Almond Digital Blog

  1. Ad extensions now part of Ad Rank formula

    Google displays ads based on a formula called “Ad Rank,” which chooses the most relevant ad based on the search entered. Google announced that it just made ad extensions part of its Ad Rank formula.

    Ad extensions and formats can now influence the position of your ad on the search results page. If two competing ads have the same bid and quality, then the ad with the more positive expected impact from extensions will generally appear in a higher position than the other.

    Ad Rank is based not just on the overall quality of one company’s ad, but the quality of competing ads, too. The result is that if Company A’s ad — using ad extensions — gets a higher Ad Rank and is more prominently displayed, its cost-per-click will go down. But at the same time, Company B’s cost-per-click for the less prominent spot will go up. Prices, in other words, are determined not just on what companies are willing to bid but on what their rivals bid too, and competing bids can drive up costs for advertisers who aren’t paying attention to that.

    In other words, it’s going to get a lot more expensive for advertisers who “lose” in Ad Rank, and in this case specifically, those who are not using ad extensions to make their ads more useful.

    If you want to know more about how you can optimise your pay per click account, contact us on

  2. Almond Digital speaking at World Travel Market London, 2014

    CEO of Almond Digital, Vishal Alimchandani, will be speaking at World Travel Market Hotel Distribution Summit to independent and small hotel chain representatives. Having worked with hotels of these types for 2 years, Almond has a good understanding of how hard it is for them to manage operations and at the same time grow.

    Vishal will go through a series of time efficient and ROI focused marketing techniques along with presenting Almond’s new state-of-the-art second generation booking engine, Booker Centric.

    World Travel Market 2011

  3. Are you a new online marketing manager? The first things you need to do.

    Being a new marketing manager can be daunting. It is your first day in the role and expectations from your boss are high not only to quickly understand the brand, but to also deliver increased ROI from marketing activity.

    In order to really impress we recommend doing the following right at the outset:

    • List the channels your company are currently using for marketing campaigns in order to identify unexploited opportunities
    • Request detailed campaign reports for the past 6 months in order to assess the performance of the company’s current marketing agencies
    • Compile a list of the current marketing tools the company are your team members about their effectiveness
    • Look at potential opportunities for international expansion by measuring search volumes for your company’s product internationally in Google Insights
    • Measure your company’s online brand footprint by searching for your brand’s name on twitter, facebook and technorati and of course Google!
    • Repeat each of the above but for each of your main competitors.

    If you would like a comprehensive analysis of your company’s online marketing activity then our digital audit services might appeal to you. You may also want to see the complete range of services of our digital marketing agency. Feel free to contact us to discuss your requirements and we will be happy to put a plan in place for you.

  4. The cost per acquisition (‘CPA’) model in pay per click

    The CPA model in pay per click advertising involves the agency being paid only if a CPA target is met.
    First, the agency defines what the acquisition is to measure, whether it is form request fill outs, sales or email newsletter sign ups. Following this a target is set for the agency to meet. This is great for clients as

    1. This is risk free
    2. The agency is incentivised to not only increase the spend, but the efficiency of the campaign

    With a management fee approach, we have found that it takes more time to communicate the campaign strategy and justify the resources required, than it takes to acquire the resources and facilitate the running of the campaign. The introduction of the CPA model has given us the flexibility and autonomy to apply the required resource, take calculated risks and experiment with different techniques necessary to improving a campaign’s performance; all at no risk to our clients.

    There has not been a better time for companies to employ an agency with the CPA model, as cost per clicks in Google advertising have risen dramatically in the last year.

    If you are interested in pay per click advertising with the CPA model, feel free to contact us on +44 (0)207 047 1900 or email us at

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