Ten retailers who got PPC right on Black Friday (and six who didn’t)
Despite many commentators discussing its demise, Black Friday continues to be one of the most important days in the retail calendar.
PPC: How to work out what variant matching is costing you (& get round it)
Google’s dilution of exact match has led to outrage in the industry with practitioners even setting up a change.org petition asking Google to reverse these changes! Most people however, have moved on without quantifying the size of the problem this caused for advertisers.
What is paid search (PPC) and why do you need it?
Paid search marketing is known in the marketing and advertising industry by many different names (and abbreviations). Search engine marketing (SEM, which can include SEO), pay-per-click (PPC), search engine advertising, sponsored listings… the list goes on. And that’s before you start to involve the names of specific advertising programmes and ad types, such as Google […]
PPC advertising: How retailers can dominate Black Friday in 2018
Black Friday is still the busiest day for retailers with more than 137 million people in the US going out shopping over the four-day weekend, representing more than a third of the total population and a total spend of $717.5 billion.
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The future of paid voice search: How voice could be monetised
Earlier this week, I was honoured to speak at the excellent Google Firestarters event series dedicated to performance marketing.
Why paying your PPC agency on a CPA model just doesn’t work in the fashion sector
There has always been debate over which agency pricing model is best to incentivise your agency towards the same goals that you have been set by management. In this article specifically we’re going to look at the model of charging clients based on performance, also known as the CPA (cost per acquisition) model.
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What are dynamic landing pages and why should you use them?
Most people are used to seeing ads pop up based on their browsing behaviour or previous search history. Had a little browse for cosy jumpers on ASOS recently? Oh look: an ad for even MORE cosy jumpers. Standard.
Search Engine Marketing: PPC Reporting – Digital Marketing Template Files
Core, customisable templates to help you report and analyse your paid search (PPC) campaigns. This is included as part of Econsultancy’s Digital Marketing Template Files bundle.
Search Engine Marketing: PPC Planning and Buying Digital Marketing Template Files
A selection of key documents to help guide you through assessing or starting a paid search (PPC) campaign. All templates are easily adaptable and are included as part of a wider digital marketing pack.
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.
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.
How to make the most of Google Shopping’s reduced CPCs
Google’s new Comparison Shopping Partners mean retailers can get a 20% reduction in cost per click through their Product Listing Ads.
But what strategy should retailers employ?