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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.
CRO: Frame Your Customers’ Choices to Maximize Revenue April 1, 2016 by Steven Plimmer Leave a Comment 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 .
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 – where you deliver banners and/or text ads on participating websites).
5 Great Ways to Customize Your SEM Ads to Your Audience January 15, 2016 by Steven Plimmer Leave a Comment 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.
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 been mooted on more than one occasion by more than ...
Pay Per Click in a Multi Bid Optimization Strategy World October 26, 2015 by Steven Plimmer Leave a Comment 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.
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 you can use that most directly affect campaign performance.
The Lessons to Learn From The Game of War Video Advertising Strategy September 22, 2015 by Steven Plimmer Leave a Comment 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 m ...
The Growing Appeal of Native Advertising in 2015 September 14, 2015 by Steven Plimmer Leave a Comment 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.
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 may be that you have received more traffic from the Partner N ...