The arrival of Google Product Listing Ads (PLA) in the UK is a mixed blessing for the advertising world.
While retailers will no longer benefit from the free traffic they were receiving from Google product search, it gives advertisers more granular control over product listings, bids and traffic, allowing them to work out what’s going where and when, and distribute budget as necessary.
Christmas might seem like a distant memory now, but as we've seen from the recent troubles at Comet, HMV and Blockbuster, having a good Christmas can be the difference between success and failure for a retailer.
But what's coming to light from our search data is how Christmas Day itself is becoming critically important for online retailers.
We have seen a steady growth in e-retail on Christmas Day and Boxing Day over the last five years or so, and now with the proliferation of tablets and other smart devices we’re seeing the growth increase even further.
Search budgets have increased by 19% over last year, Facebook spend has doubled in the same period, and the money for Facebook campaigns isn't cannibalising other online budgets.
'Content is King' is an old phrase but still a true one when it comes to building a brand presence on social media.
As Facebook implements more and more ways for users to control exactly what appears in their News Feeds, brands need to be ready to meet the challenges that brings.
Community Management is the art and science of engaging your fans and it’s important to view it as a data-driven, long-term, iterative process. Here are a few of my top tips...
We’ve been testing the performance of Facebook advertising on our
Facebook optimisation platform, and how it performs against search for a
test sample of brand clients.
We did this by running two simultaneous
campaigns across search and Facebook for each client (both campaigns are
designed to work together, with a similar message and content). We’ve
measured the impact of each on conversions (predominantly sales and
registrations) on each brand’s website.
(and many publishers) are wrestling with the problem of cross-channel
attribution: understanding what each channel adds to the entire process.
Producing a breadcrumb trail of user paths is too simplistic. The real key is understanding the incremental effect of each unit of media.
The UK’s online advertising spend increased 10% to nearly
£2bn in the first half of 2010 according to the IAB. For the first
time the survey estimated spend on social networks, at 3% of total
Though that’s a rough-and-ready figure, it probably
represents around £40-50m in the first 6 months of 2010. There’s no
doubt in my mind that a lot of that social spend is going on Facebook
and we’ll see that increase considerably through 2011.