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Author: Peter Johnson

Advertisers should be very happy about the open competition between Google and Facebook since it encourages both companies to up their game. Even though Google probably has the edge right now (since it's no secret that Facebook itself is struggling and heavily dependent on Instagram), Facebook is still putting up enough of a fight to encourage Google to stay on point as has been demonstrated by the latest changes to Google Ads. Here is a quick...

Many online business owners may be persuaded to spend money on advertising and marketing activities; however, without monitoring the impact of marketing, the investment is akin to a stab in the dark. The current financial analysis methodologies have been developed for conventional brick and mortar business models, however, the underlying concepts can be adapted to suit online businesses. What Metrics Should Be Monitored? Metrics are the standards or factors of measurement, which the performance of the business is...

Most marketers and business owners have a more is better approach to the keywords used in their Google Ad Words campaigns. Although you should experiment with multiple keywords, you should never jam them all into a single ad group. Not only will your Cost Per Acquisition (CPA) and Cost Per Click (CPC) rates hit the roof but you'll also drastically decrease your Quality Score (QS). Is there a magic formula when it comes to how many keywords you should include in your Google AdWords campaigns?...

Google Ads, formerly known as Google AdWords is Google’s web spanning ad network. Arguably one of the most sophisticated ad network ever to be developed, text, image and video ads can be put in front of a targeted audience based on their search intent and sites they have visited. Google Ads goes one step further and can put a sales and branding message in the palm of a potential customer or client’s hand via their phone. Google’s ad...

Google AdWords has changed. Since last month, Google have been transitioning those with AdWords accounts to a new interface to be known as Google Ads. But it isn’t just the name which has changed, the updated platform has a number of new tools, features and layouts. The update has been rolled out in a bid to provide advertisers with valuable insight, which combined with Artificial Intelligence (AI) and machine learning can help them to boost performance. However, any...

The majority of modern digital marketers loves Google AdWords with a passion. With an average of 3.5 billion searches on the platform every day, Google provides an unprecedented level of exposure to users looking to purchase all types of products and services. But running campaigns on the AdWords platform can be a daunting process. With so much to learn, set up and tweak, it can be difficult to even know where to get started. You may ask...

Pick a random marketer and ask them whether they think Google AdWords returns substantial results for their business. Only luck can tell whether the answer would be an excited yes or resounding no. The divide between lovers and haters of the platform is challenged only by people opinions of Marmite. So the question remains – does Google AdWords really work? The answer is, of course, yes. Although like any tool in the marketers toolbox, knowing about and using it is...

Google Analytics has long been a powerful tool in the workbox of website owners and marketers. The platform gives a detailed insight into who is visiting your site, how they are navigating it and which pieces of content they are interacting with the most. This information has allowed marketers to change and tailor their customer experience like never before. These insights have ultimately led to increased sales and other important conversions for business with a strong online presence. However,...

For your Google Adwords campaigns to be optimised to their full potential, it is critical that they are integrated with Google Analytics.  Once this happens true business intelligence can be realised leading to better, more profitable decision making. Once you have integrated your Google Adwords account into your Google Analytics account you will have greater visibility of relevant data.  Analytics segments this data to make it easier for you to find the information you need to make...

Remarketing is hailed by many marketers as the holy grail of targeted advertising. What better way to increase your conversions than to target those that have already engaged with your brand in some way. Having spent some time on your website or landing pages shows at least some legitimate interest in your brand or what you have on offer. By using smart tech from the likes of Google and Facebook you can gather data on these sites through...