A guide to the latest trends, developments and statistics in ecommerce, providing a snapshot of what is happening right now. This quarter’s edition includes Walmart’s AI gains, shoppable red carpets and the targeting of import loopholes.
In addition to the quality of creative and ability to understand its value, there are other key drivers that can help to influence campaign effectiveness. This chapter evaluates the importance of targeting approaches and how marketers can navigate targeting without having to rely on third-party cookies as access to them continues to decline. Targeting and […]
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 […]
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 […]
This chapter covers the basics advertisers should implement to ensure Shopping campaigns have the best chance of success, before moving on to discuss Shopping campaign structures, the differing approach to Quality Score in Google Shopping, and relevant reporting metrics. While it focuses on Google Shopping campaigns, Microsoft Shopping boasts similar implementation practices. Shopping campaigns in […]
The purpose of analysis is to give context to the data being collected. Analysis requires a mix of skills and disciplines and requires care and attention. It is about compiling all relevant sources of data, interrogating them and piecing together the jigsaw to translate the raw information into genuine insights. This chapter outlines how to […]
This guide cannot cover everything that is needed to optimise every possible landing page for every possible strategic outcome. Getting the maximum value from traffic is likely to be cost- and time-prohibitive, even for the largest businesses. However, by following the principles covered in the guide and examining the webpages that deliver the most volume […]
After working out the type of user through a set of characteristics (see Landing Page Measurement and Analysis), the next step is to understand the metrics for user behaviour within the landing page itself. This chapter outlines the different metrics search marketers can use, as well as third-party tools, to better understand user behaviour. Metrics […]
Before embarking on a landing page optimisation strategy, it is important to understand the factors that affect its performance as well as the brand’s objectives. This chapter outlines the steps search marketers can take to measure current landing page performance as well as the changes they can make to improve conversion rates. What is a […]
