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Google is looking ahead to the future of display advertising online, as it aims to enhance the ways in which marketers can analyse the success of their campaigns.The proposed innovations – which could also allow for more detailed pay per click management on platforms such as Google AdWords – include ways to extend results beyond a single campaign and more ways to judge success.
For instance, Google product management director Ari Paparo notes in an Official Google Blog post that some campaigns are about strengthening a brand or building buzz, rather than simply generating conversions.
The suggested innovations would also allow for campaign data to be carried over when embarking on new promotional activity – helping to incorporate previous results into new pay per click or display ad efforts.
Google recently announced on its Inside AdWords blog new ways to target users, including the option to show advertisements only to people who have previously visited the advertiser’s website and improved funnelling to interpret visitor behaviour from the initial search through to conversion.
A generally accepted fact in the world of Content Marketing is that being useful is one of the main criteria for achieving results with a content campaign.
But how do you find out which questions your audience needs answers to?
Digital public relations (digital PR) can be an effective way to increase brand visibility and drive more quality traffic to your website or landing page. But just what is digital PR and how does it differ from traditional PR techniques? Here’s an overview of the differences (and similarities). (more…)