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Google Shopping (Paid Search) Best Practice Guide

1. Introduction 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. In recent years, Google Shopping has continued to experience sustained growth and is […]

Artificial Intelligence and the Future of Marketing

Artificial Intelligence and the Future of Marketing

Foreword I’m writing this Foreword in April 2020. At the moment, that seems particularly pertinent, although, hopefully, in six months that will bear no relevance whatsoever and we’ll have moved on from this challenging situation. It’s worth taking a moment to reflect on the added importance this has placed on all of our digital channels […]

Setting Up Paid Search Best Practice Guide

1. Introduction A considerable amount of work should be assigned to the effective set up of paid search campaigns. Detailed keyword research and a well thought out account structure in place make ongoing optimisation, testing and analysis much more straightforward. Over the course of 2019, there were a number of developments across the paid search […]

Video Advertising (Paid Search)

1. Introduction 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 […]

International and Multilingual Paid Search Best Practice Guide

1. Introduction This report explores some of the worldwide opportunities for expansion across a range of territories and languages, before moving on to some of the practical considerations that must be kept in mind when planning to launch a PPC campaign in a new market. Although it is relatively straightforward to target new countries in […]

Marketing Campaign Integration Strategy (Paid Search)

1. Introduction A sound knowledge of how marketing channels are operated and optimised is vital for success in paid search. The level of dependency on paid search as a channel fluctuates from industry to industry and business to business. The most successful campaigns understand where paid search fits in the wider picture and how to […]

Planning and Strategy for Paid Search

1. Introduction Paid search has many different channels with a high degree of customisation. Before advertisers set their accounts up and start to structure their campaigns, it is essential that there is a proper plan and strategy in place. This is regardless of whether advertisers are working with an agency or managing the whole process […]

Paid Search Optimisation Best Practice Guide

1. Introduction The majority of a paid search practitioner’s time will be spent analysing and optimising performance of ads and campaigns. In a dynamic industry, where new features are constantly being released and the competitive marketplace changes daily, an efficient and robust optimisation strategy will help advertisers stay ahead of the curve and maintain relevance […]

Paid Search Basics Best Practice Guide

1. Introduction Google Ads, the primary platform for paid search, reported 78 new features on its announcement page in 2019 alone,[1] demonstrating the incredible pace of change in this space and the need to constantly stay informed about updates in paid search. Taking on board the latest developments, this report explores the basics of paid […]

Measuring Digital Marketing Effectiveness Best Practice Guide

1. Introduction In recent years, there have been industry changes in two major areas, technical and regulatory, which have both made an impact on the way marketers can, and should, measure digital marketing effectiveness. Technical industry changes Apple, Google and Mozilla, which each own very popular web browsers, have implemented technical changes to the way […]