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Blog Posts
Reducing Your Dependency on Google Traffic – Part II: Generative AI
In part one of this in-depth look at how marketers and brands can minimise their traffic dependency on Google search, Ann Stanley of Anicca Digital explored the opportunities offered by social search. In the second part she examines the ways...
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PMax is not just for sales it can be for leads too: How to succeed with Performance Max for Lead Generation
Following her talk at this year’s Brighton SEO, Freelance Consultant Cathryn Stormont. shares her top 5 tips on how to make a success of Performance Max for lead generation. There are many success stories telling how Performance Max campaigns have...
The death of third-party cookies: How to future-proof your strategy for a cookieless world
The landscape of digital advertising is about to undergo a massive shift. Google’s Privacy Sandbox initiative is phasing out third-party cookies. Currently, about 1% of Chrome users (around 30 million people) are already testing the new tracking protection feature, which...
PayPal Advertising is Coming: New Payment Platform Appointments Point Towards Consumer Commerce Pivot
Last month it was Netflix ads, now PayPal advertising looks like becoming the next big thing. The online payments system is the 143rd largest Fortune 500 corporation by revenue and has a (self-)reported 200 million users. Those factors alone have...
The Google Ads Trial Part II – How The Google Antitrust Trial Damaged Advertiser Trust
This is the second part of Stewart Dunlop’s two-article series examining the key findings from the United States v. Google ads trial, which concluded in Virginia last month and sought to test whether Google was breaking antitrust laws. You don’t...
Reducing Your Dependency on Google Traffic – Part I: Social Search
After decades at the top, seismic transformations to the way the internet is accessed means Google’s position as the gatekeeper of the internet is looking increasingly vulnerable. In this comprehensive study Ann Stanley, CEO of Anicca Digital, explores the ways...
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The Ultimate Guide to Cookies & Marketing Consent Management Platforms
Data privacy regulations are becoming increasingly stringent. Consent Management Platforms (CMPs) are playing an ever more pivotal role in facilitating compliance and fostering trust between businesses and their users. These platforms provide mechanisms for obtaining, managing, and documenting user consent...
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The Google Ads Auction Exposed: Antitrust Trial Revelations – Part 1
The U.S Department of Justice recently took Google to court. It accused the tech giant of monopolistic practices in the search engine market. This landmark case billed as “the most important antitrust trial of the 21st century” offers us a...
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How to Get the Most From Your ROAS Campaigns
In the world of Google Ads, two popular bidding strategies are “Maximize Conversions” and “Target CPA.” These strategies have evolved over time and are known for their effectiveness. Historically, tCPA (Target Cost Per Acquisition) has been the go-to strategy. Though...
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A walkthrough guide to Meta instant form ads
Meta instant forms ads are in-platform lead forms for Meta. They are designed to help you qualify leads directly on Meta by asking people to fill out a form attached to your ad. This way you can cut down the...
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Lead Generation for E-Commerce: A Hidden Goldmine of Opportunity
Lead generation is often overlooked in the competitive, margin-driven world of e-commerce. Immediate transactions are the norm, and tactics typically focus on increasing sales at lower CPAs as quickly as possible. However, allocating some of your budget to building a...
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