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Today I had the pleasure of speaking at the first ever Hero Conf in London. This is an event that has been running in the US for years but has only just headed over the waters to the UK. It has been a great event and one of the only events in the UK that is fully dedicated to PPC.
The event attracted around 200 attendees and 40 speakers from around the world and there have been some great sessions. In my session, I spoke about making use of Google AdWords, Google Analytics and Excel to really make the most out of the data you generate off the back of running PPC campaigns.
Google and Bing are super smart and essentially, they rely on advertisers not always using their platforms properly because they generate a lot of revenue off mistakes being made.
Last year in 2014, 90% of Google’s revenue came from their advertising platforms such as AdWords, YouTube and AdSense. When you look at this as a value in revenue, it was in excess of $59 billion dollars! The graph of their annual revenue year on year is a trend that any business would love; a nice steady increase every single year.
Now this increase is not only a result of advertisers not all understanding how to use the platforms properly, it is also down to the sheer amount of changes that happen across the AdWords platform and the features that become available to us.
My slides from the event can be viewed below and as you work your way through, you will be able to uncover some of my favourite and sometimes underutilised reports available across AdWords and Analytics. Each slide should be pretty self explanatory but if you do have any questions, feel free to tweet me (@SamJaneNoble) or get in touch here.
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.