Facebook Timeline – Perth Business, check it

New look explained from a Marketing Agency

When Facebook Timeline was brought to the attention for all common personal profiles, everyone was wondering when the same was going to be requested to the Business Pages. The time is now!

Some of our clients got confused about this introduction and looked scared to the new change, as all the work done to date was going to be wasted. It is not! As a Marketing and Advertising agency, we would like to give the top information to all our clients in Perth and other people seeking to get some information about it.

We did launch our Facebook Business Page so you can visit ours to get an idea. Just type on your search bar of Facebook Ants Marching – Creative Strategies, or seek on Google for Ants Marching Perth Facebook. In the meantime we'll explain you through figures what it is. Ready? We will give you free tips as well.

As you can see, lots changed, but much remained the same... you now have more chance to customize your image and promote yourself. Most applications, insights and features on Facebook will stay the same as they were before.

In terms of big changes:

• Layout – completely different! Images and posts are the driving and highlighted elements. The fantastic thing is that you can highlight – by clicking the star in the top right and corner of your post/story – the stories/posts you prefer.

• Landing Page – Some of you will be upset – we are too – but now Facebook is avoiding the creation of dedicated landing page. Your landing page is now in your application and can be viewed if you/your users click on it but it cannot be by default your landing page.

• Cover Photo – it becomes the queen of your page, the door of your brand. Now you can engage your users and followers through enhancing picture. Follow us to see how we change the cover and drop a line to us if you would like to have a help from Ants Marching in Perth.

The swap to your Facebook Business Page will be automatic on 30 March. If you want to take advance of our service to help you on the new layout, contact us on 08 6189 3653 or email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it.

Of course if you have not done it still, Like our page.

Google AdWords: the dilemma

The dilemma of any PPC manager: Rotating Ads or Optimising Ads?

As a Google AdWords consultant you will be surely asked on which option is better: set ads to rotate or to optimise.

The marketing agencies, in Perth and worldwide, face most of the time this dilemma when optimising their AdWords campaigns.

Google's default setting is "optimize," so if you have multiple ads in one ad group, your better performing ads (generally those with a higher CTR) will be shown more often. However... is CTR your measure of success? The more experienced PPC advertisers know that clicks are not always considered a good measure of success. Instead, conversions -- sales, leads, sign-ups, downloads and other desired outcomes -- are considered better measures of Google AdWords performance.

People always tend to set ads to "rotate" to satisfy my craving of juicy PPC data. Rotating ads could be detrimental to profitability.

Why? Because by rotating ads, you are accepting a lower Quality Score and a higher average CPC in exchange for better analysis data.

Let use an example.

Suppose you had two ads in an ad group (ad 1 and ad 2). Ads were set to rotate, so each was shown an equal 1,000 times over the month. Ad 1 was the best performing ad in terms of CTR (3.0%), delivering 30 clicks over the month. Ad 2, with a CTR of 1.0%, delivered only 15 clicks.

• Ad 1: 1,000 impressions, 3.0% CTR, 30 clicks

• Ad 2: 1,000 impressions, 1.5% CTR, 15 clicks

Now let's look at the totals for the ad group. From 2,000 impressions on both ads, 45 clicks were delivered at an average CTR of 2.25%.

Ad Group Total: 2,000 impressions, 2.25% CTR, 45 clicks

Now let's consider what would happen if the ads were set to optimize, where Google chooses which ads to show based on their CTR. We know that Ad 1 has a considerably higher CTR than Ad 2, so to increase their advertising revenue, Google would choose to show Ad 1 more often. Ad 1 gets 2,000 impressions; Ad 2 receives 500.

• Ad 1: 2,000 impressions, 3.0% CTR, 50 clicks

• Ad 2: 500 impressions, 1.5% CTR, 10 clicks

Look at what happens to click volume for the ad group. Since the ad with the higher CTR is being shown more often, more clicks are being delivered. For the 2,500 times both ads were shown, click volume has risen from 45 to 65 -- an increase of 44%.

Ad Group Total: 2,500 impressions, 2.6% CTR, 65 clicks

Average CTR for the ad group has increased from 2.25% to 2.6%. Setting the ads to "optimize" has delivered 44% extra clicks for no extra effort.

But as we pointed out earlier, clicks are not the only factor that matter -- it is conversion volume which is more often considered a measure of success. Those extra clicks may just be increasing my costs for no improvement in conversions! Aren't I better off deciding myself how often my ads get shown?

You are maybe getting lost... I am as well! Search Engine Marketing campaigns are not as easy as open your browser! Having your marketing consultants will help you on getting better results and be followed from a specialist when consulting an AdWords consultant.

The Importance Of CTR

Google loves relevancy. They want their user experience to be as great as possible, and they reward CPC advertisers who provide highly relevant ads. They do so with a Quality Score metric, scored out of 10.

CTR is the most important measure of Google's Quality Score, so the higher your CTR, the more likely searchers (and Google) think your ad is highly relevant.

All other things equal, a higher Quality Score means a lower average cost-per-click (CPC) price or a higher ad ranking.

Since our optimized ads have a higher CTR than our rotated ads, it is fair to say they will receive a higher Quality Score, perhaps an 8 instead of a 7. If ads were shown in the same average position, it is also fair to say that the optimized ads (with a higher Quality Score) will have lower cost-per-click prices, perhaps by 10%.

This means that by setting ads to rotate, you are accepting a lower CTR, lower Quality Score and higher CPCs for better quality data.

The PPC Manager's Dilemma

Which is better?

1. A higher CTR, higher Quality Score and lower CPCs, or...

2. The ability to conduct more reliable ad text analysis?

You can't have both. Setting ads to rotate is inevitably accepting a reduction in CTR, a lower Quality Score and an increase in CPC prices, but allowing for more insightful ad text analysis. Setting ads to optimize is delivering extra visitors, each at a lower cost, but at the expense of meaningful comparative ad text data.

Supporters of the "rotate" setting might suggest that if ads are optimized regularly based on CTR, it is possible to increase Quality Score over time. However regularly ads are optimized, there will always be a loss in potential CTR and an increase in CPCs during the testing period, where your low CTR ads are shown instead of those with a higher CTR.

Of course, it is generally more important to optimize ads based on conversions, rather than just CTR. But unless you can be sure that one ad is going to convert at a significantly higher rate than another, is it really worth paying a higher price just so you can conduct better ad text analysis?

Are you interested in running any advertising activity? Call us today to discuss them.

The Website Doctor

Website Development and website Design in Perth - get it right!

 Having spoken to our clients and networks, Ants Marching is aware that not all businesses are interested in rebuilding their websites. Why? Because it can be costly and time consuming. However, with just a few tweaks, an average website can be transformed into an awesome one.

Currently in Perth, there are website development services that lack the right skills to produce an outstanding result. There are also some website designers who call themselves a web developer and a web designer in one. The result? A website that does not respond to what your users are looking for.

This is where our Website Doctor comes in handy! We offer a consultation service to business owners to help them discover why their websites are not bringing in new leads or making those vital sales.

So who is this doctor and what can he do for you?

The Website Doctor resides at Ants Marching’s office where he will conduct a full marketing examination of your website. Analysing it page by page, he will identify the weaknesses, expose the gaps and highlight where it is failing to fulfill its basic marketing function.

Then, in a detailed, prescriptive report, he will tell you how to fix any technical issues and make suggestions on how you can revamp your website to make it work better for you and therefore meet your business goals.

With the report in your hands, you can decide whether to implement the solutions yourself; ask your website developer/website agency/web designer to complete the work on your behalf; or the Ants Marching team can implement the solutions for you.

Ants Marching and its Website Doctor offer the following services to prospective clients in Perth and across Australia:

• Website Development Services: Get your website to work! It may be just a broken link, the wrong image resolution or a faulty set-up. We’ll give you the diagnosis and you can get your website developer to solve the problem, or our in-house website developer can fix it for you.

• Website Design Services: Get the fantastic design your website deserves! It may be just the landing page design or a character to make your website more engaging. The Ants Marching website designer, guided by the Website Doctor, will provide the answers you need to get your design up-to-scratch!

• Marketing Consultant: Think like your target audience! You may just need to restyle your website to make it more user-friendly. Our doctor will point you in the right marketing direction to get your website generating qualified leads.

• Google AdWords Check-Up: Are your Google AdWords campaigns not working? It may not be Google's fault! We can optimise the account you already have in place and make it happen!

Like the sound of our services? Think they could work for you? Call our Perth office on 08 6189 3653 or email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it.

Google is starting a web tracking

Google is paying users to…? Track 100% what they do online

Google is working to collect information about Internet users. The company has set up a new program called Screenwise, which offers money to users who install a black box on their home network to "measure Internet use".

Something still not live in Australia and Perth, but in US it is already realty. We are fascinated from this new opportunity in an advertising direction. While Google AdWords may not directly be affected from these data collections, other advertising opportunities such as Display Advertising, Email marketing and other targeting opportunities will strongly benefit from these implementations.

For their participation, Google offers the extension users a $5 Amazon gift card for signing up and another $5 gift card for every three months they stay with the program.

Google has offered the box to members of Knowledge Networks, a company that pays users small amounts to participate in surveys and data collection by other companies.

Google is offering $100 just for users to sign up, and an additional $20 for every month the device is installed for up to a year's time. The data-collecting box has a supposed value of $150, and Google was accepting the first 2,500 Knowledge Networks members who signed up for the program.

Google will share the aggregated data with third parties, including "academic institutions, advertisers, publishers, and programming networks." The agreement notes that the data collected will be personally identifiable, with some exceptions: https addresses and private browsing windows of people using the router will not be tracked. The browser extension, however, will track private or incognito browsing, though the data will not be personally identifiable. For all other collected data, Google will "attempt" to remove that identifiable info before sharing it—no guarantees, though.

The new privacy policy affords Google a look well beyond what people are Google-searching for. Everything done on Android phones, Chrome browsers (outside Incognito windows), YouTube, docs, calendars, and Blogger blogs are now prime to be culled and integrated into a single profile, held internally at Google.

We can only speculate about the possible lucrative uses for this data. The business prospects of all that raw information are huge.

It's easy to forget that Google is one of the biggest advertising companies in the world. Actually, we don't! We are thrilled from the chance they can get from these collections.

While this becomes real in Perth, are you interested in running any advertising activity? Call us today to discuss them.