The effect of weather on purchasing decisions can be significant, especially in the travel sector, where travel companies see sales for overseas holidays soar when the weather here in the UK is poor.
Reacting to these changes in supply and demand in real time is key to maximising profitability and ensuring visibility in high conversion periods.
Ad fraud, in all of its many forms, is one of the biggest threats to the digital ad industry – and perhaps its biggest.
By the most pessimistic of estimates, advertisers are losing upwards of a third of their digital ad spend to fraud despite the fact that all the major players in the industry have been trying to stamp it out for years.
You’ve got a great structure, continually improving ads through A/B testing, running RLSAs (Remarketing Lists for Search Ads) and using all forms of extensions and bid segment, so what next?
How do you eke out some extra performance from your PPC campaign?
Most bidding in AdWords involves looking retrospectively at performance data and making bid changes to optimise towards a certain target.
But this approach seems a little backwards when you consider that it completely ignores changes in trading conditions that affect demand for products and services that are happening in real time.
For years, many marketers have spent a lot of time and money trying to find the perfect keywords for their paid search campaigns.
In some cases, marketers are bidding on thousands of keywords. But could it be for naught?
Google is changing so often these days that many marketers struggle to keep up-to-date.
Just looking at all of the Google algorithm updates is enough to give anyone a headache.
Despite the fact that it has been a priority for years, attribution remains one of many marketers’ biggest challenges.
Now, Google is trying to change that with the unveiling of a new attribution offering called Google Attribution.
New expanded text ads came out as part of Google’s latest changes in summer 2016 and will replace the old text format by January 31, 2017.
The new ad format has given advertisers another 35 characters to display their offer in the headline and has increased the description from two lines of 35 characters to one line of 80 characters, giving advertisers more space to display their features, benefits and calls to action.
With Google unleashing several new Adwords features in the first half of 2016, advertisers should take this as an opportunity to maximise their paid search campaigns.
Here’s how…
Here’s a new feature for Fridays, a concise roundup of the most interesting digital stories of the week.
Some you may have already read about, others will have passed you by.
N.B. Cats are included.
Google announced a tranche of changes to its ad products yesterday.
Whilst there were no massive surprises (updates were in line with recent tests seen in the wild), there’s still work for marketers to do to understand their impact.
Here’s a summary of things to look out for in the coming weeks and months.
When Google decided to kill right-hand PPC ads, many speculated that the change would be a net negative for paid search marketers.
A minority even suggested that there would be drastic effects, such as significantly higher CPCs for competitive keywords.
So how have campaigns been faring since Google implemented the change?