Following years of delays to its proposed deprecation timeline for third-party cookies, on Monday Google made the startling announcement that it would not be phasing out 3P cookies in Chrome after all. Does this U-turn mean that marketers should change course?
An annual snapshot of attitudes towards prioritising and measuring marketing effectiveness, Marketing Week and Kantar’s ‘The Language of Effectiveness 2024’, shows a distinct surge in interest towards econometrics at a time when marketers are anticipating signal loss from 3P cookies.
A five-week industry testing period recently concluded for Google’s Privacy Sandbox initiative, during which Google announced that it would be pushing back the deprecation of third-party cookies for a third time. What are the current concerns from industry bodies and regulators, and what does it all mean for advertisers?
EVP Chief Digital Officer Arianne Parisi discusses the retailer’s partnership with search solution Algolia and its ongoing “customer-centric transformation” through composable commerce.
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 […]
We asked some SEO and performance experts what marketers should do, if anything, to adapt to AI overviews across organic and paid search.
Web analytics provide advertisers with the means to analyse customer behaviour and draw deep insights into usability and customer experience, which can then be applied to paid search tactics. This chapter considers the free and paid available tools and how to use them effectively, also looking at attribution modelling and reporting on paid search performance. […]
Audience targeting presents a huge opportunity for paid search and brings it in line with other digital marketing activities, such as programmatic, which are purely focused on targeting a specific audience. However, it does bring with it an added layer of complexity. Handled incorrectly, marketers could end up narrowing the audience to an extreme level, […]
Being able to track the performance of campaigns against objectives and key performance indicators (KPIs) is a crucial part of paid search marketing, as it allows advertisers to see where improvements can be made and gain valuable insights that can be used to inform strategy going forward. This chapter looks at approaches to tracking granularity, […]
Advertisers will be able to analyse and report to varying degrees of granularity depending on their systems’ level of sophistication. For example, a more sophisticated solution will allow advertisers to report the return on investment (ROI) from campaigns and even the lifetime value of an average customer. A solid understanding of the metrics used to […]
Campaign tracking is the process of measuring performance metrics from digital activity, which enables smarter optimisation actions and allows advertisers to improve results moving forward. This chapter provides an overview of campaign tracking, its purpose and its benefits. Campaign tracking sophistication is covered in Chapter 7, and campaign tracking approaches and implementation are covered in […]