Paid Search for Crisis Management: The Case of Anton Casey
Jan 2014 24

Who’s Anton Casey?

If you are not socially connected and do not live in the little red dot, you probably would not had heard of Anton Casey.
But if you are, you will probably be aware of his quick rise to “stardom” and the attention on him in Singapore for the past 96 hours.

It all began with two Facebook posts.

Anton Casey's Facebook Post That Spark A Public Backlash

Anton Casey’s Facebook Post That Spark A Public Backlash

The first, a picture of his five-year-old son on the Singapore’s train system, the MRT, captioned: “Daddy where is your car and who are all these poor people?”
The second is of Mr Casey’s Porsche with the caption: “Ahhhhhhhhh reunited with my baby. Normal service can resume, once I have washed the stench of public transport off me…!”
In addition, Mr Casey also uploaded a video to YouTube mocking reactions to his comments, calling Singaporeans “wuss”.

It went viral.

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3 Questions To Ask Before You Use AdWords Shared Budget
Nov 2012 03

The New AdWords Feature – Shared Budget

In early September, Google announced a new feature that allowed budget to be shared between your AdWWords campaigns – Shared Budget.
The advertiser can now specify a budget to be shared among numerous campaigns, instead of a single budget for each campaign.

Turning Missed Opportunities Into Potential Opportunities

Ever experienced a day whereby some of your campaigns exhausted their budget but the others didn’t?
Don’t you wish that these unspent budget (read missed opportunities) can be shifted to the spent campaigns to generate more potential opportunities?
Shared Budget will make your dream come true.
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6 Reasons Why SEM And SEO Should Go Hand In Hand
Oct 2012 29

Which First? SEM or SEO?

An age old question often asked – should I go SEO first? or SEM first?
Let me ask you another question – does the chicken comes first or the egg?
There’s no right or wrong answer, it very much depends on your scenario.

Chicken First Or The Egg?

The answer depends on 2 criteria, the stage your business is in and your business objectives.
A new business needing a fast turnover can’t rely on the long term benefits of SEO.
A digital veteran well optimized for the Google search engine might not (critically) need SEM.
Do they still need SEO/SEM? Yes they sure do, but it won’t be a priority for now, However, it should definitely be somewhere in the pipeline.

Why do I need SEO when I am already doing SEM – vice versa?

Similar to the current USA presidential election, there are 2 camps of supporters, 1 for Obama and the other for Romney. Among search marketers, there are 2 camps as well – 1 that believes in a direct relationship between SEM and SEO, while the other staunchly deny of such a relationship between the 2.
I am an advocate of the former and I will offer 6 reasons why, in a logical manner.

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Keyword Optimization Through Conversion Values
Aug 2012 19

The Success Metrics To Your PPC Campaign.

What defines success in your PPC campaign?

For some, it’s the quantity of qualified traffic driven to a website (clicks).
For some, it’s the number of eyeballs that had seen the ads (impressions).
For some, it’s the click through rate (CTR).

Depending on the objective of the campaign and/or requirement of the advertiser, the set of success metrics can differ from one advertiser to another.

The bottom line of most (if not all) for-profit organizations is the amount of revenue that’s eventually generated.
In PPC terms, no metric can be more closely tied with revenue generation than the number of actual conversions.


Conversions And Conversion Values.

A conversion can be:

– Purchase/Sales (of a product/service),
– A view of a webpage – such as a “contact us” page,
– Signing up of a newsletter
– Downloading of a PDF or
– Lead generation – submission of a form enquiry etc

For every action listed above, a conversion value (also known as “goal value” in Google Analytics) can be attached to it.

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Creating Mobile In-App Advertising Campaigns In Google AdWords
Jul 2012 21

From Google AdMob To Google Adwords

Think AdMob and you get Mobile In-App (not mobile websites) Advertising networks.

Acquired by Google in November 2009, AdMob was recently assimilated into the Google AdWords platform a month back. Advertisers are now able to target their advertising efforts across around 300,000 mobile applications in the AdMob network and reach people in 23 countries from within the AdWords interface.

AdWords advertisers will welcome the ability to target specific smartphone or tablet device models (e.g. Samsung S2) or a particular manufacturer brand (e.g. Samsung).

Like the display network, advertisers can choose to target categories available in Google Play Apps / Apple iTunes App Store (automatic placements) or to target specified apps (managed placements).

With the integration, Google AdWords advertisers now have the ease and convenience of running search, display, video and mobile in-app advertising campaigns through a single platform.

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