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.
Paid Search Best Practice Guide
Econsultancy’s refreshed and updated series of Paid Search Best Practice guides covers everything you need to know about the complex, though potentially very lucrative, area of paid search advertising.
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.
Video Advertising (Paid Search)
Best practice guidance for advertisers looking to utilise video ads for both brand building and commercial success. Covering ad formats, video-specific metrics and audience targeting alongside real world examples, this report will help marketers create effective video advertising campaigns.
International and Multilingual Paid Search Best Practice Guide
A report helping marketers explore opportunities for expansion across a range of countries and languages, covering what factors to consider when launching a PPC campaign in a new international market.
Marketing Campaign Integration Strategy (Paid Search)
A best practice guide helping marketers test and improve all elements of PPC to stay ahead of the competition and ensure relevance with customers on search. It discusses different bid strategies, ad extensions, how to test messaging and creative, landing page optimisation and how to integrate mobile search into any PPC campaign.
Planning and Strategy for Paid Search
A best practice guide offering step-by-step advice to ensure paid search campaigns are best placed to succeed. From defining budgets, business goals, channels, resourcing and targets, this guide is a useful tool for anyone involved in building or delivering a strategy for paid search.
Paid Search Optimisation Best Practice Guide
A best practice guide helping marketers test and improve all elements of PPC, covering the strengths and weaknesses of different bid strategies, ad extensions, how to test messaging and creative, landing page optimisation and how to integrate mobile search into any PPC campaign.
Paid Search Basics Best Practice Guide
This best practice guide serves as an introduction to the role of paid search in the digital marketing mix, covering how to write a successful paid search ad along with the basics of keyword strategy and campaign management. It also covers the latest developments from the search engines.
2 Min
Search Marketing Fundamentals
What search marketing is and how paid and organic search aid visibility.
2 Min
SEO: Off-Site Optimisation
Key good practice insights for external link building and management.
2 Min
SEO: On-Site Optimisation
Discover which factors and on-site capabilities determine where you rank.
2 Min
Keyword Strategy
How to approach keyword analysis and the impact of different types of keywords on CPC.
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4 Min
Getting to Grips with Voice Search
Learn how shoppers are using voice and what this means to marketers.
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4 Min
Measurement and Reporting for PPC
Learn some of the key ways to track and measure PPC performance.
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4 Min
Measurement and Reporting for SEO
Learn some of the key ways to track and measure SEO performance aligned with business goals.
24 Min
Search Engine Marketing: SEO
An introduction to SEO: why it’s important and how it works. Learn about the key principles of SEO and be introduced to on-page and off-page activity, along with keyword research and how to apply it.
30 Min
Search Engine Marketing: PPC
Gain an understanding of Paid Search and PPC, how it works, and how it differs from SEO. Learn about the auction model and how this affects costs, along with keywords, key phrases and targeting options.
24 Min
Advertising
An overview of digital advertising, how it works and how to align it to your customer journey. The various buying and targeting options; the technology and key enablers, and native advertising.
2 Min
Targeting in Display
How sophisticated tracking techniques are giving marketers better ways to target consumers.
2 Min
Programmatic Essentials
Understand what programmatic means and the key terminology for marketers.
2 Min
Display Creative and Video Advertising
How the video advertising market provides new targeting and content opportunities.
2 Min
Native and Paid Social Advertising
The key types, how they appear to users, and the rich data targeting capabilities.
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30 Min
Integrated marketing communications
Learn how to actively get your message in front of the right people through all forms of paid, earned, owned and shared activity; and how technology is accelerating opportunity.
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.
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.
