Posts in PPC

ian hyde

A day in the life of... a head of paid media at a digital marketing agency

Ian Hyde is head of paid media at Ayima. But what does a head of paid media do?

Here's Hyde to tell us more...

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ppc

If PPC is a line item on your media plan, you're not very good at it

Biddable media is not the same as traditional media. You do not do deals, buy it upfront and report on the results later.

In AdWords, for example, you bid on trillions of different data points in a live auction.

So why do I keep seeing PPC as a line on the media plan? It’s a nonsense that weeds out the amateurs.

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Restoration Hardware bid on 3,200 keywords, found 98% of its PPC sales came from just 22 brand terms

For years, many marketers have spent a lot of time and money trying to find the perfect keywords for their paid search campaigns.

In some cases, marketers are bidding on thousands of keywords. But could it be for naught?

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fb

Facebook adds value optimization to ad bidding & Lookalike Audiences

By some estimates, upwards of 85 cents of every new dollar spent on digital ads today is going to Google or Facebook.

That's not just a result of the fact that both companies have massive audiences, but also a result of the fact that both companies continue to offer marketers more and more options for targeting those audiences.

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baidu brandzone

Tackling branded paid search in complex APAC markets

Local technology and expertise is the key to biddable media success in the APAC region.

I recently spoke to Hannes Ben, Chief International Officer at independent agency Forward3D, about the skills needed in APAC and the idiosyncracies of branded paid search.

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testimonial

Dodgy testimonials might get your agency's AdWords account suspended

Marketing agencies and martech providers need to be careful with product or service testimonials on their website landing pages.

If these businesses don't exercise caution, Google may suspend their AdWords account.

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local search

What do inventory ads in local search mean for retail?

Google's local inventory ads have been available since 2015.

They are essentially Google Shopping Ads, in the search carousel, that show products stocked in nearby stores.

Clicking on an ad, users can view the product then visit the store website and, from mid 2016, have also been alerted to a click-and-collect option within the ad format.

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A day in the life of... a Chief Media Officer

Alistair Dent is Chief Media Officer at iCrossing.

Ever wondered what such an agency role entails? We asked Alistair exactly that.

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Are long tail keywords still important for PPC in 2017? A data-backed answer.

Long tail keywords are widely considered to be fundamental to search marketing success due to the low-cost traffic that they generate, however should this still be the case in 2017?

This article is going to analyze data from case studies conducted by Clicteq and PPC Hero that suggests that long tail keywords are now almost obsolete when it comes to AdWords.

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What marketers need to know about Pinterest's new search ads

Pinterest has proven to be a revenue-driver for retailers, and for that reason, it has been made an important part of digital marketing strategy for many brands, including ASOS and Made.com.

Now, marketers will have even more opportunities to reach consumers on Pinterest thanks to the launch of search ads on the popular service.

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How fashion retailers can use search trend data to inform marketing & product strategy

Search trend data is a valuable asset for fashion brands.

Not only does it help marketers target customers at the right time, but it can also support offline efforts to optimise the entire user journey.

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It’s the little things: Google advancements in 2016

Fancy hardware and ‘moonshots’ are all very well but it’s the seemingly small innovations that Google makes to its search results which are really exciting.

2016 has seen lots, especially on the mobile side, and this is a look at the impact of some of the tiny yet mighty updates Google has made this year. 

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