Managing pay-per-click (PPC) advertising can prove time-consuming, but paid search is often a major part of a marketing strategy. Here are tips and tactics to help SMEs save time with their PPC advertising by leveraging technology.
Ten years on from the first airing of the hit TV series Mad Men, about a ‘golden age’ of advertising – a world of sexism, racism, hard drinking and even harder smoking – Dale Lovell looks at how the ad world changed after Mad Men and why the modern era of technology, appropriate data targeting and creative must coexist in order to maximise today’s advertising campaigns.
What do you think the greatest piece of marketing of all time is? Why did it work so well and why have you remembered it? It did something marketers aspire to – it sparked emotion. There are five emotions marketers should be harnessing to help consumers recall brand advertising – and two that should be avoided:
Today’s consumers want advertising formats that speak to them, that trigger customer emotions – they want to be involved, engaged, intrigued, entertained. So, all brands need to work out is what their customers want, when they want it and how they want it, for their adspend to have been completely justified. Simple, right?
What’s the ads viewability situation across Europe and what can marketers do to improve it – to make their ads the ‘stickiest’? How can they optimise their online ad campaigns? Anant Joshi examines in detail what the latest Meetrics statistics reveal.
The industry has typically struggled with a lack of insight into what exactly is repelling consumers when they switch off advertising. Why doesn’t it appeal to them? What can advertisers do to get their attention?
Website owners are being warned that the days of big pop-up ads are drawing to a close, after Google revealed that it is updating the algorithms used to rank search results in a move which will push them down the placings.
Set to come into effect on January 10, the search giant insists the move is designed to make using some of its results less frustrating, although observers point to the ongoing battle the company is mounting against ad-blockers.
In a blog post, the company said: “Pages that show intrusive interstitials [elements that cover the content] provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller.”
Detailing its decision, Google cited three examples of the kind of practices it wanted to eliminate:
However, some pop-ups will be exempt, including those which alert readers to the use of cookies, as well as ones which require log-in details to let visitors get behind a paywall.
Daniel Knapp, a senior director of advertising research at the IHS consultancy told the BBC: “Google is one of the largest advertising companies in the world, but it’s in a very different position to Facebook, Snapchat and other global media consumption apps.
“Google is still very reliant on the desktop and mobile web to make money, and it’s much more difficult to clean up that experience than the native app environments. That’s why it needs to tighten the screws on everyone with this crackdown.”
David Cole talks us through market researcher fast.MAP’s new insight into international DRTV campaigns, which highlights the importance of adapting a TV ad for different countries.
Many blame the rise in ad-blocking on complacency within our industry – a disregard for the consumers we’re all trying to target.
Focusing on MMT Digital’s work on the UK’s Compare The Market’s hugely popular ‘Compare the Meerkats’ campaign.