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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.
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.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.