Uncertainty is becoming the new normal. The coronavirus pandemic moved some of the biggest countries in the world into deliberate lockdowns, causing thousands of businesses to close doors, lay off staff or change their model of operation. No one was ready for a disruption of this size and the consequences are still to come. In […]
Category Archives: PPC
PPC stands for pay-per-click, or online advertising type when you only pay when a user clicks on your ad.
Search Engine Advertising
This kind of ads can be seen on search engines like Google, Bing and Yandex. The ads are the top 4-5 results on the search engine and they are clearly marked as ads. The advertisers’ platform to create, manage and optimised ads is called Google AdWords. Search engine ads appear based on keywords related to the users’ search queries. Advertisers compete to show their ads in an online auction, by bidding on different keywords.
PPC advertising lives also on many other platforms which can be summarised as display advertising. If you use Google AdWords you can advertise on YouTube, Gmail, Google Play and the Google Display Network. The Google Display Network is a large network of websites which have partnered with Google to display ads between their content. These ads are known as banners, or image ads. In this section you will find articles about both, Advertising on Search Engines and the Google Display Network.
TikTok Ads help marketers can benefit from very high levels of engagement and growing young audiences. The app started to get a lot of popularity over the last couple of years. Although exact numbers and stats about the users of the app contradict in a lot of surveys, marketers do report good results from initial […]
Summer is the time when e-commerce and retailers start preparing for the busiest time of the year. The holiday season is the time to get your store ready and your strategy polished. Which are the key dates in the holiday season and how you should prepare for an e-commerce success? Holiday season used to be […]
Google Ads has traditionally been connected mainly with search. As advertisers reach the limits of search campaigns and competition gets tougher, alternatives like Google display ads become more and more interesting. Stats show that in 2017 there has been 7 times more global creation and consumption of data compared to 2010. On the other hand […]
Advertising on Google has always been one of the priorities for a business when they start investing in marketing. However often efforts sink in vain after the business does not see results from the investment. Most often the reason for this is simply not using conversion tracking. The old world of online marketing was focused […]
There are two ways of setting your campaign in Google ads – with Smart Bidding or Manual Bidding. Many advertisers still use Manual Bidding or their own scripts and bidding solutions. Google’s smart bidding strategies optimise bids and try to achieve a certain goal. They adjust bids automatically based on the search queries and the […]
Physical retail is not dead, on the contrary, the high street is living its Renaissance and in-store visits are on the rise. Tracking in-store visits coming from online campaigns helps advertisers measure the real results from their online efforts. Online to offline is one of the biggest topics in digital marketing since almost 90% of […]
Every year Google organises one of the largest tech marketing conferences: Google Marketing Live. Last year the innovations presented were some of the most significant ones: Local Campaigns, Smart Shopping, Local Inventory Ads, Showcase ads, Hotel Ads…This year Google build up some new ad types like Gallery Ads and Discovery Campaigns expanding their marketing product […]
Google shopping ads are designed for e-commerce sellers and help them show their products across multiple Google properties: Search, Maps, YouTube and Display. In today’s article I will dig into the Google Shopping and demystify its capabilities. The classical Google Product Shopping ads can be seen above the search results in search queries about products. […]
Smart Campaigns is the first truly tailored to small businesses solution from Google using the company’s bespoke machine learning technology. Until now small businesses relied upon Google Ads by customising and manually adjusting them to fit their needs. Google is now making the process much more simple to help advertisers with limited budgets and knowledge […]