Posts tagged with Ad Words

google logo

What does the rollout of Google cross-device conversions mean for marketers?

Cross-device conversions can now be reported at keyword-level in Google's search, display and shopping ad products.

This means advertisers can optimise for cross-device conversions within their automated bid strategies, for example looking at cost per acquisiton (CPA) across mobile, tablet and desktop.

What does this mean in the context of other recent Google product updates?

0 comments
google logo

What could the Google-Yahoo AdSense partnership mean for marketers?

You may have seen the news that Google plans to provide web search results and search ads for an unspecified number of Yahoo user queries. 

See the SEC filing here. So, what does that mean for marketers?

0 comments

A super accessible beginner’s guide to programmatic buying and RTB

In conjunction with our Get With The Programmatic conference taking place on 29 September, here’s a revised and updated beginner’s guide to all things programmatic.

2 comments
image courtesy of https://www.flickr.com/photos/martingautron/ under Flickr Creative Commons

A dictionary of SEO words, terms and phrases

Jargon sucks

But there’s so much of it about, especially in our industry.

Whether it’s a buzzword, an abbreviation, a portmanteau, a re-appropriated term stolen from another industry or a good old-fashioned acronym, sometimes even a rudimentary search on Google can’t help cut through the crap.

Within the world of digital marketing, there are few areas with as many complicated and obscure terms as SEO.

Here I’ll be presenting a dictionary of as many SEO terms as I feel are relevant and important to a digital marketers’ understanding of this most vital of skills.

I originally wrote this guide last year and it has become somewhat out of date now, so this is a revised and updated version of that previously published post. 

2 comments

Google reveals cross-device conversion stats

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.

2 comments

Seven Google Analytics tips for beginners

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.

12 comments

How to make the most of Adwords labels

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.

1 comment

26 clever ways to get more phone leads with PPC/CRO: part two

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.

2 comments

26 clever ways to get more phone leads with PPC/CRO: part one

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.

3 comments

Google AdWords new metric helps measure in-store conversion

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. 

5 comments

Christmas toys: from PPC results to landing pages

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. 

0 comments

An AdWords script to reverse Google's new 'close variant' matching

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.

7 comments