Five expert PPC strategies to maximise campaign performance
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.
How performance marketing managers can avoid extinction in an automated age
We’re in an era of great change within the performance marketing landscape as more and more of what a performance marketing manager would do on a day-to-day basis is becoming more automated by Google and Facebook.
How to deal with Facebook’s view-through conversions when aggregating data from multiple platforms
With some of our clients seeing as much as two times the revenue in the Facebook Ads interface as Google Analytics for the same campaigns, you could come to the conclusion that Facebook is overstating conversions for their channel. But are they?
CLV is a key success metric for leading performance marketing agencies
What sets leading performance agencies apart from the mainstream?
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.
24 Min
Advertising
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.
2 Min
Targeting in Display
How sophisticated tracking techniques are giving marketers better ways to target consumers.
2 Min
Programmatic Essentials
Understand what programmatic means and the key terminology for marketers.
2 Min
Display Creative and Video Advertising
How the video advertising market provides new targeting and content opportunities.
2 Min
Native and Paid Social Advertising
The key types, how they appear to users, and the rich data targeting capabilities.
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4 Min
Programmatic Optimisation
10 tips for success in optimising programmatic media.
30 Min
Integrated marketing communications
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.
How much of your media budget should you spend on paid search? A data-backed answer.
Working out how much of your overall media budget should be allocated to paid search requires an understanding of three key areas.
A simple solution to improve paid search lead quality: importing offline conversions
One of the most common questions that I get asked is “How can I generate better quality leads from my Google Ads Campaigns?”
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Should you bid on your competitors’ brand terms? A simple test for PPC
In the last couple of weeks the competitor and brand bidding debate has once again reared its ugly head when Basecamp.com ran this controversial ad below.
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How to combat rising CPCs in competitive paid search markets: Maximising click value
When most people talk about improving paid search performance they talk about tactics like using single keyword ad groups, but in the most competitive markets everyone is using advanced paid search tactics. So how do you get ahead?
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.
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Seven steps to plan & manage your affiliate marketing campaigns
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 […]
A complete guide to partnership marketing: Part one
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, […]
A complete guide to partnership marketing: Part two
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 […]