TitleUPS Terracotta Warriors
Agency
Campaign UPS Terracotta Warriors
Advertiser United Parcel Service
Brand UPS Mail Delivery

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About Maxus Global

Our people put our clients one step ahead

Maxus people have PACE. They are passionate, agile, collaborative and entrepreneurial. In 70 offices in 55 countries, our team of 2,000 thrives on change and teamwork. With 80% of our workforce focused on local business, we have deep knowledge of local markets and consumer behaviours, so we always have a point of view worth hearing. Our KPIs reward us for brave work, so we’re not shy to break the mould to help our clients get results.

Our structure gives our clients more agility

Our business model values communities and integration over departments and rigid structures, and our specialists aren’t reserved for regional hubs. Proven globally for clients as diverse as Barclays, Fiat, Kärcher and UPS, this model gives us the flexibility to meet our clients' specific needs with tailor-made teams and specialists located wherever they can contribute most.

Our approach unlocks new forms of communication and value for our clients

At Maxus, our work starts with data and analysis. Our data experts sit within our teams to help us harness the valuable insights that will help to deliver on our clients' priorities. We also have a robust planning philosophy and approach that unites CRM, creative media thinking and sophisticated real-time data. This is called “Relationship Media” and has helped our key clients revitalise digital strategy while lifting media buying productivity by more than 20%.

We help our clients make smarter decisions faster

We strive to keep our tools and technology suite ahead of other agencies. The better we are at putting real-time data at our clients' fingertips, the deeper and more profitable their relationships with consumers will be. Our parent company, GroupM, is the world’s #1 media buying group. GroupM makes substantial investments in future-focused technology and we’re quick to take advantage of those investments. We also build tools ourselves. For example, Pistemap is our Maxus proprietary and IPA award-winning online attribution tool that enables us to value each element of the digital consumer journey, not just last click.

We receive global recognition in the industry

We won over 100 awards in 2012, and continue to be recognised for the quality of our planning and insight. To see our most recent awards click here and for our Silver award-winning Cannes entry #YouDrive for Mercedes-Benz, watch the video here.

Latest News

Google Launches Gboard

What’s Changed

On May 12, 2016 Google announced the launch of the Gboard app for iPhone, which allows users to replace the standard iPhone keyboard with a keyboard that directly integrates with Google search. Gboard works across any app with keyboard functionality, including messaging and mail. Initiating a Google search from Gboard gives the user card-type search results, which can then be sent directly from the keyboard without leaving the app.

Gboard draws directly from Google search and delivers results for any type of query.

What the Change Means

With the introduction of Gboard there are now two possible scenarios for an iPhone user sharing a link:

  1. Without Gboard installed, a user finds a page to share via traditional mobile organic search, clicks through on the result and then copy/paste the destination link to their correspondent in a message.
  1. With Gboard installed, the user performs the same search directly from Gboard then sends the destination link to their correspondent without leaving the message and without the need to click through on a search result. The link sent from a Gboard result is a shortened link to the site, so the users clicking through on a link will be taken to the destination page, not a search result page.

According to Rajan Patel, the principal engineer for Google’s mobile search results, Gboard’s search rankings largely use the same algorithms as mobile search, but may diverge depending on the query type and use case.[1]

The most significant difference in Gboard results is a preference for Knowledge Graph, direct answer and news results. These preferences were directly called out by Patel as examples of Gboard gearing results toward sharing, which Google believes will be the primary use of search in Gboard.

Local results have changed the least between mobile and Gboard results. With the vast majority of searches showing exactly the same results, in the same order, between Gboard and mobile.

Implications for Advertisers

At launch, Gboard had no integration for paid search ads or shopping listings. Google stated that there were “no current plans around ads in Gboard.”[2] However, it is more than likely that Google will eventually integrate ads into the Gboard experience as offering relevant ads to users inside of apps is a significant opportunity.

Depending on how broadly Gboard is adopted, websites may see a noticeable decrease in organic search from mobile, and a concurrent increase in direct traffic from mobile, as users with Gboard no longer need to click through on an organic search result in order to share a link, but will instead send links directly from their keyboard.

For SEO purposes, this puts even more emphasis on optimization for direct answers and Knowledge Graph. This means ensuring that all assets on a brand’s site are correctly marked up with Structured Data, and that any source feeding the Knowledge Graph is correct and up to date. As well, brands should ensure an official representative is verified to directly change information in the Knowledge Graph through Google’s “Suggest a Change” link.[3]

For local optimization purposes, this means continuing to follow the same best practices for ranking in mobile local results. However, given the card-result style in Gboard, ranking first in the local three pack becomes even more important, as users only see one result a time and must swipe to see any further results.

Key takeaways:

  • Gboard automatically integrates Google search across any installed iPhone app with keyboard functionality
  • Gboard varies in significant ways from the mobile search algorithm, making mobile best practices, local optimization, Structured Data markup, and Knowledge Graph management even more important for brands
  • Paid ads are not currently integrated in Gboard
  • Mobile traffic patterns to your site may change significantly, if Gboard is widely adopted.

[1] http://searchengineland.com/how-gboard-ranks-249569

[2] http://searchengineland.com/google-gboard-ads-249486

[3] https://support.google.com/websearch/answer/6325583?hl=en

The post Google Launches Gboard appeared first on Maxus USA.

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