Google’s delayed entry into GDPR consortium puts ad-funded sites at risk

Google has delayed its entry into a consortium of ad tech companies, hampering the group’s efforts to comply with the new European law for data privacy.

The information was reported to Reuters by sources involved in the programme.

The search giant’s decision to join in August will have left some firms that use its advertising services, particularly “unwitting owners” of ad-funded websites and apps, exposed to fines.

Hundreds of ad tech companies came together to build consent...

What does Amazon’s ‘Alexa For Hospitality’ mean for marketers?

The voice technology revolution is not just occurring within the home. Hotels, restaurants and the wider hospitality industry are rapidly adopting new tools and solutions to keep pace with the demands of modern consumers.  

The Best Western hotel chain, for instance, is expanding its partnership with Watson Ads on a series of artificial intelligence-powered interactive ad units that...

By Jon Buss, 04 July 2018, 1 comment. Categories: Advertising Technology, Organic Search, Paid Search, Search Marketing.

Why ‘the customer is always right’ is more applicable than ever in today’s data-driven business

“The customer is always right” is a popular phrase with interesting origins. While there is no conclusive evidence of when the quote first came to exist, most credit its early popularisation to Chicago retailer Marshall Field. More importantly, though, is that the phrase is an abbreviated version of the original, which stated “right or wrong, the customer is always right.”

Only three words longer, the full quote adds some needed context – that the customer can of course be wrong....

The HTTPS deadline and what it means for your website

2018, the year of deadlines. Or, more specifically, the year of internet security deadlines. It turns out that the EU isn’t the only entity setting deadlines for us to up our online security game. Now, Google is throwing its weight around too. 

Google has slowly been encouraging stronger security practices over the past few years. Earlier this year, Google announced a deadline for websites to upgrade from HTTP to HTTPS. That deadline is almost upon us: July 2018.

But what’s the difference...

By Howard Williams, 26 June 2018, 1 comment. Categories: Publishing, Search Marketing.

Bing ups its search marketing game with LiveRamp integration

We’ve already given you five reasons why Bing shouldn’t be ignored for search marketing, and its latest integration with LiveRamp provides a sixth.

The underappreciated Microsoft search engine, which actually owns close to a fifth of the global search market, has introduced the data onboarder’s identity resolution provider IdentityLink. And while that may not mean much, in simple terms it...

By Mark Jones, 15 June 2018, 0 comments. Categories: Data-driven marketing, Paid Search, Search Marketing.

Google announces Shopping tweaks to drive ‘brick and mortar’ sales for retailers

Google has announced a string of new updates to its Google Shopping platform, aimed at attracting online customers to retailer’s offline ‘brick and mortar’ stalls.

Announced at Search Marketing Expo Advanced (SMX Advanced) yesterday (June 12), the search giant claims despite the massive growth of e-commerce driven by the likes of Amazon, when customers want an item right away, 80% will head to the high...

By Mark Jones, 14 June 2018, 0 comments. Categories: Commerce, E-Commerce, Paid Search, Search Marketing.

Using questions to inform your content strategy: A guide

It can be really hard to think of content topics to inform a content strategy, especially when you’ve been working at it for a long time. But wouldn’t it be awesome if we could get these ideas directly from our audience without having to pay for expensive surveys or focus groups? Well, actually you can.

Your audience and customers are constantly asking questions online that relate to your key topics, product or service, and these questions will form a perfect content strategy for you as you know...

By Laura Crimmons, 31 May 2018, 1 comment. Categories: Content Marketing, Search Marketing.

The ultimate checklist for a successful website's launch: Marketer's edition

It’s the 11th hour and the launch of the new website is imminent. Prospects and customers are primed and colleagues and senior management are stood in the wings, waiting in anticipation for this all-singing, all-dancing new website – god forbid that once it goes live something catastrophic happens. Every T should be crossed and each lowercase I dotted.

Marketers put complete faith in web designers and developers, but it’s worth knowing things to look out for – sometimes the small...

By Maddie Agnew, 09 May 2018, 1 comment. Categories: Branding, Search Marketing, Web Analytics.

Four ways to maximise Amazon's social marketing power

Whilst Google is known for dominating search marketing, Amazon has started giving the search giant a run for its ad revenue – something that astute marketers will have seen coming for some time now.

According to WPP, 55% of product searches in the US now emanate from Amazon, and advertising has been a key contributor to their strong growth - 60% year on year.

This should come as little surprise; after all,  the e-retail giant has not only completely transformed the way we do business, both in...

Marketing to machines: how to survive the search revolution

If you’re old enough to have used encyclopedias and microfiche, you likely remember how online search engines like Lycos and Yahoo revolutionized the way we find information. And the way we do marketing.

Before the advent of online search, marketing was heavily reliant on TV, radio and print ads combined with a bit of luck. But online search changed all that. Suddenly brands could reach the right audience for a fraction of the cost. And as search engines and paid search evolved, marketing has gotten...

By Axel Steinman, 14 March 2018, 1 comment. Categories: Search Marketing.

How store locators can work wonders for your SEO

Creating a mutually complementary in-store and online presence is one of the biggest marketing challenges retailers with websites and brick-and-mortar stores face. All too often, they exist as separate entities, battling for custom rather than working together to enhance customer experience.

One of the most effective ways for retailers, restaurant chains, hotels and service providers to bridge the gap between the physical and the online is to add a store locator to their website. That makes it much easier for...

By Vincent Naigeon, 02 March 2018, 0 comments. Categories: Commerce, Search Marketing.

Google on top again as search beats social on referral traffic

According to research by content marketing platform Shareaholic, search outpaced social in the percentage of overall traffic that it delivered in 2017. This reverses a trend of social dominance that began in 2014.

The analytic platform looked at externally referred traffic from over 400 million internet users and 250,000 mobile and desktop sites. A year ago site visitors were more likely to be referred from social networks, but search seems to have made a comeback in 2017.

Search drove 35% of site visits in...

By Colm Hebblethwaite, 01 March 2018, 1 comment. Categories: Search Marketing, Social Media Marketing.

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.