Paid Search Basics Best Practice Guide
Part of Econsultancy’s Paid Search Best Practice Bundle, this report covers the basics of paid search including the latest developments in the space as well as the main challenges and opportunities.
How Farfetch and Uswitch use data and automation to reach customers at the most relevant moment
The crux of good advertising, when you boil it right down, is about reaching customers with the right message at the right moment in time. Of course, actually doing this is a lot easier said than done. However, in our ever-more-online world, we have more insight into where our customers are in their journey, how […]
Five expert PPC strategies to maximise campaign performance
Henry Carless, PPC and Data Science Specialist at search agency Vertical Leap, shares some advice for optimising PPC campaigns.
PPC: A glossary of terms
As a companion to the Paid Search Best Practice Guide, we present this glossary of terms, which aims to demystify some of the most commonly used terms in PPC while illustrating how the fundamentals fit together.
Google Shopping (Paid Search) Best Practice Guide
A best practice guide showing how campaigns on Google Shopping should be set up and optimised for maximum returns. Part of Econsultancy’s Paid Search Best Practice Guide.
PPC: When automation may not be the best option for retailers
Advertising platforms are offering more automation tools. However, it is important to look at the bigger picture and not always view channels in isolation. There are several key examples when automation may not be the best solution for retailers using paid search.
Successful PPC landing pages: a beginner’s guide
This is an excerpt taken from Econsultancy’s Paid Search Optimisation Best Practice Guide.
How hotels can find opportunity in search & UX during the Covid-19 crisis
Should your hotel maintain, slow or pause paid advertising activity? What other opportunities are there during the Covid-19 crisis?
Budgeting strategy for paid search: a beginner’s guide
Google’s monetising of the search space has been continuing apace in recent years – more of the search is now assigned to PPC, with up to four paid ads (and a knowledge graph) above the organic search results.
Setting Up Paid Search Best Practice Guide
A best practice guide helping marketers lay the foundations for successful paid search campaigns, covering practical advice on how to work with changes from Google Ads, using the variety of ad formats available, audience targeting, local search, Microsoft Ads, testing creative and the tracking of paid search campaigns.