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If you’re a hotel that works with online travel agents (OTAs), you’ll be familiar with the battle of balancing your relationship with the OTAs and also driving enough sales directly. The battle has become increasingly aggressive in recent times, with leading brands such as Hilton launching campaigns which outright tell users to book direct for the best rates.
Billing by time is something that agencies have been doing for years. It has become a widely-accepted way of pricing agency services, but does that mean it’s the best way to charge clients? The time-based billing model that agencies normally use has seen agency return “per unit of work” fall by 40% during a steady 20-year decline.
Why does your Facebook advertising data not match up with your Google Analytics data? This is a question that pops up time-and-time again. Whether it is your conversion data, or click data, the discrepancies between Google Analytics and Facebook are usually very significant. Whether you’ve wondered the answer to this question yourself, or you need a detailed explanation to s ...
You’ve probably heard of programmatic advertising. As with all new and fast-growing advertising technologies, there’s often confusion as to what exactly it involves. This is a beginner’s guide to programmatic ads, designed to give you all the basic knowledge you need to confidently talk programmatic and get started! In 2015, 55% of all US digital display ads were bought progra ...
This week, Facebook’s Audience Network made headlines again through Facebook using the network to deliver television advertising on selected connected networks. Although the roll-out of this (if it ever happens) is a long way away, it might have prompted you to ask whether you should be advertising via Facebook’s Audience Network.
7 September 2016 BY Tara West There are several different types of ad formats available from Snapchat, including Snap Ads, Sponsored Lenses, and Sponsored Geofilters. In two posts we’ll be taking a deep-dive into Sponsored On-demand Geofilters as they are arguable one of the easiest and most accessible Snapchat ad formats to get started with.
7 September 2016 BY Tara West Now you have thought about how you’d like to use a Geofilter, the next step is to create one! Step 1: Designing a Snapchat Geofilter There are a number of options for actually designing the Geofilter: Manually design your own Geofilter You can create your Geofilter design manually in a design tool such as Photoshop or Illustrator.
Almost everyone is doing AdWords, but not everyone is doing it well. With these hacks you’ll be able to take your campaigns to the next level: Save money and boost your Quality Score by blocking searchers who have already made an enquiry Comparison shopping is now an automatic consumer behaviour.
20 April 2016 BY Tara West Estimated reading time: 17 minutes, 5 seconds Google’s astounding reach and Facebook’s unparalleled targeting opportunities are both forces to be reckoned with, and are most powerful when they are used together. A study from Kenshoo showed that paid search audience segments which were exposed to Facebook advertising generated 30% more Return on ...
16 March 2016 BY Tara West Estimated reading time: 9 minutes, 35 seconds Back in October 2015, Facebook announced it was testing a shiny new ad unit called Canvas ads. Those tests must have gone well, because Facebook Canvas ads are now being rolled out to the ad accounts of all of us mere mortals! In this post, I’ll share my tips for getting the best out of Canvas ads, a ...
17 February 2016 BY Tara West Estimated reading time: 10 minutes, 45 seconds It’s a common misconception that Facebook ads only work for fluffy awareness or engagement campaigns and that they’ll never drive actual sales. This is definitely not the case! Facebook ads are also an invaluable format for ecommerce campaigns.
20 January 2016 BY Tara West Estimated reading time: 21 minutes, 14 seconds If you’ve been wondering exactly how to advertise on Gmail, then this guide is for you! I’ll be covering pretty much every aspect of Gmail Sponsored Promotions (GSP), from targeting and strategies, to ad creation, reporting and optimisation.
6 January 2016 BY Tara West Estimated reading time: 7 minutes, 43 seconds Are you running Facebook ads and wondering how you can make them work even better? In this post I’ll give you twelve easy tactics to improve the performance of your Facebook ads. 1. Put mobile and desktop ads in separate ad sets It’s no secret that users behave differently on mobile and desktop, so ...
Estimated reading time: 11 minutes, 44 seconds Instagram has over 300 million monthly active users, and the current roll-out of Instgarm ads within the Facebook self-service ads interface, means that Instagram ads are now kind of a big deal for brands at the moment. 70% of users have looked for a brand on Instagram, so what are you waiting for? What can Instagram ads be u ...
Are you sitting comfortably? Then I shall begin… Telling stories is nothing new. It’s an age-old pastime that dates back as far as history itself. Storytelling has probably produced some of the most memorable TV adverts you can think of. Last Christmas we saw John Lewis tell the story of a little boy called Sam and his best friend, Monty The Penguin.
If your main success metric for your direct response digital ads is how much traffic you’re getting, the cost per click, bounce rate, or even click through rate, you NEED to read this. It might sound obvious to many of you reading this, but I never cease to be amazed at the amount of advertisers not using conversion tracking, or focusing on the wrong metrics when evaluating ...
Facebook advertising is advancing fast, and with over 2 million active Facebook advertisers, many brands simply can’t afford to ignore it. Facebook ads offer a unique proposition because of the sheer amount of data they have for you to use in your ad targeting, but in actual fact one of the most powerful types of Facebook ad targeting is created by you, the advertiser.
This is the transcript for our new video. Hello. My name’s Tara, and today I’m going to be talking to you about ad extensions for AdWords. In particular, I’m going to be going look at ad extensions that are relevant to the travel industry and ways that you might want to use them. So let’s start with app extensions.
Ad Customizers are a set of parameters that allow AdWords ad copy to be updated dynamically.They allow you to customise ads with any information you like, dynamically pulled in from a feed. This could be the colour or size of a product, the speakers at an event you’re advertising, how much longer a sale is on for, or how much discount is offered in a sale.
As a charity, you rely on getting your message out there about the great work you do, in order to encourage donations and fundraising activity. This means marketing is naturally important to you, but as a non-profit organisation you need to ensure you’re using your budget as effectively as possible.