by Guardian Owl | Apr 12, 2018 | Digital Insights in 2020
As Google has scaled up its Shopping products in recent years, there has been a growing consensus in the retail search marketing space that Shopping ads are one of the most effective ways to win valuable consumer clicks. This is especially true of the non-branded,...
by Guardian Owl | Apr 12, 2018 | Digital Insights in 2020
Google AdWords is a highly effective marketing channel for brands to engage with customers. The auction-based pay-per-click (PPC) model has revolutionized the advertising industry, but beneath the seductive simplicity of this input-output relationship lies a highly...
by Guardian Owl | Apr 11, 2018 | Digital Insights in 2020
The new attribution model for AdWords was the talk of the town when it was first announced in 2016. But since then, it hasn’t received as much attention. Even so, I was surprised recently when a colleague in the pay-per-click industry confessed that he wasn’t aware of...
by Guardian Owl | Apr 11, 2018 | Digital Insights in 2020
Pay-per-click advertising is a key revenue driver for many ecommerce businesses. But click costs can be expensive. Ensuring that all clicks are reported accurately in Google Analytics will help make informed decisions. I introduced that topic last year. In this post,...
by Guardian Owl | Apr 11, 2018 | Digital Insights in 2020
A topic that is hugely important for any marketer is that of targeting – making sure your budget gets spent on the people most likely to buy from you. With all the features available to us across digital advertising platforms, we’ve never had it so good. Yet most...
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