Being able to measure the performance and effectiveness of integrated marketing campaigns that combine paid search with other channels is essential for gaining an understanding of what worked, and what can be improved in future campaigns. This chapter looks at what measures to use and the toolkits, such as Google Analytics, that can help. Measuring […]
Companies run specific campaigns to generate awareness of new products, services and promotions, and drive sales, among many other reasons. These campaigns often use a mix of media channels, such as press, TV, and out-of-home (OOH) as well as digital display and social activity. Paid search should be integrated with all the other media channels […]
This chapter focuses on analysing the benefits and methods for integrating display and paid search advertising. These are two important marketing channels for creating new demand for products and services and subsequently converting that demand into sales and revenue. Traditionally, display advertising has played an essential role in generating new consumer demand (also known as […]
Search engine optimisation (SEO) and paid search, or pay-per-click (PPC) marketing are natural partners in search marketing. Both channels have different strengths and weaknesses, and creating an integrated search marketing strategy in which one channel complements and supports the other can bring huge benefits to the business and help achieve business objectives. This chapter looks […]
Video advertising can be an effective, eye-catching medium for building brand awareness when done properly. As more video content is consumed online, it makes sense that brands will want to follow suit with rich media video adverts promoting their brands. Unlike text ads in traditional paid search, video ads open up a whole new creative […]
Shopping campaigns operate on the same cost-per-click (CPC) model as their Search ad counterparts. The main difference between the ad types is that Shopping ads provide an image and price of each product, making these results highly appealing to consumers. Advertisers are only eligible to run Shopping campaigns if a consumer is able to purchase […]
A website audit is an analysis of the known factors that can affect a website’s visibility across various search engines. This chapter outlines how search marketers can carry out website audits as well as the factors they should examine in their audit. What is auditing? An audit will look at a variety of measurements, including […]
After deciding what kind of landing page to create to continue the user journey, it is time to devise a conversion strategy. This chapter outlines what search marketers should consider when creating a landing page geared to drive conversions. Setting objectives Setting the objectives for the brand’s landing pages, and site in general, are the […]
As noted in SEO Guidelines and Compliance, a Google ‘penalty’ describes a negative effect on a website’s search ranking. This chapter looks at the difference between algorithmic penalties and ‘true’, manual penalties, which although are more transparent, can take years to recover from. It also looks at the actions search marketers can take to recover […]
There are search engine rules, as well as legal regulations, that govern all accessible internet content. All activities that happen on the internet are governed by these rules and regulations. Non-adherence to search engine rules can result in reduced visibility, while violation of the regulations can result in hefty fines and even imprisonment. This chapter […]
SERP, which stands for ‘search engine results page’, is a key term used extensively by SEO practitioners. It is important to understand how a search results page is constructed and how the results are displayed, as well as the difference between organic and paid listings. This chapter looks at the different components and content types […]
Web analytics provide advertisers with the means to analyse customer behaviour and draw deep insights into usability and customer experience, which can then be applied to paid search tactics. This chapter considers the free and paid available tools and how to use them effectively, also looking at attribution modelling and reporting on paid search performance. […]