We love digital - Call
03332 207 677 and say hello - Mon - Fri, 9am - 5pm
Call 03332 207 677
Unlike 08 numbers, 03 numbers cost the same to call as geographic landline numbers (starting 01 and 02), even from a mobile phone. They are also normally included in your inclusive call minutes. Please note we may record some calls.
I mentioned in my 11 Tips To Improve Your Google AdWords Campaign (point #11!) that you need to run the Search Query report if you’re bidding on broad match keywords.
To access this report, you need to log in to your AdWords account, select the ‘Reports’ tab and then go to ‘Create Report’ in the sub-menu.
The reason we put so much importance on the Search Query report is because it uncovers some* of the actual keywords that AdWords has used as synonym replacements for those PPC advertisers using broad match.
*Whilst it shows some, it also misses a lot. Depending on how many clicks you put through your account, these ‘Other unique queries’ that appear in your report, could add up to a lot of wasted spend. It is possible to identify these keywords too but that involves setting up some advanced filtering in Google Analytics. We do this for all of our clients and their campaigns benefit from this further optimisation.
So why is it important to identify the actual search term rather than the phrase in your account that generated the click? Negatives! Running a successful AdWords campaign is a juggling act between maximising visits to your site whilst restricting wasted clicks, i.e. those searches that still click on your ad even though there’s no or little relevance to what they were looking for. This is where negative keywords come in. Negatives are added to your campaign and are used as a way to tell the AdWords system that your advert should NOT be shown when this keyword is used, normally as part of a longer search string.
A mature campaign will have hundreds, if not thousands, of negative keywords but this takes time, comprehensive keyword research and a detailed analysis of your AdWords account data.
If you’d rather spend time managing other aspects of your business, you should review our AdWords management services and let us improve your return on investment.
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.