PPC is an industry awash with metrics, many of which are less important than others. One which you cannot afford to ignore is Share of Voice. Beyond “visibility of your campaigns compared to your competitors” what actually is Share of Voice? And why is it important? By the end of this post, you’ll be in possession of a comprehensive conceptual understanding, plus you’ll be fully versed on how to make use of it to inform your PPC campaign decision-making. What is Share of Voice? Share of voice, which you might also hear referred to as SOV, is the metric used to measure the visibility of your br ..read more

Geotargeting has been around for well over a decade, but its recent developments have made it a game-changer in helping marketers reach the right audience and boost online traffic.  Companies all over the world use geotargeting for their pay-per-click (PPC) marketing campaigns to strengthen their strategy and drive new leads. Large corporations like Target and Walmart use geotargeted campaigns to contest against competing establishments. In this article, we’ll explain what geotargeting is, what it means for your business, and how you can implement a successful strategy. What is geotargeti ..read more

What started in 2000 as Google AdWords with just 350 advertisers has burgeoned into a comprehensive digital advertising platform, indispensable to digital marketing strategies worldwide. Now re-branded as Google Ads, it stands as a colossus, shaping the way businesses reach their target audience online. If you’re your looking for a guide on how to use Google Adwords to advertise your business you might enjoy our Ultimate Guide to PPC. The Conceptual Foundation of Google Ads Before Google Adwords was launched, the online advertising landscape was vastly different. Traditional models dominated ..read more

George Prodanov is the Head of Paid Media at Love Energy Savings – the UK’s leading utilities marketplace. Competitor monitoring is a key ingredient of marketing. An understanding of how your rivals go about customer acquisition and retention can inform your own marketing strategy, as well as help you navigate the business landscape more effectively. Digital marketing offers a wide variety of innovative ways to monitor your competitors’ marketing operations at little to no cost. Here are seven smart competitor tracking tactics to hone your competitive edge: 1. Track Your Competitors using Goog ..read more

LinkedIn Connected TV (or CTV as it’s also known) Adverts have been a growing opportunity for digital first advertisers. LinkedIn has just announced a whole heap of additional functionality they’ve added to the campaign manager platform. You can read more about what’s been announced on their website. Penny Price, VP, Marketing Solutions at LinkedIn told AdExchanger: “Many brands use streaming to reach general consumers, but that’s not necessarily the case for marketers trying to target business professionals. B2B brands need to make sure customers have a favourable opinion of a brand befor ..read more

If you still believed that the Advertising Standards Authority’s focus was entirely, or even primarily, on legacy media like TV ads and big outdoor billboards, the organisation’s latest round of rulings ought to give you pause. Of the seven judgements the ASA announced yesterday on their website, only three related to traditional platforms, while four were digital only decisions. One, which made mainstream headlines because it was to do with an ‘irresponsible’ Katie Price Instagram post, might have put the frighteners on more than a few in the influencer business. We could (but ..read more

Rough Agenda, the organisers of brightonSEO, the world’s largest specialist search marketing event, has acquired the renowned search advertising publisher PPC Hero, its associated conference series Hero Conf and the international search marketing events SearchLove from BrainLabs. Rough Agenda will take over the event series and the PPC Hero website immediately. Hero Conf will take place in San Diego on November 19 & 20. We will share plans for the return of SearchLove soon and you can expect a lot more here on PPC Hero. Kelvin Newman, Founder of brightonSEO “Since brightonSEO started out ..read more

As you may have heard, both Hero Conf and PPC Hero have been acquired by Rough Agenda – the company behind the world’s largest SEO event brightonSEO. We’re excited to take over an event with such a stellar reputation, and that I’ve admired since attending the first London Hero Conf many year ago. And we’re not hanging around. We’re hosting a two-day edition of Hero Conf on November 19th and 20th. You can expect the same high quality content and amazing networking that Hero Conf is renowned for, and the huge energy of the whole paid search and paid social gathering together in sunny Californi ..read more

Thanks to Christopher Bell, Head of PPC at Kelkoo, for bringing this one to our attention. Vehicle Listing Ads (VLA) on Google Ads are now live and open for Beta-listing in the UK, DE and FR with NL, IT and ES following in Q2. Previously it’d only been available in open beta in the US, Canada and Australia. What is Vehicle Listing Ads on Google Ads? Google’s Vehicle Listing Ads provide a powerful tool for auto advertisers to showcase their full inventory to potential customers actively searching for vehicles on Google. This innovative ad format is designed to enhance the car shopping experien ..read more

Google Ads annual safety report reveals year-on-year rise in scams and fraud; growth in generative AI enforcement against malicious advertising Google Ads have released their 2023 Safety Report and it makes for interesting reading. Well, it makes for reading. The tl;dr headline takeaways are all in the areas you’d expect: Generative AI represents an growing threat to user security It’s an even more valuable tool in the mega-corp’s enforcement toolkit Fraud and scams are on the rise Google’s Limited Ads Serving policy, while still in its infancy, should limit bad actors by reducing the reach o ..read more