Category: Pay Per Click

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker, US department store merchant (1838 – 1922).

For many years we believed online marketing went a long way to counter this statement. To some degree we were right.

In a much simpler environment, before multi-device usage, for example, understanding which channel of online marketing was working was reasonably simple.

A customer would typically use one computer to do their research and purchasing. Tracking their interactions with our marketing was reasonably easy to do.

Now users not only use multiple devices to research and purchase, they use much more complex search strategies too.

We’ve been so used to using the default Google AdWords, and Google Analytics, “Last Click” attribution model that some of the decisions we now make about which channels are bringing in the sales are incorrect.

In this week’s podcast, I discuss the various attribution models you can apply in Google AdWords and suggest which ones you should try. I will also introduce you to Google’s new “Data-Driven” attribution model and Smart Bidding.

Listen in to learn more.

Resources mentioned in the show

Google AdWords Data-Driven Attribution Model

Purple Bricks case study, a 28% uplift in conversions

Listen in and as always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunes or Stitcher & if you like it we’d be grateful if you could leave a review.

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We have all experienced it, that feeling of déjà vu. You visit a website, look at a product or service, and then everywhere you go online you see an ad for it.

This advertising trick, known as remarketing, is a great way to keep your product or brand front of mind whilst potential customers are still in the “consideration” phase of a purchase cycle.

It is one of my favourite marketing tactics due to its low cost, ease of implementation and effectiveness.

After driving visitors to your website, based on their actions or non-actions, you can continue to show them ads as they traverse the web. One of the great things is that it doesn’t matter where they go, you can show remarketing ads on Facebook, Twitter and thousands of websites that are on the Google Display Network.

It also works whether you sell B2B or B2C because is based on the visitor, not the platform they are on.

To find out more about remarketing and how you can use it as part of your advertising strategy listen in to this special 100th episode of the Click and Convert podcast.

Subscribe to this podcast via iTunes & if you like it we’d be grateful if you could leave a review.

Any questions catch us on Twitter @SeanClark or @MrRobTyson.

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