PPC

How weather-based bidding can help travel brands increase bookings

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.

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Four Google Adwords scripts that retailers can use to supercharge their summer sales

With the summer sales fast approaching it’s time to start gearing up in Google Ads.

In this post I’m going to share with you four great Adwords scripts that will help you increase conversion rates and make sure you’re responding to external factors that affect if a sale will take place, like weather conditions and if your TV ads are being shown at the same time users are searching for your brand online.

Five expert tactics to improve PPC campaign performance

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?

Google Shopping clicks for 20% cheaper in the EU: this is not a drill

Do you remember all that fuss about Google Shopping being anti-competitive?

For those of you who don’t, roughly a year ago the European Commission fined Google €2.4bn for favouring its own shopping comparison service ahead of competitors, and asked it to find a way of levelling the playing field. 

12 months later, and we have Google’s answer. And it’s great news for advertisers!

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Demand-based bidding: A smarter way to run PPC campaigns

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.

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Can AI really be better at PPC than humans?

It’s no secret that AI and machine learning is topical right now in the PPC world with several large agencies bringing out their own AI and machine learning tools, with some even promising that they outperform humans.

In fact it is becoming commonplace for agencies to claim that they are driven by AI, but in reality this is very often not the case.