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Posts tagged with Ppc

Google Shopping Campaigns

How to use Google Shopping Campaigns' most overlooked feature

Much has been written about the pros and cons of Google Shopping Campaigns, but are you missing out by not using the campaign priority setting? 

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Bing: the search marketer’s secret weapon

For the digital marketer, the most interesting event on this day in 2009, was the launch of Bing (not The Crazy Frog about to reach number one)!  

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Four key trends from our Integrated Search Briefing: Digital Cream 2015

As digital marketing has matured, integrated search has become even more important and wide ranging.

Integrated search has traditionally referred to a tactical and strategic balance between natural search (SEO) and paid search (PPC), but with the proliferation of multichannel behaviour and the use of mobile friendliness as a ranking signal, the term has become somewhat broader.

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More reasons why marketers must move to a mobile-first ad strategy

Mobile is driving major changes in how consumers research and buy across a wide range of industries.  

So for online marketers it is no longer enough to rely on responsive site design and a mobile app. You need to think mobile-first.

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How Boots can improve its customer journey from search to checkout

In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.

Much like previous investigations on UK retailers John Lewis and Halfords this explores the customer journey in a nutshell, looking at visibility, relevancy, ease-of-use and speed of experience.

Here we'll be taking a look at Boots, and making suggestions on how it can improve the customer experience and perhaps increase conversion.

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Customer journey from search to obtaining a quote: Legal and General

As I previously mentioned in a post on how insurance companies use search marketing, it’s a challenge for insurance companies to do well in search thanks to the popularity of comparison websites.

However with a solid SEO strategy and a focus on paid search marketing it is possible for financial services to direct traffic away from the comparison sites and lead searchers straight to their own door.

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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.

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Are these the three most important mobile PPC metrics?

Mobile and desktop paid search ads vary wildly in terms of the use case and the UX.

Fewer ads are displayed on the mobile screen and advertisers have less copy to work with.

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You can't do PPC if you can't code

PPC is complicated. 

There are dozens of interrelated on- and off-site metrics. There are hidden factors like Quality Score and competitor activity.

There are unquantifiable, fuzzy influences like user intent and ad quality. And everything varies by time, device, demographic and location.

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How insurance companies use search marketing: Aviva

With so much competition from online aggregators, search engine results pages (SERPs) are a difficult terrain to conquer for companies that are ironically often featured on those very comparison sites.

However with a successful paid search campaign along with a strong focus on SEO techniques, it is still possible to rank highly on the SERPs.

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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. 

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Customer journey from search to checkout: Christmas jumper special

This was going to be a rigorous test of another specific UK fashion retailer’s paid search strategy, through to landing page and eventually checkout. Essentially a complete ecommerce journey from the customer’s point of view.

But then I was bombarded with LED festooned Christmas tree jumpers, wool sweaters featuring Santa with a fake wobbly Santa belly and pullovers with Rudolph’s glowing red nose and things went dramatically off-course.

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