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Businesses hoping to expand their online sales have been advised to make use of Google’s DoubleClick Ad Planner service.
According to Meredith Blackwell, a member of Google’s Inside AdWords team, the free media planning tool makes it easier to find out what websites customers are likely to visit and can help target goods and services to these consumers.
She told users of pay per click management services that companies can customise the descriptions of their websites, making it simpler for advertisers to put commercials on sites relevant to the interests of their customer base.
“More targeted ads leads to a better user experience on your site and a greater opportunity to increase your earnings,” Ms Blackwell added.
Earlier this month, Katrina Kurnit, a member of the Inside AdSense team at Google, recommended that online businesses employ placement targeting to reach more customers who are part of their target audience.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.