Henry Carless, PPC and Data Science Specialist at search agency Vertical Leap, shares some advice for optimising PPC campaigns.
A Marketer’s Guide to Price Comparison Websites
PCWs such as uSwitch, Confused.com, MoneySuperMarket and GoCompare are an important part of the marketing mix, providing direct digital sales and contributing to other sources. It is a growing market that continues to evolve as technology advances, data is shared, consumers are increasingly empowered with intelligence and brands strive for deeper customer engagement.
This report looks at the growth in PCWs, the role they play in a brand’s marketing mix (including both challenges and opportunities), how best to manage such an affiliate relationship, how it has an impact on the customer relationship and what the future of this channel holds.
Paid Search Best Practice Guide
Econsultancy’s refreshed and updated series of Paid Search Best Practice guides covers everything you need to know about the complex, though potentially very lucrative, area of paid search advertising.
The guides have been created to help beginners and experts alike plan, create, launch and optimise paid search campaigns and maximise their return on investment.
A day in the life of… Performance Marketing Manager at Jojo Maman Bébé
Emily Palgrave-Davies is Performance Marketing Manager, driving traffic to all that cute clothing. She gives us some great insight into working with biddable media on the client side.
Social Media Advertising Best Practice Guide
This updated edition of Econsultancy’s Social Media Advertising Best Practice Guide provides an overview of the major social media channels and the most pressing considerations for marketers looking to generate the most value from social media advertising.
The guide provides a summary of the main self-serve advertising options on these channels, including TikTok, and outlines some of the premium options available to marketers when developing a strategic approach to social media marketing and communications.
Digital Advertising – Microlearning
An overview of digital advertising, how it works and how to align it to your customer journey. The various buying and targeting options; the technology and key enablers, and native advertising.
How sophisticated tracking techniques are giving marketers better ways to target consumers.
Understand what programmatic means and the key terminology for marketers.
How the video advertising market provides new targeting and content opportunities.
The key types, how they appear to users, and the rich data targeting capabilities.
10 tips for success in optimising programmatic media.
Learn how to actively get your message in front of the right people through all forms of paid, earned, owned and shared activity; and how technology is accelerating opportunity.
Paid Search - Microlearning
In this 30 minute module gain an understanding of Paid Search and PPC, how it works, and how it differs from SEO. We also introduce you to the auction model and how this affects costs, along with keywords, key phrases and your targeting options. Plus, learn about what a Quality Score is and why it matters.
Optimising Programmatic Campaigns
This report has been designed to help marketers build an understanding of programmatic and to offer best practice guidance for programmatic buying.
Video Advertising Best Practice Guide
Video ads open up a whole new creative medium for marketers to communicate their message and promotions to potential consumers. This guide offers best practice guidance for advertisers looking to utilise this effective, visual medium for both brand building and commercial success.
Google Shopping Best Practice Guide
With Google Shopping now the go-to search ad type for retailers, this guide shows how campaigns on the platform should be set up and optimised for maximum returns. Traffic from Google Shopping ads often comes with higher purchase intent, and so any ecommerce business should consider it an essential part of its digital marketing strategy.
This guide covers product feed structure, differences in query matching vs. traditional search ads, the full variety of ad formats, local inventory ads and how to combine this with search to ensure in-depth keyword coverage.
The stat above is from the IAB OPM study (April 2017), which is one of several highlighted in my introduction to affiliate marketing, a tactic that not only delivers good ROI, but can be considerably better at driving ecommerce sales, subscriptions and other conversions than display ads. But not every affiliate marketing program will deliver the […]
It is fair to say that partnership marketing has been simply swept under the marketing rug. Read any marketing text book and you will find chapters on digital, social, strategy and branding, and amongst these you will notice the odd reference to brand synergies between two companies. However, search online and you will find articles, […]
Licensing Loyalty Product placement Shared stores Sponsorship So, on with our list of the 10 types of partnership marketing… 6. Licensing “Licensing is a business arrangement in which one company gives another company permission to manufacture its product using its brand image for an agreed payment or partnership.” There are two ways that a brand […]