Data from Econsultancy’s Digital Skills Index shows sectors such as Pharma and Manufacturing score lower on digital marketing and ecommerce proficiency, with investment in learning remaining a key element in transformation.
The UK is facing a “major digital skills gap” with the advent of generative AI, according to Paul O’Sullivan, UK & Ireland Chief Technology Officer at Salesforce and Head of the Salesforce UK AI Centre.
Being able to measure the performance and effectiveness of integrated marketing campaigns that combine paid search with other channels is essential for gaining an understanding of what worked, and what can be improved in future campaigns. This chapter looks at what measures to use and the toolkits, such as Google Analytics, that can help. Measuring […]
Companies run specific campaigns to generate awareness of new products, services and promotions, and drive sales, among many other reasons. These campaigns often use a mix of media channels, such as press, TV, and out-of-home (OOH) as well as digital display and social activity. Paid search should be integrated with all the other media channels […]
This chapter focuses on analysing the benefits and methods for integrating display and paid search advertising. These are two important marketing channels for creating new demand for products and services and subsequently converting that demand into sales and revenue. Traditionally, display advertising has played an essential role in generating new consumer demand (also known as […]
Video advertising can be an effective, eye-catching medium for building brand awareness when done properly. As more video content is consumed online, it makes sense that brands will want to follow suit with rich media video adverts promoting their brands. Unlike text ads in traditional paid search, video ads open up a whole new creative […]
As is the case in Search campaigns, there are advanced features advertisers can use to further refine and drive additional efficiency from activity on Shopping. This chapter looks at some of these features in detail. Remarketing lists Using the same technique as remarketing lists for search ads (RLSAs; see Chapter 9 of Econsultancy’s Guide to […]
This chapter covers the basics advertisers should implement to ensure Shopping campaigns have the best chance of success, before moving on to discuss Shopping campaign structures, the differing approach to Quality Score in Google Shopping, and relevant reporting metrics. While it focuses on Google Shopping campaigns, Microsoft Shopping boasts similar implementation practices. Shopping campaigns in […]
We asked some SEO and performance experts what marketers should do, if anything, to adapt to AI overviews across organic and paid search.
To make the most of retail media, brands are restructuring teams, changing their planning cycles, updating their approach to measurement, and reassessing how they target shoppers.
SEOs have a wide variety of tools available to them for drawing insights about website performance. This chapter provides a list of the most commonly used analytics tools. It does not give a comparison of the tools, or recommendations of which ones to use, as the right tools will depend on the needs of the […]
What is the optimal design and content for a new landing page? How can a marketer guarantee that it has the best copy for its products to delight visitors and persuade them to convert? Testing is a proven technique for learning how to optimise web content and pages to improve KPI performance. This chapter outlines […]