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Author: Peter Johnson

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Google, Google Ads

Before making a hotel booking, most travellers do thorough research on Google. And, when it comes to traffic, Google exceeds any of the major OTA (Online Travel Agency) searches. It accounts for about 77% of the global search traffic. And, although only a small percentage of the 4.5 billion daily searches performed on Google are for accommodation or travel, the numbers are still high for Google's Hotel Ads meta-search product. We'll take an in-depth look at Google Hotel...

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Conversion Rates, Ecommerce, Google Ads

2018 Black Friday has been eventful especially since massive fails in most online stores characterized it. This is owed to the fact that a majority of retailers felt that last years' success would spill over to this year without them making any considerable efforts to up their game. Contrary to this expectation, some stores had failed in several aspects. As such, they experienced a drop in the profits even with people buying several items from them. However,...

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Facebook Ads, Google Ads

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...

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Conversion Rates, Ecommerce

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...

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Google Ads, Google Adwords, Google Adwords Guide, Paid Marketing, PPC

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?...

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Google Ads, Google Adwords, Google Adwords Guide

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...

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Google Ads, Google Adwords

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...

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Google Adwords

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...

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Google, Google Adwords

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...

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Google Analytics

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,...

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