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Google’s data-driven attribution model: moving away from last click

Google’s data-driven attribution model: moving away from last click

Last month, Google announced it had released a data-driven attribution model to AdWords as a public beta, which was already available in Google Analytics 360 and DoubleClick. Changing attribution model over to a data-driven one grants the opportunity for all keywords to get a portion of credit if they’ve contributed along the conversion path, improving reporting and highlighting influencer keywords early on.

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Magazine

Programmatic Native Advertising

Programmatic Native Advertising

In the digital display and video space, programmatic ad buying is fast becoming the standard way to trade media; and now, thanks to recent advances in both technology and industry guidelines, native ad inventory can be traded programmatically too.

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Blog Posts

Greenlight wins at the UK Biddable Media Awards 2017

Greenlight wins at the UK Biddable Media Awards 2017

On the evening of 25th May, the inaugural UK Biddable Media Awards winners were announced and we're thrilled to say that Greenlight won the award for Display Campaign Of The Year for our work with ghd on its #ghdPink for Breast Cancer Awareness Month campaign. We’re delighted to have won such a competitive category and, of course, our Display team are so pleased to have had their work recognised.

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Blog Posts

Similar Audiences for Search are now available in AdWords

Similar Audiences for Search are now available in AdWords

After Remarketing Lists for Search Ads (RLSA), Customer Match and demographic targeting, AdWords has now launched Similar Audiences for Search (SAS), which are a powerful way to reach new and qualified users who have a shared interest with one of our existing audiences.

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Blog Posts

Display metrics: What story does CTR really tell?

Display metrics: What story does CTR really tell?

The rationale for using click-through rate (CTR) as a marketing metric is largely surrounded by how simple it is to measure and understand, however that doesn’t mean it’s right to focus on it. I believe that as a sole performance metric, it’s actually quite redundant – and that we need to take action by making use of the options open to us as digital marketers to overcome the disadvantages of using CTR as a core metric.

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Blog Posts

A focus on Bing Shopping

A focus on Bing Shopping

Shopping is an important channel for search engines to invest in; our sister company, FoundIt!, recently carried out a Google Shopping audit and found that “46% of shopping sessions are now starting their journey at the product level of a website than almost anywhere else, (which is) reflected across both desktop and mobile devices". Shopping is so important as its users have such high purchase intent, reflected in its high conversion rates, making it a key area for digital marketers to focus their attention on.

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Magazine

The Future Of Ad Buying

The Future Of Ad Buying

2017 represents the year of innovation and change, driven by both technological advancements and the demand for greater transparency in the way we buy and sell media. Programmatic has been a buzzword for a couple of years now, and as programmatic ad spend rises, it can’t be ignored any longer.

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