A day in the life of… Danny Ireland!

Tell us a bit about yourself…

I’m the token northerner of the Launch Team, based in Wakefield. I grew up playing rugby league to a semi pro level on the books at a couple of Super League teams. Achieved my Business Management Degree at Leeds Met, then went to work in football for over 5 years, before moving into digital advertising.

What’s your job role at Launch Online?

Account Director, working across a number of clients to make sure that the strategy and implementation of their digital activity is providing results.

How did you get into Online Advertising?

I was working within Sports Sales & Marketing, assisting brands to use sports as a marketing platform and getting the best results from it. I then went to work at Google HQ, straight into the deep end of digital! I assisted UK agencies with their online advertising campaigns. Then the opportunity came to switch to an agency and join Launch Online, I have not looked back!

What would a typical day look like for you?

In the morning I will say hello to the rest of the team, and jump on a Google hangout with them at our HQ in Exeter.

There is not a day where I don’t have contact with the team or clients. I like to jump on a video call / phone call with clients to go through their campaigns rather than email.

My calendar is my bible! I like to set A LOT of reminders about campaigns which need changing – so setting allocated time aside helps schedule my workload and time. 

What is something you look forward to everyday?

Checking the performance of a campaign that I have made changes to. It’s a bit geeky but it’s all about the data and seeing it perform is great.

What do you like most about your job at Launch Online?

The work environment that Jaye has pushed for, which means that she not only gets the best out of us, but we are excited to do the work. Additionally, I love building client relationships –  I really enjoy meeting new people and getting to know new businesses.

How do you wind down after a day at work?

I am a big fan of Leeds United where I have a season ticket so when I get a chance i’ll be watching them. I enjoy TV & films and would also call myself a gamer with Red Dead Redemption taking some time to get through!

When I am not watching footy or gaming, my wife has me doing DIY around the house which we bought last year!

Thank you Danny! Next up, we’ll be hearing from Jaye, she’s the brains behind Launch Online! Watch this space! 

PPC News: Google Ads to sunset average position reporting metric later this year

Google will retire the average position reporting metrics used in Google Ads this September.

What is average position?

Average position is the mean average of where your ad is placed. Google’s definition of average position is “A statistic that describes how your ad typically ranks against other ads. This rank determines in which order ads appear on the page.”  Essentially what this means is a score that Google calculates based on your bid and your quality score. It allows Google to reward advertisers with a good ad position because of quality ads, keywords and landing pages, instead of just who has the highest bids.

Why are they removing the average position reporting?

Google have recently introduced better tools to report on average position. In November, Google added four new metrics provide better indications of where your ads appear on the search results pages. These new tools mean that the average position reporting is no longer as beneficial.

Pallavi Naresh, Google Ads product manager, said, “These new metrics give you a much clearer view of your prominence on the page than average position does.

How does this impact me?

It doesn’t. We now have better tools to understand how your ads are performing!

An introduction to title and meta tags for SEO

A day in the life of… Dids Reeve!

Tell us a bit about yourself…
Having graduated with a degree in photography and been self employed in bricks-and-mortar and e-retail for 10 or so years, I came to digital marketing via a non-direct route; it wasn’t something you could study back then! My digital experience grew from having my first (fairly unsophisticated) website in 2003, to being trained in SEO and Google AdWords for my own business, to what I do now.

I live a stone’s throw from the sea and love the pace of life that goes with it. I am a bit of a petrol head, and ride a superbike for fun.

What’s your job role at Launch Online?

I am an account strategist and unofficial ‘ppc ninja’ for ecommerce and B2B clients.

What would a typical day look like for you?

I don’t have many typical days! I might be at a client’s office, or at a Google event in London, or on calls with clients discussing strategy or progress on their advertising or SEO. I guess most days are spent working in-depth on clients’ Google, Bing or social media ads accounts, and this is sometimes in collaboration with one of my inspiring colleagues.

What is something you look forward to everyday?

Eating. Or when it comes to work, seeing positive performance data. #geek

What challenges do you face in your role?

In its simplest form, my role requires me to be responsible for driving the website traffic on which many of our clients’ businesses are built. Many of them operate in highly competitive industries, so spending their budgets wisely, and ensuring that their business stands out from the crowd, are challenges I relish.

What do you like most about your job at Launch Online?

I think the collaborative relationship we nurture with our clients is something special because the mutual trust built allows us to be creative and innovative with their advertising. I’ve worked with the core of my clients since I joined Launch Online, and I really enjoy getting fantastic results for them.

How do you wind down after a day at work?

I may go for a walk down to the sea, or take my bike out on the road; maybe end up at a beach somewhere, or getting ‘lost’. Otherwise I like to cook or consume box sets. I also help a local non-profit called Driven to Extremes, which supports military veterans suffering from PTSD, by giving them the opportunity to take part in challenging vehicle expeditions around the world.

Thank you Dids! Next up, we’ll be hearing from Danny, he’s our Google Shopping Guru! Watch this space! 

Wow what a year!

Black Friday 2018 – trends and a checklist!

Black Friday is nearly here! However, with many retailers starting their Black Black Friday deals at the beginning of the week, we’re sure your email inbox has been filled with offers for days!

Black Friday has changed the way we shop on the run up to Christmas, advertisers and businesses are having to change their marketing and advertising to make the most out of these trends.

What are the key trends?

December sales are slowing down
According to research highlighted by the BBC, consumers are buying more in November, December sales have been slowing down, as shoppers look to snap up a bargain earlier on in the build-up to Christmas.

Internet sales are increasing
According to the ONS, average weekly internet sales have nearly tripled between November 2010 and 2017. Last November, UK consumers spent over £1.6bn online every week!

Research from Salmon have predicted consumers will spend nearly £5 billion this Black Friday, with almost half expected to be spent online. UK consumers will spend on average £90 on Black Friday, with the 25-34 age range splashing more cash than anyone else (£154).

Social Media is important
Social media is becoming an important advertising platform. According to global web index, when it comes to Black Friday and Cyber Monday campaigns, social shopping rises by as much as 66% in the UK. One of the most popular platforms for converting after seeing a Black Friday advert is Instagram. A quarter of UK respondents identify a better preview of the product as a core reason for their choice of platform to buy through.

Video is becoming important for e-commerce

According to Viddyoze, E-commerce conversion rates could be boosted by as much as 85% through effective use of video on Black Friday.

If you’re on advertising on Google Ads for Black Friday, we have pulled together a quick checklist to make sure you’re all ready for the shopping event of the year tomorrow!

Black Friday checklist

  • Landing page offers – Is your advert clear on all landing pages and not just on your homepage? If users land on a separate page, your offer needs to be obvious to them
  • RSA’s and ESA’s – Have you set up responsive ads and extended search ads? New to Google Ads this year, they will help you get an edge against your competitors 
  • Clear messaging – Don’t over complicate the messaging, make it clear what you’re offering
  • Tagging on your website Make sure your tracking codes are all working effectively so you know where conversions have come from
  • Mobile site is optimisation – With 63% of users now visiting websites via a mobile, it’s important to have your site mobile optimised
  • Clear promotional codes – If you are using promotional codes for your Black Friday deal, make sure they are simple, obvious and easy to use 
  • Update bids and budget – It’s a busy day so make sure you increase your PPC budget for increased competitiveness so you don’t miss out on conversions

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