Display remarketing (also called retargeting) is a powerful marketing tactic but can end up being a bit of an afterthought. The methods to drive performance on this channel are quite different from search so here I want to lay out some great tips to help you shape remarketing performance towards your ends. How it works […]
CRO: Frame Your Customers’ Choices to Maximize Revenue
When considering Conversion Rate Optimization (CRO) and building a customer’s path to purchase from first ad experience through to ordering, there is one layer of the process that can often be neglected and, for sites with many product choices, it can mean the difference of huge amounts of revenue. Amazon.com is a site that seems […]
In PPC, What Was True Then May Not Be True Now
In all the different areas of performance marketing, such as SEM, RTB and Remarketing, things change so quickly that writing off a strategy or tool for good – or, indeed, singing the praises of a tool or strategy – will eventually be based on dated information. Take an example like the GDN (Google Display Network […]
5 Great Ways to Customize Your SEM Ads to Your Audience
The power of search ads is often cited as being able to cater messaging and your keyword set to the intent of the user. This is true but there is another powerful element we can leverage in addition to knowing the likely user intent: ad customization based on the broader context. The exact moves you […]
PPC: When To Automate And When Not To Automate
There are countless ways, either on PPC bid management platforms or AdWords itself, that you can choose to hand over ever-increasing amounts of control to an automated tool. The question is, when should you succumb to this bejeweled siren of temptation and when should you hold out and do it manually? Overview Google, it has […]
Pay Per Click in a Multi Bid Optimization Strategy World
Many moons ago, when phones with keypads roamed the earth and Britney Spears was having hits, it used to be the case that if you bid for a keyword, that was pretty much the bid you would be using at all times and in all circumstances. There were basically no means to bid up or […]
9 Budget Magic Tricks to Optimize PPC Accounts
On the surface of it, setting and managing PPC budgets is just a question of “how much am I prepared to spend?” but there are many ways that you can work with budgets to make significant differences to account performance. There is a lot to learn but here I want to look at the techniques […]
The Lessons to Learn From The Game of War Video Advertising Strategy
If you use any sort of game or watch Youtube with any regularity, you will have come across at least one Game of War ad. The one I saw first, on my digital travels (probably on Hulu or something) was the Lord of the Rings-gone-sexy one with that blonde model I forget the name of […]
The Growing Appeal of Native Advertising in 2015
Yahoo!’s updated deal with Microsoft to allow Yahoo! to syphon off more of their ads away from BingAds to their own Gemini platform (part of Yahoo! Ad Manager) is going to mean a fairly profound parting of the ways between Yahoo! and Bing Ads. But perhaps the biggest single impact, outside of marketers absorbing this 3rd platform […]
The Hidden Danger of the Search Partner Network
Even if you’ve advertised on Google AdWords for some time (and Bing Ads), you may not be familiar or fully understand the issue of the Partner Networks and how much they can affect your pay per click account performance. There are times when you may feel overall performance has worsened, for example, but the reality […]