Paid Media

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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Magazine

Programmatic Display: A Hotspot For Innovation

Programmatic Display: A Hotspot For Innovation

Nearly 60% of all advertising spend will be traded programmatically in 2017, which is a testament to how fast this area of digital is not just growing, but very much carving out an important space in the digital landscape. As such, more and more publishers are seeing the advantages of managing yield through programmatic display while many established brands are also realising the potential of communicating with their audience this way, marking a clear preference for programmatic display ads.

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Magazine

Programmatic Display: Driving Efficiency, Immediacy And Control

Programmatic Display: Driving Efficiency, Immediacy And Control

The evolution of programmatic trading is probably one of the biggest and most significant changes within the digital space. For many digital marketers, it’s been a long time coming, and a welcome change to how we buy and sell media. Programmatic trading, however, will continue to evolve as we see marketers and brands debate transparency, efficiency, big data, viewability, mobile and attribution. Our programmatic display magazine sees our experts uncover the trends and considerations that are core to a marketer's arsenal as well as prominent innovations that are re-shaping the digital landscape.

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Magazine

Audience Is Firmly At The Heart Of Innovation

Audience Is Firmly At The Heart Of Innovation

As 2016 unfolded, we saw a lot of innovation from Google anchored around users; including audience targeting strategies, ad extensions and ad formats. As we move into 2017, I expect the consumer to stay firmly at the heart of Google’s innovation, highlighting the need for marketers to focus their attention towards them more than ever and put them first when strategising.

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