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In today's multi-device world, it's all but logical that campaigns delivered to a consumer on one device might influence a purchase made on another device.
The challenge for marketers is in tracking those cross-device conversions.
Even the smallest of organisations are using web analytics to improve their business, and Google Analytics is one of the most popular tools available today.
Google Analytics might be free, but it's a robust tool that can meet the needs of many businesses large and small.
So where should beginners start? Here are seven tips.
A little used Adwords feature can be an invaluable aid to analysing performance.
When taking over new accounts, one of the features I see used least are the Labels. On the one hand, this is understandable since they don't actually 'do' anything, but this is likely the very reason that such a handy feature is often overlooked.
Multiple tests and research have shown that phone leads have the highest closing rate.
I'm here to show you how you get more of them.
Which type of business lead do you close the best? Is it a phone lead or a form lead? Maybe an online chat or a list of leads you've bought?
Research has shown that phone leads have the highest chance of closing and I'm here to help you get more of them.
More than ever, customers are using a variety of ways to interact with your business offline or online.
This multichannel connectivity means it’s difficult to measure the impact of one particular marketing effort on a conversion, particularly if that conversion happens offline.
Although this may just seem like a topical festive themed post, the lessons here are applicable all year round.
I just thought why not use 2014’s biggest toys as a control group, then I can do some sneaky Christmas shopping at the same time.
Transparency! It’s what we stand for here at Econsultancy.
AdWords is ending exact match. Here's a script to stop 'close variant matching' and keep exact match...exact.
Every so often, Google announces a change to AdWords that has significant consequences for account management.
Last year the big shift was the introduction of Enhanced Campaigns, the main element of which was the merging of desktop and tablet targeting settings and the loss of the ability to exclusively target mobile devices.
Now we’re on the cusp of Google’s latest alteration going live: the removal of strict exact keyword matching.
Did Google make £3.768bn from users who had no idea they were being advertised to?
Here's a study of 2,000 people where we try to find the answer to that question & more.
You may remember two studies which found that 40% of people did not understand that Google ads were ads in 2013, and that 36% still don't understand this in 2014.
These were researcher-led user tests, of around 100 people each, led by Bunnyfoot.
During the tests, at the end of a scenario based around a Google search, users were asked the question "Recall any ads?".
Welcome back to our Intro to AdWords scripts series where we're training you to automate your account management using scripts.
Landing pages with broken URLs can wreak havoc in your AdWords account.
Whether the links have moved or were inputted incorrectly from the start, the outcome is the same: you’re paying for dead-end clicks.
This week’s article will be an introduction to automated destination URL checking in your AdWords account.
We’ll go through a basic URL checking script and explain what’s going on, line by line.
Once known as Google Product Search and way before that known also as Froogle (which in terms of puns isn’t the most fitting, surely nobody involved wants you to be economical with your cash), now simply Google Shopping, this is a service that lets consumers search for products and compare prices through Google Search.
Previously I had assumed that consumer products appeared on SERPS through an ecommerce site’s own specific markup or through the relative strength of the Google algorithm.
This is no longer necessarily true. Since Google Product Search transformed into Google Shopping, ecommerce sites now have to pay to have their products appear in these listings.
Google Shopping is not a place for organic listings, it’s a place for search marketers and advertisers to exploit. In some respects this is great, especially if you’re a small business with a significant enough budget to go up against the bigger brands. There’s theoretically much less competition now.
Last year, we published the results of user tests which found that 41% of users were unaware of the distinction between paid ads and organic listings.
Well, thanks to UX firm Bunnyfoot, we have an updated version of the test, which finds similar results.
This time, 36% of people tested still do not realise that Google Adwords are ads.
Furthermore, about a quarter of people don’t know that Google had any advertising at all. And this despite the yellow text box proclaiming 'ads'.