The travel sector is a hard but exciting place to be with regards to PPC – inventory changes, weather conditions, and stiff competition make for a rapidly changing and dynamic environment. There is however a lot of accessible and relevant data in the industry that savvy advertisers can maximise on. BA demonstrated this with brilliantly[…]
The key to continually improving your Google Ads accounts is to regularly conduct paid search audits to find missing opportunities. We’d recommend once every few months, depending on the volume and complexity of your account. Even with the best intentions, if you’ve been working on an account for any period of time the chances are[…]
Advertisers in the mortgage market will see CPCs soar this year amid greater competition with Google’s data showing an increase of 20.19% YoY, while in both the personal loans and personal credit card markets CPCs are set to fall. Mobile is set to take further search share from desktop devices, this is most significant in[…]
Recently one of our clients has seen their CPCs for a usually steady and profitable keyword skyrocket, causing a significant impact on their ROI. Why? Because a competitor has decided to start bidding very aggressively on that keyword to dominate the top spot of the auction. It prompted us to start questioning what the right[…]
Forecasting your future paid search performance can be a difficult task, but is a fundamental skill that all digital and performance marketing managers need when determining how much of your media budget to distribute to your channels and projecting revenue figures for senior management. This guide will help you acquire the data that you need[…]
In case you missed it, you can find Google’s Marketing 2019 keynote speech here. From a marketer’s perspective, there were some really interesting announcements, and we’d definitely recommend reading them through here to see if any are a good fit for your business. The majority of the developments point towards the further blurring of display,[…]
How much of your media budget should you spend on paid search? A data-backed answer.
For some businesses, usually B2B and/or SAAS, only selling one or two products makes managing their Google Ads account significantly easier. There will be many fewer ad variants, optimisations are much simpler, and automated bid strategies are usually more successful. In a more traditional e-commerce business, it can be much harder to manage ads, structure,[…]