Paid Search

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Optimising a Shopping feed to enhance PLA campaigns

Optimising a Shopping feed to enhance PLA campaigns

2016 quite possibly marked the biggest shake-up to search since the introduction of enhanced campaigns. The removal of right hand side ads has caused a stir with more ad format changes due imminently. We’ve seen Google shift its focus to a more performance-based model with clear investment going towards improving mobile and Shopping performance for Paid Search with a particular emphasis on eCommerce. The removal of right hand side ads has bumped up Shopping results with Google testing the positioning, and over the last few month’s expandable Shopping ads.

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Blog Posts

Greenlight shortlisted for two categories at the Brand Republic Digital Awards

Greenlight shortlisted for two categories at the Brand Republic Digital Awards

Now in its 18th year, the Brand Republic Digital Awards bring together a host of agencies and advertising creatives to name those who’ve made the most significant impact on the digital communications industry across multiple categories including product sectors and strategy.

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Blog Posts

Initial impact of Google removing right hand side ads

Initial impact of Google removing right hand side ads

Just over a month ago, Google revealed that it was removing the right hand side ads we’ve grown used to over the past few years. Now that we have a solid four weeks of data, we’re looking to answers some of the many questions which are puzzling advertisers, such as "what’s the effect of the removal of right hand side ads?", “will I have to pay extortionate CPCs?” and “how does this affect my CTR?”.

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Blog Posts

Google removes right hand side ads

Google removes right hand side ads

Having been tested since 2010, Google announced on Friday 19th February 2016 the removal of right hand side ads on desktop across Google Search and Search Partners with immediate effect.

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Greater focus on persona targeting

Greater focus on persona targeting

“How can we reach a more tailored audience?” This is one of the most repeated questions that our clients ask us. We give them the option of Display or even Paid Social and they’ll get excited about the targeting options offered by these platforms, particularly as they can use existing clients’ email lists for social media campaigns. However, everything changes when we forecast conversion rates, which are typically far lower than those seen in Search.

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Blog Posts

Who cares about device and channel? It’s all about integration

Who cares about device and channel? It’s all about integration

Brand X: “We don’t see sales on mobile, so we turned it off” GL: “Did you look at the effect that was having on your other channels and devices?” Brand X: “No. We just turned it off.” Sadly, this is a conversation we have with far too many brands. Everyone has heard Google’s annual “it’s the year of mobile” speech, yet mobile performance is outshined by that of desktop, leaving more brands opting not to use the channel altogether. But that’s marketing right? Throw everything at the wall and see what sticks. If mobile doesn’t convert, then you surely should turn it off, right? Wrong.

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