How a Customer Data Platform can improve AdWords performance

The average cost of pay-per-click advertising is steadily increasing – with the average cost-per-click in 2016 being nearly double that of 2013. When you consider the fact that Google processes over 2.3 million searches per minute, this is hardly surprising. But what can marketers do to ensure that they attract customers on this increasingly competitive channel, while avoiding these burgeoning costs?

Killer demand gen strategy, Part 2: Google Display Network targeting

Both Google Display Network and Facebook have great audience targeting capabilities that allow marketers to get in front of target audiences. In Part 2 of our series on killer demand strategy, we dive into how to target your personas and audiences on the Google Display Network.

How to use your data to supercharge paid search

Paid search is rapidly becoming the most powerful digital marketing channel, with more than 2.3 million searches occurring every day. By taking control of their customer data, marketers can gain visibility on their paid search activities, and overcome the rising cost of customer acquisition and retention.

A search marketer’s guide to using paid social media

SEO and social media would at first appear to be very different practices, especially when taking into account paid social advertising. However, there are significant SEO benefits to be gained from utilizing social media advertising as both an outreach platform and also as an analytics platform.

AdWords Auction Insights report: A key to understanding the competition

In our personal lives, it does not often do us much good to compare to others, but in business, it is important to be aware of what our competitors are doing in order to take advantage of opportunities. In this post, we explain how the Auction Insights report in Google AdWords allows you to do just that.

Evolving past last-click attribution in paid search

Despite its inefficiencies, many marketers use last-click attribution by default to understand the value of their keywords. Getting to the root of the measurement problem and combining complementary data tools can help take your paid search optimization to the next level.

How indie publishers can monetize in the shadow of Facebook and Google

With multinational technological companies Google and Facebook conquering the field of online advertising revenue, many smaller companies and indie publishers are left wondering where they’ll end up in the digital world – if they’ll end up anywhere at all.

Pinterest moves into paid search: What you need to know

Pinterest has announced its long-awaited move into the self-serve paid search space, after a period of trial campaigns with select partners. With innovative visual search technology and an ambition to corner the ‘discovery’ phase of search, this could prove an enticing complement to AdWords for many brands. So, how does Pinterest PPC work, how does it differ from other paid search options, and how can advertisers get started?