Figuring Out the Gender and Age Demographics of Your Site

By | Analytics, PPC | No Comments

Demographics on My Blog
Have you ever wondered what the demographics are of people visiting your site or blog? Marketing is all about segmenting and targeting, so you obviously create your site with a particular target demographic in mind – but how do you know if those people are the ones that end up actually visiting your site?


Estimating Demographics on Your Website

There are a few ways you can guesstimate your sites demographics; one is using Facebook’s Insights for Domains, which we’ll go through in a blog post of another day. Another idea is to set up forms on your site to collect submitted data, and hope for the best. If you are really committed, and have a bit of extra cash, you might consider third party solutions. And now there’s another way to estimate the demographic breakdown of visitors to your site, and (hopefully) it’s something you already have access to.


Using Remarketing to Find Demographics On Your Site

Of course ad servers always want to know your demographic information so that they can serve you relevant ads – now this is coming around to help blog and website owners discover what demographics are on their site. All you have to do is (sorry) spend a bit of money on those ad servers – read:Google Adwords Remarketing (which you should really be doing already in some capacity. Remarketing is an excellent way to get more out of your PPC, Affiliate, SEO and other online marketing efforts).
Google Adwords now shows you Gender and Age breakdown for impressions and clicks from sites on the content network. If you have a remarketing campaign in place, you can use this report to see what the makeup of your remarketing audience is – which can be extrapolated to (kind of guess) the breakdown of visitors to your site with regards to gender and age.
This is how it could work…
1. A visitor arrives on your site

2. A cookie is placed on their browser

3. They leave to visit other sites

4. Google reports on the impressions and clicks of your ad from these visitors, and at that point will categorise them as male or female.
Now, of course this isn’t going to be super exact, but it will give you an estimate – which is a lot considering the fact that you don’t actually want to infringe on peoples privacy here. Simply log into Google Adwords, go to your remarketing campaign, and click on the Display Network tab, then gender or age.
Note that you can do this on all display campaigns, not just remarketing- so you can see what demographics are coming in on each campaign/targeting method.

How does Google KNOW the visitors age/gender?

Well, a few caveats. First of all – we aren’t looking at a persons age/gender. Google can only know the age/gender associated with a particular browser on a particular computer. So for shared computers you’re already getting a bit fuzzy.
Then, Google relies on either self reporting (via a social network they have access to, for example, Google Plus), OR they sometimes guesstimate depending on the sites visited by that particular browser.
Since behaviour isn’t always conclusive, and some people don’t self report, you will always have a bunch of clicks/impressions with gender/age ‘Unknown’.

Extra demographic tips from the new Adwords report

By breaking up your remarketing campaigns into products/services/articles/blogs/etc. You can segment your demographics even further to discover the audiences for particular segments of your site, and then deliver relevant content accordingly. This means you will have to use more advanced remarketing, by creating smaller audiences. This is very easily done in Google Adwords Library -> Audiences, so get segmenting now!

Penguin 2.0 – What Was Penguin 1.0 Again?

By | Google News, SEO | One Comment

Penguin 2.0Today Google launched Penguin 2.0 – not just an update of Penguin but a whole new version. Matt Cutts says it goes deeper than Penguin 1.0 and will impact more webmasters. Rand Fishkin (on very early thoughts) says he thinks it is a lighter impact than Penguin 1.0.


Since the update is less than 24 hours old, it is kind of hard to tell what the impact has been over a broad number of sites, but site owners will definitely be able to see if it has impacted their own site or not.


What we know for certain is that it aims, like Penguin 1.0, to fight web spam, with a focus on websites with dodgy backlink profiles. (Whereas Panda was about fighting crappy content).


If it was like Penguin 1.0, then there will probably be two main prongs of attack (of which the outcomes look very similar):

1. A Devaluation of crappy links which will result in a drop in your rankings

2. A penalisation from crappy links which will result in a drop in your rankings.


The other way that Penguin 1.0 and 2.0 might be related is that perhaps the dodgy links that SEOs fed to Google after Penguin 1.0, through the Disavow Tool, might now be the fuel for Penguin 2.0.


Without seeing the impacts of 2.0 yet, you can guess what the Penguin 2.0 advice is going to look like:

  • Link diversification – diversified in relation to linking domains, link types and link anchor text.
  • Avoiding anything promising VOLUMES of links, like link networks, blog comment spam, or article spinning .  This kind of volume would be easily detected by Penguin Robot – I mean look at him, he will hunt those things down like a sea lion on his non-robot brother!
  • Speed of links – Google have likely become expert at spotting spikes in linking efforts, which look unnatural, and may indicate spam.
  • Authority – there has been a bit of talk about promoting authority sites, which is kind of related to Panda, and that old cliche “Content is King”. Authority is about quality, but it could also be about…
  • …Social. There’s not a lot of evidence here, but social signals are another good way of indicating authority, and that’s why more and more SEO’s are getting involved on the social side of things.

Of course, there is no hard out evidence for a lot of this, but we’re pretty sure that these tips will “First do no harm”,…and then help keep you out of the way of that crazed Robot Penguin.


Helping Businesses Get Online With Australia Post

By | MooMu News | No Comments

By Tracy Mu Sung

Australia Post and MooMu Media

Australia Post is encouraging it’s business customers to get online, and we are helping them.

On Monday this week I presented at a joint initiative between Australia Post and Google to try and help more small businesses get online. This is a priority for Australia Post because traditional mail is in decline and a huge proportion of their business is in delivering purchases from online retail.


As a search marketer, I was representing the ‘Google’ side of the presentation, and covered topics around how to increase your sales through search marketing. My presentation included;

  • What is search marketing?
  • Customer Journey
  • Your Business on Adwords; and
  • Why Work with an Agency? (Call me and I’ll tell you!)

Australia Post discussed all the products they have available to both a) help businesses get online and b) make purchase deliveries easier. For example

  • Their simple content management system for online retailers called “MyShopInABox”. Uniquely, for a CMS, you can pick up a copy at your local Post Office!
  • SecurePay – the Government backed online payment system bought by Australia Post
  • Click and Send – easy way to create the documentation you need for sending parcels to your customers, as well as an easy way to organise and pay for deliveries
  • Reply Paid Returns – a way of increasing customer confidence is to allow them to return goods to you free of charge. Online retailer StyleTread uses this to excellent advantage.
  • Local business hubs – Post offices dedicated to helping their business customers
  • They also covered a bit about direct marketing, and their ‘lifestyle’ survey of householders.

I think you would be surprised at what Australia Post now offer, so if you are an Australian business, I would recommend getting on to their website and checking it out.


One of the most interesting topics, for many online retailers in Australia, is the hot topic of free shipping, which Australia Post was well placed to discuss. I think this deserves its own post, so I will cover that separately.

Universal Analytics – Should Everyone Upgrade?

By | Analytics | No Comments

Universal AnalyticsCheck out this graphic image created by Google to promote the public beta release of Universal Analytics. What does it tell us? It looks like a mobile device, a shopping cart, a tablet, desktop, cash register and game console – all linked in to Google Analytics.

That’s because this is what Universal Analytics is here to do – give business owners better and more complete information about how all their touchpoints work together to achieve outcomes (like sales). Universal Analytics has just been rolled out in a public beta, meaning anyone can now start using it. It’s free to use, but you should know that it’s also quite complicated and not necessarily going to be the magic marketing bullet for your particular business.


What is Universal Analytics?

Universal Analytics is Google Analytics but with new features which allows businesses to get more understanding about how their customers move from offline to online, from mobile to desktop, between browsers and more. It is basically following your customer through the many touchpoints they use to interact with your business.


How To Start Using It?

Like I mentioned – Universal Analytics is free, and now available in public beta, so in theory you can start using it now. All you need to do is;

  1. Set up a new web property (can’t be your existing one)
  2. Update your tracking code

In relation to updating your tracking code – you can use Google Tag Manager to do this, and it is also a good idea not to remove your existing analytics tracking.
What New Features Does Universal Analytics Provide?

  • Custom dimensions and metrics – which means you can add new dimensions like phone calls, point of sales and other offline interactions.
  • Online/offline data sync capabilities – you can upload/import offline data into your Google Analytics
  • Multiplatform tracking – allowing you track incoming data from any device
  • Simplified configuration controls  -access to options within the Google Analytics interface that were previously only available in the development environment

How Will It Track Customers?

To track customer activity from offline to online and across browsers, you will need to assign customers a unique ID and have this associated with all their transactions on and offline. For example, you might use a sign-in form online to track across devices, or you might have a customer membership number to track offline and online(e.g. loyalty card).

If you can assign an ID to an action, you can track it and follow user behaviour. E.g. if you had people swipe a card at your event, at your store, or use the number in your mobile and on your site or on a phone call – you could understand their behaviour across all those touchpoints.

Accordingly, you will need to update your privacy policies and allow people the option of opting out.
Measurement Protocol

How will Google Analytics get all this data? It will use their new Measurement Protocol to allow developers to make http requests to send raw data directly to the Google Analytics servers.
What Should I do with Existing Analytics Profiles and Code?

Because Universal Analytics is in beta, doesn’t have a lot of community experience/support yet and is quite complicated – it’s best to keep your Google Analytics code running as is for now. You can put the new snippet on your site alongside your old one, and have both running simultaneously.

You will also want to maintain your current profiles in analytics to maintain your history.

Before diving into Universal Analytics it would be a good idea to map out all the data you want to integrate, how you would do it, and what your reports might look like. If this is then considered valuable information to your business, you can go ahead and implement.



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