This chapter considers ad positioning in the search engine results pages (SERPs), the practicalities of implementing an approach that gives the brand the best chance of appearing in a plum position and to what extent top positions can realistically be targeted through various strategies. Considerations for ad positioning With the shift towards Impressions (Top)% and […]
Paid search planning sessions often start with the question: “What keywords should I target?” However, this is not the best way to approach paid search investment. Focusing on keywords first risks misaligning the organisation’s paid search programme and alienating it from overall business goals. The preferred question is: “How can paid search support my business […]
There are a number of challenges to address in order to achieve success in paid search, but there are also plenty of opportunities. This chapter offers techniques for overcoming the obstacles and making the most of the paid search channel. The big challenge The customer journey is more complex than ever. Consumers have myriad choices […]
Paid search marketing is one of the most dynamic areas of digital marketing, as the main search networks must continuously refine their services to provide a better service and experience for advertisers and, perhaps more importantly, increase their revenue per search. One of the best resources for staying abreast of the latest changes to Google […]
FMCG goods like cereal, nappies, chocolate, tea, and even water are staples of our everyday shopping – but they might not seem like the most eye-catching products to promote on social media. Amid users’ bustling feeds, and with only seconds’ worth of video or a few lines of text to play with, how can FMCG […]
AI may offer the prospect of less grunt work, but it will require new capabilities, including knowledge of IP law, data literacy and the resilience to navigate change, say leading marketers from Brown-Forman, Lego and Nomad Foods.
AI has the potential to take an organisation from the “middle of the pack to best in class”, but marketers need “real discipline” when deciding how to use it, according to leaders from Brown-Forman, Lego and Nomad Foods.
“The more we have smart automation doing some of the job, the more important it is that we are critical thinkers,” says Econsultancy SVP Learning, Stefan Tornquist.
In its first earnings call as a publicly-traded company, Reddit detailed its growth from organic search traffic. But can Reddit manage to have its cake – trade on its reputation for unvarnished authenticity – and eat it – license its content to train the very AI models it wants to stand apart from?
As Tesco Clubcard is about to turn 30, the retailer has announced a new addition to its scheme: gamified, personalised loyalty challenges. EagleAI, the firm partnering with Tesco to create Clubcard Challenges, explains how AI makes personalised loyalty possible.
The latest trends, developments and statistics in social media. Stories this quarter include TikTok’s potential US ban, new AI assistant features from Meta and Snap, and the ways in which the platforms are supporting their influential users, in what has been termed ‘the creator era’.
The EMEA VP of display, video, audio at the supply side platform tells us about her favourite ads, and describes the deprecation of third-party cookies as “as close to [a comprehensive reset] as we’ve seen in programmatic… since the introduction of header bidding.”