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6 Retargeting Strategies to Boost Your Campaigns
Retargeting capitalizes on the principle that not every visitor who encounters your brand or product will convert on their first visit. By re-engaging users who have previously interacted with your site or ads, retargeting helps bridge the gap between initial interest and final conversion. This retargeting strategy is not just about keeping your brand top-of-mind but about … [Read more...] about 6 Retargeting Strategies to Boost Your Campaigns
Bringing AI & Contextual Targeting Together for Brand Safety
You've probably seen ads that feel weirdly correlated to what you're reading or watching online. That is contextual advertising at work. This ad-based solution has evolved steadily amidst the ever-changing digital landscape, becoming an integral part of every advertiser's arsenal. But there is much more to it than matching ads with their context. Brand safety forms the crux of … [Read more...] about Bringing AI & Contextual Targeting Together for Brand Safety
The Ultimate Guide to Retail Media Network Advertising
Retail media networks represent a dynamic and rapidly evolving segment of the advertising industry. At their core, these networks are advertising infrastructures that allow brands to place ads on a retailer’s digital properties, such as websites, mobile apps, and other online platforms. This form of advertising leverages the digital footprint and consumer data of retail giants … [Read more...] about The Ultimate Guide to Retail Media Network Advertising
Why YouTube Advertising is Essential to Your Marketing Mix
Whether it’s your favorite TV ad from when you were younger or a song that transports you back to something you saw in the ad breaks, there’s no denying the lasting impact that video advertising has had over the last 80 years. But why YouTube advertising? Is video advertising a must-have for advertisers in 2024? How can we, as PPC heroes, make sure we’re getting it right … [Read more...] about Why YouTube Advertising is Essential to Your Marketing Mix
7 Emerging Trends in TikTok Ads
Since its launch in 2020, TikTok has catapulted in popularity, boasting over 1 billion monthly users. (With some estimates at around 1.5 billion in 2024). That inevitably makes TikTok ads an attractive proposition to brands. As one of the fastest-growing social media platforms, TikTok has revolutionized how brands connect with their audiences. It distinguishes itself from … [Read more...] about 7 Emerging Trends in TikTok Ads
Meta Ads in 2024: The Best Targeting is No Targeting
Many business owners have experienced running Meta ads without any tangible results, despite the platform sometimes suggesting it picked up transactions. Nevertheless, I am here to tell you to trust the algorithm! With the wrong signals, Meta can waste your hard-earned spend. However, there are plenty of opportunities for clients to get great results by following a simple … [Read more...] about Meta Ads in 2024: The Best Targeting is No Targeting
From Keywords to Conversations: Unveiling the Shift in Advertising
Marketing professionals, especially those specialising in PPC, are navigating an evolving landscape. As we move through 2024, several challenges shape our strategies and tactics: declining search keyword performance, rising media costs, and fewer branded searches, to name a few. Historically, we've managed paid campaigns in ways that matched the capabilities of the … [Read more...] about From Keywords to Conversations: Unveiling the Shift in Advertising
Avoid Campaign Drift to Keep Your Clients Happy
Everyone knows if you don’t give regular care and attention to something it can start to deteriorate. This could apply to your house, garden or even your health and fitness. This concept - called 'campaign drift' - can equally apply to your Google Ads or other digital advertising activity. If you allow campaigns to become static, your regular routines to falter or become stale, … [Read more...] about Avoid Campaign Drift to Keep Your Clients Happy
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 in which generative AI - typically presented as a threat - can offer solutions as well. Generative AI and its impact on … [Read more...] about Reducing Your Dependency on Google Traffic – Part II: Generative AI
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 helped ecommerce businesses drive sales, especially from Google shopping. For lead generation it can be a completely different … [Read more...] about PMax is not just for sales it can be for leads too: How to succeed with Performance Max for Lead Generation
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 limits access to third-party cookies by default. Google expects to fully phase out third-party cookies by … [Read more...] about The death of third-party cookies: How to future-proof your strategy for a cookieless world