Author Archives: Mark Poles

About Mark Poles

Chartered Accountant, Google Qualified Advertising Professional, Google Analytics Qualified Individual, creator of "You're Hired!".

It’s The Biggest Change to Search Results Pages in Years – Here’s What You Need To Know (And DO)

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Without any fanfare, Google is in the process of making the biggest change to its desktop (i.e. non-mobile) search results pages in years.

Here’s what a search for the phrase ‘plymouth plumbers’ used to look like:

plymouth plumbers

…and here’s what the same search looks like when I run it now:

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The map with local results for certain local searches (like ‘plymouth plumbers’) came in a while back. The big new change is that there are now four AdWords ads at the top instead of three and none on the right. (You can’t see them, but if you were to scroll down, you’d see two further Google Places results, then ten traditional organic search results and finally three more AdWords ads.)

The search results page will look slightly different at different resolutions, but one feature of the new search results pages is very important – organic (i.e. unpaid) search results don’t get very prominent screen positions at all. In the screenshot above, only the very top Google Places result appears without scrolling down (what web designers and online marketing people call ‘above the fold’). NONE of the regular organic results are above the fold. It’s long been known that click-through rates are massively higher for results above the desktop fold than below. People are lazy and don’t scroll down. (It’s slightly different for mobile, where scrolling down is a more routine part of the experience, but here we’re only talking about desktop.)

So how does this affect your business and what do you need to do about it?

 

Scenario 1: You use AdWords Search Advertising and generally try to get top-of-the-page positions

I’ve seen some online marketing people express concern that cost-per-click is going to rise (perhaps significantly) because everyone will now bid higher to get those top-of-the-page positions. The lower positions are no longer on the right above the fold, but way down at the bottom of the screen, so they’re much less attractive places to be for advertisers. It’s too early to know for sure, but my guess is that for a lot of searches (maybe even most), any increase in demand for the top-of-the-page results will broadly be offset by the extra supply of having that extra fourth top-of-the-page result.

Before the change, those top-of-the-page positions accounted for over 85% (source: Wordstream) of all AdWords Search clicks. That’s now almost certainly going to be even more – perhaps as many as 95-98% – but there are four positions to bid for rather than three. Advertisers in this scenario may well find that the best value for them is found in bidding to get an average position of 3 to 4.

(This all depends on the competitiveness of the search term and the nature of what you’re selling. If you’re selling something dull, routine and B2B, people probably don’t spend too much time investigating alternative suppliers. If you’re selling holidays of a lifetime or wedding dresses, it’s not so important to be in position number 1.)

What you should do: Monitor average position for your most important keywords, use the ‘Top versus Other’ segment analysis in AdWords to compare results between top-of-the-page clicks and other clicks (particularly which clicks lead to conversions) and seriously consider tweaking your bids. to achieve the right balance between position and cost-per-click.

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You can find ‘Top vs Other’ by clicking on the Segment button in the AdWords interface

 

 

Scenario 2: You use AdWords Search Advertising, but don’t currently chase after top-of-the-page positions

Maybe most of your ads were showing on the right hand side of the search results page before. Those ads are now going to appear right at the bottom of the page, or even worse, on the second page of search results.

You’ve lost above-the-fold placement for your ads. You need to act now or you are going to see click-through-rates and very possibly conversion rates plummet.

What you should do: Monitor average position for your most important keywords, use the ‘Top versus Other’ segment analysis in AdWords to compare results between top-of-the-page clicks and other clicks (particularly which clicks lead to conversions) and very seriously consider increasing bids to get your average position better than 4.

 

 

 

Scenario 3: You don’t use AdWords Search Advertising, but your organic results get you in the top organic position for most of your key search terms

In a way, your situation isn’t going to change. You’re still going to get the top organic position. The problem is that this top organic position is now further down the page. In searches like the one shown above, where there is a big Google map in the way, your top organic position may not even be above the fold.

The top organic position is now worth less than it was before the change. Combine this change with the fact that organic SEO is getting harder and more time-consuming (and hence expensive), and you might find that AdWords Search is now cost-effective for your business.

What you should do: This is a good time to experiment with AdWords Search Advertising. Get someone who knows what they’re doing to set up a trial campaign for you and run it and optimise it for a couple of months. It doesn’t necessarily need to have a huge budget straight away. You’re just using it to compare. Don’t compare the results against what your organic results used to be (because the change will have made organic results less effective), but use Google Analytics to compare your organic results now against the AdWords campaign.

Now might be a good time to consider Google AdWords...

Now might be a good time to consider Google AdWords…

 

 

Scenario 4: You don’t use AdWords Search Advertising, and your organic results don’t generally get in the top organic positions

Before the change, your search results were getting above the fold some of the time. Now, they won’t. Fewer and fewer people will be clicking through to your website.

If you want to keep whatever search engine traffic you had, you need to act. It’s probably going to be difficult to improve your organic ranking – as I mentioned above, organic SEO is getting harder and more time-consuming and thus more expensive. Now may well be the time to investigate AdWords.

Click-through rates for the lower organic search rankings weren’t great before for most searches – and now they’re going to get worse.

What you should do: Our recommendation here is the same as for Scenario 3: get someone who knows what they’re doing to set up a trial AdWords campaign for you and run it and optimise it for a couple of months. It doesn’t necessarily need to have a huge budget straight away. You’re just using it to compare. Don’t compare the results against what your organic results used to be (because the change will have made organic results less effective), but use Google Analytics to compare your organic results now against the AdWords campaign.

 

 

Scenario 5: You don’t use AdWords, you don’t really need Google and most of your sales come from methods other than search engine results

Maybe you’re lucky. Maybe you don’t need to do anything. Maybe you didn’t even need to read this article (but if you read this far, thanks for your time, and it would be worth reading to the end now you’ve got this far). Still, it might be interesting to see what the search results pages look like for the search terms most relevant to your business.

What you should do: Ask yourself “If someone was looking for a business like mine on Google, what would they type into the search box?” then run that search yourself. (IMPORTANT: Log out of your Google account first, otherwise Google will place your site more prominently because it knows that it’s one that you visit regularly.) Think of some similar searches and run those. Does your website appear prominently in the organic results? Does it appear above the fold? Does it appear on the first page at all? Are your competitors ahead of you? Are your competitors using AdWords?

You say that most of your sales come from methods other than search engine results – but might this be because your site doesn’t really show up prominently for relevant searches? Might there be sales out there that would boost your bottom line if only your site showed up in the search results? If that’s the case, you need to at least consider trialling an AdWords campaign. Getting a good position on Google’s search results pages using AdWords is usually easier and more cost-effective for businesses (especially small businesses) with poor organic ranking than boosting it using organic SEO. Get someone who knows what they’re doing to set up a trial campaign for you and run it and optimise it for a couple of months.

 

 

 

 

 

(Note that this is still being rolled out, so if you’re still seeing the earlier type of search results page, you’re probably in the decreasing minority of people that aren’t getting the new pages yet.)

Arrrgh – My Google Analytics Referrals Stats Are Full Of Meaningless Spam!

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If you have Analytics installed on your website (and if you don’t why not?), then one of the more interesting reports for most people will be Referrals. It’s only natural to want to know which other websites are sending you traffic, and how much. And for a lot of websites, referral traffic will be a very significant proportion of both total traffic and meaningful traffic.

So it’s really frustrating when you look at a report and see that much of the traffic you’re getting from other websites seems to be what is called ‘referer spam’. If you see plenty of referrals supposedly coming from sites like semalt.com, traffic2money.com, floating-share-buttons.com and 4webmasters.org, all with very low pages per session and session duration, then you’re seeing referer spam.

(If you’re wondering what the spammer gets out of this, the short answer is that they’re trying to manipulate the way that search engines rank sites for their own benefit, although some of the referer spam URLs you may see can be infected with malware.)

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Consistently low pages/session and avg. session duration – a dead giveaway of referer spam.

 

Referer spam is flipping annoying and is going to make some of your Analytics stats pointless. So can you fix it?

There are complicated methods to fix this problem involving very technical changes to files held on your server. Get something wrong with this and you could mess up your site completely. If you really want to do this, find an expert to do it (and no on this occasion, that’s not us).

Instead, what we have here is a pretty good, pretty quick and easy solution that you can implement yourself. It’s fairly simple if you follow my instructions. And while it isn’t an absolutely perfect solution, it will make your referrals stats real enough.

(If you think this step-by-step guide looks daunting, feel free to get in touch with us and we can do it for you.)

 

  1. Log into your Analytics account and go to the Reporting tab.
  2. Set the date range to something reasonably long (say the last six months or so).
  3. In the left-hand menu, select Audience -> Technology -> Network.
  4. Select ‘Hostname’ as the primary dimension. See below:Image2
  5. Beneath the table, you will be able to select how many rows to display. Display the first 50.
  6. Now get a notepad out. Look the list of hostnames and carefully note down any hostnames where your Analytics tracking code was pasted. So include your own website domain (obviously) plus other domains that you also track together with this one (perhaps a blog site or a shop site under a different domain).
  7. There’s a decent chance you’ll see translate.googleusercontent.com in that list too. This is also a valid hostname that you will want to note down. (It’s Google’s translation service.)
  8. Most of the hostnames will be nothing to do with your website. Some will be obviously spammers, some will have domains that are a seemingly random jumble of letters and numbers and some will be well known websites like google.com and amazon.co.uk that are nevertheless nothing to do with your website. You want to ignore all of these.
  9. So you’ll have a fairly short list in your notepad of domains you wrote down in steps 6 and 7. It might look something like this:
    • www.yourowndomain.com
    • shop.yourotherdomain.co.uk
    • yourowndomain.com
    • translate.googleusercontent.com
  10. Now click on Admin at the top of the Analytics page.
  11. Make sure you have the correct Account and Property selected. Then, in the View column, click on the drop down box and see what Views you have set up. You may well just have a simple ‘All Website Data’. You may also have other views set up with existing filters. It’s worth keeping one completely raw, unfiltered view as a check against anything else you do, and this might be ‘All Website Data’. Because of this, you’ll want to create a new view called something like ‘Anti-Referer Spam’:
  12. From the View drop-down, click on Create New View, select ‘Website’ for ‘Which data should this view track?’, give your view a name, select the right timezone (note that for some reason it defaults to no daylight saving, so you’ll probably want to change this) and click on Create View.
  13. You’ll now be back on the Admin screen. Again click on the View drop-down and you will see your new view listed. Now you want to ensure that it has the same settings as your raw ‘All Website Data’ view, so select ‘All Website Data’ or whatever your raw data view is called and then View Settings, and note down the settings. Then go back and select the new view, click on settings and reproduce those settings in the new view.
  14. Now we get to the clever bit. We’re going to tell Analytics to ignore all hostnames except for the ones you noted down in steps 6 and 7. Go back to the Analytics Admin screen and make sure you have your new View selected in the View dropdown. Then click on Filters.
  15. Click the red +New Filter button.
  16. Type in something like ‘Valid Hostname Filter’ as the filter name. Select ‘Custom’ as the filter type. Click on the ‘Include’ button. Then select ‘Hostname’ from the drop-down. (IMPORTANT – make sure you have Include selected, not Exclude, otherwise your results will be completely wrong!)Capture
  17. Now get your notebook out and look at your list of valid domains. Type them into the Filter Pattern box, but change them as follows:
    • Ignore any ‘www’.
    • Separate each domain from the next with the ‘|’ character. (On a regular UK PC keyboard, you get this character by holding down Shift and hitting the key to the left of ‘Z’.)
    • But don’t put a | at the beginning or end.
    • For every ‘.’ in your domains, insert a backslash ( \ ) just in front of the dot.
    • For every ‘-‘ in your domains, insert a backslash ( \ ) just in front of the hyphen.
    • Don’t leave any spaces.
  18. So if your notepad has the following domains:
    • www.yourowndomain.com
    • shop.yourotherdomain.co.uk
    • yourowndomain.com
    • translate.googleusercontent.com
    • …then you would type the following into the Filter Pattern box:
      • yourowndomain\.com|shop\.yourotherdomain\.co\.uk|translate\.googleusercontent\.com
  19. Before you save, you can verify your filter by clicking on ‘Verify this filter’. (Having said that I find that the ‘estimation service’ is often unavailable. Worth coming back later if you find this to be the case.)
  20. Click on Save.

 

And you’re done. In future, as long as you select your new Analytics view, you shouldn’t see much if any referrer spam in your data from now. Unfortunately, the fix isn’t retrospective, so you will see it in historical data.

The only maintenance that is required is that if you add another valid hostname (like another domain that you want to track as part of your overall Analytics tracking), you will have to add it to the Filter Pattern box using steps 17 and 18.

 

Mark Poles holds the Google Analytics Individual Qualification.

 

New WordPress website for Hole Barn holiday cottage

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Hole Barn is a lovely holiday cottage near St Neot on the southern edge of Bodmin Moor. And until now it didn’t have its own website.

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The owners came to us looking for something “clean and simple”. Online booking would be handled by their existing holiday directories. It was important for the site to be usable on a wide range of devices and equally important that the owners could edit and maintain the content themselves. The open source WordPress content management system is ideal for this kind of project.

We have a lot of experience in this industry, and we were able to advise the owners not just on the look and feel of the website, and its structure, but also content that would appeal to visitors.

 

 

Google AdWords management for The Oldies Club

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The Oldies Club is one of Clare Associates’s favourite charities and one that we give a lot of our time to. They are a charity that helps to rehome older dogs – the sort of dogs that often find it difficult to find a new home. The charity is entirely run by volunteers. However, through clever use of technology, they can operate very efficiently.

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Oldies Club dog Purdie, formerly fostered by us!

One clever use of technology is Google AdWords. At any one time, Oldies Club have dozens of old dogs eligible for adoption. And they are a national charity. Advertising their available dogs in local print media (as many local dog rescues might do) across the country would be prohibitively expensive for them. However, Google makes Google AdWords advertising of up to $330 a day (about £210) available to charities absolutely free.

That’s hugely generous and it makes a big difference to The Oldies Club. We run the charity’s AdWords campaign for them, focussing on people searching Google for dogs to adopt. It’s a complicated set of campaigns, but we’ve been doing it for a while now and our continued optimisation gets results. On a typical day, Oldies AdWords ads will get something like 300 clicks. That’s 300 people a day who are looking to adopt a dog (and who perhaps had not previously thought about adopting an older dog) and who now get to see the Oldies Club website.

To find out more about AdWords for charities, click here.

Clare Associates Recognised in Responsible Business Awards South West

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For the last nine years, I’ve been helping to run a competition called “You’re Hired!”.

(Short explanation – it’s like ‘The Apprentice’, except instead of Lord Sugar, Baroness Brady etc you get me and a bunch of other local employers, and instead of fifteen or so sometimes clueless or otherwise annoying adults, you get keen and hard-working seventeen year olds. We have a heat in each school, with the best individuals going through to a two-day city-wide final in the summer.)

This year, we were nominated for a Responsible Business Award, presented by Business in the Community. Big awards dinner in Bristol last night which four of us went up for. And we won! To be precise, we won the award for ‘Best Collaborative Action’. Here’s the four of us looking suitably proud and collaborative.

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Incidentally, this year’s final is later this week – Thursday 25th and Friday 26th June. The closing stages are open to the public, so if you would like to come along to see the culmination of the challenge, an inspiring speaker and the awards ceremony, be at the Plymouth Lecture Theatre, Portland Square, University of Plymouth at 2.15pm on Friday. The awards ceremony will end around 7.30ish.

 

Should you “Add new keywords to get your ads in front of more potential customers”?

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If you’ve got an AdWords account, you may have come across this helpful suggestion from Google:

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Click on the suggestion, and Google will suggest that you should “Add new keywords to get your ads in front of more potential customers”. Everyone wants that, right? Google is even so helpful that it sorts these suggested keywords into the right ad group. And if you don’t have the right ad group, it will even create one for you.

Isn’t that fantastic?

Well, not always.

Let’s assume you have a nicely ordered little AdWords campaign. You know what your budget is (and it’s not infinite), you’re careful with your keywords and you have a decent idea which keywords get you the right traffic – visitors most likely to ‘convert’, to buy from you, book with you, whatever.

If you blindly follow Google’s suggestion, you will add a ton of broad match keywords that probably are nowhere near as effective as the keywords you’ve been working on (or your Google Partner agency has been working on). What are ‘broad match’ keywords? They are keywords without [square brackets] (those are ‘exact match’), and without “inverted commas” (those are ‘phrase match’) and without +signs (‘modified broad match’). A broad match keyword can look like this:

hotel deals cornwall

Now that keyword can trigger your ad if someone searches for ‘hotel deals cornwall’. However, it can also trigger your ad if someone searches for ‘cornwall hotels’,  ‘spa hotel newquay’ or ‘hotel in sussex’ or ‘cheap deals cornwall b&b’. Or even ‘best supermarket deals’.

One of the smaller clients we do some AdWords management for is the wonderful Oceanic Hotel in Falmouth, Cornwall*. This is a relatively small business with a relatively small PPC budget and a specific niche – they are a super-luxurious apartment hotel. They get us to manage their campaigns – just an hour a month. (Unlike a lot of Google Partner agencies, we won’t turn our noses up at clients with smaller budgets – and we we can get good results with a few hours of ‘rescue’ followed by semi-regular optimisation and monitoring.)

Now when I came to do my monthly optimisation hour recently, my jaw dropped. This had been quite a nice little campaign. Because we were targeting a specific niche, the keywords were all very tightly focused on that niche. There were no unmodified broad match keywords. I was very confident that the client’s budget was being spent on people who were potential customers. The clickthrough rate had been above 9%.

But now it was below 1%!

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My reaction was probably the same as any other PPC consultant in this situation. Something like this:

OMG! WHAT HAVE I DONE?!?!?

So I checked my notes. (I always keep very careful detailed notes of what I do to an AdWords campaign. The AdWords interface has a change log, but it’s not detailed enough to really understand what changes will have caused changes in performance.)

I hadn’t done anything to the campaign at the point when it started performing badly.

So I checked the change log. hadn’t changed anything, but the client had.

Now to be fair, the client is perfectly allowed to make changes to his AdWords account. And some of the changes he had made were perfectly sensible ones. However, the one humdinger of a bad idea was following Google’s suggestion to “Add new keywords to get your ads in front of more potential customers”. Previously, the keywords had been things like ‘+boutique +hotel by the sea +cornwall’ and ‘+luxury +hotel +falmouth’. (Putting a +sign in front of a word in a keyword means that the search term has to include that word for it to trigger your ad.) Those keywords remained, but Google’s suggestions included much more mass market broad match keywords like ‘hotel deals cornwall’.

That’s why the clickthrough rate had plummeted.

But is that a problem? After all, you only pay when someone clicks on your ad, not when they see it. True, but very low clickthrough rates mean your keywords will have low quality scores. (That ‘hotel deals cornwall’ keywords had a clickthrough rate of just 0.14%. That’s really low.) And since position on the search results page is a function of quality score and how much you bid, your ads will appear lower down the page (or conversely for a given position on the page, you’ll be paying much more for a click).

Low clickthrough rates are a bad, bad idea.

 

So the next time Google suggests that you “Add new keywords to get your ads in front of more potential customers”, be sceptical. Very sceptical. Trust your Google Partner consultant more than you trust Google…

 

* How wonderful? In my previous job travelling across Europe for a Big 4 accountancy firm with a pretty generous expenses budget, I got to stay in quite a few luxury hotels. None of them (not even the Savoy) was quite as luxurious as The Oceanic. If you’re looking for a luxury boutique hotel in Falmouth, seriously, check it out.

Oceanic_Hotel_Falmouth_Morwenna_Suite_Kitchen

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Google AdWords management for Tropic Breeze

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It’s very overcast and grey here as I’m writing this. Feels like there might be a thunderstorm brewing, or at least the chance of heavy rain.

Meanwhile, I’ve been optimising AdWords campaigns for luxury holidays in the Caribbean and the Maldives for our client Tropic Breeze. All of the photos for these resorts show expanses of white sand, blue skies and crystal clear ocean plus incredibly luxurious hotel rooms.

HUV541_aquum-spa-jetty

You won’t believe me if I say I’d probably hate it. I sunburn easily. I don’t like hot weather. Honestly, this is all true. But strange as it may sound, I do enjoy running pay-per-click campaigns for Tropic Breeze.

Tropic Breeze asked us to manage their AdWords campaigns, which are critical to their business, because a) we’re one of a handful of agencies in the southwest to have achieved Google Partner status and b) we also manage their website for them. Very few agencies are able to offer the complete package of website management and AdWords management because they are very different skills. But there are big advantages in having a single agency do both – AdWords performance can inform website development and vice versa.

ANT003_plunge-pool-view

You know, I probably could run AdWords campaigns from that hotel, and it looks shaded enough for me to avoid the sunburn and not get too much glare on my laptop screen. Maybe I could even write ad text, sort out keyword lists and optimise bid adjustments from the private pool.

I feel the need to play some 10cc…

I don’t like cricket-ah…I love it-ah…I don’t like reggae-ah no no..I love it…

New Drupal site for Dartmoor Accommodation

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The latest addition to our portfolio of complex tourism-related sites is Dartmoor Accommodation.

This is the place to find “the best holiday accommodation in Dartmoor National Park in Devon”. The business is well-established but has recently come under new ownership. The new owners felt that the existing website needed replacing – it looked rather old-fashioned, didn’t provide all the functionality they needed and crucially, wasn’t mobile-friendly.

So they called in Clare Associates, and this is what we did…

Dartmoor Accommodation

We developed the site using Drupal 7, one of our favorite content management systems. With Drupal, we can create a site with lots of quick and powerful ways for users to navigate and search content. It’s also easy for Dartmoor Accommodation’s owners to manage the site and add their own content. One of Dartmoor Accommodation’s big selling points for both users and for the accommodation providers who register with them is that they produce a lot of original content in the form of reviews and blog posts. Original and interesting content like this gives users a reason to come to this site over most of their rivals – and helps with organic search engine positioning.

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The site is responsive so that it’s easier to use on different devices and in particular smartphones and tablets – increasingly the most popular way for people to access travel sites.

 

New website for Joshua Preston Marine and Heavy Engineers

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It’s always nice to work on very local jobs, especially when the business concerned is a true leader in their field.

Joshua Preston Marine and Heavy Engineers  are based just a couple of miles from our office. They carry out a range of heavy engineering work, mostly of a marine nature, but what they really wanted their new website to promote was their range of aluminium workboats. Mr Preston himself is a real evangelist for the virtues of aluminium boats (“Better than steel. Better than fibreglass.”).

Our brief was therefore to produce a website that communicated the strengths of these aluminium workboats and the qualities of this small, but specialised and established engineering firm.

joshpreston

We built the site using the WordPress content management system. It’s a fully responsive design (that is, it adapts to different display resolutions and works well on smartphones and tablets). Just as importantly, it’s easy for Mr Preston to update – he can edit text and add new images after only a very brief training session.

Certain pages feature this ‘blueprint montage’ that we created as a background – a nice alternative to a plain background, and one that helps to reinforce the message of the site.

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What Charities Need to Learn From #icebucketchallenge

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When I first saw the whole #icebucketchallenge thing (seems months ago now…), my first reaction was “Great piece of marketing by a relatively small charity”.

Except that it wasn’t someone working for either charity – either the ALS Association in the US or the Motor Neurone Disease Association in the UK – who thought it up. Turns out that it was a golfer, Chris Kennedy, who first chucked a bucket of cold water over his head to raise money for ALS on 15th July. His cousin Jeanette’s husband was a sufferer. The idea was picked up by another sufferer, Pete Frates, a former baseball player at Boston College who posted about it on Twitter, and well, you pretty much know the rest.

Basically, the ALS Association and the Motor Neurone Disease Association just got lucky. Two fairly small charities got a massive donations boost and an even bigger awareness boost.

But then one of the big boys started to muscle in on the ice bucket action. Having been used to seeing a constant stream of ice bucket challenges in my Facebook feed all featuring about-to-be-cold-and-wet people dutifully telling people to donate to the cause, I started to see some telling people to donate to a completely different cause. There were a few different causes, but by far the most common was Macmillan Cancer Support.

How did Macmillan do this? Well, Macmillan is a huge charity with a lot of followers and dedicated fundraisers. They score highly for awareness because of a series of high profile campaigns in television and other media, and because everyone knows someone affected by cancer. So, without really trying, some people would have ended up doing the Ice Bucket Challenge and donating to Macmillan rather than the Motor Neurone Disease Association.

However, they also used Google AdWords very effectively.

Here’s a search I just ran for “#icebucketchallenge”:

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Those two top search results are Google AdWords adverts. Paid ads. And Macmillan got the top one, ahead of the MND Association. Nobody else was able to get their ad on the first page, although if you click through to the second page, you’ll see those two ads plus an ad for something called “The World Ape Fund” in third place.

What you may not know is that Google gives charities a lot of AdWords advertising completely free of charge. Subject to eligibility requirements, your English or Welsh registered charity can get $120,000 of free advertising a year. And this applies to small charities just as much as big ones. For a small charity, that can easily provide the majority of web traffic.

So how did Macmillan get above the MND Association in those search pages? And for that matter, how come the World Ape Fund only got onto page 2?

Let’s deal with The World Ape Fund first. It’s a very small organisation (one director). It’s a very new organisation (it was incorporated in September of 2013). It’s not well-known (80 likes on Facebook). And the website that the ad links to has nothing whatsoever to do with the Ice Bucket Challenge. It’s likely to get a low Quality Score for the keyword “#icebucketchallenge” because Google (correctly as it happens) determines that the page isn’t what people are looking for.

By contrast, both the Macmillan and MNDA ads direct you to pages that are all about the challenge, with videos of people doing it and details of how to donate. Both will score highly for relevancy. Most importantly, people who search for “#icebucketchallenge” will probably click on one or both ads – so the all-important clickthrough rate will be high (unlike the page from our simian friends).

So why does Macmillan always seem to come first, ahead of the Motor Neurone Disease Association?

Well, I’m going to make an educated guess here. One of the restrictions of Google’s Ad Grants programme for charities is that the most a charity can ‘bid’ for a click is $2. It’s a fictional $2 since the charity doesn’t actually have to pay it, but this stops charities from competing too hard against paying advertisers. Charities are still allowed to pay for AdWords in the usual way if they want to. Could be, that is what is giving Macmillan the edge.

It may make financial sense for Macmillan to spend some money (even at $3 a click) so that they come out on top of the search results. After all, the donation for the Ice Bucket Challenge is usually at least £10. If you were Macmillan’s marketing director, deciding where to spend your money, doesn’t that sound like a good way to invest? Probably a relatively small amount, compared to, say a television ad campaign.

In the US, the ALS Association didn’t like other charities getting a piece of ‘their’ action, so despite the fact that they didn’t invent it, they announced that they were trying to trademark ‘Ice Bucket Challenge’. Bad move. This caused a social media storm of overwhelmingly negative publicity and they backed away from the idea. (Think “all publicity is good publicity”? Not if you’re a charity.)

So, to return to the title of this article, what is it that charities need to learn from the Ice Bucket Challenge?

  1. Look after your volunteers, fundraisers and donors.
    The next great viral fundraising activity to follow #icebucketchallenge and #nomakeupselfie will almost certainly be started by someone who isn’t a paid employee of any charity. There are many more volunteers, fundraisers and donors out there than paid staff. You’d like that person to be someone who thinks of your charity as his or her charity.
  2. If you’re eligible, make use of Google’s generosity and get a Google Ad Grant. (we could help you make the best of it…) It’s free advertising – $120,000 is a LOT of free advertising when it’s used in a structured, targeted way.
  3. Never expect to ‘own’ or even ‘control’ a social media campaign. Once it’s out there and viral, just ride it and hope. Just because your charity was the first to benefit from someone’s silly idea, don’t expect that your charity will always be the only one to benefit.
  4. Move fast. Any charity could have done what Macmillan did and jumped on the bandwagon. Macmillan did, and raised £3million from #icebucketchallenge. Others didn’t. Social media crazes like this are over very quickly. #icebucketchallenge peaked on the 22nd August. If it takes your charity several days to get a new webpage added to the website, and a new AdWords ad written, you’re too slow.