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Client Profile – EagleRider: Established Fan Base And Increased Sales Through Social Media Profile Optimization
Rebecca Eaton | January 12th, 2012
Situation:
EagleRider, the world’s largest motorcycle rental and touring company, came to Wpromote looking t
o further optimize their social media campaigns in order to grow sales and expand brand awareness. With 45 rental facilities worldwide, EagleRider was also looking to make their campaigns more cohesive and consistent.
Challenges:
The biggest challenge in bringing an overall cohesiveness to EagleRider’s social media profiles was that a Facebook user and a Twitter user had already obtained the name “EagleRider.” The Facebook vanity URL, www.facebook.com/EagleRider and the Twitter URL, www.twitter.com/EagleRider, needed to be reclaimed by the company.
Strategy:
To begin, Wpromote was able to reclaim the EagleRider vanity URL for their Facebook profile by reaching out to a contact at Facebook. This way a consistent brand name could be maintained to enhance search results across the web. A new badge was designed including more information, utilizing maximum space and effectively branding the page. A fan gate was created which does not allow non-fans to view content without “Liking” the page. Daily engagements were posted, including posts that coincided with current tours and bike events. To ensure positive reputation management, all comments and posts by fans were responded to in a timely manner. An event page was created to project the number of people interested in attending this year’s EagleRider Customer Appreciation Party in Birmingham, England.
Other Facebook efforts included Facebook Advertising. Two ads, both with an estimated reach between 400,000 – 600,000 Facebook users, were ran to supplement organic growth on their profile page. The goal was to target the company’s core demographic that had not yet connected, with the potential to become fans.
Posted in Client Profile | 1 Comment
Google Update: Google’s Most Significant Recent Algorithm Changes
David Stelle | January 11th, 2012
Google is constantly making changes to its algorithm, and every couple of months or so they release a major update to this complex puzzle that delivers us our results on the search engine. With this past week’s release of ‘Search Plus Your World’, we thought it would be interesting to highlight some of the significant algorithm changes that have occurred over the recent years along with our key takeaways from each to help you stay on top of your SEO.
VIN
CE (2009): Placed an emphasis on brand signals and social engagement with the site users, leading to more perceived authority for large brands.
TAKEAWAY: If you are a brand that is socially engaged with your users, those ‘social signals’ will help your SEO and the ability for pages from your site to be found easier in Google.
Wpromote Participates in Olive Crest Holiday Toy Drive
John Vantine | December 22nd, 2011
Wprovide (Wpromote’s philanthropic division) decided to celebrate the holidays by organizing a children’s toy drive. After doing some research, we decided to work with Olive Crest. What makes Olive Crest unique is that they match each participant with an abused child or teen, and participants receive wish slips with the name, age and gender of the child that they’ll be shopping for. The wish slip describes what the child wants – this makes the effort feel a bit more personal, because you’re not just blindly purchasing a toy and assuming it’ll be paired up with someone who will enjoy it.
Our efforts were not in vain. Wpromoters were able to make Christmas a little brighter for 30 children this year!
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How To Improve Your Google Quality Score
Kristy daniel | December 21st, 2011
The popularity of Google as an internet search tool is so pervasive that in 2006, the verb ‘to Google’ was added to the Oxford English Dictionary. In the following years, Google’s hegemony over the world of 
search has persisted. But Google is more than just a search engine – it’s also the force behind AdWords, a powerful tool for businesses looking to advertise goods and services to Google search users. Because Google Quality Score is one of the leading indicators of an ad’s performance under AdWords, we’ll use this article to explore the ways you can improve your Google Quality Score and attract more business in the process.
How are ads triggered, and what determines their placement?
First, a quick recap of the basics of AdWords: When web users search for something on Google, their search results are accompanied by a series of advertisements on the top, right and sometimes bottom side of the page. These ads are populated with keywords related to the web user’s search terms, so that only ads relevant to the user’s search appear on screen. Over the years, factors that determine ad rank have changed. Previously, the most coveted ad positions simply went to the highest bidder for a given keyword. Today bidding still plays a role, but ad position and cost-per-click are determined in much larger part by the Google Quality Score, which evaluates ads on a broader and more complex set of criteria to provide better results for viewers. Things like keyword clickthrough rate, ad clickthrough rate, and account clickthrough rate are taken into consideration, along with the historical clickthrough rate of the display URLs within the ad group and the quality of the landing page.
How do I improve my Google Quality Score?
Google Quality Score (from here on referred to as QS) is based on criteria as broad as the long-term history of the account, at intermediate levels like performance of groups of keywords within a specific ad campaign, and down to specifics like the relevance of individual keywords. With so many levels to consider, improving QS becomes a question of prioritization. Here are a number of first steps that can be taken to strategically and effectively improve QS.
1.) Improve Your Clickthrough Rate
Clickthrough Rate (CTR) is considered by many experts as one of the primary factors influencing QS. Since poor CTR numbers are a result of inaction by potential customers, here is how you can increase customer interaction with your ads:
When focusing on CTR, keep in mind that some observers have found they cannot predictably surpass a QS of 7 even with CTR optimization. Thus, instead of shooting for perfect 10‘s across the board, it is more important to focus on achieving a high average QS across ad groups.
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Wpromote.com Through The Years
Mike Mothner | December 15th, 2011
As 2011 draws to a close, we thought it would be fun to take a little trip down memory lane. In this case, we are going to have a little fun looking at the evolution of Wpromote as seen through our Wpromote website over (believe it or not) the past decade, using an addicting (and mind boggling) tool called the Wayback Machine. The site literally takes snapshots of websites and stores them indefinitely. If you are looking to waste a little time checking out how your favorite websites looked way back when, look no further.
Our fun begins a decade ago in 2001, when I built the very first Wpromote website, which was born as a service that automated submitting websites to the morphing list of search engines (189 of them in the very beginning, as you can see).
Of note, the original Wpromote logo which I created myself (and was admittedly a blatant rip-off of the W Hotels logo) with the “bold” marketing text (“relentless” might be a stretch for a search engine submission service) was pretty corporate sounding to hide the truth that it was all a 20 year old in a dorm room. Just in case you were curious, yes, Wpromote was a subsidiary company of Webbingedge, which did web design for local realtors.
Posted in Wpromote | 2 Comments
New Brand Pages For Twitter
Marcy Zuendel | December 14th, 2011
If you haven’t logged into Twitter recently, then we highly suggest you do. On December 8th, Twitter unveiled a complete new look for Twitter.com, TweetDeck, and it’s mobile apps. Chairman of Twitter, Jack Dorsey, attributed the full design overhaul as a way to make Twitter “simpler not just for people already engaged but easier for new people to discover it and find value in it.” My initial thought is that it does just that.
Right off the bat, you will notice the layout has changed, with tweets now appearing smaller and on the right side of the page. Three new navigation tabs along the top were also implemented – Home, @Connect and #Discover. The Home tab, is similar to the previous Home, now with an easier way to embed content. The @Connect tab is the new source for all of your connections and hosts all tweets in which you are mentioned in a single place. #Discover is the newest feature, which displays content based on your location, what you follow, and what’s currently happening in the world. As you use the #Discover page more, it learns more about you and what you like and will display results and suggestions on new things to follow reflecting your previous interests.
Along with this major redesign, Twitter also introduced a new test group of brand pages. Rolling out these brand pages was a clear move by Twitter to compete with Facebook brand pages and the recently launched Google+ brand pages. These new brand pages allow for more customization and control over content. With the new design, brands will now be able to customize a large header across the width of the page to more prominently display their logo and tagline, as you see with Pepsi’s brand page above.
Brands can also choose to keep a specified tweet at the top of their tweet timeline, which can include an expanded view of a video or photo. This gives brands a better opportunity to control the content that viewers first see upon visiting their page. Another feature of the brand page is that @replies are separated out so that brands can reply to customer service types questions without flooding their feed. This is a nice feature for customer service oriented businesses that use Twitter as a resource for brand reputation management.
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