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05 March 2013, London -- Econsultancy today announced the publication of its new best practice guide for paid search. The guide has been updated with the latest developments in paid search basics, including Google Enhanced Campaigns (changes to both bidding and budget management within Adwords cross platform) and aims to help organisations improve their results from digital marketing through improved planning and execution in both desktop and the increasingly important area of mobile search.

By the end of 2013, 25% of all paid search clicks will come from mobile devices* – with this number increasing month on month. This provides clear evidence of just how the paid search market is being affected by mobile devices.

The Econsultancy Paid Search Best Practice Guide breaks down differences between mobile and desktop paid search as well as offers practical good practice for mobile. The guide, consisting of over 300 pages and 100,000 words of advice, is packed with strategic recommendations and practical tips, which will help organisations of smaller size benchmark and improve a current approach or refocus campaigns for complex, international enterprise search.

Recent developments in the paid search space that the guide covers include:

-Yahoo! and Microsoft Search Alliance
-Enhancements to Universal Search
-Google encrypted search
-Google Knowledge Graph
-Google Shopping moves to a paid search model
-Changes to Google AdWords
-Detailed descriptions of how Google’s new
-‘Enhanced Campaigns’ affect advertisers

The guide was put together by James Gurd, Econsultancy contributor and owner of Digital Juggler.

Gurd said: “The mammoth task behind this report was to distil the myriad of tools, techniques and knowledge that are required to manage paid search marketing in to a central reference source that people can use to help them evolve their skill set.”

He added: “We partnered with some of the most experienced and well respected search marketing agencies who are specialists in paid search. Their teams are planning, building and optimising complex search campaigns every day, so they have a thorough understanding of the tools of the trade and are on top of the latest developments.”

Agencies and professionals contributing to the guide include:

-Starcom MediaVest Group
-Search Laboratory
-Net Media Planet
-The Digital House (i.e. Matt Whelan)
-Make It Rain
-DC Storm

Andrew Warren-Payne, Senior Research Analyst at Econsultancy said: “With paid search changing all the time, it is essential that those using this channel look for the best ways to maximise their return on investment. This guide will help both client-side and agency marketers to plan, create, run and optimise their paid search campaigns. ”

Get this guide:

The Paid Search Best Practice Guide is available for Econsultancy subscribers to download here:


For more information about this report, contact:
Ryan Sommer, Content Marketing Executive, Econsultancy
ryan.sommer AT econsultancy.com
+44 (0) 207 269 1450

About Econsultancy
Econsultancy helps clients achieve digital marketing and ecommerce excellence through access to intelligence and capabilities development resources. These include premium subscriptions, research, training and elearning, consulting and events. Founded in 1999 and with over 190,000 registered users worldwide, Econsultancy is a leading authority in its field. Every day, it enables clients to make better decisions, find the best suppliers, look smart in meetings and accelerate the growth of their organisations through digital.
Web: http://econsultancy.com
Twitter: http://twitter.com/econsultancy

*Source: http://www.marinsoftware.com/resources/whitepapers/2012-mobile-advertising-report

Published on: 3:00PM on 5th March 2013