Don’t Neglect Your B2B Strategy
Digital is key to any marketing strategy; the Business-to-Business industry is no exception. Google’s latest research states that on average “B2B customers now go 57% of the way towards purchase without calling a vendor” and that IT decision makers will only consume specific content that is relevant to them during the research phase. This means …
Reaching Landing Page Nirvana
Testing and improving landing pages on an ongoing basis is essential to the success of PPC campaigns. Creating a great user experience that encourages website engagement and ultimately reaches a client’s goal, be it buying a product or subscribing to a newsletter, is not always straightforward. This is where A/B testing comes in: A/B testing …
PPC Automation: Who’s Flying The Plane?
What on earth do planes have to do with Paid Search? By the time we’ve landed (the end of this post) I hope it will all make more sense. The benefits of PPC automation have long been debated. Can you really trust a machine? In this post, I’ll discuss two methods that we use to …
One Thing We Learnt This Week
“That switching off PPC brand terms doesn’t automatically divert traffic to organic” I’m often asked the question by our clients “is my PPC brand campaign cannibalising my organic performance?” If I could give a straightforward answer to this, then I’d probably be working for Google’s Algorithm Team quietly going crazy having to adhere to secrets …
What is the impact of Brexit on the Travel Money sector?
There have been two main subjects dominating our minds and the media over the last few months – Brexit and Football. With the former having a significant impact on the economy, consumer behaviour, exchange rates and our PPC accounts, here we analyse the impact of our decision to leave the EU on the FX sector, …
Expanded Text Ads What We Have Learnt So Far
Earlier this year Google revealed the newest and perhaps most exciting change in AdWords for quite some time: Expanded Text Ads (ETAs). They claim it’s the biggest development in Paid Search for years, with optimal performance expected on smartphones as the move is designed for a mobile-first world. The new ad format allows advertisers to …
Don’t You, Forget About…Bing
In a fast-paced and often stretched agency life, we as paid advertisers, naturally become focussed on the bigger picture: optimising accounts that will lead to the biggest impact for our clients, or in simple terms, focusing our efforts on Google. This approach is perfectly understandable. The majority of the market rests with this media …
Google Customer Match And What It Means For Paid Search
By Richard Lamb, Vice President of Search and Blair Kerrison, Head of PPC Innovation On Monday 28th September, Google signaled their biggest shift towards audience targeting, across their product suite, with the announcement of Google Customer Match, a product that takes YouTube, Gmail and Paid Search into Facebook Custom Audience territory. Whilst hardly hot on …
Google Announces Upcoming AdWords UI Upgrades
Today Google announced an upcoming upgrade to the AdWords user interface. The goal of the improved UI, which will be gradually rolled out over the coming months, is to streamline workflow, deliver a more modern look and feel, and make management of AdWords digital marketing campaigns easier. While Google constantly tests and implements new features …
Camel Casing: Best Practice For Your Ads? Here’s Why It Should Be
It’s been drilled into me since I was a fresh faced PPCer. Proper Camel Casing of your ads will make all the difference. Its best practice! But what exactly is ‘proper’ camel casing and how much of a difference can it really make? A recent study carried out by my Displaying Ads colleagues across the …
