management software” or “event management software plugin”. Unfortunately, the advertisement will not be shown for “management software for live event with presenters”, because the phrase is not searched.

 

Broad Match Modifier Keywords

Again the phrase match might still be too limiting. “Management software for live event with presenters” may in fact be a quality lead at Arlo, but they would not have seen our advertisement.

Broad match keywords allow search terms to appear that contain the term (in any order) plus any close variations. They are denoted with ‘+’ symbols in front of the terms.

The main difference between the broad match modifier keywords and the broad match keywords is that synonyms are not put forward as matches. Unlike the phrase matches, the words can appear in any order. As previously, I will use an example to better explain:

At Arlo we have found Broad Match Modifier Keywords extremely helpful. They allow us to show our ads to a large variety of users without paying for irrelevant searches.

In the next Google AdWords blog, we will be looking at Negative Keywords and how to effectively use them in the least amount of time!

 

Arlo’s top 5 blog posts – February 2017

February 23, 2017 9:18 am, Published by

Here are some of the most interesting and insightful blogs the Arlo team came across this month. Take a read with your next cup of coffee and stay up to date with all things trainings, events and business.
We love sharing what’s helped us, feel free to pass these on to help others!

How to prepare for the future of mobile learning

Brent Schlenker – Litmos

I think it’s safe to say that all digital media consumption will happen via the internet on mobile devices very soon.

Follow the money. A phrase often repeated when you really want to know the answer to questions about tech trends…and other nefarious goings on… Read More

Organisational learning – all fun and games?

Leif Sorensen – CEO – Relation Technologies
We work on developing new learning concepts and experiences for professionals and corporations of all sizes. And a dominant part of these concepts is games. But how can something as seemingly silly as playing games be used for something as supposedly serious and big business as major organizational changes?… Read More

Using storytelling in business to improve results

John Sanchez – Managing Director – FPA Group
Few businesses tell stories regularly, yet research shows we are 12 times more likely to remember information when conveyed through a story. If your company is like most, you probably produce spreadsheets, PowerPoint slides, and memos that give facts without engaging the audience to communicate information. Read More

SEO and digital trends in 2017

Gianluca Fiorelli – Moz Blog

It was an intense year, especially when it came to SEO and Google in particular. Because I’m deeply convinced that we cannot attempt any preview of the future without considering what happened in the past, I invite you to look back at the events that have marked the evolution of Google in the past 10 months. Read More

3 Tips to make your data work harder

Think with Google

In today’s multi-channel, multi-device world, data can be a brand’s greatest asset—and its biggest challenge. But brands that are successfully leaning on data to fuel business decisions are driving incredible growth. Below, we discuss three steps your brand can take to become more data-driven. Read More

Getting value from Google Adwords without breaking the bank!

February 21, 2017 1:15 pm, Published by

Google Adwords can be a nightmare if not done properly here are two basic yet important things to understand for all businesses.

Pick your Google Adwords budget then make it work

Google Adwords can be a critical component of your business’ marketing efforts. With a lot of careful monitoring Adwords can generate high amounts of traffic to your website. The problem can be that the cost of this intense monitoring and the risk of overspending can seem daunting. There are easy tools and methods which can help you increase the yield of your campaigns. Setting the limit on how much you are going to spend is a good place to start.

This would be the number one tip in my opinion to create some valuable campaigns without sacrificing financial stability. Google doesn’t measure the financial feasibility of your campaigns, they will gladly take your money as long as people keep clicking. People only stop clicking once your budget runs out. According to Wordstream the highest cost-per-click keyword on Adwords is “insurance” which will cost you a modest $54.91.

If you are starting out with Google Adwords use a small budget at first to gather data on what people are searching for, what ads work best, etc. Use this small budget to remove negative keywords, come up with more relevant keywords and sharpen the message of your ads. Adwords is like a garden, a maintainable garden often depends on the size. Too big and you won’t have control over the weeds and it will quickly become overgrown.

After getting some test data, pick the amount you would like to spend each day.  Then focus on how to get the most value from that budget. If you think of a new campaign idea first see if you can move budget from your other campaigns rather than increasing your budget.

Don’t forget about quality score!

Huge keyword lists, punchy ads and big bids are all helpful for Adwords. Often neglected and sometimes more valuable is the quality score a keyword receives. Quality Score as defined by Google “is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad”. If your ad is relevant to the search term and the linked landing page is what the viewer wished to find you will receive a better score. Ensuring the continuity between search term, keyword, ad and landing page will mean lower costs and higher positions for you!

Quality score can be accessed under the columns tab. After clicking “Modify columns…”, “Qual. score” can be found under the “Attributes” metrics.

 

 

 

Engagement, Interaction, Retention… It’s a cycle!

February 1, 2017 2:24 pm, Published by

 

engagement, interaction, retention cycle

One of the main goals for teachers in any sphere of education is retention. Training requires valuable resource to increase the chance that learners will retain and utilize the information presented. Without the learning, retention and application, teaching loses its value and does not achieve its purpose.

Retention begins with engagement…

Retention can only be achieved by firstly engaging with the learner. Engaging the learner involves a number of things: clear communication, relevant information, genuineness and so on. Engagement will occur when the individuals before you prioritize your information above the other distractions they have. In a previous blog we discussed 4 Tips for Increasing the Value of Your Presentation, these would be a great start to creating more engagement.

Retention requires interaction…

After an individual is engaged, interaction takes priority for a teacher or trainer. Albert Einstein once said:

I fear the day that technology will surpass our human interaction. The world will have a generation of idiots”.

People need experiential learning through interaction to fully retain information. Why?… Because of our yearning for reason. For people to fully comprehend they will need to question, examine and discuss. Providing time for questions, activities and even rhetorical questions all pull in the audience to be part of the presentation and reason with the information.

Turning technological distractions into methods of interaction…

One of the most relevant impediments to holding anyone’s attention nowadays is the smart phone. As smart devices become more commonly used as note taking alternatives to the classic pad and pen, notifications become a teacher’s enemy. How do you deal with this, without reverting to a classroom style of confiscating devices on entry?

Providing concise notes on the subject, accessible on smart devices increases the likelihood that the learner will be focusing on the subject matter rather than their newsfeeds. Online tools such GoSoapBox “keep students engaged and gain real-time insight into student comprehension”. GoSoapBox contains live survey tools and questions with the results available to the teacher or everyone involved. Here are some other online learning tools to aid your training:

  • Kahoot – Kahoot allows to to create fun learning games for better engagement.
  • SurveyMonkey – Arlo integrates with SurveyMonkey to “create, edit and analyse surveys more effectively” within our event management solution.
  • Socrative – Socrative provides a space for quizzes and activities from which the results can enhance the teaching/training method.
  • Moodle – Arlo integrates with Moodle to create a full event and training management with a learning management system/
  • TodaysMeet – Allows students to access the classroom community and interact with fellow learners from anywhere
  • GoToWebinar – Arlo integrates with GoToWebinar to create both public and private events synchronised with Arlo.         

Interaction starts the cycle again…

The good thing about engagement, interaction and retention is that they are a cycle. More engagement, makes interaction possible, more interaction leads to higher retention. As individuals retain more information the usefulness of the presentation increases and thus further engagement ensues.

Exciting E-Learning Feature Demo

March 17, 2015 8:19 pm, Published by

In case you haven’t already received the email invitation, on behalf of Arlo, I would like to invite you to a demonstration of our new E-learning features.

These features include Arlo’s Online Activities as well as Arlo’s Moodle integration.

One of our product specialists will present two 30 minute sessions on Thursday the 19th of March, at 10:00am and 4:00pm (session times in NZT)

So if you agree that this could take your company to the next level, or just want an idea of other services you could offer in the future, register now.

Google Analytics

March 22, 2009 7:29 pm, Published by

Our new website was launched about three weeks ago and we have been doing all we can to get the word out and visits up. Our team were quick to setup the site with Google Analytics. While Google Analytics may be old hat for those in the tech industry, some of the training providers who use our software may not have heard of it.

This is a post for their information – Google Analytics is just brilliant.

It’s amazing the amount of information you can pull from the reporting, from a map of the world illustrating where visitors are coming from, statistics on the average time they spend on your site, right through to how they clicked through to the site in the first instance. You can use this information to understand your website visitors, and to ultimately improve your website content.

Google Analytics Dashboard example

Google Analytics Dashboard example

While the over analytic among us could possibly get too wound up in the detail and end up over analysing the information from just a month’s worth of data, for a new business such as ours (well newly in the open anyway) just being able to see how effective an email is by the number of hits received on the website after it has been sent is invaluable.

The other key statistic we monitor is the total number of unique visitors to our site. At this stage, a key focus for us is building awareness of what we do and spreading the word about our new services. Tracking the total number of specific individuals who visitor our site helps us measure our success.

If you haven’t setup your website on Google Analytics, I would highly recommend you do. It’s a really easy thing to do – if you have any problems feel free to contact us for some friendly advice.

And the best thing about Google analytics? It’s Free!