The ‘top of the funnel’ stuff. That’s what most sales and product team think of the B2B marketing manager’s efforts. It’s the ‘always-on’, ‘brand recognition’ type-stuff. However, as procurement processes and buying experiences increasingly start and progress online, it is remiss of B2B businesses to think of content marketing & digital advertising in these terms, however difficult it may be to allocate a direct data point back to the sale or lead. The people that
Google has announced a new update to Google Ads in which they are changing the meaning of exact match keywords and their close variants. Whilst the match type already matches keywords to close variants, this change will begin to include variations that share the same meaning, implied words and paraphrases instead of only the specific words. Google will use machine-based learning to match your current exact match keywords to additional search queries. How these changes
It’s been just under a week since the FIFA World Cup in Russia has started, which according to GlobalWebIndex is watched by 47%, thus almost half of the world’s online population. And as football World Cups are regarded as the most watched sports events, the promising marketing possibilities arising from this huge audience are the reason why this year’s tournament is partly responsible for global spend on advertising forecasted to grow by 5.2% to $535bn
It’s that time of year again: where shoppers go crazy both in-store and online for the best deals of the year. But what should retailers do to prepare for the onslaught of online checkouts? The e-commerce landscape moves very quickly during these days. Preparation is key but the ability to be nimble and adapt your tactics quickly will bring the best results. Although a US idea, Black Friday was introduced to the UK by Amazon
At the recent annual Google Performance Summit, the main focus of the event was ads and analytics for a mobile first world. In addition to the announcements made regarding search, Google also announced additional changes and innovations to the Google Display Network. Responsive Ads Just as text ads are being revamped for a mobile first world, ads on the Google Display Network (GDN) are also getting an upgrade in both appearance and ease of creation.
There have been many changes over the last year to AdWords and yesterday at the Google Performance Summit, Google highlighted some of the plans for Adwords over the coming. The keynote was about all the moments that we go through in life and how Google will adapt their products accordingly. Changing ads with a focus on mobile first With ads already removed from the right hand side to align the desktop and mobile experience, we