AI Is Now Influencing Buying Decisions More Than Ever, New Research Reveals

Artificial intelligence is no longer simply helping consumers and businesses research products and services, it's increasingly shaping the decisions they make.

New research from AI visibility consultancy LLM Listed suggests AI-powered platforms such as ChatGPT, Google AI Overviews, Claude, Microsoft Copilot and Gemini are becoming trusted advisers throughout the buying journey, with an overwhelming 85% of buyers saying they have changed their mind because of an AI recommendation.

The findings come from the company's AI Buyer Journey Report 2026, based on responses from 770 buyers across the United States and the United Kingdom.

Perhaps even more striking is the level of trust respondents now place in AI-generated information. The study found that 97% trust information provided by AI platforms, while 94% said they would stop considering a company altogether if AI presented negative information about it.

For businesses, that represents a significant shift in how customers discover, evaluate and ultimately choose suppliers.

Business buyers appear to be embracing AI particularly quickly. According to the report, 91% of B2B buyers now use AI during the purchasing process, while 90% research potential vendors using AI before ever making direct contact.

Consumer behaviour is also changing rapidly. Around 84% of consumers now use AI somewhere during their buying journey, with 59% turning to AI as their very first stop when looking for product recommendations.

The research also suggests businesses may be underestimating AI's influence because many buyers never click directly through from AI platforms to company websites. Instead, they often search Google for a company name, type the website address directly into their browser or even ask AI tools for telephone numbers and contact details before making contact.

Among consumer users, Google AI Overviews (39%) and ChatGPT (35%) emerged as the two most popular AI platforms for product research. Business buyers showed more varied preferences, using Google AI Overviews (27%), ChatGPT (23%), Claude (15%) and Microsoft Copilot (11%) in significant numbers.

Ben Harper, Founder of LLM Listed, believes the findings demonstrate a major change in customer behaviour.

He said told That's Business: "The findings suggest that AI is no longer simply a research tool. It is increasingly becoming a decision-making tool."

He added that organisations can no longer afford to ignore how they appear across AI platforms, particularly when buyers are placing so much trust in the information they receive.

As AI becomes increasingly embedded in everyday purchasing decisions, businesses may need to pay as much attention to how they are represented by AI systems as they do to their websites, search engine rankings and online reviews. In an increasingly AI-driven marketplace, visibility across these platforms could become just as important as visibility on traditional search engines.

https://llmlisted.com/

Glasgow Firm Floors the Competition With New Brand Aimed at Architects and Contractors

A Glasgow company whose flooring has already found its way into some of the UK’s biggest gyms and commercial projects is now making a major move into the specification market.

Superstrata, the new specification-grade flooring brand from Marcias Ltd, has officially launched with its sights firmly set on architects, fit-out contractors, leisure trusts and major gym chains.

If the parent company name does not immediately ring a bell, its client list probably will.

Marcias Ltd is the Glasgow business behind Sprung Gym Flooring, whose products have reportedly been used in projects linked to Google HQ, Manchester City, Manchester United, David Lloyd and PureGym. Now the company is creating a dedicated brand specifically for the commercial specification sector.

The move comes after what the business describes as a sharp rise in enquiries from architects, surveyors and contractors needing far more than just a quick flooring order.

Instead, they wanted the full specification package, fire certificates, acoustic testing, slip ratings, sustainability credentials, technical documentation and compliance data before even considering a product for a project.

Founder and Director Richard McKay said the original Sprung brand was never designed for that type of workflow.

He explained that Sprung Gym Flooring was built around direct buyers such as gym owners and operators who wanted reliable flooring delivered quickly, while Superstrata has been created specifically for the specification process used by architects and contractors.

That means downloadable technical sheets, CAD details, NBS clauses, installation guidance and project case studies all built directly into the platform.

The company says every Superstrata product comes with a full technical documentation pack designed to help streamline commercial project approvals and procurement processes.

The brand is also planning to develop RIBA-accredited CPD content aimed at architects and designers, while targeting growth in the UK leisure, hotel and commercial fitness sectors.

Importantly for existing customers, Sprung Gym Flooring is not disappearing.

The company says Sprung will continue operating as its direct-to-customer brand, serving gym owners and operators as it has since 2020, while Superstrata becomes a separate “front door” for specification-led commercial projects.

For a Glasgow business that already supplies tens of thousands of customers, the launch signals another ambitious expansion, and a reminder that specialist UK manufacturing and supply firms are continuing to find clever ways to scale into new markets.

https://superstrata.fit

https://www.gym-flooring.com

Google ‘Moonshot’ Veteran Launches €50M Fund to bridge Europe’s deep tech scale gap

Europe’s deep tech sector has just received a major vote of confidence. Mahir Sahin, a former senior executive at Google and lead advisor at Alphabet’s Moonshot X Factory, has launched a €50 million investment fund through his London-based venture firm, Cloudberry Ventures. Mahir 

The goal is to support scientists, engineers and founders developing the breakthroughs needed to power the next decade of global technology.

Sahin, who spent over 15 years at Google helping scale Android from one million users to more than four billion globally, believes the current trajectory of artificial intelligence presents a major challenge.

“The current AI trajectory is unsustainable. We cannot build an exponential digital future on top of a linear physical supply chain.”

Instead of focusing on traditional software investments, Cloudberry Ventures is targeting deeper layers of the technology economy where long-term competitive advantage is created through hardware innovation, materials science and specialised software.

Europe’s deep tech opportunity

Despite Europe producing 43% of the world’s Nobel laureates, the region captures only 11% of global funding and just 2% of Big Tech market capitalisation.

Sahin argues this gap has created an opportunity for overseas investors, with US venture firms often acquiring European deep tech companies at discounted valuations before relocating intellectual property abroad.

However, there are signs of momentum building. The $2 billion Series C funding round for UK-headquartered Nscale, the largest of its kind in Europe, highlights the growing scale of the continent’s deep tech ambitions.

Where Cloudberry is investing

Cloudberry Ventures is targeting Seed to Series A startups, typically investing €1–€2 million per company across three areas:

Industrial Infrastructure – advanced materials, energy innovation and autonomous manufacturing.

Financial Infrastructure – blockchain-enabled cross-border finance and digital asset systems.

Compute Infrastructure – next-generation computing technologies including quantum systems, photonics and Edge AI.

One early investment is Xavveo, a Berlin-based startup developing photonics radar technology designed to give robotics systems full 360-degree environmental awareness.

Backed by global expertise

Cloudberry’s team draws on experience from organisations including Google, Samsung, Airbus and HSBC, offering founders both technical mentorship and international scaling support.

Before launching the new fund, Sahin tested the model through Cloudberry Pioneer Investments, achieving an 86% gross IRR and a 2.4x return on invested capital in just 16 months.

If the strategy succeeds, Cloudberry Ventures could help ensure that Europe’s next generation of breakthrough technologies are not only invented on the continent, but scaled there too.

https://cloudberry.ventures

Why Your Business Could Benefit from Using Google’s Advertising Services

In today’s digital-first world, being visible online is no longer optional – it’s absolutely essential. 

Whether you’re a small start-up, a growing brand, or an established business, reaching the right audience at the right time can make all the difference. 

One of the most effective ways to achieve this is by using Google Ads and other Google advertising services. 

From paid search to YouTube campaigns, or adverts on blogs, these tools offer businesses a powerful way to get in front of potential customers.

1. Reach the Right Audience at the Right Time

Google Ads allows you to target people who are actively searching for your products or services. Instead of paying to show adverts to a broad, unfocused audience, you can hone in on specific keywords, locations, demographics, and user behaviours. This precision ensures your advertising budget is spent wisely.

2. Flexible Budgeting and Cost Control

One of the biggest benefits of Google advertising is flexibility. You set your own budget, whether you want to spend £10 a day or £10,000 a month. 

With pay-per-click (PPC) advertising, you only pay when someone clicks on your advert, meaning you can closely track your return on investment (ROI) and adjust as needed.

3. Detailed Insights and Performance Tracking

Google provides in-depth analytics on how your adverts are performing. You can track which keywords generate the most clicks, how customers interact with your website, and which campaigns deliver the best results. These insights help you make data-driven marketing decisions and continually refine your strategy.

4. Multiple Ways to Connect with Customers

Google’s advertising services go far beyond search results. Your brand can appear on YouTube, Gmail, Google Maps, blogs and the Google Display Network, reaching customers while they browse, watch videos, or check their emails. This multi-channel approach maximises brand visibility and customer engagement.

5. Boosting Local and Global Presence

Whether you want to attract more customers to your local shop or expand internationally, Google Ads has you covered. Local search campaigns help nearby customers find you, while global targeting options allow you to put your products in front of audiences worldwide.

6. Competing with Larger Businesses

Google advertising levels the playing field. Small and medium-sized businesses can appear alongside larger competitors in search results, giving them a chance to capture attention and win new customers — without needing a massive marketing budget.

Final Thoughts

In a crowded digital marketplace, visibility is key. Google Ads gives your business the opportunity to connect directly with your ideal customers, no matter your size or budget. 

With powerful targeting, flexible spend, and detailed insights, your business could benefit from greater visibility, higher website traffic, and more sales.

If you’re ready to grow your business, Google’s advertising services could be the next step in your journey.

Learn more by calling Google Ads Experts (Onboarding Support – UK) 0800 026 1712 

https://business.google.com/uk/support/

Unlocking Success: A Comprehensive Guide to Optimising Your Website for Local SEO

In today's digital age, having a strong online presence is crucial for any business looking to thrive. 

And when it comes to attracting local customers, there's no better tool in your arsenal than local search engine optimisation (SEO). 

Optimising your website for local search not only improves your visibility to nearby potential customers but also enhances your chances of converting online searches into offline sales. So, if you're ready to harness the power of local SEO, here's a comprehensive guide to help you get started.

Understanding Local SEO

Local SEO is the process of optimising your website to rank better for local searches. When users search for businesses or services near them, search engines like Google strive to deliver the most relevant results based on the searcher's location. Therefore, by optimising your website for local SEO, you increase your chances of appearing in these local search results, driving more foot traffic and leads to your business.

Key Strategies for Local SEO Optimisation

1. Claim and Optimise Your Google My Business Listing

Your Google My Business (GMB) listing is a critical component of local SEO. Claiming your listing and ensuring all information is accurate and up-to-date can significantly improve your visibility in local searches. Be sure to include your business name, address, phone number (NAP), website URL, business hours, and relevant categories. Additionally, encourage customers to leave reviews, as positive reviews can boost your credibility and rankings.

2. Optimise Your Website for Local Keywords

Research and incorporate local keywords into your website's content, meta tags, headings, and URLs. Focus on keywords that include your location and relevant terms related to your business or industry. For example, if you're a bakery in Birmingham, target keywords like "best bakery in Birmingham" or "Birmingham pastry shop."

3. Create Local Content

Developing locally-focused content not only showcases your expertise but also helps attract local audiences. Consider creating blog posts, articles, or landing pages that discuss topics relevant to your community or address local concerns. This can help establish your authority in the local market and improve your website's relevance for local searches. (But obviously keep well clear of any politics)

4. Ensure Consistent NAP Information

Consistency is key when it comes to your business's name, address, and phone number (NAP) information across the web. Ensure that your NAP information is consistent across your website, GMB listing, social media profiles, and local directories. Inconsistent NAP information can confuse search engines and negatively impact your local SEO efforts.

5. Optimise for Mobile

With the increasing use of mobile devices, optimising your website for mobile is essential for local SEO success. Ensure your website is mobile-responsive, loads quickly, and provides a seamless user experience on all devices. Mobile-friendly websites are more likely to rank higher in local search results and provide a better experience for mobile users.

6. Build Local Citations

Local citations are mentions of your business's NAP information on other websites, such as directories, review sites, and local business listings. Building consistent and accurate citations across reputable sites can help improve your local search visibility and establish trust with search engines. Be sure to claim your listings on popular platforms like Yelp, Yellow Pages, and Bing Places.

7. Encourage Customer Reviews

Positive reviews not only influence potential customers but also play a significant role in local SEO rankings. Encourage satisfied customers to leave reviews on your GMB listing and other relevant review sites. Responding to reviews, both positive and negative, shows that you value customer feedback and can help improve your reputation online.

Measure and Analyse Your Results

Finally, regularly monitor and analyze your local SEO efforts to identify what's working and what needs improvement. Use tools like Google Analytics and Google Search Console to track your website traffic, rankings, and engagement metrics. Adjust your strategies based on performance data to continually optimise your website for local search success.

Optimising your website for local SEO is a powerful way to attract nearby customers and grow your business. By claiming your Google My Business listing, optimizing your website for local keywords, creating locally-focused content, and implementing other key strategies, you can improve your visibility in local search results and drive more traffic to your business. 

Remember to stay consistent, monitor your progress, and adapt your strategies to stay ahead in the competitive world of local SEO. With dedication and strategic implementation, your business can unlock its full potential and thrive in the local market.

(Image courtesy of Kevin King (Chandana Perera) from Pixabay)

Unleashing the Power of Monetisation: A Comprehensive Guide for Your Blog or Website

In the vast digital landscape, creating a successful blog or website is an accomplishment in itself. 

However, the journey doesn't end there. Many creators aspire to turn their passion projects into sustainable sources of income. 

Monetising your blog or website requires a strategic approach and a blend of various revenue streams. In this comprehensive guide, we'll explore effective ways to unlock the full potential of your online platform.

Understand Your Audience:

Before diving into monetisation strategies, it's crucial to understand your audience. What are their interests? What problems are they trying to solve? By grasping their needs, you can tailor your monetization efforts to align with their preferences, ensuring a more successful outcome.

Quality Content is Key:

Content is the backbone of any blog or website. High-quality, engaging, and valuable content keeps visitors coming back and attracts new audiences. Search engines also favor quality content, helping to improve your site's visibility. This, in turn, sets the stage for effective monetisation.

Leverage Affiliate Marketing:

Affiliate marketing is a powerful way to generate income. Partner with companies or brands relevant to your niche and promote their products or services. Earn a commission for every sale made through your unique affiliate link. Authenticity is key, only endorse products or services you genuinely believe in.

Display Advertising:

Implementing display ads on your website can provide a steady stream of income. Platforms like Google AdSense allow you to display ads on your site, and you earn money whenever visitors click on or view these ads. Optimise ad placements for better visibility without compromising the user experience.

Create and Sell Your Own Products:

Capitalise on your expertise and create digital or physical products. E-books, online courses, merchandise, or exclusive content can be lucrative offerings. Your dedicated audience is likely to support products created by someone they trust and admire.

Membership and Subscription Models:

Offer premium content or exclusive perks through a membership or subscription model. Platforms like Patreon allow creators to connect with their audience on a deeper level and provide additional value to paying members.

Sponsored Content:

Partner with brands for sponsored content opportunities. This could include writing blog posts, creating videos, or incorporating sponsored mentions in your content. Ensure that the sponsored content aligns with your brand and is relevant to your audience.

Implement E-commerce:

If applicable, consider turning your website into an e-commerce platform. Sell physical or digital products directly to your audience. Platforms like Shopify and WooCommerce make it easy to set up an online store seamlessly integrated with your website.

Optimise for SEO:

Improve your website's search engine optimization (SEO) to increase organic traffic. Higher traffic volumes can result in more opportunities for monetisation. Research relevant keywords, optimise meta tags, and create compelling meta descriptions to enhance your site's visibility.

Engage with Your Community:

Foster a sense of community around your blog or website. Engage with your audience through comments, social media, and other channels. A strong community is more likely to support your monetisation efforts and contribute to your success.

Monetising your blog or website requires a combination of creativity, strategy, and dedication. By understanding your audience, consistently delivering quality content, and exploring diverse revenue streams, you can transform your passion project into a sustainable source of income. Keep experimenting, stay authentic, and adapt your approach to the ever-evolving digital landscape. The journey to monetisation is unique for every creator, so embrace the process and enjoy the rewards of your hard work.

(Image courtesy of 200 Degrees from Pixabay)

Leveraging Customer Feedback for Business Growth: Effective Improvement Strategies

In today's competitive business landscape, customer feedback is a priceless resource that can provide valuable insights into your product, service, and overall customer experience.

Companies that actively collect, analyse, and act upon customer feedback tend to outperform their competitors. In this blog post, we will explore the importance of customer feedback and discuss effective improvement strategies that can help businesses thrive.

The Significance of Customer Feedback

Customer feedback is a goldmine of information that can guide your business towards success. Here are some key reasons why it's so important:

Enhanced Customer Satisfaction: Listening to your customers demonstrates that you value their opinions. It can result in improved customer satisfaction and loyalty.

Product and Service Improvement: Feedback helps identify pain points and areas for improvement in your offerings. This is crucial for staying competitive and relevant in the market.

Innovation: Customer feedback often reveals unmet needs and untapped opportunities, which can fuel innovation and new product development.

Problem Resolution: Promptly addressing issues highlighted by customers can prevent them from becoming larger problems that affect multiple customers.

Effective Customer Feedback Collection

To make the most of customer feedback, you will need a well-planned and efficient collection strategy. Here are some methods to consider:

Surveys: Online surveys, whether through email or your website, are a popular and cost-effective way to gather structured feedback.

Social Media Monitoring: Pay attention to social media platforms where customers discuss your brand and products. Responding to comments and messages can provide valuable insights.

Customer Interviews: Conduct one-on-one interviews or focus group discussions to get in-depth insights from customers.

Feedback Forms: Use feedback forms on your website, in your product packaging, or at the point of sale to encourage immediate feedback.

Online Review Sites: Monitor and engage with reviews on platforms like Yelp, TrustPilot, TripAdvisor, or Google Reviews.

Effective Improvement Strategies

Once you've collected customer feedback, the real work begins: turning that information into actionable improvements. Here are some strategies to consider:

Segment Your Feedback: Categorise feedback into different areas, such as product quality, customer service, or pricing, to pinpoint areas that need attention.

Prioritise Issues: Not all feedback is equally urgent. Prioritise issues based on their potential impact on customer satisfaction and your business.

Set Clear Objectives: Define specific, measurable, and time-bound objectives for each improvement initiative. This will help you track progress.

Engage Your Team: Share customer feedback with your employees and involve them in brainstorming solutions. They are often the ones closest to the issues and can offer valuable insights.

Implement Changes Incrementally: Don't rush into making massive changes based on feedback. Start with small, manageable improvements, and gradually build on them.

Communicate with Customers: Keep your customers informed about the changes you're making based on their feedback. This can enhance trust and show that their opinions are valued.

Measure and Analyse Results: Continuously monitor the impact of your improvements. Use metrics like customer satisfaction scores, NPS (Net Promoter Score), and sales data to gauge success.

Incorporating customer feedback into your business strategy is more than a trend; it's a necessity for sustainable growth. It's an ongoing process that requires dedication and a customer-centric approach. By collecting feedback effectively and using it to drive meaningful improvements, you can enhance customer satisfaction, stay competitive, and ultimately, boost your bottom line. Remember, in today's business world, listening to your customers can make all the difference.

The Battle of Titans: Microsoft Teams, Google Groups, and Zoom for Business Communications and Marketing

In today's fast-paced digital landscape, effective communication and marketing tools are absolutely vital for businesses to thrive. 

Three major players in this arena are Microsoft Teams, Google Groups, and Zoom. Each of these platforms offers distinct advantages and drawbacks, making it crucial for organisations to choose the right tool based on their specific needs. In this blog post, we'll delve into the pros and cons of each platform to help you make an informed decision.

Microsoft Teams:

Pros:

Seamless Integration with Microsoft 365: Microsoft Teams seamlessly integrates with other Microsoft 365 applications such as Word, Excel, and PowerPoint, making it a powerful platform for document collaboration and sharing. This integration streamlines workflow and enhances productivity.

Advanced Security Features: Microsoft Teams offers enterprise-level security and compliance capabilities, making it a suitable choice for organizations that prioritize data protection.

Unified Communication: Teams combines messaging, video conferencing, file sharing, and project management tools into one platform. This all-in-one approach simplifies communication and reduces the need to jump between various apps.

Integration with Third-Party Apps: Microsoft Teams supports integration with a wide range of third-party apps and services, enabling businesses to customize their communication and marketing stack.

Cons:

Learning Curve: The platform's extensive features can be overwhelming for new users, leading to a steeper learning curve.

Subscription Costs: While Microsoft Teams offers a free version, many advanced features are available only through paid subscriptions. This can be a significant expense for small businesses.

Google Groups:

Pros:

Cost-Effective: Google Groups is available for free and is included with Google Workspace (formerly G Suite). This makes it a cost-effective solution for small businesses and start-ups.

Collaboration Tools: It seamlessly integrates with other Google Workspace apps like Gmail, Google Drive, and Google Calendar, providing a cohesive collaboration environment.

Easy Sharing and Collaboration: Google Groups allows for efficient document sharing, discussion threads, and collaboration on projects, making it a great choice for small to medium-sized teams.

Customisation: Users can customise their group's settings and permissions to suit their needs.

Cons:

Limited Features: While Google Groups is great for basic collaboration, it lacks advanced communication and marketing features found in other platforms, like video conferencing and extensive project management tools.

Security Concerns: Some businesses may have security concerns regarding Google's data policies and privacy practices.

Zoom:

Pros:

High-Quality Video Conferencing: Zoom is renowned for its high-quality video and audio conferencing, making it an excellent choice for webinars, virtual meetings, and marketing events.

User-Friendly: Zoom is user-friendly and easy to set up. It doesn't require a steep learning curve, making it accessible to users of all tech levels.

Cross-Platform Compatibility: It is compatible with a wide range of devices and operating systems, making it accessible to a broad audience.

Recording and Analytics: Zoom offers features like meeting recording and detailed analytics, which are valuable for post-event analysis and marketing purposes.

Cons:

Security Concerns: Zoom has faced security and privacy issues in the past, although the company has made efforts to address these concerns.

Pricing Tiers: The free version of Zoom has limitations, and the advanced features come with subscription costs, which can be steep for larger organizations.

In conclusion, the choice between Microsoft Teams, Google Groups, and Zoom for business communications and marketing largely depends on your specific requirements. Microsoft Teams excels in security and integration, Google Groups is a cost-effective option for basic collaboration, and Zoom is ideal for high-quality video conferencing. 

It's essential to assess your organisation's needs and budget to make an informed decision. Furthermore, many businesses opt for a hybrid approach, using a combination of these tools to leverage their unique strengths while mitigating their weaknesses.

(Image courtesy of Jagrit Parajuli from Pixabay)

Stay Ahead of the Game: Leveraging Google Alerts for Your Business Research Needs

In today's fast-paced business landscape, staying ahead of your competitors and making informed decisions is absolutely crucial. To achieve this, you need to keep a keen eye on the latest trends, industry developments, and competitor activities. 

Fortunately, there's a powerful and often overlooked tool that can help you do just that: Google Alerts. In this blog post, we'll explore what Google Alerts are and how they can be a game-changer for your business research needs.

What are Google Alerts?

Google Alerts is a free, user-friendly tool offered by the tech giant, Google. It allows you to monitor the web for new content based on specific keywords or phrases of your choice. Google then sends you email notifications when it finds new information that matches your selected criteria. This information can be in the form of news articles, blog posts, academic papers, or even social media updates.

Why Google Alerts?

Customised Information Delivery: Google Alerts enables you to tailor your information sources to your unique business needs. You can set up alerts for anything from your company name and products to industry keywords, competitors, or even specific trends and news topics.

Real-Time Updates: Business moves at a rapid pace, and Google Alerts helps you keep up. Instead of manually searching for news and updates, you receive real-time notifications when new information matching your criteria is published online.

Competitor Analysis: Keeping an eye on your competitors is essential for staying competitive. With Google Alerts, you can monitor mentions of your competitors' names, products, or industry-specific keywords to gain valuable insights.

Market Trends and Opportunities: By setting up alerts for industry trends and emerging opportunities, you can stay ahead of the curve and capitalize on new developments before your competitors do.

Reputation Management: Monitoring your brand name is crucial for managing your online reputation. Google Alerts helps you address any negative mentions promptly and allows you to celebrate positive ones.

How to Set Up Google Alerts for Business Research:

Go to Google Alerts: Start by visiting the Google Alerts website or simply search for "Google Alerts" on Google.

Enter Your Keywords: In the search bar, enter the keywords or phrases you want to monitor. Be specific and use quotes for exact phrases.

Choose Sources: You can select where Google should search for your keywords. Options include news, blogs, web, video, books, and more.

Set Frequency: Decide how often you want to receive alerts. Options include as-it-happens, once a day, or once a week.

Choose Language and Region: You can narrow your alerts down by selecting a specific language and region.

Preview Alerts: Before finalising your alert, you can preview the results to ensure they match your criteria.

Create the Alert: Click the "Create Alert" button, and Google will begin sending you email notifications for the selected keywords.

Tips for Effective Google Alerts:

Use specific keywords and phrases to get the most relevant results.

Experiment with different variations of keywords to fine-tune your alerts.

Regularly review and update your alerts as your business evolves.

Keep a clean and organized inbox by creating filters or folders for your Google Alerts emails.

Google Alerts is a versatile and invaluable tool for your business research needs. It empowers you to monitor the web for crucial information, keep tabs on competitors, and stay updated on industry trends. By using this free and easy-to-set-up service, you can make informed decisions, maintain a strong online presence, and position your business for success in a dynamic marketplace. So, why wait? Start harnessing the power of Google Alerts today and gain a competitive edge in your industry.

I use Google Alerts for my day job and it is my number 1 research tool. 

(Image courtesy of Firmbee from Pixabay)

Maximising Revenue: Why You Should Place Google Adverts on Your Blogs and Websites

Monetising your blog or website is a common goal for many content creators and website owners. One of the most popular and effective ways to generate revenue is by placing Google Adverts on your platform. 

In this blog post, we will explore the compelling reasons why you should consider integrating Google AdSense into your website or blog to increase your earnings and enhance the overall user experience.

Diverse Ad Formats

Google AdSense offers a variety of ad formats to choose from, including text ads, display ads, video ads, and native ads. This flexibility allows you to select the ad types that best match your website's design and content, ensuring a seamless integration that doesn't disrupt the user experience.

Contextual Targeting

Google Adverts use advanced algorithms to analyse your website's content and serve ads that are contextually relevant to your audience. This means the advertisements displayed are more likely to pique the interest of your visitors, resulting in higher click-through rates and increased earnings.

User-Friendly Setup

Integrating Google AdSense into your website is a straightforward process. Google provides detailed instructions and tools to help you get started, making it accessible even for beginners. You can customize the ad units to match your website's layout, ensuring a seamless blend between content and advertising.

Access to a Vast Advertiser Network

Google AdSense connects you to a massive network of advertisers who bid for ad space on your website. This competition often drives up the cost per click (CPC) and increases your revenue potential. By joining this network, you can attract high-quality ads from reputable brands.

Reliable Payment System

Google AdSense offers a reliable payment system, ensuring that you receive your earnings on time. You can choose from various payment methods, including direct bank transfers, checks, and wire transfers. Additionally, Google provides detailed reports and analytics, allowing you to track your earnings and gain insights into your audience's behaviour.

Potential for Passive Income

Once you set up Google AdSense on your website, it can become a significant source of passive income. As long as you continue producing valuable content and maintain your website's traffic, your earnings have the potential to grow steadily over time.

Enhanced User Experience

Google Adverts are designed to be non-intrusive and responsive to the user experience. This means they won't disrupt your readers or drive them away from your site. With the right placement and ad format, you can maintain a positive user experience while generating revenue.

Monetise Various Types of Content

Google AdSense allows you to monetise a wide range of content types, including blogs, forums, news websites, and video platforms like YouTube. This versatility makes it an ideal choice for content creators in various niches.

Google Adverts, powered by Google AdSense, offer numerous advantages for website owners and bloggers looking to monetize their platforms. With diverse ad formats, contextual targeting, and access to a vast advertiser network, Google AdSense provides an effective way to maximize your revenue potential. 

Moreover, the user-friendly setup, reliable payment system, and passive income potential make it an attractive option for those looking to generate income from their content. So, if you're considering monetising your blog or website, placing Google Adverts is a smart move that can benefit both you and your audience.

To find out more please visit https://adsense.google.com/start

(Image courtesy of Image by 200 Degrees from Pixabay and StockSnap from Pixabay)

Marketing expert calls for regulation to curb marketing ‘rip-off’ potential

A leading marketing expert is calling for the online marketing industry to adopt more stringent regulation to avoid small business owners spending money with unqualified and inexperienced marketers.

It comes as Niki Hutchison has picked up a latest accolade, having been shortlisted in the Great British Entrepreneur Awards within the Global Entrepreneur of the Year category.

Edinburgh-based Niki (http://www.nikihutchison.com) has also recently been recognised as an official Google Digital Garage trainer. She said: "Being recognised in such prestigious awards and by Google is a wonderful feeling but most of all, I’m proud to be able to demonstrate the trust needed by my clients and potential clients.

"This means more to me now, at a time when our industry is so lacking in regulation, meaning practically anyone can call themselves a marketer or business strategist. This means clients can invest in good faith, but often end up no further forward in their business, as well as also being out of pocket. Anyone investing in their business must check for evidence of qualifications and years of experience, things that should go without saying, but often do not.

"Online, lots of people are portraying themselves as experts, and charging exorbitant prices for marketing, or marketing coaching. Scratch the surface and their offer is often lacking in any value or substance.

"This brings not only a dreadful risk of people being ripped off but also tarnishes our whole business sector as all marketers can unfortunately be lumped in with the charlatans.

"I’m launching a free challenge https://www.nikihutchison.com/master-your-marketing to help people Master their Marketing and give them a taster of what it’s like to work with me, so they can feel safe and reassured in relation to my services."

As co-founder of Adventures In Marketing, Niki also brings together other expert marketers for business owners to learn from and is set to host a second event in Edinburgh in February of next year, after selling out the first one in February 2023.

She said: "Marketing is made up of so many different elements, but may be presented in a really narrow way, according to one person’s knowledge or skills. Reputable marketing professionals will have the skills to focus on how different elements will contribute to an overall strategy. I’ve been successfully doing this for over two decades.

"I’d strongly advise small business owners who are seeking marketing support online to do their due diligence, comb through LinkedIn profiles and ask to see case studies and testimonials connected to former work, not just what the marketers claims to have generated for their own business. This proof can mean the difference between wasting money and getting a great return on investment.

For Niki, some recent marketing achievements include:

• Supporting well known marketers Andrew and Pete with the initial launch for their event ATOMICON 2023 which attracted their highest number of attendees ever in June

• Helping The Worst Girl Gang Ever attract over 300 members to their brand new membership against a goal of 100

• Writing three winning Marketing Society Scotland STAR Awards papers in 2022, winning two Golds and one Silver.

Niki has also been listed in Business Women Scotland’s Top 100 Women in Business 2023, Digital Women’s Top 50 Women to Watch 2022, and is also currently shortlisted for their Women’s Champion Award, Digital Teacher/ Trainer Award and Digital Agency Owner Award in 2023.

She went on to say: "I share these achievements so people can see I genuinely know what I’m talking about and can help them use marketing strategically to get the results they’re looking for.

"I’d love to see more stringent regulation within the online marketing industry so that supposed experts with little actual knowledge or experience are either required to undertake the relevant training to be able to back up their claims, or are forced out.

"This training could be in the form of one industry-recognised qualification, specifically for online marketers working with small business owners. Perhaps it can only be applied for after a certain length of time in the industry, or after submitting evidence of client results. This would serve potential customers far better than the current growing line-up of online marketers who may or may not have any real-world experience in helping businesses grow.

Chancellor Launches Google Campus In East London's Tech City

Chancellor of the Exchequer the Rt. Hon. George Osborne MP recently launched Google Campus, a seven storey co-working and events space in the centre of East London's Tech City.
The Chancellor toured the building, meeting some of the UK's technology startups today making their home in Campus, and learning more about their innovations. He formally opened Campus by flicking the switch on a commemorative graffiti plaque.

Campus, a project run by Google UK - with support from partners Central Working, Tech Hub, Seedcamp and Springboard - aims to fuel the success of London's tech startup community. Its primary function will be to provide office space to startup companies, but Campus will also host daily events, offer regular speaker series with leading technology and entrepreneurship experts, hold networking events and run a constant mentoring programme, where Google staff will share their experience and expertise with residents.

Non-residential registered users will have access to the cafe and co-working space on the lower-ground floor, and will have free access to high speed wifi. Google hope that this informal, highly concentrated space will lead to chance meetings and interactions that will generate the ideas and partnerships that will drive new, innovative businesses.

In only three years, the Tech City community has grown to over 700 UK technology startups, based in London's creative centre. Google Campus will aim to build on this success and help to drive innovation, entrepreneurship, access to knowledge, valuable contacts and inspirational mentoring.

Campus is already at 90% capacity, with more than 60 permanent residents on site and an additional 4500 registered users. Furthermore, the recently-launched website, www.campuslondon.com has already recieved close to 400 requests for deskspace and more than 80 requests from organisations looking to host their events at Campus.

On opening Campus, Chancellor of the Exchequer the Rt. Hon. George Osborne MP said: "This is the result of two years of collaboration between Google and the British Government, and we salute the leadership, creativity and energy of everyone at Google for making this happen."

Google's Head of Campus Eze Vidra added: "Campus's goal is to create a central meeting point for London's booming tech startup community. East London is emerging as a world-leading entrepreneurial hub, and we're excited to be a part of it. Let's fill this town with startups!"

Commenting on the opening of Google Campus, Eric van der Kleij, CEO of Tech City Investment Organisation said: "The opening of Campus is a real milestone for Tech City, sending a clear signal to the world that the area is fast becoming global centre for entrepreneurship and innovation."

Google's commitment to create the largest co-working space in the area is testament to their desire to help facilitate and fuel the growth of the UK start-up community, and recognises that some of the best ideas come from new connections and collaboration. By creating a space that will evolve alongside the community, with the scale and connections that Google can provide, Campus helps accelerate the prominence of the area as a centre for ideas and creativity.

Google signed a ten year lease on 4-5 Bonhill Street in September 2011, and has since totally renovated the space .

FACTFILE:
Campus is situated at 4-5 Bonhill Street, London, EC2A 4BX.
Google's major Campus partners are Central Working, Seedcamp, Techhub and Springboard.
Google is a global technology leader focused on improving the ways people connect with information. Google's innovations in web search and advertising have made its website a top internet property and its brand one of the most recognised in the world. For more information, visit www.google.com/about.html.

Facebook ad spend up 25 percent and cost-per-click up 54 percent in Q3 2011

Facebook ad spend has increased by an impressive 25 percent during the third quarter of 2011, according to research by performance marketing company, Efficient Frontier. The cost of advertising on Facebook has also increased, with cost-per-clicks up by 54 percent in Q3 over Q2. Search spend has increased by 16 percent year-on-year in the UK (20 percent in the US).

Efficient Frontier’s quarterly Global Digital Marketing Performance Report, out today, includes the following findings:

• Facebook ad cost-per-clicks (CPCs) increased 54 percent in Q3 over Q2, and are predicted to continue rising. This indicates that advertiser competition in Facebook marketplaces is rising. Facebook has become an essential marketing channel for many brands. Increased cost per clicks reflect both a higher volume of advertisers and more price competition on the platform. Prices are predicted to continue to rise between 30-40 percent quarter on quarter.

• Facebook ad spend increased 25 percent in Q3 over Q2. Advertisers see the value in significantly increasing investments in social. Strategies that are contributing to spend growth include maximising fan reach with Sponsored Stories and acquiring new fans with Facebook ads. 84 percent of Facebook engagement can be attributed to Likes which are credited to Facebook advertising. Today brands increase their fan count by, on average, nine percent per month, doubling their fan base year on year. Facebook is emerging as a significant part of the marketing mix.

• Facebook fan engagement increased in Q3, with engagement (Likes, comments and shares) per post increasing by 31 percent on average, and impressions per post increasing 24 percent on average, over Q2.

• Search spend increased 16 percent year on year in the UK and 20 percent year on year in the US. ROI from search spend in the UK rose by 18 percent in Q3, having been fairly level in the earlier part of the year. This increase is likely to be the result of a rise in ad spend and late bookings from the travel sector. In the US, however, the opposite was true, with advertisers increasing budgets but seeing a decrease in ROI.

• The UK travel industry showed a 15 percent increase in search spend and a five percent increase in ROI year on year, the result of a late booking market. Impressions on Google have risen by 22 percent for travel advertisers, and clicks have increased by 130 percent. This is likely to be the result of a combination of changes in user behaviour, more targeted and relevant ad copy, and Google’s continued efforts to make paid search look more like natural search.

The net result is an increased click-through rate (CTR) of 6.5 percent, year on year. This improved CTR has resulted in an 11 percent decrease in cost-per-click year on year, which contributes to improved ROI.

• Google continues to dominate search spend in the UK, as it demonstrates higher ROI for advertisers over Yahoo. Google’s higher spend share (which increased by 2.5 percent year on year), combined with efforts to improve CTRs and ad formats, results in greater ROI for advertisers over Yahoo. UK advertisers will move search spend towards Google; Bing and Yahoo need to implement the Search Alliance to reverse this trend, though the European zone financial crisis could dampen overall growth. Both Yahoo and Bing exhibit a higher click share than spend share, signifying less expensive CPCs.

This may also imply lower ROIs on Yahoo and Bing, meaning a greater share of clicks are being driven by brand terms with lower CPCs as the ROI from building out extensive generic campaigns is minimal.

• Google regained market share in the US for the first time since the Yahoo/Bing Alliance was implemented. As search spends increase and advertisers look to scale in volume, Google wins back market share because of its ability to offer more inventory, despite Yahoo/Bing’s power to produce higher ROI. In contrast to the US and UK, Google is losing market share to Yahoo in France, Germany, and Australia because of a disparity in relative CPCs between search engines and between different countries.

Jonathan Beeston, Global marketing director for Efficient Frontier, says: “Facebook is the real success story. Ad spend is growing and as a result, costs are increasing, but despite that, Facebook still offers great value to brand}. Used well, Facebook advertising integrates to search and social engagement to give a combined result that is better than the sum of its parts.”

The report is free to download from www.efrontier.com.

Facebook advertising cost-per-clicks increased by 22 percent in Q2 2011

Facebook advertising cost-per-click (CPC) rose by 22% in the second quarter of 2011, according to a Global Digital Marketing Performance Report from performance marketing company, Efficient Frontier and its subsidiary, Context Optional, a social marketing management company. Facebook CPCs are expected to reach 80% growth in a year, by the end of 2011.

Findings of the Global Digital Marketing Performance Report include:

• Facebook CPCs up by 22% in Q2 of 2011 over Q1, and this is expected to rise through 2011. If they continue to increase at 20% each quarter, this will result in 80% growth in one year.

• Facebook spend is around five percent that of search spend overall. However, for some advertisers this can peak at 25% during specific promotions, or at key buying times.

• Facebook spend currently is mostly incremental and not cannibalising search. Budget for Facebook is mostly coming from offline media such as TV and print. Efficient Frontier believes that Facebook will show the strongest growth in the months ahead.

• Brands are aggressively acquiring Facebook fans and those brands who are active on Facebook will, on average, double their fan base by October 2011.

• Analysis of 20 million fans managed by the Context Optional platform shows that for every brands post, there were an average of 100 comments per post in response. Brands will greater numbers of fans receive greater number of interaction; on average, each 17,000 fans generates one additional comment per post.

• Search spend growth in Q2 slowed globally, but still showed an eight percent increase year on year (year on year increase in 2010 was 17 percent globally). Search growth in the UK was seven percent year on year. Efficient Frontier believes this slower growth is, in part, the result of:

o advertisers focusing more on ROI than volume
o uncertainty in the Eurozone and the recovery of Japan from the March earthquake. Search is a strong indicator of macro-economic conditions.

• In the UK, Google continues to dominate with a share of 92.5%. (Note: as the Search Alliance is yet to be implemented outside of the US, Efficient Frontier reports Yahoo! and Bing separately.) Yahoo! was the only search engine that had a higher percentage of clicks than spend, reflecting cheaper clicks.

• The travel sector in the UK remains strong, with an 18 percent increase in ROI compared to the same period last year. Spend has increased by two percent. Despite the small spend increase, the sector has seen a 30 percent rise in clicks year on year (the result of a 15-30 percent fall in CPC over the same period), and a nine percent increase in click-through rate from Q1 to Q2 this year, as consumers become more specific in their searching.

Efficient Frontier’s global marketing director, Jonathan Beeston, says: “The biggest increase in spend this year is on Facebook advertising. Over the year, we expect it to have grown by 80% from last year. Budget for Facebook advertising is mostly coming from offline media such as TV and print rather than search.

“If the Yahoo!/Bing Search Alliance renews integration outside of the US next year, then the UK will see the same effect as the US: advertisers will move money towards Yahoo!/Bing to take advantage of ROI improvements.”

Methodology

The analysis was completed based on data from Efficient Frontier search engine marketing customers and the resulting Efficient Frontier Customer Index. The Efficient Frontier Customer Index represents a subset of clients who have spend data for six consecutive quarters or more, whose resulting metrics are then normalised to average industry category contributions established by multiple third party data providers.

For the first time, the report also uses data from Context Optional (which Efficient Frontier acquired in May 2011).

FACTFILE:

Efficient Frontier is a leader in online digital marketing, managing search marketing, display and social media campaigns for advertisers and agencies around the world. Efficient Frontier currently manages well over a $1 billion in annual digital marketing spend on behalf of its clients globally. The largest and most sophisticated advertisers and agencies partner with Efficient Frontier to achieve and sustain optimal digital advertising campaign performance.

In May 2011, Efficient Frontier acquired Context Optional, the leading provider of social marketing management for global brands and agencies. Context Optional’s Social Marketing Suite enables brands to create highly customized social media interactions that generate real value from their fans – through increased mindshare, word of mouth, website traffic and customer service recovery.

The Efficient Frontier/Context Optional combination offers marketers the opportunity to unite customer acquisition and engagement, creating an exponentially greater number of brand advocates across social media properties. Together, Efficient Frontier and Context Optional offer a complete solution for brands to acquire, activate and drive value from fans on Facebook and Twitter. The united Efficient Frontier and Context Optional platforms and aligned service teams ensure flawless execution of social marketing campaigns including strategy, creative, execution and optimisation.

Efficient Frontier is headquartered in Sunnyvale, California, with offices in New York, Chicago the United Kingdom, France, Germany, and India, and technology licensing partnerships in Japan, Hong Kong and Australia. Context Optional is headquartered in San Francisco. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures. For more information on Efficient Frontier, visit www.efrontier.com and for Context Optional visit www.contextoptional.com.