How to spend a limited digital marketing budget in 2018/19

It’s an important objective imposed on marketers every single year – how best to squeeze every drop out of the annual budget.

Even industry professionals who, on paper, have more cash to splash, are still pressed to make their spend go further. And then there are those less fortunate of course, who have their budgets cut whilst the targets remain as competitive as ever.

So, whichever scenario you find yourself in, if you’re faced with a ‘limited budget’, what should the focus be...

By Andy McCaul, 22 February 2018, 2 comments. Categories: CRM, Email marketing, Paid Search, Search Marketing.

Bing’s marketing predictions for 2018

It’s that time again when we look back at what happened in 2017 and predict how it will shape the year to come.

The world of marketing was certainly a busy one during 2017. We talked a lot about personalisation, and whilst that will remain incredibly important, the next step in 2018 will be marrying it with intelligent search intent data, to deliver true value to consumers.

It was also hard to escape the phrase ‘artificial intelligence’ in 2017 and based on this, next year is set to be...

Content marketing secrets from Google you can’t afford to ignore

Google has spent close to 20 years learning how to serve up the best, most relevant content to searchers. It is constantly fine-tuning its technology and algorithm to improve its ability to seek out and display answers to satisfy the 3.5 billion-plus queries it receive every day.

So it makes perfect sense that marketers should try to tap into that wealth of accumulated knowledge to help make their content marketing more effective. Here are five ways that data and insights from Google can enhance a content...

By Daniel Furch, 15 December 2017, 0 comments. Categories: Search Marketing.

Is Bing Ads better value for marketers than AdWords?

Even though it is often maligned, Bing is not as irrelevant in the face of its main competitor as many consumers, and marketers, think.

Microsoft’s search engine holds a 25% market share in the UK, amounting to around 896 million monthly searches. Importantly, the engine has seen a 43% year-on-year market share growth, all of which makes it an important channel for paid search.

New research by MediaVision suggests that Bing could actually offer marketers higher conversion rates and cheaper cost per...

By Colm Hebblethwaite, 08 December 2017, 0 comments. Categories: Search Marketing.

The seasonal revolution has arrived

Its official – the retail Christmas trading period has arrived, with under 100 days until the big day. In the UK, the trading period generally runs from October to January, and this won’t change any time soon.

But with such a limited key shopping timeframe, many brands are looking to challenge the way the fashion industry works throughout the rest of the year – why focus only on selling cold, wintery clothes when the weather may change imminently?

Ultimately, the elements and weather...

By Hannah Kimuyu, 09 October 2017, 0 comments. Categories: Data-driven marketing, Paid Search, Programmatic, Search Marketing.

Google registered its domain 20 years ago today

Monday 15 September 1997 probably didn’t seem like a particularly momentous day at the time.

But while everyone was jamming to ‘Honey’ by Mariah Carey and considering going to see cutting-edge thriller ‘The Game’ in the cinema, Larry page and Sergey Brin were registering the Google domain name.

The project, which was originally given the creepy name BackRub, had started a year early while the pair were students at Stanford.

Twenty years later, Google is...

By Colm Hebblethwaite, 15 September 2017, 0 comments. Categories: Search Marketing.

Voice assistants, search and the future of advertising

Over the past few years, voice activated search has come a long way.

When Apple first integrated its voice assistant, Siri, into the iPhone 4S in 2011, it was considered more of a gimmick than anything else. Six years on, and a report by ClickZ and Marin Software reveals that 7% of marketers now mark voice search and digital assistants as top priorities in their marketing plans.

Interestingly,...

By Tom Smith, 04 September 2017, 0 comments. Categories: Search Marketing.

The importance of quality score in paid search

Paid search, or pay per click (PPC), often used in conjunction with SEO, remains an essential marketing element for many businesses, most notably those that want an online presence.

But we are still seeing businesses not effectively implementing PPC campaigns successfully. One of the biggest areas that businesses are failing to address is a low AdWords quality score. In short, if you’re trying to master PPC, you need to understand quality score.

According to Google, “quality score is an estimate...

By Will Haswell, 22 August 2017, 0 comments. Categories: Paid Search, Search Marketing.

Believable product reviews build consumer trust for businesses

Imagine you receive an email asking you to leave an online review for a concert you went to a decade ago. Besides being a test of your beer-befuddled memory, it would also ring a few alarm bells, wouldn’t it?

Or maybe you are suddenly requested to leave a review for a restaurant you have never heard of and which on further inspection turns out to be a back-street wheelie bin compound.

Sadly, these are real-life examples of the various ruses that have eroded confidence in online reviews, even though the...

By Matt West, 21 July 2017, 0 comments. Categories: Customer Experience, Search Marketing.

How AI is changing SEO

SEO is a results business. So imagine if you have access to data that tells you precisely what you need to do in order to optimise your website and improve visibility in search engines.

Well, you don’t have to imagine, the technology is already available.

Although AI SEO is still in its infant stages, in the next couple of years it will dominate how digital marketing companies develop SEO strategies.

AI is already being used in digital marketing to gather data on ad targeting, determine the relevancy of...

By Richard Oldale, 30 June 2017, 4 comments. Categories: Search Marketing.