Oliver Walker

TESTWORLD - A 100% AI generated podcast, not that you'd be able to tell. It's an experiment, a trial. Don't shoot me if you don't like it 😂. But hopefully gives you another way to consume our really dense articles like long blog posts, help docs, etc., aimed more at people prefer to learn by listening than reading. Let me know what you think! Available now on Spotify, Apple, Youtube or wherever else you find your podcasts probably. #TESTWORLD by Webtrends Optimize

9

2 Comments

If you use GA4, Floodlight Tags, Facebook Pixels, Google ads tags or any other website tracking you need to read on 👇 As you are (probably) aware - it is illegal for you to track any (yes, any) visitors from the EU, California or UK unless they give permission through a 'cookie consent' popup. In 2024 the Australian Privacy Act is due for an overhaul - and soon Australian Websites will need to roll cookie Consent out for Australian users too. Unfortunately, this is not as simple as ticking a box and installing the popup. My guide will help you understand how Cookie Consent Platforms (CMP's) work, and how to integrate them with your Google Tag manager. CookieYes - https://fas.st/t/gHhPooDF More info at bangdigital.com.au - https://lnkd.in/gmEAsEzy #cookieconsent #privacyawarenessweek #PAW #googleTagManger #cookies #ga4 #bangdigital

14

Just 2 more days - will I see you in Köln? I'll be there with the Digiseg team. Curious about any of these, get in touch! ➜ Cookieless targeting that scales ➜ Adding real-world data to your 1P audiences ➜ Simple, cost-effective campaign measurement

31

Useful resource, and true, Konstantinos Papadopoulos . If you’re investing that much in PPC, take your time to enhance your creatives. I know the idea of reaching new audiences faster is exciting for business owners, but you’ll save tons of time and money by having your assets optimized. Don’t skip this step. Optimize over a good base to avoid having to redo everything later. #googleads #digitalmerketing #ppc

4

2 Comments

This was a just for fun #LookerStudio report. But you can access it for free (link in post) if you're interested. This is a "iMessage" GA4 conversation 🤓 I was just messing around when creating this but it might actually be a really useful way to present information to people who don't use GA4 and just want the basics 🤷🏽‍♀️ It tells you: ↪️ How many total and new visitors you had last month ↪️ Conversions by event type ↪️ Traffic by source ↪️ Most popular pages If I have some free time at the weekend, I might extend this one a little. 🔗 𝗟𝗶𝗻𝗸 𝘁𝗼 𝗿𝗲𝗽𝗼𝗿𝘁: https://bit.ly/4b9ellZ Remember, you need to be logged in to your Google Account to use the account selector at the top of the page.

89

17 Comments

Just a little reminder everyone - 1st July 2024 Google's Universal Analytics is no more - it's been a long time coming but the plug is being pulled. So if you haven't set up Google Analytics 4 - get on it now. Need help let us know, we can do this quickly for you. Most people (including all our clients switched over, over a year ago so have a year's worth of G4 data but you can also download your existing UG data before the 1st July. See more details from Google and details below on how to do this in their help section: https://lnkd.in/ehGJ7TAk Further info from Google - On 1 July 2024, Google Analytics 4 properties will have fully replaced Universal Analytics properties, as previously announced. From that date, Google will begin turning off all Universal Analytics services and Universal Analytics APIs, which means Universal Analytics properties will be inaccessible through the Google Analytics front end and APIs. If you haven’t completely migrated to Google Analytics 4 properties, follow the migration guide to start making the switch today. Exporting your data To maintain access to data from your Universal Analytics property, you should download or export your data now. If this isn’t done through one of the methods provided in the Google Analytics Help Centre, your data will be permanently deleted by Google and won’t be recoverable. If you intend to use the BigQuery integration to export historical data from your Universal Analytics 360 property, we strongly recommend initiating this immediately. Product integrations Universal Analytics data and settings accessed or used through advertiser, publisher or other product integrations will be unavailable when services have stopped. For example: - Universal Analytics goals and e-commerce transactions will stop measuring new conversions, including within linked advertising accounts. This may affect ad campaign performance if those conversions are used in combination with Smart Bidding. - Universal Analytics audience lists will be closed, which may affect ad campaign media activation and performance. - API requests related to Universal Analytics properties will fail, including requests for deletion of Universal Analytics data through the User Deletion API. - - This also means that tools relying on an API, such as Looker Studio, will not show any Universal Analytics data. - BigQuery export and backfill of historical data from Universal Analytics 360 properties can only be requested up to and including 30 June 2024. Already exported data remains available in BigQuery. - Attribution projects that were part of Attribution (beta) in Google Analytics will be deleted.

11

2 Comments

Really interesting data in the latest report from Fospha with TikTok being hugely under-reported on Google Analytics This often leads to companies looking at top line metrics in GA and saying TikTok isn't working. It's very rare that someone is logged into TikTok on mobile and desktop (unlike Meta) which makes tracking much more difficult, especially if you're using a blunt and biased tracking instrument like GA. The report also shows that TikTok massively outpacing the competition as a platform for new customer acquisition. We know TikTok is increasingly becoming a popular platform for product discovery, even overtaking Google for some cosmetics and apparel searches! TikTok has seen a growth of 170% in the past 12 months compared to Meta at 66%. I appreciate it was starting at a lower base but it's great to see the investment continue to rise on the platform. The report also outlines that TikTok shows an impressive +12% relative ROAS. What's interesting here is that TikTok retained a strong relative ROAS despite spend levels nearly tripling in a year meaning that TikTok spend can scale with performance not dropping (if you're tracking correctly)! Quick summary: ✅ TikTok continues to grow in terms of brand ad spend faster than other channels ✅ TikTok attribution is hugely under reported in GA ✅ More brands advertising on TikTok means your competition is higher ✅ Still the most important thing for TikTok ads is the creative - even moreso with greater competition on the platform I've put a link to the report in the comments, well worth a read! #tiktok #tiktokmarketing #tiktokstrategy #ecommerce

92

10 Comments

Want to know what you're buying when you optimise to CTR on programmatic open market? You could be optimising to https://trafficbotpro.com/ running via millions of https://www.pvabrowser.com user agents. No amount of IAS, DV or Moat can stop it. It's just how audience targeting on open web works. CTR is a bad performance metric.

10

13 Comments

Take strong sedatives before you start this script:-)

10

been getting a few questions RE PPC + SEO 'jargon' lately, so re-posting our blog in case it helps others! 💯

3

I was chatting with Lee Waltham yesterday about the changing role of organic search in 2024. Wil Reynolds is a leader in the space and lays it out really well. "Gartner predicted a 25% drop in search traffic by 2026. In reality, my SEO traffic is already down 41% in 2024. But here's the surprising part: my newsletter signups are up 65%, and revenue remains steady." It's an interesting point and aligned with what we're seeing at Brandish | A Creative Agency— losing SEO traffic isn’t the end. There's less correlation between SEO traffic and leads now, with metrics like branded search and homepage visits becoming more relevant. We're talking a lot about this with our clients. It's a big part of why your creative approach is more critical than ever as a marketer. As research shifts to AI-driven search, how do we adapt our KPIs? Time to rethink our SEO strategies. Read Wil's full article here: https://lnkd.in/etJvr8a9 #SEO #GrowthMarketing #BrandedSearch

7

Did you think the UK's programmatic DOOH market was big enough at 29% of all campaigns? Think again! The market is expected to continue to grow over the next 18 months, with adoption set to rise to a whopping 36%!! 😱 This impressive growth is a testament to the medium's ability to revolutionise campaigns and leave an impact that actually matters. Not tried it yet? Give our team a shout to get started. #ProgrammaticDOOH #DOOHTrends #CreativeAgency #DigitalOutOfHome #AdvertisingAgency

13

Gutted to be missing out on #measurefest at brightonSEO this Friday. Looks like some top notch speakers including Gareth Beck, Michael Fong, Natasha Burtenshaw-deVries and Anna Rowlinson. If you're gonna make it there feel free to shout out in the comments or drop a smiley below 👇 #fomo If, like me, you can't make it but don't want to miss out on similar events you can check out Zuko Analytics list of upcoming Analytics, Conversion, Experimentation and #ux events here 👉 https://lnkd.in/ezZGGzgQ If we've missed any events off the list then let me know in the comments and I'll make sure they get added. _____________________________________________ 👋 I’m Alun - MD of Zuko Analytics, the most in-depth form analytics software out there (plus our new form builder). I post mainly about form UX and optimization. For more posts and articles about the topic, follow me or click the 🔔 on my profile to make sure you don’t miss anything.

3

2 Comments

This site is an extremely interesting case. Brand in the finance sector. Destroyed by the HCU update 2023. Backlinks from digital PR (and paid links), albeit some of the digital PR ones are totally off-topic, and some look like paid DPR placements. The site increased its content by 1000 pages in a year, so I suggest that it might have used AI content to scale. The site is well-designed, with lots of E-E-A-T elements. My gut says this site was hit by multiple factors: a bit of waffly content, some link devaluation, and AI content. It looks like they've deleted over 1000 pages a matter of weeks after being hit, so perhaps they took a chance. An interesting case, might reach out to the owners of this one.

91

24 Comments

I've been getting asked quite a lot about the Google SEO leak, my thoughts... The recent leak of Google Search's internal documentation has revealed over 14,000 potential ranking factors, offering unprecedented insight into Google's search algorithm. Key highlights include multiple variations of PageRank, site-wide authority metrics, and sophisticated methods for identifying different types of sites. The leak also underscores the importance of user behavior data, click quality, and content freshness. This treasure trove of information could reshape SEO strategies, providing new opportunities and challenges for marketers aiming to optimize their search rankings. Given Google's history of withholding and sometimes misrepresenting certain ranking factors, skepticism is warranted. Here's how to navigate this uncertainty: - Focus on User Experience: Regardless of specific factors, providing a seamless, valuable user experience consistently aligns with Google's overarching goals. - Diversify Insights: Use multiple sources for SEO insights, including industry experts and case studies, to validate new information. - Test and Measure: Implement changes in small increments and rigorously monitor their impact using analytics tools. Ultimately, prioritize strategies that demonstrably enhance user engagement and satisfaction. https://lnkd.in/gmYmGYBp #google #seo #googleseo #googleleak

9

1 Comment

What is srsltid? And What Are We Going to Do About It? 🐝 Anyone else copping the hump with /?srsltid URLs EVERYWHERE!? In my latest piece I explore the rise of the ?srsltid parameter that's been popping up in organic search results. This parameter has caused confusion for many SEOs due to its unexpected and quite frankly flipping irritating appearances in organic results lately. 🐝 The article covers: - What srsltid is - Why it appears in search results - Practical solutions to handle it (disabling auto-tagging, noindex tags, canonical adjustments, and more). Check out the full article: https://lnkd.in/gp438rrq 🐝 p.s. despite the metaphors used I actually love wasps and once painted the portrait of a poor wasp who unfortunately died after flying up my nose on a bike ride. p.p.s. I was riding the bike, not the wasp.

18

4 Comments

And just like that Universal Analytics is gone. No overlap, no extra time. We’ve gone cold turkey all in 24 hours! My thoughts are with all analysts and techies being asked “why isn’t my report working anymore?” or “how do I do this in GA4?” today and in the coming weeks 😩 #GA4 #GoogleAnalytics #UniversalAnalytics

18

2 Comments

🚀💡 Maximizing Impact with Small Budgets in Google Ads 💡🚀 Having worked with clients with every budget range over the last ten years I understand the challenges of working with limited Google Ads budgets. When every euro counts, there's no room for error. You need to know how to help your agency optimise and make the most of every cent: Perfect Your Product Feed: Ensure your product data is accurate and up-to-date. This enhances your visibility and relevance in searches. 1️⃣ Craft Compelling Copy: Your ad copy must be sharp, engaging, and tailored to your audience's needs. Stand out with strong, clear messaging. 2️⃣ Optimise Landing Pages: Ensure a seamless experience from ad click to conversion. Your landing page should be relevant, fast, and user-friendly. 3️⃣ Refine Your Messaging: Consistency is key. Align your ads, landing pages, and overall brand messaging to create a cohesive and persuasive narrative. One common trait we often see in ad accounts we inherit is inefficiency due to unoptimised elements. Every mistake you make burns money, so it's crucial to optimise every aspect of your campaigns. By focusing on these elements, you can drive better results, even with a smaller budget. Many of the accounts we take over have been plagued by poor product feeds, weak ad copy, subpar landing pages, and inconsistent messaging. These issues not only waste precious budget but also hinder overall performance. By addressing these pain points, we've helped our clients transform their campaigns and achieve remarkable results. Let’s turn these challenges into opportunities. With meticulous optimisation, we can make your marketing money work harder and smarter! 💪📈 #DigitalMarketing #GoogleAds #ClientSuccess #MarketingTips #Optimise #SmallBudgetBigImpact

3