Google switched up the Pay-Per-Click ad game on February 6 when they unleashed the greatest change to AdWords in the last five years: Enhanced Campaigns.
- what a user wants
- when the user wants it
- where the user is physically located
Context is Key
Under the new system, the device a person uses to access the web—a PC, smartphone, laptop or tablet—is no longer the main focus as it has been historically.
Since users are almost always connected to the internet, now the most important determiner of search behaviour is context. This accounts for:
Lately around the Domain7 offices we’ve been talking a lot about courage. The best projects require digging deep to bravely pursue a central story.
We love working with Regent College because they are willing to take risks as part of a larger strategy. They’ve been truly brave as they’ve reshaped their brand and brought it boldly to the web.
Part of their mission as an innovative graduate school is to find the best ideas, and apply them. Through strategy & storytelling we helped Regent give these ideas a human face.
We developed four archetypes of the people that best symbolize the school: Creative, Thoughtful, Redemptive and Fearless. We scoured their alumni base for real-world examples through research and one-on-one interviews.
Then, we produced video & photography representing each archetype. What’s compelling about these stories is that they are focused, not on Regent, but on the ideas and experiences central to becoming the kind of person who thrives at the school.
We think these videos show the authenticity behind the people who make Regent the distinguished institution it is. They are relatable, reusable,...
Last night we sponsored Smavvy.tv—a super fun event put on by our client and friends, Smart Savvy.
It felt like nearly EVERY marketer in Vancouver must have been there and it was great to see lots of our pals and clients amongst the martini-sipping crowd. Check out the details at Smavvy.tv.
Have a look!
Last week, a crew from D7 joined the annual BCAMA Agency Panel Breakfast at the Coast Coal Harbour for our yearly peek into the crystal ball of marketing. (Yeah, we're all blurry, but that's us in the photo above.)
Four local agency heads shared their predictions for what’s next in marketing. It was nice to see some of our own predictions echoed throughout the morning, but there were also some fresh nuggets of wisdom worth passing along:
1// "Everything has changed, but values have not." —Lance Saunders, DDB
Technology is constantly evolving, but the reason we use it remains the same: human connection. Lance pointed to Instagram as an example: "It’s not about a love of photos, but a need to feel loved.”
2// "People don’t buy what we do, they buy why we do it...
Great content never goes out of style.
A few weeks ago the endlessly talented Trevor Meier shared this video about interaction design with the team. There is so much goodness in here that goes well beyond UX. It’s not only a visual treat, it also aligns really nicely with our ethos here at Domain7—building bridges between humans and technology.
For me—a writer and voracious content consumer—the key takeaway was this: “Make it about the content not about the chrome.”
When I joined the team at Domain7 two years ago we were known for building great platforms on which our clients’ content could shine. Like the video suggests, we worked hard to make technology invisible—so the web becomes a natural extension of the user. This is still an important part of "human web" and core to what we do.
In the last couple years, however, we’ve discovered that our clients don’t always know the value of their own story, or even how to unearth it below process and products.
It’s a topic that’s close to our hearts at Domain7 and particularly to my own, as the one guy with “Storyteller” in his title. So it was great to be part of this stellar speaker lineup, along with friends from Hootsuite and Blast Radius. Our client Randall Peters from TELUS, served as moderator as each of us tackled an aspect of bringing stories to the web.
I opened the topic by speaking about the power of story myth and how to find that story in your organization. In my ten years of finding stories and telling them through...
Olympic athletes make use of cross-training for competitive events, and savvy businesses make use of cross-marketing in digital media for the marketplace.
One way to cross-market is to combine both Pay Per Click (PPC) Campaigns and Search Engine Optimization (SEO). Using these tools on their own is effective (see my post: PPC: not as scary as you think), but combining PPC and SEO–now that’s power.
Here are 3 reasons why.
1. Improved click-through rates (CTR) and more compelling copy
Compelling copy is key in any marketing campaign and it can be tested through PPC ad copy. Use your PPC results to find effective keywords and the calls to action that yield the best click-through rates and conversions. Now use them to beef up PPC campaigns and SEO meta tags (titles and content descriptions).
Better content not only improves your search engine rankings but it also captures customers. Excellent content takes them to your website instead of your competitors’. And that means both higher CTR and conversions.
TIP: Borrow proven copy from PPC ads to maximize SEO CTR and...
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