How should search marketers respond to Google AI overviews?
We asked some SEO and performance experts what marketers should do, if anything, to adapt to AI overviews across organic and paid search.
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.
Retail media can help brands reach in-market customers near the point of sale. This guide looks in-depth at the retail media opportunity, with best practice advice on strategy, campaign execution and measurement.
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.
We asked some SEO and performance experts what marketers should do, if anything, to adapt to AI overviews across organic and paid search.
In recent years there has been a marked shift towards Google’s AI taking the reins from PPC marketers, leaving marketers with less manual control. How has this trend changed the game for paid search, and what does it mean for the role of a search marketer?
With Google laying the groundwork to phase out third-party cookies starting from mid-2024, we asked the experts about the impact on PPC and how search marketers can adapt.
The railway network provider partnered with Tribera for an organic social campaign with paid social and PR boosting that saw all 10,000 codes claimed on launch day, prompting a pivot in its strategy. West Midlands Railway | Tribera
The San Francisco Environment Department worked with Most Likely To on a campaign aimed at creating awareness and inspiring action among all San Franciscans, using positive messaging, UGC- style social video content and in-person engagement, all in three languages. San Francisco Climate Action Plan | Most Likely To
The drinks brand partnered with Digital Natives to elevate its brand image and address perception issues among younger consumers. YAZOO | Digital Natives
Experts from House of Performance and Oliver Agency tell Econsultancy how the balance shift from personalisation to privacy is impacting paid social and its measurement.
Paid social media strategies have continued to evolve in the past couple of years, reflecting a mix of technological advancements, shifting consumer behaviour, and the need to stand out in an increasingly crowded online space. But what is impacting the market now? From the continuation of a volatile digital ad market to new platform […]
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.
Non-endemic retail media will be one way in which the channel continues to grow. But can it undermine the shopper experience?
To make the most of retail media, brands are restructuring teams, changing their planning cycles, updating their approach to measurement, and reassessing how they target shoppers.
Advertisers are on a quest for incrementality in retail media. David Pollet, CEO at Incremental, talks to Econsultancy about measuring the return on this fast-growing form of ad targeting, including the limitations of legacy approaches and complexity at big brands.