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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...
As the year draws to a close, here's some final advertiser inspiration to make those ad budgets work harder.
Twelve months ago I handed in my notice at a UK digital marketing agency and packed my bags to explore the wider world in which we live.
After several months in Asia, touring temples and burning on beaches, I settled into a digital marketing role in Queenstown, New Zealand.
It was actually the appeal of a ski season that attracted me to this buzzing town, but I was fortunate enough to have a skill set that was useful to local businesses.
In 2012, we conducted research into how the recession had affected attitudes towards global trading opportunities.
We found that many of the respondents had been forced to rely heavily on global markets to maintain or grow their revenues.
It’s nearly ‘that time’ of year again. So what are the key things to consider if you’re still putting the final touches to your digital marketing strategy for the holiday shopping season?
How can you win customers back online?
Here's an intro looking at some of the tools you can use, as well as some advice on knowing which customers to target.
Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.
In the real world, what marketers need are discrete ways to track discrete actions. That's why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.
Please add your own two cents in the comments.
It's been a busy couple of weeks for Facebook, Google and Twitter. So, I thought I'd round up the news items and product launches that have been announced, into one handy digest.
Here's what you might have missed...
The display advertising economy is in trouble, and digital publishers are feeling it. Whether it’s the rise of ad blockers, emerging news-delivery platforms, commoditized ad inventory or diminishing CPMs, there are plenty of challenges facing the industry.
Our new report, Digital Publishing: Increasing Advertiser Value Through Data and Identity, found that display ad revenue is either stagnant or shrinking for 40% of digital publishers.
Customer Match is Google's equivalent of Facebook Custom Audiences, using email addresses to target PPC ads and display ads across Gmail and YouTube.
You can read the Google announcement here for a quick summary. But, what will Customer Match mean for marketers?
So you already have your content. Hopefully it was well researched and will have an amazing effect on your audience when they see it.
But you aren’t happy just to wait for some magical social or viral result though, you want to give it a push, get it out there and see results now.
Working out where to best spend your next pound of budget is a question that marketers have been trying to answer for years.
Companies want to get the biggest bang for their buck and one way of doing this is to look at the more advanced metric of marginal ROI.