tag:econsultancy.com,2008:/topics/ppc Latest PPC content from Econsultancy 2016-04-20T15:45:00+01:00 tag:econsultancy.com,2008:Report/3008 2016-04-20T15:45:00+01:00 2016-04-20T15:45:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/67662 2016-03-29T12:00:10+01:00 2016-03-29T12:00:10+01:00 PPC for beginners - the seven levels of campaign tracking Ben Davis <p>Of course, these aren't mutually exclusive - a combination can be used for performance objectives.</p> <h3>1. Reach</h3> <p>Reach, or awareness, is defined as the number of ad impressions generated by the campaign (simply the number of times an ad is seen).</p> <p>This number can be given at a keyword level, an ad group level or for the whole campaign.</p> <p>Though clicks and conversions are of course more important than mere impressions, this metric is still instructive of campaign scale.</p> <p><strong>Tips</strong></p> <ul> <li>Ensure impressions from display networks are not lumped in with search impressions when <a href="https://econsultancy.com/blog/66450-30-seo-tools-to-make-your-life-easier">conducting keyword analysis</a>.</li> <li>One search can generate mutiple impressions, either from multiple pages of the search results, or from a user hitting back and returning to search results from a destination page.</li> <li>Bots and tracking tools will create some 'artificial searches and impressions'.</li> </ul> <p><em>Paid search impressions no longer include the right hand side of Google's desktop search results.</em></p> <h3><img src="https://assets.econsultancy.com/images/0007/2293/buy_ram_-_Google_Search_2016-02-24_09-47-25.png" alt="paid impressions" width="615"></h3> <h3>2. Volume</h3> <p>Volume, AKA number of clicks or website visits, is the basic measure of campaign effectiveness.</p> <p>The paid search platform you use (e.g. AdWords) will report on clicks, and visits can be measured by linking activity to your analytics package (e.g. Google Analytics).</p> <p><strong>Tips - clicks do not equal visits</strong></p> <ul> <li>Analytics will often register one visit if a user has clicked an ad twice within 30 minutes, without closing her browser.</li> <li>AdWords removes certain clicks from its results, such as repeated clicks in a short time from the same user (suspected as fraudulent).</li> <li>If a site is slow to download, users may abandon after clicking, before tracking tags have been loaded.</li> </ul> <h3>3. Click quality</h3> <p>Otherwise known as conversion rate - the proportion of visitors from search that provide a defined outcome on a website (data capture, sales, etc.).</p> <p>This entails goal tracking within an analytics package, either tracking page impressions of unique URLs or using tracking code added to a website button.</p> <p><strong>Tips</strong></p> <ul> <li>Conversion rates can be expressed per website session or per unique visitor.</li> <li>Page or keyword bounce rate is often used to show click quality. This is the proportion of visits that don't explore any further web pages (they bounce off the first page). High bounce rates are, however, not always a bad thing.</li> <li>Conversion can be separated out, to track incremental success. For example, sales can be split into 'add to baskets', 'checkout' and 'sales'.</li> <li>As conversions are often influenced by multiple marketing campaigns (across numerous visits and from various marketing channels), campaign tracking codes and tagging can help to properly attribute value. </li> </ul> <p><em>Conversion rate could be 'add to basket' rate, as well as 'sale' rate.</em></p> <h3><img src="https://assets.econsultancy.com/images/0007/1827/bO3GEEK.png" alt="add to basket" width="615"></h3> <h3>4. Cost effectiveness</h3> <p>Cost effectiveness is reported by search networks in the form of CPC. However, cost per acquisition (CPA) is more instructive - the total ad spend per goal.</p> <p>Advertisers should know their allowable CPA and CPC, calculated from knowing conversion rates and the profit required from the campaign.</p> <p><strong>Tips</strong></p> <ul> <li>Of course, limiting CPA implies you can accurately track the success of paid search. If you're not <a href="https://econsultancy.com/blog/67206-why-call-tracking-is-vital-for-accurate-attribution-modelling">tracking phone calls from PPC</a>, there is a chance that CPA can be set artificially low.</li> </ul> <h3>5. Return on investment (ROI)</h3> <p>Like any other channel, ROI is simply a percentage return (profit over cost).</p> <p>As marketers may not know the profit margin on the goods they sell, ROI is more often calculated using simply PPC revenue. This gives an indication of the success of advertising.</p> <h3>6. Branding metrics</h3> <p>The impact of improving reach is also felt on the brand. This is particularly relevant in B2B marketing and at bigger companies.</p> <p>It's difficult to measure uplift in brand favourability for PPC campaigns in isolation. Google does use a Brand Uplift Surve yto try to measure this effect in display advertising, however.</p> <p>There are also studies that have shown increases in brand awareness as search rankings increase.</p> <h3>7. Lifetime value</h3> <p>Calculating lifetime value requires sophisticated modelling.</p> <p>Assumptions are made about repeat purchases, future spend and referrals of new customers.</p> <p>For example, a car insurer might find that visitors who purchase after being referred using the phrase ‘car insurance’ are less profitable in the long term than others who type phrases with more keywords e.g. ‘no claims discount car insurance’.</p> <p><em>More for PPC beginners - <a href="https://econsultancy.com/blog/67646-ppc-a-beginners-guide-to-kpis-budgets-agencies/">A beginners' guide to KPIs, budgets and agencies </a></em></p> <p><em>Or, see the <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">Econsultancy Paid Search Best Practice Guide</a> for everything you need to know about PPC.</em></p> tag:econsultancy.com,2008:Report/938 2016-03-23T11:50:00+00:00 2016-03-23T11:50:00+00:00 Search Engine Marketing: PPC – Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files: Search Engine Marketing - PPC</strong> </p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, Digital Juggler</li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> <li> <a href="http://www.leapfrogg.co.uk/">Leapfrogg</a> </li> </ul> <p><strong>Files included:</strong> 8 files</p> <p><strong>File titles:</strong> Google Analytics Reporting Dashboard, PPC Campaign Troubleshooting Checklist, PPC Ad Group and Keyword Optimisation, Creative Testing Matrix, PPC Forecasting, PPC Client Briefing, Client Briefing Template, RFP Guidelines and Template, Weekly Report</p> <h3>About these templates</h3> <p><strong>Who created these template files?</strong></p> <p>In some cases Econsultancy has created the templates. In others we have gone to leading experts in the relevant area and they have provided the files. Details of those people are given where appropriate in the descriptions that follow.</p> <p><strong>How should these files be used?</strong></p> <p>Paid search (PPC) is an important part of search engine marketing. We've created template files and have included genuine examples of working PPC documents that should help steer you towards maximising your paid search efforts.</p> <h3>Contents</h3> <p>In this release we have included a mixture of useful Excel spreadsheets and documents to help you optimise your campaigns.</p> <p><strong>Download separate files on the report pages below.</strong></p> tag:econsultancy.com,2008:Report/934 2016-03-23T11:50:00+00:00 2016-03-23T11:50:00+00:00 Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files</strong></p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, <a title="Digital Juggler" href="http://digitaljuggler.com/">Digital Juggler</a> </li> <li>Ben Matthews, Director, <a title="Montfort" href="http://montfort.io/">Montfort</a> </li> <li>Ger Ashby, Head of Creative Services, <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a> </li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> </ul> <p><strong>Files available:</strong> 10 file bundles, 50+ individual template files<br></p> <p><strong>File titles:</strong> See sample document for full breakdown of section and file information.</p> <h3>About these files</h3> <p>Need help with an area of digital marketing and don't know where to start? This pack of downloadable files contains best practice templates that you can use in your digital marketing activities. Feel free to adapt them to suit your needs.</p> <p><iframe src="https://www.youtube.com/embed/jxKmQGxspc8?wmode=transparent" width="560" height="315"></iframe></p> <h3>Contents</h3> <p>In this release we have 10 template bundles containing over 50 individual template files for digital marketing projects.</p> <p><strong>Download separate file bundles below:</strong></p> <ul> <li>Affiliate Marketing</li> <li>Content Marketing</li> <li>Display Advertising *to be published soon*</li> <li>Ecommerce Projects</li> <li>Email Marketing</li> <li>Search Engine Marketing: PPC</li> <li>Search Engine Marketing: SEO</li> <li>Social Media and Online PR</li> <li>Usability and User Experience</li> <li>Web Analytics</li> </ul> <p><strong>The template files bundle also includes a <a href="https://econsultancy.com/reports/small-business-online-resource-manager/">Small Business Online Resource Manager</a> that </strong><strong>can help you effectively manage and own your online assets.</strong></p> <p><strong>There's a free guide which you can download to find out more about exactly what is included.</strong></p> tag:econsultancy.com,2008:BlogPost/67646 2016-03-15T10:52:45+00:00 2016-03-15T10:52:45+00:00 PPC: a beginners' guide to KPIs, budgets & agencies Ben Davis <h3>Managing KPIs</h3> <p>As with all marketing channels, PPC advertising should support clear goals (e.g. to increase donations) and objectives (e.g. increase web traffic to donation page).</p> <p>Measuring success in meeting your objectives means choosing and tracking key performance indicators (KPIs).</p> <p>The Econsultancy Best Practice Guide defines three types of KPI; volume, value and quality.</p> <ul> <li> <strong>Volume KPIs</strong> relate to the total traffic being driven to your website or through various functions of your website (e.g. email signups), as well as the makeup of that traffic (new or known visitors, mobile or desktop etc.).</li> <li> <strong>Value KPIs</strong> pertain to financial value, such as average order value or perhaps even attributed revenue in-store.</li> <li> <strong>Quality KPIs</strong> make up the rest, measuring how well your site is serving visitors. Though changes may not have been made to the site, if a more relevant audience is targeted, metrics such as conversion rate will improve. </li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/2966/Screen_Shot_2016-03-14_at_14.45.26.png" alt="kpis for search" width="615"></p> <h3>Managing budgets</h3> <p>The Best Practice Guide splits PPC budgeting into four main areas.</p> <p><strong>1. Budgeting strategy</strong></p> <p>This is top-level budgeting. How much money can you allocate to paid search overall and how does this compare to your other acquisition and retention channels?</p> <p>You may have a fixed budget with which to prove the efficacy of PPC. Or perhaps budget is aligned to current category targets (hitting sales of different products or visibility of different parts of your site).</p> <p>Budgets can also be tied to larger offline campaigns (such as TV advertising or in-store promotions), to new opportunities as they arise (such as new markets), or budgets can flex dependent on results (if PPC works, do more!).</p> <p>Budgeting strategy also dictates which of the search and display networks you advertise across, and for which campaign.</p> <p><em><strong>How is your digital marketing budget split between the following channels or disciplines?</strong></em> <em>(From <a href="https://econsultancy.com/reports/marketing-budgets/">Econsultancy's 2015 Marketing Budgets Survey</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2998/Screen_Shot_2016-03-15_at_08.34.34.png" alt="marketing budgets" width="496" height="530"></p> <p><strong>2. Positioning strategy</strong></p> <p>A company may decide to target high positions in the sponsored listings for certain keywords. This could be for branding purposes, for example.</p> <p>However, with each campaign, keyword and keyword group subject to different competition and pricing, a more analytical approach should be more effective in maximising return on investment (ROI).</p> <p>Many campaign variables are impacted by search position, and vice versa: </p> <ul> <li>Click-through rate (CTR) and click volume generally decrease with position.</li> <li>Click volume does not decrease in a linear fashion with position.</li> <li>Conversion rate can vary with position.</li> <li>The number of listings above the natural results varies according to the search term and device.</li> <li>A bid increase doesn't necessarily ensure a higher average position on the page.</li> </ul> <p><em>This chart shows AdWords CTR by position and device (<a href="http://www.forthea.com/adwords-click-through-rate-by-average-position-and-device/">via Forthea</a>).</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2987/Screen_Shot_2016-03-14_at_17.59.16.png" alt="ctr by ppc position" width="615"></p> <p><strong>3. Bidding strategy</strong></p> <p>Bidding strategy is influenced by budgeting and positioning strategy, but is about optimising as much as possible for returns (balancing cost per click with total spend and conversion).</p> <p>AdWords can automatically optimise for cost per click (CPC) and Google Conversion Optimiser can be used to optimise cost per acquisition (CPA).</p> <p>Bid management tools can be used for larger campaigns, and attribution of value in other channels helps to elucidate the full value of PPC spend.</p> <p><strong>4. Bid adjustments</strong></p> <p>The final aspect of budgeting is a subset of bid strategy - bid adjustments.</p> <p>Bid adjustments allow keyword bids to change automatically dependant on factors such as time of day, location and device.</p> <p>Day-parting (changing bid level by time of day) is often used to increase bidding when conversion rate is at its highest.</p> <p>Location of physical stores could be one factor that impacts bid adjustments by location.</p> <p>Device-wise, advertisers should beware of focusing on desktop (which may have the majority of conversions) at the expense of targeting users in the research phase on mobile.</p> <p>Indeed, Google offers estimations of cross-device conversions within AdWords reporting. </p> <p><em>Variation in impressions and conversions by time of day (<a href="http://www.ppchero.com/3-crucial-ways-to-look-at-day-parting-data/">via PPC Hero</a>).</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2968/Screen_Shot_2016-03-14_at_15.30.39.png" alt="day parting" width="615"></p> <h3>Agency or in-house?</h3> <p>If you're new to PPC, you may have to make a decision between taking the plunge on your own, or getting an agency involved to manage it for you.</p> <p>There are many advantages of each approach. Below I've listed some of the stereotypical benefits of both.</p> <p><strong>In-house</strong></p> <ul> <li>Cheaper hourly rate</li> <li>Closer integration</li> <li>More transparent</li> <li>More company knowledge </li> </ul> <p><strong>Agency </strong></p> <ul> <li>Easier to scale up or down (or indeed stop)</li> <li>More expertise and access to tools</li> <li>Better relationships with search engines</li> <li>Less vulnerable to change (staff leaving)</li> </ul> <p>So, if you haven't yet begun paid search advertising, hopefully this intro will give you a grounding in the right questions to ask and strategic approach to take.</p> <p>There are, of course, many more considerations, include more granular tactics. For more information, download the Econsultancy <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC Best Practice Guide</a>, or why not check out our <a href="https://econsultancy.com/reports/ppc-bid-management-technology/">PPC Bid Management Buyer's Guide</a>.</p> tag:econsultancy.com,2008:Report/4061 2016-03-14T13:00:00+00:00 2016-03-14T13:00:00+00:00 Paid Search Marketing (PPC) - Best Practice Guide: Shopping Campaigns and Product Listing Ads <p>This section of Econsultancy's newly-updated <strong>Paid Search Marketing (PPC) Best Practice Guide</strong> covers <strong>Shopping Campaigns and Product Listing Ads (PLAs)</strong>.</p> <p>Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.</p> <p>This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.</p> <h2>Topics covered in this section</h2> <p>Areas covered in this section include:</p> <ul> <li>Eligibility / getting started with Google Shopping</li> <li>The increasing prevalence of product-focused ads</li> <li>Getting products to appear in the search results</li> <li>Shopping campaigns in practice</li> <li>Shopping campaign considerations</li> <li>Campaign priority: high, medium and low-priority Shopping campaigns</li> <li>Shopping campaign structure</li> <li>Bing shopping campaigns</li> <li>Making the most of your product advertising</li> <li>The future of Google Shopping</li> </ul> <p>As well as this section, the guide is available in its entirety as a 400-page report, or in eight other individual sections. <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">See the main report page</a> for details.</p> <h2>Contributing authors</h2> <p>This guide has been put together and updated by <strong>Rob Jones, an experienced digital consultant and owner of Romor Digital</strong>, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.</p> <p>This section has been reviewed and edited by <strong>Sam Vandermark, Account Director of Biddable Media at The Specialist Works</strong>.</p> tag:econsultancy.com,2008:Report/4062 2016-03-14T13:00:00+00:00 2016-03-14T13:00:00+00:00 Paid Search Marketing (PPC) - Best Practice Guide: International and Multilingual Paid Search <p>This section of Econsultancy's newly-updated <strong>Paid Search Marketing (PPC) Best Practice Guide</strong> covers <strong>international and multilingual paid search</strong>.</p> <p>Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.</p> <p>This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.</p> <h2>Topics covered in this section</h2> <p>Areas covered in this section include:</p> <ul> <li>Global opportunities</li> <li>Competition overseas</li> <li>A brief introduction to Google’s competition</li> <li>Managing international search engine marketing</li> <li>Tools and resources for international paid search marketing</li> </ul> <p>As well as this section, the guide is available in its entirety as a 400-page report, or in eight other individual sections. <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">See the main report page</a> for details.</p> <h2>Contributing authors</h2> <p>This guide has been put together and updated by <strong>Rob Jones, an experienced digital consultant and owner of Romor Digital</strong>, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.</p> <p>This section has been reviewed and edited by <strong>Peter Whitmarsh, Head of Paid Media at Search Laboratory</strong>.</p> tag:econsultancy.com,2008:Report/4059 2016-03-14T13:00:00+00:00 2016-03-14T13:00:00+00:00 Paid Search Marketing (PPC) - Best Practice Guide: Paid Search Optimisation <p>This section of Econsultancy's newly-updated <strong>Paid Search Marketing (PPC) Best Practice Guide</strong> covers <strong>paid search optimisation</strong>.</p> <p>Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.</p> <p>This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.</p> <h2>Topics covered in this section</h2> <p>Areas covered in this section include:</p> <ul> <li>Bid management tool strategy</li> <li>Ad extensions</li> <li>Testing and optimising creative</li> <li>Destination or landing page strategy</li> <li>Campaign review and optimisation strategy</li> <li>Click fraud strategy</li> <li>Paid search and web analytics / reporting</li> </ul> <p>As well as this section, the guide is available in its entirety as a 400-page report, or in eight other individual sections. <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">See the main report page</a> for details.</p> <h2>Contributing authors</h2> <p>This guide has been put together and updated by <strong>Rob Jones, an experienced digital consultant and owner of Romor Digital</strong>, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.</p> <p>This section has been reviewed and edited by:</p> <ul> <li>Oscar Romero, Head of Biddable Media, Starcom Mediavest Group</li> <li>Peter Whitmarsh, Head of Paid Media, Search Laboratory</li> <li>Matt Whelan, Digital Strategy Director, The Specialist Works</li> <li>Rob Jones, Digital Consultant, Romor Digital</li> <li>Paul Kasamias, Head of Biddable Media UK, Starcom Mediavest Group</li> <li>Jonathan Beeston, Managing Director, UK, Croud</li> </ul> tag:econsultancy.com,2008:Report/4058 2016-03-14T13:00:00+00:00 2016-03-14T13:00:00+00:00 Paid Search Marketing (PPC) - Best Practice Guide: Setting Up Paid Search <p>This section of Econsultancy's newly-updated <strong>Paid Search Marketing (PPC) Best Practice Guide</strong> covers <strong>setting up paid search campaigns</strong>.</p> <p>Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.</p> <p>This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.</p> <h2>Topics covered in this section</h2> <p>Areas covered in this section include:</p> <ul> <li>Campaign structure for paid search</li> <li>Keyphrase analysis and selection</li> <li>Local paid search marketing and geo-targeting</li> <li>Ad creative and copy strategy</li> <li>Campaign tracking</li> <li>Audience targeting through search</li> </ul> <p>As well as this section, the guide is available in its entirety as a 400-page report, or in eight other individual sections. <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">See the main report page</a> for details.</p> <h2>Contributing authors</h2> <p>This guide has been put together and updated by <strong>Rob Jones, an experienced digital consultant and owner of Romor Digital</strong>, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.</p> <p>This section has been reviewed and edited by:</p> <ul> <li>David McDiarmid, Head of Paid Search, DigitasLBi</li> <li>Mike Fantis, Head of Paid Search, Make It Rain</li> <li>Matt Whelan, Digital Strategy Director, The Specialist Works</li> <li>Oscar Romero, Head of Biddable Media, Starcom Mediavest Group</li> <li>Rob Jones, Digital Consultant, Romor Digital</li> <li>Paul Kasamias, Head of Biddable Media UK, Starcom Mediavest Group</li> </ul> tag:econsultancy.com,2008:Report/4060 2016-03-14T13:00:00+00:00 2016-03-14T13:00:00+00:00 Paid Search Marketing (PPC) - Best Practice Guide: Mobile Paid Search <p>This section of Econsultancy's newly-updated <strong>Paid Search Marketing (PPC) Best Practice Guide</strong> covers <strong>mobile paid search</strong>.</p> <p>Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.</p> <p>This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.</p> <h2>Topics covered in this section</h2> <p>Areas covered in this section include:</p> <ul> <li>Growth and trends in mobile usage</li> <li>Why mobile paid search is an important part of the marketing mix</li> <li>Differences in mobile search behaviour</li> <li>Best practices for mobile paid search</li> <li>Maximising the ‘local’ opportunity through mobile paid search</li> <li>Using mobile paid search to drive app downloads</li> <li>The future of mobile paid search</li> </ul> <p>As well as this section, the guide is available in its entirety as a 400-page report, or in eight other individual sections. <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">See the main report page</a> for details.</p> <h2>Contributing authors</h2> <p>This guide has been put together and updated by <strong>Rob Jones, an experienced digital consultant and owner of Romor Digital</strong>, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.</p> <p>This section has been reviewed and edited by <strong>Sophie Kleiner, Head of Search, and PPC team at NMP</strong>.</p>