What the new AdWords Exact Match changes mean for your Ad Campaigns

Your Action Plan for the New Adwords Exact Match Rules   If you work on Google AdWords accounts, you are no doubt familiar with the new changes to exact match keywords that include 'close variants'. While the consensus from marketers is that this shift is not ideal for performance marketing, I am going to focus on what you can do to maximise your campaign performance as a result of this...

Continue reading

Guide to Facebook Ads (Pt. 4): Local Awareness, Events & Offers

Facebook offers a huge range of ads for many specific marketing objectives. However, most advertisers tend to either a) under-utilise the more niche ad types, b) opt to boost posts or c) concentrate solely on ads focused on engagement or website visits. In this post, we will cover some of the more niche ad types that you can use when promoting local business, events, and special offers....

Continue reading

How to get the most from Google Data Studio 360

Google have released their latest offering, Data Studio 360 in both a free and premium version. While the tool itself is fantastic, the one recurring question I get from customers is "what does it actually do?"   When you go to the Google Data Studio page, you are greeted with this explanation:   Tell beautiful stories with your data. Google Data Studio 360 (beta) turns your data into...

Continue reading

5 Examples of Strong Digital Marketing Campaigns

There are more digital marketing channels to choose from than ever before, and they all present their unique strengths and challenges. However, many brands use all marketing channels to broadcast the same marketing message, which is usually "buy my stuff!" In this post, I will highlight some techniques and strategies used by brands who have succeeded with specific marketing channels that you...

Continue reading

5 Big SEO Redirect Mistakes And How To Avoid Them

When most people think about SEO today, we focus on areas such as content, public relations, and social signals. While these are vital components, some companies are missing the most fundamental issues that may be holding their organic search performance back. Redirects are one of those factors that, while most of us understand are important for SEO, not many of us know exactly where they need...

Continue reading

Clever Digital Marketing Campaigns That Think Outside Of The Box

Digital marketing has an unwavering focus on data analysis, insight and measurement – and with good reason. However, by only concentrating on using data for marketing purposes, there has been a slight tendency to overlook the creative aspects of marketing, which are just as important. So in this post, I wanted to highlight some ingenious and innovative ways that brands have found to promote...

Continue reading

5 Reasons Why Not Advertising on Brand Search Terms Can Be Expensive

The issue of whether companies should pay for brand keywords or not has been an on-going topic with digital marketers for years, and as Google and Bing take up more above-the-fold content with advertising, it’s clear that the discussion is not going away. Whether you accept it as a necessary expense, legitimate service, or you feel like your brand is being held for ransom, it is important to...

Continue reading

How often should you post on social?

This question comes up frequently in marketing discussions and social media planning meetings. With the various blog posts and articles that cover this topic, many answers are at our fingertips: on our smartphones or being streamed into our social network feeds as we speak. However, are the answers you find likely to be correct? Probably not. To help understand why, let’s take a more every-day...

Continue reading

What is social shopping and why will it be a success?

For a long time, the standard advice for brands and companies on social media is “don’t sell”, and even when you read about how to sell your products on social media, you will see that the focus is usually on everything other than the product itself. Social shopping is now changing the rules for social media advertising, so we are going to look at what it is, how it works, and why it’ll be the...

Continue reading

A Guide To Tracking Your Customers And Getting Them To Love You For It

  There have been many discussions, changes, and challenges in website conversion and behaviour tracking in the last 12 months. Companies need to balance their data intelligence needs with what their customers find acceptable and consider a reasonable use of their data. To help you walk that tightrope, here is my guide to tracking website activity in a way that benefits your business and is...

Continue reading