Chivas Regal’s data-driven influencer-led campaign drives 25% sales uplift
The whisky brand worked with Thyga on a test-and-learn advertising strategy which optimised reach and engagement more cost effectively in the UK
The Rise of Retail Media Networks
This special edition of Digital Transformation Monthly looks at the rise of retail media networks and the conditions that have led to their growing appeal, featuring key stories from individual retailers.
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 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?
Retail Trends and Media – Digital Shift Q2 2022
This chapter explores the latest news in retail and media, with further developments in q-commerce and a bevy of innovations in social commerce from Instagram, Twitter and TikTok. The chapter also looks at the emergence of retail media, including Amazon’s recent declaration of its 2021 advertising revenue.
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.
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.