The power of paid media extends far beyond the scope of organic reach. As opposed to organic media, such as SEO, content marketing and social media posts (but not sponsored posts), or earned media, such as publicity, reviews and word of mouth, paid media refers to any content placed outside of your own real estate […]
Let’s face it: getting organic traffic to your website is hard. There’s tons of competition for keywords, social media is now a pay-to-play space, and voice search is throwing a wrench in everything SEO-related. If you want to get more leads and sales, you’re going to have to do some pay-per-click (PPC) advertising. And with
Paid search is typically seen as one of the most flexible digital channels, allowing you to quickly and efficiently set up campaigns that drive performance in a tight window. In my years working in paid search this has usually been the case. However, there are certain, highly regulated industries that flip these perceptions on their
Although video ad campaigns are extremely popular these days, particularly on Facebook and YouTube (although they’re on pretty much all social platforms), you shouldn’t discount the efficacy of text ads. They are very easy to produce, are one of the least expensive forms of digital ads, and are even easier to consume than video. But
How to Create Compelling Text Ads on Google (with Examples) Read More »
Wajid Ali is Head of Paid Search at global brand performance agency ForwardPMX. He spoke to Econsultancy about what his role involves day-to-day, how he came to work at ForwardPMX, and some of his favourite creative ad campaigns. Hi, Wajid. Please describe your job: What do you do? Wajid Ali: I oversee all of the
A day in the life of… Wajid Ali, Head of Paid Search at ForwardPMX – Econsultancy Read More »
Smart Bidding is a subset of automated bidding strategies within Google Ads that optimise your ads based on the goals you set, using thousands of real time bidding signals. When using Smart Bidding, all existing bid modifiers are ignored except for 100% negative bid adjustments (device exclusions, audience exclusions etc). Essentially, Google is trying to accomplish
How to get the most out of Google Smart Bidding for ecommerce – Econsultancy Read More »
It’s no secret that in the fashion sector, where free shipping and free returns are standard, returns are rife. Fashion retailers are seeing returns rates upwards of 25% online compared to the 8% in store. Last week I came home to find my girlfriend had bought six dresses, only to try them on and return
How fashion retailers can factor returns into their paid search campaigns – Econsultancy Read More »
This is a guest post by Brian Roizen, co-founder of Feedonomics. Brian Roizen is the co-founder and chief architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated
Just when you thought Google couldn’t make things more confusing – they done did it again. Google has just announced the launch of “same meaning” close variants to broad match modifier and phrase match keywords, in addition to the exact match close variants that rolled out late last year. According to Google, “On average, we
Google Expands Same Meaning Close Variants – So, What Does That Mean? Read More »
Problem 1: How do I efficiently monitor campaign performance, and identify what caused changes over time? One of the most common ways to keep a pulse on campaign performance is through regular reports. Unfortunately, reporting is a challenge that every digital marketer faces. With the ability to track data at every step of a user’s
