A new way to Cruise

My Cruises

The latest cruise brand to hit the Australian market is taking the country by storm. My Cruises brings only the best of the best together in bundled cruise packages all housed in the most stunning website to hit the market.

Consumers would be used to hokey 70’s looking websites to navigate, get information and book cruises. My Cruises changes all that in in is crisp modern layout with easy navigation and simple enquiry. It is packed full of video, imagery and all the itinerary and destination information you may need.

But what makes this brand so special is its selection of cruise deals. Only the best most innovative cruise brands and itineraries are selected as well as only the best pre and post accommodation. Flights are included in all packages and customers can look forward to these deals being packed with bonus extras and exclusive inclusions.

Booking your cruise holiday whether it be a river cruise, ocean cruise or expedition cruise you can be sure that the Australian Based call centre team will look after your every need and concern. Its all about making the complexity of cruising simple, easy, hassle free and only the best of the best. If that is not enough, they also offer a price beat guarantee.

You can look forward to booking the ultimate cruises with MSC, NCL, APT, Carnival, Scenic and many more.

I was fortunate enough to be involved in the development, execution and success of this new brand in the Australian Cruise market. I would strongly recommend taking a look at www.mycruises.com.au if you are considering a cruise as it simply cant be beaten on price or quality.

My Cruises

Magazine Article on Richard Weyer

Magazine Article on Richard Weyer & Digital Media

Fun article in Loud Magazine featuring Richard Weyer. “Deciphering the world of AdWords”. Love the humor.

Loud MagazineLoud Magazine

Loud Magazine

Loud Magazine


Why include brand keyword campaigns in AdWords?

Why include branded keywords?

There are a number of very compelling reasons why you should generally always include branded keywords in your AdWords PPC campaigns. I will explore some of these below as it is a question that frequently pops up.

Reasons to Include Branded Keywords in your AdWords account.

  • Account Health

Having branded keywords in your account attracts a high click through rate for those keywords as they are extremely relevant. Your keywords and ads healthy AdWords Accountwill also get very high quality scores on those keywords. Google attributes this good click through rate and quality score to the whole AdWords account (as all the campaigns are viewed as a whole for some metrics) and thus this improves the “health” of the account overall.

“Health” is Google’s idea of how relevant your account, keywords and ads are. High quality scores and click throughs = better health for the account. This can lead to lower cpc and greater impression share.

  • Heading off Competition

Even if you rank in position 1 naturally for your brand terms you will still find competitors bidding specifically on your brand terms to steal traffic (ads appear for competition above your natural result). Competitors may also be bidding on terms that customers type along with your brand name, for example: “Rockhouses Realty Houses For Sale”. You may not have anyone bidding on “Rockhouses” but you will find many bidding on “realty” as well as “houses for sale”. Thus competitor ads will still appear diverting large head off the competitionportions of your traffic away. By bidding on your own brand terms you ensure you always have the number 1 spot above competitors either for exact match or long tail keywords that include your brand name. You will also ward off competition and also cause competitors to pay more when trying to steal your traffic.

  • Click “Incrementality”

A phrase coined by Google to explain the phenomenon that happens when brands experience a higher click through rate on natural results when a paid result is also present.

Studies have proven that without a paid ad you may get 60% of the traffic clicking on your natural result. If you add a paid ad into the mix that figure goes up and also with a higher Click Through Rate. Thus an ad being present creates synergy between the natural and paid results for a greater end result. With a natural only rank in position 1 you may get 80 clicks out of 100 impressions. With a paid add included you may get 85 clicks out of 100 impressions on the natural result. You get a better end result.

  • Professional Appeal

Having paid ads now days has become a standard for most brands especially all the big brands. Consumer psychology is starting to recognise this as a sign of a quality professional brand as all the high end big brands are doing it. It is something consumers come to expect. When a good quality paid add is present for your brand term it boosts your professional image and brand appeal. A paid branded result will also help your brand positioning, messaging and take up more shelf space to reinforce your key messages over competitors.

  • Low Cost

Bidding on your brand terms is normally very low cost and over time will be very cost effective. As you get the majority of the clicks the cost per click comes way down. You wont have to break the bank to fund a brand campaign in your AdWords account.

  • User Friendly

AdWords ads come with many different ad extensions that you can use to help consumers reach the right place on your website easily (e.g. sitelinks) or contact you with ease (e.g. click to call or maps). They also help you shout your key selling points better (e.g call outs) than a natural result does. You are thus helping a consumer understand and make use of your services with greater ease than a natural result can in isolation. You may also have a better landing page set up for your paid ads that converts better than your website home page. Fill that high conversion page with high quality leads that are close to the point of conversion.

When might you choose not to bid on branded keywords?

You may not want to do this if you have a very limited budget, you are 100% sure competitors are not bidding on your terms (beware they will probably jump in soon) & your brand is not often searched for with long tail keywords and products that may trigger competitor ads.

Only in certain rare circumstances would I recommend not bidding on branded terms. The reasons outlined above are too compelling an argument to opt for not running branded keywords. The results speak for themselves.

I hope this was helpful!



Google bot and Bing bot IP list

Google bot and Bing bot IP list

I put together this list of Google and Bing bot IP addresses for anyone to use as they please.

Security White-list:

A good use for this list is to add them to your security white-list. Google and Bing at times can often spider a page that is 404. If you have good security in place they may be locked out after a few attempts. If you lock out Google you know what will happen. You will be de-indexed within a day or so.

So how do we keep security up and keep Google and Bing clean?

Google IP address whitelisting

  • Just add the below IP addresses to your white-list so they are not locked out of your website for any reason. (you can also wildcard the IP ranges)
  • Also use any additional list you may find on the net.
  • Be sure to add your own IP to the white-list.
  • Keep monitoring all the IP’s that get locked out and keep adding new Google and Bing IP’s to your personal list. (Bing seems to add new ones more often than Google)

If you do lockout Google then submit your entire site and all major pages to Google for indexing in your Webmaster tools account. Within 2 – 3 days you should see your rankings back to normal (sometimes even better than normal as Google may discover more fresh pages).

Make an alert in Analytics to tell you when visits to your site drop below a threshold. This should alert you of a potential problem of any type (server issues or Google de-index etc).

A good plugin to use for wordpress security is “better WP security”. Be careful how you set it up as it can be tricky. I may do a write-up on correct setup and use later on.

Hope this list and page proves useful.

Google and Bing IP Whitelist:    (last update – 23/3/2014)



SEO & PPC Jokes

Classic SEO and PPC Jokes

A cool collection of some of the better SEO Jokes and PPC humor. Will try and add more and more as I find them.

1. Browsers! Cmon, You know its true.

SEO Jokes

2. Google+ those evil bastards.

Google + Jokes

3.  Negative SEO? Not possible!

Negative SEO

4. What we do

google gods seo

5. We want rankings tomorrow!

SEO rankings now

6. Hide it on Page 2! (more like position 5.)

Page 2 search results

7. SEO expert. We all know someone.


8. Google plus. Sad but probably true.

google plus lols


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