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Location Extensions within Google AdWords are a great way of linking your Google Places account for your business with your AdWords ads. This allows you as a business to give a location based ad which demonstrates your business as a location listing on Google.
Now Google are linking these locations in Google ads to enable searchers to get directions through Google Maps to your business. Clicking on ‘Directions’ in the above ad reloads the page with the business address as the destination and the user is asked to enter their origination.
At present these ‘Directions’ are classed as Free Clicks, however over the next few weeks this will change so they are charged in much the same way as normal headline and Sitelink clicks. All clicks of this type can be seen through Click Type under the ‘Segment’ drop down.
Searchers on mobile devices are able to use their own location through Google Maps to locate directions to your business.
Don’t forget, make sure you have a mobile campaign live to allow targeting on mobile devices. Also make sure you have a Google Places account to link your ad to and get potential customers to your door as quickly as possible!
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.