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  A good campaign structure is the key to success with Google AdWords Shopping Campaigns. It helps PPC experts optimize campaigns and makes it easier to set appropriate bids based on the value and popularity of products. There are a number of approaches to structure Shopping Campaigns and may be based on bids, product segmentation, key performance indicators (KPIs) or a combination of these. For example, if brand is important to a retailer, a good approach is...

The Google AdWords display network is a key component for advertisers looking to target new customers. Google’s search ads and remarketing ads boast higher CTRs and CVRs than display advertising but neither of these campaign types can reach new audiences before they search. This gives the display network the very important job of growing your reach and brand awareness. Despite this fantastic opportunity, we know that the vast majority of users have been numbed by boring, irrelevant and...

Should you pay for traffic or work for traffic? - Let your business objectives guide you Traffic, often known as visitors or sessions, has been one of the central KPIs in digital marketing since the Internet began. Across many digital marketing performance platforms, traffic is usually at the forefront of data that is analyzed. Sessions are one of the first pieces of data encountered on Google Analytics and clicks are a central metric in AdWords. While conversions are...

In the world of digital marketing, the term niche has come to encompass many different meanings. Niche is often used to denote a specialist in a particular industry, for example, a retailer who only provides sunglasses, rather than selling multiple attire. In the increasingly competitive arena of paid search, you will frequently encounter the term niche marketing in relation to ‘finding your perfect niche’. If a business can discover topics, keywords, products and services where there is high...

YouTube reaches more 18-34 and 18-49 year olds than any cable network in the United States. This makes video vital for reaching customers in these demographics for both established brands who want younger customers and for businesses announcing a new brand to the market. Winning attention in a mobile, skippable world is possible. But it is not easy. People are advertised to all the time in all locations on all devices. As a result, they tune...

As marketers, we sometimes pay attention to the wrong stuff. We look at all the tools available to use in our different platforms and miss the basics of how the brain works and applying that knowledge to our digital marketing efforts. When it comes to how our brains works, we all have creative and logical, or right and left, sides of our brains but it’s really not that simplistic in it’s application for neuromarketing. We also have...