Dall int. welcomes new members to power alliance to address global digital marketing challenges.
Attacat has today announced that is has joined Dall Int, a pan European alliance of independent digital marketing agencies. Attacat will strengthen the European footprint of the alliance by providing UK digital marketing expertise to other member agencies and their international clients.
Dall Int. is a family of best-in-class, independent digital marketing agencies that offer a more customer and knowledge-centric alternative to the big international media holding groups. The alliance was officially launched on October 17th 2017 by a select group of agencies that belong to the top 3% of Google Premier Partners in EMEA. Dall Int. member agencies share local knowledge and expertise, engage in joint product development and cooperate on international client projects.
“We want to ensure international customers best-in-class local expertise provided by trusted, top-performing and visionary digital marketing agencies. Dall Int. is therefore honored to welcome Attacat to the alliance. The agency represents what we believe is the digital agency of tomorrow and has proven to be very successful in their home market”, according to Allan Jørgensen, chairman of Dall Int.
Attacat’s founder and MD, Tim Barlow said: “This is a huge opportunity for both Attacat and our clients. Those already operating internationally and those with ambitious growth aspirations should be massively excited about the possibility of pan European collaboration across product and service. All of which can be leveraged by being part of this respected alliance of Google Premier Partners. Looking forward to a close working partnership with all agencies.”
With the addition of the Attacat, Dall Int. alliance counts over 460 specialists, nearly 1100 clients and manages over 150 million euro in annual ad spend. Areas of expertise include display and social advertising, organic and paid search, analytics and marketing automation in both B2B and B2C industries across Europe. As of today Dall Int. provides local digital marketing expertise and native language proficiency in the Nordics, The Netherlands, United Kingdom, Germany, Belgium, France, Italy, and Poland as well as Eastern and Central Europe.
What Is Traditional Marketing?
Overwhelming choice and a burst of colour is what greets us in most supermarkets today. It’s hard to believe that until the 1950s, plain packaging claimed the shelves of our local greengrocers.
Door-to-door salesmen made their way around our neighbourhoods. Subliminal messaging sneaked passed our senses. We teetered on the brink of modern advertising. Pointed shoes and coiffed hair to envy ‘Mad Men’ made way for ‘modern’ marketing.
Traditional Marketing Mix
Almost 7 decades later, the fundamentals of marketing remain the same. The way in which we ‘sell’ products still rests upon The 4Ps – product, price, place and promotion. The sale of services also requires the consideration of 3 extra ‘Ps’ – people, process and physical environment.
Designed to lead customers and prospects through the ‘sales funnel,’ the 4 (or 7) Ps form the basis of any marketing strategy. Today’s funnels are conceptual tools based on the AIDA model – awareness, interest, desire and action.
When we consider how and where digital marketing fits into the traditional marketing mix, it would be easy to assume that it only applies to promotion. However what makes digital marketing so unique and powerful is that touches upon each element of the 4 and 7Ps.
Traditional Marketing Channels
‘Pull’ marketing tools were the only channels marketers had at their disposal for many decades. These included above the line advertising – newspapers, magazines, radio, television and billboards. Below the line advertising – flyers and brochures – also proved popular.
Though the marketing channels available to us have grown remarkably, what hasn’t changed is the approach to their use. Integrated marketing campaigns still employ multiple channels at one time to maximise the reach and impact of a campaign.
With digital marketing keenly in play, integrated marketing campaigns today are likely to see a combined use of on and off-line media at any one time. As well as trying to facilitate the very best marketing tool of all – word-of-mouth, or viral, marketing.
What Is Digital Marketing?
The holistic representation of a brand online and the optimisation of its presence to achieve goals, digital marketing has by no means replaced the traditional marketing mix or made traditional channels redundant.
We know this because ads still flood our screens and reading material everyday. However digital marketing has changed and expanded the landscape within which these ads reach us.
When our TVs only had 5 channels (3 of which would actually run ads) television advertising was a fairly limited, and expensive, platform. Now our screen time has been completely revolutionised. We consume video content via streaming services, smartphone apps, on social media feeds. Every, single video is an advertising opportunity.
Similarly the way in which we consume copy is not limited to the pages in our hands. From 280 character tweets to extensive blog posts or online publications, ‘print’ advertising is no longer just in print.
Digital Marketing Channels
Consider the exponential rate at which digital marketing channels are being created and developed. Then compare this level of innovation with the many decades our traditional marketing channels remained the same. Our current marketing landscape is unprecedented. The reason for this? The advent of the internet.
The internet revolution has since led to the advent of email marketing, websites, blogs, social media (organic and paid), SEO and SEM. Digital marketing channels as we know them today.
As the internet has become more and more sophisticated over the past 30 years, so too have our digital marketing channels. This has prompted digital marketers to keep their skills sharp and their knowledge constantly up to date.
How Can Digital Marketing Help Your Business?
Much like the early days of traditional marketing, digital marketing had somewhat unruly roots. The early world wide web, unregulated by the Google algorithms of today, proved a keyword free for all. When you consider that Google is only 20 years old, it is clear that SEO and digital marketing is still a relatively young industry – with endless opportunities.
With technology, platforms and Google’s algorithm constantly evolving, it can be very difficult to keep up. You are the expert in your business and we are the experts in ours, so if you need a hand with your digital marketing – get in touch.
A lot of Digital Marketers are continually talking about split testing, and the importance of it to the success of a paid campaign. This blog outlines what all the fuss is about and how to conduct an ad copy test effectively.
You may think you know what works creatively with consumers, but you never really know what works until you test it! On Adwords this is easy to do with ad copy and the benefits are significant.
- The main benefit of testing ad copy on a regular basis is that it will lead to an increase in click-through-rate. By testing ad copy you can continually test what type of messaging is most engaging with your audience, allowing you to write more effective ad copy & create higher quality ads.
- This in turn will lead to improved quality score and reduced cost-per-click!
What to Test
There are multiple elements of an ad that you can test, from the description to the display URL. We would recommend starting with the headline. Consumers tend to have short attention spans, meaning the headline is often the only element of the ad that they actually read. This makes it crucial to the success of an ad and shows how important it is to test!However it is also important to test other elements of an advert, including:
- Description Line
- Display URL
- Landing Page
When testing different ad copy you can try various strategies, such as:
- Capitalizing each word
- Adding in price qualifiers
- Using dynamic words
- Change the wording of your competitive advantage
How to Do it
Firstly decide which element you would like to test and write two variations of your ad within an ad group.
Label the ads so you can keep track of which ads your testing.
Change the settings of the campaign to rotate evenly/ rotate indefinitely, allowing each ad to have a fair chance of being shown.
- Do this within the campaign settings > advanced settings > ad delivery: ad rotation, frequency capping
Test the ads using a split test tool to see whether the test has reached statistical significance and which advert has ‘won’. We would recommend using Cardinal path.
- CTR & percentage served will likely be the most telling measurements but you can decide which statistic is most important to you.
- It is important to use a PPC ad calculator tool to conduct a split test so you don’t randomly select a winner. You may think that one ad is clearly out performing another, but the statistics may show something different.
When your ads reach statistical significance there are two options
- Pause the ad that hasn’t done as well and create a new one with new ad copy to test against the winner.
- Or if you’re not sure whether the results are clear, you can leave the test running for a while longer so you can more accurately decipher which ad is better.
In conclusion ad copy testing is crucial, and will help the success of your account. Try to continually test your ads so that you’re constantly improving them. Start with the basics and go from there, you will soon start to see the benefits!
We have to say, there’s nothing like arriving to work early on a Monday morning to find the agency has been shortlisted for no less than 4 of the 8 awards at this year’s Google Premier Partner Awards 2016!
This comes after a record year for our agency and we couldn’t be more excited. Attacat was selected as one of the first Google Premier Partners back in July based on our fantastic ability to demonstrate knowledge and expertise in Google Advertising products. Being shortlisted further builds upon this honour and proves our hard work in Search, Mobile, Display and Shopping Advertising is paying off – most importantly for our clients!
We’ve been shortlisted for the following awards
- Search Performance Award
- Display Performance Award
- Shopping Performance Award
- Outstanding Premier Partner Performance Award
The best of the best
While we are humbled to be nominated for all the above awards, we are absolutely blown away to have been chosen as 1 of only 2 UK agencies nominated (out of a total 10) for the Outstanding Premier Partner Performance Award! This award takes into account not only the specific Google Products that we specialise in, but also the relationship with Google as a whole. Those listed have proven themselves to demonstrate innovation and measure impact to succeed in building their clients’ businesses and reach and exceed not only our clients, but our agency’s targets and goals.
The awards take place in Dublin on December 5th and we will be sending two of our finest to represent us (black ties and all)! The annual Google Partners Accelerate event, which we attended in both 2014 and 2015, will coincide with the awards and take place on December 4th. Again, it will include speakers and training sessions designed to assist agencies in accelerating their growth and success.
Check out the full shortlist here and stay tuned for the results in December! We are greatly looking forward to attending the event, learning more about the Google Premier Partner plans for 2017 and meeting and networking with the rest of the selected agencies!
Our ability to be shortlisted and compete alongside these elite agencies comes down to the hard work of the Attacat team and, of course, the willingness of our clients to let us do all we can to build their businesses and be successful. We couldn’t achieve the great things we do without the relationships and trust that have been built between Attacat and our clients and we thank all those who have supported us.
Stay tuned and wish us luck!
Great news! This post comes with not one but TWO Attacat New Media Breakfast presentations.
We’ve had the pleasure of presenting two topics at 4 breakfasts over the course of 2016 and have got them both in this wonderful wee package of a post. Sadly, you won’t get the additional script and amazing chat that comes along with the events but hope you’ll still find at least one nugget of interesting information to share at your next business lunch!
If you have any questions about the slides below, please leave them in the comments below or simply get in touch!
April 2016 – Pay Per Click Advertising
Presented by: Tim Barlow & Andrew Morgan
September 2016 – Analytics
Presented by: Tim Barlow & Kevin Thomson
There’s still a chance to catch the chat on Google Analytics in Glasgow, Friday September 30th! Grab your tickets here and learn how to make data work for you!
For more information on the New Media Breakfast and when the next one takes place near you, head over to www.newmediabreakfast.co.uk! October’s theme, presented by the host with the most, Gordon White of fatbuzz (Glasgow) will be all about Christmas, campaigns and promotions!
There have been reports of a huge amount of volatility in search results over the weekend of 3 September, and while it’s ‘early days’ we’re starting to see impacts of what is likely a core update to the Google ranking algorithm.
What’s been affected?
It looks as though there has been a big shakeup of Google local, so local-intent searches and results have been noticeably impacted.
Secondly it appears as though content-rich sites may be benefiting, so content-thin sites or ecommerce may be more impacted. We’re also seeing some evidence of recognised brands getting another boost: Google have made it clear that users want to see brands they recognise.
You can read more information on SearchEngineWatch.
Attacat’s Head of SEO Joel Lumsden (@attacat_joel) was recently asked to present at the Turing festival. The full-stack marketing event has been running since 2011 and has brought to Edinburgh some of the biggest names in tech and marketing, including Moz’s Rand Fishkin. For those of you not lucky enough to attend, or if you want to give it another read, you can view Joel’s presentation below.
(image courtesy of top dude @MrGavinBell)
Chrome’s developer tools are excellent and a must-use for SEOs. Here’s a quick run-through of the features we most regularly use:
How do I access Chrome developer tools?
Simple press F12 on your keyword or right-click on a page and select ‘inspect element‘ from the contextual menu. The benefit of inspect element is it immediately shows you information about the element on the page your pointer was on.
How do I change my location in Google searches?
Want to see a Google search result as if you were in a different city? Press F12 within a Google search page to access developer tools, then select the ‘sensors‘ tab in the bottommost menu. If you’re using developer tools for the first time you will probably have to add this menu: click the three-dot icon in the top-right of the developer bar > More tools > Sensors.
Once you’re in the sensor menu, you can select preset locations or enter latitude-longitude values to change your location to a specific point.
How do I emulate how a mobile phone browser sees a website?
It’s vital that your website is mobile friendly, and this method will let you see your site as if on a mobile browser. Press F12 in Chrome within a Google search page to access developer tools. Look for the mobile and tablet icon in the top-second-left of the developer bar and click it.
You can then select a preset mobile device resolution or other useful resolutions. Once you have selected your option press F5 to refresh and reload the page; it won’t appear correctly until you refresh.
You can also throttle the download speed to replicate the effect of downloading via a 3G or 4G network, and choose your user agent to replicate different mobile browsers on different devices (e.g. Chrome 52 on iPhone).
To throttle the network performance, select the ‘network conditions‘ tab in the bottommost menu and choose a throttling option. You can also select the user agent from this tab. If you’re using developer tools for the first time you will probably have to add this bottommost menu: click the three-dot icon in the top-right of the developer bar > More tools > Sensors.
How do I temporarily change colours and fonts on web pages?
Warning: you’ll need some understanding of CSS to properly implement this, but it’s great for previewing changes to site styling. Press F12 or right-click to get the ‘inspect element’ option. When in developer tools, look within the ‘styles‘ tab on the right-side box for a style you wish to change, such as a font, font size, font colour, or element colour. Simply click the value and type in a replacement to change it on the page instantly. You can view the styles of particular elements by clicking them within the left-side elements list.
You can also click the ‘computed‘ tab within the right-side box to more easily see what styles a particular element has inherited. Click the style within the computed tab and it’ll take you straight to the relevant style within the style tab, ready to be changed.
How do I check how quickly my website/page is loading?
Press F12 or right-click to get the ‘inspect element’ option and access developer tools. Navigate to the ‘timeline‘ tab in the main box. Follow the instruction and press F5 to evaluate and record load performance.
You’ll then provided with a recorded timeline of every load operation and the impact it has on overall page load speed.
You can combine this with the emulation of a mobile phone browser or data throttling described above to show the timeline of how a mobile device would download your webpage content.
The wizards of Moz (ha) are back again with an exciting new tool for we eager SEO’ers. Released back in May, the Keyword Explorer has been a long time coming and some even believe that it is the only keyword research tool you need. While we’re still in the experimental stages and are not quite ready to abandon our precious Google Keyword Planner quite yet, it’s definitely proving to lessen the time it takes to perform the sometimes massive task of keyword exploration. By taking you through discovery, gathering metrics, list building, filtering and prioritising – without even leaving the browser window as well as having the largest English-language online keyword database, we definitely feel like it’s a perfect place to start. It’s also good to note that already this program has not just been a one time launch, with constant ongoing work to update it, with the newest additions coming just a few weeks ago. As I said, we are still researching it’s benefits within our agency, but we do encourage all to give it a go, and with 2 free searches a day for non-Moz members, you’d be silly not to! Check out some of the exciting features and learn more about how you can use it within your organisation to help you to better understand the keywords you can target to attract customers to your site.
4 Key Indicators
When you first type in a term, you will receive results in a simplistic, easy to read page. Along the top of this page you will see 4 separate bar graphs detailing:
- Volume – the number of monthly searches for the keyword.
- Difficulty – how difficult it may be for you to rank against current competitors
- Opportunity – estimation of the click-through-rate in this search result. This also takes into consideration the number of SERP features (shopping ads, text ads, etc) that may bump your organic ranking further down the page.
- Potential – a combination of all the above metrics.
These are great as they really give you an excellent feel – just by a quick look – of how well using this keyword could benefit your campaign. Below these metrics, are 3 other boxes: Keyword Suggestions, SERP Analyisis, and Mentions. Mentions shows you a list of sites and links that include the chosen keyword (great for link building). Because Mentions takes you to a new tool, we’ll just focus on the two in-program features.
Here is where you can begin building your keyword list. Usual keyword research processes involve a variety of tasks in order to discover how people are searching for your site and tend to involve a variety of programs. It can even come down to you just simply typing a word into Google in order to see related or long-tail searches. Keyword Suggestions automatically gives you a list of 1,000 suggestions – an excellent amount to start with – and has already taken all of these other common programs we use into consideration. By using data collected from Keyword Planner, Google Suggest, Related searches as well as clickstream data, Moz has managed to build the largest English-language online keyword database thus cutting the time we would normally spend in many different programs down substantially.
You are also able to search for these keywords in a variety of ways if you’d like your lists to be more or less specific. These include:
- a mix of sources (default choice)
- only include keywords with all of the query terms
- exclude your query terms to get broader ideas
- based on closely related topics
- based on broadly related topics and synonyms
- related to keywords with similar results page
By searching using a combination of these options, you will be able to build a more robust keyword list. Once you view the results, you are able to filter via volume and relevancy as add selections to lists as you go.
If you’re curious to see what kind of competition certain keywords have, just select the keyword and head to the SERP Analysis. Here, you will be able to again view those 4 key indicators to give you an idea of the potential for that keyword, but also see the features that may get in the way of the top organic results (as in, if you can at least get on the first page, how many other features will people see before they see you!). Common SERP features include: Adwords, Knowledge Cards, Local Search Listings, Images, and Videos. While this function won’t show you the exact ads showing at that time, they will give you a more visual idea of the competition you’ll face if you choose to target that specific keyword. Below, you’ll see that searching digital marketing agency edinburgh shows 4x Adwords ads, and 3 local packs (usually including, contact information and images) before you even see the actual organic results! This means your organic listing, though it may be on the first page, may still be a bit of a scroll down the page. If you’re not bidding to show for one of those ads, it’s clear the competition may be too high and it might be better worth putting your money towards more specific terms.
Most of the time, building extensive keyword lists involves exporting and importing a variety of keywords to excel lists and hours of separating and filtering until you’re happy with your final list. With Keyword Explorer, while you are able to export and import lists and files as you wish, a lot of the separating and filtering can be done from within the browser window! Once your list has been compiled, you’ll be able to view overall metrics for the list (broken down into again, the same 4 indicators) as well as allowing you to filter even further by these metrics. When you’re finally happy with the way you list works, a simple download to .csv will allow you to share lists with coworkers or clients.
Other benefits and takeaways
We use Moz as a great learning resource around here, so it’s hard to say anything bad about this new offering. We’ve only had the opportunity to use it on one or two clients so far, and still haven’t given ourselves fully to its functionality but feel it really does a lot in regards to bringing all these different tools we used to use into one. We’re still a bit attached to Google’s Keyword Planner tools but definitely believe the Explorer has scope to assist us greatly going forward. Since launch, they’ve added a variety of extra features and have now expanded their keyword data to include international search outside of the US including UK, Canada and Australia. While it is still English-based, we have no doubt they’re continuing to work on growing the features they can offer and look forward to seeing where they’ll take it next!
Are you intrigued by this new product? Head over here, try a couple free keywords and let us know what you think? We’d love to hear your thoughts below!