Is it effective Google advertising among children under 25 years?

Judging by the headlines published in the press, it seems that this issue is the one that has preoccupied the media who have followed up our study of Eyetracking applied to Search Engine Marketing.

The truth is that in point 5 of our study we wondered if search engine advertising was still effective, and we concluded that yes, although we indicated as an observation that if a search for something specific (like the name of a hotel) segmentábamos 54 tests by age, we could see that none of the people in the age group under 25 years had looked at the Adwords side.Eyetracking menores 25

The Adwords Central looked almost everyone, but the sides were ignored by the vast majority of youth who participated in the study.

When asked users under 25 why they had not looked at the Adwords side, indicated that they had not done so because "It is advertising”.

If we look at the picture show with these words can observe the phenomenon. In this case, requesting find the website "Hotel Pulitzer Barcelona"And users could find it in Google Maps and the first SEO results. The heat map we see is the record built from the gaze of all those under 25 years.

The heat map created from other users is quite different, and shows even clicks on adwords side. (See second image)

The study also commented on the fact that in many cases, young people believe that advertising does not deserve your attention, it was an important issue and worthwhile treat in more detail some other time.

Let's treat now with a little more depth.

Theories of Postmodern Communication

These theories base their argument on the fact that Marketing is so pervasive in our society (the Consumer Society) Which certain groups to start to be immune to traditional marketing communications, including advertising.Eyetracking Hotel Pulitzer

Durante años nos hemos preocupado por cómo afectaría a nuestros hijos el gran número de impactos publicitarios que reciben desde que son niños hasta su madurez (al menos, como madre de 3, para mí ha sido un tema de especial interés y preocupación). Pues bien… parece que no había para tanto. El gran número de impactos publicitarios, sumado a su conocimiento sobre cómo funciona la Sociedad de Consumo, los ha hecho inmunes a una gran parte de la publicidad a la que están sometidos.

And not only they are immune, but have even appeared movements and anti-advertising groups. People who question the behavior of our own consumerist society, and some unethical practices of certain companies. The aim of these movements is to recover a life without much publicity. See for example Adbusters.

Is the end of the "era of Marketing"?

No, of course. It is only to some marketing activities and including some types of advertising.

Philip Kotler in his "10 Principles for the New Marketing"Assumes that Marketing as we know it is finished due to saturation of Marketing Communications and Advertising we receive, and must evolve into something much more in keeping with our time, in which the immediacy of information and total segmentation, have changed our consumption habits.

The truth is that marketing is so important in our society, as consumers increasingly have more knowledge on this subject. The implication of this is that consumers now are highly educated in marketing and advertising campaigns, public relations, direct marketing, etc. And therefore know all the tools and techniques used in communications with the intention to attract their attention, which to some extent makes them immune to them.

This causes the Marketing professionals have to seek new forms of communication to convey their messages. This is the Postmodern Communication, Internet and has a good field for expansion.

Are the Adwords Postmodern a form of advertising?

The term postmodern was coined in the 70s and refers to a type of society in which the lack of predictability and erratic vision of the world around us, as opposed to a science-based, objective knowledge world, laws are evidence universal and logical reasoning, which was where the "modern" world was based.

Applied to Marketing, this term refers to a type of communication oriented satisfy consumer habits at the individual level, the importance of brands when making a purchase decision, the importance of ensuring that individuals are not consumers feel normal, and the increasing intrusion of advertising in all areas of our life.

Because unfortunately, for a large part of society, what we consume comes to define who we are, from the point of view of advertisers it is extremely important to get their messages to each individual, no matter how difficult. Hence new types of advertising and marketing communication messages appear.

In this regard, Adwords, Communication can be considered Postmodern if we consider that segmentation can reach almost one to one. Also in the sense that intrude in many of our activities on the internet (to read the online press, to consult a search engine, to watch videos, etc ...). So the answer to the first question is "yes", the Adwords They can be considered a form of postmodern marketing communication.

To be a postmodern communication makes them more effective?

The Adwords no longer an ad in many cases easily identifiable. And therefore, as we have seen in the heat maps, users are able to detect and classify it as advertising, which reduces their effectiveness, especially if they are located away from information that is relevant to them. Hence Adwords plants are more effective than the Adwords side.

As for saturation, in this study we have found that certainly the youngest segments of our population begin to be saturated with advertising and have become immune to it. All that considered advertising no longer of interest to them. If they can not even look to the areas where advertising is.

We have seen even some of them go so far as to consider advertising the results of Google Maps and not watch them. Fortunately, not in all cases so, as we can see in the first heat map we have shown. Map I remember again, is only for users under 25 years.

The other looked at over 25 advertising side, as shown in the second map.

Review of "THE CODEX OF ATLANTIS" Stel Pavlou of - The Factory

codice atlantidaFollowing my "Year Atlantis", this Christmas I read "The Codex of Atlantis" No. 1 in sales in the United States and Italy (as indicated by the editors in Spain). Just in case, the editors have published Thrillers collection rather than on Science Fiction, which is where it really should be, I guess to see if the sales figures are emulated in other countries. (I get? ... I think you go for the 5th edition).

The book is interesting and well written to be read evasion.

A nivel de teorías sobre la Atlántida es bastante original. Parte de la base de que los atlantes eran una sociedad avanzada, con conocimientos más allá de los de nuestro tiempo en campos como la nanotecnología, conductividad, estados físicos, etc. Sus construcciones eran a escala planetaria y aún quedan algunos restos de ellas. Como en las teorías de Platón, fueron destruidos por el Diluvio… aunque en el libro vemos que el Diluvio es la consecuencia de una catástrofe a nivel de Sistema Solar, que puede volver a repetirse.

According to the thesis of the book, all the monuments of antiquity are connected and are actually part of a machine on a planetary scale, capable of saving humanity or condemn it. The task of the players is to try to be the first of these premises, rather than the total annihilation of the human species.

... And they do, but just barely.

As a curiosity, commenting at one point in the book, talking about the biological timing of the banks of jellyfish, the author uses to explain the resonance and makes one of the protagonists explain how Huygens in 1660 when he was ill in bed, he noticed that the pendulums of two of its timepieces ranged at the same time when the clocks were coming. If they moved causing them to lose the pace, they came back after a while to move in coordination. If the clocks are separated, they not tuned.

This reminded me of a video demonstration of this same effect, but this time, illustrating tuning 3 metronomes.

This tuning approach is the same that governs the movements of groups of animals: groups of fireflies, flocks of birds that change direction, fish stocks, etc.

I like to find non-academic books that leverage to popularize science!

Does Google's Golden Triangle is still valid? The answer is yes

Who else who has less ever see a heat map that runs through the network, Eyetracking done with technology and showing what is called "The Golden Triangle Google"The gold zone in which you have to appear if you want to be something on the net ... the space where all eyes of Google users. Myself, I've used a lot of times in classes and lectures, to show graphically the importance of appearing in the top positions of Google, either in the form of Adword, Whether in the form of natural positioning (SEO).Eyetracking - Triangulo de Oro de Google

But this heat map has its years, and every time I use it I wonder whether it will be really valid now that Google displays results including maps, books, definitions, etc. (The image I show along these lines corresponds to the classical heat map to which I am referring).

Hence one of the things I wanted to test in testing we have been doing during the months of December and January to draw up a Search study aimed at Tourism Marketing, By using technology Eyetracking, it was whether the Golden Triangle was still valid, or otherwise, now appeared another geometric figure.

Well, after performing the tests (54 individuals by testing 4 different tasks, altogether 216 heat maps results pages Google), we conclude that it remains valid, especially when very specific searches are performed and offer results found in the top positions, although the lateral Adwords are now most watched shows the classical triangle.Eyetracking Hotel Pulitzer Barcelona PCT

Andmasters some of these heat maps:

This I show below is a heat map to search "Hotel Pulitzer Barcelona"(Without quotes) adding the maps of 30 users tested, taken at random and untargeted. The task was to find the URL official Hotel Pulitzer (he was both Google Maps and the first result SEO). I show the map is a map of percentages fixing eyes (the same type the "classic" only that our EyeTracker different).

We can see how the triangle is formed, though somewhat blurred because of the map.

If this same heat map we show by absolute values ​​of fixating, then Eyetracking Hotel Pulitzer Barcelona AbsolutoIf we see the triangle, and we also note that some users have looked at the Adwords side, which is barely visible on the map by percentages. (See attached image)

A curious observation about the side Adwords: If this same search took, heat maps users under 25 will see something very different: not one has looked at the side Adwords and the triangle appears clean but somewhat disfigured, and focused on higher Adwords and natural results.

It seems that those under 25 are very clear that the lateral Adwords are advertising and therefore do not deserve your attention ... (this topic is important and worth analyzing further because it refers to the theories of communication Postmodern well that both the map and the subject I discuss in another post).

The complete study can be downloaded here:

The complete study can be downloaded here: Eyetracking Search Marketing

Review of "CULTURAL TOURISM" José Antonio Donaire - Vitel • the Editions

Cultural tourism, between experience and ritual"It is a book worth reading by little you feel a certain interest in tourism.

The author knows what he's talking and knows the subject, not in vain is a specialist in tourism management in historic cities (among others related to geography and tourism topics).Turisme Cultural - José Antonio Donaire

Although in principle the book is aimed at an academic audience, the content is treated in a pleasant and at the same time is an amazing scholarship. It is recommended for all audiences.

The book is really dense in content, so it's not a book to read at a stretch. It is rather a bedside book. Something to read for a while and then stop to reflect on reading.

Some of the topics covered in the book are:

  • Culture (in capital letters) vs culture (lowercase)
  • The image of a destination vs. the real identity of its inhabitants
  • How is a cultural tourist
  • Cultural tourism is an experience or ritual

With deft skill, the author will introduce topics that seem simple and goes by going to dilemmas that require reflection, and eventually force you to leave the book aside, like it or not, and force you to think about what he said to you a opinion and position yourself to one side or another.

It also includes some interesting thoughts on web 2.0 and its applications in tourism issues.

Anyway ... A real pleasure to read.

Blog author: José Antonio Donaire
Publisher website: Vellum Publishing

Certain words stand out. "Luxury" is one of them.

Following analysis Eyetracking tests for the study of Search Marketing-oriented tourism, conducted during the months of December and January, today we will talk about the words that attract attention in the texts.

In the study "Eyetracking Media España"By the AIMC Y Alt64 in which I participated in 2005 when we analyzed the patterns of reading Spanish online press, we noted that before starting the reading of a text, the brain of the user scans the page you're thinking of reading, searching for words to call him attention. When the brain encounters words then you decide whether it is worth making the effort to read or not.

The same have been able to observe in the results pages of Google, and especially with certain Adwords. Let's see:

As I was operator of some of the tests conducted in December 2008 during the recording itself and I noticed that many of the people tested specifically looked some ads. Eye! No clicaban, only looked ... I mean, something caught their attention, but then kept looking. Obviously, some do clicaron on them because most of ads had to do with the search performed by the user.

If we look at the attached recording (see attached video), observaremos que tras revisar la página de resultado, algo llama la atención al usuario mientras mira columna de Adwords de la derecha. Hay un anuncio que llega a mirar hasta 3 veces. La grabación pertenece a un usuario al que se estaba testeando en la búsqueda “hotel Barcelona” y su tarea consistía en indicarnos dónde buscaría un hotel en esta página de resultados (SERP=Search Engine Result Page).

We can see that after reading more or less in depth the SERP, goes to read the ads on the right and after them all, staring at one of them and then return to it. It is the announcement of Splendia. Why is fixed at that ad? You failed to tell us why.

Another user (see this other video attached) In the same SERP it performs the same type of navigation and again is fixed in the notice ... but this time also it click. Why do you look at him? Why do you click? Asked the user, he says that just because they noticed him, liked what it said (and that is) and CLICO in it.

But the action set in this particular ad and not the rest has been something that has made 22% of users (12 persons over 54) who tested this page. Looking at the map of heat generated by these users, we found that really something caught 12 people.
Eyetracking Google Adwords Splendia

(see map attached map showing the addition of the 12 users who set eyes on this point. We can see how it really was for them an important point in the SERP)

In another task in which users tested were looking for a hotel suite in Barcelona from the SERP that appears when searching for "suites hotel Barcelona"He happened exactly the same, but with greater intensity: this time, 37% of users set their sights on a particular ad: Adword second in the right column. And guess what ... it was again Splendia announcement, which appeared on this page in another position.Eyetracking Google Adwords Splendia 2

Again, something caught the attention of users, this time 20 people from a total of 54.

(See image map hot aggregate of the 20 people who watched the announcement of Splendia. In this case we can see that the effect is not as explosive as above, but continues to call attention to the 20 people fix their gaze on this announcement, when they are looking for "Suites" and the ad the word does not even appear)

This "something" that draws attention to many users in different search results pages, is the word “Luxury” that Splendia used at the beginning of the description of your ad.

In the study Eyetracking Search Media You can read more about this and you will discover what else caught the attention of users.

Hotel vs. Intermediary Portal: Portal wins ... and long!

As I mentioned in my previous post, during the months of December and January we have been conducting a study aimed at Tourism Marketing Search using Eyetracking technology. (Read previous post)

Well, we did another test users to testeábamos was to request that they should seek a hotel in Barcelona making Google search "hotel Barcelona" (without quotation marks).

Eyetracking_Google_hotel_barcelonaEyetracking_Google_hotel_barcelona

Let's keep going…
Una de las cosas que queríamos averiguar al realizar este test era si los usuarios entrarían en un portal de intermediación hotelera o bien elegirían un hotel determinado. Los resultados fueron concluyentes, el 74% de los usuarios se decidieron por un portal de intermediación y sólo un 26% clicó en un resultado que pertenecía a un hotel. Curiosamente, todos los usuarios que clicaron directamente a un hotel, lo hicieron a través de Google Maps.

So let's see why people CLICO where CLICO:

So let's see why people CLICO where CLICO:

When we asked why users had clicked where they clicked, most of which clicaron on a brokerage site indicated they did on that specifically because they knew him.

People who clicaron about hotels, also said it was because they knew him or because they had heard and knew the hotel was nice, and was well situated, etc ...

In some cases, users indicated that the ad title was what had most caught their attention. Especially the "400 hotels in Barcelona” de Booking.

In other cases, certain words caught their attention, that users did read the title and accompanying text and clicaran. This is the case eg in Splendia Adword 5 position shown on the left ... a place where almost theoretically would not have to receive clicks.

The theme of the words that draw little attention and get people to fix their gaze and click there, deserve special analysis ... so these words will discuss in the next post.

... and another interesting thing related to this research: between the results shown in this first page natural positioning (SEO) only appear 4 hotels. Well, 3 of them are hotels that we have done consulting position to reach on this page: Hotel Pulitzer, the Axel Hotel and the Hotel Royal Ramblas. It is something that all members of GEA Internet we are proud.

Later note: The study has already been published. You can download it here: Eyetracking Search Media .

Google Maps vs SEO: SEO keeps winning

During the months of December and January we have been conducting a battery of tests to develop a study Search Marketing-oriented tourism. The tests for the study were performed using Eyetracking technology and a personal interview after the test is completed, to know where users tested looked and looked there and why not elsewhere.

In total, 54 people aged between 16 and 68 years were tested.

The results have been very interesting and will publish on this blog as we move forward in analyzing the data.

The first of the curious things we've noticed is that While Google Maps appear is important, more important still running first for natural positioning. Especially in specific searches. In general searches such as "hotel in Barcelona"There is no doubt about the importance of appearing on Google Maps. In this post we will analyze the specific searches.

Let's see why we have come to this conclusion:

One of the tasks to be carried out by users was to find the website of the Hotel Pulitzer in Barcelona between all the results that appear on Google by searching for "Hotel Pulitzer Barcelona"(Without the quotes). Apareceían 234,000 results.
Eyetracking Hotel Pulitzer Barcelona
Looking at the heat map image I show along these lines, we can see that the official website of the hotel appears in both Google Maps and in the first place by natural positioning. As well:

  • A 51.85% of users in clicaron first result of natural position.
  • 40.74% of users clicaron on the web that appears on Google Maps.
  • 7.41% of users (4) were wrong and clicaron on Adwords or other natural results, convinced that clicaban the hotel website.

When we asked why they had clicked clicked where the answers were as follows:

  • Those who had clicked on SEO results indicated that rely more of these results. In fact, 22% had not even looked at the area of ​​Google Maps and gone directly to the SEO area. When asked why they did not trust, most indicated that they thought it was instead advertising and knew the results that follow the map are not advertising.
  • Those who clicaron on the map indicated that clicaron on the map that appeared in the middle of the screen and saw that it was directly and the hotel page.

Most people indicated that the URL of the hotel was what I told them it was the hotel's official website (obviously they called the "hotel management" not the URL, I am writing URL to facilitate the writing of this post). 25% also indicated that the title of the result indicates "Official Website" had reaffirmed that they were right and that was the official website.

  • 4 people wrong and clicaron on other outcomes, they were convinced that they were right and had given the correct web (until they saw the web to which arrived after clicking, of course, at which time they realized their mistake). In most cases it was the URL that misled them and made them believe they were on the correct result. URLs that were the type clicaron "Hotel-Pulitzer-Barcelona.h.rez.com"Hence some people confused. Although the titles of the ads also helped confuse "Hotel Pulitzer Barcelona"As the title of a Adword is able to confuse anyone if not take into account other parameters.

As for Adwords in general, almost everyone looked at some point 3 advertisements are highlighted in the upper zone (only 25% not looked), regarding the lateral Adwords, were not so lucky, and only 22% watched them.

In another post again we discuss the issue SEO vs. Google Maps, but using an example in which the results it delivers the page, in both cases are different (the Avanzo ... SEO wins again).

Later note: The study can download it here: Eyetracking Search Media .