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With Google unleashing several new Adwords features in the first half of 2016, advertisers should take this as an opportunity to maximise their paid search campaigns.
Yesterday saw the latest development in Google's search advertising product.
Shopping ads, or product listing ads (PLAs), are set to appear within Google image searches.
I asked for some initial thoughts from agency search practitioners. Here are a few things to look out for.
It's a bumper stats roundup this week.
If you're interested in social commerce, digital transformation, PPC, ecommerce conversion rates, print ad spend, travel UX, telco UX, programmatic, payments, insurance UX, Euro 2016 and fashion ecommerce... *pause for breath* then you're in luck.
As ever, this post is simply the entrée - head to our Internet Statistics Compendium for a proper meal.
Getting to grips with PPC measurement?
Search campaign tracking can often be unsophisticated, working on a last click model, measuring revenue, transactions, ROI etc.
However, some more advanced marketers measure a bigger variety of variables, including profit margin, lifetime value and phone contacts.
Let's look at the different levels of PPC campaign tracking.
There's a lot to know about paid search advertising.
To mark the release of Econsultancy's newly updated PPC Best Practice Guide, I've pulled together a brief intro to KPIs, budgets and resourcing for paid search.
The full guide is more than 350-pages long and includes the basics of setting up a campaign, to more involved cross-channel strategy.
We recently ran a piece around Google killing right hand side ads in SERPs, and the impact that might have on PPC activity.
But the discussion so far has predominantly been around companies and agencies that are likely to have some level of flexibility within their display budgets.
One group that will be impacted in a very different way is the charity sector, particularly those who rely on Google’s Ad Grants programme, which limits bids to just $2.
Some people seem slightly alarmed by the rise of automation in marketing.
Is it the first step towards all of us being replaced by robots that will eventually enslave humankind and force us to oil their joints until the end of time?
While that might have been a lame attempt at a joke, it is actually very relevant to the Creative Programmatic event I attended yesterday, which was all about how this largely automated channel needn’t spell the end of human creativity in marketing.
No doubt you’re all aware by now that Google is removing ads from the right-hand side of its search results pages (SERPs).
Ads will now only appear at the top and bottom of SERPs.
To give some context around what this means for search marketers, we asked several experts for their take on why Google made this decision, and also how marketers need to adjust their PPC campaigns as a result.
According to our friends at Google, the most searched for fashion term in 2015 was “How to walk in heels”.
This may come as a disappointment to fashion brands who have been told search is all about sales.
Customers were NOT hungrily Googling the latest pictures from catwalks in Paris or Milan and working out where they could ‘get the look’.
A few months ago an Econsultancy contributor gave his views on the state of the digital industry in New Zealand.
The post focused on four main issues, which I didn't entirely agree with.
When PPC is as important as it is for Argos, understanding how external factors impact on conversion and spend is vital.
Argos' paid search agency Summit won a Masters of Marketing award in 2015 for doing just that, optimising bidding for the retailer in reaction to competitor TV ads, weather and seasonality.
Let's look at the what made this a winning campaign...