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.
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.
Retail Media Best Practice Guide
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.
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.
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.