An Interview with Google’s Agency Development Manager, Craig Bisson
Recently, Vizergy invited Google into our office to discuss the Google Adwords interface, new opportunities for enhancing strategic partnerships and providing new and increasingly advanced products to our clients.
Vizergy frequently engages Google in discussions and trainings on new products that Google has in the pipeline, introducing beta programs that Vizergy can take advantage of today to help clients drive more visitors to their sites and improve conversions.
Google’s Agency Development Manager, Craig Bisson, visited with the Client Marketing and Search Marketing teams to discuss trends in the industry and arm our client-focused teams with the tools they need to help our clients excel in their markets.
During Craig’s visit, Online Media Manager Frank Zamora and I had the chance to sit down with him and ask him a few questions. Here is what Craig said along with Vizergy’s perspective.
The New AdWords Interface
Craig: Digital marketing has risen in complexity and has created the need to reimagine AdWords. Over the past year, our product teams have been thinking hard about how we can make AdWords as relevant for the next 15 years as the first 15.
The new AdWords experience is really focused on bringing the most relevant information to the forefront. We want to make it super easy to execute and optimize campaigns based on your business’s unique marketing objectives and goals as well as surface insights and help you visualize them in more actionable ways.
While the newAdWords experience may look and feel different, your campaigns will run the same as they run today. Ultimately, we are trying to focus on creating a simple, yet powerful tool that helps you do more in less time.
Daily Budget Caps
Frank: I know that recently, Google rolled out the new daily budget caps or budget caps in general.
I know that’s a new thing that a lot of marketers and advertisers don’t know about. I had read a few articles about it, and even before I read about it, it kind of caught me off guard when I saw a few of my ads were spending more than the cap that I had set. So, could you touch on that?
Craig: In terms of budgets, AdWords will help you maximize your ROI by showing your ads more often on days when search traffic is higher. Search traffic can fluctuate for a variety of reasons, whether it is the weekend, weekday, seasonality or holidays.
If we look at the month, while the cost of your campaign can fluctuate on any given day, you won’t be charged more than the monthly charging limit that AdWords uses.
This means that as long as your budget is consistent for an entire month, you won’t be charged more than your daily budget multiplied by the average number of days in a month.
We know there have been a lot of questions about this change, so we created this FAQ for everyone.
Vizergy: Even with the ability to cap spend on a monthly basis, Vizergy’s approach is to make sure each account is checked by one of our analysts several times a month to ensure there won’t be a large spend variance, and to adjust bids based on our own market knowledge and client goals.
Our optimizations are tailored to fit each of our client’s goals as we understand not all demographics follow the same search patterns.
While we rely on Google’s automated strategies to an extent, what sets us apart from many other agencies is our human approach to each optimization, stemming from specific client goals and benchmarks.
The Mobile First Index – How a business can prepare for this shift
Google: Today, most Google searches are conducted using a mobile device. However, Google’s ranking systems still typically look at the desktop version of a page’s content to evaluate its relevance to the user.
This can cause issues when the mobile page has less content than the desktop page because Google’s algorithms are not evaluating the actual page that is seen by a mobile searcher.
Although Google’s search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site.
Businesses can refer to the following article from Google’s Webmaster Central Blog for a few recommendations moving forward.
Vizergy: With search relying so heavily on the mobile experience for the user, part of Vizergy’s process to make sure our SEO customers are ready is to identify any potential roadblocks to a successful transition to a mobile-first search index.
We use fully mobile-friendly website platforms and encourage any client still on a separate mobile website to transition to a mobile-responsive website so that there is no negative impact on their search performance once the mobile-first index rolls out fully.
Macro Trends in Travel, Hospitality and Search
Craig: In the travel space, Google has released products such as Destinations on Google, Google Trips, and Hotel Ads which all make it easier than ever for people to plan travel, organize trips, and book a hotel.
Travelers are more worried about not finding the best price or making the best possible vacation decision than they are about their financial investments, home improvements, or electronics purchases.
Twenty-six percent decide on a vacation destination approximately three to five months before departure, while 19% decide more than six months out. This presents a challenge for marketers trying to differentiate their brands.
With digital, though, brands gain unparalleled insight into their target audience.
Marketers can go beyond traditional demographic targeting and look more closely at travelers’ intentions. Whether it’s videos viewed, searches, or content engaged with across the web, these activities send strong signals about whether a traveler could become a customer.
These audience-driven strategies represent an exciting opportunity, but only if brands are smart about how they integrate their customer data with automated audience solutions.
Then, they can unlock personalization opportunities at scale—and set themselves on a path to growth.
Vizergy: We rely heavily on travel intent when making decisions about digital strategy in the travel space. Our approach includes tactics to reach audiences at every phase of travel planning from research to booking.
From SEO, PPC, Display Ads, and Remarketing, we capture customer data that helps us find a client’s target customer throughout the important stages of booking.
Passing the Benefits to Our Customers
As a Google Premier Partner, Vizergy has access to many new technologies, strategic tools and digital marketing assets through Google that other digital agencies might not have ever heard of or considered.
“Partnerships like ours with Google play a crucial role in making our clients successful,” said Frank Zamora, Online Media Manager. “As the digital world evolves and becomes more competitive, we use our expertise in the travel industry and leverage Google’s historical data to help our clients succeed in the digital space,” Zamora continued.
It’s partnerships like this one that truly enhance Vizergy’s ability to continue supporting clients with the best solutions, tools and highly skilled expertise in the digital hospitality marketing space.