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Posts tagged with Paid Search

Brand bidding on Adwords is ok, rules EU in Interflora vs M&S case

On the way into the office today I noticed a bunch of tweets along the lines of 'Interflora wins EU PPC case vs M&S'. 

I have just read the ruling in full, and I don’t interpret it as a win at all, but there are some key takeaways that you need to be aware of if your brand is involved in bidding on competitor trademarks. 


Attribution: Why search marketers should care about customer loyalty and lifetime value

It’s common for consumers to click on an online ad, view a product and then postpone purchase until a couple of days later when they’ll go directly to the site and the conversion is made.

Furthermore, once an order is complete, that same customer could keep coming back to the site to make other purchases. And yet, measuring these instances of customer loyalty to optimise bids has often proven to be a problem for marketers.

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Companies increase outsourcing for SEO, PPC and social media: survey

SEO, paid search and social media: for obvious reasons, it's difficult, if not downright impossible, for companies to thrive online without them.

Given their importance, one might expect that a growing number of companies would be eager to bring their SEO, PPC and social media activities in house, but according to SEMPO and Econsultancy's State of Search Marketing Report 2011, just the opposite is happening.


How to use paid search as a branding tool

Ann Summers paid searchPaid search is typically perceived as a direct response channel. It is most frequently used by firms for sales and lead generation.

There are definite brand benefits to paid search, but most advertisers do not focus on the softer brand metrics when placing Adwords campaigns. Clickthrough and conversion rates are what matter the most, as far as most people are concerned.

As such it was rather interesting to spot a seemingly random paid search ad for Ann Summers, which was anchored to a keyword search on last year’s budget. 


Social media and SEO massively undervalued: study

Now that TagMan has been tracking all the activity of some very big clients for a substantial period of time, we can provide some pretty definitive answers about how different campaigns appear in, and contribute to, the path to conversion.

From this data, we have proof that natural search and social media channels are vastly undervalued, while the effect of paid search is overstated... 


Two channels. One search. Zero excuses.

Most brands now engage in organic and paid search to a greater or lesser degree, but most do so with little understanding of the interaction between the two mediums, and therefore fail to acknowledge that search is one medium and not two and should be managed as such for maximum return.


Expert opinion: What’s ahead for paid search in 2011?

To coincide with the release of Econsultancy’s Paid Search Agencies Buyer’s Guide this week, I’ve been talking to some leading UK search agency experts about what 2011 holds for the sector. 

I’ve no doubt that paid search is going to become sexy again – we’ve seen PPC products and technologies emerging such as Google’s location-based ads, Product Listings, Extensions and Sitelinks.

Additionally, Bing and Yahoo! continue to challenge Google, while new opportunities for paid search are becoming apparent, ranging from mobile through to social media.

It looks to be an exciting year ahead for what some marketers regard as a stale channel, despite its effectiveness and accountability. But what do those on the frontline think?


Performics: Three tips for optimizing paid search campaigns for mobile this holiday season

Google, Yahoo, other search enginesHalloween’s gone and Thanksgiving is on the horizon. That means it’s time for the holiday ad onslaught, which means a razor-sharp focus on optimizing paid search campaigns for most retailers. Performics predicts retail sales from actively managed paid search campaigns will grow 15% this holiday season. CEO Daina Middleton recommends creating and optimizing standalone mobile search campaigns - not just using existing holiday search campaigns - to foster sales growth.

Read on for three tips on making those mobile search campaigns more effective.

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Four best practice tips for Facebook Advertising

In my last post, I argued that the growth of Facebook is such that marketers can no longer ignore it as a platform. However, I also mentioned that it is much less mature than search marketing, and as such best practice techniques aren’t as well developed.

So in this post I'm sharing my thoughts on how best to use this fast emerging channel most effectively, based on how we see agencies and advertisers using our platform to manage Facebook campaigns.


Demand side platforms bring display into the hands of search marketers

There is a lot of buzz in the digital world at present around the rise of demand side platforms and real time bidding being the future for display advertising and particularly network buying.  

With all the data, technology, and bidding involved, paid search marketers could find themselves best placed to take advantage of the rising popularity.

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Man vs. Machine: the automation of PPC campaigns

Econsultancy’s PPC Bid Management Technology Buyer’s Guide published last week highlights an  increased reliance on automated campaign management tools.

But how necessary is it to use this kind of software?


Facebook vs Google: does size matter?

Facebook recently announced it has hit the major milestone of 500m users, following hot on the heels of the news that, in the US, the site has overtaken Google for the first time. This is truly remarkable growth for a site that only launched in 2004.

However, can we judge the effectiveness of Google vs Facebook based simply on the size of their respective user bases? Should we be diverting more budget towards Facebook at the expense of search?