Paid search is 'always-on' and a numbers game that needs to be aligned with your offline marketing strategy to reap maximum rewards.
In our recent Paid Search Best Practice Guide, which includes over 300+ pages of tips and best practice, we outline how these ads can support cross-channel marketing campaigns.
Read on for three tips from contributor Chris Camacho, Head of Paid Search at Starcom MediaVest Group.
This week, eBay released a study into the effectiveness of paid search ads which concludes that, for the auction giant at least, 'the efficacy of SEM is limited at best'.
It's an interesting study, and well worth a read, but the report's conclusion applicable to brands in general, is it just less effective for eBay, or is there something wrong with the brand's PPC strategies?
I asked a number of experts about the report, and whether they agree with its conclusions....
Web analytics is essential for measuring and optimising paid search campaigns, and being able to extract the rind kind of data to improve your campaigns.
This post, which includes some extracts from our new Paid Search Marketing (PPC) Best Practice Guide, looks at examples of how to use analytics to track PPC performance.
As one of the core toolkits of digital marketers, paid search has been rapidly changing. From constant tweaks and updates to the search engine results page, through to consumers changing their habits by using mobile devices, professionals working in this field are constantly trying to stay ahead of the game in order to generate the greatest return on investment.
The recent changes that Google brought out with AdWords through ‘Enhanced Campaigns’ highlighted the need for new, up-to-date material for this critical area of digital marketing. To that end, we have recently updated our PaidSearch (PPC) Best Practice Guide.
Ecommerce and digital marketing consultant James Gurd is the lead author of our updated guide. James worked with leading practitioners from the field of paid search to make sure that the guide (which stands at over 300 pages in length and close to 120,000 words long) was as relevant as possible for all people interested in learning about and improving their paid search skills.
We spoke to James to find out more about the report and discuss how this will be useful for digital marketers today.
Almost three out of four businesses (71%) plan to increase their digital marketing budgets this year, according to stats included in the new Econsultancy/Responsys Marketing Budgets 2013 Report.
In comparison only 20% of respondents said they plan to increase their traditional (offline) budgets, up slightly from 16% last year.
The average expected increase (for those increasing digital budgets) is 28%, slightly higher than the average expected increase of 26% for offline budgets.
The 2012 holiday shopping season was one for the online retail records and that led to a very merry Christmas for Google, which reported its fourth quarter earnings yesterday.
All eyes were on the search giant, which failed to deliver in the third quarter, much to the disappointment of Wall Street.
But there was no disappointment this time as the company delivered $14.4bn in revenue, a 36% year-over-year increase, and earnings of $2.9bn, up from $2.7bn in the same quarter a year ago.
We've covered Facebook's Search Graph extensively, from early predictions to insights into what it means for marketers.
In this post, we asked paid search experts for a view on what they would like to see as a paid search tool on Facebook Open Graph (integrating Bing) and why.
Billionaire hedge fund manager Bill Ackman believes that Herbalife, a multi-level marketing company, is an illegal pyramid scheme.
And he says not just talking: he's shorted Herbalife stock, which is publicly-traded, to the tune of $1bn.
Despite the fact that social ad spend is expected to double by 2016 and analysts are increasingly bullish on native social ads, search continues to be the go-to channel for advertisers looking to drive ROI.
The record-breaking holiday shopping season is making that abundantly apparent. While sales driven by social referrals have thus far been miniscule, early analysis of Black Friday sales data by search and analytics consulting firm NetElixer finds that search ads are killing it.
The Christmas season undoubtedly gives online marketers more nights of restless sleep than any other time of year.
The number of clicks rapidly fluctuate as more consumers each year take to the internet to get their Christmas shopping done and marketers need to make sure the right products are being represented at the right time, as well as correctly reflecting availability.
To help ease what is a very stressful time, we’ve been analysing data from the same time last year to help marketers prepare their campaigns to cope with key dates and fluctuations.